Our Blog
Read our blog to gain insights into healthcare specific product marketing strategies and tactics.
Storytelling in HealthTech Marketing – The Power of Bylined Articles and Earned Content
Healthcare IT is a highly competitive industry. Young companies are continually seeking innovative ways to connect with their target audience and establish credibility. One effective yet often underutilized strategy is leveraging bylined articles and earned content....
Sales Enablement in Healthcare IT: Equipping Teams for Success
Sales enablement plays a pivotal role in healthcare IT. It serves as the bridge between marketing and sales to equip teams with the tools, training, and resources they need to be successful. Beyond promotional campaigns and lead generation, sales enablement aligns...
Take The Lead: Strategies for Capturing Trade Show Success
Trade shows are valuable opportunities for healthcare IT companies to showcase their products. They are also great venues to network with industry professionals and capture leads. Lead capture strategies uplevel success at trade show events, offering opportunities to...
Step-Up Your Commercialization Strategy: Maximize the Value of Your Product Marketing Consultant
As a leader of an innovative health tech company, you might often juggle many priorities. For example, product development, funding, sales, customer success, and business strategy. Amid these responsibilities, product marketing may not receive the attention it...
Beware the Buzz: Tricks and Treats of Marketing Buzzwords in Healthcare IT
When competing for the attention of busy clinicians or healthcare executives, the allure of using the latest buzzwords is hard to resist. Acronyms and words like “AI,” “NLP,” and “cloud-native” often seem like magic spells. They enchant potential customers and open...
Past the Keyword: Understanding Paid Search in Healthcare IT Marketing
For leaders of start-up and scale-up companies, understanding how to leverage paid search can be the key to unlocking growth. Yet, paid search in the healthcare IT industry isn’t your typical marketing play. It’s a nuanced, specialized field that requires a deep...
Unlocking the Power of Customer Case Studies and White Papers in Healthcare IT Marketing
Creating compelling content for your marketing strategy often feels like a balancing act. Founders and leaders of healthcare IT companies are often confused about when to leverage a compelling customer success story and the broader educational approach of white...
Achieving Balance: Mastering the Art of Strategic Messaging in Healthcare IT
Creating effective marketing messaging can often feel like a balancing act. Too often, product marketers find themselves caught between two pulls: broader strokes of creative branding, and granular details of product management and their feature/function mindset ...
Give and Ye Shall Receive: Why Information Sharing is Critical When Hiring a Healthcare IT Product Marketing Consultant
There’s a popular adage in the complex world of healthcare IT product marketing consulting: Give, and ye shall receive. Success hinges on the depth of information shared. Consultants can only be as effective as the insights they're privy to. The more embedded they are...
Funneling Success in Healthcare IT: Collaborative Role of Sales and Marketing in Lead Generation
Lead generation is often attributed to marketing. When thinking about the sales funnel, the reality is far more nuanced. Marketing is often perceived as the catalyst for generating leads. Yet, it's crucial to view marketing as a strategic partner in the lead...
Elevate your Healthcare IT Marketing: Clinical Expertise as a Competitive Differentiator
It seems like every day there’s a new marketing technology or service. Companies promise superior awareness, higher engagement, and tons of new leads. It's easy to get swept away by the allure of these new, shiny marketing tools. Don’t be fooled! When it comes to...
Don’t Be Shallow! Healthcare IT Thought Leadership Requires Depth
Not all thought leadership content is (or should be) equal. Thought leadership content must possess a level of depth appropriate to the expertise, concerns, and questions of your primary buyer personas. Tailoring your content to specific personas and audiences is...