The Healthtech Marketing Podcast presented by HIMSS and healthlaunchpad

Natalie Cunningham is the CMO of Terminus, one of the leaders in ABM technology.  What Natalie doesn't know about ABM is not worth knowing.    In this interview, we cover:  -Who is Terminus  -What is efficient growth  -Why ABM is so relevant for healthtech -What is the state of ABM adoption  -What is the typical ABM adoption journey  -How to create personalized experiences  -How to use ABM with existing customers  -What is GTM

Dr. Nick Patel. Nick is a highly accomplished physician and healthcare executive and a well-known expert on digital transformation. In 2021 and in 2022, he was recognized by Beckers Hospital Review as one of the 50 innovative chief digital officers to know.   In this episode, we cover:  The changing role of Chief Digital Officers  -The state of healthcare digital transformation -Best practice in digital transformation for healthcare organizations -What will it take for digital health to succeed -Top challenges in digital health  -Technology that he is excited about

Caregility is a highly successful telehealth firm. In this episode, Kelly McDermott shares their journey to embracing Account-based marketing fully.   This is a masterclass on how to move systematically from experimentation to doing ABM at scale.  Kelly explains why technology is only a small part of successful ABM. It's all about the people. Kelly shares: How Caregility has adapted to boom and slow-down in virtual care Why they took the decision to move to ABM How they focus on fewer than 400 accounts How they got started with ABM How they selected an ABM platfom How they are organized around an ABM model How they have evolved their ABM model What the results have been

Using social media at scale for large B2B organizations is a big challenge. In this episode, you will learn how one of the biggest healthcare technology firms has mastered this. Simon Rost is a lively and insightful marketer with a brilliant perspective on how to use social media at scale. The pandemic forced his team to rethink the marketing plan for this large global healthcare B2B business. Simon and the team developed a bold, highly engaging video content and social media program. In this episode, you will learn:  - How GE markets its healthcare solutions - How they had to adapt to the pandemic - How they developed an exciting content and social media program - How they adapted their marketing operating model to this program - How they scaled this globally

Daniel Pluard is the CEO of an early-stage healthcare interoperability start-up that is taking low-code/no-code approach to tackle a highly complex issue. In this episode, Adam and Daniel cover: 1. Intely's mission 2. Why and how they got started 3. What the challenges have been 4. Who they are selling to, and what problem they solve for them 5. The startup life 6. Adversity vs Joy 7. How they sell and market as a startup 8. Who they go to for help and advice 9. If money were no object what would they do differently

David Fortino is the Chief Strategy Officer of Netline, a leading content syndication platform. His firm helps thousands of marketers get buyers engaged with 100s of 1000s of pieces of content.  These guys have tons of data on how buyers engage with content. David recently published some fascinating insights on this and he shares them in this latest podcast episode. In particular:  - What content is most effective?  - What content do buyers want and why?  - How to use content to initiate and nurture relationships  - Trends in content?

Sunila  Levis is a long-time healthcare technology executive who has rich experience working across many different parts of the US healthcare system   In this episode, you will hear about: Key differences between public and private arms of healthcare  How they buy differently Her trusted sources for information and advice  What marketers get right and get wrong  How to reach an IT exec like Sunila

"Living among the gorillas".  This is something you don't hear very often in healthcare marketing. But you will in this episode.   Dr Dean Browell, Ph.D. is an ethnographer and Chief Behavioral Officer of Feedback, an innovative customer insights firm. In this episode, you will hear about ethnography and how it can be applied to healthcare sales.   Dean sheds light on nurse burnout and looks at the issue from a very different perspective. You will also learn how to use online listening to gain a better understanding of what your buyers are looking for.

Guy Friedman and his partner, Yarone Goren founded Steady MD as a concierge medicine service. This was going well, but a new opportunity arose that made them reevaluate their strategy.  They had built a network of talented physicians nationwide who were providing care via telehealth. The explosion of digital health created a need for physicians to provide care virtually. They saw an opportunity to meet this need by creating a network of physicians licensed in every state. They pivoted the company and successfully established themselves as a leader in this emerging market. In this episode, Guy tells the story about how they pivoted, how they sell, how they are building a strong brand and how they market. They are especially good at inbound marketing.

