The Healthtech Marketing Show

There is a version of the marketing leader's job that looks great on a slide deck, and then there is the real thing. In this episode, I wanted to get at the real thing.
I sat down with two marketing leaders who are currently in the middle of major company transformations, Erik Johnson, VP of Marketing at Harmony Healthcare IT, and Steffany Whiting, EVP of Marketing at iMethods. We are talking rebrands, ABM programs built from scratch, website overhauls, and bold calls about where to focus and where to pull back. The stakes are real for both of them.
What I really wanted to explore was the human side of leading marketing at this level. The doubt. The pressure. The moments of second-guessing when you have convinced leadership to make a big bet, and you start wondering whether you went too far. 
What came out of this conversation was candid in a way I did not fully anticipate. Erik and Steff talked openly about how they build alignment before launching major initiatives, how they manage the ongoing pressure to show ROI from programs that take time to prove out, and what they do when the inner voice starts asking hard questions. They also went back into their careers to talk about the moments they were genuinely in over their heads, and what those experiences taught them.
If you are a healthtech marketing leader carrying the weight of a big program right now, this episode is for you. And honestly, if you are early in your career and wondering what it actually looks like to lead at this level, this is worth your time too.
Key Topics Covered
“(00:00:00)” - Introduction
"(00:01:00)" - What It Really Means to Lead Marketing in Healthtech
"(00:03:00)" - Guest Introductions: Steffany Whiting and Erik Johnson
"(00:06:00)" - Risk-Taking in a Fast-Moving Environment
"(00:08:00)" - iMethods' Bold Call to Step Back from Events in 2026
"(00:10:00)" - Building and Sustaining ABM Programs: The Long Game
"(00:16:00)" - Why ABM Is Poorly Named (and What It Actually Is)
"(00:20:00)" - Leading a Rebrand: Conviction, Expectation-Setting, and Founder Dynamics
"(00:23:00)" - The Website Overhaul at iMethods
"(00:25:00)" - Moments of Self-Doubt and What Brings You Back
"(00:28:00)" - Have You Ever Genuinely Wondered If You Were the Right Person for the Job?
"(00:32:00)" - Where Resilience Comes From in Healthcare Marketing
"(00:34:00)" - Advice to a Younger Self
"(00:39:00)" - Five Key Lessons From the Conversation
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 Larry Kaiser, Chief Marketing Officer at Optimum Healthcare IT, for a candid conversation about what it really takes to build a marketing team that lasts. 
Larry has spent nearly a decade growing the marketing function at Optimum from a logo and an outdated Drupal website into a tight, high-performing team. The lessons he has picked up along the way are ones that any marketing leader in healthtech will recognize.
The heart of this conversation is about people. Larry talks openly about the discipline of hiring for culture fit, not just qualifications, the difference between department culture and company culture, and why he deliberately builds teams where every member knows more about their domain than he does. He also shares what it means when a former team member calls and says they would come back and work for him again.
If you are a marketing leader thinking about how to build something that compounds over time, this one is worth your full attention.
Key Topics Covered
"(00:00:00)" Introduction
"(00:03:30)" Larry's background and Optimum Healthcare IT
"(00:05:30)" Building a content and thought leadership engine from scratch
"(00:08:30)" Using AI in content creation without losing quality
"(00:11:30)" Optimum's podcast strategy
"(00:18:30)" Building the team: structure, culture, and hiring
"(00:22:30)" The difference between management and leadership
"(00:26:00)" Relationships as the competitive advantage in healthcare
"(00:28:00)" Four 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.

This episode is the final installment in a three-part miniseries on ABM and go-to-market strategy, and it is extremely practical. 
My guest is Rehan Mirza, Chief Growth Officer at Verifiable, a credentialing automation platform that has lived through every stage of the ABM journey, from cold outbound blasting to sophisticated, intent-driven orchestration across a complex enterprise sales motion.
Rehan tells the story of how Verifiable evolved its ICP from fast-moving digital health startups to regional health plans with hundreds of thousands of providers, and why that shift forced a complete rethink of how marketing, BDR, and alliances teams operate together. He talks candidly about the early lesson that volume-based outbound erodes trust, especially in healthcare, and how that shaped a completely different philosophy built around delivering value before making an ask.
If you are a healthcare technology marketer working through how to make ABM actually function inside your organization, this episode gives you a clear, honest view of what it takes. Rehan has the scars to prove it.
Key Topics: 
"(00:00:00)" Introduction and the Sway Health Podcast of the Year Award
"(00:03:00)" Bridging the gap between AI activity and revenue results
"(00:05:00)" Defining credentialing and Verifiable's origin story
"(00:07:00)" Transitioning from a free proof of concept to a Salesforce-integrated platform
"(00:09:00)" Shifting from cold outbound to intent-based lead orchestration
"(00:10:00)" Ideal Customer Profile (ICP) evolution: From digital health to major payers
"(00:14:00)" Moving up-market and the role of hyper-focus in ABM
"(00:15:00)" Rethinking attribution: Why 70 to 80 percent overlap is the goal
"(00:18:00)" Moving from pipeline generation to pipeline acceleration
"(00:22:00)" The CORE framework: Conversion, Orchestration, Resonance, and Ecosystems
"(00:23:00)" Using AI SDRs as a channel rather than a replacement for humans
"(00:25:00)" Lessons learned: Why volume-based "spamming" erodes trust in healthcare
"(00:28:00)" Closing summary and key takeaways for ABM success
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.

