The Modern B2B Healthcare Technology
Marketing Playbook
This playbook provides you with an approach to adapt to the new reality of healthcare purchasing decisions. It addresses the challenges of extended buying cycles, complex stakeholder dynamics, and buyer-controlled purchasing journeys, all based on research from:
The detailed steps in this playbook are based on proven best practices used in our work at Health Launchpad and on input from over 100 healthcare technology marketing leaders.
Today’s healthcare technology marketer faces unprecedented challenges. Extended buying cycles, complex stakeholder dynamics, and buyer-controlled purchasing journeys have transformed how healthcare organizations make technology decisions.
This is compounded by the constant pressure to deliver better results with less effort. And let’s face it. What used to work just doesn’t work as well as it used to. I’ve heard the frustrations firsthand in conversations with hundreds of healthcare marketing leaders.
That’s why we created this playbook—to provide you with practical, actionable strategies based on our collective experience and research from leading organizations.
This isn’t theoretical advice. Every recommendation comes from our hands-on work with healthcare technology companies that have successfully adapted to this new reality. We’ve distilled the approaches that drive results, creating a modern framework that can transform your marketing from lead generation to strategic pipeline growth.
My team and I are excited to share this with you and help you navigate today’s complex healthcare buying landscape.
Let us know how we can help.
Adam Turinas
Health Launchpad CEO and Founder
Download a PDF of
The Modern B2B Healthcare Technology Marketing Playbook.
The Evolving Healthcare Buyer Landscape
The healthcare technology purchasing landscape has changed dramatically in recent years. If you’re still relying on traditional marketing tactics to reach today’s healthcare buyers, you’re already behind.
“71% of buyers will go with the product that was first choice on their shortlist.”
2024 B2B Buying Disconnect Report
from TrustRadius
Consider this: While you’re focusing on generating more leads, your prospective buyers are 70% through their decision-making process before they ever reach out to you. By the time they contact a potential vendor, 85% already have a shortlist in mind and 71% will ultimately choose the first vendor on that list.
The Challenges: Why Traditional Marketing Falls Short
You are facing unique challenges that traditional lead generation approaches were never designed to address. Recent research from HIMSS, Bain, and 6Sense reveals just how big these obstacles have become. The most important reason traditional marketing no longer works is that our targets live in an oversaturated digital world. With over 500 emails per day, CIOs and other targets no longer read emails from vendors.
Nearly 70% of healthcare buying cycles now exceed 13 months, with 40% stretching beyond 24 months. These marathon sales cycles require sustained engagement that traditional campaign-based marketing fails to support.
Complex Stakeholder Dynamics
Gone are the days of selling to a single decision-maker. Today, 27% of healthcare buying groups involve 10 or more stakeholders, each with different priorities, evaluation criteria, and levels of influence. Marketing that targets individual leads rather than buying groups misses the mark significantly.
“Traditional marketing no longer works because our targets live in an oversaturated digital world. With over 500 emails per day, CIOs and other targets no longer read emails from vendors.”
Mark Erwich,
Chief Strategy Officer, Health Launchpad
The balance of power has shifted. Today’s healthcare buyers have done 70% of their research before engaging with vendors, and 85% have already created a shortlist before evaluations begin. If you’re not on that shortlist, you’ve already lost.
The Marketing Qualified Leads Myth
Volume-based metrics like MQLs are rapidly becoming irrelevant. They fail to influence early decisions or reflect the complex realities of healthcare purchasing
Modern Strategic Principles for Healthcare Tech Marketers
To succeed today, you need to align your marketing with how buying decisions actually happen. Here are six strategies that are key to building your modern marketing approach:
Balance Brand Building and Demand Generation
The most successful healthcare technology marketers dedicate 46% of their budgets to brand-building activities like thought leadership and community engagement. Becoming a “preferred vendor” long before buyers enter active research pays greater dividends when purchase decisions are made.
Adopt Account-Based Marketing (ABM)
The spray-and-pray approach to lead generation no longer works. Focus on identifying and targeting high-value accounts with a personalized outreach. Map buying groups within target accounts and track engagement at the account level, rather than simply relying on individual leads.
Shift from Quantity to Quality
It’s better to drive deep engagement with 25 ideal accounts than generate 100 generic leads. This quality-over-quantity approach aligns with how healthcare organizations make purchase decisions and focuses your resources where they’ll have the greatest impact.
“74% of healthcare buyers trust input from industry peers more than any other source.”
HIMSS 2025 HIT Buyer Study
Create High-Value, Buyer-Centric Content
Today’s healthcare buyers value product demos (78%), detailed case studies (56%), and peer-driven narratives (61%). In an AI-saturated content landscape, your materials must be so valuable that prospects would be willing to pay for them. Generic content simply won’t cut through the noise.
Research shows that 74% of healthcare buyers trust input from industry peers more than any other source. Building communities and amplifying customer voices create the social proof that influences early-stage buying decisions.
Stop obsessing over MQLs and start tracking account progression through awareness, engagement, and pipeline stages. This approach provides a more accurate picture of marketing’s impact on revenue and aligns marketing metrics with business outcomes.
The 8-Step Strategic Framework
Download a PDF of
The Modern B2B Healthcare Technology Marketing Playbook.
Step 1: Define Your Ideal Customer Profile (ICP) and Prioritize Accounts
“The majority of healthcare buying cycles take 7-13 months.”
HIMSS 2025 HIT Buyer Study
Identify and prioritize the healthcare organizations most likely to benefit from your solution and generate value for your business.
Research shows that 85% of healthcare buyers have vendors in mind before starting their active research process. The HIMSS study reveals that 70% of the buyer’s decision journey occurs before contacting vendors. With the majority of healthcare buying cycles taking 7-13 months, and 27% of buying groups involving more than 10 stakeholders, precise targeting has never been more critical.
In this step, you will build a comprehensive healthcare account database by aggregating data from industry sources like Definitive Healthcare. Capture firmographic details, document technology infrastructure, map healthcare-specific attributes like clinical specialties and value-based care participation, and record buying history to create a solid foundation for targeted account-based marketing strategies.
Build a comprehensive account database
Develop a multi-dimensional ICP scoring model
Create account intelligence profiles
Implement continuous ICP refinement
Transform Your ICP Strategy with Health Launchpad
Ready to identify your ideal healthcare customers? Our strategic advisory services provide deep insights into market opportunities and buyer behaviors. We’ll help you build a data-driven ICP that prioritizes the right accounts, ensuring your marketing resources target organizations most likely to convert.
Contact our CEO, Adam Turinas, [email protected]
Build a comprehensive account database
Aggregate data from sources like Definitive Healthcare, IQVIA, and CMS
Capture key firmographic data, e.g., bed size, annual revenue, patient volume, ownership type
Document technographic information, e.g., current EHR system, IT infrastructure, integration capabilities
Map healthcare-specific attributes like clinical specialties, quality metrics, value-based care participation
Record buying history such as previous technology investments, implementation timelines, budget cycles
Develop a multi-dimensional ICP scoring model
Create a weighted scoring system based on historical win/loss data
Evaluate firmographic fit (size, revenue, location, specialty focus)
Assess technographic alignment, e.g., technology stack compatibility, digital maturity level. What value can you generate for them?
