The Healthtech Marketing Show

What if the most valuable thing AI can do for your marketing team has nothing to do with content? A year ago, Mike Campana, Chief Marketing Officer at Naviant, was an AI skeptic. Then he showed me Resonance, and it blew me away.

Resonance is a web-based tool that Mike and his team built without a single engineer. Behind it are 978 personas across multiple vertical markets, and it connects to Salesforce and HubSpot. Before a rep walks into a meeting or a BDR picks up the phone, it tells them who they’re talking to, what that person cares about, and how to move the conversation forward. It even tells a BDR how to pronounce HCAHPS and what not to say.

In this episode, Mike explains why most persona projects end up as a checkbox nobody revisits. He shows how his team mapped entire buying groups north and south of the economic buyer, and how marketing became an intelligence engine for its number one customer, the sales team. He also shares the approach I think every nontechnical marketer should hear: plan in Claude first and have Claude direct Claude Code. Along the way he tells the very funny story of the two arguing with each other about what Mike really wanted.

If you’re wondering how AI can bring marketing and sales closer together, or whether you need developers to build something real, this episode is for you.

Key Topics Covered

• "(00:00)" Introduction
• "(03:30)" Mike’s AI journey, from Jasper and Perplexity to workflows and tools
• "(05:45)" Deeper buyer intelligence for sales teams
• "(08:15)" Researching every attendee at a round table
• "(09:30)" Why most persona projects fail and the buying group problem
• "(12:00)" Building 978 personas
• "(14:30)" Inside the build
• "(16:15)" Lessons from beta testing the MVP
• "(17:00)" How Resonance works
• "(19:00)" Using Claude as the single gateway to Salesforce, HubSpot, and Resonance
• "(21:15)" Arming BDRs
• "(24:30)" What the tool can and can’t do
• "(28:00)" Building without a developer
• "(32:45)" Advice for teams
• "(35:30)" What’s next for Resonance
• "(37:30)" Five key takeaways

Find Casey Meehan here.

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Your team probably uses AI every day now. Can you show leadership what it’s actually getting you? For most healthtech marketing teams, the honest answer is no.

In this episode I share the results of the third wave of our AI benchmark survey of in-house healthtech marketers. In one year, the share of teams with integrated AI workflows or a strategic roadmap went from under a third to about two thirds, and nobody in the latest wave said they weren’t using AI at all. The data also shows three gaps. Only about 1 in 10 teams has AI fully connected to their CRM, CMS, or analytics. Four in 10 still aren’t measuring the return on AI. And 85 percent have no formal training budget.

My colleague Mark Erwich, Chief Strategy Officer at Health Launchpad, joins me to talk about what this means for you. We cover why “we use AI” no longer sets you apart and how to measure AI in a way that wins resources, not just one that justifies cost cuts. We also talk about how to think about the risk of connecting AI to your core systems. We share what happened when we presented the findings to the HealthTech Marketing Network, and we close with five practical takeaways you can act on this quarter.

Download the full report here.

Key Topics Covered

• "(00:00)" Introduction
• "(02:45)" Finding 1: AI maturity jumps from dabbling to building in one year
• "(04:15)" Finding 2: Workflow integration vs. data integration with CRM, CMS, and analytics
• "(06:00)" Finding 3: Measurement is the biggest blind spot
• "(07:00)" Finding 4: Paid licenses are common, but training budgets and headcount are rare
• "(08:15)" Finding 5: IT and engineering hold the keys to high-value use cases
• "(09:00)" Why the measurement gap and the IT gap are two sides of the same coin
• "(09:45)" Voices from the field
• "(12:45)" The three phases of AI adoption
• "(14:15)" Where differentiation comes from now
• "(16:15)" Mark’s top recommendation
• "(17:30)" Measuring AI by capability and quality first, efficiency last
• "(21:15)" Why connecting AI to your data changes how you work
• "(23:15)" What healthtech marketing leaders shared in the network session
• "(25:00)" The risk question
• "(27:45)" Other ways to connect AI to your systems besides APIs
• "(28:15)" What marketing’s role looks like a year from now
• "(30:30)" Mark’s one piece of advice
• "(31:30)" Adam’s five takeaways from the survey

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

If you run events in healthtech, this time of year means two full-time jobs: finishing 2026 and planning 2027. So I brought in people who do this every week. 

