The Healthtech Marketing Show

If you market to pharma, biotech, or diagnostics companies, you already know the standard ABM playbook doesn’t quite fit. One big pharma company can really be a dozen different accounts. Your whole market might fit into a single ballroom. And your buyers are scientists, and many of them will tell you they’re allergic to marketing.
I was joined by Abdul Rastagar, co-founder and CEO of Sirona Marketing and a former medicinal chemist, and Matthew Piette, who leads the life sciences and biotech practice at Health Launchpad and previously worked at Exact Sciences and Philips Healthcare. Between them, they’ve seen this world from both sides of the table.
We talk about how to break a large pharma organization into real, targetable accounts, and who actually sits on the buying committee, including the veto holders marketers tend to forget. We get into why engagement isn’t the same as intent when your audience reads constantly just to keep up with the science. We also cover why evidence-based marketing is the only kind that works with scientific buyers, and how to be bold with your thought leadership in a heavily regulated market. 
If you market in life sciences, this episode will help you sharpen your ABM strategy. If you’re in another part of healthtech, you’ll come away with ideas on rigor, targeting, and personalization that you can use right away.
Key Topics Covered
"(00:00:00)" Introduction
"(00:06:00)" What “life sciences” really means, and why it’s not one market
"(00:07:00)" Who the organizations and buyers are in B2B life sciences
"(00:09:00)" Defining the account
"(00:11:00)" The two buying committees
"(00:14:00)" Veto holders
"(00:15:00)" When your whole market fits in a ballroom
"(00:18:00)" Why life sciences ABM is mostly one-to-few and one-to-one
"(00:19:00)" Engagement is not intent
"(00:20:00)" Scientific skepticism
"(00:21:00)" The ABCs of life sciences thought leadership
"(00:24:00)" Sourcing every claim, and earning citations from AI tools
"(00:25:00)" Selling to scientists who are “allergic to marketing”
"(00:28:00)" What other healthcare marketers can learn from life sciences
"(00:30:00)" The one thing a CMO should do differently
"(00:33:00)" Adam’s five 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!
Find all of our episodes on the Health Podcast Library.
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

What if the most valuable thing AI can do for your marketing team has nothing to do with content? A year ago, Mike Campana, Chief Marketing Officer at Naviant, was an AI skeptic. Then he showed me Resonance, and it blew me away.
Resonance is a web-based tool that Mike and his team built without a single engineer. Behind it are 978 personas across multiple vertical markets, and it connects to Salesforce and HubSpot. Before a rep walks into a meeting or a BDR picks up the phone, it tells them who they’re talking to, what that person cares about, and how to move the conversation forward. It even tells a BDR how to pronounce HCAHPS and what not to say.
In this episode, Mike explains why most persona projects end up as a checkbox nobody revisits. He shows how his team mapped entire buying groups north and south of the economic buyer, and how marketing became an intelligence engine for its number one customer, the sales team. He also shares the approach I think every nontechnical marketer should hear: plan in Claude first and have Claude direct Claude Code. Along the way he tells the very funny story of the two arguing with each other about what Mike really wanted.
If you’re wondering how AI can bring marketing and sales closer together, or whether you need developers to build something real, this episode is for you.
Key Topics Covered
"(00:00)" Introduction
"(03:30)" Mike’s AI journey, from Jasper and Perplexity to workflows and tools
"(05:45)" Deeper buyer intelligence for sales teams
"(08:15)" Researching every attendee at a round table
"(09:30)" Why most persona projects fail and the buying group problem
"(12:00)" Building 978 personas
"(14:30)" Inside the build
"(16:15)" Lessons from beta testing the MVP
"(17:00)" How Resonance works
"(19:00)" Using Claude as the single gateway to Salesforce, HubSpot, and Resonance
"(21:15)" Arming BDRs
"(24:30)" What the tool can and can’t do
"(28:00)" Building without a developer
"(32:45)" Advice for teams
"(35:30)" What’s next for Resonance
"(37:30)" Five key takeaways
Find Casey Meehan here.