Historical interest or intent
Analyze behavioral signals (content engagement, website visits, event attendance)
- Consider strategic alignment (organizational initiatives, regulatory pressures, market conditions)
- Include practical factors like implementation complexity and competitive landscape
Create account intelligence profiles
Document each target account’s strategic initiatives and challenges
Map known technology infrastructure and integration points
Identify recent leadership changes or restructuring
Research public statements on digital transformation priorities
Analyze financial health and investment patterns in technology
- Track news mentions, regulatory issues, and market positioning
Implement continuous ICP refinement
Schedule annual reviews of ICP criteria based on win/loss analysis and quarterly analysis of target accounts
Adjust account scoring based on changes in the healthcare landscape
Incorporate feedback from sales teams about account qualification accuracy
Update tier assignments as accounts evolve or new information emerges
Document ICP adjustments to maintain institutional knowledge
Healthcare data providers (Definitive Healthcare)
CRM system configured for account-based strategy
Account intelligence platform (e.g., ZoomInfo, DiscoverOrg, 6sense, DemandBase)
Data enrichment services for technographic and intent data
Cross-functional team including marketing, sales, product, and customer success
- ICP scoring model template customized for healthcare technology
- Account tiering methodology and governance process vendors
Improved target account engagement rate (measured by account-level activity)
Increased percentage of opportunities generated from Tier 1 and 2 accounts
Shorter sales cycles with well-matched accounts (vs. historical baseline)
Higher average contract value from strategically targeted accounts
Improved win rates against competitors in prioritized accounts
- Reduction in resource allocation to poor-fit opportunities
AI Use Case: Predictive Technology Adoption Modeling
Use AI to analyze public healthcare data, clinical trial registrations, and technology adoption patterns to predict which healthcare organizations are likely to adopt new technologies in the next 6-12 months.
This analysis goes beyond standard firmographic scoring by creating a “technology readiness index” that identifies organizations showing early indicators of innovation adoption, even before they’ve begun active research.
OpenAI GPT-4 to analyze unstructured data in earnings calls, public presentations, and interviews with healthcare executives for technology investment signals
Anthropic Claude to synthesize and summarize trends from healthcare industry reports into actionable insights
Cohere for processing and extracting signals from healthcare organization press releases and announcements
Definitive Healthcare’s technology installation database
HIMSS Analytics EMRAM adoption stages
CMS Promoting Interoperability Program participation data
Clinical trial registrations from clinicaltrials.gov
Public healthcare investment announcements
- Job postings related to digital transformation roles
Step 2: Map Buying Groups and Develop Persona-Based Strategies
“Nearly 60% of organizations report five or more people in the buying process, with 23% indicating there are 10+ stakeholders.”
HIMSS 2025 HIT Buyer Study
Identify and understand the decision-making units within target healthcare organizations to enable role-specific engagement.
The HIMSS research reveals that healthcare buying decisions involve multiple stakeholders across departments. Nearly 60% of organizations report five or more people in the buying process, with 23% indicating there are 10+ stakeholders. While IT departments lead (95% inclusion rate), executive leadership (75%), finance (74%), clinicians (56%), and operations (54%) all play critical roles. To address this, you need persona-based approaches for a range of perspectives and priorities.
Map buying group structures within healthcare organizations, where 60% involve 5+ stakeholders across IT, executive, finance, clinical, and operations departments. Create comprehensive persona profiles for each stakeholder type, develop role-specific value propositions tailored to their priorities, and establish success metrics focused on multi-stakeholder engagement to improve win rates in competitive situations.
Map the buying group structure for each account tier
Create comprehensive persona profiles for those that are in the buyers group
Develop role-specific value propositions and messaging frameworks
Map content needs across the buying journey for each persona
- Create buying group engagement playbooks
Master Healthcare Buying Groups with Expert Guidance
Healthcare buying decisions involve multiple stakeholders with different priorities. Our persona-based messaging approach helps you understand and connect with each decision-maker. We’ll develop targeted value propositions that address specific concerns of IT leaders, clinicians, and executives.
Contact our CEO, Adam Turinas, [email protected]
Map the buying group structure for each account tier
Identify the typical buying committees in different organization types
Document the formal and informal roles in the decision process (decision-makers, influencers, gatekeepers, users)
Research reporting structures and influence patterns
Analyze how buying groups differ based on organization size, type, and solution category
- Document how buying group dynamics change across the 7-13 month buying cycle
Create comprehensive persona profiles for those in the buyers' group
CIO/CMIO: Strategic alignment, ROI, security compliance, integration capabilities
- IT Directors: Implementation requirements, support needs, technical specifications
- IT Managers: Day-to-day operational impacts, staffing implications, training needs
Executive leadership personas
CEO/COO: Strategic alignment, competitive advantage, organizational impact
- CFO: Total cost of ownership, ROI modeling, financial risk assessment
- CMO: Clinical outcomes, physician satisfaction, quality metrics impact
Finance stakeholder personas
Finance Directors: Budget allocation, cost justification, payment structures
- Revenue Cycle Managers: Reimbursement impact, documentation requirements
Clinical stakeholder personas
Physicians: Workflow impact, clinical decision support, ease of use
- Nursing Leaders: Care team coordination, patient safety, staffing implications
- Clinical Informaticists: Data quality, reporting capabilities, clinical workflow integration
Operations stakeholder personas
Operations Directors: Efficiency metrics, resource allocation, process improvement
- Project Managers: Implementation timelines, change management, training requirements
“In today’s increasingly complex and competitive healthcare market, understanding your audience is more important than ever. Each member of your buying group has unique needs and priorities. The most successful marketers are those who can break through the noise using tailored messages across the buyer journey.”
Mark Erwich,
Chief Strategy Officer, Health Launchpad
Develop role-specific value propositions and messaging frameworks
Create messaging for each persona based on their unique priorities
Define primary and secondary benefits relevant to each role’s KPIs
Develop role-specific objection handling guides for sales teams
- Craft proof points tailored to each persona’s concerns
- Document ROI stories that resonate with different stakeholders
- Identify the specific language each role uses when discussing technology
Map content needs across the buying journey for each persona
We will cover this in Step 3
Create buying group engagement playbooks
We will cover this in Step 4
Persona development workshop materials
Stakeholder mapping templates customized for healthcare
Messaging framework templates for each key persona
Buying journey content mapping tool
Role-based objection handling guides
- Account research protocol for buying group identification
- CRM system configured to track buying group engagement
- Access to subject matter experts for persona validation
- Relationship intelligence tools (e.g., LinkedIn Sales Navigator)
- Content development resources for persona-specific assets
Increase in multi-stakeholder engagement within target accounts (minimum 3+ roles)
Improvement in content consumption across different stakeholder types
Reduction in “surprises” (e.g., unexpected stakeholders, objections, etc.) during the sales process
Higher percentage of opportunities with complete buying group visibility
Increased velocity through buying stages when multiple stakeholders are engaged
- Improved win rates in competitive situations with multi-stakeholder strategies
- Sales team adoption of persona-based selling approaches
Map Buying Groups and Develop Persona-Based Strategies
Surprising AI Use Case: Organizational Network Analysis
Deploy AI to analyze LinkedIn connections, conference attendance data, and professional association memberships to map informal influence networks within target healthcare organizations.
