The Evolution Demand Generation in Healthtech Marketing

Listen to the Episode

In this replay of the first session from the Healthtech Marketing Summit, we dive into the evolution of demand generation in the healthtech industry.

The session is moderated by Adam Turinas, CEO and founder of Health Launchpad, a healthtech marketing agency. Adam is joined by an expert panel featuring Matt Carollo (HIMSS), Hannah Drake (Health Launchpad), Lucy Railton (Drummond Group), and Adam Rosenberg (RX Lighting).

The discussion covers:

  • Insights from a recent HIMSS survey on the healthcare IT buyer journey, including the complexity of the buyer collective, lengthening buying cycles, and the importance of proven success and interoperability
  • Perspectives on the challenges of balancing freely sharing information vs. gated content to generate leads
  • The effectiveness of trade shows, webinars, events, intent data, and referral marketing in driving demand
  • The diminishing returns of tactics like Google ads and the need to provide real value in content marketing
  • Using a mix of first-party, second-party, and third-party intent data to identify in-market accounts and individuals
  • Shifting from measuring leads to measuring revenue influence and partnering closely between marketing and sales
  • The importance of investing in brand awareness as part of an overall account-based marketing approach
  • Throughout the session, the panelists share candid insights and tips based on their experiences across a range of healthtech organizations.

The conversation sets the stage for a deeper dive into account-based marketing in a later session.

Read the detailed article based on this episode

Watch the Full Session

If you liked this post and want to learn more…

  1. Check out more posts like this in the Healthtech MarketingLearning Center. It is chock-full of articles, use cases, how-to’s, and ideas.
  2. Follow me or connect with me on LinkedIn. I publish videos and articles on ABM and healthtech marketing.
  3. Buy Total Customer Growth: Our book on how to win and grow customers for life with ABM and ABX.
  4. Work with me directly. Let’s book a growth session and we can explore ways you can improve your marketing using the latest techniques in account-based marketing
Posted by Adam Turinas
Posted in Healthtech Marketing Show, Uncategorized on May 7, 2024

Recent posts

About the Author Adam Turinas

Hi, I am Adam Turinas, Health Launchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)Enter your text here...