Episodes
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In this episode of The HealthTech Marketing Show, we dive into programmatic advertising in healthcare marketing with Scott Stedman, founder of the B2B agency Imaginarium, and Paul Vandre, Account Director at HealthLaunchpad.
Dive is the operative word, as many marketers think programmatic is a sewer. But, used the right way, it can be a very effective tool for B2B marketers.
We explore how programmatic advertising, once primarily used in B2C, has increasingly become relevant for B2B healthcare due to advancements in account-based marketing (ABM) platforms.
Scott and Paul discuss how programmatic technology allows for precise, cost-effective targeting, not only on traditional digital ads but also across streaming platforms and even physical locations. They highlight the efficiency in reaching target accounts, managing complex buyer cycles, and tailoring ad content through the different stages of a healthcare buyer’s journey—from building awareness to nurturing leads and closing deals.
They also share insights on tech stacks, data privacy, omnichannel campaigns, and measuring effectiveness in a landscape of long sales cycles and multiple touchpoints.
Key Topics:
[2:37] Introduction to Programmatic Advertising
[5:30] Programmatic Advertising in Healthcare
[7:32] Using programmatic in sales pipeline growth
[12:10] Strategies for guiding prospects through the buyer journey
[19:37] Key technologies and tools for programmatic advertising
[26:32] Measuring the success of programmatic efforts at the account level
[32:20] The future of programmatic advertising and data privacy
If you found this episode valuable, please share it with others in your network who might benefit from it! You can connect with me on LinkedIn or email me at [email protected]
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In this episode of The HealthTech Marketing Show, I will detail my personal LinkedIn routine, which has been instrumental in the success of my marketing consultancy. Learn how I leverage LinkedIn as a core marketing tool to grow my personal and company brand, attract prospective clients, and maintain meaningful connections within the health tech industry.
This systematic approach to LinkedIn includes daily posts, consistent networking, and using Sales Navigator for targeted outreach. I also discuss the importance of creating valuable, thought-provoking content while avoiding aggressive sales tactics. This routine has helped quadruple my LinkedIn connections to over 12,000, significantly contributing to Health Launchpad’s business growth.
Key Topics:
[1:20] Intro to using LinkedIn to grow a network and drive business success
[7:34] Building a targeted network using Sales Navigator
[11:10] Avoiding the "connect and pitch" approach and nurturing trust within your network
[12:11] Daily posting routine and the importance of long-term relationship building
[16:50] The balance between personal posts, business content, and thought leadership
[17:51] Using LinkedIn newsletters
[19:36] Using company pages for additional content distribution
[22:06] The results and how LinkedIn has contributed to Health Launchpad’s 10X business growth
[26:54] People I follow that you should too
[27:51] Actionable advice and next steps
You can connect with me on LinkedIn or email me at [email protected]
People I follow that you should too:
Adam Franklin
Tim Hughes
Richard Van Der Blom
Previous episode with Adam Franklin: Transforming Your Organization for Social Selling
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Missing episodes?
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In this episode of The HealthTech Marketing Show, 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.
As healthcare marketers face increasing pressure to prove the value of their efforts, Adam, Mark and Gretchen discuss the shift from traditional lead-based metrics to a more account-based, opportunity-driven approach. They also explore how data analytics and AI are reshaping the landscape.
Key Topics:
[5:15]How marketing measurement has shifted dramatically due to AI and advanced data analytics, changing how marketers track and optimize demand generation.
[11:04] Aligning Sales and Marketing through ABM
[13:58] Practical advice on implementing ABM. How tools like Demandbase and 6sense help marketers analyze the full buyer journey and optimize account engagement.
[23:16] The limitations of traditional attribution models and how healthcare marketers can effectively measure marketing activities' impact, especially in long sales cycles.
[31:10] How to report the impact of marketing to the C-suite, including focusing on pipeline velocity, conversion rates, and customer lifetime value (CLV).
[36:24] 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!
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Adam Turinas sits 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.
