Our Blog
Read our blog to gain insights into healthcare specific product marketing strategies and tactics.
Avoid the Hype in a Hot Market and Turn Buzz Into Substance
When a market heats up, every company, from established giants to seed-stage startups, scrambles to take part. They see a trend, and they jump on it. For instance, the current frenzy surrounding Generative AI. Or, previous cycles of deconstructed PACS and Vendor...
Product Marketing as a (Strategic) Service: Powering the Healthcare IT Growth Engine
The leap from startup to scale-up is often defined by how well a company communicates its value. For leaders of these organizations, the pressure to maintain a steady pulse of market presence is relentless. You need to educate skeptical clinical buyers. Navigate...
Evolving Your GTM Strategy: Shifting from Channel to Direct Sales
The decision to leverage B2B channel partnerships often underpins the first stage of company growth. It provides a vital shortcut to market access, credibility, and sales infrastructure. Previously, we explored core considerations when choosing between a direct sales...
Generative AI in Healthcare Product Marketing: Benefits, Pitfalls, and Human Expertise
In this blog, we explore the valuable role generative AI can play in your product marketing efforts and highlight its inherent limitations, as well as the critical reasons why human expertise remains irreplaceable.
Beyond the Booth: Optimize Your Tradeshow Strategy for Maximum ROI
A successful tradeshow is a cornerstone of a diversified marketing strategy. It offers a unique opportunity to connect with prospects, partners, and customers face-to-face. Yet, these events represent a significant investment of time and money. To maximize your return...
Beyond the Inbox: How Direct Mail Cuts Through Digital Noise
In the complex and competitive healthcare IT landscape, digital noise and a flood of information threaten to drown out even the most innovative solutions. So, it's easy to fall into a product marketing trap: relying only on digital channels. We all know the playbook....
The Analyst Relations Advantage: Building Credibility and Awareness in Healthcare IT
In healthcare IT product marketing, significant emphasis is often placed on direct lead generation and internal sales enablement. But, there exists a powerful (yet underestimated) ally in building credibility and amplifying market awareness... engaging with market...
One Message, One Mission: Importance of Aligning Sales and Marketing
In healthcare IT buying cycles are long, budgets are tight, and customer needs are complex. In this world, sales and marketing alignment isn’t just a "best practice." It’s a strategic imperative. The digital transformation of marketing and the growing specialization...
From Feedback to Fuel: Making the Most of Your Advisory Board
Advisory boards can be a powerful resource for gathering real-world insights. They encompass individuals who can help shape the success of your healthcare IT company. Yet, the value you get from this group hinges on how engaged they are and how you use their input. ...
Webinars That Work: Strategies to Maximize Audience Engagement and Sales Success
Webinars have been around for a long time. But, they have recently experienced a major resurgence in popularity. And, for good reason! According to Zoom’s 2024 webinar statistics, 89% of marketers say webinars outperform other channels in generating qualified leads....
Press Releases that Work: Reaching the Right Audience, the Right Way
Press releases are essential for generating excitement and awareness around your company’s most significant accomplishments and milestones. Whether you’re announcing a major product launch, securing new investors, or announcing a significant sale or installation, a...
From Chaos to Clarity: Strengthen Verbal Communication to Drive Commercial Success
Every interaction—internal or external—impacts the trajectory of a company. Yet, many startup and early-stage companies underestimate the importance of effective verbal communication. When communication breaks down, the company suffers. Misaligned teams, lost...