The Healthtech Marketing Show

Does ABM have to be complicated and expensive? Brianna Miller doesn’t think so, and she will tell you why.
In this episode, I sit down with Brianna Miller, the Director of Demand Generation at Cohere Health, to tackle one of my favorite subjects, Account-Based Marketing (ABM). We discuss why ABM does not have to be a massive investment in time and dollars.
Brianna shares her "right-sized" approach to ABM, explaining how to use one-to-few strategies instead of just one-to-one and how to build resource hubs that keep buyers engaged. We also dive into the critical importance of sales alignment and how AI tools like Jasper and HubSpot Breeze fit into the mix. 
If you are looking for practical ways to implement ABM without over-engineering it, you will want to listen to this conversation.
Key Topics Covered
"(00:00)" Introduction
"(05:30)" Common misconceptions about ABM
"(08:20)" How to avoid over-engineering ABM
"(14:22)" Defining "Right-sized ABM" and finding the right tools
"(16:20)" The necessity of sales and marketing alignment
"(19:00)" How to report engagement data
"(26:00)" Viewing ABM as an orchestrator of multichannel tactics
"(28:00)" Tracking buyer journey stages
"(30:10)" The role of AI in ABM
"(33:00)" Don’t forget the basics
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 kicking off a new series with a simple warning: mind the gap. Specifically, I am addressing the AI Pipeline Growth Gap, which is the massive disconnect between using AI for tactical content creation and using it to actually generate revenue. 
While recent surveys show that over 93% of healthtech marketers are using AI, less than 10% have a strategic roadmap for how it will impact their pipeline. In this episode, I introduce a four-pillar framework designed to help you bridge that gap. 
We move past the tactical efficiency use cases to explore how Signal Intelligence, Orchestration, Execution, and Governance can transform your marketing from a cost center into a revenue engine. If you are feeling pressure from leadership to show real ROI from your AI tools, this series will give you the actionable roadmap you need.
Key Topics:
"(00:00:00)" Introduction

"(00:01:30)" AI adoption for content versus pipeline impact

"(00:02:52)" Key statistics

"(00:04:20)" What the C-Suite actually expects

"(00:08:00)" The Four Pillars Framework for AI pipeline growth

"(00:12:30)" Pillar 1: Signal Intelligence and detecting intent decay

"(00:15:28)" Pillar 2: Orchestration and dynamic routing

"(00:17:30)" Pillar 3: Execution and Acceleration

"(00:19:54)" Pillar 4: Governance and Learning to scale 

"(00:22:00)" Overview of the upcoming seven-part series roadmap

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.

I am thrilled to welcome John Lynn, Founder and Chief Editor of Healthcare IT Today, back to the show to discuss the significant evolution of sponsored content in our industry. In this episode, we explore how the market has shifted away from simple display advertising toward educational storytelling that builds genuine trust with buyers. 
John offers a behind the scenes look at why sponsored content often outperforms editorial pieces in terms of engagement and explains that vendors are ultimately paying for priority, collaboration, and distribution rather than just a sales pitch. 
If you are looking to understand how to leverage paid media to educate your audience and build lasting relationships, especially as we head into a year focused on trust, you will find immense value in John's insights.
Key Topics Covered:
"(00:00:00)" – Introduction

"(00:01:53)" – The evolution from banner ads to educational sponsored content

"(00:04:33)" – What you are actually paying for: Priority, collaboration, and distribution

"(00:07:09)" – Why sponsored content often sees higher consumption metrics than editorial content

"(00:09:22)" – How publishers collaborate with brands to reduce sales pitches and increase value

"(00:11:09)" – Emerging models for sponsored assets and lead generation

"(00:16:44)" – Popular formats for sponsorship including video, articles, and dinners

"(00:26:50)" – The rising importance of trust and in person connection in the age of AI

"(00:30:57)" – Strategic advice for 2026: Using this time to educate and build relationships

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 first episode of 2026, I want to address a frustration that has been bugging me and likely you as well. We have all seen how impressive tools like ChatGPT, Claude, and Gemini can be, yet when we use them for specific content creation or strategy, the results often feel shallow or generic. The problem is not that the AI is unintelligent. The problem is that it lacks context.
In this episode, I dive into the Model Context Protocol (MCP). While it sounds technical, understanding MCP is actually a critical business strategy. It acts as the rules of engagement that allow your AI to access the right data, tools, and brand guidelines safely and effectively. I explain why context architecture is going to matter much more than which specific AI model you use and how getting this right is essential for risk management and accuracy in the healthcare industry. If you want to move beyond generic AI outputs to creating a true competitive advantage, this episode breaks down exactly how to do it.
Key Topics:
"(00:00:00)" – Introduction
"(00:01:00)" – Why AI often produces superficial work 
"(00:02:00)" – Introduction to the Model Context Protocol (MCP)
"(00:03:00)" – The "locked room" analogy
"(00:05:00)" – Defining MCP
"(00:06:00)" – Using the Google Drive analogy
"(00:08:00)" – A real-world example of AI hallucination
"(00:11:00)" – The importance of better context management
"(00:12:00)" – How we use the HLP Brain to build expert personas
"(00:13:00)" – The leadership perspective
"(00:15:00)" – Future trends
"(00:16:00)" – Three key 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 sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

We’re closing out the year by looking forward. In this episode, you’ll hear a range of voices from across healthtech marketing, growth, PR, podcasting, and the Health Launchpad team as they share what’s already starting to shift beneath the surface—and what that means for the year ahead. Some of the predictions may feel inevitable. Others might make you a little uncomfortable. That’s usually a good sign.
A few patterns start to emerge as the conversation unfolds: How technology is quietly becoming less “innovative” and more… expected;  how buying decisions are evolving in ways most marketing teams aren’t fully prepared for; and how the line between human judgment and machine influence keeps getting blurrier—sometimes in helpful ways, sometimes not.
We wrap with a final perspective on what’s likely to separate the companies that gain momentum from the ones that get stuck explaining themselves. It’s less about chasing the next shiny thing—and more about clarity, credibility, and proving impact where it actually counts.
If you’re heading into the new year wondering what really deserves your attention (and what can safely be ignored), this episode should give you plenty to think about—without handing you a checklist.
Topics Covered:
[00:00:00] A rapid-fire glimpse of what’s ahead

[00:00:09] Setting the stage for the year to come

[00:02:00] Why these perspectives matter right now

[00:03:00] The evolving role of virtual care inside health systems

[00:04:00] How intelligence, data, and care environments are starting to converge

[00:04:00] What’s changing behind the scenes in enterprise buying decisions

[00:05:00] The future of outreach, attention, and relevance

[00:06:00] Why physical presence is showing up in digital-first strategies

[00:07:00] Trust, risk, and proof in a more skeptical market

[00:09:00] How discovery and decision-making are being quietly rewritten

[00:10:00] New expectations for helping buyers move forward

[00:11:00] The changing role of video in serious B2B conversations

[00:12:00] Personalization at a scale most teams aren’t ready for

[00:13:00] Rethinking volume, focus, and what actually moves the needle

[00:15:00] Where automation helps—and where it starts to hurt

[00:16:00] Designing for speed, consistency, and long-term flexibility

[00:17:00] Creating work that machines can use as easily as humans

[00:18:00] What AI adoption looks like once it grows up

[00:19:00] The hidden costs of intelligence—and why they’re entering the conversation 

[00:20:00] What will separate leaders from laggards in the next phase

[00:21:00] When experimentation turns into infrastructure

[00:23:00] How care delivery, creativity, and growth are settling into a new normal

[00:25:00] Final thoughts on what 2026 may demand of all of us

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 sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.