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 accessibilityThey 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:
Utilizing artifacts and design systems for scalable branding Balancing aesthetics with performance in website design Adapting B2B marketing strategies for healthcare audiences Embracing brand identity across all customer touchpoints -
In this episode of The Healthtech Marketing Show, host Adam Turinas welcomes Mark Erwich, Principal and Chief Strategy Officer at Health Launchpad, to discuss pipeline acceleration in healthcare technology marketing.
With over 20 years of experience in healthcare technology marketing, 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 its extended sales processes, with average cycles lasting 13+ months and some stretching to 24 months. This puts immense pressure on marketing and sales teams to find ways to accelerate the pipeline and close deals faster. Adam and Mark review strategies and tactics that can help healthtech companies improve their sales velocity.
Throughout the conversation, they explore the relationship between marketing and sales in the context of pipeline acceleration. They discuss how marketing can effectively support sales efforts, expand engagement with buying groups, and re-energize stalled deals. The episode also touches on the importance of understanding and addressing the unique economic pressures and competing priorities healthcare organizations face.
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 opportunitiesWhether you're a marketing professional, sales leader, or executive in the healthcare technology space, this episode offers valuable insights and actionable strategies to help you navigate the complex landscape of healthtech sales and marketing.
Find more Healthtech Marketing Show content here.Articles, reports, videos, podcasts and more to help you gain new skills, ideas and insights in Healthtech Marketing.
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Adam Turinas sits down with B2B marketing experts Kerry Cunningham and Health Launchpad principal Mark Erwich to explore the evolving complexities of engaging buying groups and navigating the modern B2B buyer's journey.
Kerry shares groundbreaking insights from recent research, challenging traditional marketing models and offering a fresh perspective on engaging potential customers.
They discuss why buyers initiate contact with sellers, the shift from lead-based marketing to focusing on active buying groups, and how to successfully engage multiple stakeholders within target accounts.
In this episode, you will learn:
The "70% Rule": Discover why buyers typically initiate first contact with sellers when they're 70% through their buying journey and how this impacts your marketing strategy. Buying Group Dynamics: Learn about the average size of B2B buying groups (about 10 stakeholders) and strategies for engaging multiple decision-makers within an organization. Quality Over Quantity: Understand why focusing on quality engagements is more effective than pursuing a high volume of leads, and how to measure meaningful interactions. Leveraging Anonymous Data: Gain insights into how to use anonymous website traffic and third-party intent data to identify and engage with in-market accounts. Rethinking Metrics: Learn why traditional lead conversion rates can be misleading in modern B2B marketing, and discover new, more relevant ways to measure marketing effectiveness. Content Strategy Evolution: Explore the changing role of gated content in B2B marketing and strategies for balancing lead capture with content accessibility to build trust early in the buyer's journey. -
How can marketers leverage the latest AI developments, tools, and strategies to reshape their approach to healthtech marketing? AI expert Casey Meehan offers practical advice on continuously pushing the boundaries of AI tool capabilities while maintaining the human touch in marketing efforts.
Episode Highlights:
Casey introduces his IPO (Input, Process, Output) framework The 90-day sprint approach to adopt AI effectively. Insights into cutting-edge tools like Notebook LM and Claude 3.5 Sonnet Is AI-generated content harming SEO and website traffic? Strategies for maintaining visibility in an increasingly AI-dominated search landscape Best practices for balancing AI usage with human input in content creation the growing importance of AI-powered search tools like Perplexity and strategies for making content citable by these new platforms. Tips for leveraging AI in personal projects to build skills applicable to workHealth Launchpad has covered this topic extensively. Check out the AI Resource Center.
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Learn the best practices, tips, and tricks for mastering the complexities of product marketing. I am joined by Michael Gemmati, who shares real-world examples from his extensive career and offers listeners actionable tips to apply to their product marketing efforts. Listen now to raise your product marketing game and drive better organizational results!
