So what do healthtech marketers view as their biggest challenges in 2025? How will they adapt to changes in buyer behavior and what are their priorities?

Drawing insights from a year's worth of community discussions and analysis within the Health Tech Marketing Network, we identified five issues that marketing leaders view as their priorities in 2025.

In this week’s podcast, we welcome two distinguished health tech marketing leaders, Michael Passanante (SVP of Marketing at CapitalRx) and Stacy Sand (VP of Marketing at Get Well), to cover strategies and practical advice for tackling these issues. Stacy and Michael provided their perspectives on the five top issues, how they have taken action, and what they will do differently in 2025.

Key Topics Discussed:

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In this episode of the Healthtech Marketing Podcast, host Adam Turinas and Mark Erwich, Chief Strategy Officer of Health Launchpad, review the key trends and insights from 2024. This provides a retrospective of 2024's key marketing trends that will help you benchmark your marketing operations against industry trends.

In seven charts, Adam and Mark review data on several key issues facing health tech marketers. These are based on multiple surveys conducted within the Healthtech Marketing Network, a 200-member community of senior marketing leaders.

Based on data collected through monthly surveys from the HealthTech Marketing Network, this episode explores seven critical charts that reflect the challenges and opportunities in health tech marketing.

Mark and Adam offer advice on navigating relationships with the C-suite, aligning with sales, leveraging AI tools, and taking incremental steps toward ABM.

Key Topics Covered:

Stay tuned for more actionable insights in the health tech marketing space!

Read the blog article with the charts here.

Other Episodes to Check Out

This special episode of The HealthTech Marketing Show dives into all things related to the buyer’s journey, including insights and highlights from expert interviews and research conducted throughout the year.

You will hear highlights from the HIT Buyer Research with Matt Carollo, Senior director of sales enablement at HIMSS, Kaycee Kalpin, CMO of Premier Inc., and Karsten Russell-Wood, CMO of Equum Medical. Then head of Research at 6Sense, Kerry Cunningham shares insights from new research on B2B buying behavior. 

You will then get the healthcare IT buyer’s perspective with JD Whitlock, CIO of Dayton Children’s Hospital. Melanie Turner, CIO  at UAB Medicine, shares what buyers want from vendors and how to engage with them effectively.

From buyer group complexity to content strategies and account-based marketing, this episode is packed with actionable insights to help healthtech marketers navigate today’s intricate B2B buying processes.

Key highlights include:

This episode is a must-listen for healthtech marketers looking to deepen their understanding of the buyer journey and optimize their go-to-market strategies.

In this episode of The HealthTech Marketing Show, we dive into programmatic advertising in healthcare marketing with Scott Stedman, founder of the B2B agency Imaginarium, and Paul Vandre, Account Director at HealthLaunchpad. 

Dive is the operative word, as many marketers think programmatic is a sewer. But, used the right way, it can be a very effective tool for B2B marketers.

We explore how programmatic advertising, once primarily used in B2C, has increasingly become relevant for B2B healthcare due to advancements in account-based marketing (ABM) platforms.

Scott and Paul discuss how programmatic technology allows for precise, cost-effective targeting, not only on traditional digital ads but also across streaming platforms and even physical locations. They highlight the efficiency in reaching target accounts, managing complex buyer cycles, and tailoring ad content through the different stages of a healthcare buyer’s journey—from building awareness to nurturing leads and closing deals. 

They also share insights on tech stacks, data privacy, omnichannel campaigns, and measuring effectiveness in a landscape of long sales cycles and multiple touchpoints.

Key Topics:

If you found this episode valuable, please share it with others in your network who might benefit from it! You can connect with me on LinkedIn or email me at [email protected]

In this episode of The HealthTech Marketing Show, I will detail my personal LinkedIn routine, which has been instrumental in the success of my marketing consultancy. Learn how I leverage LinkedIn as a core marketing tool to grow my personal and company brand, attract prospective clients, and maintain meaningful connections within the health tech industry.

