In this milestone 100th episode of The HealthTech Marketing Show, I reflect on the journey to reach this point and share something we've never done before—opening up about what we've been building at Health Launchpad with AI.
The first episode launched almost four years ago with my friend Ben Person, and while there have been challenging moments where I considered stopping, the encouragement from listeners has made it all worthwhile. I'm grateful to HIMSS for their early support and to Healthcare Now for recently joining their syndication network, which has significantly boosted our reach.
Today's episode is special because I'm pulling back the curtain on Health Launchpad's AI transformation. Drawing from our Healthech Marketing Network survey, we discovered that while 98% of healthtech marketing teams use AI, only 7% have a strategic roadmap for it. About six months ago, we realized we were in the same boat, using AI tactically without a clear strategy.
Since then, we've developed a comprehensive approach, which I dive into in this episode.
I also share what I learned at MAICON. This annual AI conference for marketers was mind-blowing. It was both the most exciting event I have been to and the most terrifying.
We are on a mission to use AI to help our clients grow their business. I'm incredibly proud of how our team has embraced this transformation, and I want to extend an offer to anyone wrestling with their AI strategy. Book a call with me to discuss your journey. No sales pitch, just a conversation to share ideas and perhaps provide some guidance as you navigate this exciting but challenging landscape.
Key Topics Covered
"(00:00:00)" Introduction to Episode 100
"(00:01:00)" The Healthech Marketing Show Origin Story
"(00:04:00)" Health Launchpad's AI Announcement
"(00:05:00)" Healthtech Marketing Network AI Survey Results
"(00:07:00)" AI as Career Opportunity and Threat
"(00:09:00)" The Disruption Wave and Changing Buyer Behavior
"(00:10:00)" Our Three-Part AI Strategy Framework
"(00:12:00)" Andrew Robertson on AI and Creativity
"(00:13:00)" Making Work Easier with AI
"(00:14:00)" Making Output Better - Beyond Average Information
"(00:16:00)" Introducing the HLP BrAIn
"(00:18:00)" Benchmarking AI-Enhanced Expertise
"(00:20:00)" Custom GPTs and AI Agents
"(00:22:00)" New AI Service Offerings
"(00:23:00)" Team Transformation and Looking Ahead
References:
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
This may be my favorite ever episode. And it’s a doozy!
I sat down with Nick Panayi, CMO of Inovalon, to explore one of the most comprehensive AI adoption stories I've encountered in healthcare technology marketing. Nick leads a 95-person marketing team at this 2,000-employee data and solutions company, and what they've accomplished in just two years is remarkable.
According to our recent survey of the HealthTech Marketing community, only about 7% of companies have an AI strategy roadmap, let alone reach this level of AI integration. This makes Nick's insights particularly valuable for the rest of us on this journey.
What impressed me most was how they've made AI accessible across their entire marketing organization. They've created a unified platform called Amaru AI that serves as a no-code environment where marketers can build workflows without technical expertise. By integrating AI tools directly into their existing Monday.com workflow system, they've met their team where they already work rather than forcing adoption of new platforms.
Nick also shared fascinating use cases, including AI-powered voiceovers with Eleven Labs, conversational AI prospecting with Synthflow that makes outbound calls, and using Google's Notebook LLM to transform dense white papers into engaging podcast content.
Key Topics Covered:
"(00:00:00)" Introduction and Nick's Background
"(00:03:00)" Building an AI-First Marketing Team
"(00:07:00)" Overcoming Barriers - Legal and Team Concerns
"(00:10:00)" The AI Roadmap and Tiger Team Approach
"(00:12:00)" Scaling AI Adoption Across the Organization
"(00:14:00)" Content Creation with AI Scoring
"(00:18:00)" Automated Website Tagging and Personalization
"(00:22:00)" Agentic AI for Paid Search Advertising
"(00:30:00)" Amaru AI Platform Architecture
"(00:35:00)" AI Integration in Monday.com Workflows
"(00:36:00)" Image Generation and Remix Tools
"(00:37:00)" Tega AI for Prospecting and Lead Generation
"(00:40:00)" Synthflow - Conversational AI Calling
"(00:45:00)" ROI and Measurement Approaches
"(00:49:00)" AI Voiceovers and Video Production
"(00:51:00)" AI Podcasting with Google Notebook LLM
"(00:53:00)" Advice for Agencies and Consultants
In this post, I lay out a strategic roadmap that emulates what Nick and team have achieved at Inovalon.
