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Studio CMO: Marketing HealthTech
30 minutes | Oct 8, 2021
062 | Integrating B2B and B2C Marketing under Your HealthTech Roof | Jackie Vinyard | Debbie Fimple | Priya Kindara | Studio CMO
More and more HealthTech companies must support both B2B and B2C marketing efforts to meet the needs of their end customers. Companies must sway the minds and habits of medical professionals. Sometimes, the most efficient way to do so is to educate the patients so they, in turn, pique the curiosity of the doctors. At other times, both doctors and patients must be exposed to new research and solutions. Addressing both is the most expeditious way to succeed. To view a transcript of this episode, click here. About Our Guests Jackie Vinyard joined Kindara, the parent company of Priya, after hearing the CEO speak at an event. Her passion for working with those struggling with infertility lights up the room wherever she is. She has invested her career in fitness and women’s health at companies like Telespine before joining Kindara. She runs the B2C marketing efforts. Debbie Fimple runs marketing on Priya’s B2B side. She is an in-demand communicator with experience in B2B and B2C marketing in professional services, healthcare, and public sector industries including a stint at the Colorado Department of Healthcare Policy. Resources Mentioned on this Episode For webinar resources, check out this article and this podcast episode. The eBook, How to Not Waste Another Month While Trying to Conceive, grew out of one of their more successful webinars. Check out their gated resource here. Get Closer to Your HealthTech Buyers by Getting Rid of Technology Bias Is the Enterprise Healthcare Buyer Set up to Win on Your Website? The Complete SEO Guide for B2B Tech Marketing
40 minutes | Sep 24, 2021
061 | The Anatomy of a Powerhouse Marketing Team | Tarah Bryan | HealthCatalyst | Studio CMO
Your marketing team. Where would your company be without them? Where would you? A good marketing team is made up of a diverse group of people with a variety of talents, soft skills, expertise, and an X factor which, for your vision, only you can define. How do you find the right people, assimilate them into your culture, and keep them motivated to perform their best work? About Our Guest Tarah Neujahr Bryan, MAJMC, joined Health Catalyst in 2013 and has served as Editorial Director and Vice President of Marketing; she is currently the Senior Vice President of Marketing and a member of the Health Catalyst leadership team. She brings a breadth of marketing and communications experience to her current role. Prior to joining Health Catalyst, Tarah served as the Marketing Communications Director and Foundation Executive Director at a community hospital, managed at an advertising agency, was the Editor and Operations Manager at an archaeology firm, and provided triage assistance and patient admissions at a Level-II Trauma Center. She has a Master of Arts in Journalism and Mass Communications from the University of Nebraska and a Bachelor of Arts from Montana State University-Billings. Tarah volunteers with Intermountain Therapy Animals and has done pro-bono communications work for the American Cancer Society, Wings Cancer Foundation, and many other non-profit organizations. Show Notes A Quick History of HealthCatalyst's Growth: 2008: Founded Funding Rounds Jan 8, 2013, Series B Mar 1, 2013, Series B Jan 27, 2014, Series C Mar 17, 2015, Series D Feb 29, 2016, Series E Oct 13, 2017, Series E Feb 8, 2019, Debt Financing Feb 8, 2019, Series F Jun 1, 2019, Venture Round 2013: Content Marketing Began 2015: "Practiced being Public" 2019: IPO We keep education of the industry and ensuring good care at the forefront of our mission. Our mission is to transform healthcare. And for us, that means partnerships. We produce educational pieces with customers and peers. We explore partnerships wherever our technology can actually work with another. —Tarah Neujahr Bryan Building a Rock Star Marketing Team Kill the silos. Because silos can kill you. Tarah knocked down as many as she could and moved the culture to think of marketing initiatives. as an integrated effort. Build working groups. HealthCatalyst has six teams: Marketing Operations: Tech Stack and Analytics Marketing Response: Inbound Digital Marketing: Website, social, content, and design Field Marketing: Sales enablement Business Unit: Events including their user conference, Healthcare Analytics Summit Communications Team: PR, media relations, investor relations Create layers of communication—weekly stand-ups with team leads and then weekly working group stand-ups as well. Create a framework for transparency and idea-swapping. Tarah uses the process of "Thorn, Bud, Rose" which has been used by everyone from sororities to family dinner tables to unpack what's behind the scenes. This process has given her team new places of connection and members of the team relate better to one another and find ways to support and encourage each other throughout each week. She equates the words as follows: Thorn: One thing that sucks about your week Bud: One thing that you're learning about Rose: One thing you're excited about Deploy the right tech stack Salesforce and Pardot Visible - attribution and following the buyer journey Basecamp - Team communication Smartsheet - Triblio - ABM Data visualization using HealthCatalyst's own tools The three most important aspects Tarah looks for. innew team members are smart, hard-working, and humble. Internal marketing is almost as important as external marketing. — Tarah Neujahr Bryan Links Mentioned on This Episode Some of the 260 case studies Tarah referred to: Analytics Enables Identification of Opportunities to Improve Value and Accountable Care Organization Performance Quality Improvement in Healthcare: An ACO Palliative Care Case Study Changing Healthcare Using Data: A Case Study of One Small Health System’s Odyssey To Achieve Material Improvements Job openings at HealthCatalyst Article by Tarah: COVID-19 Data and Analytics: Survey Reveals Long- and Short-Term Healthcare Industry Impact 20 Reasons Why Virtual Events are Better than Live
30 minutes | Sep 10, 2021
060 | How Collaboration Changed HIMSS21 for Innovaccer | Dipty Desai | Studio CMO
For two years prior to the pandemic, marketing executives were bemoaning the effectiveness and the future of trade shows. When the world shut live events down, organizations pivoted to online. Would in-person events return? If so, would they be even more ineffective as those before the pandemic? Industries outside of healthcare looked to HIMSS as a major in-person trade show to gauge their own financial and human investment in events for 2021-22. Innovaccer's success at HIMSS is a blueprint for others. About Our Guest Dipty Desai, PhD serves as Director of Marketing for strategic partnerships at Innovaccer. Her thrilling career has woven through healthcare and biosciences with a stint at NASA. She holds her undergraduate and masters' degrees from the University of Bombay, studied genetics at Penn State, received her PhD at UCSF, and completed a post-doctoral research fellowship at Stanford. While at NASA, she took her research from Stanford and helped adapt technology to study the effects of zero gravity at the cellular level. She brings a lifetime of connections to Innovaccer. Show Notes Innovaccer mounted a very successful experience at HIMSS21 through: encouraging infectious passion about their solution and their company culture building team unity defining the roles for team members and booth staff creating a transferable methodology for engaging passersby and leads in the booth using a team to evaluate, grade, and contact leads to set appointments during the show Their trade show savvy would have been nothing without the fact their HealthTech solution works and has integrity. Links Mentioned on This Episode Find out more about Innovaccer. Four Trade Show Lessons from HIMSS 2021 Overcoming the Three Curses of the HealthTech Technical Founder
36 minutes | Aug 20, 2021
059 | User Experience Must Begin with the User | Elisabeth Bohlmann | December Labs | Studio CMO
Every time you pick up your phone, open your computer, turn on your television, wake up your tablet, or start your enabled car, you are drawn into a user experience. How quickly, easily, and intuitively you navigate to your intended result broadly determines your satisfaction. HealthTech platforms, their sites, and their apps are often plagued with a mix of age, older tech holding on, and limits placed by regulations. How can you build an environment that builds fans instead of prompting complaints? What role does marketing play in the development of the platform itself? UX expert and marketing veteran Elisabeth Bohlmann from December Labs explains. About Our Guest Elisabeth Bohlmann is Vice-President of Client Strategy at December Labs, a high-touch Design & Development firm for mobile and web products. She drives December Labs’ expansion strategy and accompanies their clients towards scalable and continuous growth. She speaks often at key industry events including CES. She has spent more than ten years in leadership at tech, digital marketing, and international operations. She holds an economics degree from Bonn University in Germany. She’s also an accomplished musician. She’s got real chops. She is a scrum-trained, trilingual, cross-functional marketing executive with a passion for design-thinking and integrating cutting-edge technologies into human-centered and value-driven solutions. She has developed and led projects for iconic brands such as Mattel, NBCUniversal, Food Network, and the NBA. Tech products have come a long way, but there is still so much more to do. Your app or platform is being directly compared to Instagram, WhatsApp, Spotify, and other apps that are on your buyer's phone. The bar is set really high. Those companies are spending millions—billions—to develop their products. You must be intentional in order to compete. —Elisabeth Bohlmann, December Labs Links Mentioned on This Episode The Complete Guide to Creating a Business-Building HealthTech Website How to Build B2B Buyers’ Trust Through Exceptional CX Don’t Leave Your Users Behind: Mapping The B2B User Experience Five B2B Tech Websites Absolutely Killing It at User Experience Five Drivers of Customer Experience with Mary Drumond of Worthix How to Create an Epic HealthTech Website Resources Page Updating Your B2B Tech Website: When, Why, and How Hear Elisabeth's band here.
