Digital Clinic

What happens when a veteran agency strategist who manages Super Bowl buys, affiliate campaigns, and complex MarTech stacks moves to the buyer side of the table?

In this episode of The Digital Clinic, Aaron Burnett sits down with Fariba Shamim, Manager of Category Strategy for Marketing at Liberty Mutual. Drawing from her transition from high-stakes ad agency strategy to leading procurement for a Fortune 100 brand, Fariba reframes procurement from a traditional cost-cutting bottleneck into a strategic partner that protects brand privacy while enabling innovation.

In this episode, you'll learn:

• How an agency background transforms marketing procurement into a strategic partner

• Why privacy-first enterprise brands require DPAs before substantive tech discussions

• How regulated enterprise brands safely evaluate and test generative AI tools

• Measuring long-term value, managed service support, and efficiency beyond price cuts

• Adapting sourcing strategy to shifting consumer habits and emerging AI search channels

CHAPTERS:

00:00 Welcome

02:37 Agency Roots and Curiosity

04:54 From Affiliate to Super Bowl

06:43 Why Procurement

08:06 Leading Marketing Sourcing

09:51 Regulated Risk Reviews

11:29 Importance of Data Privacy

12:42 Scaling AI Partnerships

14:35 AI Tools That Deliver

19:07 Value Beyond Cost

24:40 Future of Marketing

How can marketing leaders move past vanity metrics and build a measurement engine that earns total financial confidence from their CFO?

In this episode of The Digital Clinic, Aaron Burnett breaks down how healthcare and MedTech marketers can transform marketing from a perceived cost center into a proven business driver. Featuring insights from past episode guests, including Mari Considine, Mike Julian, Richard Chapman, Kevin Madden, Michael Wiegand, and Paul Weinstein, this compilation episode explores how to construct a privacy-compliant, composable data and reporting infrastructure that connects campaign performance directly to bottom-line profitability

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In this episode, you'll learn:

• How to align marketing KPIs and custom indices directly with your strategic plan

• Why default ad platform metrics prioritize raw clicks over customer starts and CLTV

• How Media Mix Modeling (MMM) unlocked a 72% profit increase for a Wheelhouse client

• How deflection rates can driving higher-value care completion

• How to build a privacy-compliant data warehouse integrating CRM and Salesforce data

How do you build a marketing engine that educates surgeons and drives pipeline 24 hours a day?

In this episode of Digital Clinic, Aaron Burnett sits down with veteran medtech marketer Tony Chadwick. Tony discusses his recent success helping Bioventus scale its commercial pipeline from $19 million to over $200 million. He breaks down how to transition from traditional product-pitching to an educational, story-first approach.

In this episode, you'll learn:

• Why digital marketing acts as a 24/7 sales rep to reach buying committees

• How Bioventus scaled its pipeline from $19 million to over $200 million

• Why a "teacher first" mindset builds deeper trust with spine surgeons

• Why authentic storytelling and video beat generic, AI-generated copy

CHAPTERS:

00:00 Welcome

02:28 Bioventus Overview

05:04 Demand Gen Pipeline Growth

07:28 Targeting Surgeons With Proof

10:55 LinkedIn Consistency Playbook

12:49 Ascom Healthcare Smartphone

16:24 Career Path and Skill Stack

20:30 AI in Healthcare Marketing

23:01 Measuring Marketing Impact

25:15 Ultramarathon Mindset

30:38 Future Trends and Closing

Connect with Tony Chadwick on LinkedIn: https://www.linkedin.com/in/tonychadwickmba/

How do you optimize your digital ad platforms when strict healthcare privacy laws block your tracking pixels?

In this episode of Digital Clinic, Aaron Burnett sits down with Michael Wiegand, Director of Marketing Sciences at Wheelhouse DMG. Together, they explore how real-time propensity modeling enables HIPAA-compliant, value-based bidding on platforms like Google and Meta. Michael shares how to bypass slow retroactive audience modeling, protect patient privacy, and feed real-time prediction scores back to your ad networks so you can optimize for higher quality leads. In this episode, you'll learn:

• How to calculate a lead's predicted conversion value the second they hit submit

• Why local and session storage can keep your data pipeline fully HIPAA-compliant

• How to solve for long 180-day MedTech sales cycles inside Google's 90-day signal window

• How to set up Google Tag Manager as a private, secure appliance on your own cloud

• How a major MedTech client boosted their new customer starts by fifty percent in six months

Are AI search citations really driving business outcomes, or are they just a vanity metric?

