Afleveringen
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In this episode, Saul Marquez dives into the complexities of healthcare sales pipelines, highlighting the importance of understanding all decision-makers involved. Discover how to move beyond traditional pipelines and develop a comprehensive buyer map to close more deals and build lasting relationships.
Key Topics:
The reality of multi-stakeholder decision-making in healthcare sales, with nearly 60% of organizations involving five or more decision-makers.
Why relationships with individual champions are insufficient — the importance of mapping the entire stakeholder environment.
The discrepancy between the economic buyer and clinical champion, and why their differing timelines impact sales success.
The pitfalls of late-stage engagement with financial and IT stakeholders, and how early mapping can prevent deal stalls.
A four-part framework designed to improve your buyer map and enhance conversion rates.
The importance of measuring relationships over just deals to foster trust and long-term success.
Practical advice for revising sales strategies: evaluating if you're measuring relationships or just deals.
Link to newsletter: https://www.linkedin.com/pulse/healthcare-doesnt-have-pipeline-problem-has-buyer-map-saul-w-marquez-dwose/ -
Bringing a breakthrough medical device to market takes more than strong science. It requires trust, education, evidence, and a clear understanding of how patients and physicians make decisions.In this episode of Healthcare Marketing Executive, Ankit Shah, Vice President of Marketing at SetPoint Medical, discusses what it takes to commercialize innovative medical technologies in today's complex healthcare environment. Drawing on his experience in medtech, commercialization, portfolio strategy, physician education, and product launches, Ankit shares how companies can turn promising innovations into meaningful adoption. The conversation highlights the importance of building credibility with clinicians, educating stakeholders about new categories of care, and developing messaging that supports market growth. Ankit also explores SetPoint Medical's work in neuroimmune modulation and how device-based therapies are creating new possibilities for patients with chronic autoimmune conditions.Tune in to this episode to learn how medtech leaders can bring new solutions to market by combining clinical evidence, strategic communication, and a deep understanding of the customer journey. Resources: Follow and connect with Ankit Shah on LinkedIn. Follow SetPoint Medical on LinkedIn and visit their website. Visit the Healthcare Marketing Executive website. Explore the Outcomes Rocket website.
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Zijn er afleveringen die ontbreken?
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Earned media should not disappear after publication. It should help move the pipeline.
In this episode of Healthcare Marketing Executive, Saul Marquez concludes his three-part series on using PR as a pipeline acceleration tool by addressing a common breakdown in healthcare marketing: earned media often generates visibility but never reaches the sales team. He highlights findings from the 2026 Benchmark on AI Visibility and Revenue Report, which revealed that only 13% of organizations share earned media internally, and just 6.1% integrate it into the sales process. Saul explains how this disconnect creates missed opportunities and outlines three practical rules to close the gap: distribute every placement to sales within 24 hours, align coverage with the appropriate stage of the sales sequence, and equip internal champions with credible third-party validation. By operationalizing earned media, organizations can turn visibility into measurable business growth.
Tune in, then read Saul’s full article on the PR-to-sales gap and where the med tech pipeline leaks: https://www.linkedin.com/pulse/pr-to-sales-gap-where-medtech-pipeline-leaks-saul-w-marquez-pqjne/?trackingId=6Mmz083rQSqQ5uN6ZyYR9Q%3D%3D
Resources:
Follow and connect with Saul Marquez on LinkedIn.
Follow Outcomes Rocket on LinkedIn and explore their website.
Visit the Healthcare Marketing Executive website! -
Healthcare marketing is not just about visibility. It is about trust, language, timing, and understanding the realities of the people receiving the message.In this episode of Healthcare Marketing Executive, Kate Karlsson, Founder and CEO of Systole Media, explains why healthcare marketing requires a fundamentally different approach than marketing in other industries. Drawing on her experience as both an ICU nurse and healthcare communications leader, she shares why understanding clinicians, patients, and the realities of care is essential for building credibility and creating messages that resonate. Kate also discusses why PR success should be measured by reaching the right audience with the right message, not just by impressions or clicks. The conversation also explores the value of involving end users in product development, using authentic clinician language, and elevating nurses' voices through her Nurses to the Mic initiative.Tune in to this episode to learn how healthcare marketers can build trust by speaking the right language, listening to end users, and communicating with more honesty and intention.Resources: Follow and connect with Kate Karlsson on LinkedIn. Follow Systole Media on LinkedIn and visit their website. Learn more about Nurses to the Mic here! Visit the Healthcare Marketing Executive website! Follow Outcomes Rocket on LinkedIn and explore their website.