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!
Find all of our episodes on the Health Podcast Library.
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Your team probably uses AI every day now. Can you show leadership what it’s actually getting you? For most healthtech marketing teams, the honest answer is no.
In this episode I share the results of the third wave of our AI benchmark survey of in-house healthtech marketers. In one year, the share of teams with integrated AI workflows or a strategic roadmap went from under a third to about two thirds, and nobody in the latest wave said they weren’t using AI at all. The data also shows three gaps. Only about 1 in 10 teams has AI fully connected to their CRM, CMS, or analytics. Four in 10 still aren’t measuring the return on AI. And 85 percent have no formal training budget.
My colleague Mark Erwich, Chief Strategy Officer at Health Launchpad, joins me to talk about what this means for you. We cover why “we use AI” no longer sets you apart and how to measure AI in a way that wins resources, not just one that justifies cost cuts. We also talk about how to think about the risk of connecting AI to your core systems. We share what happened when we presented the findings to the HealthTech Marketing Network, and we close with five practical takeaways you can act on this quarter.
Download the full report here.
Key Topics Covered
"(00:00)" Introduction
"(02:45)" Finding 1: AI maturity jumps from dabbling to building in one year
"(04:15)" Finding 2: Workflow integration vs. data integration with CRM, CMS, and analytics
"(06:00)" Finding 3: Measurement is the biggest blind spot
"(07:00)" Finding 4: Paid licenses are common, but training budgets and headcount are rare
"(08:15)" Finding 5: IT and engineering hold the keys to high-value use cases
"(09:00)" Why the measurement gap and the IT gap are two sides of the same coin
"(09:45)" Voices from the field
"(12:45)" The three phases of AI adoption
"(14:15)" Where differentiation comes from now
"(16:15)" Mark’s top recommendation
"(17:30)" Measuring AI by capability and quality first, efficiency last
"(21:15)" Why connecting AI to your data changes how you work
"(23:15)" What healthtech marketing leaders shared in the network session
"(25:00)" The risk question
"(27:45)" Other ways to connect AI to your systems besides APIs
"(28:15)" What marketing’s role looks like a year from now
"(30:30)" Mark’s one piece of advice
"(31:30)" Adam’s five takeaways from the survey
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!
Find all of our episodes on the Health Podcast Library.
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 run events in healthtech, this time of year means two full-time jobs: finishing 2026 and planning 2027. So I brought in people who do this every week. 
Robin Moritz, Senior Event Manager at InterSystems, has run their trade show program for almost 20 years and handles around 60 events a year. Liat Kozuch, Field Marketing Lead at Hyro, runs more than 40 activations a year with a two-person team. My Health Launchpad colleague Amy Hamilton, a 20-year health IT veteran, joins me as co-host for the first time and leads most of the conversation.
We dig into the questions every event marketer is asking right now. How do you decide which shows to keep and which to cut? How soon can you judge whether an event worked? How do you stand out at HIMSS when Epic and Philips are next door? And how do you get people into your booth who actually matter to your sales team, not just a pile of badge scans that go nowhere?
Robin explains how InterSystems went from 85 shows to 60, and how hosting a reception at the College Football Hall of Fame turned a quiet show into one where people remembered them. Liat shares how she turns her booth into a "carnival" of micro-events, why she would rather take the stage alongside a health system customer than pitch alone, and how the Call Dropper game lets CIOs feel the exact pain Hyro solves. You will also get practical tools, low-budget booth ideas, and a strong case for putting marketers on the show floor.
If you are building your 2027 events calendar, this episode is a masterclass.
By the way, on Thursday, October 22, Hyro will host its third annual Care OnCue™ Summit, a free, one-day virtual event for health system leaders shaping the future of patient access and operations. 
Across 20 sessions, more than 50 speakers from leading U.S. health systems, including AdventHealth, Sutter Health, Inova Health, UPMC, and Kaiser Permanente, will share what is working now and the practical lessons leaders should carry into their 2027 planning. 
