The Healthtech Marketing Show

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.

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.