The Healthtech Marketing Show

This week, I am joined by two guests who have done the real work of building a model that clearly connects marketing to revenue. 
First, Paula Cobb, VP of Marketing at AvaSure, a private equity-backed virtual care platform. Paula brings over 30 years of healthcare marketing experience and runs what she calls a peanut butter and jelly go-to-market model, where sales, marketing, and customer success are genuinely inseparable. What I find compelling about her perspective is how tightly she has wired marketing into product decisions and the fact that AI tools have essentially become named members of her org chart.
My second guest is Alex Esquivel, VP of Marketing at Luma Health. Alex has an unusual background for a marketer. She came up through finance and operations, which gives her an unusually clear-eyed view of why the traditional MQL model was, in her words, doomed from the start. She describes what a genuinely revenue-accountable marketing model looks like in practice, including how she structures account-based motions, why she does not measure MQLs at all, and how she is moving from slow campaign cycles to fast, iterative content that responds to what buyers actually care about.
Both conversations offer something different. Paula gives you a vivid inside look at a mature, integrated GTM operation. Alex gives you a sharp, first-principles case for rebuilding from scratch. And at the end of the episode, I come back with five key takeaways from both conversations that I think you will find genuinely useful wherever you are on this journey.
If you are a healthtech marketer still working through what modern demand generation actually looks like, this one is worth your full attention.
Key Topics:
Introduction “(00:00)”
The Shift from Lead Volume to Revenue Accountability "(01:00)"
The Peanut Butter and Jelly Model at AvaSure "(07:00)"
Moving from MQLs to Deep Discovery "(12:00)"
Why Customer Success is Part of GTM "(21:00)"
AI on the Org Chart "(27:00)"
Why Traditional Demand Gen was Doomed "(36:00)"
Measuring Stage Three Opportunities "(38:00)"
Killing the Traditional Campaign Model "(41:00)"
The Power of the Zero-Party Data Field "(53:00)"
Hiring for Curiosity Over Skillsets "(59:00)"
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, instead of talking to marketers about account-based marketing, I sat down with two sales leaders who have built and executed ABM programs from the ground up. They bring sharp, practical views on what it actually takes to make ABM work.
My first guest is Clint Mooneyham, VP of Sales at Sagility, a healthcare operations company serving payers and providers. Clint brings 15 years in sales, nine of them in healthcare, and his perspective will slow you down before you start, which is exactly the point. He makes the case that most companies launch ABM before they have earned the right to, and that skipping the validation steps at the front end is the single biggest reason these programs fail.
My second guest is Tony Mancuso, an enterprise sales leader on the growth team at Onymos, a Series A AI startup focused on diagnostic labs and precision medicine. Tony started with tens of thousands of potential accounts and built, essentially from scratch and with limited startup resources, one of the most disciplined account selection and execution systems I have come across.
What struck me about both conversations is how well they complement each other. Clint is asking the question you need to answer before you begin. Tony is showing you how to execute once you have answered it.
If you are wrestling with your ABM program, or wondering why a previous attempt did not produce results, this episode is worth your time.
Key Topics:
"(00:00:00)" Introduction to ABM from a Sales Perspective
"(00:03:25)" Theme 1: Is ABM Even Right for You?
"(00:05:50)" Validating Strategy with Buyer Intent Data
"(00:08:45)" Theme 2: Building a Disciplined Account Selection System
"(00:12:10)" Scoring Criteria and Trigger Events
"(00:14:50)" Theme 3: Deep Account Research and Intelligence
"(00:19:55)" Theme 4: Messaging Outcomes Over Features
"(00:23:45)" The Water Cooler Test and Win Themes
"(00:25:40)" Theme 5: Alignment, Measurement, and Knowing When to Pivot
"(00:31:40)" Closing Summary and Top Five Takeaways
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.