36 minutes | Aug 6, 2021
058 | Building a Culture of Security within Healthcare | Tony Anscombe of ESET | Studio CMO
50 minutes | Jul 23, 2021
057 | Build Better HealthTech Webinars | Ashley Levesque, Demio | Studio CMO
Today’s marketers wear many hats—when it comes to webinars, they have to build the slides, run the software, and follow up. Despite the reputation and stereotype of marketers being extroverted and performers, many don’t like being on stage or camera. The purpose of a webinar is to bring your attendees/audience closer to what they need. In this podcast episode, Ashley Levesque from Demio walks us through the power of webinar platforms, building engagement, and how to build a webinar funnel and KPIs for HealthTech applications. PLAYER About Our Guest Ashley Levesque is passionate about building teams and strategies that empower employees and transform businesses. With a soft spot for small businesses, she welcomes new opportunities and challenges, even (especially) when the pathway forward isn’t clear. Having run hundreds of webinars in her career—and with a bunch of degrees in Theater and Performing Arts—she’s the expert in how to make webinars not terrible. As the Director of Marketing at Demio, she spends her time making marketers’ lives easier. Show Notes You're Invited to Breakfast at HIMSS 2021 The size of HIMSS can be overwhelming. Especially after a year at home facing a computer screen. We want to foster deeper connections and real conversation. We are hosting two breakfasts for small groups of HealthTech marketing professionals at HIMSS 2021. Details of the breakfast will be sent to those who RSVP. Please fill out the form below to reserve your chair. First Name* Last Name* Last Name* Business Email* Your Title* Which morning do you prefer? (Breakfast will be held from 7:00—8:15 to give you time to attend the keynote.)* Wednesday, August 11 Thursday, August 12 When we’re not building a relationship, we’re not marketing. We’re just not. —Ashley Levesque, Demio Maximize Your Webinar Platforms The power of webinar platforms has been fundamentally misunderstood. The webinar platform is meant to: Engage your attendees. Invite them to participate. Invite them to contribute to the experience that you are sharing with them. As you review platform options—even if you are using one right now—experiment with engagement. How can you make your webinars a conversation instead of a monologue? Where can you cut fluff (or maybe even content) to make room for interacting around audience response? Building a Better Webinar Who is Your Audience? How well do you know your audience? Within your audience are many smaller audiences. Which audience do you want to target with a single webinar. Ask yourself: What do they need? The answer is probably not your product or service. Ask yourself: What is their desired outcome? Build your content and engagement tools toward that end. Who is Your Communicator? There are two options every company must wrestle with. Train the subject matter expert to be a great presenter. This option requires intentional effort and will take some time. You must determine whether it is worth the investment. Which is more valuable: time working on presentation skills or time focused on what he or she does best. Train your best communicator to be intimately familiar with the technology. This is the more often preferred path. If you decide to use your subject matter expert, consider only bringing him or her “on stage” for a few minutes at the end of the main section of content and the Q&A portion. What are You Trying to Accomplish? What business goal is this webinar supposed to impact? Ashley says, “If I don’t consider my business goals, all of the energy will be wasted and none of our goals will be furthered. We won’t be generating more leads, shortening the sales cycle.” How can your webinar further and impact a single goal? What Should You Include in Your Presentation? Communicate the purpose for the webinar. If you were taking a few co-workers for a journey, you wouldn’t just ask them to get in the car and start driving. You would tell them where you are going. Do the same with your webinar. Set your expectations. How much time are you asking for? What are you going to ask your attendees to do? Review the platform. Describe the different ways you will invite involvement how will you invite involvement? (chat, polls, open