Michael Gemmati is all in on product marketing. As Head of Marketing and Portfolio Strategy at Health Recovery Solutions, he shapes the company's product marketing strategy and has all of his marketing responsibilities.
Michael shares his unusual journey to becoming a product marketing expert. He explains why product marketing is a critical function in any health tech organization and how it serves as the bridge between technical development and customer communication. He emphasizes the importance of being deeply customer-centric.
In this episode, you will learn
The definition and scope of product marketing in health tech Essential skills and responsibilities of an effective product marketer Strategies for mapping and understanding the customer journey Techniques for gathering and leveraging customer insights The evolving landscape of product marketing, including challenges with SaaS and AI solutions The importance of cross-functional collaboration in product marketing Practical advice for organizations looking to enhance their product marketing capabilitiesHope you love it!
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B2B2C is the increasingly prevalent hybrid approach to marketing. It involves selling to businesses, which then market to their own customer base.
Bonni DeWoskin is a fractional CMO specializing in health and age tech. She shares her deep experience of B2B2C and how to do it well.
In this episode, you will learn:
The definition and importance of B2B2C marketing in health tech Strategies for balancing B2B and B2C How to view the customer journey holistically Tips for leveraging B2B partners as channels to reach end consumers Budgeting considerations for B2B2C marketing Technology considerations, including HIPAA compliance Best practices for creating detailed customer journey maps The importance of tailoring messaging for both B2B and B2C audiencesI learned a lot. I think you will, too.
Peace
Adam
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Rural Health is a low priority for most healthtech firms. You may be missing a golden opportunity! In this episode, I am joined by Karsten Russell-Wood, the Chief Marketing and Experience Officer of Equum Medical, to examine rural healthcare in depth. Karsten sheds light on rural health's unique challenges and opportunities, particularly for telehealth and digital health solutions.
With 15% of the US population residing in rural areas but less than 10% of providers serving these communities, the need for innovative solutions is painfully acute. Karsten explains how telehealth is bridging this gap, bringing specialist care to critical access hospitals and helping to stem the tide of patient outmigration.
Marketing to this audience requires a different approach emphasizing personal relationships, community engagement, and understanding local needs. Karsten shares insights on effective channels for reaching rural healthcare decision-makers, including targeted events and, surprisingly, Facebook.
This episode also touches on the broader impact of rural hospitals on their communities, highlighting how these institutions are often cornerstones of local economies and social structures. Learn about the financial challenges facing rural hospitals and how collaborative purchasing groups are helping to level the playing field.
Episode Highlights:
The scale and importance of rural healthcare in the US, including statistics on the population served and the number of critical access hospitals. How telehealth and digital health solutions are addressing unique challenges in rural healthcare, such as specialist shortages and geographical isolation. Effective marketing strategies for reaching rural healthcare decision-makers, including the surprising effectiveness of Facebook for community engagement. The critical role rural hospitals play in their communities, both as healthcare providers and economic anchors. The value of personal relationships and community engagement in marketing to rural healthcare organizations. How collaborative purchasing groups are helping rural hospitals overcome financial challenges and gain better access to resources. The importance of providing education and marketing support to rural hospitals implementing new telehealth services. -
Yup. It's happening. AI is hurting the effectiveness of many people's SEO strategies. In this eye-opening episode, host Adam Turinas is joined by SEO experts Karen Finn and Danny Goodwin to take a hard look at the impact of AI on Search.
Danny is the Managing Editor of Search Engine Land & SMX, and Karen is Health Launchpad's SEO lead.
Adam, Danny, and Karen explore how artificial intelligence reshapes the search landscape and what it means for healthcare technology marketers.
Traditional SEO tactics are feeling the pain as Google rolls out its Search Generative Experience (SGE) and AI-powered overviews. There are some startling insights about declining organic traffic and the shrinking real estate for non-paid search results.
In this episode you will learn:
The latest developments in AI-driven search and their impact on SEO How Google's SGE is changing the game for content creators and marketers Strategies for maintaining visibility in an increasingly AI-dominated search landscape The growing importance of quality content and user experience Tips for diversifying traffic sources beyond organic searchYou can read a deep-dive, article about this here.