In this episode of Digital Clinic, Aaron Burnett sits down with Taylor Hurff, Director of Digital Strategy at Wheelhouse DMG. Together, they unpack Generative Engine Optimization (GEO) in healthcare and medtech, moving beyond simple citation counts to focus on brand sentiment and real visibility. Taylor shares practical ways to diagnose traffic drops, build compliant AI workflows, and adapt as search engines shift to AI-default modes. In this episode, you'll learn:

• Why brand mentions and sentiment matter far more than citation counts

• How to diagnose whether AI overviews are cannibalizing your organic traffic

• How to build privacy-first AI workflows that protect patient data

• Why direct traffic and brand search increase when you optimize for GEO

• How to prepare for AI becoming the default mode in search engines

Learn more about Wheelhouse DMG's AI Optimization services for healthcare and medtech companies: https://www.wheelhousedmg.com/capabilities/digital-strategy-seo/ai-brand-monitoring-and-optimization/

Connect with Taylor on LinkedIn: https://www.linkedin.com/in/taylorjhurff/

Only 28% of MedTech companies have a documented marketing strategy—are you in the 72% falling behind?

In this episode of Digital Clinic, Aaron Burnett sits down with Saul Marquez, CEO of Outcomes Rocket. Drawing from his MedTech sales experience and 2,000 interviews, Saul reveals why rushing into execution is a costly mistake. Together, they explore the foundational role of strategy and how to craft a winning commercial story. In this episode, you'll learn:

• Why the "marketing treadmill" traps teams in execution mode

• Why FDA clearance is a "license to hunt," not a sales guarantee

• How a strong commercial story beats having the best product

• How to create urgency and pitch your vision in five minutes

• Why the convergence of MedTech and HealthTech demands a new approach

CHAPTERS:

00:00 Welcome

03:19 Spotting Marketing Gaps

03:56 Execution Without Strategy

05:12 Discover, Define, Deliver

08:20 From Insights to Action

10:19 Lessons From 2000 Interviews

11:30 Clarity Creates Urgency

14:50 Approval Is Not Sales

18:25 Sales Lens Advantage

25:59 Future and Wrap Up

Healthcare buying committees are large, slow-moving, and full of stakeholders with competing priorities. Adam Turinas understands this from both sides of the table. Before founding Health Launchpad, he spent years running a health tech company navigating the same complexity his clients face today.

In this episode, he shares how to approach account selection, map buying committees, and build measurement frameworks that connect marketing activity to pipeline. He also covers where AI adoption is creating a genuine competitive opening for healthcare marketers right now and what it takes to treat it as infrastructure rather than a productivity shortcut.

In this milestone 50th episode of Digital Clinic, we celebrate by revisiting the most insightful moments from our previous conversations with industry leaders in healthcare marketing. Join me as we explore the unique challenges and opportunities faced by med tech marketers in a privacy-first, highly regulated environment. We’ll discuss how to effectively engage consumers (formerly known as patients) while navigating compliance and building trust through first-party data strategies. Discover the evolving role of AI in digital marketing and why it’s crucial to maintain a human touch in our communications. Tune in to gain valuable insights that can elevate your marketing strategies in the healthcare sector.

In this episode of Digital Clinic, we tackle the pressing challenge of navigating shifting compliance rules in healthcare marketing without sacrificing performance. Join me as I speak with Richard Chapman, an experienced privacy officer and founder of Syndalos, who shares invaluable insights into the evolving landscape of state-level privacy regulations. With federal guidance becoming less clear, healthcare marketers must adapt to a complex web of compliance requirements while maintaining effective marketing strategies. Richard emphasizes the importance of collaboration between marketing, compliance, and legal teams to ensure alignment and minimize risk. Tune in for practical advice on how to enhance your marketing efforts while staying compliant in an increasingly regulated environment.

In this episode of Digital Clinic, I dive into the transformative potential of media mix modeling for privacy-first marketers in healthcare and med tech. With cookie deprecation and new regulations reshaping how we track and measure success, conventional attribution methods are proving inadequate. I chat with Michael Wiegand, Director of Marketing Sciences at Wheelhouse DMG, who shares his journey from skepticism to advocacy for media mix modeling. Discover how this innovative approach can reveal the joint, direct, and indirect effects of your marketing channels, driving better decisions with less media spend. Tune in to learn how businesses can achieve greater insights and profitability while navigating the complexities of compliance in today’s digital landscape.