Robin Moritz, Senior Event Manager at InterSystems, has run their trade show program for almost 20 years and handles around 60 events a year. Liat Kozuch, Field Marketing Lead at Hyro, runs more than 40 activations a year with a two-person team. My Health Launchpad colleague Amy Hamilton, a 20-year health IT veteran, joins me as co-host for the first time and leads most of the conversation.

We dig into the questions every event marketer is asking right now. How do you decide which shows to keep and which to cut? How soon can you judge whether an event worked? How do you stand out at HIMSS when Epic and Philips are next door? And how do you get people into your booth who actually matter to your sales team, not just a pile of badge scans that go nowhere?

Robin explains how InterSystems went from 85 shows to 60, and how hosting a reception at the College Football Hall of Fame turned a quiet show into one where people remembered them. Liat shares how she turns her booth into a "carnival" of micro-events, why she would rather take the stage alongside a health system customer than pitch alone, and how the Call Dropper game lets CIOs feel the exact pain Hyro solves. You will also get practical tools, low-budget booth ideas, and a strong case for putting marketers on the show floor.

If you are building your 2027 events calendar, this episode is a masterclass.

By the way, on Thursday, October 22, Hyro will host its third annual Care OnCue™ Summit, a free, one-day virtual event for health system leaders shaping the future of patient access and operations. 

Across 20 sessions, more than 50 speakers from leading U.S. health systems, including AdventHealth, Sutter Health, Inova Health, UPMC, and Kaiser Permanente, will share what is working now and the practical lessons leaders should carry into their 2027 planning. 

Can’t attend live? Register to receive access to the session recordings following the event.

Event and meeting tools 

• Jifflenow (Robin): Trade show meeting scheduling and analytics, now part of Cvent.
• Popl (Robin): Event lead capture with badge scanning, AI data enrichment, and CRM sync.
• Salesforce and HubSpot (Robin): The CRMs she mentioned integrating with Jifflenow.

Planning and project management 

• monday.com (Robin, Amy, Liat): Cloud-based work management platform.
• monday.com connector for Claude (Liat): The setup Liat described for turning voice notes into Monday tasks and briefs. The connector is based on monday MCP, uses OAuth authentication, and respects existing monday.com permissions. 
• Miro (Liat): The visual whiteboard she uses to map the full event calendar.

Events and venues mentioned 

• HIMSS Global Health Conference (Robin, Liat)
• ViVE (Liat) 
• CHIME Fall Forum (Liat)
• Becker's Healthcare events (Liat)
• Civitas Networks for Health Annual Conference (Robin)
• College Football Hall of Fame (Robin's Civitas reception venue) 
• Sphere, Las Vegas (Robin's pre-HIMSS event)
• Swaay Health / Swaay Live (Amy)

Guest companies and resources 

• Patient Journey Pioneers (Liat's podcast): Hyro's podcast featuring insights from leading healthcare executives on emerging techn, digital acceleration, and patient journey strategy.
• Hyro Care OnCue™ Summit (Oct 22)

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.

Follow me on LinkedIn.

Subscribe on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

All of our episodes the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Most healthtech thought leadership isn't leadership. It's participation with a byline. That's what healthtech marketing leaders are saying about themselves.

This month we ran two candid peer sessions on thought leadership in the Healthtech Marketing Network, and this solo episode is my report on what came out of them. When we asked senior marketing leaders where their programs sit on Adrianna Hosford's three levels of thought leadership, almost everyone said level two. A few said zero. Not one person claimed level three, even though industry surveys say 97% of practitioners believe their programs deliver measurable impact.

I walk through six themes from those conversations. Why evidence alone is not a point of view. Why the bar for bold is lower in healthcare than you think. Why your best thought leader might be a director, a clinician, or a KOL rather than your CEO. How AI went from a bad author to your most important reader. Why the stage is the source and everything else is the echo. And why the attribution ceiling is starting to crack. Along the way I bring in insights from past guests Adrianna Hosford, Paul Wicks, and John Lynn, and I close with five takeaways and one exercise you can try this week.

If you've ever wondered whether your thought leadership actually sets you apart or just adds to the noise, this episode will help you find out.