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In this episode of the Health Tech Marketing Show, Adam is joined by Mark Erwich, a super-experienced healthcare technology marketer, to discuss the importance of customer marketing and how to implement it in your organization effectively.
Given how hard it is to win new customers, keeping and growing your current customers is even more important. t is much easier and more cost-effective to retain and grow current relationships than to acquire new ones.
As Mark points out more businesses have shifted towards subscription-based models putting more emphasis on increasing Annual Recurring Revenue (ARR)
Mark reviews several strategies for creating customer advocates. This includes celebrating customer success through case studies, testimonials, and references.
The next level in customer marketing is to implement customer champion programs where customers are involved in press stories, webinars, and events. Social media is used to amplify this.
Mark also stressed that thought leadership content is key to keeping top of mind with champion customers.
advancedIn more advanced programs, customers are involved in product development through Customer Advisory Boards.
We discussed how to manage negative feedback and churn risk. Close collaboration between marketing and customer success teams is critical in addressing concerns promptly and effectively.
Lastly, we discussed measuring the impact of customer marketing efforts by tracking retention rates, customer participation, and the influence of advocacy on new business acquisition.
Key takeaways from this episode include:
The growing importance of customer marketing in the subscription-based economy Strategies for creating customer advocates through celebration, education, and engagement The need for collaboration between marketing and customer success teams to manage churn risk The significance of measuring the impact of customer marketing efforts on retention and growth Best practices for implementing a successful customer marketing program aligned with business objectivesYou can learn more about how to implement customer marketing in this post.
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In this episode of the Healthtech Marketing Show, Adam Turinas and Mike Campana, a long-time healthcare IT marketing executive, discuss buyer journey mapping.
In Mike’s view, the traditional marketing funnel is flawed. Buyer journey mapping is a better way to understand buyer behavior and develop a plan to engage buyers throughout their journey.
Mike walks through the five key stages of the buyer journey:
Horizon Scanner Explorer Hunter Active Buyer ClientHe describes the buyer’s objectives, information needs, and which marketing tactics to use at each stage. He has developed his framework for persona mapping. This is important in aligning sales and marketing around the buyer journey.
Mike describes best practices for marketers looking to get started with buyer journeys, how to create effective ones, and put them to work.
He emphasizes the importance of involving sales, identifying content gaps, and making the buyer journey iterative.
You will learn:
Why buyer journey mapping is a must-have for B2Bmarketers The 5 key stages of the buyer journey and how toengage buyers at each stage Frameworks and processes for effective personamapping The KPIs and metrics to track across the buyerjourney How to align sales and marketing around thebuyer journey Practical tips to get started and avoid commonpitfalls with buyer journey mappingRead the Q&A with Mike here.
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In the final session of the Healthtech Marketing Summit, Casey Meehan, AI and Marketing specialist and long-time partner of Health Launchpad, took the stage to share his insights on how to harness the power of AI to transform your marketing efforts.
Casey has a decade of experience running a content marketing agency and a passion for AI that dates back to 2018. Casey has become an expert in integrating AI into various aspects of marketing, from content creation to campaign optimization and decision-making processes.
Casey's expertise in AI has been instrumental in reshaping how Health Launchpad approaches day-to-day work, boosting productivity. He has also helped developed some unique ways to leverage AI in our ABM practice.
In this session, Casey will guide you through a range of AI applications in marketing, from basic use cases to more advanced techniques. He emphasizes the importance of gathering and organizing source material, drafting, and editing when working with AI tools to ensure the best results. Casey also shares his insights on the most effective AI models for various marketing tasks, such as Google's Gemini for general use, Anthropic's Claude 3 for writing, and Perplexity AI for research and fact-checking.
