Nick Kagal spent time on both the customer and vendor side of the healthcare buyer market. In his role as the head of marketing at SpinSci Technologies, a healthcare communications technology provider, he is putting that experience to good use. The most notable thing about their approach to marketing is how they work with major telecoms technology vendors. Their approach to partnership is working well for this relatively small and fast-growing firm.

In this episode you will learn:

- How to approach partnership marketing

- How to engage in a way that is equitable

- How to collaborate with partners at major conferences and shows

Rachel Stephan is an expert in event marketing. More specifically she knows how to get people to show up and engage at the event and extend the value of an event.  She does this through clever use of influencers, social media and by activating speakers to promote the events.  

In this episode, you will learn: 

- How to promote your presence at an event 

- How to get people to come see you at an event 

- How to stay in touch with them 

- How event marketing will evolve

We all know that selling and marketing to healthcare is incredibly complex. RXRevu deals with a whole other level of complexity. They engage three different audiences: Payers, Providers and EHR Vendors. They have different value propositions and different messages for each, that all ladder up to a single brand.

In this episode, Adam Rosenberg, RXRevu's Director of Marketing explains how they do this, how they are organized and how they take a disciplined ABM approach to sales and marketing.

Adam has some unique perspectives as he has a tenured career in healthcare both in sales and marketing. He shares insights on what's important on both sides the sales and marketing coin. You will also learn how RXRevu thinks about the new policy changes in healthcare and capitalizes on these to provide value to all their audiences.

In this episode of the Healthtech Marketing Podcast, you will hear from an experienced healthcare IT buyer, Melanie Turner AVP, Health System Information Services, UAB Medicine Enterprise. For anyone selling to healthcare systems IT departments, this is an opportunity to learn what it feels like to be sold and marketed to and most importantly how to build trust. It will also shed light into the inner workings of a large healthcare organization's buying process.

Melanie is an RN who has worked both as a clinician and in an operational role in IT and other parts of the healthcare system. In addition to providing IT Services, Melanie's department of close to 400 people, also develops and purchases applications.

In this episode you will learn:

- How this large IT departments functions

- How they are using FHIR

- How the technology purchasing process has changed

- How they prioritize and fund projects

- Melanie's sources of trust when evaluating solutions

- How vendors build trust with Melanie and pet peeves about vendors who get it wrong

David Cole from the DAC Group is not a healthcare specialist per se but has some unique insights that are critical to building brands. David helps companies build brands from the inside out. 

It's all about how you use the brand to transform an organization and how to change the behaviors of your people so that they manifest and build the brand. This is hard work as it requires ensuring that all the touchpoints reflect the brand, and especially your people.

David's approach is a mash-up of brand strategy and change management.

In this podcast, you will learn:

- Why is this important

- How do companies get it wrong

- Who does it well and who stands out as having made the transformation

- What’s the process for making the transformation

- What are the barriers to making this happen

- How do you break down silos

- How do you motivate people to change their behavior

- How do you know when it’s working

Kaycee Kalpin is the hyper-energetic and super smart, Chief Marketing Officer of Premier Inc. Among many other things, she is a devotee and evangelist of agile marketing,  In this episode, Kaycee explains how Premier works with thousands of healthcare vendors to meet the needs of hundreds of healthcare organizations.  

She dives into how they are changing the perception of Premier from being a huge GPO to being a solution provider for the value-based care needs of healthcare organizations.  She explains how marketing serves the needs of their key account leads and last but not least goes into her passion for agile marketing and how her team operates with these principles.

Karsten Russell-Wood is an accomplished and experienced healthcare technology marketing executive. He built his career at Philips and GE Healthcare. As the Chief Marketing & Experience Officer at Equum Medical, he leads brand building, demand generation initiatives for this telehealth-enabled multi-specialty global provider firm.

In this episode, Karsten, talks about the importance of the state of digital transformation, customer insight, building trust, and how to do that.

Karsten is engaging and insightful and this episode is full of great ideas for healthtech marketers.

Hays Waldrop is an entrepreneur and a champion networker who founded and runs several networking groups for healthcare executives. In his own words, he is "Switzerland" between healthcare executives and suppliers. 

His groups include the Institute of Healthcare Executives and Suppliers, (IHES). Members are CEOs and their teams, including heads of the supply chain and also select suppliers. Providers join to learn from experts. This is where suppliers come in.

Suppliers come to the meetings to inform and teach these provider executives. And obviously, they can influence purchasing, and potentially that leads to sales.

In this episode, Hays dives into the importance of networking and building long-term personal relationships. This includes how you, as a marketer, can create customer networking groups for your own business.

He also shares his experience in adapting his in-person business to the virtual world, how he found how incredibly valuable the IHES network was to its members. 

Ryan Grable heads up marketing for the awesome PerfectServe, a leader in the clinical communications space.  

Ryan has a ton of experience in technology marketing and has been leading PerfectServe's marketing team for the last year.  

In this podcast you will learn: 

- Ryan and team's mission to help healthcare organizations understand how they can help them help their patients 

- How PerfectServe has integrated three acquisitions and developed a brand strategy across the new entities 

- How they created a new singular brand and brought this to life under the banner of PerfectServe Unite by taking a customer-first approach 

- What the benefit of this is to customers, partners, and their expanded team 

- How this in part of uniting all their staff around a single vision and how this translates into delivering a consistent customer experience 

- What's the same and different about healthtech marketing versus other categories -

 How to apply B2C marketing concepts in a healthcare B2B, serving customers where they are

Lucy Railton leads marketing for the fast-growing, Canadian, healthtech business, Smile CDR. 

Smile is on FHIR, pun-intended.  They are helping healthcare organizations solve interoperability issues through their FHIR-based platform. They provide solutions to help their customers adopt open standards to set their data-free.  Lucy is a long-time technology marketer who is building a marketing department from the ground up.   

In this podcast you will learn: 

- How Smile CDR has climbed a steep learning curve to enter the US market 

- How they have built a marketing team from a team of 1 to a team of 20 

- How they approach digital marketing especially how they create and leverage content 

- How Smile CDR is educating the market about FHIR especially the payer market 

- How they develop persona-based content marketing plans 

- How they use influencers 

- How they use Hubspot to create highly targeted marketing to engage buyers ​across long buying cycles

- How to create a testing methodology across your marketing plan