The Healthtech Marketing Show

Brand is one of those words that can clear a room in a B2B company faster than almost anything else. The moment you say it, someone in the C-suite starts thinking about pipeline, not long-term equity. I know that instinct well. But in this episode, I want to make the case, through two genuinely sharp practitioners, that brand is not the soft stuff. It is what makes everything else in your marketing work harder, and how to make your brand an even stronger asset.
I have two guests for this episode. 
I’m joined by Arushi Awasthi, Director of Brand and Communications at Innovaccer, who lays the foundation for why B2B healthtech companies cannot afford to treat it as an afterthought . 
Then, Rebecca Whaley, Senior Vice President of Marketing at Nordic, shares how to actually revitalize and operationalize your brand inside a complex healthcare organization. 
Rebecca joined Nordic about six months ago and immediately did something most marketers skip: she commissioned a rigorous, third-party brand study across 300 healthcare executives in multiple markets before touching a single thing. What she found, and what she did about it, is a genuine masterclass in how to revitalize a brand the right way.
Between these two conversations, you will come away with a clear framework for thinking about brand as organizational infrastructure, a practical model for auditing where your brand actually stands, and a step-by-step picture of what a disciplined brand revitalization looks like from the inside. If you are wrestling with how to make the case for brand investment, or you have just inherited a brand and are figuring out where to start, this episode is for you.
Key Topics Covered:
"(00:00:00)" Introductions
"(00:01:17)" Why brand is often misunderstood in B2B
"(00:03:32)" Arushi Awasthi on brand as the spine of an organization
"(00:06:55)" Innovaccer's positioning strategy
"(00:09:58)" The role of media relations and customer success stories
"(00:11:17)" Rebecca Whaley's approach to brand studies
"(00:14:48)" Identifying the nascent brand
"(00:16:52)" The Framework: Breaking down brand into perception, visibility, and influence.
"(00:19:59)" Reclaiming the brand voice
"(00:24:29)" Why a rebrand cannot fix a fundamental organizational favorability problem.
"(00:26:55)" Moving thought leadership from buzzwords to a clear point of view.
"(00:28:14)" Five key takeaways for healthtech marketers
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!
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Welcome to the fifth installment of our series on using AI to grow your pipeline. In this episode, I am taking a deep dive into a topic that many marketers mistakenly treat as a boring compliance chore: governance and learning. 
In the high-stakes world of healthcare technology, where trust is our primary currency and sales cycles are long and fragile, governance is not just about risk management. It is a foundational pillar that can actually improve the quality of your marketing and provide a genuine competitive advantage. I share my own experiences from building the HLP Brain at Health Launchpad, including the surprising lesson that governing for substance rather than style leads to more credible and persuasive content. 
Whether you are worried about AI hallucinations or trying to close the loop between AI recommendations and actual revenue, this episode provides a strategic framework to ensure your AI systems are not just fast, but expert and reliable.
Key Topics Covered:
"(00:00:00)"  Introduction
"(00:02:30)"  The stakes of AI governance in healthcare
"(00:06:00)"  The four-question governance framework
"(00:06:30)"  Question 1: What does your AI know?
"(00:11:00)"  Question 2: What can your AI do?
"(00:12:30)"  Question 3: What is your AI learning?
"(00:14:45)"  Question 4: What unexpected advantages does your governance give you?
"(00:18:30)"  Bringing it back to the health system deal scenario
"(00:19:30)"  Four takeaways and what is coming next
All episodes in our AI Pipeline Growth Series:
The AI Pipeline Growth Gap
AI and Signal Intelligence
Orchestration - The Decision Layer of AI Growth
AI-Enabled Growth - Execution and Acceleration
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!
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