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PR is not just a brand awareness activity in healthcare. It should be built around the buyers you want to reach.
In this episode of Healthcare Marketing Executive, Saul Marquez, CEO at Outcomes Rocket, shared a crucial mindset shift for medtech and health tech leaders who only activate PR for funding rounds or product launches. He explains that this traditional approach misses a massive opportunity to use PR as a direct go-to-market lever that engages healthcare buyers long before a sales conversation even begins. To maximize impact, Saul breaks down why brands should stop planning media coverage around an internal news calendar and start anchoring it directly to their Ideal Customer Profile (ICP). Ultimately, knowing which target accounts are reading, what conversations they care about, and where a team can credibly add value lays the foundation for a highly effective PR strategy.
Tune in, then read the full article below to learn how healthcare brands can use PR as an ICP play, not just a comms approach.
Resources:
Follow and connect with Saul Marquez on LinkedIn.
Follow Outcomes Rocket on LinkedIn and explore their website.
Visit the Healthcare Marketing Executive website!
Read the complete blog: https://www.linkedin.com/pulse/pr-gtm-lever-most-healthtech-medtech-companies-treat-like-marquez-zw4rc/?trackingId=zVC%2BAL9USkqjy%2F1aM1%2BINQ%3D%3D -
The biggest performance unlock in medtech marketing comes from building a smarter data strategy, not just running more campaigns.
In this episode, Aaron Burnett, CEO of Wheelhouse DMG, joins Saul live from DeviceTalks Boston to discuss how privacy-first digital marketing is evolving in medtech and healthcare. Aaron shares how regulatory maturity, first-party data, and better measurement are helping organizations improve marketing performance while staying compliant. He explains how medtech companies can go beyond basic analytics and third-party data by focusing on key moments in the patient or user journey, like new customer sign-ups, patient appointments, and lifetime value. Aaron also talks about how building long-term trust with clients leads to better data, deeper insights, and stronger business results.
Tune in and learn how medtech marketers can use first-party data, strategy, and measurement to drive better performance in a privacy-first world!
Resources:
Connect with Aaron Burnett on LinkedIn
Follow Wheelhouse DMG on LinkedIn and explore their website
Visit the Healthcare Marketing Executive website!
Explore the Outcomes Rocket website! -
Trust is not just part of the healthcare sales process. It determines whether you get considered in the first place.In this episode of Healthcare Marketing Executive, I break down why visibility alone is not enough in healthcare marketing. A buyer may delete three vendor emails before 9 a.m., but when she hears a company name from someone she trusts, sees that brand in a credible publication, or listens to a leader explain the problem clearly, that company moves into consideration. I share why trust is built before the first sales conversation and why healthcare brands need credible voices, consistent messaging, and repeated proof that they understand the market.Tune in, then watch the full video and read Saul’s post on why trust is a competitive advantage healthcare brands cannot copy: https://www.linkedin.com/pulse/trust-competitive-advantage-cant-copied-saul-w-marquez-mwxke/?trackingId=yfNzMYYjTuihpUGr%2BzWy9g%3D%3DResources:Follow and connect with Saul Marquez on LinkedIn.Follow Outcomes Rocket on LinkedIn and explore their website.Visit the Healthcare Marketing Executive website!
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The future of healthcare marketing is not just about reaching the right audience. It is about earning trust through better stories, cleaner data, and smarter use of AI.
