The Healthtech Marketing Podcast

Episode 1 - Ben Person, VP of Global Marketing, Nuvolo

In this first episode, you will hear from Ben Person , who leads marketing for the fast-growing Nuvolo. This is a master-class on ABM, how to make it work, how to measure it, and how to build an ABM Demand Engine. This podcast is brought to you by HIMSS and healthlaunchpad.

Episode 2: Jim Rose, Chief Marketing Officer, Intersystems

In this episode, you will hear from marketing veteran, Jim Rose who leads marketing for Intersystems. Jim shares insights and candid perspectives on how to build a brand for a large faceless poorly understood software firm. This podcast is brought to you by HIMSS and healthlaunchpad.

Episode 3: Dr Jordan Tannenbaum, CIO/CMIO St Peter's Healthcare

Jordan Tannenbaum is a physician turned CIO and CMIO at Saint Peter's Healthcare System, New Brunswick, New Jersey. In this episode, Dr Tannenbaum shares how his healthcare system has adapted to the pandemic and how it is changing what they buy and how they buy. This podcast is brought to you by HIMSS and healthlaunchpad.

Episode 4: Robyn Duda, Growth Strategist and Experiential Marketer

Robyn Duda is an expert in events and experiential marketing. In this episode, Robyn shares insights on how the event marketing space has been disrupted by COVID, how event marketers are adapting and some candid perspectives on what the future looks like. This podcast is brought to you by HIMSS and healthlaunchpad.

Episode 5: Drew Neisser, CEO and Founder of Renegade Marketing and the CMO Huddles

Drew is truly a B2B Marketing rock star. He is the founder of Renegade Marketing, a very successful B2B agency, and also the founder of the CMO Huddles. He has a really great podcast on B2B marketing called Renegade Marketers Unite. And last but not least he is also the author of a must-read new book for B2B marketers called Renegade marketing – 12 steps to building unbeatable b2b brands. In this episode, you will hear why great marketers are Cats, how to create great marketing, how to build amazing B2B brands. You will also learn a ton about brand positioning, promise, and taglines. Drew shares TONS of insights, how he built his business and how he thinks about brand-building. This podcast is brought to you by HIMSS and healthlaunchpad.

Episode 6: SEO is Part of the Culture: David Kosloski, Director of Marketing, Avelead

How does helping a poor Peruvian result in mastering SEO?

OK, not a question you will come across every day. Well for David Kosloski, a conversation with his travel guide on a trip to the Andes, inspired the creation of a travel business, where he taught himself the science and art of SEO.

If you are interested in SEO and how to create content to drive demand, this episode is for you! David is a sensei at making SEO work hard and understanding what content to create to improve the chances that prospects will find a way to your door.

David runs marketing for Avelead, a thriving revenue cycle firm, and he has been exceptionally creative in how they approach generating demand and building authority for Avelead's brand.

In this episode, he shares in detail how they have approached this, with a particular focus on content and SEO.

He is a fascinating and engaging guy. He started life as a band manager for a rock band. This led him to Nashville and inevitably in Nashville, this led to a job in healthcare. Along the way, he developed his SEO skills through his personal passion, travel. You won't want to miss his backstory and what happened after he spoke to the travel guide in Peru.

Episode 7: Building a Tightly Integrated Sales & Marketing Team: Royce Brunson, Chief Revenue Officer, Health Recovery Solutions (HRS)

Royce is a long-time digital health growth leader. He is the Chief Revenue Officer of Health Recovery Solutions a remote monitoring provider.

In this episode of the Healthtech Marketing Podcast, Royce dives into what it takes to create a tightly integrated sales and marketing team. Let's face it, most sales and marketing teams are siloed and often at odds with each other. Not so at HRS. Royce has created a highly integrated team. This has been key to how Royce Brunson has scaled HRS's sales.

