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The Healthtech Marketing Podcast presented by HIMSS and healthlaunchpad

The Healthtech Marketing Podcast presented by HIMSS and healthlaunchpad

By Adam Turinas

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.

Each episode features an experienced healthcare technology marketing leader who shares tips, insights, and how-to’s on a specific topic. Episodes include ABM, brand strategy, international expansion, content marketing, and more. The series is presented by Adam Turinas, a marketing veteran and healthtech entrepreneur.

This podcast is brought to you by HIMSS and healthlaunchpad
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Currently playing episode

Making a Successful Pivot - Guy Friedman, CEO and founder of Steady MD.

The Healthtech Marketing Podcast presented by HIMSS and healthlaunchpadAug 03, 2022

00:00
29:30
The Impact of ChatGPT on Content Marketing - Casey Meehan, Epic Presence

The Impact of ChatGPT on Content Marketing - Casey Meehan, Epic Presence

Unless you have been hiding under a rock in the last six months, you will be aware that ChatGPT is a big deal. It affects marketing in many ways, not least content marketing. Generative AI has been making a gradual impact on Content Marketing for a few years. ChatGPT 4 could be transformative.


If you are a content marketer concerned about the impact, fear not generative AI can give you superpowers, but you have to take action to master it.


In this in-depth interview, I chat with Case Meehan, a long-time content marketing guy who has been experimenting with generative AI for several years., He dives into the topic in great detail. It's one of the most fascinating conversations in a long time. And we cover a lot of ground:

- How ChatGPT and other generative AI tools have already made an impact

- How to get started

- What ChatGPT can enable content marketers to do, significantly how to leverage content more efficiently

- How this will change how content marketers work and the value they deliver

- What embedding means and why this is a game changer that needs to be mastered now

- How this will revolutionize how Thought Leadership content is created and what new possibilities it will create

May 25, 202331:36
A Social Selling Masterclass - Anita Windisman, Blue Square Collective

A Social Selling Masterclass - Anita Windisman, Blue Square Collective

Anita is a confounder of Blue Square Collective. She is a very highly regarded expert in social selling. At Blue Square, she helps companies master digital and social selling. Before founding, Blue Square was a Customer Sucess leader with LinkedIn in Europe.

In this episode, Anita covers the following:

- What is social selling

- How companies can excel at and scale social selling

- How to structure a social and digital selling program

- What are the steps to social selling excellence

- What makes someone a superstar social seller

- What are the biggest mistakes made in social selling


You can reach Anita here https://www.linkedin.com/in/anita-windisman/



May 15, 202336:43
All Things Marketing Ops, Milton Hwang, Mission Martech

All Things Marketing Ops, Milton Hwang, Mission Martech

In this episode, Milton Hwang of Mission Martech, a long-time marketing technologist, talks about all things marketing operations. He has a deep background in healthcare technology marketing. In our conversation, we cover the following: - The evolution of marketing operations - Where marketing operations is going - How to structure, organize and operate marketing ops - The four different personas of marketing ops leaders: Modernizers, Orchestrators, Psychologists, and Scientists

Apr 21, 202331:40
The Partnership Episode - Jenna Chambers, Terminus and Brittany Jones, Gozio Health

The Partnership Episode - Jenna Chambers, Terminus and Brittany Jones, Gozio Health

In this episode, we are doing something a little unusual, and we have two terrific guests today in this special episode on partnerships. This is a deep dive into the whole area of sales and marketing partnerships.

 Our two awesome guest span 7 time zones. From the UK, we have Jenna Chambers, the head of global partnerships from Terminus, the ABM platform for 1000+ companies. And from Denver, CO, we have Brittany Jones, Vice President of Partnerships for Gozio Health, which provides an end-to-end, customizable digital health mobile engagement platform for healthcare, among other things, like centralizing access to patient-facing tools, helps with hospital wayfinding and many others.

You will learn:

  • How both companies leverage partnerships for growth and delivery (e.g. integrations)
  • The strategic importance of partners, especially in customer success
  • How they find, qualify and engage partners
  • What makes a successful partnership
  • How to make the partnership thrive and grow
  • How to scale the program
  • The magic of Crossbeam

Watch this as a video here https://youtu.be/2ojjqGWXWzE

Apr 03, 202331:40
Efficient Growth and All things ABM - Natalie Cunningham, CMO of Terminus

Efficient Growth and All things ABM - Natalie Cunningham, CMO of Terminus

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


Watch video here https://youtu.be/kHHnuU5IH4g

Mar 14, 202329:25
What It Will Take for Digital Health Transformation To Succeed, Dr Nick Patel, Digital Health Transformation Health Expert

What It Will Take for Digital Health Transformation To Succeed, Dr Nick Patel, Digital Health Transformation Health Expert

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


Video here https://youtu.be/g6k5RJ-s6sc

Mar 05, 202327:35
The ABM Journey - Kelly McDermott, Caregility CMO on how to transition to full-scale ABM

The ABM Journey - Kelly McDermott, Caregility CMO on how to transition to full-scale ABM

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

You can view the episode here https://youtu.be/RXWiT5aUodE

Feb 27, 202326:19
Using Social Media A Scale - Simon Rost, Chief Marketing Officer, GE Healthcare’s Enterprise Digital Solutions

Using Social Media A Scale - Simon Rost, Chief Marketing Officer, GE Healthcare’s Enterprise Digital Solutions

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

Nov 28, 202233:44
The Start-up Journey - Daniel Pluard, CEO of Intely

The Start-up Journey - Daniel Pluard, CEO of Intely

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

Nov 15, 202236:05
Latest Insights on Content Marketing, David Fortino, Netline

Latest Insights on Content Marketing, David Fortino, Netline

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?