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
In this episode, I speak with Susan Roth, Senior Director of Marketing at Netrality Data Centers, about her remarkable journey from marketing leader to AI agent builder. Susan shared how she went from being uncertain about AI's role in marketing to becoming a pioneer in building sophisticated AI workflows and agents, while managing a small marketing team and investing significant personal time and resources into her education.
What makes Susan's story particularly compelling for healthcare technology marketers is her practical approach to implementation. She's not just theorizing, she's actively using it to transform how a small marketing team operates. From editing video in minutes instead of hours to creating automated research workflows that cost just $1.50 per execution, Susan demonstrates how AI agents can enable small teams to compete at scale. She also offers a pragmatic yet optimistic view of AI's impact on the workforce, emphasizing that organizations will need people to manage and maintain these systems, and that the key is learning to work alongside AI rather than being replaced by it.
For marketing leaders feeling overwhelmed by AI's rapid evolution, Susan's advice is straightforward: start small with low-risk use cases, embrace discomfort as part of the learning process, and remember that AI literacy is an ongoing journey rather than a destination. Her most important message is to "do it scared"—because waiting on the sidelines is no longer an option for marketers who want to remain competitive.
Key Topics Covered
[00:00:00] - Introduction
[00:02:00] - Discovering AI as a Human Evolution Story
[00:06:00] - Learning Resources: Marketing Profs B2B Forum
[00:09:00] - Shifting Behavior: From Search Engine to Strategic Partner
[00:10:00] - Introduction to Agentic Workflows
[00:12:00] - The AI Build Lab: Four-Week Foundations Course
[00:16:00] - The Builder Mindset for Marketers
[00:18:00] - Key Tools: Notion, Typing Mind, and Cassidy
[00:20:00] - Daily AI Applications in Marketing Work
[00:21:00] - Use Cases: Research, Content Creation, and Video Production
[00:25:00] - Building 50 Agents: From Research to Email
[00:28:00] - The Cipher Agent: Automated Sales Research Workflow
[00:31:00] - AI Adoption: Strategic Use vs. Individual Tools
[00:33:00] - The Future of Marketing Teams: Humans and Agents Working Together
[00:35:00] - The "Do More with Less" Question and Workforce Implications
[00:37:00] - The Importance of Hiring and Training Young People
[00:39:00] - Advice for Getting Started: Pick One Small Use Case
[00:40:00] - Learning to Prompt and Using AI to Teach AI
[00:41:00] - The Ongoing Journey: Being Comfortable with Being Uncomfortable
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
In this episode, I'm joined by three exceptional members of our Healthtech Marketing Network - Mariana Small, Elena Putilina, and Amy Swanson - who spearheaded our first-ever AI Cohort project.
Together, they surveyed over 100 healthtech marketing leaders to understand how our community is actually using AI in their day-to-day work, moving beyond the hype to examine practical applications and real challenges.
The research revealed some fascinating insights about where we stand as an industry. While 93% of respondents are using AI in some capacity, very few organizations have successfully integrated AI into their core workflows or developed strategic roadmaps for implementation. Perhaps most telling, almost no one is measuring AI's impact beyond basic productivity metrics, creating a significant gap between leadership's enthusiasm and actual business value demonstration.
While leadership teams are generally supportive and see potential value, they're looking for AI to drive demand generation and performance improvements - not just cost savings. However, marketers are struggling with workflow integration, tool selection overwhelm, and demonstrating clear ROI. The community has identified four key areas where they need help: AI-based search optimization, future skills development, creating repeatable workflows, and establishing governance frameworks.
This research confirms we're still in the early stages of AI adoption in healthtech marketing, but it also provides a clear roadmap for moving from experimentation to strategic implementation. The findings show that while the enthusiasm is there, we need to focus on building proper foundations.
Key Topics Covered
Join us for an in depth webinar covering the AI Cohort Research on October 8th at 1 pm ET.
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
In this AI Quick Take episode, I take a look at one of the most fascinating yet misunderstood applications of AI in healthcare: digital twins. While this concept has been around in engineering and technology circles, I wanted to explore what it really means for us as healthcare marketers and why it could be a game-changer for our industry.
