The Healthtech Marketing Show

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.

A lot of healthtech thought leadership is interchangeable. Swap out the logo, change the company name, and much of the time, nobody would notice. In this episode what great thought leadership looks like and how it happens. 
Adrianna Hosford is the Chief Communications Officer and Head of Marketing at Artera, the AI patient communication platform that just won Best in Class. She came up through corporate reputation at Ketchum, one of the world's premier PR firms, which means she brings a reputational lens to everything, and that changes how you see the problem.
We talk about why healthtech's risk-averse culture is directly responsible for the forgettable content flooding every channel, and why that problem is only going to get worse as AI-generated content becomes the norm.
Adrianna also shares some genuinely sharp examples from outside healthcare, including the Chase Sapphire launch in the middle of the Occupy Wall Street movement, which is one of the most interesting brand stories I have heard in a long time. And she walks through the three-pillar marketing strategy her team at Artera uses: making the customer the hero, driving the narrative with data, and putting human voices front and center.
If you have ever wondered why your brand is not cutting through, or why your thought leadership feels like it lands with a thud, this conversation will give you a clear framework for thinking about it and some practical ways to close the gap.
Key Topics Covered:
"(00:00)" Introduction
"(03:33)" Why most healthtech marketing is interchangeable
"(04:20)" The three-level spectrum of thought leadership
"(06:22)" Lessons from outside healthcare
"(08:58)" Why it is harder for companies selling products to maintain authentic thought leadership
"(10:14)" Using a belief system and mission to differentiate software products
"(11:30)" The role of thought leadership in Account-Based Marketing
"(13:33)" Case Study: Launching Chase Sapphire in 2009
"(19:51)" Advice for CMOs
"(21:58)" Artera’s three pillar strategy
"(23:51)" Four key takeaways for healthtech marketers to improve brand presence
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.

If you've been following this series on AI and pipeline growth, this is the episode where it all comes together. Over the past five episodes, I've walked through four pillars of an AI-driven pipeline growth framework: signal intelligence, orchestration, execution and acceleration, and governance and learning. In this final episode, I want to help you take action.
I know that looking at a framework this size can feel as overwhelming as it does energizing, so I've distilled everything into three practical moves you can start with today. I'll walk you through an honest self-audit using five questions that will tell you exactly where your gaps are, how to identify a quick win you can show results from within 60 to 90 days, and how to start building in a way that compounds over time rather than stalls.
There is a companion blog post; you can read it here. This provides the detailed steps in written form.
I also give you a preview of a free resource I've been building alongside this series: 30 detailed AI use cases for pipeline growth in healthcare technology, each with a step-by-step workflow and a 30-day pilot plan. You do not need to tackle all 30. You just need to find the two or three that match where you are right now.
If you want a clear, actionable path forward on AI and pipeline growth, this episode is worth your time.
Key Topics:
"(00:00)" - Introduction
"(02:27)" - Who this episode is for: the energized and the overwhelmed
"(03:30)" - Series recap: the four pillars of AI pipeline growth
"(08:26)" - Why trying to do everything at once is the wrong approach
"(09:22)" - Move 1: The honest audit, five questions to assess where you stand
"(13:00)" - Move 2: How to find your quick win within 60 to 90 days
"(15:20)" - Move 3: How to build to compound, connecting pillars into a sequence
"(16:50)" - Preview of the 30 AI use cases for pipeline growth resource
"(19:44)" - How to use the use case document as a starting point
"(20:26)" - Closing thoughts
Check out the previous episodes in our AI Pipeline Series:
The AI Pipeline Growth Gap
AI and Signal Intelligence
Orchestration – The Decision Layer of AI Growth
AI-Enabled Growth - Execution and Acceleration
What Does Your AI Know? The Governance Framework for AI-Powered Pipeline Growth
Here is the link to my episode with Nick Panayi
AI-First Marketing at Scale
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.