Nov 08, 202225:46
The HIT Buyer's Perspective - Sunila Levi Long-time Healtcare System IT Executive

The HIT Buyer's Perspective - Sunila Levi Long-time Healtcare System IT Executive

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
Oct 28, 202225:11
The Power of Ethnography in Selling to Healthcare - Dean Browell PhD, Chief Behavioral Officer, Feedback

The Power of Ethnography in Selling to Healthcare - Dean Browell PhD, Chief Behavioral Officer, Feedback

"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.

Aug 30, 202229:30
Making a Successful Pivot - Guy Friedman, CEO and founder of Steady MD.

Making a Successful Pivot - Guy Friedman, CEO and founder of Steady MD.

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.

Aug 03, 202229:30
Scaling Up Marketing For a VC-backed Healthtech Firm - Lizzy Felciano and Elizabeth Fennell from H1

Scaling Up Marketing For a VC-backed Healthtech Firm - Lizzy Felciano and Elizabeth Fennell from H1

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

Jul 20, 202228:34
Marketing With Partners, Nick Kagal, VP of Marketing and Business Development, SpinSci

Marketing With Partners, Nick Kagal, VP of Marketing and Business Development, SpinSci

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

May 31, 202223:25
Getting Greater Engagement in Event Marketing with Rachel Stephan from Snoball

Getting Greater Engagement in Event Marketing with Rachel Stephan from Snoball

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

May 05, 202228:17
Making the Complex Simple with Adam Rosenberg, Director of Marketing, RXRevu

Making the Complex Simple with Adam Rosenberg, Director of Marketing, RXRevu

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.

Apr 27, 202235:46
The Buyer's Journey with Melanie Turner, AVP, Healthcare Information Systems UAB Medicine Enterprise

The Buyer's Journey with Melanie Turner, AVP, Healthcare Information Systems UAB Medicine Enterprise

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

Apr 05, 202234:55
Building a Brand From The Inside Out. An Interview with David Cole from DAC Group

Building a Brand From The Inside Out. An Interview with David Cole from DAC Group

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



Mar 02, 202229:35
Agile Marketing and How Premier is Changing Its Brand, Kaycee Kalpin, CMO Premier

Agile Marketing and How Premier is Changing Its Brand, Kaycee Kalpin, CMO Premier

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.

Feb 22, 202238:34
The Importance of Building Trust - Karsten Russell-Wood, Equum Medical

The Importance of Building Trust - Karsten Russell-Wood, Equum Medical

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.

Feb 12, 202236:57
The Power of Networking - Hays Waldrop, Founder of IHES

The Power of Networking - Hays Waldrop, Founder of IHES

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. 



Jan 25, 202233:19
Creating a new singular brand to bring a new mission to life - Ryan Grable, Chief Marketing Officer, PerfectServe

Creating a new singular brand to bring a new mission to life - Ryan Grable, Chief Marketing Officer, PerfectServe

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

Jan 18, 202231:60
Building a marketing engine from the ground up - Lucy Railton, Director of Marketing, Smile CDR

Building a marketing engine from the ground up - Lucy Railton, Director of Marketing, Smile CDR

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

Jan 11, 202227:46
Building a Tightly Integrated Sales & Marketing Team: Royce Brunson, Chief Revenue Officer, Health Recovery Solutions (HRS)

Building a Tightly Integrated Sales & Marketing Team: Royce Brunson, Chief Revenue Officer, Health Recovery Solutions (HRS)

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/

Dec 10, 202136:57
SEO is Part of the Culture: David Kosloski, Director of Marketing, Avelead

SEO is Part of the Culture: David Kosloski, Director of Marketing, Avelead

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/

 

Nov 17, 202135:35
Tales from a B2B Marketing Guru: Drew Neisser, CEO and Founder of Renegade Marketing and the CMO Huddles
Nov 04, 202136:46
The Future of Event and Experiential Marketing: Robyn Duda, Growth Strategist and Experiential Marketer

The Future of Event and Experiential Marketing: Robyn Duda, Growth Strategist and Experiential Marketer

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

  1. [2:19]  Roby’s Story & Experience
  2. [5:24]  The Need To Provide Value
  3. [6:42]  How Events Industry Is Adapting To COVID
  4. [7:27]  Meaning Of Hybrid Events.
  5. [8:47]  HIMSS 2021 & Digital Events Experience
  6. [10:14] The Future Expectations.
  7. [12:13] Healthcare Organization – Coping With COVID
  8. [17:28] Virtual & Physical Events Engagements
  9. [24:27] Events Brand Presentation – Best Approach
  10. [26:53] Robyn’s Piece Of Advice

View the video here: https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-4-robyn-duda/

Oct 21, 202129:23
Insights from a Healthcare IT Buyer: Dr Jordan Tannenbaum, CIO/CMIO St Peter's Healthcare

Insights from a Healthcare IT Buyer: Dr Jordan Tannenbaum, CIO/CMIO St Peter's Healthcare

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/

Oct 21, 202136:19
How To Build a Leading Healthcare IT Brand: Jim Rose, Chief Marketing Officer, Intersystems

How To Build a Leading Healthcare IT Brand: Jim Rose, Chief Marketing Officer, Intersystems

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/

Oct 13, 202135:01
A Healthcare Tech ABM Master Class: Ben Person, VP of Global Marketing, Nuvolo

A Healthcare Tech ABM Master Class: Ben Person, VP of Global Marketing, Nuvolo

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/


Oct 13, 202124:43