Key Topics Covered:

• "(00:00)" Introduction
• "(03:10)" Adrianna Hosford's three levels of thought leadership
• "(06:00)" The level two trap: free education for your whole category
• "(07:00)" Evidence is not a point of view
• "(08:45)" Two CEOs who paired proof with a real opinion
• "(10:10)" Regulatory constraints and healthcare's lower bar of controversy
• "(12:25)" KOLs as third-party endorsement
• "(13:25)" Building thought leadership for buying committees
• "(15:05)" AI as author: why it produces the generic average
• "(17:00)" AI as audience: what LLMs weigh when deciding who gets cited
• "(18:10)" John Lynn's counterpoint on branded content and AI citations
• "(19:25)" Why conferences and live events came out on top
• "(20:15)" Why the room was skeptical of LinkedIn despite the ROI data
• "(21:20)" Podcasting as the bridge between the live moment and the long tail
• "(22:30)" Can thought leadership be tied to pipeline?
• "(25:25)" Five key takeaways
• "(27:05)" One thing to try this week
• "(27:25)" Closing thoughts

Previous Episodes Mentioned:

• Is Sponsored Media as Trusted as Earned Media?
• The Thought Leadership Gap in Healthtech
• How to Build Pipeline With Podcasts
• How Peer-Reviewed Evidence Drives AI Discoverability

Resources Mentioned:

• Thought Leadership in Practice: The 2026 Report
• The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

How do you know whether your healthtech company needs a classic demand gen campaign or a full ABM program? 

In this episode, I'm joined by my colleague Paul Vandre, Account Director and Digital Marketing Specialist at Health Launchpad. Paul has two decades of experience in digital marketing, spending more than five years building paid media strategy for about 30 Health Launchpad clients.

Paul starts by diagnosing the right approach. He uses two rules of thumb: a deal size of around $50K, and who you're selling to. Then he looks at why health systems usually settle on a shortlist long before anyone books a demo. According to 6sense, the first vendor a buyer calls wins 84% of the time, so paid media's real job is getting you into the consideration set early. Paul also explains which signals to track at each stage of the buyer journey, and how to show your leadership team that marketing is influencing revenue when you can't attribute every deal.

On the demand gen side, Paul gets into why LinkedIn isn't always the answer, especially for clinician audiences. Paul explains how Meta, programmatic, Google, direct mail, and niche trade outlets fit into a real multi-channel mix. He also covers why campaigns tend to hit their stride around month three. If your paid media isn't delivering what you expected, this episode will help you work out whether the problem is your channels, your message, or both.

Key Topics Covered

• "(00:00)" Introduction
• "(04:00)" How to tell whether a company needs demand gen or ABM
• "(06:00)" Two rules of thumb: the $50K deal size line and who you sell to
• "(07:00)" How health systems buy and how paid media supports ABM
• "(10:00)" The 6sense stat: the first vendor called wins 84% of the time
• "(11:00)" What digital advertising is for
• "(13:00)" The signals to track at each buyer stage
• "(14:00)" Showing leadership the value of influence
• "(19:00)" Reaching clinicians when LinkedIn doesn't work
• "(21:00)" What to expect in the first three months of a paid demand gen campaign
• "(23:00)" Programmatic advertising explained
• "(26:00)" Content and offers that work at each stage of the funnel
• "(28:00)" Paul's biggest lesson
• "(30:00)" The first thing to check when paid media isn't working
• "(32:00)" My five key takeaways from the conversation

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

If you skipped every healthtech conference this year, this episode is your catch-up call.

My guest is Colin Hung, Editor-in-Chief at Swaay.Health and Healthcare IT Today, who is on pace to attend 50 conferences in 2026, roughly one a week, which means he sees more vendor pitches and more buyer conversations than almost anyone else in this industry. I asked him what has actually changed on the show floor this year, and his answer should worry anyone still pitching a five-year ROI story.

Colin walks me through why buyers have no patience for long payback periods. The standard or many, is three to six months. And, why AI has quietly moved from a standalone purchase to something baked into every backend system you already own. That shift is making it harder than ever for vendors to stand out.

We get into the one unglamorous AI use case that is actually winning deals right now (hint: it involves faxes), why security transparency and AI governance are becoming the next competitive edge, and what he thinks marketers need to stop saying if they want their message to break through the noise.

We close with his predictions for 2027, including a call on patient experience investment that you may not want to hear, and his take on what you are missing every single time you decide to stay home instead of showing up.