mic, etc.) Tell them how you will respond to them during the webinar? Ashley uses polls to direct the content of a webinar. She will use the poll tool in Demio to find out what the most desired direction is. Then she will shift her presentation to address the one or two that her attendees identify. An Example of a Webinar Funnel Goal: Acquire new clients over the course of a few webinars AWARENESS > CONSIDERATION > DECISION An Awareness Webinar Purpose of webinar: Introduce ourselves to unaware prospects Webinar goal: Convert webinar attendees into email subscribers Webinar content: This is your pain, here are some salves for your pain. The emails received by the attendees who convert will draw them into the next stage of the funnel where you will present another webinar. A Consideration Webinar Purpose of webinar: How to solve their problem with your solution. Webinar goal: Attendees to sign up for a one-on-one demo of the product. Webinar content: Use case for a single application of your product. Here’s what it looked like before your product. Here’s how easy it was to implement. Here’s what happened after. Demonstrate the “from/to.” Those that don’t sign up for a demo from the consideration webinar continue to get emails for a third webinar. A Decision Webinar Webinar goal: Attendees to sign up for a one-on-one demo of the product. Webinar content: Fill this one with stories from happy customers. If you can get a customer to be a part of the webinar with you, do so. My goal for each individual webinar is to bring my attendees a little closer to where they want to be. —Ashley Levesque
42 minutes | Jul 9, 2021
056 | Security is Your Competitive Marketing Advantage in HealthTech | Joe Scotto, CyberMDX | Studio CMO
As of June 30, 2021, the ten largest reported healthcare data breaches have compromised the protected health information of 16-million patients. During the first six months of 2020, 3.5-million individuals had been compromised. Now more than ever, security is a top-level concern for every healthcare provider. Every HealthTech solution requires integration into the data system of the provider and requires access to data. How can your target customer—the CIO—keep all that data safe from bad actors? It's a near-impossible task. Do you understand the battles they are fighting right now? Do you know how to communicate how your solution will keep them secure or protect from intrusion? We discuss the marketing implications of security on this edition of Studio CMO. About Our Guest Joe Scotto has served as Chief Marketing Officer at CyberMDX for over a year. His 30-year marketing career has included stints as a marketing leader at Indegy, BAE Systems, Avaya and Time Warner. While CMO for Indegy, Joe positioned the company as a leader in the OT Security market category, creating breakthrough programs to drive market awareness and thought leadership. Joe has used his broad experience to build and lead marketing teams for a variety of global B2B organizations in the technology, defense, telecom, and publishing industries. Show Notes You're Invited to Breakfast at HIMSS 2021 The size of HIMSS can be overwhelming. Especially after a year at home facing a computer screen. We want to foster deeper connections and real conversation. We are hosting two breakfasts for small groups of HealthTech marketing professionals at HIMSS 2021. Details of the breakfast will be sent to those who RSVP. Please click here to reserve your chair. The Dos and Don'ts of Presenting Your Security Story Do… be specific. Talk about exactly how your solution integrates with different security protocols Do… be authentic. Tell the truth about how you address security. Do… borrow credibility. Your customers’ testimonies about your product will move your prospects. Do… practice empathy. Knowing and understanding the pressure on the CIOs and the challenges they face should influence how you address them. Don’t... try to be cute. Humor and sarcasm can backfire in a security conversation. Don’t... fearmonger. Your prospect is already afraid. Don’t rely on fear to motivate. Encourage and point to the solution. "I greatly admire CIOs and CISOs. More and more, they're becoming risk managers. They're not just protecting operations, data, and financial reputation, they're actually protecting lives." — Joe Scotto, CMO of CyberMDX "How Hospital Hacks Happen" Video Series Find more videos here.
