The Healthtech Marketing Show

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 presenceIf 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 thoughtsCheck out the previous episodes in our AI Pipeline Series:The AI Pipeline Growth GapAI and Signal IntelligenceOrchestration – The Decision Layer of AI GrowthAI-Enabled Growth - Execution and AccelerationWhat Does Your AI Know? The Governance Framework for AI-Powered Pipeline GrowthHere is the link to my episode with Nick PanayiAI-First Marketing at ScaleIf 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 marketersIf 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 nextAll episodes in our AI Pipeline Growth Series:The AI Pipeline Growth GapAI and Signal IntelligenceOrchestration - The Decision Layer of AI GrowthAI-Enabled Growth - Execution and AccelerationIf 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 revisiting one of our most popular and enduring discussions on pipeline optimization. Last year, guest host Mark Erwich led a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante.The conversation that Mark, Amy, and Michael had about pipeline goals, buying committees, BDR alignment, and brand versus demand has not dated one bit. If anything, with sales cycles getting longer and budgets staying tight, it feels more relevant than ever. I listened back to it recently and found myself nodding along the whole way through.At the end of the episode, I come back in to share four key takeaways from the conversation and layer on an AI lens, because a lot has changed since we first recorded this. Tools like agentic opportunity scoring, signal intelligence platforms, and AI-powered content workflows are now making it genuinely possible to execute on the strategies Amy and Michael described in ways that simply were not accessible before.You should listen to this episode if you want to understand how to shift from simply creating more pipeline to building a smarter, more efficient one.Key Topics Covered"(00:00:00)" - Introduction"(00:01:00)" - Why this archived episode remains critical"(00:03:10)" - Defining pipeline"(00:04:20)" - How to reverse engineer pipeline goals"(00:05:50)" - Measuring marketing influence and engagement"(00:07:15)" - Building a collaborative scorecard"(00:09:40)" - Establishing a reporting cadence"(00:11:40)" - Understanding the buying committee"(00:14:00)" - The "Ron Weasley syndrome""(00:18:20)" - Calibrating KPIs for long-tail, complex healthcare sales cycles"(00:19:40)" - Translating marketing jargon into potential pipeline value"(00:21:20)" - Using digital deal rooms and technology to differentiate the buyer experience"(00:23:00)" - Balancing marketing resources"(00:28:15)" - Why brand building is essential"(00:31:30)" - Four key takeaways and the application of agentic AIIf 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 joined by Chris Marin, Associate VP of Digital Marketing at Inovalon, for a deep dive into how AI is moving from an experimental science project to a core piece of operational infrastructure. Chris brings a technologist's perspective to marketing and shares practical ways his team is using integrated AI systems to change how they get work done.We explore the critical distinction between automation and acceleration, focusing on how to compress the time between a market signal and an intelligent response without hitting a wall. Chris explains how they have encoded expert best practices into agentic workflows for paid search and content diagnostics to ensure that as speed increases, quality actually goes up instead of down. We also discuss their Agentic Opportunity Scoring system, a fascinating example of tying AI and signal intelligence directly to revenue outcomes and learning loops. This conversation is a must-listen for anyone looking to build a hybrid human AI operating model that prioritizes judgment and eliminates the "drudgery" of the boring stuff.Key Topics Covered"(00:00)" Introduction"(04:00)" Defining execution versus acceleration in the healthcare sales cycle"(05:00)" Moving AI from a science project to core operational infrastructure"(06:00)" The difference between simple automation and intelligent acceleration"(07:00)" Deep dive into agentic workflows for paid search and competitive intel"(11:00)" Using AI diagnostics to evaluate content "punchiness" and persona alignment"(14:00)" Standardizing brand voice with a "knowledge block library""(15:00)" The Agentic Opportunity Scoring system and tying AI to revenue"(18:00)" Establishing guardrails and governance in AI systems"(19:00)" The three strands of orchestration: Humans, AI, and Deterministic Code"(20:00)" Lessons learned from testing AI SDRs for outbound and inbound"(23:00)" The concept of AI as a brilliant but supervised "entry level team member""(25:00)" The future of the hybrid human AI operating model"(27:00)" Final takeawaysAll episodes in our AI Pipeline Growth Series:⁠The AI Pipeline Growth Gap⁠⁠AI and