The AI would identify “hidden influencers” who may not appear on formal org charts but who significantly impact technology decisions through their peer relationships and institutional knowledge.
GPT-4 with Knowledge Retrieval to analyze clinician biographies and publications for relationship patterns
Anthropic Claude for synthesizing relationship insights from conference proceedings and committee memberships
Jasper AI to automatically generate detailed stakeholder profiles based on public data
AI21 Jurassic-2 for analyzing communication patterns in public healthcare discussions
LinkedIn Sales Navigator for professional connections
PubMed co-author relationships on healthcare research
Professional association membership directories
Conference speaker and attendee lists
Patent filing collaborations
- Health system committee assignments from public board minutes
- Industry working group participation
Download a PDF of
The Modern B2B Healthcare Technology Marketing Playbook.
Step 3: Build a Content Strategy Aligned to the Buyer Journey
Develop high-value content that addresses buying group needs across their invisible research process so as to position you as a trusted resource before buyers actively reach out to vendors.
The 2025 HIMSS study reveals that healthcare buying decisions are largely made before vendors are contacted. With 70% of the buying process taking place before direct engagement, and 85% of buyers selecting the first vendor they contact, your content must establish expertise and build preference during this “invisible” phase. The research also shows that product demos (78%), peer-focused content (61%), and case studies (56%) are the most valued content types; in addition, a statistically significant 83% of buyers report taking action after discovering valuable content.
Develop high-value content addressing healthcare buying groups throughout their “invisible” research process. Create stage-specific assets from educational thought leadership to detailed ROI calculators and case studies. Focus on the most valued content types—product demos, peer-focused content, and case studies—while implementing sophisticated delivery systems and measuring effectiveness at the account level.
Audit and map current content against the buyer journey
Develop early-stage educational content for awareness building
Create mid-journey content for consideration and evaluation
Develop decision-stage content for validation and justification
Implement sophisticated content delivery and personalization
- Establish content effectiveness measurement protocols
Craft Content That Drives Healthcare Decisions
Our strategic content development process maps the buyer’s journey, identifying triggers, questions, and pain points at each stage. We’ll position you as the thought leader who brings the most value to prospects with content that educates, engages, and converts.
Contact our CEO, Adam Turinas, [email protected]
Audit and map current content against the buyer journey
Inventory all existing content assets and map them to specific buyer journey stages
- Identify content gaps for critical decision points, especially in early research phases
- Evaluate content performance by engagement metrics, conversion data, and sales feedback
- Document which personas and buying group roles are well-served versus those that are underserved
- Assess whether content addresses both clinical and business value propositions
Develop early-stage educational content for awareness building
Create thought leadership content on industry challenges
- Develop research reports that position your company as the reliable authority
- Design educational webinars and executive roundtables focused on peer knowledge-sharing
- Build interactive assessment tools that help buyers diagnose needs
- Create “state of the industry” content that frames problems your solution addresses
- Develop executive briefing materials that demonstrate a full understanding of healthcare challenges.
Create mid-journey content for consideration and evaluation
Produce both live and on-demand product demos (the highest-valued content type at 78%)
- Develop interactive ROI calculators and value estimation tools with realistic assumptions
- Create detailed comparison guides that position your solution favorably
- Design implementation roadmaps showing realistic timelines and resource requirements
- Develop technical documentation demonstrating integration capabilities and security compliance
- Create “day in the life” content showing how your solution impacts clinical and operational workflows
“I often see companies double down on one type of demo, but that is a missed opportunity. You can create a variety of demos of different lengths and presented in different ways to address prospects’ concerns about committing to a long one-on-one meeting and keep moving them down the funnel.”
Lea Chatham,
Content Strategy, Health Launchpad
Develop decision-stage content for validation and justification
Build a robust library of case studies from similar organizations featuring measurable outcomes
- Create detailed implementation guides that reduce perceived risk and complexity
- Develop content specifically for internal champions to share with other
- stakeholders
- Design evaluation frameworks and RFP templates that highlight and favor your strengths
- Create buyer’s guides that walk through specific selection criteria aligned to your advantages
- Develop ROI business cases with actual customer data, broken down by stakeholder priorities
- Create content specifically addressing the top 3-5 concerns from each buying group role
- Cultivate third-party validation opportunities (e.g., G2Crowd, KLAS, Black Book, Gartner, AVIA) appropriate to your audience
Implement sophisticated content delivery and personalization
Deploy account-based content hubs tailored to target organizations’ specific challenges
- Implement progressive profiling to incrementally gather buyer information without friction
- Create smart content paths that are adjusted based on buyer engagement and behavior signals
- Leverage AI tools to scale content personalization across multiple buyer personas
- Implement content syndication strategies focused on in-market accounts, not volume
- Strategically gate only high-value, late-stage content, while leaving early-stage material ungated
- Develop retargeting strategies serving progressively deeper content to engaged prospects
Establish content effectiveness measurement protocols
Implement content attribution models that track influence throughout the buying journey
- Measure content engagement at the account level, not just at the individual lead level
- Track content consumption patterns to identify buying signals and in-market accounts
- Develop content scoring frameworks that weight engagement based on buying group roles
- Create feedback loops with sales to identify which content most effectively advances opportunities
- Implement A/B testing to continuously optimize content performance
- Track which content pieces are being included in internal documentation (26% of buyers report doing this)
Content audit template and buyer journey mapping framework
Content performance analytics platform
Persona development workshops with input from sales and customer success
Website personalization technology for account-based content experiences
Customer interview program for case study development
- Content creation resources (internal team or agency partners)
- Video production capabilities for demonstration content
- Subject matter experts for technical and clinical content validation
- Content distribution and syndication budgets
- Analytics resources for tracking content performance
Increased engagement with early-stage content from target accounts
Higher percentage of buying group stakeholder roles engaged per account
Improved depth of content consumption (multiple assets per account)
Reduction in time from first engagement to opportunity creation
Higher conversion rates for late-stage content
- Increased references to your content in buyer specifications and RFPs
- Greater percentage of opportunities influenced by marketing content
- Improved “share of voice” in target account research phase
Competitive Content Gap Analysis
Use AI to continuously monitor your competitors’ content strategies, identifying not just topics they cover, but the specific buying journey stages and persona pain points they’ve left unaddressed.