Key Topics Covered

• “(00:00)” – Introduction
• “(06:00)” – The economy takes center stage in conversations
• “(08:00)” – Budget cuts, paused projects, and stripped down requirements
• “(09:00)” – Buyers now demand proof of value in three to six months
• “(10:00)” – Operational efficiency becomes the new buzzword
• “(12:00)” – A maturing conversation around generative versus agentic AI
• “(17:00)” – Fax triage and other unglamorous, high impact AI deployments
• “(19:00)” – The gap between what vendors promote and what buyers want
• “(23:00)” – Security transparency and AI governance are becoming competitive advantages
• “(24:00)” – The standout technology of the year
• “(26:00)” – Predictions for 2027
• “(29:00)” – What healthtech marketers miss by skipping conferences entirely
• “(30:00)” – What's next for Swaay.Health

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

If you've ever wondered why splitting your brand budget from your demand gen budget always seems to end with brand getting cut first, this episode is for you. I sat down with Drew Neisser, founder of CMO Huddles, a peer community built exclusively for B2B CMOs with over 800 members, to dig into what's actually changed for CMOs in the AI era, and what hasn't.

We talk about why AI is turning competent content into a commodity, and why that actually makes human judgment, humor, and original thinking more valuable, not less. Drew makes the case for the return of the big idea, and explains why treating brand and demand gen as separate budgets sets marketing and sales up to work against each other.

If you're worried about CMO tenure or wondering whether the job is even still worth pursuing, Drew shares brand new data from a study he ran with Findem on how long CMOs actually last at public, venture backed, and private equity backed companies, and why the gap is bigger than you'd think.

We also get into what a CMO should do in their first 90 days at a new company, why peer communities like CMO Huddles matter more than ever, and why knowing your customer better than anyone else in the room is still the strongest superpower a CMO has.

Key Topics Covered

• "(00:00)" - Introduction
• "(00:04)" - Why CMO Huddles is built
• "(00:06)" - What's changed and what hasn't for CMOs in the AI era
• "(00:09)" - Why the pressure on marketers keeps rising
• "(00:13)" - Why splitting brand and demand gen backfires
• "(00:19)" - The rise of unified GTM teams and who should lead them
• "(00:21)" - Is the CMO role disappearing?
• "(00:23)" - The buyer journey in healthtech
• "(00:25)" - Agent sprawl: a new kind of MarTech debt
• "(00:28)" - Inside Reputracker
• "(00:31)" - New CMO tenure data from the Findem study
• "(00:36)" - The Quick Wins Playbook for a CMO's first 90 days
• "(00:39)" - Why marketers should join a peer community
• "(00:42)" - How CMO Huddles supports CMOs in transition
• "(00:44)" - Why AI fluency is now a make or break interview question
• "(00:45)" - Talking to customers: the real CMO superpower
• "(00:48)" - Adam's five key takeaways from the conversation

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Another special episode from the vault. Instead of me hosting, you'll hear my colleague Mark Erwich, Chief Strategy Officer at Health Launchpad, and me as guests on the Sway Health Podcast, in conversation with Colin Hung. We recorded this about a year ago, but if anything, the topic feels more relevant today than it did then.

We get into the real mechanics of the healthcare buyer journey. Sales cycles are running past a year. Buying groups keep growing. And there's a stat that still stops people in their tracks: most buyers say they end up choosing the first company they call, which means their minds are largely made up before they ever pick up the phone. AI is only making this harder, since it gives buyers even more ways to research before they talk to a vendor at all.

If you've ever felt like deals appear out of nowhere, or wondered why your lead volume doesn't translate into pipeline, this conversation will explain why, and what to do differently. Mark and I walk through account-based thinking, how to read buying signals, why thought leadership matters most in the part of the journey you can't see, and what we tell clients to actually change first. We also talk about why healthcare is a genuinely different B2B market than the one most marketing advice is written for, and why leveraging your own customer network may be the most underused asset you have.

If pipeline growth is a constant conversation on your team, this episode is worth the listen.