20 minutes | Jun 25, 2021
055 | HealthTech Marketing Insights | Golden Spiral | Studio CMO
Why Studio CMO Exists HealthTech marketers are on a rare pilgrimage. The overall industry is one of the most robust economic forces in our society and HealthTech solutions are leading the way in innovation, patient connection, and much more. We created Studio CMO so that you could: learn ways to refine your market positioning build better and more successful demand generation programs understand your audience more deeply see the healthcare ecosystem more clearly meet some of the greatest experts in marketing theory and technology Our Hosts On this special episode, we also want to introduce you to our team. John Farkas John has always worked to bring creative projects together. After working nearly two decades as a creative director for two large organizations, he turned his focus toward leading Golden Spiral. John reflects: “Great stories cut through our defenses and imprint us at our core. Tell someone a great story—at the least it will leave an impression—but it could change the course of their lives.” John enjoys creative writing, exploring the outdoors, building and remodeling houses, spending time with his family, and riding his bicycle. He graduated from the University of Wisconsin with degrees in Theatre and English. Anna Grimes Anna serves as an account director at Golden Spiral helping shepherd our clients through their demand generation programs. Anna is a public relations expert with stints at some of our nation's most prestigious PR firms: Atkinson and Paine Pomeroy. She grew up with healthcare conversations around the dinner table because her father was one of the architects of Nashville's robust healthcare industry. Anna is a graduate of Kenyon College, tells the greatest stories from her career, enjoys watching the journeys of her adult children, and enjoys being a part of the Nashville community. Mark Whitlock Mark produces Studio CMO and serves as marketing manager for Golden Spiral writing content and helping run the agency's demand generation program. Mark has produced for terrestrial and talk radio and worked as an acquisitions editor in traditional publishing. He is the author or co-author of eight books including one that reached Amazon's overall top 25 in 2003. Mark graduated from the University of Georgia. He is striving to overcome a 2019 injury to run his fifth marathon. He volunteers in a community for men and enjoys a full calendar of events for his children and step-children. Explore our episode library by clicking here.
40 minutes | Jun 18, 2021
054 | How Positioning Helps HealthTech Companies Survive the Marketing Doldrums | Mark O'Brien, Newfangled | Studio CMO
Does Your Positioning Set You Up for Greater Success? Positioning is the art of articulating your unique value proposition in such a way that you begin a conversation with a potential customer. Both Golden Spiral and Newfangled are experts at helping companies define their market positioning for greater success. On this edition of Studio CMO, Newfangled's CEO, Mark O'Brien, looks at the pitfalls and benefits of good positioning, how companies win, and the single most important factor to marketing after you release your positioning—patience. Show Notes Positioning is the foundation, because without it, you're going to waste so much money. — Mark O’Brien Are You Addressing the Wrong Audience? Are you speaking to your peers? Stop trying to impress your competition. Awards are a waste of time and money. Your peers and competitors don’t grow your business. Your audience does. Are you speaking to your internal audience? Your employees know what you do and what you make. So, changing the language around may sound unique to them but means the same thing. The only audience that matters is the buyer audience. The Curse of the Technical Founder Golden Spiral sees this curse time and time again. A company is so in love with their technology—their chassis—they can’t talk about anything else. They don’t even talk about the problem that originally inspired the creation of the technology. Often, when a company’s marketing is focused on the technology, the marketing actually talks over the heads of the customer. Companies can be so bound up with the minutiae that they miss the big picture. John Farkas recently published an article about technical founders. Positioning must be focused on a real problem that real people have. It must start a conversation. —John Farkas The Three Stages of Marketing Mark O’Brien outlined the three basic stages marketing plans go through. Energy You’re spending the time, energy, and money to create a marketing strategy based on your research. Everyone is excited and can’t wait to see what happens. Marketing Launch Time slows down. It’s worse than watching grass grow. How long will it take? What is the TTR—time to result? During this stage, only those who stay on the plan, remain disciplined to follow the strategy, and continue to believe will win. Success or Death This is the fun stage. If you’ve stayed