This creates opportunities to develop unique content that fills strategic gaps your competitors have missed, particularly for critical but overlooked buying group roles like clinical informaticists or revenue cycle managers.
Crayon for competitive intelligence automation
BrightEdge for content performance analysis
MarketMuse for content gap identification
Concured for AI-powered content strategy
Copy.ai to rapidly generate content outlines for identified content gaps
HyperWrite for creating first drafts of competitive differentiation content
Writesonic to produce multiple variations of content addressing competitive gaps
Phrasee for testing and optimizing headlines for gap-filling content
Persado for generating emotionally resonant messaging based on healthcare audience segments
Competitor websites and resource libraries
Industry publication archives
Healthcare conference presentation topics
Social media engagement with competitor content
Google search console data for healthcare-specific queries
- Healthcare discussion forums like HIMSS Connect
Step 4: Implement Account-Based Marketing Tactics
“85% of buyers select vendors from their initial shortlist.”
Deploy targeted, personalized marketing strategies focused on high-value accounts that show signals of being in-market, ensuring efficient use of resources and improved conversion rates.
Healthcare technology purchasing has become increasingly complex, with buying groups growing to include 5+ stakeholders in nearly 60% of organizations (and 10+ stakeholders in 23% of cases). Research shows that 85% of buyers select vendors from their initial shortlist, making early identification and engagement of in-market accounts critical. Over 60% of healthcare tech marketers are either implementing or considering ABM strategies, recognizing that they will probably yield better results.
Implement account-based marketing strategies targeting high-value healthcare accounts showing in-market signals. Start with a focused pilot of 50-100 accounts, develop multi-dimensional account identification, create persona-based engagement plans, deploy multi-channel activation strategies, leverage technology for scalable personalization, and establish measurement frameworks that track engagement across buying groups and demonstrate ROI.
Start with a focused ABM pilot program
Implement multi-dimensional account identification and prioritization
Develop persona-based engagement plans for each buying group role
Deploy multi-channel ABM activation strategies
Leverage technology to scale personalization
- Establish ABM measurement and optimization framework
Launch High-Impact ABM Programs That Convert
We develop and execute targeted ABM strategies that turn ideal prospects into customers. Our comprehensive approach combines strategic account selection, personalized engagement, and multi-channel execution to surround your target accounts with messaging that drives action.
Contact our CEO, Adam Turinas, [email protected]
Start with a focused ABM pilot program
Begin with a small pilot of 50-100 accounts
Select accounts that represent your ideal customer profile
- Secure executive sponsorship and alignment between marketing, sales, and customer success
- Establish clear success metrics and evaluation timeframes for the pilot
- Develop a resource allocation plan that ensures sufficient focus on priority accounts
- Create a communication plan to share progress and learnings
Implement multi-dimensional account identification and prioritization
Layer first-party engagement data (website visits, content downloads, event attendance) to identify interest
- Deploy third-party intent monitoring to detect accounts researching relevant topics
- Analyze technographic data to identify accounts with compatible technology ecosystems
- Monitor job postings and organizational changes that might signal new initiatives
- Develop a scoring model that combines multiple signals to prioritize accounts showing buying behaviors
- Establish regular cadence for reviewing and refining the target account list based on specific signals
- Create tiered engagement strategies based on account priority and buying stage
Develop persona-based engagement plans for each buying group role
Map the typical buying committees for your target accounts
- Create messaging tailored to each stakeholder’s priorities and pain points
- Design role-specific content journeys with progressive depth of information
- Develop account-specific value propositions addressing unique challenges and opportunities
- Create engagement sequences that coordinate outreach across channels
- Establish trigger-based engagement flows activated by specific buying signals
- Develop conversation guides for both marketing and sales interactions with each persona
Deploy multi-channel ABM activation strategies
Implement targeted digital advertising through LinkedIn, programmatic, and industry publications
- Create personalized landing pages and microsites for high-priority accounts
- Develop customized direct mail and dimensional marketing programs for key decision-makers
- Organize small-format events like executive dinners and roundtables for peer interaction
- Develop account-specific social media engagement strategies
- Deploy personalized email nurture streams based on account engagement and interests
- Coordinate marketing activities with sales outreach to create seamless account experiences
“Account-based marketing thrives through precision and personalization. The biggest successes come in the alignment of marketing and sales to deliver a seamless, impactful experience.”
Paul Vandre,
Digital Marketing Lead, Health Launchpad
Leverage technology to scale personalization
Implement website personalization, showing account-specific messaging and content
- Deploy account-based advertising platforms to target buying groups across channels
- Utilize AI-powered content personalization tools to scale custom messaging
- Implement intent data platforms to identify and track in-market accounts
- Adopt account engagement scoring tools to monitor activity across the buying group
- Deploy conversation intelligence platforms to capture insights from sales interactions
- Implement a unified view of account engagement accessible to both sales and marketing
Establish content effectiveness measurement protocols
Develop clear definitions of “engaged accounts” and processes for escalating accounts with strong signals
- Create account-level engagement dashboards showing activity across the buying group
- Implement buying stage tracking to monitor account movement through the funnel
- Establish regular account review sessions between marketing and sales
- Develop feedback loops to capture insights from sales interactions
- Create A/B testing protocols for different ABM tactics to continuously optimize for better results
- Develop ROI analysis frameworks to justify increased investment in successful approaches
- Implement cross-functional learning sessions to share successes and failures
ABM technology stack (intent data, account-based advertising, website personalization)
Account intelligence and research resources
Creative resources for personalized content development
Marketing automation platform configured for account-based approaches
- CRM system integration for unified account view
- Budget for targeted media, direct mail, and event programs
- Cross-functional team including marketing, sales, product, and customer success
- Analytics resources for advanced measurement
- Content production resources for persona-specific assets
Increased engagement rate among target accounts vs. non-targeted accounts
Higher percentage of buying group roles engaged per account (aim for 3+ stakeholders)
Improved conversion from engaged accounts to marketing qualified accounts
Shorter sales cycles for accounts in the ABM program vs. control group
Higher average contract value from ABM-targeted accounts
- Improved win rates against competitors in ABM-focused opportunities
- Greater marketing-influenced pipeline and revenue from ABM initiatives
- Higher ROI on marketing spend for ABM vs. traditional demand generation
Automated Micro-Event Orchestration
Deploy AI to analyze buying group engagement patterns and automatically trigger small-format, highly targeted virtual events when specific conditions are met.
For example, when three senior stakeholders from a target account engage with content on interoperability, the AI could immediately arrange a small executive roundtable with similar peers from your customer base, creating a just-in-time peer validation opportunity.
6sense for intent data and account insights
Drift for conversational marketing and automated engagement
Qualified for website visitor identification and real-time engagement
Calendly API for automated scheduling
ChatGPT to automatically generate personalized event invitations based on detected interest patterns
Runway for creating customized event visuals and presentations on demand
Synthesia to produce personalized video invitations from executives
DALL-E 3 for generating custom event graphics tailored to specific healthcare segments
ElevenLabs for creating voiceovers for automated follow-up content
Real-time website engagement data
Content consumption patterns across team members
Technographic data showing current technology stack
Topic clustering of engagement to identify specific interests
Historical data on successful event formats by buyer type
Step 5: Optimize Digital Channels for the Invisible Buyer Journey
“Vendor websites (60%) and industry websites (61%) rank as top research channels.”
