The Healthtech Marketing Show The Thought Leadership Gap in Healthtech
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.
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