In this episode of the show, we explore the concept of purposeful branding in healthcare technology and its potential to drive both business success and positive change. Our guests, Steffany Whiting, Executive Vice President of Marketing at iMethods, and Matthew Piette, former Head of Brand Marketing at Exact Sciences and Director of Brand for Philips, share their insights and experiences in building and maintaining purposeful brands in the healthcare industry.

In this episode we cover:

Steffany delves into how iMethods has built a strong, purposeful brand by focusing on changing lives, serving the community, and living out its core values. She discusses the impact this approach has had on employee retention, client loyalty, and business growth, and shares some of the innovative programs iMethods has implemented to engage employees in the company's mission.

Matthew brings his experience from larger organizations, discussing the challenges of embedding a purposeful culture in these companies and the importance of senior leadership understanding and communicating the brand's purpose. He also shares examples of how Exact Sciences and Philips have made their brand purpose real and measurable through patient testimonial videos and measurable goals.

Together, Steffany and Matthew offer valuable insights and advice for healthcare technology marketers looking to embrace purposeful branding in their organizations. They discuss the unique application of this concept in healthcare, the ROI of a meaningful mission, and the role of individual employees in becoming purposeful brand ambassadors.

This episode is a must-listen for anyone interested in the power of purposeful branding to drive both business success and positive change in healthcare.

In this episode of the Healthtech Marketing Show, host Adam Turinas is joined by Kelly McDermott, CMO of Caregility, and Ross Whittaker, InterSystems NA Marketing Director, to explore the evolving role of Sales Development Representatives (SDRs) in the health tech industry. The guests discuss the differences between SDRs, BDRs (Business Development Representatives), and MDRs (Market Development Representatives), and share insights into the typical activities and success metrics for SDRs.

The conversation delves into the challenges of keeping SDRs motivated and the importance of celebrating small wins and providing a clear career development path. Kelly and Ross also examine the role of SDRs in Account-Based Marketing (ABM) scenarios and long sales cycles, highlighting the need for close collaboration between Marketing, SDRs, and Sales.

The guests debate the pros and cons of having SDRs report to either Marketing or Sales, concluding that the most important factor is having a leader who understands their value and is invested in their success. They also discuss the use of intent data and lead scoring to help SDRs prioritize their outreach, and share their experiences with outsourcing the SDR function versus building it in-house.

Throughout the episode, Kelly and Ross offer valuable tips for success with SDRs, including the importance of patience, investing in training, encouraging curiosity, and being a student of the craft. As the health tech industry continues to evolve, the role of SDRs is becoming increasingly critical for organizations looking to drive growth and build strong relationships with their customers.

Losing a job, whether planned or unexpected, is a challenging experience that most professionals face at some point in their careers. In this episode of the Healthtech Marketing Podcast, we dive deep into the job search journey, providing actionable advice and valuable insights to help you find your next opportunity in the health tech industry.

Our expert guests, Fred Mather, a longtime sales executive and member of Pavilion's leadership team, and Erik Johnson, a seasoned tech marketing leader, share their personal experiences and offer guidance on navigating the complex process of finding a new job.

This episode covers all the essential aspects of a successful job search, from coming to terms with job loss and establishing your unique value proposition to leveraging your network and preparing for interviews.

Discover the power of secondary connections and how they can unlock hidden opportunities, and learn about valuable resources, such as industry-specific communities and state-funded education programs, that can help you enhance your skills and stand out to potential employers. Our guests also discuss the importance of maintaining a positive attitude, staying persistent, and learning from disappointments throughout the job search process.

Whether you're a seasoned executive or a rising star in the health tech industry, this episode will provide you with the tools and strategies to help you find your next gig.

In this episode of the HealthTech Marketing Show, guest Stacey Danheiser, founder of Shape Marketing, shares her insights on the power of internal marketing for healthcare technology marketing leaders. Danheiser emphasizes the importance of treating internal stakeholders as customers and educating them on the value of marketing in driving business success.