HIMSS 2025 HIT Buyer Study
Transform your digital presence into a resource hub that enables anonymous research, delivers relevant content, and captures buying signals across the buyer’s largely invisible journey.
The HIMSS study reveals that healthcare buying decisions are largely invisible to vendors until late in the process. With vendor websites (60%) and industry websites (61%) ranking as top research channels, your digital presence must effectively serve buyers during their independent research phase. Website visits often occur before visitors are willing to identify themselves, making smart digital experiences the key to becoming a preferred vendor before a prospect engages.
Transform your digital presence into a resource hub for healthcare buyers’ invisible research journey. Implement account-based website personalization, develop high-performance SEO strategies, build comprehensive content hubs, create intelligent conversion approaches, establish sophisticated retargeting capabilities, and integrate digital channels with sales activities to capture buying signals and influence decisions before prospects identify themselves.
Implement account-based website personalization
Develop high-performance SEO and paid search strategies
Build comprehensive content hubs for self-directed research
Implement intelligent conversion and lead capture strategies
Establish sophisticated retargeting and nurture capabilities
- Integrate digital channels with field marketing and sales activities
Capture the Invisible Buyer Journey
We’ll transform your digital presence into a resource hub that enables anonymous research, delivers relevant content, and captures buying signals. Our trigger-based advertising and personalized outreach strategies keep your brand at the forefront of prospects’ minds throughout their journey.
Contact our CEO, Adam Turinas, [email protected]
Implement account-based website personalization
Deploy website personalization technology that adapts content based on visitor organization, role, and behavior
- Create dynamic content paths that present relevant solutions based on visitor behavior patterns
- Develop industry-specific landing pages addressing unique challenges for different healthcare segments
- Implement reverse IP lookup technology to identify anonymous visitors by organization
- Create role-based navigation paths optimized for different buying group members (clinical, IT, finance)
- Develop intelligent content recommendations that adapt based on consumption patterns
- Implement progressive profiling to gradually collect visitor information without creating friction
Develop high-performance SEO and paid search strategies
Conduct keyword research focusing on problem-based search queries
- Optimize for high-intent clinical and technical search terms that signal active purchase research
- Create dedicated landing pages for specific solution areas and pain points
- Implement schema markup to enhance visibility
- Deploy paid search campaigns targeting high-intent queries with problem-solution messaging
- Create paid search audiences based on website behavior for retargeting
- Develop competitor conquest campaigns targeting users researching alternative solutions
- Implement tracking that connects search behavior to account engagement metrics
Build comprehensive content hubs for self-directed research
Organize content by solution area and role, rather than by product categories
- Create guided learning paths that move visitors through increasingly detailed content
- Develop comparison tools that help buyers evaluate options against key criteria
- Create searchable resource libraries enabling users to find specific information
- Develop interactive assessment tools that help visitors diagnose needs
- Create ROI calculators and value estimators that quantify benefits
- Develop implementation planning tools that address common concerns
- Ensure content addresses the questions buyers have before they identify
Implement intelligent conversion and lead capture strategies
Deploy intent-based offers tailored to visitor behavior
- Develop strategic gating policies that balance lead capture with content accessibility
- Implement chatbots trained to qualify and route visitors based on account priority and engagement signals
- Create contextual CTAs that adapt based on visitor behavior and content consumption
- Design “content barter” approaches that offer high-value content in exchange for minimal information
- Implement SMS or email content delivery options to increase form completion
- Create content sampling strategies that provide partial access before requiring registration
- Deploy smart forms that adapt field requirements based on visitor profile and behavior
Establish sophisticated retargeting and nurture capabilities
Implement account-based retargeting showing relevant content based on prior engagement
- Create multi-channel retargeting strategies across display, social, and industry publications
- Develop sequential retargeting that emphasizes messaging as visitors engage more deeply
- Create role-specific retargeting that addresses different stakeholder concerns
- Design nurture streams that adapt based on content consumption patterns
- Implement triggered nurture campaigns based on specific high-value actions
- Create “buying committee” nurture programs designed to reach multiple stakeholders
- Develop account-specific content streams for high-priority targets
Integrate digital channels with field marketing and sales activities
Implement real-time alerts to sales when high-value accounts show significant engagement
- Create digital follow-up sequences after in-person events to maintain momentum
- Develop account-specific microsites for high-priority pursuits
- Create digital “air cover” campaigns targeting accounts with active sales dialogs
- Design digital engagement strategies supporting executive outreach initiatives
- Implement digital tools that help sales understand prospect engagement and interests
- Create content sharing tools, enabling sales to curate relevant resources for prospects
- Develop event promotion strategies targeting specific buying group roles
Website personalization platform with account-based capabilities
Content management system supporting personalized experiences
SEO and keyword research tools with healthcare industry focus
Reverse IP lookup and account identification technology
Analytics platform capable of tracking account-level engagement
- Marketing automation platform supporting multi-touch nurture streams
- Account-based advertising platform for targeted display and social media
- Content creation resources for role-specific assets
- CRM integration for sales visibility into digital engagement
- UX/UI resources for optimizing digital experiences
- Technical resources for implementing tracking and personalization
Increased account penetration (multiple stakeholders from target accounts engaging)
Higher engagement depth (pages per session, return visits, content downloads)
Improved content progression (visitors moving through awareness to consideration)
Better conversion rates on strategic calls-to-action
Increased identification rate of previously anonymous visitors
- Expanded buying group visibility within target accounts
- Higher percentage of website-influenced opportunities
- Improved sales acceptance rate of marketing-qualified accounts
- Reduction in time from first engagement to opportunity creation
- Increased share of traffic from target account list
Predictive Content Pathing
Implement AI that analyzes thousands of successful buyer journeys, enabling the identification of optimal content consumption sequences that lead to purchase.
Rather than simply recommending “related content,” this system would strategically guide visitors through proven content pathways most likely to build preference and advance buying decisions customized to their specific role and organizational context.
PathFactory for content journey orchestration
Demandbase for account-based content personalization
Persado for AI-generated content optimization
Adobe Target for experience optimization
GPT-4 to dynamically generate transitional content between major content pieces
Midjourney for creating custom illustrations that enhance the content journey
Jasper AI to personalize content introductions based on previous engagement
Writer.com to adapt existing content for specific healthcare roles in real-time
Rasa for building conversational interfaces that guide users through content journeys
Historical content consumption patterns from closed/won accounts
Time spent on various content pieces
Content sequence analysis from successful deals
Role-specific engagement data
Benchmarks for “typical” research sequences by solution area
- Session replay data from tools like Fullstory or HotJar
Download a PDF of
The Modern B2B Healthcare Technology Marketing Playbook.