In this episode, Craig Cook, Chief Marketing Officer of Business Solution Partners, joins Saul live from DeviceTalks Boston to discuss how BSP helps medtech, biopharma, and biotech companies manage quality, traceability, compliance, and operations through NetSuite-based solutions. Craig shares how healthcare and life sciences companies are becoming more comfortable with cloud platforms, why customer storytelling is becoming a powerful marketing advantage, and how creative campaigns can help brands stand out in a crowded market. He also explains why AI readiness starts with clean, reliable data, not just new tools. From using customer testimonials more meaningfully to finding practical AI efficiencies in everyday sales and marketing workflows, Craig offers a grounded look at how marketers can embrace change without losing sight of trust, creativity, and customer experience.
Tune in and learn how healthcare marketers can use storytelling, cloud solutions, and AI-ready systems to build stronger trust and better growth!
Resources:
Follow and connect with Craig Cook on LinkedIn.
Follow Business Solutions Partners on LinkedIn and explore their website.
Visit the Healthcare Marketing Executive website!
Explore the Outcomes Rocket website! -
In healthcare marketing, the brands that stand out are the ones that still feel human.
In this episode, Jakub Grajcar, Head of Marketing at Talkie.ai, shares why personality, connection, and authenticity matter more than ever in an AI-driven world. He talks about his journey from software and agency work into healthcare marketing, how Talkie.ai is helping medical practices reduce front-desk overload with AI medical receptionists, and why marketers need to balance new tools with real human communication. Jakub also discusses the growing expectation for marketers to do more with less, the importance of upskilling with AI instead of resisting it, and how podcasts and conferences can open doors in relationship-driven healthcare markets.
Tune in and learn how to stay human, adaptable, and effective as healthcare marketing continues to evolve.
Resources:
Follow and connect with Jakub Grajkar on LinkedIn.
Learn more about Talkie.ai on LinkedIn and their website.
Listen to the Scaling Practice Management podcast here.
Visit the Healthcare Marketing Executive website!
Explore the Outcomes Rocket website! -
Healthcare marketing is no longer just about rankings and traffic. It is about making your brand understandable to both people and AI.
In this episode, Bryan Cush, Co-Founder and President of Tidal Health Group, discusses why structured data and schema are critical in an era of chat-based search, AI agents, and more informed healthcare consumers. He shares how his personal experience managing his mother’s chronic conditions drew him into healthcare marketing. Bryan explains how his team helps provider groups organize information to improve discoverability, build trust, and drive conversions. He also explores why healthcare brands must move beyond traditional SEO and how better data structure connects marketing more directly to revenue and operational performance.
Tune in and learn how healthcare organizations can stay visible, relevant, and conversion-ready in an AI-first search environment.
Resources
Follow and connect with Bryan Cush on LinkedIn.
Follow Tidal Health Group on LinkedIn and explore their website here. -
Healthcare marketing is most effective when it stays grounded in patient impact, embraces change thoughtfully, and turns complex data into something clinicians can actually use.
In this episode, Grace Anderson, Principal Product Marketing Manager at Medtronic Acute Care & Monitoring, shares how her journey from higher education and financial services led her into healthcare marketing with a deeper sense of purpose. She explores Medtronic’s expanding role in digital health, including connected monitoring, remote patient platforms, and the use of clinical data to enable more personalized care and reduce strain on care teams. Grace also discusses what healthcare marketers need today: staying grounded amid uncertainty, balancing innovation with audience readiness, and using AI responsibly. She emphasizes the importance of inclusive data, practical AI applications, and close collaboration with clinicians to drive adoption.
Tune in and learn how to stay grounded, market emerging technology more effectively, and keep patients at the center of healthcare innovation.
Resources:
Follow and connect with Grace Anderson on LinkedIn.
Learn more about Medtronic Acute Care & Monitoring on LinkedIn and their website. -
Healthcare companies waste enormous time chasing the wrong opportunities, and AI can change that only if it is built specifically for the realities of healthcare commercialization.
In this episode, Bruce Brandes, Board Chairman of WhaleHawk, discusses why healthcare sales teams often spend too much time pursuing deals that were never likely to close in the first place. He explains how WhaleHawk was created to help organizations better understand where to focus, when to engage, and how to earn trust through more relevant, data-informed outreach. Bruce also shares why generic large language models fall short in healthcare, how healthcare-specific market signals and company best practices can improve consistency across teams, and why the goal is not to add another tool but to simplify the workflow sales teams already use.