A digital twin is essentially a virtual model of a real-world process, system, or even a person. Think of it as a digital replica that can simulate how real things behave. In healthcare, we're already seeing exciting applications, such as simulated patient flow through emergency departments, personalized treatment modeling for individual patients, and even simulations of medical devices like pacemakers or MRI machines.
What makes these particularly powerful for marketers is that, unlike static personas, digital twins continuously ingest real-world data and evolve over time. I outlined three key marketing use cases that could transform how we work.
Creating digital twins of our buyers - essentially persona modeling on steroids.
Simulating the value of products before customers ever buy.
Helping prospects experience outcomes before deployment.
The bottom line is that digital twins could help us solve healthcare's notorious long sales cycles by moving from "trust us, our solution works" to "here's exactly how it'll work in your specific environment." I believe the vendors who master this capability over the next few years will have a significant competitive advantage, being able to prove value in weeks rather than months through immediate outcome simulation.
Key Topics Covered
“Introduction to Digital Twins (00:00:00)”
“Healthcare Applications (00:02:00)”
“Marketing Advantages (00:04:00)”
“Buyer Digital Twins (00:05:00)”
“Product Marketing Applications (00:07:00)”
“Sales Enablement (00:08:00)”
“Getting Started - Customer Data (00:10:00)”
“Content Development Strategy (00:11:00)”
“Demo Differentiation (00:11:00)”
“Future Vision (00:13:00)”
“Closing Advice (00:14:00)”
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
In this episode, I had the pleasure of speaking with John Lynn, founder of Healthcare IT Today and Swaay Health, and Brittany Quemby, who leads their marketing effort. We discussed the evolving landscape of healthcare technology buyers and the marketing strategies that are most effective in today's increasingly challenging environment.
John provides insights into how the healthcare technology buyer is changing and how the committee-driven decision-making process has become even more complex. Buyers are only investing in solutions with clear ROI or AI connections. Without these elements, vendors find themselves in an education mode, preparing for when budgets eventually open up.
We also discussed the three major pain points keeping healthcare leaders awake at night: security threats (the 3 AM breach call), AI strategy challenges (navigating the current "best of breed" landscape while waiting for all-in-one solutions), and EHR optimization (maximizing the massive investments already made).
Key Topics:
“(00:00:00) Introduction”
“(00:01:00) - The Origin Story of Swaay Health”
“(00:04:00) - The Evolving Healthcare Technology Buyer”
“(00:07:00) - Major Pain Points for Healthcare Leaders”
“(00:11:00) - Sources of Trust and Influence”
“(00:17:00) - The Access Problem”
“(00:19:00) - What's Working in Marketing”
“(00:25:00) - Video Content Strategy at HIMSS”
“(00:28:00) - Content Formats and Trends”
“(00:33:00) - Future Marketing Trends”
“(00:37:00) - Go-to-Market Strategy Recommendations”
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
In this AI Quick Take episode, I explore the critical concept of prompt engineering. This skill is fundamental in transforming how you use AI tools like ChatGPT, Claude, and Perplexity in your professional work. Most people are using these robust AI systems like glorified search engines, but to unlock their full potential for marketing, sales enablement, and content creation, mastering prompt engineering is essential.
AI systems are competent, but they need context, constraints, and clear objectives to deliver truly valuable results. In the episode, I will review the Five Layer Framework for crafting effective prompts:
Define the role and context
Set specific objectives
Clarify audience and use case
Establish format and constraints
Define success criteria
I also walk through practical examples in market research, campaign planning, and sales enablement, showing how this structured approach can save 20-30 hours of manual work while delivering superior results.
Key Topics Covered:
For a detailed walkthrough of AI prompt engineering, check out our "How To" guide.
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
In this episode, I delve into a topic that's been personally frustrating me and affecting countless other LinkedIn users: the dramatic decline in organic reach and engagement on the platform. LinkedIn has been instrumental in building Health Launchpad's brand over the years, but like many others, I've noticed it's simply not working the way it used to.
Richard Vander Blom's comprehensive LinkedIn Algorithm Report is an incredible resource that I reference in this episode.This reveals some stark statistics from February 2024 to February 2025:
LinkedIn has fundamentally changed its algorithm to prioritize relevance over exposure. Where we once used LinkedIn for broad amplification, the platform now focuses on getting content in front of fewer but more relevant people.