Step 6: Establish Account-Based Measurement and Attribution
“42% plan to develop better attribution models in the very near future.”
The Healthtech Marketing Network
Implement measurement tools that capture the full impact of marketing on account progression and revenue generation, moving beyond traditional lead-focused metrics to holistic account-based evaluation.
Only 21% of healthcare marketers currently measure account progression, according to recent surveys, while 42% plan to develop better attribution models in 2025. Traditional lead-based metrics fail to capture the reality of buying groups in which many stakeholders engage across channels over longer timeframes. With sales cycles averaging 13+ months, and 85% of buyers selecting the first company they contact, you need an approach that tracks engagement across the “invisible” buying journey.
Implement account-based measurement tools that capture marketing’s full impact on revenue generation. Track comprehensive account engagement, develop sophisticated scoring models, create stage-specific progression metrics, build unified dashboards, implement multi-touch attribution reflecting healthcare’s complex buying cycles, and establish continuous optimization processes—all to transition from lead-based to account-based evaluation that demonstrates true marketing ROI.
Implement comprehensive account engagement tracking
Develop sophisticated account scoring and prioritization models
Create stage-specific measurement for account progression
Build unified measurement dashboards and reporting frameworks
Implement multi-touch attribution models that reflect healthcare buying realities
- Establish feedback loops and continuous optimization processes
Demonstrate Marketing’s True Revenue Impact
It’s time to move beyond vanity metrics. Our comprehensive tracking system monitors performance at every stage of the funnel, from awareness to closed deals. Using our unique reverse waterfall methodology, we’ll align marketing activities directly with revenue goals and deliver actionable insights.
Contact our CEO, Adam Turinas, [email protected]
Implement account-based website personalization
Deploy technologies that capture both known and anonymous account engagement signals
- Implement reverse IP lookup to identify organization-level website visitors
- Integrate third-party intent data with first-party engagement metrics
- Create unified tracking across all digital touchpoints (website, email, events, content)
- Implement pixel tracking to capture account engagement on industry publications
- Develop methods to connect offline and digital activity
- Build tracking for multi-stakeholder activity within accounts
- Create measurement frameworks for brand and awareness initiatives
Develop sophisticated account scoring and prioritization models
Create multi-dimensional scoring models that weight engagement based on stakeholder role and action type
- Implement recency factors that prioritize current engagement over historical activity
- Establish thresholds for different stages (aware, engaged, marketing qualified, sales ready)
- Incorporate third-party intent signals into scoring
- Develop scoring approaches for both individual stakeholders and account-level rollups
- Create dynamic scoring models that will adapt based on historical conversion patterns
- Build scoring systems that incorporate sales feedback and validation
- Implement automated processes for score degradation over time
Create stage-specific measurement for account progression
Develop metrics for early-stage account engagement before formal identification
- Track progression from anonymous to known engagement within accounts
- Monitor buying group development with metrics for stakeholder coverage
- Create metrics for middle-funnel engagement showing deepening interest
- Implement conversion metrics from marketing qualified to sales accepted accounts
- Develop opportunity velocity metrics to track account progression speed
- Create frameworks for measuring marketing influence on late-stage opportunities
Build unified measurement dashboards and reporting frameworks
Create executive dashboards showing high-level account progression metrics
- Build marketing team dashboards focused on engagement optimization
- Develop sales-oriented views highlighting active accounts and engagement signals
- Create shared marketing and sales dashboards for collaborative account management
- Implement automated reporting distribution with appropriate views for each stakeholder
- Design exception reporting to highlight accounts with significant activity changes
- Create comparative views showing performance against benchmarks and historical trends
- Implement drill-down capabilities for analyzing specific account activity
Implement multi-touch attribution models that reflect healthcare buying realities
Deploy attribution models that credit marketing touchpoints throughout the buying cycle
- Develop weighted attribution approaches that recognize the value of early-stage awareness
- Create attribution reporting that connects marketing activities to pipeline influence
- Implement account-level attribution that captures impact across the buying group
- Build models that attribute value to both online and offline engagement
- Create channel attribution to optimize marketing mix decisions
- Develop content attribution to guide resource allocation
Establish feedback loops and continuous optimization processes
Create regular review cadences for analyzing account engagement patterns
- Develop processes for validating scoring models against actual conversions
- Implement A/B testing frameworks for engagement strategies
- Build systems for capturing sales feedback on account quality and engagement accuracy
- Create processes for regularly refining target account lists based on engagement data
- Develop frameworks for testing and optimizing content effectiveness
- Implement channel optimization processes based on engagement and conversion data
- Create ongoing benchmarking against industry standards and historical performance
Account-based analytics platform capable of tracking anonymous and known engagement
Reverse IP lookup and company identification technology
Data integration capabilities connecting marketing automation, CRM, and web analytics
Dashboard development resources for creating role-specific views
Data visualization tools for communicating complex engagement patterns
- Attribution modeling technology supporting multi-touch analysis
- Data science resources for developing and refining scoring algorithms
- CRM integration for connecting marketing activity to sales outcomes
- Process documentation and training resources for new measurement frameworks
- Regular cross-functional review sessions to validate and refine measurement approaches
Transition from volume-based to value-based marketing metrics
Increased visibility into account engagement prior to formal identification
Higher percentage of target account lists showing measurable engagement
Improved ability to predict which accounts will convert to opportunities
Greater alignment between marketing and sales on account prioritization
- More accurate attribution of marketing’s contribution to pipeline and revenue
- Better optimization of marketing resources toward high-performing tactics
- Increased marketing credibility with executive leadership
- More effective budget allocation based on demonstrated account impact
- Improved ability to demonstrate marketing ROI in extended sales cycles
Competitive Displacement Alert System
Implement AI that analyzes thousands of successful buyer journeys, enabling the identification of optimal content consumption sequences that lead to purchase.
For example, the AI could flag when multiple users from a target organization search for troubleshooting information about a competitor’s product, indicating potential dissatisfaction and an opportunity to engage.
Brandwatch for social listening and sentiment analysis
Meltwater or MuckRack for news and public mention monitoring
Bombora for surge data on competitive research
Claude to analyze and summarize competitor sentiment from forums and social media
Anthropic API to generate competitive displacement battle cards in real-time when alerts trigger
Frase.io to create personalized outreach content addressing specific competitor weaknesses
Lavender for generating personalized email sequences triggered by competitive dissatisfaction signals
Notion AI to maintain and update dynamic competitive intelligence repositories
Reddit and industry forums for complaint discussions
Glassdoor reviews mentioning technology challenges
LinkedIn posts indicating frustration with current solutions
Job postings seeking migration expertise
Google alerts for competitor brand mentions alongside problem terms
- Public RFP and tender documents
- Social media sentiment analysis around competitor brands
Step 7: Align Sales and Marketing Operations
“49% of buyers report decisions are harder to make than two years ago.”
