May 07, 2024

How Demand Generation is Changing in Healthtech

43 minutes

In this replay of the first session from the Healthtech Marketing Summit, we dive into the evolution of demand generation in the healthtech industry. The session is moderated by Adam Turinas, CEO and founder of healthlaunchpad, a healthtech marketing agency. Adam is joined by an expert panel featuring Matt Carollo (HIMSS), Hannah Drake (healthlaunchpad), Lucy Railton (Drummond Group), and Adam Rosenberg (RX Lighting).

The discussion covers:

Insights from a recent HIMSS survey on the healthcare IT buyer journey, including the complexity of the buyer collective, lengthening buying cycles, and the importance of proven success and interoperability

Perspectives on the challenges of balancing freely sharing information vs. gated content to generate leads

The effectiveness of trade shows, webinars, events, intent data, and referral marketing in driving demand

The diminishing returns of tactics like Google ads and the need to provide real value in content marketing

Using a mix of first-party, second-party, and third-party intent data to identify in-market accounts and individuals

Shifting from measuring leads to measuring revenue influence and partnering closely between marketing and sales

The importance of investing in brand awareness as part of an overall account-based marketing approach

Throughout the session, the panelists share candid insights and tips based on their experiences across a range of healthtech organizations. The conversation sets the stage for a deeper dive into account-based marketing in a later session.

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