This LinkedIn decline, combined with decreasing SEO-driven traffic due to AI overviews, means two key pillars of inbound marketing are becoming less effective. Both Google and LinkedIn have changed in ways that make inbound marketing more challenging. This, in turn, increases the pressure to buy ads. This forces us as marketers to fundamentally rethink our inbound strategies.
In this episode, I present my seven-point strategy for adapting to these changes. It's still possible to build meaningful connections and grow your business through LinkedIn. The key is to accept that the old playbook no longer works and to embrace these new realities.
Key Topics
Check out our full blog post for a deep dive into LinkedIn’s algorithm changes.
Here are the other posts I referenced:
How to Master LinkedIn, Build Your Brand and Win
CustomersMy Insane LinkedIn RoutineLatest LinkedIn Ads Best
Practices for Healthtech Marketers
Interested in exploring how to improve your LinkedIn strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this AI Quick Take, I do my best to demystify the confusing landscape of AI models that's been a little overwhelming. The AI world feels like the mid-'90s browser wars all on steroids, with multiple companies vying for dominance, each with its own approach and philosophy.
I started by breaking down the major players. The big story isn't just about who has the smartest model - it's about trust, speed, and who controls the interface between you and AI.
I also go into how our company went through the process of selecting OpenAI as our enterprise platform, and why GPT-5's consolidation approach and improved reasoning capabilities could make it compelling for health tech marketing applications.
Most importantly, I explored what this means for us as healthcare marketers. With AI getting better at complex research and evaluation, our buyers are going to do even deeper analysis before they ever engage with vendors. This creates both a challenge - harder to reach prospects early - and an opportunity to feed the AI beast with more comprehensive content that influences those AI-powered research sessions.
Key Topics Covered:
Interested in exploring how to improve your AI enablement strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode, I sit down with Kristin Russel, CMO of symplr, to unpack how she’s building a unified brand in one of the most complex corners of healthcare — and doing it right in the middle of the AI revolution.
Kristin shares how symplr has evolved from a collection of acquired companies into the “backbone of healthcare operations,” and why that’s required not just smart marketing but category creation. We explore her concept of “branded demand,” how she balances ABM, demand gen, and opportunity marketing, and why she believes you can’t outwork complexity — you have to outsmart it.
From AI-driven personalization to surviving the shift toward AI-powered search, Kristin offers an inside look at how one of healthcare’s biggest players is keeping their marketing fresh, relevant, and human.
Key Topics:
Check out our full blog post where I break down Kristin’s approach to “Branded Demand”.
Interested in exploring how to build your brand? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this AI Quick Takes episode, I review one of the most intriguing recent developments in AI - OpenAI's introduction of ChatGPT Agent. I break down what makes ChatGPT Agent fundamentally different from the ChatGPT we're all familiar with.
I also explore how this could be applied in healthcare marketing. For example, whether you're launching a new RevCycle solution upgrade or running ABM campaigns, the agent could handle everything from competitive research to creating personalized messaging at scale.
The possibilities are genuinely exciting, though I noted that even Sam Altman seemed cautious about what they're unleashing, which tells you something about the power of this technology.
Key Topics Covered
Interested in exploring how to improve your AI enablement strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode, Dan Czech, Vice President of Insights at KLAS, and my colleague Mark Ewrich, Chief Strategy Officer at Health Launchpad, and I discuss a “Must-Read” study, “Navigating the Uncertainty of Federal Policy 2025.”
Dan and his team at KLAS surveyed almost 170 healthcare organizations to understand how they're responding to recent federal policy changes and budget uncertainties.
In this week’s episode, you will learn how healthcare organizations are navigating through shifting federal policies without clear direction. The study reveals that 90% of organizations feel they lack the clarity needed to act decisively, and 85% have developed multiple contingency plans to respond to policy changes.
Dan, Mark, I talked through the five key themes from this study. They have significant implications for healthcare technology vendors. Most surprisingly, despite all the uncertainty, IT budgets aren't being frozen - they're being redirected toward specific priorities like AI, automation, and cybersecurity. Organizations are looking for solutions that can help them reduce workforce costs while maintaining the quality of care.