This week, I am joined by two guests who have done the real work of building a model that clearly connects marketing to revenue. 
First, Paula Cobb, VP of Marketing at AvaSure, a private equity-backed virtual care platform. Paula brings over 30 years of healthcare marketing experience and runs what she calls a peanut butter and jelly go-to-market model, where sales, marketing, and customer success are genuinely inseparable. What I find compelling about her perspective is how tightly she has wired marketing into product decisions and the fact that AI tools have essentially become named members of her org chart.
My second guest is Alex Esquivel, VP of Marketing at Luma Health. Alex has an unusual background for a marketer. She came up through finance and operations, which gives her an unusually clear-eyed view of why the traditional MQL model was, in her words, doomed from the start. She describes what a genuinely revenue-accountable marketing model looks like in practice, including how she structures account-based motions, why she does not measure MQLs at all, and how she is moving from slow campaign cycles to fast, iterative content that responds to what buyers actually care about.
Both conversations offer something different. Paula gives you a vivid inside look at a mature, integrated GTM operation. Alex gives you a sharp, first-principles case for rebuilding from scratch. And at the end of the episode, I come back with five key takeaways from both conversations that I think you will find genuinely useful wherever you are on this journey.
If you are a healthtech marketer still working through what modern demand generation actually looks like, this one is worth your full attention.
Key Topics:
Introduction “(00:00)”
The Shift from Lead Volume to Revenue Accountability "(01:00)"
The Peanut Butter and Jelly Model at AvaSure "(07:00)"
Moving from MQLs to Deep Discovery "(12:00)"
Why Customer Success is Part of GTM "(21:00)"
AI on the Org Chart "(27:00)"
Why Traditional Demand Gen was Doomed "(36:00)"
Measuring Stage Three Opportunities "(38:00)"
Killing the Traditional Campaign Model "(41:00)"
The Power of the Zero-Party Data Field "(53:00)"
Hiring for Curiosity Over Skillsets "(59:00)"
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, instead of talking to marketers about account-based marketing, I sat down with two sales leaders who have built and executed ABM programs from the ground up. They bring sharp, practical views on what it actually takes to make ABM work.
My first guest is Clint Mooneyham, VP of Sales at Sagility, a healthcare operations company serving payers and providers. Clint brings 15 years in sales, nine of them in healthcare, and his perspective will slow you down before you start, which is exactly the point. He makes the case that most companies launch ABM before they have earned the right to, and that skipping the validation steps at the front end is the single biggest reason these programs fail.
My second guest is Tony Mancuso, an enterprise sales leader on the growth team at Onymos, a Series A AI startup focused on diagnostic labs and precision medicine. Tony started with tens of thousands of potential accounts and built, essentially from scratch and with limited startup resources, one of the most disciplined account selection and execution systems I have come across.
What struck me about both conversations is how well they complement each other. Clint is asking the question you need to answer before you begin. Tony is showing you how to execute once you have answered it.
If you are wrestling with your ABM program, or wondering why a previous attempt did not produce results, this episode is worth your time.
Key Topics:
"(00:00:00)" Introduction to ABM from a Sales Perspective
"(00:03:25)" Theme 1: Is ABM Even Right for You?
"(00:05:50)" Validating Strategy with Buyer Intent Data
"(00:08:45)" Theme 2: Building a Disciplined Account Selection System
"(00:12:10)" Scoring Criteria and Trigger Events
"(00:14:50)" Theme 3: Deep Account Research and Intelligence
"(00:19:55)" Theme 4: Messaging Outcomes Over Features
"(00:23:45)" The Water Cooler Test and Win Themes
"(00:25:40)" Theme 5: Alignment, Measurement, and Knowing When to Pivot
"(00:31:40)" Closing Summary and Top Five 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.