Our Blog
Read our blog to gain insights into healthcare specific product marketing strategies and tactics.
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...
Think outside the Booth! Elevate Your Trade Show Marketing
Trade shows are crucial opportunities for healthcare IT businesses to showcase their products and services. These events generate sales leads through in-person interaction and nurture existing relationships. While traditionally viewed as “meet-and-greet” events, the...
Happy Customers Don’t Just Pay Their Bills! Unlock the Power of Customer Success in Healthcare IT
Many companies treat customer success as an afterthought. In healthcare IT, where ongoing customer support and relationship building are critical to future revenue creation, this mindset can be detrimental to long-term business success. After all, happy customers...
Google Is Not Your Customer! Importance of Messaging to Humans in the Healthcare IT Sphere
The healthcare marketing landscape has undergone a remarkable transformation in recent decades. Before, messages were meticulously crafted to appeal to specific target audiences. The message itself was the driving force. Then, marketers distributed the message through...