Lizzy Felciano and Elizabeth Fennell from H1 join Adam Turinas to talk about  how they are building a new complex healthtech brand. H1 is an exciting new business funded by a successful healthtech entrepreneur.  Lizzy is the SVP of marketing and Elizabeth is the Director of Integrated Marketing.   In this episode, you will learn:  - How to approach scaling up marketing for a VC-backed company  - How to use ABM  - How to communicate a single message that has different value to different audiences

Nick Kagal spent time on both the customer and vendor side of the healthcare buyer market. In his role as the head of marketing at SpinSci Technologies, a healthcare communications technology provider, he is putting that experience to good use. The most notable thing about their approach to marketing is how they work with major telecoms technology vendors. Their approach to partnership is working well for this relatively small and fast-growing firm. In this episode you will learn: - How to approach partnership marketing - How to engage in a way that is equitable - How to collaborate with partners at major conferences and shows

Rachel Stephan is an expert in event marketing. More specifically she knows how to get people to show up and engage at the event and extend the value of an event.  She does this through clever use of influencers, social media and by activating speakers to promote the events.   In this episode, you will learn:  - How to promote your presence at an event  - How to get people to come see you at an event  - How to stay in touch with them  - How event marketing will evolve

We all know that selling and marketing to healthcare is incredibly complex. RXRevu deals with a whole other level of complexity. They engage three different audiences: Payers, Providers and EHR Vendors. They have different value propositions and different messages for each, that all ladder up to a single brand. In this episode, Adam Rosenberg, RXRevu's Director of Marketing explains how they do this, how they are organized and how they take a disciplined ABM approach to sales and marketing. Adam has some unique perspectives as he has a tenured career in healthcare both in sales and marketing. He shares insights on what's important on both sides the sales and marketing coin. You will also learn how RXRevu thinks about the new policy changes in healthcare and capitalizes on these to provide value to all their audiences.

In this episode of the Healthtech Marketing Podcast, you will hear from an experienced healthcare IT buyer, Melanie Turner AVP, Health System Information Services, UAB Medicine Enterprise. For anyone selling to healthcare systems IT departments, this is an opportunity to learn what it feels like to be sold and marketed to and most importantly how to build trust. It will also shed light into the inner workings of a large healthcare organization's buying process. Melanie is an RN who has worked both as a clinician and in an operational role in IT and other parts of the healthcare system. In addition to providing IT Services, Melanie's department of close to 400 people, also develops and purchases applications. In this episode you will learn: - How this large IT departments functions - How they are using FHIR - How the technology purchasing process has changed - How they prioritize and fund projects - Melanie's sources of trust when evaluating solutions - How vendors build trust with Melanie and pet peeves about vendors who get it wrong

David Cole from the DAC Group is not a healthcare specialist per se but has some unique insights that are critical to building brands. David helps companies build brands from the inside out.  It's all about how you use the brand to transform an organization and how to change the behaviors of your people so that they manifest and build the brand. This is hard work as it requires ensuring that all the touchpoints reflect the brand, and especially your people. David's approach is a mash-up of brand strategy and change management. In this podcast, you will learn: - Why is this important - How do companies get it wrong - Who does it well and who stands out as having made the transformation - What’s the process for making the transformation - What are the barriers to making this happen - How do you break down silos - How do you motivate people to change their behavior - How do you know when it’s working

Kaycee Kalpin is the hyper-energetic and super smart, Chief Marketing Officer of Premier Inc. Among many other things, she is a devotee and evangelist of agile marketing,  In this episode, Kaycee explains how Premier works with thousands of healthcare vendors to meet the needs of hundreds of healthcare organizations.   She dives into how they are changing the perception of Premier from being a huge GPO to being a solution provider for the value-based care needs of healthcare organizations.  She explains how marketing serves the needs of their key account leads and last but not least goes into her passion for agile marketing and how her team operates with these principles.

Karsten Russell-Wood is an accomplished and experienced healthcare technology marketing executive. He built his career at Philips and GE Healthcare. As the Chief Marketing & Experience Officer at Equum Medical, he leads brand building, demand generation initiatives for this telehealth-enabled multi-specialty global provider firm. In this episode, Karsten, talks about the importance of the state of digital transformation, customer insight, building trust, and how to do that. Karsten is engaging and insightful and this episode is full of great ideas for healthtech marketers.

Hays Waldrop is an entrepreneur and a champion networker who founded and runs several networking groups for healthcare executives. In his own words, he is "Switzerland" between healthcare executives and suppliers.  His groups include the Institute of Healthcare Executives and Suppliers, (IHES). Members are CEOs and their teams, including heads of the supply chain and also select suppliers. Providers join to learn from experts. This is where suppliers come in. Suppliers come to the meetings to inform and teach these provider executives. And obviously, they can influence purchasing, and potentially that leads to sales. In this episode, Hays dives into the importance of networking and building long-term personal relationships. This includes how you, as a marketer, can create customer networking groups for your own business. He also shares his experience in adapting his in-person business to the virtual world, how he found how incredibly valuable the IHES network was to its members. 