This systematic approach to LinkedIn includes daily posts, consistent networking, and using Sales Navigator for targeted outreach. I also discuss the importance of creating valuable, thought-provoking content while avoiding aggressive sales tactics. This routine has helped quadruple my LinkedIn connections to over 12,000, significantly contributing to Health Launchpad’s business growth. 

Key Topics:

You can connect with me on LinkedIn or email me at [email protected]

People I follow that you should too:

Adam Franklin

Tim Hughes 

Richard Van Der Blom

Previous episode with Adam Franklin: Transforming Your Organization for Social Selling 

In this episode of The HealthTech Marketing Show, we go deep on marketing measurement and attribution with guests Gretchen Hoffman, B2B SaaS Marketing Leader, and Mark Erwich, Chief Strategy Officer for Health Launchpad.

As healthcare marketers face increasing pressure to prove the value of their efforts, Adam, Mark and Gretchen discuss the shift from traditional lead-based metrics to a more account-based, opportunity-driven approach. They also explore how data analytics and AI are reshaping the landscape.

Key Topics:

If you found this episode valuable, please share it with others in your network who might benefit from it!

Adam Turinas sits down with Mike Cuesta and Juan Molina from Atomic Health to explore user experience, website design, and digital brand building in healthcare.

As partners at Atomic Health, an experience design agency specializing in healthtech, digital health, and life sciences, Mike and Juan bring over 15 years of insider knowledge to the conversation.

They share insights on:

They discuss the intricacies of creating digital experiences that resonate with multiple healthcare personas, from clinicians and administrators to patients and caregivers. Mike and Juan emphasize the importance of understanding the healthcare ecosystem and leveraging design as a "superpower" to set companies apart in the market.

In this episode, you will learn:

In this episode of The Healthtech Marketing Show, host Adam Turinas welcomes Mark Erwich, Principal and Chief Strategy Officer at Health Launchpad, to discuss pipeline acceleration in healthcare technology marketing.

With over 20 years of experience in healthcare technology marketing, Mark brings a wealth of knowledge to address one of the industry's toughest challenges: long sales cycles.

The healthcare technology sector is notorious for its extended sales processes, with average cycles lasting 13+ months and some stretching to 24 months. This puts immense pressure on marketing and sales teams to find ways to accelerate the pipeline and close deals faster. Adam and Mark review strategies and tactics that can help healthtech companies improve their sales velocity.

Throughout the conversation, they explore the relationship between marketing and sales in the context of pipeline acceleration. They discuss how marketing can effectively support sales efforts, expand engagement with buying groups, and re-energize stalled deals. The episode also touches on the importance of understanding and addressing the unique economic pressures and competing priorities healthcare organizations face.

What you'll learn in this episode:

Whether you're a marketing professional, sales leader, or executive in the healthcare technology space, this episode offers valuable insights and actionable strategies to help you navigate the complex landscape of healthtech sales and marketing.

Find more Healthtech Marketing Show content here.

Articles, reports, videos, podcasts and more to help you gain new skills, ideas and insights in Healthtech Marketing.⁠

Adam Turinas sits down with B2B marketing experts Kerry Cunningham and Health Launchpad principal Mark Erwich to explore the evolving complexities of engaging buying groups and navigating the modern B2B buyer's journey.

Kerry shares groundbreaking insights from recent research, challenging traditional marketing models and offering a fresh perspective on engaging potential customers.

They discuss why buyers initiate contact with sellers, the shift from lead-based marketing to focusing on active buying groups, and how to successfully engage multiple stakeholders within target accounts.

In this episode, you will learn:

How can marketers leverage the latest AI developments, tools, and strategies to reshape their approach to healthtech marketing? AI expert ⁠Casey Meehan offers practical advice on continuously pushing the boundaries of AI tool capabilities while maintaining the human touch in marketing efforts.

Episode Highlights:

Health Launchpad has covered this topic extensively. Check out the AI Resource Center.