In this episode, I am revisiting one of our most popular and enduring discussions on pipeline optimization. Last year, guest host Mark Erwich led a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante.
The conversation that Mark, Amy, and Michael had about pipeline goals, buying committees, BDR alignment, and brand versus demand has not dated one bit. If anything, with sales cycles getting longer and budgets staying tight, it feels more relevant than ever. I listened back to it recently and found myself nodding along the whole way through.
At the end of the episode, I come back in to share four key takeaways from the conversation and layer on an AI lens, because a lot has changed since we first recorded this. Tools like agentic opportunity scoring, signal intelligence platforms, and AI-powered content workflows are now making it genuinely possible to execute on the strategies Amy and Michael described in ways that simply were not accessible before.
You should listen to this episode if you want to understand how to shift from simply creating more pipeline to building a smarter, more efficient one.
Key Topics Covered
"(00:00:00)" - Introduction
"(00:01:00)" - Why this archived episode remains critical
"(00:03:10)" - Defining pipeline
"(00:04:20)" - How to reverse engineer pipeline goals
"(00:05:50)" - Measuring marketing influence and engagement
"(00:07:15)" - Building a collaborative scorecard
"(00:09:40)" - Establishing a reporting cadence
"(00:11:40)" - Understanding the buying committee
"(00:14:00)" - The "Ron Weasley syndrome"
"(00:18:20)" - Calibrating KPIs for long-tail, complex healthcare sales cycles
"(00:19:40)" - Translating marketing jargon into potential pipeline value
"(00:21:20)" - Using digital deal rooms and technology to differentiate the buyer experience
"(00:23:00)" - Balancing marketing resources
"(00:28:15)" - Why brand building is essential
"(00:31:30)" - Four key takeaways and the application of agentic AI
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!
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

In this episode, I am joined by Chris Marin, Associate VP of Digital Marketing at Inovalon, for a deep dive into how AI is moving from an experimental science project to a core piece of operational infrastructure. Chris brings a technologist's perspective to marketing and shares practical ways his team is using integrated AI systems to change how they get work done.
We explore the critical distinction between automation and acceleration, focusing on how to compress the time between a market signal and an intelligent response without hitting a wall. 
Chris explains how they have encoded expert best practices into agentic workflows for paid search and content diagnostics to ensure that as speed increases, quality actually goes up instead of down. We also discuss their Agentic Opportunity Scoring system, a fascinating example of tying AI and signal intelligence directly to revenue outcomes and learning loops. 
This conversation is a must-listen for anyone looking to build a hybrid human AI operating model that prioritizes judgment and eliminates the "drudgery" of the boring stuff.
Key Topics Covered
"(00:00)" Introduction
"(04:00)" Defining execution versus acceleration in the healthcare sales cycle
"(05:00)" Moving AI from a science project to core operational infrastructure
"(06:00)" The difference between simple automation and intelligent acceleration
"(07:00)" Deep dive into agentic workflows for paid search and competitive intel
"(11:00)" Using AI diagnostics to evaluate content "punchiness" and persona alignment
"(14:00)" Standardizing brand voice with a "knowledge block library"
"(15:00)" The Agentic Opportunity Scoring system and tying AI to revenue
"(18:00)" Establishing guardrails and governance in AI systems
"(19:00)" The three strands of orchestration: Humans, AI, and Deterministic Code
"(20:00)" Lessons learned from testing AI SDRs for outbound and inbound
"(23:00)" The concept of AI as a brilliant but supervised "entry level team member"
"(25:00)" The future of the hybrid human AI operating model
"(27:00)" Final takeaways
All episodes in our AI Pipeline Growth Series:
⁠The AI Pipeline Growth Gap⁠
⁠AI and Signal Intelligence⁠
⁠Orchestration - The Decision Layer of AI Growth⁠
⁠AI-Enabled Growth - Execution and Acceleration⁠
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!
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

In this episode of The HealthTech Marketing Show, I am joined by two of my colleagues from Health Launchpad, Design Lead Pepper Fee and Account Director Amy Hamilton. Both Amy and Pepper bring decades of experience in healthcare IT marketing and design to the table, having managed everything from massive trade show booths for global corporations to high-impact activations for startups.
We discuss why the traditional obsession with lead volume often misses the mark, and how to reframe events as tools for building and growing human relationships in an increasingly digital world. 
Whether you are struggling to decide if a booth theme is powerful or just a gimmick, or you want to know how to prevent your sales team from hiding behind furniture, this conversation is packed with practical advice. We also share real-world stories of what works, from live screen printing to "margarita bicycles," and discuss the critical behavior rules every booth staffer should follow.
Key Topics Covered
"(00:00:00)" Guest Introductions

"(00:02:13)" Reframing the Goal

"(00:03:02)" Defining Experiential Marketing

"(00:05:46)" Logistics vs. Design

"(00:06:47)" The Power and Pitfalls of Themes

"(00:10:19)" The Customer Journey

"(00:12:49)" Case Study: AI in Healthcare

"(00:15:38)" Creative Booth Activations

"(00:18:38)" Attracting and Engaging Visitors

"(00:21:37)" The Swag Debate

"(00:27:31)" Learning from the Giants

"(00:34:38)" Common Mistakes

"(00:38:24)" Booth Behavior and Coordination

"(00:41:43)" What to Stop Doing

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