Can’t attend live? Register to receive access to the session recordings following the event.
Event and meeting tools 
Jifflenow (Robin): Trade show meeting scheduling and analytics, now part of Cvent.
Popl (Robin): Event lead capture with badge scanning, AI data enrichment, and CRM sync.
Salesforce and HubSpot (Robin): The CRMs she mentioned integrating with Jifflenow.
Planning and project management 
monday.com (Robin, Amy, Liat): Cloud-based work management platform.
monday.com connector for Claude (Liat): The setup Liat described for turning voice notes into Monday tasks and briefs. The connector is based on monday MCP, uses OAuth authentication, and respects existing monday.com permissions. 
Miro (Liat): The visual whiteboard she uses to map the full event calendar.
Events and venues mentioned 
HIMSS Global Health Conference (Robin, Liat)
ViVE (Liat) 
CHIME Fall Forum (Liat)
Becker's Healthcare events (Liat)
Civitas Networks for Health Annual Conference (Robin)
College Football Hall of Fame (Robin's Civitas reception venue) 
Sphere, Las Vegas (Robin's pre-HIMSS event)
Swaay Health / Swaay Live (Amy)
Guest companies and resources 
Patient Journey Pioneers (Liat's podcast): Hyro's podcast featuring insights from leading healthcare executives on emerging techn, digital acceleration, and patient journey strategy.
Hyro Care OnCue™ Summit (Oct 22)
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 on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!
All of our episodes the Health Podcast Library.
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Most healthtech thought leadership isn't leadership. It's participation with a byline. That's what healthtech marketing leaders are saying about themselves.
This month we ran two candid peer sessions on thought leadership in the Healthtech Marketing Network, and this solo episode is my report on what came out of them. When we asked senior marketing leaders where their programs sit on Adrianna Hosford's three levels of thought leadership, almost everyone said level two. A few said zero. Not one person claimed level three, even though industry surveys say 97% of practitioners believe their programs deliver measurable impact.
I walk through six themes from those conversations. Why evidence alone is not a point of view. Why the bar for bold is lower in healthcare than you think. Why your best thought leader might be a director, a clinician, or a KOL rather than your CEO. How AI went from a bad author to your most important reader. Why the stage is the source and everything else is the echo. And why the attribution ceiling is starting to crack. Along the way I bring in insights from past guests Adrianna Hosford, Paul Wicks, and John Lynn, and I close with five takeaways and one exercise you can try this week.
If you've ever wondered whether your thought leadership actually sets you apart or just adds to the noise, this episode will help you find out.
Key Topics Covered:
"(00:00)" Introduction
"(03:10)" Adrianna Hosford's three levels of thought leadership
"(06:00)" The level two trap: free education for your whole category
"(07:00)" Evidence is not a point of view
"(08:45)" Two CEOs who paired proof with a real opinion
"(10:10)" Regulatory constraints and healthcare's lower bar of controversy
"(12:25)" KOLs as third-party endorsement
"(13:25)" Building thought leadership for buying committees
"(15:05)" AI as author: why it produces the generic average
"(17:00)" AI as audience: what LLMs weigh when deciding who gets cited
"(18:10)" John Lynn's counterpoint on branded content and AI citations
"(19:25)" Why conferences and live events came out on top
"(20:15)" Why the room was skeptical of LinkedIn despite the ROI data
"(21:20)" Podcasting as the bridge between the live moment and the long tail
"(22:30)" Can thought leadership be tied to pipeline?
"(25:25)" Five key takeaways
"(27:05)" One thing to try this week
"(27:25)" Closing thoughts
Previous Episodes Mentioned:
Is Sponsored Media as Trusted as Earned Media?
The Thought Leadership Gap in Healthtech
How to Build Pipeline With Podcasts
How Peer-Reviewed Evidence Drives AI Discoverability
Resources Mentioned:
Thought Leadership in Practice: The 2026 Report
The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart
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!
Find all of our episodes on the Health Podcast Library.
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.