The Healthtech Marketing Network is the place for senior healthtech marketing professionals to connect with peers, learn from each other and grow their careers. Currently this is a group of more than 100+ healthtech CMOs and VPs of marketing. Members include senior executives from organizations like Premier Inc, InterSystems, Get Well, CTG, Caregiliy, and many venture-backed firms. Membership is free but this exclusively by invite only for healthtech CMOs, Directors and VPs of marketing It is an opportunity to have an open discussion in a private and intimate setting.
External link for The Healthtech Marketing Network
Austin, Texas, US
So great to see the community getting together IRL. Thank you Stacy Malyil Sand for making this happen.
Great evening convening the Philly crew of the The Healthtech Marketing Network ! Fun to catch up with marketing leaders and talking all things brand, demand, and of course, Philly sports 🦅 Thank you Michael Passanante, FACHE Bob Abrahamson and Michael Campana and hoping our fearless leader Adam Turinas can join next time!
We took a look back at the surveys from this year. They tell an interesting story about the challenges the community faces.
How do you benchmark against some of the top trends in HIT Marketing? In this week's episode of the Healthtech Marketing Podcast, Mark Erwich and I review the key trends and insights from 2024. This provides a retrospective of 2024's key marketing trends that will help you see how your marketing operations compare against industry trends. In seven charts, we review key issues that are based on multiple surveys conducted within The Healthtech Marketing Network , a 200-member community of senior marketing leaders. Key Topics Covered: 👉 Selling Marketing’s Value to the C-Suite 👉 Demonstrating ROI to Stakeholders Navigating Budget Cuts 👉 Improving Measurement for 2025 👉 AI in Marketing 👉 Marketing Technology Stack Priorities 👉 Adopting ABM in HealthTech Check it out!
Do join us. Mark is so smart and you will walk away with actionable ideas for your 2025 strategy
The healthcare technology buying process has evolved. Today’s buyers operate in larger committees, with longer sales cycles and invisible research phases dominating the early journey. How can your marketing adapt to this new reality? In this session led by healthcare IT marketing veteran Mark Erwich, you will gain: 1. Insights into the modern buying landscape. 2. A framework for balancing brand-building and demand generation. 3. Guidance on adopting account-based measurement and metrics.
It's been one of the top topics across the HMN community for several years
If you feel like selling technology and services is getting harder, you're not alone. The healthcare technology buyer journey is changing. And not in a good way. Over the last year, we have covered this issue multiple times in the Healthtech Marketing Show. In the latest episode of podcast, we provide the "Best of Bits" about the Healthtech Buyer Journey. In this episode, we cover: - How the size and complexity of healthcare IT buying groups has changed - How the sales cycle has lengthened - The process the modern buying group goes through - How they research and what content they want from you as a marketer - Six strategies to consider in 2025 to adapt to these changes The article below summarizes all this and provides a strategic action plan. Enjoy! #healthtech #buyerjourney #B2BMarketing #ABM #healthtechmarketing
The latest episode has dropped
The latest episode of The HealthTech Marketing Show is live. We go deep on marketing measurement and attribution with guests Gretchen Hoffman, B2B SaaS Marketing Leader, and Mark Erwich, Chief Strategy Officer for Health Launchpad. This episode covers the shift from traditional lead-based metrics to a more account-based, opportunity-driven approach. We also explore how data analytics and AI are reshaping the landscape. Topics: 👉 How marketing measurement has shifted dramatically due to AI and advanced data analytics, changing how marketers track and optimize demand generation. 👉 Aligning Sales and Marketing through ABM 👉 Practical advice on implementing ABM. How tools like Demandbase and 6sense help marketers analyze the full buyer journey and optimize account engagement. 👉 The limitations of traditional attribution models and how healthcare marketers can effectively measure marketing activities' impact, especially in long sales cycles. 👉 How to report the impact of marketing to the C-suite, including focusing on pipeline velocity, conversion rates, and customer lifetime value (CLV). 👉 Actionable advice on adopting AI, ABM, and better reporting strategies. If you found this episode valuable, please share it with others in your network who might benefit from it! You can listen through the link in the comments below ⬇
Some useful data. Budget benchmarks have always been a popular topic. In this post we share perspectives on acquisition costs.
How much does it cost to acquire a new healthcare customer? About $2 for every $1 in revenue. So, if you have a net new revenue goal of $10 million, you need $20 million in sales and marketing costs, all in. Yeah, I know; your CFO will think this is insane, but bear with me here. I recently read a fantastic article by Carilu Dietrich on CAC Ratios. CAC ratios compare the cost of acquiring new customers to the revenue they represent for you. In the post, she reviews a conversation with Ray Rike, the SaaS benchmarking guru, on acquisition costs and why this may be a better way to set marketing budgets. The diagram explains how to calculate CAC Ratios. Although the data is based on SaaS firms across many industries, we believe the net new revenue CAC Ratio proxy for healthcare technology firms is 1.94. That means that for every $1 in net new revenue, you will need to budget $1.94 in sales and marketing costs. In this week's blog post, my colleague, master marketing scientist Mark Erwich, and I explain this and how to use it in detail and hopefully in a very actionable way. In this post, you will learn: 1️⃣ A fresh approach to setting marketing budgets using Customer Acquisition Cost (CAC) ratios 2️⃣ How CAC ratios compare to traditional revenue-based budget benchmarks 3️⃣ The importance and relevance of CAC ratios in healthcare technology marketing 4️⃣ A practical formula for calculating marketing budgets based on CAC ratios 5️⃣ How to adjust budgets for long sales cycles common in healthcare tech 6️⃣ Tips for applying CAC ratio budgeting in your organization LINK TO POST IN THE COMMENTS ⬇ I am curious. Do you think CAC ratios make sense, in healthtech or do you think this is BS? #healthtech #b2bmarketing #budgets #CACRatios #GTM
The latest episode dropped!