Mark provides insightful commentary throughout our discussion on how healthcare technology companies should position themselves in this environment - focusing on de-risking solutions, demonstrating clear ROI, and aligning with the specific areas where organizations are still willing to invest.
This study is essential reading for anyone selling into healthcare right now, as it provides a roadmap for understanding where opportunities still exist despite the challenging environment.
Key Topics Covered:
(00:00:00) Introduction
(00:02:00) Contingency Planning
(00:05:00) Theme 1: Planning Through the Fog
(00:07:00) Theme 2: Policy Shifts Drive Hard Choices
(00:11:00) Theme 3: IT Budgets Redirected, Not Frozen
(00:15:00) Theme 4: AI as the Bright Spot
(00:19:00) Theme 5: Value-Based Care Momentum
(00:24:00) Theme 6: Small Organizations at Greater Risk
(00:26:00) Closing Thoughts and Takeaways
KLAS Report: Government and Regulatory Impact on Healthcare Delivery Organizations 2025
Want to learn more about planning for changing regulations? Explore this topic in greater depth in our detailed blog post. We provide a dozen actionable best practices. Check it out.
Interested in exploring how to improve your podcasting strategy? Reach out to Adam directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode of the Healthtech Marketing Podcast, we kick off our new AI Quick Takes series. Adam Turinas explains how generative AI is fundamentally changing search traffic and what healthcare technology marketers need to know about Google's EEAT framework.
Drawing from his own experience of declining website traffic despite years of steady growth, Adam explains how AI overviews are reducing organic search traffic while creating new opportunities for brands that understand Google's Experience, Expertise, Authoritativeness, and Trustworthiness signals.
The episode offers practical strategies for healthcare technology companies to refine their content marketing approach. Hear real-world examples of how proper EEAT implementation can lead to inclusion in AI overviews and offers actionable advice for maintaining visibility in an AI-driven search landscape.
Key Topics Covered:
Blog article mentioned in this episode.
Want to learn more about EEAT? Explore this topic in greater depth in our detailed blog post. We provide a dozen actionable best practices. Check it out.
Interested in exploring how to improve your AI strategy? Reach out to Adam directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your AI questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode of The HealthTech Marketing Show, I welcome Carol Flagg, founder of Answers Media Network and Healthcare IT Radio, to discuss the evolution of podcasting and the emerging trend of video podcasting in healthcare technology marketing.
Carol shares her journey from traditional media sales to building a healthcare IT content syndication network and discusses how the podcasting landscape has reached several key tipping points.
Our conversation explores practical strategies for healthcare technology companies considering podcast creation, emphasizing the importance of niche targeting, engaging hosts, and leveraging AI tools to streamline production and content repurposing.
Discover why video podcasting represents a fresh opportunity to maximize your content investment and how it can serve as a foundation for a modern growth strategy.
Key Topics Covered:
Want to learn more about how podcasting is changing? Explore this topic in greater depth in our detailed blog post. We provide a dozen actionable best practices. Check it out.
Interested in exploring how to improve your podcasting strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode of The HealthTech Marketing Show, I am joined by Colin Hung, Editor in Chief at Sway Health, and Lea Chatham, Content and Brand Strategist at Health Launchpad, to explore the evolving landscape of thought leadership in healthcare marketing.
We discuss how thought leadership has transformed with new mediums, the blurring lines between paid and earned media, and practical strategies for creating authentic, impactful content.
Colin shares insights from his role as a "professional conference attendee" and his experience running a healthcare marketing publication, while Lea brings 25 years of content marketing expertise to discuss how thought leadership has evolved from print newsletters to today's multi-channel approach.
Learn how healthcare marketers can adapt their thought leadership strategies to modern channels while maintaining authenticity and building trust with their audiences.
Key Topics Covered:
Want to learn more about how thought leadership is changing? Explore this topic in greater depth in our detailed blog post.
Interested in exploring how to improve your thought leadership strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode of The HealthTech Marketing Show, host Adam Turinas is joined by Valerie Stachurski, Chief Marketing Officer at RxPx, and Paul Vandre, Digital Marketing Lead at Health Launchpad, to discuss best practices for LinkedIn advertising in B2B healthcare marketing.