The episode explores the differences between B2C and B2B marketing, highlighting the need for B2B marketers to demonstrate how their efforts directly impact revenue and customer acquisition. Danheiser introduces three foundational competencies for marketing leaders: understanding the role and perception of marketing within the organization, knowing customers through research and insights, and deeply understanding the business itself.

Danheiser stresses the significance of investing in customer research, as it allows marketing leaders to gain credibility and influence within their organizations. By becoming the go-to expert on customer insights, marketers can position themselves as strategic partners in driving growth and success.

The episode also covers the importance of creating an internal marketing plan, aligning marketing efforts to the full customer lifecycle, and investing in one's own growth and development as a marketing leader. By implementing these strategies, healthcare technology marketing leaders can unlock the full potential of their teams and demonstrate the critical role marketing plays in achieving business objectives.

Listeners will come away with a deeper understanding of how internal marketing can elevate their influence and credibility, as well as practical strategies for implementing effective internal marketing approaches within their organizations.

Here's a link to the scorecard:

https://confidentmarketer.scoreapp.com/

Here's a link to my website/ program:

https://www.shakemktg.com/ascend

In this episode of the Healthtech Marketing Show, we delve into the inspiring journeys of two remarkable entrepreneurs, David Zakariaie, CEO and founder of Senseye, and Matt Ko, President, COO, and co-founder of DeepScribe. These innovators share their experiences and insights on navigating the complex go-to-market landscape for healthcare AI solutions.

David and Matt's personal stories serve as the foundation for their ambitious ventures. David's struggle with mental health challenges and his mother's work as a psychologist ignited his passion for revolutionizing mental health care through AI-powered diagnostics.

Similarly, Matt's experience as a care coordinator for his mother during her battle with cancer exposed him to the communication barriers and administrative burdens faced by physicians, driving him to co-found DeepScribe and develop an AI solution for clinical documentation.

Throughout the episode, David and Matt discuss the key strategies and approaches they employed to scale their healthcare AI solutions.

From pivoting to address business and operational challenges to pursuing regulatory approvals and strategic partnerships, they share valuable lessons learned along the way.

The importance of seamless integration into existing healthcare workflows, leveraging partner-focused go-to-market strategies, and harnessing the power of inbound digital marketing and thought leadership are among the critical insights shared.

As their startups matured, David and Matt adapted their go-to-market approaches to target enterprise customers effectively.

They emphasize the significance of transparency and collaboration within the healthcare AI community, fostering trust and driving collective innovation.

This episode offers a wealth of knowledge and inspiration for anyone seeking to navigate the complex world of healthcare AI and scale their innovative solutions to make a lasting impact on patient care and the future of healthcare.

In this episode, Healthtech Marketing Show host Adam Turinas shares the 4-Corner inbound marketing framework that has rapidly grown his agency healthlaunchpad. 

He tells the story about why he so passionate about this, how a lifetime sailing taught him about inbound marketing and how they are perfecting the model called 4-Corner Inbound Marketing.

These four essential components include:

Content: Publishing educational blogs, videos, and podcasts helps establish authority and attract strangers from search. This is the cornerstone for scaling inbound.

SEO: Optimizing content for target keywords drives qualified organic traffic and conversions over time. 

Social: Amplifying content socially, largely via LinkedIn, accelerates reach and familiarity.

Partnerships & Referrals: Extending messaging through collaborations and word-of-mouth taps new audiences.

This holistic model has helped Adam generate 50% of new business straight from inbound demand. The remainder originates from referrals likely exposed to their content before. 

Proof it works? 70% annual growth and continued expansion fueled primarily through inbound and owned channels. 

Adam provides tactical advice for adopting this model, like starting slowly and focusing on delivering audience value. Nurturing inbound interest across multiple channels can have a profound impact over time.

Learn More here

Book a meeting with Adam here

If you are looking for a Healthcare CIO’s perspective on how they research, buy & want to be sold to this episode is for you!