In the latest episode of the Healthtech Marketing Show I sat down with Mike Cuesta and Juan Molina from Atomic Health to explore user experience, website design, and digital brand building in healthcare. As partners at Atomic Health, an experience design agency specializing in healthtech, digital health, and life sciences, Mike and Juan bring over 15 years of insider knowledge to the conversation. In this episode they share insights on: 👉 The unique challenges of healthcare UX design and branding 👉 Balancing data-driven decision-making with creative intuition 👉 Strategies for designing effective homepages and user journeys 👉 The importance of progressive disclosure in website design 👉 Techniques for crafting compelling brand identities in healthcare 👉 Best practices for validating designs and ensuring accessibility They discuss the intricacies of creating digital experiences that resonate with multiple healthcare personas, from clinicians and administrators to patients and caregivers. Mike and Juan emphasize the importance of understanding the healthcare ecosystem and leveraging design as a "superpower" to set companies apart in the market. In this episode, you will learn: 1️⃣ Utilizing artifacts and design systems for scalable branding 2️⃣ Balancing aesthetics with performance in website design 3️⃣ Adapting B2B marketing strategies for healthcare audiences 4️⃣ Embracing brand identity across all customer touchpoints Link to episode in comments below
This latest episode provides actionable ideas that address the universal problem in selling to healthcare, long sales cycles and stalled deals.
How do you accelerate your sales pipeline so deals close faster and stalled deals get unstuck? In the latest episode of The Healthtech Marketing Show, Mark Erwich and I discuss pipeline acceleration. ( Mark brings a wealth of knowledge to address one of the industry's toughest challenges: long sales cycles.) The healthcare technology sector is notorious for sales cycles lasting 13+ months and some stretching to 24 months. This puts pressure on marketing and sales teams to find ways to accelerate the pipeline and close deals faster. What you'll learn in this episode: 👉 The definition of pipeline acceleration and sales velocity, and why these metrics are crucial for healthtech companies 👉 How marketing can contribute to improving sales velocity and overall pipeline acceleration 👉 Strategies for expanding engagement with buying groups within target accounts 👉 Techniques for balancing top-of-funnel lead generation with acceleration of existing opportunities 👉 Approaches to handling stalled deals and re-engaging dormant accounts 👉 The power of personalization and account-specific marketing tactics in pipeline acceleration 👉 How to leverage intent data to inform and enhance pipeline acceleration efforts 👉 Methods for de-risking decisions for prospects to overcome their fear of messing up (FOMU) 👉 Insights into addressing the economic pressures and competing priorities faced by healthcare organizations 👉 Ways marketing can provide valuable insights to help sales teams prioritize the most promising opportunities Link to the episode in the comments
The latest Healthtech Marketing Show episode has dropped. If you are interested in how buyers buy and the implications for marketing, you will LOVE this.
"When you have that first interaction with a seller, was that first interaction with the ultimate winner of the business? ... 84% of the time, that first conversation is with the ultimate winner." This quote by Kerry Cunningham from 6sense in our latest episode of the Healthtech Marketing Show blows my mind. 🤯 And it's worse than you think. Sales cycles are 13+ months in sales cycles, and buyers won't interact until they are 70% of the way through their process. This means that for 9 months, the buyers are doing their research and deciding what they are going to buy before they speak with anyone at the company. There is only one obvious conclusion from this: >>>>>MARKETING MATTERS<<<<< In fact, it matters at least as much (or maybe more) than sales. I need to scream this from the mountaintop, especially right now, as there seem to be a lot of cutbacks and layoffs in health tech marketing. If your company is cutting back on marketing, it opens the door for your competitors to be the first company the buyer calls and selects 84% of the time. #b2bmarketing #abm #buyerjourney #healthtech #podcast
Check out the survey conducted with HMN members on AI usage and this helpful How to on using new tools like NotebookLM
Where are healthtech marketers in adopting AI? We recently gathered over twenty healthtech marketing leaders to discuss how they were using AI. We also discussed frameworks for implementing AI and the opportunities and challenges presented by these emerging technologies. And our AI expert Casey Meehan provided incredibly useful how to's on the use of: 🔎 Perplexity.ai for research 💡 Notebook.LM for organizing and processing data ✍ Claude.ai 3.5 for creating great content Lastly, we had a great discussion about a zillion other tools, including tools for video production. What are your favorite A tools?