Signal Intelligence⁠⁠Orchestration - The Decision Layer of AI Growth⁠⁠AI-Enabled Growth - Execution and Acceleration⁠If 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 of The HealthTech Marketing Show, I am joined by two of my colleagues from Health Launchpad, Design Lead Pepper Fee and Account Director Amy Hamilton. Both Amy and Pepper bring decades of experience in healthcare IT marketing and design to the table, having managed everything from massive trade show booths for global corporations to high-impact activations for startups.We discuss why the traditional obsession with lead volume often misses the mark, and how to reframe events as tools for building and growing human relationships in an increasingly digital world. Whether you are struggling to decide if a booth theme is powerful or just a gimmick, or you want to know how to prevent your sales team from hiding behind furniture, this conversation is packed with practical advice. We also share real-world stories of what works, from live screen printing to "margarita bicycles," and discuss the critical behavior rules every booth staffer should follow.Key Topics Covered"(00:00:00)" Guest Introductions"(00:02:13)" Reframing the Goal"(00:03:02)" Defining Experiential Marketing"(00:05:46)" Logistics vs. Design"(00:06:47)" The Power and Pitfalls of Themes"(00:10:19)" The Customer Journey"(00:12:49)" Case Study: AI in Healthcare"(00:15:38)" Creative Booth Activations"(00:18:38)" Attracting and Engaging Visitors"(00:21:37)" The Swag Debate"(00:27:31)" Learning from the Giants"(00:34:38)" Common Mistakes"(00:38:24)" Booth Behavior and Coordination"(00:41:43)" What to Stop DoingIf 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 our series on using AI to grow your pipeline, you know we've already covered how to spot early buyer signals. But here is the reality: even the most sophisticated signal detection won't build your pipeline on its own. Pipeline is built through decisions.In this episode, I'm diving into the "decision layer" of AI: Orchestration. This is where AI moves beyond just observing behavior and starts shaping how your go-to-market pipeline actually responds. I'll walk through a realistic healthtech scenario involving a complex sale to a hospital system to show you how orchestration works in the real world. We'll discuss how AI helps you prioritize accounts based on patterns rather than intuition, routes leads with actual conditional logic, and designs responses that coordinate multiple personas without creating chaos. This episode is about shifting your mindset from buying tools to designing an AI-assisted decision system.Key Topics Covered"(00:00:00)" Introduction"(00:01:01)" Review of the AI Pipeline series "(00:02:00)" Defining Orchestration"(00:03:00)" A Real-World Scenario"(00:04:00)" Layering Tools"(00:05:00)" The First Layer"(00:07:01)" The Second Layer"(00:08:48)" Budget-Friendly Orchestration"(00:09:58)" The Third Layer"(00:11:01)" Aligning Messaging"(00:11:51)" Why Orchestration Fails"(00:12:30)" Advice for CMOs"(00:13:00)" Preview of the next episodeAll episodes in our AI Pipeline Growth Series:⁠The AI Pipeline Growth Gap⁠⁠AI and Signal Intelligence⁠⁠Orchestration - The Decision Layer of AI Growth⁠⁠AI-Enabled Growth - Execution and Acceleration⁠If 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.

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 patternsAll episodes in our AI Pipeline Growth Series:⁠The AI Pipeline Growth Gap⁠⁠AI and Signal Intelligence⁠⁠Orchestration - The Decision Layer of AI Growth⁠⁠AI-Enabled Growth - Execution and Acceleration⁠If 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 / NetworksHealthcare Now Radio https://www.healthcarenowradio.comIntent, Signal Intelligence & ABM PlatformsDemandbase https://www.demandbase.com6sense https://6sense.comBombora https://bombora.comZoomInfo https://www.zoominfo.comFactors AI https://www.factors.aiWebsite Visitor Identification / TrackingVector https://www.vector.coRB2B https://www.rb2b.comGet Squidhttps://getsquid.ai/ Virtual Visitorhttps://www.visualvisitor.com/ Social & Signal Detection ToolsTiga AI https://www.tiga.aiLinkedIn https://www.linkedin.comMarketing Automation & CRMHubSpot https://www.hubspot.comHubSpot Breeze (HubSpot’s AI / intelligence layer)https://www.hubspot.com/products/artificial-intelligence AI / GenAI PlatformsChatGPT (OpenAI): https://chat.openai.comGoogle Gemini: https://gemini.google.com/ Claude (Anthropic): https://www.anthropic.com/claudeMicrosoft Copilot: https://www.microsoft.com/copilotHealthcare / Industry Orgs & CompaniesHIMSS: https://www.himss.orgInovalon: https://www.inovalon.comCaregility: https://caregility.com/ Productivity / AI UtilitiesWhisper Flow https://www.whisperflow.aiPrevious EpisodesNick Panayihttps://open.spotify.com/episode/0rxPdzByXBjNsIKvNBhnck?si=TsQ68QEGT1WSEZjjzoGkmA Kelly McDermott – ABM Storyhttps://open.spotify.com/episode/2QTrvyWVA6W6vJcCmDdvQd?si=ORU62SX7TPiU_Ke5vUE5HQ