We had the privilege of hosting JD Whitlock, Chief Information Officer at Dayton Children's Hospital, for an enlightening discussion on how healthcare IT decision-makers research, select, and want to be sold to. 

With almost 30 years of experience spanning roles from health system administration to his current post overseeing all aspects of technology at Dayton Children’s, JD brought invaluable perspective. He gave us an inside look at topics like:

JD emphasized that establishing trusted relationships and mutually beneficial technology partnerships serve both healthcare organizations and vendor success over the long term.

This was a transparent, insightful session covering much ground on marketing and selling into complex health systems.  

You can connect with JD Whitlock on LinkedIn here to continue the conversation:

www.linkedin.com/in/jdwhitlock or Whit's End Consulting » HealthTech Product & Sales Strategy (whitsendconsulting.com)

We thank JD for his wisdom and guidance for the healthtech community.

Please reach out to me directly as well with any additional questions or suggested topics for Healthtech Marketing Show episodes this year! [email protected]

Does your sales team pitch products rather than provide meaningful insights? Do their LinkedIn profiles read more like corporate brochures than approachable experts? 

In this week's episode, trailblazing social selling specialist Tim Hughes unveils an unprecedented blueprint for humanizing sales outreach in the digital era. 

If you have been frustrated by how hard it is to get your sales team using social selling effectively, this is a must-not-miss episode.

Drawing from methodologies scaled across thousands of reps worldwide, Tim distills field-tested strategies to magnetically attract and engage decision-makers before they engage competitors.

From revamping profiles to optimizing content to expanding connections within buyer circles proactively, this masterclass arms sales leaders to drive dramatic revenue growth with social listening and outreach capabilities. 

Tim grounds recommendations in real-world benchmarks from global SaaS enterprises to niche consultancies:

The future belongs to sellers who spark intrigue and convey expertise organically not just through robotic outreach when buyers request demos.

This episode will help you position your team to win more deals with the power of social selling.

Understanding the modern healthcare technology buyer’s journey is essential yet increasingly complex for marketing teams today.

To bring clarity to the current dynamics, the Healthtech Marketing Podcast invited HIMSS’s Matt Carollo to present proprietary research around the shifting dynamics of healthcare IT buying teams, cycles, content needs, and more. 

Download the research to read along

Joining Carollo to discuss the findings were two executives bringing extensive B2B healthtech marketing experience:   

In this wide-ranging episode, the group covers everything from the expanding size and variety of buying groups to the extension of typical decision cycles and surging importance of relationships and in-person events for driving technology selection.

Notable statistics shared include:

This complexity now requires orchestrating an integrated combination of personalized content, digital campaigns, peer engagements, immersive experiences, and sales interactions across elongated buyer journeys. 

Kalpin and Russell-Wood further expand on imperatives around showcasing value, promoting customer success, supplying relevant materials, coordinating initiatives, and concentrating on establishing authentic connections.

For an in-depth exploration of the data and perspectives shaping the modern healthcare IT buyer experience, join us for this dynamic Healthtech Marketing Podcast episode.

In this episode, we cover a topic we've never touched on: Analysts, From a marketing standpoint, the use of analysts is not as understood as it should be.

When I ran my own software company, we found analysts extremely helpful, helping position us to prospective customers and finding partners. We merged with another company because one of the analysts recommended that we meet. And so, you never know what's going to happen through these relations with analysts.

In this episode, I speak with John Moore III, Managing Partner of specialist firm Chilmark Research, who pulls back the curtain on analysts' far-reaching impact shaping adoption for transformative health IT. 

John goes into key dynamics technology suppliers must grasp working effectively with these selective gatekeepers. Beyond detailing how Chilmark delivers its perspectives and thought leadership to provider, payer, and life science clients, he spotlights areas ripe for innovator impact – from addressing the elusive quest to demonstrate ROI to leveraging advances in AI and real-world evidence.

Additional topics covered include:

I think you will enjoy the conversation. I did! And I learned a lot too.