In this episode of the Health Tech Marketing Show, Adam is joined by Mark Erwich, a super-experienced healthcare technology marketer, to discuss the importance of customer marketing and how to implement it in your organization effectively.

Given how hard it is to win new customers, keeping and growing your current customers is even more important. t is much easier and more cost-effective to retain and grow current relationships than to acquire new ones.

As Mark points out more businesses have shifted towards subscription-based models putting more emphasis on increasing Annual Recurring Revenue (ARR)

Mark reviews several strategies for creating customer advocates. This includes celebrating customer success through case studies, testimonials, and references.

The next level in customer marketing is to implement customer champion programs where customers are involved in press stories, webinars, and events. Social media is used to amplify this.

Mark also stressed that thought leadership content is key to keeping top of mind with champion customers.

advancedIn more advanced programs, customers are involved in product development through Customer Advisory Boards.

We discussed how to manage negative feedback and churn risk. Close collaboration between marketing and customer success teams is critical in addressing concerns promptly and effectively.

Lastly, we discussed measuring the impact of customer marketing efforts by tracking retention rates, customer participation, and the influence of advocacy on new business acquisition.

Key takeaways from this episode include:

You can learn more about how to implement customer marketing in this post.

In this episode of the Healthtech Marketing Show, Adam Turinas and Mike Campana, a long-time healthcare IT marketing executive, discuss buyer journey mapping.

In Mike’s view, the traditional marketing funnel is flawed. Buyer journey mapping is a better way to understand buyer behavior and develop a plan to engage buyers throughout their journey.

Mike walks through the five key stages of the buyer journey:

He describes the buyer’s objectives, information needs, and which marketing tactics to use at each stage. He has developed his framework for persona mapping. This is important in aligning sales and marketing around the buyer journey. 

Mike describes best practices for marketers looking to get started with buyer journeys, how to create effective ones, and put them to work.

He emphasizes the importance of involving sales, identifying content gaps, and making the buyer journey iterative.

You will learn:

Read the Q&A with Mike here.

In the final session of the Healthtech Marketing Summit, Casey Meehan, AI and Marketing specialist and long-time partner of Health Launchpad, took the stage to share his insights on how to harness the power of AI to transform your marketing efforts.

Casey has a decade of experience running a content marketing agency and a passion for AI that dates back to 2018. Casey has become an expert in integrating AI into various aspects of marketing, from content creation to campaign optimization and decision-making processes.

Casey's expertise in AI has been instrumental in reshaping how Health Launchpad approaches day-to-day work, boosting productivity. He has also helped developed some unique ways to leverage AI in our ABM practice.

In this session, Casey will guide you through a range of AI applications in marketing, from basic use cases to more advanced techniques. He emphasizes the importance of gathering and organizing source material, drafting, and editing when working with AI tools to ensure the best results. Casey also shares his insights on the most effective AI models for various marketing tasks, such as Google's Gemini for general use, Anthropic's Claude 3 for writing, and Perplexity AI for research and fact-checking.

1. A three-step framework for working with AI: gathering source material, drafting, and editing.
2. How to use AI to generate more effective email responses, saving time and effort.
3. Techniques for creating engaging social media content using AI, including generating buzzwords, trending topics, and novel connections.
4. Best practices for editing AI-generated content, from fact-checking and reducing hallucinations to improving clarity and grammar.
5. Strategies for repurposing AI-generated content across various formats, such as podcast outlines, video scripts, and newsletters.
6. An introduction to AI agents and their potential applications in marketing workflows.
7. How to integrate AI into marketing workflows using tools like Zapier, with a practical example of automating email responses.
8. The importance of continuously updating and organizing source material to improve AI-generated content over time.

Casey's session will provide you with a comprehensive understanding of how AI can be leveraged to enhance marketing efforts, boost productivity, and drive better results. By following his practical tips and strategies, marketers can start integrating AI into their workflows and unlock new opportunities for growth and success.

How do you build a go-to-market (GTM) engine that operates beyond expectations? In this episode of The Healthtech Marketing Show, we explore strategies and best practices for achieving GTM success in healthcare technology.

A panel of experts, including Bob Blount, Principal at Health Launchpad; Bob Abrahamson, Chief Marketing Officer at pCare; Cathy Finley, Senior Vice President of Marketing and product Management at Dr. Evidence; and Ben Person, CEO of Tenon, unpacked the essential components of an effective GTM strategy.

This is part 4 of 5 sessions from our recent Healthtech Marketing Summit held on April 29th. Find more of the summit here.

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.

Ben Person, CEO of Tenon, and Kelly McDermott, CMO of Caregility, discuss how Account-Based Marketing (ABM) can be a game-changer in aligning sales and marketing efforts, personalizing outreach, and ultimately shortening sales cycles and driving revenue growth.