HIMSS 2025 HIT Buyer Study
Create seamless coordination between marketing and sales teams to guide complex buying committees through extended healthcare buying cycles.
The latest research reveals that 49% of buyers report decisions are harder to make than they were two years ago, with the average buying group now including 7-10 stakeholders. Without tight alignment between sales and marketing, these expanded buying committees face a fragmented experience that delays or derails purchasing decisions. According to research from the Healthtech Marketing Network, only about half of healthcare technology companies have shared goals between sales and marketing, with even fewer showing complete alignment in attribution and pipeline management.
Create seamless coordination between marketing and sales teams to guide complex healthcare buying committees through extended purchasing cycles. Establish shared account targeting, implement coordinated outreach strategies, position SDRs as bridges between teams, align measurement models, integrate technology systems, and develop collaborative content creation processes to address the increasingly complex decision-making landscape.
Establish shared account targeting and governance
Implement coordinated outreach strategies
Position Sales Development Reps (SDRs) as the bridge between marketing and sales
Align measurement and attribution models
Establish technology and data integration
- Develop collaborative content creation processes
Create Seamless Sales and Marketing Alignment
We’ll help you establish shared account targeting, coordinated outreach strategies, and unified measurement between your sales and marketing teams. Our collaborative approach ensures both teams work together with clear ownership, timing expectations, and shared pipeline growth goals.
Contact our CEO, Adam Turinas, [email protected]
Establish shared account targeting and governance
Create a joint account selection process between marketing and sales leadership
- Develop detailed account dossiers with engagement history and buying group mapping
- Implement a regular account review cadence to evaluate progress and adjust strategies
- Deploy shared dashboards showing account engagement signals visible to both teams
- Establish clear definitions for each stage of account progression
- Create joint governance over target account selection and prioritization
Implement coordinated outreach strategies
Design joint marketing-sales engagement sequences for target accounts
- Create sales enablement materials specifically for account-based campaigns
- Develop service level agreements (SLAs) for lead follow-up and account nurturing
- Implement structured handoff processes with clear ownership and timing expectations
- Design “air cover” marketing programs that support sales outreach to key accounts
- Coordinate digital and in-person touchpoints to create cohesive account experiences
- Hold regular revenue team meetings to review account status and coordinate outreach
Position Sales Development Reps (SDRs) as the bridge between marketing and sales
Consider having SDRs report to marketing to ensure consistent messaging and approach
- Train SDRs to analyze intent signals and engagement patterns before outreach
- Create scripts and conversation guides based on account engagement data
- Develop a “farm team” approach to SDR development with clear career progression
- Implement regular SDR-AE meetings to review pipeline and coordinate account strategies
- Create account research protocols that help SDRs personalize outreach
- Build joint account plans for top-tier opportunities that coordinate all touchpoints
Align measurement and attribution models
Develop shared definitions for pipeline stages that both teams help progress
- Create attribution models that recognize both marketing and sales contributions
- Move beyond MQL metrics to account-based engagement scoring
- Implement lead-to-account matching to give full visibility into buying groups
- Deploy unified pipeline reporting that connects marketing activity to revenue
- Establish regular pipeline review meetings between marketing and sales leadership
- Create incentives that encourage collaboration rather than competition
Establish technology and data integration
Implement systems that provide a unified view of account activity
- Create processes for sharing customer intelligence between teams
- Deploy account engagement scoring accessible to both marketing and sales
- Standardize data capture to avoid conflicting metrics that undermine credibility
- Develop protocols for capturing and distributing buying intent signals
- Implement conversation intelligence platforms to gather insights from sales calls.
- Create systems for documenting and sharing competitive intelligence
Establish feedback loops and continuous optimization processes
Establish regular content planning sessions that involve both sales and marketing
- Create systems for sales to request specific content based on customer conversations
- Implement feedback loops to evaluate content effectiveness in sales situations
- Develop processes for capturing and analyzing customer language and objections from sales calls
- Design collaborative approaches to case study development
- Create content tailored to specific competitive scenarios sales encounters
- Build training programs to help sales effectively leverage marketing content
Sales and marketing SLA template with clear handoff criteria
Account engagement scoring model with shared definitions
Joint account planning framework and templates
Integrated CRM and marketing automation platform
Regular cross-functional meeting cadence for collaboration
- Account intelligence tools for monitoring engagement
- Pipeline visualization tools accessible to both teams
Reduction in sales cycle length from first engagement to close
Increased percentage of marketing-influenced opportunities
Higher sales acceptance rate of marketing-qualified accounts
Improved lead-to-opportunity conversion rates
Greater expansion within existing accounts
- Increase in average contract value from jointly targeted accounts
- Higher percentage of buying group stakeholders engaged
- Improved sales and marketing employee satisfaction scores
Conversation Intelligence for Messaging Alignment
Deploy AI to analyze both marketing content and actual sales conversations, identifying disconnects between how marketing describes solutions and how sales discusses them with prospects.
The system would automatically recommend messaging refinements to create tighter alignment between marketing materials and the language that resonates best in actual customer conversations.
Gong or Chorus for sales call analysis
Otter.ai for meeting transcription
Quid for language pattern analysis
MarketMuse for content optimization
Anthropic Claude to analyze transcript patterns and suggest messaging improvements
GPT-4 to automatically generate updated messaging guidelines based on successful conversations
Copysmith to rewrite marketing materials using successful sales conversation language
Typeface.ai for creating content that incorporates winning conversation patterns
ChatGPT API for building real-time sales coaching tools that suggest effective messaging during calls
Recorded sales calls and demos
Chat transcripts from sales engagements
Support ticket language analysis
Marketing content across all channels
Survey responses regarding messaging clarity
- Win/loss interviews focused on messaging effectiveness
- Product feedback mentioning expectation alignment
Step 8: Implement Continuous Optimization
Establish data-driven processes for refining your marketing approach based on customer feedback, market dynamics, and performance analytics.
Organizations that implement structured optimization processes demonstrate 25-30% higher marketing ROI than those with static approaches. The healthcare technology landscape continues to evolve rapidly, with new competitors, changing buyer expectations, and shifting economic conditions. With buying cycles of 13+ months (69% of purchases), performance assessment requires patience and sophisticated measurement.
Establish data-driven processes for continuously refining healthcare marketing approaches. Implement comprehensive measurement frameworks, conduct regular strategy reviews, develop sophisticated testing protocols, leverage AI-enhanced optimization, establish voice-of-customer feedback loops, and maintain strategic balance across initiatives—all implemented through a phased timeline that builds from foundation to optimization over 12 months.
Implement comprehensive measurement frameworks
Establish regular strategy review cadences
Develop sophisticated testing frameworks
Implement AI-enhanced optimization processes
Establish voice-of-customer feedback loops
- Maintain strategic balance
Partner with Healthtech Marketing Experts
Our team of healthcare technology marketing specialists combines decades of hands-on industry experience with sophisticated data-driven approaches. We’ll help you establish optimization processes that continuously refine your strategy based on customer feedback, market dynamics, and performance analytics.