Ryan Grable heads up marketing for the awesome PerfectServe, a leader in the clinical communications space.   Ryan has a ton of experience in technology marketing and has been leading PerfectServe's marketing team for the last year.   In this podcast you will learn:  - Ryan and team's mission to help healthcare organizations understand how they can help them help their patients  - How PerfectServe has integrated three acquisitions and developed a brand strategy across the new entities  - How they created a new singular brand and brought this to life under the banner of PerfectServe Unite by taking a customer-first approach  - What the benefit of this is to customers, partners, and their expanded team  - How this in part of uniting all their staff around a single vision and how this translates into delivering a consistent customer experience  - What's the same and different about healthtech marketing versus other categories -  How to apply B2C marketing concepts in a healthcare B2B, serving customers where they are

Lucy Railton leads marketing for the fast-growing, Canadian, healthtech business, Smile CDR.  Smile is on FHIR, pun-intended.  They are helping healthcare organizations solve interoperability issues through their FHIR-based platform. They provide solutions to help their customers adopt open standards to set their data-free.  Lucy is a long-time technology marketer who is building a marketing department from the ground up.    In this podcast you will learn:  - How Smile CDR has climbed a steep learning curve to enter the US market  - How they have built a marketing team from a team of 1 to a team of 20  - How they approach digital marketing especially how they create and leverage content  - How Smile CDR is educating the market about FHIR especially the payer market  - How they develop persona-based content marketing plans  - How they use influencers  - How they use Hubspot to create highly targeted marketing to engage buyers ​across long buying cycles - How to create a testing methodology across your marketing plan

Royce is a long-time digital health growth leader. He is the Chief Revenue Officer of Health Recovery Solutions a remote monitoring provider. In this episode of the Healthtech Marketing Podcast, Royce dives into what it takes to create a tightly integrated sales and marketing team. Let's face it, most sales and marketing teams are siloed and often at odds with each other. Not so at HRS. Royce has created a highly integrated team. This has been key to how Royce Brunson has scaled HRS's sales. Here is what we cover in the episode: - Royce's take on the future of Digital Health - HRS's SaaS-like approach to sales and marketing - Their hybrid insourced/outsourced agency model  and why they keep content marketing inhouse - Why is it so hard to align sales and marketing and how HRS does it - The importance of 360 feedback between SDRs, marketing and account execs - Why they have not fully implemented ABM yet - The secret sauce to speeding up the sales cycle and increasing deal size And stay until the end as you will enjoy Royce's one piece of advice. Watch the video of this episode https://healthlaunchpad.com/building-a-tightly-integrated-sales-marketing-team-royce-brunson-chief-revenue-officer-of-health-recovery-solutions/

How does helping a poor Peruvian result in mastering SEO?  OK, not a question you will come across every day. Well for David Kosloski, a conversation with his travel guide on a trip to the Andes, inspired the creation of a travel business, where he taught himself the science and art of SEO. If you are interested in SEO and how to create content to drive demand, this episode is for you! David is a sensei at making SEO work hard and understanding what content to create to improve the chances that prospects will find a way to your door. David runs marketing for Avelead, a thriving revenue cycle firm, and he has been exceptionally creative in how they approach generating demand and building authority for Avelead's brand. In this episode, he shares in detail how they have approached this, with a particular focus on content and SEO.  He is a fascinating and engaging guy. He started life as a band manager for a rock band. This led him to Nashville and inevitably in Nashville, this led to a job in healthcare. Along the way, he developed his SEO skills through his personal passion, travel. You won't want to miss his backstory and what happened after he spoke to the travel guide in Peru. Watch video of the episode https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-6-david-kosloski-director-of-marketing-avelead/  

Drew is truly a B2B Marketing rock star.    He is the founder of Renegade Marketing, a very successful B2B agency, and also the founder of the CMO Huddles. He has a really great podcast on B2B marketing called Renegade Marketers Unite. And last but not least he is also the author of a must-read new book for B2B marketers called Renegade marketing – 12 steps to building unbeatable b2b brands.   In this episode, you will hear why great marketers are Cats, how to create great marketing, how to build amazing B2B brands. You will also learn a ton about brand positioning, promise, and taglines. Drew shares TONS of insights, how he built his business and how he thinks about brand-building. And if you want get Drew's awesome book on Renegade Marketing, here is his Amazon page.  Enjoy! Watch the video https://healthlaunchpad.com/drew-neisser-insights-on-b2b-marketing/