Key Topics Covered

"(00:00)" – Introduction

"(05:00)" – The biggest pipeline struggle marketers report

"(08:00)" – Reframing the marketer's job

"(09:00)" – Why the old MQL-to-sales handoff model is breaking down

"(10:00)" – Shifting from lead-level tracking to account-level signal tracking

"(11:00)" – Why pipeline ownership belongs to the whole company, not just sales

"(13:00)" – What ABM thinking actually means: accounts, buying groups, and signals

"(16:00)" – Why healthcare is a finite, nameable market, unlike most B2B categories

"(18:00)" – Balancing ABM with broader brand awareness

"(19:00)" – What NOT to stop doing

"(20:00)" – Why "(outbound is dead)" and similar absolutes are wrong

"(22:00)" – Why most B2B marketing advice doesn't translate directly to healthcare

"(23:00)" – Examples of companies further along their ABM journey

"(24:00)" – The operational ripple effects of shifting to ABM

"(25:00)" – Sales and marketing alignment in practice

"(27:00)" – Practical ways to activate customer advocacy without relying on formal case studies

"(32:00)" – Recap and key takeaways for revenue teams

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

How do you build an AI-first marketing team from the ground up, and get legal, compliance, and a skeptical staff on board with you? I'm away this week, so I'm pulling one of my favorite conversations from the vault to answer exactly that question.

This is my chat with Nick Panayi, recorded when he was CMO at Inovalon. Nick and I go deep on how he and his digital marketing lead, Chris Marin, put an AI-first mindset into practice across every function of a 95-person marketing team. He walks through the real speed bumps: how he addressed legal's privacy concerns in a highly regulated industry, and how he got his own people past the fear that AI was coming for their jobs.

We also get tactical. Nick explains the AI tools his team built for content creation, website personalization at scale, and agentic AI systems that draft and bid on paid ads with a human checking the work at the end. He breaks down what agentic AI actually means in plain English, how his team measures ROI on each pilot, and how they even used an AI-generated podcast to turn a stack of white papers into content people would actually consume.

The playbook here, an AI-first mindset backed by leadership, hiring for AI fluency, and treating experimentation as a mandate, is more relevant now than when we first aired it.

Key Topics Covered

• "(00:00)" Introduction
• "(05:00)" Hiring Chris Moran and adopting an "AI first" mindset
• "(09:00)" Navigating legal and privacy concerns in healthcare
• "(12:00)" Building an AI roadmap
• "(15:00)" The AI content engine
• "(19:00)" Using AI to tag and personalize 1,000 website pages
• "(23:00)" Agentic AI for building and bidding on paid search ads
• "(27:00)" What "agentic AI" and "zero-shot" actually mean
• "(32:00)" Amaru AI, Chris's internal multi-agent marketing platform
• "(36:00)" Bringing AI tools into monday.com and an AI image remix tool
• "(39:00)" Prospecting tools Tiga AI and Synthflow for AI-driven outreach
• "(44:00)" How realistic AI voice conversations have become
• "(46:00)" Measuring ROI and answering the CEO's top line growth question
• "(52:00)" Turning white papers into AI generated podcasts
• "(54:00)" Advice for agencies and consultants
• "(57:00)" Advice for peers starting their own AI journey

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Does your team keep chasing more leads but can't explain why the pipeline doesn't turn into revenue? This episode is for you. 

Aaron Burnett, founder and CEO of Wheelhouse DMG, built his agency specifically for privacy-first industries like healthcare and medtech, and he walked me through something most agencies can't do: predicting the dollar value of a lead in real time, without ever touching protected health information.

We get into why more leads is the wrong goal for most medtech marketers, how Wheelhouse's real-time propensity modeling drove a 50 percent increase in new customer starts for one large medtech client, and why Aaron's team sometimes tells prospective clients not to spend a dime with them until they fix their product or messaging first.

If you are trying to make sense of measurement in a HIPAA-constrained world, wondering whether your dual funnel of patients and physicians is actually working the way you think it is, or curious about how AI fits into a performance marketing agency without replacing the experts who make it work, you will get a lot out of this conversation.

Key Topics Covered

• "(00:00)" – Introduction
• "(00:07)" – The Go-Giver philosophy
• "(00:10)" – What Wheelhouse does and who it serves
• "(00:13)" – Why more leads is the wrong goal
• "(00:16)" – The double bind of HIPAA-regulated marketing
• "(00:18)" – Inside real-time propensity modeling
• "(00:21)" – Applying propensity modeling to HCP recruitment
• "(00:23)" – Building Compass, Lighthouse, and Sonar instead of buying off the shelf tools
• "(00:29)" – Why ABM starts with the same question Wheelhouse asks
• "(00:29)" – How AI has changed Wheelhouse's work
• "(00:34)" – Using AI to eliminate the boring parts of client reporting
• "(00:37)" – Where to find Aaron and Wheelhouse

Find The Go-Giver book here.

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.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Find all of our episodes on the Health Podcast Library.

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.