The Healthtech Marketing Show

• The Latest Thinking on Thought Leadership

  In this episode of The HealthTech Marketing Show, I am joined by Colin Hung, Editor in Chief at Sway Health, and Lea Chatham, Content and Brand Strategist at Health Launchpad, to explore the evolving landscape of thought leadership in healthcare marketing. We discuss how thought leadership has transformed with new mediums, the blurring lines between paid and earned media, and practical strategies for creating authentic, impactful content.Colin shares insights from his role as a "professional conference attendee" and his experience running a healthcare marketing publication, while Lea brings 25 years of content marketing expertise to discuss how thought leadership has evolved from print newsletters to today's multi-channel approach. Learn how healthcare marketers can adapt their thought leadership strategies to modern channels while maintaining authenticity and building trust with their audiences.Key Topics Covered:"(00:00:00) Introduction" "(00:02:00) Success story: ICD-10 microsite and webinar that attracted 2,500 registrants""(00:05:00) Major shifts in thought leadership: expansion of mediums and lowered barriers to entry""(00:10:00) The blurring lines between earned and paid media in healthcare publications""(00:20:00) Colin's perspective on AI's impact on video and podcast authenticity""(00:24:00) The importance of storytelling and nuance in content creation""(00:30:00) Technical tips for video content: B-roll, being video podcast ready""(00:32:00) Lea on the importance of company-wide message alignment""(00:35:00) Going all-in on video: lessons from COVID and practical tips""(00:43:00) Using research and data in thought leadership without breaking the bank""(00:49:00) AI tools for research and content creation: benefits and cautions""(00:55:00) Closing advice"Want to learn more about how thought leadership is changing? Explore this topic in greater depth in our detailed blog post.Interested in exploring how to improve your thought leadership strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

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• Latest LinkedIn Ads Best Practices for Healthtech Marketers

  In this episode of The HealthTech Marketing Show, host Adam Turinas is joined by Valerie Stachurski, Chief Marketing Officer at RxPx, and Paul Vandre, Digital Marketing Lead at Health Launchpad, to discuss best practices for LinkedIn advertising in B2B healthcare marketing.Valerie shares insights from her award-winning direct-to-patient campaign for sickle cell disease and explains why LinkedIn represents 85% of her paid digital budget. She emphasizes the importance of personalization, content strategy, and maintaining consistent brand awareness campaigns on the platform.Paul provides tactical advice on campaign structure, optimization techniques, and common pitfalls to avoid. He discusses the multi-stage approach to LinkedIn campaigns, moving prospects through awareness, engagement, and conversion phases using targeted content and retargeting strategies.The conversation covers everything from content formats and A/B testing to account-based marketing integration and specific technical optimizations that can dramatically improve campaign performance.Key Topics:"(00:00:00) Introduction""(00:04:00) LinkedIn's role in RxPx's marketing strategy - 85% of paid digital budget""(00:10:00) Understanding LinkedIn engagement metrics beyond clicks""(00:11:00) Keeping users on-platform vs. driving traffic to landing pages""(00:13:00) Content strategy: eBooks, case studies, and therapeutic area-specific content""(00:17:00) Different ad formats: video ads, thought leader ads, carousel ads""(00:18:00) Personalization strategies and targeting different job roles""(00:22:00) Campaign structure: awareness, engagement, and conversion campaigns""(00:31:00) LinkedIn's role in account-based marketing (ABM)""(00:35:00) Final tips and conclusion"Want to learn more about using LinkedIn for B2B healthcare technology marketing? Explore this topic in greater depth in our detailed blog post.Interested in exploring how to improve the LinkedIn strategy for your organization? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

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• The Power of Storytelling in Healthcare Technology Marketing

