According to The Healthtech Marketing Network, the biggest issue facing health tech marketers in 2025 is how to develop new frameworks for measuring their impact and how that aligns with modern buying behavior.
Here is a simple checklist to help you take the first step.
STOP:
- Chasing lead volume metrics that don’t reflect real buying behavior
- Using single-touch attribution (it’s 2025 – buyers don’t work that way!)
- Thinking marketing’s job ends at MQL
- Cold outreach to accounts with zero engagement
START:
- Measuring pipeline quality over quantity
- Tracking engagement at the account level
- Using multi-touch attribution that reflects reality
- Creating “state zero” opportunities to track early engagement
- Following buying group behavior, not just individual leads
DO MORE:
- Aligning sales and marketing (shared dashboards, definitions, and SLAs)
- Brand awareness tracking and sentiment monitoring
- Intent data usage to prioritize accounts
- Content that educates and builds credibility
- Strategic account-based planning
DO LESS:
- Focusing on vanity metrics like impressions
- Single-channel marketing
- Treating marketing as a cost center
- Output-focused reporting
The future isn’t about lead volume and lots of disappointing MQLs—it’s about the quality of engagement that leads to high-quality opportunities