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.  In this episode, we feature the awesome Robyn Duda who is an expert in Events and experiential marketing. She shares insights on how the event marketing space has been disrupted by the COVID 19 pandemic. She highlights how event marketers are adapting to the situation and probe some candid perspectives on what the future market looks like. This podcast is brought to you by HIMSS the leading healthcare technology member organization in collaboration with healthlaunchpad. Podcast Highlights With Time-Stamps In this Podcast, Robyn Duda shares valuable insights On [2:19]  Roby’s Story & Experience [5:24]  The Need To Provide Value [6:42]  How Events Industry Is Adapting To COVID [7:27]  Meaning Of Hybrid Events. [8:47]  HIMSS 2021 & Digital Events Experience [10:14] The Future Expectations. [12:13] Healthcare Organization – Coping With COVID [17:28] Virtual & Physical Events Engagements [24:27] Events Brand Presentation – Best Approach [26:53] Robyn’s Piece Of Advice View the video here: https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-4-robyn-duda/

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.   Dr. Jordan Tannenbaum is a physician turned CIO and CMIO at Saint Peter’s Healthcare System, New Brunswick, New Jersey. In this episode, Dr. Jordan shares about his career, and how his Healthcare organization has adapted to the COVID-19 pandemic, and how this has affected the services that their patients seek. This podcast is brought to you by HIMSS the leading healthcare technology member organization in partnership with healthlaunchpad. Key Highlights With Time-Stamps [2:18]   Dr. Jordan’s Career & Transition to Healthtech [6:37]  St. Peter’s Healthcare Coped With The Pandemic [12:05] Centralized Remote Patient Monitoring [16:05] How Technology Changed Decisions [17:35] Defining Mature Telehealth [21:16] Insights As  Target Buyer Or Influencer [24:15] Marketers Identifying Buyers Problems [27:34] Dr. Jordan’s Pet Peeves With Marketers [20:12] Advice To Marketers On Cold Calling [29:37] Dr. Jordan’s Experience On Vendor Side [33:38] Dr. Jordan’s Advice To Healthtech Marketers View the video: https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-3-dr-jordan-tannenbaum/

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.   In this second episode of our Healthtech Marketing Podcast series, you will hear from marketing veteran, Jim Rose who leads marketing for the awesome InterSystems. Jim shares insights and candid perspectives on how to build a brand for a large poorly understood software firm. This podcast is brought to you by HIMSS and healthlaunchpad. Podcast Highlights With Timestamps [2:37] Mr. Jim Rose Career Journey [4:20] InterSystem & Focus On Customers [6:47] Creating & Building The Brand [7:48] InterSystems Initial Brand Problem [9:45] Brand Positioning Process [10:46] Problem With Software Firms [13:52] Brand Stories With Emotional Connection [17:30] How To Execute Authentic Advertising [19:00] Measuring Impact [19:55] Brand Resonating With Employees [21:26] Brand Measurement [23:08] Ad Stories With Emotional Elements [24:43] Being Specific to The Audience [25:31] Things That No Longer Work! [28:09] Targeting With LinkedIn [31:18]  Advice For Marketers View Video: https://healthlaunchpad.com/clone-of-the-healthtech-marketing-podcast-episode-2-jim-rose-intersystems/

In this First Episode of the Healthtech Marketing Podcast, you will hear from Ben Person, who leads marketing for the fast-growing Software firm, Nuvolo. This is a master class on ABM and focuses on how to make it work, how to measure it, and how to build an ABM Demand Generation Engine. This podcast is brought to you by HIMSS and healthlaunchpad. Podcast Highlights With Timestamps: [2:47] Nuvolo’s Background [3:57] Ben Person’s  Career Journey [5:32] How Nuvolo Restructured Its Marketing [7:22] Nuvolo’s Approach To Brand Awareness [9:24] How Nuvolo Implements ABM [10:11] Explaining Intent Data [11:28] Nuvolo’s ABM Campaigns [13:00] One-to-Many ABM [14:30] Linkedln Targeting [15:25] Nuvolo’s Experiences [16:53] How Nuvolo’s Measures ROI [19:43] ABM & Terminus On Sales Revenue [22:15] Ben Person’s Key ABM Advice View Video: https://healthlaunchpad.com/podcast-episode-1-ben-person/