The Healthtech Marketing Show

Healthcare marketers are having to navigate massive shifts across the industry, including shrinking ROI timelines and increasingly complex buyer committees. 
In this episode, I'm joined by my two colleagues and fellow Health Launchpad principals, Mark Erwich and Matthew Piette, for a conversation about what it means to be a marketing leader in healthcare right now. 
We explore how the industry is moving from the traditional triple aim toward what we call the quintuple squeeze, where providers face intense pressure from regulatory changes, margin constraints, and severe staffing shortages.
We provide a deep dive into how both health tech and biotech firms can adapt their strategies to remain defensible in front of CFOs. We also share our perspectives on the practical use of AI as an efficiency tool and why focusing on risk reduction may be more important than selling growth in the coming year.
Key Topics Covered
"(00:00:00) Introduction"

"(00:09:00) Big Drivers in Healthcare Technology"

"(00:13:00) The Quintuple Squeeze"

"(00:15:00) Challenges in Biotech and Life Sciences"

"(00:16:00) Pressure on Marketing Leaders"

"(00:17:00) Shortened Planning Horizons"

"(00:19:00) Biotech Marketing Constraints"

"(00:21:00) AI: Friend or Foe?"

"(00:26:00) Impact on Marketing Budgets"

"(00:30:00) Justifying Your Marketing Budget"

"(00:34:00) Stop Doing This to Survive"

"(00:37:00) 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!
Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

While most of us are already using AI for research and content creation, very few healthcare marketing teams have figured out how to use it to drive measurable top-line revenue. 
In this episode, I dive into the critical first pillar of using AI to grow your pipeline: signal intelligence. I explain why interpreting patterns of behavior across entire accounts is far more valuable than simple lead scoring or tracking individual clicks.
This episode will help you understand how to detect meaningful buyer behavior earlier in the process. This is especially vital in the healthcare industry, where sales cycles often stretch to 13 or even 24 months and involve dozens of stakeholders. 
I also share practical ways to use AI for pattern recognition and weak signal interpretation, even if you do not have a massive budget for enterprise platforms.
Key Topics:
"(00:00)" - Introduction

"(01:00)" - The challenge

"(02:47)" - Defining signal intelligence

"(03:45) - The three layers of signal intelligence

"(05:39) - Why early detection is critical

"(09:44) - Four primary use cases for AI

"(12:44) - Exploring Tiga AI and social engagement signals

"(15:15) - How established platforms detect intent at scale

"(18:18) - Using AI tools for strategy

"(20:45)" - Identifying longitudinal patterns

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.
Companies & Platforms Mentioned (with URLs)
Media / Networks
Healthcare Now Radio https://www.healthcarenowradio.com

Intent, Signal Intelligence & ABM Platforms
Demandbase https://www.demandbase.com

6sense https://6sense.com

Bombora https://bombora.com

ZoomInfo https://www.zoominfo.com

Factors AI https://www.factors.ai

Website Visitor Identification / Tracking
Vector https://www.vector.co

RB2B https://www.rb2b.com

Get Squidhttps://getsquid.ai/ 

Virtual Visitorhttps://www.visualvisitor.com/ 

Social & Signal Detection Tools
Tiga AI https://www.tiga.ai

LinkedIn https://www.linkedin.com

Marketing Automation & CRM
HubSpot https://www.hubspot.com

HubSpot Breeze (HubSpot’s AI / intelligence layer)https://www.hubspot.com/products/artificial-intelligence 

AI / GenAI Platforms
ChatGPT (OpenAI): https://chat.openai.com

Google Gemini: https://gemini.google.com/ 

Claude (Anthropic): https://www.anthropic.com/claude

Microsoft Copilot: https://www.microsoft.com/copilot

Healthcare / Industry Orgs & Companies
HIMSS: https://www.himss.org

Inovalon: https://www.inovalon.com

Caregility: https://caregility.com/

Productivity / AI Utilities
Whisper Flow https://www.whisperflow.ai

Previous Episodes
Nick Panayi
https://open.spotify.com/episode/0rxPdzByXBjNsIKvNBhnck?si=TsQ68QEGT1WSEZjjzoGkmA 

Kelly McDermott – ABM Story
https://open.spotify.com/episode/2QTrvyWVA6W6vJcCmDdvQd?si=ORU62SX7TPiU_Ke5vUE5HQ

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.