1. A three-step framework for working with AI: gathering source material, drafting, and editing.
2. How to use AI to generate more effective email responses, saving time and effort.
3. Techniques for creating engaging social media content using AI, including generating buzzwords, trending topics, and novel connections.
4. Best practices for editing AI-generated content, from fact-checking and reducing hallucinations to improving clarity and grammar.
5. Strategies for repurposing AI-generated content across various formats, such as podcast outlines, video scripts, and newsletters.
6. An introduction to AI agents and their potential applications in marketing workflows.
7. How to integrate AI into marketing workflows using tools like Zapier, with a practical example of automating email responses.
8. The importance of continuously updating and organizing source material to improve AI-generated content over time.Casey's session will provide you with a comprehensive understanding of how AI can be leveraged to enhance marketing efforts, boost productivity, and drive better results. By following his practical tips and strategies, marketers can start integrating AI into their workflows and unlock new opportunities for growth and success.
Check out more posts like this in the Health Tech MarketingLearning Center . Sign-up to our weekly podcast. Follow me or connect with me on LinkedIn. I publish videos and articles on ABM and health tech marketing. Buy Total Customer Growth: Our book on how to win and grow customers for life with ABM and ABX. Work with me directly. Let’s book a growth session and we can explore ways you can improve your marketing using the latest techniques in account-based marketing. -
How do you build a go-to-market (GTM) engine that operates beyond expectations? In this episode of The Healthtech Marketing Show, we explore strategies and best practices for achieving GTM success in healthcare technology.
A panel of experts, including Bob Blount, Principal at Health Launchpad; Bob Abrahamson, Chief Marketing Officer at pCare; Cathy Finley, Senior Vice President of Marketing and product Management at Dr. Evidence; and Ben Person, CEO of Tenon, unpacked the essential components of an effective GTM strategy.
This is part 4 of 5 sessions from our recent Healthtech Marketing Summit held on April 29th. Find more of the summit here.
Find more Healthtech Marketing Show content here.
Articles, reports, videos, podcasts, and more to help you gain new skills, ideas, and insights in Healthtech Marketing.
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Ben Person, CEO of Tenon, and Kelly McDermott, CMO of Caregility, discuss how Account-Based Marketing (ABM) can be a game-changer in aligning sales and marketing efforts, personalizing outreach, and ultimately shortening sales cycles and driving revenue growth.
Hear real-world examples, practical advice, and actionable tips for implementing a successful ABM to drive complex B2B sales in the healthcare technology sector.
This episode is one of our sessions from the Healthtech Marketing Summit. Find more content from the summit here.
Find more Healthtech Marketing Show content here.
Articles, reports, videos, podcasts, and more to help you gain new skills, ideas and insights in healthtech marketing.
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In this episode we bring together a panel of marketing executives from leading healthtech companies to share their insights on the evolving state of branding in the industry.
Moderated by Matthew Piette, former head of brand marketing at Philips Healthcare and Exact Sciences Corporation, the discussion features Karsten Russell-Wood (CMO, Equuum Medical), Trina Claggett (VP of Marketing, SpinSci), Justin Metz (Content Lead, healthlaunchpad), and Patty Enrado (Sr. Director of Client Content, HIMSS Media).
The panelists delve into building brand, reputation, and authority in the increasingly complex healthtech landscape. They explore strategies for developing thought leadership, creating authentic content, leveraging corporate citizenship initiatives, and cultivating diverse, authentic spokespeople. The discussion also covers crafting compelling brand narratives, ensuring consistency in messaging, and forming strategic partnerships to demonstrate value and credibility.
Key topics addressed in this episode include:
Developing robust thought leadership strategies Creating authentic and meaningful content Leveraging corporate citizenship and employee advocacy Identifying and cultivating authentic spokespeople Crafting compelling brand narratives Ensuring consistency and clarity in brand messaging Forming strategic partnerships and collaborations Measuring brand authority through engagement and retention metrics Adapting to the evolving buyer's journey Being bold, interesting, and genuine in brand storytellingThroughout the conversation, the panelists share their experiences, best practices, and actionable recommendations for healthtech marketers looking to build authentic, purpose-driven brands that resonate with their target audiences in today's dynamic market.