Contact our CEO, Adam Turinas, [email protected]
Implement comprehensive measurement frameworks
Deploy multi-touch attribution models that reflect complex buying realities
- Create balanced scorecards that include both leading and lagging indicators
- Develop account-level engagement metrics rather than just lead volume measures
- Implement buying journey stage progression tracking
- Establish clear ROI calculation methodologies for major initiatives
- Create content effectiveness measurement protocols
- Deploy regular pipeline velocity monitoring to identify bottlenecks
- Build executive dashboards that connect marketing activity to business outcomes
Establish regular strategy review cadences
Conduct quarterly marketing strategy reviews to adjust targeting, content, and tactics
- Implement monthly cross-functional performance reviews
- Create annual deep-dive planning sessions to reassess market position
- Develop regular competitive intelligence reviews to adapt positioning
- Implement “voice of customer” programs to capture ongoing feedback
- Establish regular win/loss analyses that identify patterns in successful deals
- Create cross-functional optimization task forces for specific improvement areas
Develop sophisticated testing frameworks
Implement A/B testing protocols for digital assets and messaging
- Create pilot program approaches for testing new channels and/or tactics
- Develop message testing frameworks for different buyer personas
- Establish content cadence testing to optimize engagement
- Implement channel mix optimization through structured testing
- Create control groups to validate the impact of new approaches
- Develop statistical significance standards for all testing initiatives
Implement AI-enhanced optimization processes
Deploy AI tools for content optimization based on engagement patterns
- Implement predictive analytics to identify high-potential accounts
- Create automation for personalization enhancement based on behavior
- Develop machine learning models to identify winning content patterns
- Establish AI-driven insight generation from customer interactions
- Create systems for monitoring competitive positioning using AI
- Implement AI tools for scaling content creation while maintaining quality
“Adopting this modern approach to marketing is a significant change. This is not like switching on paid LinkedIn ads. You are transforming how you operate marketing. One thing is clear. Firms that have made the transformation are seeing better results. It is also easier for them to measure and forecast the impact of their investment in marketing. None of these firms are going back.”
Adam Turinas,
Health Launchpad, CEO and Founder
Establish voice-of-customer feedback loops
Implement structured post-purchase interviews to understand buyer journey
- Create ongoing customer advisory boards to provide marketing input
- Develop processes for gathering direct feedback from buyers about their experience
- Establish win/loss interview programs with both customers and non-customers
- Create mechanisms to capture sales team insights from customer conversations
- Implement regular NPS or other satisfaction measurement with root cause analysis
- Develop systems to incorporate customer language into marketing
Maintain strategic balance
Regularly reassess the balance between brand-building and demand activation
- Maintain balance between targeting new prospects and growing existing accounts
- Create appropriate investment allocation between digital and in-person channels
- Benchmark your performance against industry standards using frameworks from HIMSS
- Regularly evaluate the effectiveness of your technology investments
- Assess the right balance of marketing resources against strategic priorities
- Ensure balance between short-term results and long-term market positioning
Marketing analytics platform capable of multi-touch attribution
Customer interview and feedback collection protocols
Testing frameworks and statistical significance calculators
AI tools for content optimization and insights generation
Regular executive review sessions with stakeholders
- Competitive intelligence monitoring tools
- Balanced scorecard templates and tracking systems
Regular implementation of optimization insights
Improvement in key conversion metrics quarter-over-quarter
Higher customer satisfaction with the buying process
Increased marketing ROI over time
Greater marketing influence on revenue growth
- Improved accuracy in forecasting marketing impact
- Higher percentage of successful programs versus failed initiatives
- Faster adaptation to changing market conditions
- Greater executive confidence in marketing’s strategic contribution
Implementation Timeline
Phase 1: Foundation
(Months 1-3)
- Complete Steps 1-2
- Begin technology assessment
- Initiate content audit
Phase 2: Infrastructure
(Months 4-6)
- Implement core technology components
- Develop initial content assets
- Design account engagement playbooks
Phase 3: Activation
(Months 7-9)
- Launch account-based campaigns
- Implement personalization
- Begin customer advocacy program
Phase 4: Optimization
(Months 10-12)
- Refine measurement framework
- Scale successful tactics
- Implement continuous improvement process
Multivariate Campaign Simulation
Implement AI that can simulate the potential outcomes of dozens of campaign variations before deployment, factoring in historical performance data, seasonal trends, and competitive activities.
This “digital twin” of your marketing ecosystem could test hypothetical scenarios (e.g., “what if we shifted 30% of our content focus from CIOs to CMIOs?”) without risking actual budget on unproven approaches.
System Dynamics modeling software like Vensim or AnyLogic
Google’s TensorFlow for predictive modeling
Monte Carlo simulation tools
LityxIQ for marketing performance simulation
Claude to generate detailed scenario analysis reports from simulation data
Midjourney to create visual representations of different campaign scenarios
GPT-4 to generate executive briefings on optimal campaign configurations
Tome AI for creating interactive campaign strategy presentations based on simulation results
Gamma to produce data-driven strategy documents that explain simulation outcomes
Historical campaign performance data across channels
Seasonal trend analysis for healthcare decision-making
Budget allocation models and their historical results
Competitive campaign timing and focus data
Economic indicators affecting healthcare purchasing
- Industry event calendars that impact decision timing
- Regulatory change timelines that drive purchasing decisions
Download a PDF of
The Modern B2B Healthcare Technology Marketing Playbook.
Conclusion
The modern healthcare technology buying process demands a fundamental and critical shift in your marketing approach. By using this playbook, you’ll align your marketing strategy with how healthcare organizations actually make purchasing decisions today—focusing on account-based engagement, building brand preference early in invisible buying journeys, and leveraging the peer validation that healthcare buyers trust most.
Remember that this transformation doesn’t happen overnight. Start with the foundation, build incrementally, and continually refine your approach based on results. The organizations that adapt to this new reality will gain a competitive advantage in today’s more complex healthcare technology marketplace.
How Health Launchpad Can Help You Transform Your Marketing
Health Launchpad was founded to help healthcare technology and services companies navigate the challenges of selling and marketing to healthcare organizations. What makes us unique is our sophisticated approach to sales pipeline growth, driven by account-based thinking, data, and technology—proven to deliver measurable results.
As your pipeline growth partner, we combine deep healthcare buyer understanding with a proven growth strategy and healthcare-focused content expertise. Our full-stack, tech-enabled marketing capabilities are delivered by a team of healthtech marketing experts with decades of hands-on industry experience.
We offer comprehensive solutions across three core areas:
Pipeline Growth Services: A data-driven approach to ABM tailored for healthtech buyers
Strategic Advisory Services: Deep industry expertise combined with exclusive analysis frameworks to solve your biggest strategic challenges
Messaging & Content Development: A proprietary technique for developing effective content that engages and converts healthcare buyers