Hear real-world examples, practical advice, and actionable tips for implementing a successful ABM to drive complex B2B sales in the healthcare technology sector.

This episode is one of our sessions from the Healthtech Marketing Summit. Find more content from the summit here.

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.

In this episode we bring together a panel of marketing executives from leading healthtech companies to share their insights on the evolving state of branding in the industry.

Moderated by Matthew Piette, former head of brand marketing at Philips Healthcare and Exact Sciences Corporation, the discussion features Karsten Russell-Wood (CMO, Equuum Medical), Trina Claggett (VP of Marketing, SpinSci), Justin Metz (Content Lead, healthlaunchpad), and Patty Enrado (Sr. Director of Client Content, HIMSS Media).

The panelists delve into building brand, reputation, and authority in the increasingly complex healthtech landscape. They explore strategies for developing thought leadership, creating authentic content, leveraging corporate citizenship initiatives, and cultivating diverse, authentic spokespeople. The discussion also covers crafting compelling brand narratives, ensuring consistency in messaging, and forming strategic partnerships to demonstrate value and credibility.

Key topics addressed in this episode include:

Throughout the conversation, the panelists share their experiences, best practices, and actionable recommendations for healthtech marketers looking to build authentic, purpose-driven brands that resonate with their target audiences in today's dynamic market.

View the in-depth article and the webinar recording

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:

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.

View the webinar

In this episode I sat down with Bobby Guelich, Co-Founder and CEO of Elion Health (https://elion.health/), to explore the evolving world of comparison websites in the healthcare technology industry.

As the health tech landscape grows increasingly complex, comparison sites have emerged as valuable resources for buyers to navigate their options and for vendors to showcase their solutions.

But beyond just facilitating matches, these platforms also generate a wealth of valuable data on buyer behavior and intent.

In this conversation, you'll learn:

- How comparison websites like KLAS, Gartner, G2, Capterra, and Elion Health are helping healthcare organizations make sense of the crowded health tech vendor landscape

- The differences between first-party, second-party, and third-party intent data and why comparison sites offer particularly valuable signals for health tech marketers

- How to leverage comparison site data to identify in-market accounts, trigger targeted campaigns, inform content strategy, and enable sales-marketing alignment

- Strategies for proactively engaging with comparison websites to boost your visibility and drive conversions

- The future of healthcare comparison websites and how they will continue to shape the industry

Whether you're a health tech marketer looking to gain an edge or a healthcare leader seeking to stay on top of the latest innovations, this episode offers valuable insights into an important trend shaping the industry. Tune in to learn how you can tap into the power of comparison websites and intent data to connect with buyers and drive growth.

You can reach Bobby at [email protected]

In this episode of the Health Tech Marketing Show, Adam Turinas, CEO of healthlaunchpad, sits down with two industry experts to discuss the latest best practices in using AI for content creation. Casey Meehan, founder of Blazing Zebra, and Lucy Railton, VP of Marketing for the Drummond Group, share their insights and experiences on leveraging AI throughout the content creation process effectively.

Casey and Lucy review how they approach content creation, from developing buyer-based strategies to ideation, drafting, editing, and creating publication-ready content. They also discuss the pros and cons of various AI tools and provide actionable tips for marketers looking to integrate AI into their content marketing strategies.

In this episode, you'll learn:

Whether you're new to AI or looking to optimize your existing AI-powered content workflows, this episode is packed with valuable insights and practical advice from industry leaders.

In this episode of the Health Tech Marketing Podcast, host Adam Turinas sits down with Patty Enrado, Senior Director of Content at HIMSS Media, for an illuminating discussion on the power of brand storytelling in healthcare technology. Patty shares her wealth of experience and insider tips on how health tech companies can cut through the noise and forge meaningful connections with their target audiences.

Key topics covered include:

• The essential elements of a compelling health tech brand story, from showcasing customer empathy and unique purpose to leveraging subject matter experts

• How HIMSS Media helps companies build their brands through comprehensive content audits, integrated campaigns, and targeted distribution

• Real-world examples of successful brand storytelling initiatives, including a recent 5-part HIMSS TV series on data analytics

• Strategies for repurposing foundational content assets into multiple formats to maximize reach and impact

• Insights from HIMSS' proprietary research on the health tech buyer's journey, including the growing importance of product demos and in-person events

• The potential impact of AI and emerging technologies on brand storytelling, and how marketers can navigate this evolving landscape

Whether you're a startup looking to establish your brand voice or an established player seeking to reinvent your narrative, this episode offers actionable advice and inspiration for all health tech marketers. Tune in to learn how you can partner with HIMSS Media and tap into the latest storytelling strategies to build lasting audience connections and drive business growth.