View the in-depth article and the webinar recording
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In this replay of the first session from the Healthtech Marketing Summit, we dive into the evolution of demand generation in the healthtech industry. The session is moderated by Adam Turinas, CEO and founder of healthlaunchpad, a healthtech marketing agency. Adam is joined by an expert panel featuring Matt Carollo (HIMSS), Hannah Drake (healthlaunchpad), Lucy Railton (Drummond Group), and Adam Rosenberg (RX Lighting).
The discussion covers:
Insights from a recent HIMSS survey on the healthcare IT buyer journey, including the complexity of the buyer collective, lengthening buying cycles, and the importance of proven success and interoperability Perspectives on the challenges of balancing freely sharing information vs. gated content to generate leads The effectiveness of trade shows, webinars, events, intent data, and referral marketing in driving demand The diminishing returns of tactics like Google ads and the need to provide real value in content marketing Using a mix of first-party, second-party, and third-party intent data to identify in-market accounts and individuals Shifting from measuring leads to measuring revenue influence and partnering closely between marketing and sales The importance of investing in brand awareness as part of an overall account-based marketing approachThroughout the session, the panelists share candid insights and tips based on their experiences across a range of healthtech organizations. The conversation sets the stage for a deeper dive into account-based marketing in a later session.
View the webinar
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In this episode I sat down with Bobby Guelich, Co-Founder and CEO of Elion Health (https://elion.health/), to explore the evolving world of comparison websites in the healthcare technology industry.
As the health tech landscape grows increasingly complex, comparison sites have emerged as valuable resources for buyers to navigate their options and for vendors to showcase their solutions.
But beyond just facilitating matches, these platforms also generate a wealth of valuable data on buyer behavior and intent.
In this conversation, you'll learn:
- How comparison websites like KLAS, Gartner, G2, Capterra, and Elion Health are helping healthcare organizations make sense of the crowded health tech vendor landscape
- The differences between first-party, second-party, and third-party intent data and why comparison sites offer particularly valuable signals for health tech marketers
- How to leverage comparison site data to identify in-market accounts, trigger targeted campaigns, inform content strategy, and enable sales-marketing alignment
- Strategies for proactively engaging with comparison websites to boost your visibility and drive conversions
- The future of healthcare comparison websites and how they will continue to shape the industry
Whether you're a health tech marketer looking to gain an edge or a healthcare leader seeking to stay on top of the latest innovations, this episode offers valuable insights into an important trend shaping the industry. Tune in to learn how you can tap into the power of comparison websites and intent data to connect with buyers and drive growth.
You can reach Bobby at [email protected] -
In this episode of the Health Tech Marketing Show, Adam Turinas, CEO of healthlaunchpad, sits down with two industry experts to discuss the latest best practices in using AI for content creation. Casey Meehan, founder of Blazing Zebra, and Lucy Railton, VP of Marketing for the Drummond Group, share their insights and experiences on leveraging AI throughout the content creation process effectively.
Casey and Lucy review how they approach content creation, from developing buyer-based strategies to ideation, drafting, editing, and creating publication-ready content. They also discuss the pros and cons of various AI tools and provide actionable tips for marketers looking to integrate AI into their content marketing strategies.
In this episode, you'll learn:
How to use AI to develop comprehensive buyer personas and guide your content strategy Techniques for using AI to generate novel content ideas and angles Best practices for creating high-quality first drafts with AI assistance Strategies for editing and refining AI-generated content to ensure accuracy and brand alignment Tips for enhancing your content with AI-generated visuals and fact-checking The pros and cons of popular AI tools like ChatGPT, Jasper, and Claude 10 actionable steps you can take today to start leveraging AI in your content creation processWhether you're new to AI or looking to optimize your existing AI-powered content workflows, this episode is packed with valuable insights and practical advice from industry leaders.
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