Here is what we cover in the episode:

- Royce's take on the future of Digital Health

- HRS's SaaS-like approach to sales and marketing

- Their hybrid insourced/outsourced agency model and why they keep content marketing inhouse

- Why is it so hard to align sales and marketing and how HRS does it

- The importance of 360 feedback between SDRs, marketing and account execs

- Why they have not fully implemented ABM yet

- The secret sauce to speeding up the sales cycle and increasing deal size

And stay until the end as you will enjoy Royce's one piece of advice.

Episode 8: Building a Marketing Engine From the Ground Up: Lucy Railton, Director of Marketing, Smile CDR

Lucy Railton leads marketing for the fast-growing, Canadian, healthtech business, Smile CDR.

Smile is on FHIR, pun-intended. They are helping healthcare organizations solve interoperability issues through their FHIR-based platform. They provide solutions to help their customers adopt open standards to set their data-free. Lucy is a long-time technology marketer who is building a marketing department from the ground up.

In this podcast you will learn:

- How Smile CDR has climbed a steep learning curve to enter the US market

- How they have built a marketing team from a team of 1 to a team of 20

- How they approach digital marketing especially how they create and leverage content

- How Smile CDR is educating the market about FHIR especially the payer market

- How they develop persona-based content marketing plans

- How they use influencers

- How they use Hubspot to create highly targeted marketing to engage buyers ​across long buying cycles

- How to create a testing methodology across your marketing plan

Episode 9: Creating a New Singular Brand to Bring a New Mission to Life: Ryan Grable, Chief Marketing Officer, PerfectServe

Ryan Grable heads up marketing for the awesome PerfectServe, a leader in the clinical communications space.

Ryan has extensive experience in technology marketing and has been leading PerfectServe's marketing team for the last year.

In this episode you will learn:

- Ryan and team's mission to help healthcare organizations understand how they can help them help their patients

- How PerfectServe has integrated three acquisitions and developed a brand strategy across the new entities

- How they created a new singular brand and brought this to life under the banner of PerfectServe Unite by taking a customer-first approach

- What the benefit of this is to customers, partners, and their expanded team

- How this in part of uniting all their staff around a single vision and how this translates into delivering a consistent customer experience

- What's the same and different about healthtech marketing versus other categories

- How to apply B2C marketing concepts in a healthcare B2B, serving customers where they are

Episode 10: The Power of Networking: Hays Waldrop, Founder of IHES

Hays Waldrop is an entrepreneur and a champion networker who founded and runs several networking groups for healthcare executives. In his own words, he is "Switzerland" between healthcare executives and suppliers.

His groups include the Institute of Healthcare Executives and Suppliers, (IHES). Members are CEOs and their teams, including heads of the supply chain and also select suppliers. Providers join to learn from experts. This is where suppliers come in.

Suppliers come to the meetings to inform and teach these provider executives. And obviously, they can influence purchasing, and potentially that leads to sales.

In this episode, Hays dives into the importance of networking and building long-term personal relationships. This includes how you, as a marketer, can create customer networking groups for your own business.

He also shares his experience in adapting his in-person business to the virtual world, how he found how incredibly valuable the IHES network was to its members.

Episode 11: The Importance of Building Trust: Karsten Russell-Wood, Equum Medical

Karsten Russell-Wood is an accomplished and experienced healthcare technology marketing executive. He built his career at Philips and GE Healthcare. As the Chief Marketing & Experience Officer at Equum Medical, he leads brand building, demand generation initiatives for this telehealth-enabled multi-specialty global provider firm.

In this episode, Karsten, talks about the importance of the state of digital transformation, customer insight, building trust, and how to do that.

Karsten is engaging and insightful and this episode is full of great ideas for healthtech marketers.

Episode 12: Agile Marketing and How Premier is Changing Its Brand: Kaycee Kalpin, CMO of Premier

Kaycee Kalpin is the hyper-energetic and super smart, Chief Marketing Officer of Premier Inc. Among many other things, she is a devotee and evangelist of agile marketing, In this episode, Kaycee explains how Premier works with thousands of healthcare vendors to meet the needs of hundreds of healthcare organizations.