Tune in and learn how healthcare organizations can use AI more strategically to reduce wasted effort and improve commercialization success!
Resources:
Connect with and follow Bruce Brandes on LinkedIn.
Follow WhaleHawk on LinkedIn and visit their website. -
Marketing in healthcare works best when you build trust, prove impact, and stay flexible instead of betting on long-range plans.
In this episode, Colin Hung, editor-in-chief of the Swaay.Health Marketing Community, explains how the free, sponsor-supported publication shares practical stories, trends, and best practices across healthcare marketing through articles, videos, and interviews. He describes why he attends dozens of conferences and produces fast, useful recaps, ranging from clear “what mattered” summaries to opinionated “best of show” rankings. Colin highlights a growing trend of providers partnering with local, topic-specific influencers to co-create trusted, low-cost community content, and why live conversations are becoming more credible as AI-generated content saturates the market. He also argues that marketing needs a stronger executive voice by tying insights to ROI and outlines a 2–3 year planning approach grounded in experimentation, measurement, and smart trade-offs.
Tune in and learn how to build a trust-first, test-and-iterate marketing playbook that keeps pace with healthcare and AI.
Resources:
Follow and connect with Colin Hung on LinkedIn.
Learn more about Swaay.Health Marketing Community on LinkedIn and their website.
Follow Healthcare IT Today on LinkedIn and explore their website.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. -
The biggest leverage in modern B2B growth is knowing exactly who is on your website, not just which company they work for.
In this episode, Adam Robinson, Founder and CEO of RB2B, explains how person-level website visitor identification is reshaping B2B marketing, sales, and founder-led growth. He breaks down why account-level tools fail to close the loop on real revenue and how identifying individual buyers enables faster pipelines, tighter ABM, and higher conversion rates. Adam shares the playbook behind bootstrapping multiple SaaS companies to eight- and nine-figure outcomes without outside funding, emphasizing capital efficiency, speed of execution, and ruthless focus on monetization. He also dives into building in public, using LinkedIn as a growth engine, launching free products to dominate distribution, and why simplicity beats sophistication in early-stage SaaS, offering practical lessons for founders operating in a cookie-less world.
Tune in and learn how to identify real buyers, build leverage fast, and grow profitably without relying on hype or funding!
Resources:
Follow and connect with Adam Robinson on LinkedIn.
Learn more about Reperio Health on LinkedIn and their website.
Follow Retention.com on LinkedIn and explore their website.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. -
Engaging underserved populations requires meeting people where they are, not where the system would like them to be.
In this episode, Zach Zobel, Senior Director at Sober Sidekick, discusses how data-driven personalization, trust-building, and rapid experimentation are transforming engagement in substance use disorder recovery. Broadcasting live from HLTH 2025, he shares how partnerships with Medicaid plans helped re-engage over one million users through nearly two million outreach efforts. Zach explains how behavioral data clustering identified eight user personas, guiding product and content decisions for those in the earliest and most vulnerable stages of sobriety. He also explores the evolving role of AI, the importance of experimentation over hype, and practical advice for marketers to leverage existing data and design experiences that respect real user behavior.
Tune in and learn how personalization, AI experimentation, and empathy-driven design are reshaping healthcare engagement!
Resources:
Follow and connect with Zach Zobel on LinkedIn.
Learn more about Sober Sidekick on LinkedIn and their website.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. -
As healthcare continues to evolve rapidly, the conversation shifts from what is innovative to how that innovation is communicated and governed.
In this episode, Robbie Dorius, Head of Media at HLTH, talks about the dominance of AI in healthcare, stressing the need for governance and guardrails rather than just innovation. He emphasizes that healthcare media's role is to simplify complex issues, improving literacy and patient advocacy by avoiding inaccessible terminology and acronyms. Dorius explains how HLTH is adapting to a challenging media landscape by investing in channels like podcasting and an influencer program. He notes that healthcare influencers, despite general trends, are seeing increased trust, making them a key part of future communications strategies.