Over the last six months, Health Launchpad has seen inbound meetings grow by 89% year over year, direct and referral traffic increase by 3.6x, and session engagement run 35% longer from AI-sourced visitors. Perhaps most telling, prospects are regularly showing up to first calls already familiar with who we are and what we do, because they found us through ChatGPT or Claude, not through Google or any outbound campaign.
In this episode, I sit down with Mark Erwich, our Chief Strategy Officer, to walk through exactly how we got here and what you can do to see similar results.
The shift we are responding to is fundamental. AI tools have become the number one source influencing B2B buyer shortlists, ahead of review sites and analyst firms. 94% of B2B buyers now use AI in their purchasing process, and when they do, they get one synthesized answer, not ten links to explore. If AI does not name you in that answer, you are simply not in the deal.
Mark breaks down the three-part framework we built around Authority, Relevance, and Readability, and gets specific about the technical and content changes we made on our own site. What surprised us most was the speed. We expected results to take months. In some cases, we were seeing citations within two weeks of making changes.
If you are a healthtech marketer who has watched your SEO-driven traffic soften and is wondering what to do about it, this episode gives you both the framework and a concrete action plan you can start on this week.
Key Topics Covered:
"(00:00:00)" Introduction
"(00:01:12)" The recent increase in inbound meetings driven by AI engines
"(00:05:00)" Why being on the "day one" shortlist is critical for B2B deals.
"(00:05:44)" How AI is now the number one source of influence for building buyer shortlists.
"(00:07:37)" The concept of "zero click" searches
"(00:09:23)" Why AI visitors convert at five times the rate of traditional Google traffic.
"(00:15:32)" The Three Pillars Framework
"(00:16:15)" Building Authority: Third party signals, client references, and earned media.
"(00:18:52)" Building Relevance: Shifting content strategy from keywords to buyer questions.
"(00:22:21)" Improving Readability: Technical optimization, robots.txt, and LLM text files.
"(00:30:26)" Health Launchpad's internal results and strategy.
"(00:37:23)" Action Plan: Diagnostics and steps to take for immediate AI visibility.
"(00:42:55)" Introduction to the AI Audit service for healthtech companies.
Sources Cited in this Episode:
95% purchase from day-one vendors - 6sense, 2025 Buyer Experience Report
94% of B2B buyers using AI in the purchasing process - 6sense, 2025 Buyer Experience Report
AI chatbots as the number one source influencing shortlist creation - G2 The Answer Economy: How AI Search Is Rewiring B2B Software Buying, March 2026
zero-click rates: one-third, 43%, 93% - Semrush 2026
AI visitors converting 5x vs Google traffic - Superlines, March 2026
Crawler budget claim - Optimize your crawl budget - Google for Developers
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 sit down with two guests who are doing something genuinely different in the world of healthcare events, and they represent two very different moments in the buyer journey.
First, Jane Bogue, SVP and Chief Growth Officer at CHIME, gives a refreshingly honest take on how to get real value from a CHIME membership so that tomorrow’s HIT buyers view you as partners. She also covers the mistakes that will guarantee you waste your investment. 
Then I talk with Jeremy Gottlich, Partnerships Lead at Elion Health. Elion is a research and intelligence platform focused on AI and emerging healthcare technology. They run intimate summits built around one very specific design principle: confirmed buying intent. Only health system leaders who are actively evaluating solutions in a specific category get invited, and vendor attendance is capped tightly. 
Jeremy explains why this model is genuinely different from anything else in the market and why it is resonating at a moment when so many marketing teams are questioning what they are actually getting from big events.
I recorded both of these conversations at ViVE, and together they make a compelling case for thinking about your event strategy in a more deliberate way. This episode pairs well with the previous one on making the most of major events like HIMSS and ViVE. Together, they give you a fuller picture of where to invest and what to expect in return.
Key Topics:
"(00:00)" Introduction and episode setup
"(02:55)" Why intimate event communities matter
"(05:10)" Jane Bogue on CHIME’s role and membership model
"(08:15)" Why CHIME is not a pipeline driver
"(10:35)" How to engage the CHIME community the right way
"(12:25)" Why face-to-face connection still matters
"(14:35)" Who should and should not invest in CHIME
"(16:10)" Transition to Elion’s different event model
"(17:40)" Jeremy Gottlich on Elion’s platform and mission
"(20:25)" What makes an Elion summit different
"(23:20)" Confirmed buying intent as the core design principle
"(24:50)" Why smaller events are gaining importance
"(27:25)" Four practical takeaways for 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.

Big events like HIMSS and VIVE are the biggest single investment for many health tech marketing companies. They serve many needs, but there is always an expectation of a positive ROI from them.
In this week's episode, I go deep with two highly experienced and brilliant health tech marketers on their strategies for creating highly engaging events that deliver strong results: Lea Chatham, VP of Marketing at Heidi Health, and Aaron Bours, CMO at Hyro.
Lea and Aaron talk candidly about how they set goals before they touch a single tactic, how they decide which events are worth their time and money, and why experiential activations only work when they are genuinely connected to your brand message. They also get into the execution mechanics that most teams skip: the pre-event outreach, the lead capture systems you run during the show, and the follow-up discipline that determines whether an event was actually profitable.
They both end up in the same place: in healthtech, especially when you are selling into enterprise health systems, relationships are the one thing that protects you when things get hard.
Key Topics Covered
"(00:00:00)" -- Introduction
"(00:03:00)" -- Theme 1: Start with goals, not tactics
"(00:05:00)" -- Theme 2: Event selection discipline
"(00:08:00)" -- Theme 3: Experiential as brand expression
"(00:12:00)" -- Lea on Heidi Health's branded Uber activation at ViVE
"(00:16:00)" -- Theme 4: Creativity within constraint
"(00:17:00)" -- Theme 5: Intimate beats massive
"(00:20:00)" -- Theme 6: Pre, during, and post
"(00:24:00)" -- How Lea scales pre and post-event systems
"(00:26:00)" -- Theme 7: Relationships as durable ROI
"(00:29:00)" -- Five key takeaways and closing thoughts
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.