Valerie shares insights from her award-winning direct-to-patient campaign for sickle cell disease and explains why LinkedIn represents 85% of her paid digital budget. She emphasizes the importance of personalization, content strategy, and maintaining consistent brand awareness campaigns on the platform.
Paul provides tactical advice on campaign structure, optimization techniques, and common pitfalls to avoid. He discusses the multi-stage approach to LinkedIn campaigns, moving prospects through awareness, engagement, and conversion phases using targeted content and retargeting strategies.
The conversation covers everything from content formats and A/B testing to account-based marketing integration and specific technical optimizations that can dramatically improve campaign performance.
Key Topics:
Interested in exploring how to improve the LinkedIn strategy for your organization? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode of The HealthTech Marketing Show, I am joined by Kristen Jacobsen, VP of marketing at RevSpring and Justin Metz, Content Lead at Health Launchpad, to explore the critical role of storytelling in healthcare technology marketing.
We delve into how effective storytelling transforms business discussions into human stories, showing how technology improves lives of both provider staff and patients. The discussion covers practical aspects like embedding storytelling into company culture, training sales teams, and adapting messages for challenging economic conditions.
We also discuss the importance of balancing emotional storytelling with concrete ROI demonstrations, especially in today's cost-conscious healthcare environment.
Key Topics:
Interested in exploring how storytelling can help your healthcare technology marketing? Read our detailed blog post.
Connect with me: https://www.linkedin.com/in/adamturinas/
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
In this episode, we sit down with two marketing leaders who are redefining how we measure marketing impact in healthcare. Adrianna Hosford from Artera and Lauren Burke from AMPS share their journey from basic "vanity metrics" to sophisticated revenue attribution models that prove marketing's true business value.
Discover why the buying cycle is actually 3-4x longer than the sales cycle, how to measure the "dark funnel" using an iceberg methodology, and why prospects with 5+ high-touch marketing moments close deals faster and bigger. Plus, learn innovative techniques for using AI and conversation intelligence to uncover hidden attribution insights.
This episode is packed with actionable strategies for B2B healthcare marketers ready to transform their measurement approach and demonstrate clear ROI to leadership.
Key Topics Covered:
Interested in learning more about meaningful KPIs for your marketing activities? Explore this topic in greater depth in our detailed blog post.
Connect with me: https://www.linkedin.com/in/adamturinas/
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
At the end of the day, everything we do in healthcare is about how it impacts patients.
As healthcare technology marketers, it is easy to lose sight of that, as we are all so focused on targeting the buyers in healthcare organizations.
This episode will inspire you to get more patient-centric and provide some very helpful advice on how to raise your patient-centric game.
Host Adam Turinas is joined by Adam Cherrington from KLAS Research and Lea Chatham from Health Launchpad. The discussion centers around patient centricity in healthcare technology, exploring its definitions, importance, and best practices.
Adam Cherrington provides insights from KLAS's extensive research and recent patient engagement summit, while Lea Chatham shares practical experiences from her marketing career, emphasizing how marketers can effectively integrate patient feedback into product development and communications.
Listen in to learn how to enhance patient experience, demonstrate ROI, and manage organizational change effectively.
Key Topics Covered:
Interested in learning more about patient-centric thinking for your marketing activities? Explore this topic in greater depth in our detailed blog post.
Connect with me: https://www.linkedin.com/in/adamturinas/
Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
And here are some of the resources mentioned in the episode:
Ambient AI medical scribes:
Cardiovascular health app: ALYKA Health
AI-Powered digital patient experience: Vital
Patient engagement platform: Upfront Healthcare
Patient communications and engagement platform: Solutionreach
In this episode of The HealthTech Marketing Show, guest host Mark Erwich leads a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante.
They discuss the essential strategies for aligning teams around pipeline goals, the use of collaborative scorecards for performance measurement, effective buyer engagement tracking, and the evolving roles of business development representatives (BDRs).
They also explore how marketing teams can influence pipeline acceleration, customer retention strategies, and the importance of brand building as part of a holistic approach to pipeline management.
Key Topics Covered:
Resources:
Are you interested in learning more about the challenges with pipeline optimization? Our detailed blog post explores this topic in greater depth.
Connect with me: https://www.linkedin.com/in/adamturinas/
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