Tune in and learn how the industry is balancing technology, transparency, and consumer understanding!
Resources:
Follow and connect with Robbie Dorius on LinkedIn.
Learn more about HLTH on LinkedIn and their website.
Sign up for ViVE 2026 here.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. -
Trust, not hype, is the real currency of effective healthcare marketing.
In this episode, Kennan O’Connell, Senior Marketing Manager for Canary Speech, shared her unconventional journey into healthcare marketing, stressing that precision, compliance, and human-centered storytelling are more crucial than overpromising or making flashy claims. She explained that in regulated B2B environments, credibility is built by carefully choosing words, leading to the emergence of authentic, self-recorded videos over highly polished content. Kennan also addressed the persistent challenge of balancing competing stakeholder needs while maintaining a resolute focus on the tangible impact on patients and providers. Finally, she reflected on her motivation for taking a bold step into thought leadership within emerging technologies at the intersection of healthcare, mental health, and scale.
Tune in and discover how compliant, human-centered marketing can foster trust and drive meaningful impact in healthcare!
Resources:
Follow and connect with Kennan O'Connell on LinkedIn.
Learn more about Canary Speech on LinkedIn and their website.
Email Kennan directly here.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. -
Engaging people in healthcare is not about impressions or technology alone, but about driving real behavioral impact through human-centered experiences.
In this episode, Chandra Osborn, Chief Experience Officer at AdhereHealth, explores how behavioral science drives more effective healthcare marketing, product design, and engagement strategies. She explains why being “uncomfortably specific” about desired behaviors leads to better outcomes and why empathy must come first, with data used to refine human insight. Chandra discusses the growing importance of trust, personalization, and understanding human journeys for patients, providers, partners, and employees alike. She also reflects on the evolving role of AI, emphasizing that meaningful engagement happens when technology is paired with behavioral insight and genuine human connection.
Tune in and discover how behavioral science, empathy, and AI work together to create healthcare experiences that people actually trust!
Resources:
Follow and connect with Chandra Osborn on LinkedIn.
Learn more about AdhereHealth on LinkedIn and their website.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. -
AI is reshaping healthcare marketing at a pace so rapid that traditional planning timelines no longer make sense, and the teams that adapt will lead the industry forward.
In this episode, Michelle Park, Global Head of Healthcare & Life Sciences Marketing for UST, explores how AI, agentic workflows, and evolving market expectations are reshaping the marketer’s role in healthcare. She notes that at HLTH 2025, AI emerged not as a passing trend but as the dominant force transforming production cycles, decision-making, and operating models. Michelle explains the rise of agentic AI and cross-functional copilots while addressing fears that AI will replace marketers, emphasizing instead that human-centered healthcare requires accuracy, nuance, and judgment that AI can only enhance. She also underscores the deep strategic rigor behind healthcare marketing and cautions against the growing flood of low-quality “AI slop” content.
Tune in and learn how AI, agentic workflows, and quality-driven marketing are redefining the future of healthcare communication.
Resources:
Follow and connect with Michelle Park on LinkedIn.
Learn more about UST on LinkedIn and their website.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. -
A defining insight from this conversation is that great healthcare marketing starts with purpose: every message must be true, and it must help.
In this episode, Kisme Williams, program director of the HLTH Foundation, discusses her transition into healthcare marketing, the universal power of storytelling, and why purpose-driven communication is essential for equity. She highlights the Foundation’s focus on inclusive healthcare and shares two major initiatives: Mentorship Changes Everything and All Better. Finally, Kisme also explains why 2026 will reward brands that use AI ethically and humanize digital experiences without losing empathy.
Tune in and learn how purposeful storytelling can shape a more equitable future!
Resources:
Follow and connect with Kisme Williams on LinkedIn.
Learn more about the HLTH Foundation on LinkedIn and their website.
Apply for the CSweetener program here.
Discover more about the Techquity initiative here.
Make a donation at the HLTH Foundation here.
Visit the Healthcare Marketing Executive website.
Explore the Outcomes Rocket website. - Laat meer zien