She dives into how they are changing the perception of Premier from being a huge GPO to being a solution provider for the value-based care needs of healthcare organizations. She explains how marketing serves the needs of their key account leads and last but not least goes into her passion for agile marketing and how her team operates with these principles.

Episode 13: Building a Brand From The Inside Out: David Cole from DAC Group

David Cole from the DAC Group is not a healthcare specialist per se but has some unique insights that are critical to building brands. David helps companies build brands from the inside out.

It's all about how you use the brand to transform an organization and how to change the behaviors of your people so that they manifest and build the brand. This is hard work as it requires ensuring that all the touchpoints reflect the brand, and especially your people.

David's approach is a mash-up of brand strategy and change management.

In this podcast, you will learn:
- Why is this important?
- How do companies get it wrong?
- Who does it well and who stands out as having made the transformation?
- What’s the process for making the transformation?
- What are the barriers to making this happen?
- How do you break down silos?
- How do you motivate people to change their behavior?
- How do you know when it’s working?

Episode 14: The Buyer's Journey: Melanie Turner, AVP, Healthcare Information Systems UAB Medicine Enterprise

In this episode of the Healthtech Marketing Podcast, you will hear from an experienced healthcare IT buyer, Melanie Turner AVP, Health System Information Services, UAB Medicine Enterprise. For anyone selling to healthcare systems IT departments, this is an opportunity to learn what it feels like to be sold and marketed to and most importantly how to build trust. It will also shed light into the inner workings of a large healthcare organization's buying process.

Melanie is an RN who has worked both as a clinician and in an operational role in IT and other parts of the healthcare system. In addition to providing IT Services, Melanie's department of close to 400 people, also develops and purchases applications.

In this episode you will learn:
- How this large IT departments functions?
- How they are using FHIR?
- How the technology purchasing process has changed?
- How they prioritize and fund projects?
- Melanie's sources of trust when evaluating solutions
- How vendors build trust with Melanie and pet peeves about vendors who get it wrong

Episode 15: Making the Complex Simple with Adam Rosenberg, Director of Marketing, RXRevu

We all know that selling and marketing to healthcare is incredibly complex. RXRevu deals with a whole other level of complexity. They engage three different audiences: Payers, Providers and EHR Vendors. They have different value propositions and different messages for each, that all ladder up to a single brand.

In this episode, Adam Rosenberg, RXRevu's Director of Marketing explains how they do this, how they are organized and how they take a disciplined ABM approach to sales and marketing.

Adam has some unique perspectives as he has a tenured career in healthcare both in sales and marketing. He shares insights on what's important on both sides the sales and marketing coin. You will also learn how RXRevu thinks about the new policy changes in healthcare and capitalizes on these to provide value to all their audiences.

Episode 16: Getting Greater Engagement in Event Marketing with Rachel Stephan from Snoball

Rachel Stephan is an expert in event marketing. More specifically she knows how to get people to show up and engage at the event and extend the value of an event. She does this through clever use of influencers, social media and by activating speakers to promote the events.

In this episode, you will learn:
- How to promote your presence at an event
- How to get people to come see you at an event
- How to stay in touch with them
- How event marketing will evolve

Episode 17: Marketing With Partners, Nick Kagal, VP of Marketing and Business Development, SpinSci

Nick Kagal spent time on both the customer and vendor side of the healthcare buyer market. In his role as the head of marketing at SpinSci Technologies, a healthcare communications technology provider, he is putting that experience to good use. The most notable thing about their approach to marketing is how they work with major telecoms technology vendors. Their approach to partnership is working well for this relatively small and fast-growing firm.

In this episode you will learn:
- How to approach partnership marketing
- How to engage in a way that is equitable
- How to collaborate with partners at major conferences and shows