  In this episode of The HealthTech Marketing Show, I am joined by Kristen Jacobsen, VP of marketing at RevSpring and Justin Metz, Content Lead at Health Launchpad, to explore the critical role of storytelling in healthcare technology marketing.We delve into how effective storytelling transforms business discussions into human stories, showing how technology improves lives of both provider staff and patients. The discussion covers practical aspects like embedding storytelling into company culture, training sales teams, and adapting messages for challenging economic conditions. We also discuss the importance of balancing emotional storytelling with concrete ROI demonstrations, especially in today's cost-conscious healthcare environment.Key Topics:“[00:00:00] Intro”“[00:02:00] Why storytelling stakes are higher in healthcare”“[00:06:00] Measuring the effectiveness of emotional storytelling”“[00:08:00] Foundation of good storytelling”“[00:09:00] The importance of the human element and making customers the hero of the story”“[00:11:00] Embedding storytelling into company culture”“[00:13:00] Techniques for crafting compelling stories while balancing data points and differentiation”“[00:15:00] Adapting storytelling for changing economic conditions”“[00:18:00] Emphasizing ROI stories and demonstrating both short-term and long-term value”“[00:20:00] Training sales teams on consistent storytelling”“[00:22:00] The role of thought leadership”“[00:25:00] Incorporating patient perspectives”“[00:28:00] Examples of patient-centered storytelling”“[00:31:00] Final advice”Interested in exploring how storytelling can help your healthcare technology marketing? Read our detailed blog post.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

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• From "Vanity" Metrics to Meaningful KPIs - Two Marketers Share Their Measurement Journeys

  In this episode, we sit down with two marketing leaders who are redefining how we measure marketing impact in healthcare. Adrianna Hosford from Artera and Lauren Burke from AMPS share their journey from basic "vanity metrics" to sophisticated revenue attribution models that prove marketing's true business value.Discover why the buying cycle is actually 3-4x longer than the sales cycle, how to measure the "dark funnel" using an iceberg methodology, and why prospects with 5+ high-touch marketing moments close deals faster and bigger. Plus, learn innovative techniques for using AI and conversation intelligence to uncover hidden attribution insights.This episode is packed with actionable strategies for B2B healthcare marketers ready to transform their measurement approach and demonstrate clear ROI to leadership.Key Topics Covered:"Guest Introductions and Background (00:00:00)""The Problem with "Vanity Metrics" (00:02:00)""Buying Cycle vs. Sales Cycle (00:05:00)""Measuring Marketing Influence (00:07:00)""Categorizing Touchpoints (00:10:30)""Persona-Based Channel Optimization (00:14:30)""The Iceberg Methodology (00:16:00)""Uncovering Hidden Attribution (00:18:00)""Executive Reporting and Storytelling (00:21:00)""Team Accountability and Culture (00:26:00)""Multitouch Attribution Philosophy (00:30:00)""Future Tools and Technologies (00:33:00)""Advice for Marketers (00:36:00)"Interested in learning more about meaningful KPIs for your marketing activities? Explore this topic in greater depth in our detailed blog post.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

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• Getting Patient-Centric: Advice for Healthtech Marketers

  At the end of the day, everything we do in healthcare is about how it impacts patients.As healthcare technology marketers, it is easy to lose sight of that, as we are all so focused on targeting the buyers in healthcare organizations. This episode will inspire you to get more patient-centric and provide some very helpful advice on how to raise your patient-centric game.Host Adam Turinas is joined by Adam Cherrington from KLAS Research and Lea Chatham from Health Launchpad. The discussion centers around patient centricity in healthcare technology, exploring its definitions, importance, and best practices. Adam Cherrington provides insights from KLAS's extensive research and recent patient engagement summit, while Lea Chatham shares practical experiences from her marketing career, emphasizing how marketers can effectively integrate patient feedback into product development and communications. Listen in to learn how to enhance patient experience, demonstrate ROI, and manage organizational change effectively.Key Topics Covered:“Introductions and Backgrounds (00:00:00)”“Defining Patient Centricity (00:05:00)”“Why Patient Centricity Matters for B2B Tech Vendors (00:07:00)”“Real-world Examples and Challenges (00:12:00)”“Key insights from KLAS's patient engagement summit (00:15:00)”“Best Practices and Strategic Recommendations (00:23:00)”“AI and Future Technologies (00:34:00)”“Final Thoughts and Recommendations (00:40:00)” Interested in learning more about patient-centric thinking for your marketing activities? Explore this topic in greater depth in our detailed blog post.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!And here are some of the resources mentioned in the episode:Ambient AI medical scribes:DeepScribeAbridgeNuance CommunicationCardiovascular health app: ALYKA HealthAI-Powered digital patient experience: VitalPatient engagement platform: Upfront HealthcarePatient communications and engagement platform: Solutionreach

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