committed to the strategy, you will see results and can throw more fuel to grow the results. If you gave up during the doldrums, you’ll feel the death and wonder why you started in the first place. The Power of Focus Mark offered two powerful examples of focus and how they apply to marketing. The Gaja Winery After a long and storied history, Angelo Gaja inherited his family winery. After he studied the finances, the business, and the actual assets—vines and nutrients—in the ground, he ripped out and destroyed more than half of the vineyard. Many thought he was crazy or hatching an insurance scheme. Instead, he maximized the wine. They produce much less, but it is much higher quality, better tasting, and produces more profit for the winery. The Hedgehog Concept Jim Collins in his famed book, Good to Great, outlines a way of thinking, “What do we do better than anyone else?” Two Approaches to Positioning Positioning is the art of articulating your unique value proposition in such a way that you begin a conversation with a potential customer. Mark O’Brien outlined two successful approaches. Exclusive Positioning “We do X for Y.” When you encounter a company with exclusive positioning, you know within five seconds on any page on their website whether or not you are a fit for their product or service. They exclude all others outside of their focus. Open Positioning This is an 80% approach. When visiting a website, you know what the company does and what sets it apart, but the company is purposefully vague about the niches they serve. If visitors feel like they might fit, they can continue in the stream. Most companies who pursue this approach, change to exclusive after about 18 months. Books Mentioned On This Episode American Dirt Good to Great About Our Guest Mark O’Brien is a forward thinker helping clients see a better future for themselves while helping them take risks to pursue their vision. He now serves as CEO of Newfangled, a digital marketing agency that gets leaders out of their own way to develop the programs needed to grow their businesses. He grew up in the ranks at Newfangled first as a developer and then as a sales executive. Our Theme Our theme is created by some of Nashville's greatest musicians. Bigger Story Music is born out of a longtime friendship, a deep, talented community, and a real love for what they do. Whatever story you’re trying to tell, they have the perfect music to make it better.
56 minutes | May 28, 2021
053 | Why HealthTech Companies Should Start Podcasting | Peter Birch, MetaOptima Technology | Studio CMO
Is HealthTech Podcasting Worth The Investment? Should your company start a podcast or not? If so, how much will it cost, how much time it will take, and what can you expect from it? According to Podcast Industry Insights, there are 2.1 million podcasts, but only 36.5%—or 773,258—have released an episode in the last 90 days. Only about 423,000 have released more than ten episodes. Those numbers may seem daunting, but consider the number of blogs in existence—more than 800 million. Would you ever advise a company not to have a blog? Peter Birch, Company Director (Asia Pacific) for MetaOptima Technology and the creator of the "Talking HealthTech" podcast and community, joins us to talk about his podcasting journey and how he's advising HealthTech companies to investigate podcasting. Skip to Transcript Show Notes Starting a podcast isn't a matter of deciding you want to and hitting record. There's a lot to consider before you even nail down a topic for episode 01. Here's everything you need to ask yourself: How do you know if you're ready to start a podcast? If you've got something to share and questions to ask, you're ready to start a podcast. If you're looking to make a lot of money or expect an immediate stream of new leads, you're only going to waste your time and money. Who is your audience? At the end of every episode of Studio CMO, we remind you to "understand your buyer's problems, lead with an empathetic understanding, and make your buyer the hero." Our three core tenets assume that you know who your audience is. To carefully define your audience is more defining a persona in the way marketers have been instructed for years. A persona isn't deep enough. Work through our Buyer Matrix process and consider what our producer had to say in this video presentation. (Note: Special offers and weblinks mentioned only pertained to conference attendees.) What's your vision? What's your message? Starting a company podcast depends on a clear understanding of your vision and nailing down your messaging. What do you want to communicate to your listeners week after week? Who are your core listeners? Who are the perfect guests your listeners want to hear from? Who's on your podcast team? Next, you need to consider the team who will produce your podcast. Who will host it? Who will edit and produce, book guests, promote new episodes? Will you rely on your internal team or hire an outside organization? What does the time commitment look like? What are your time and resource commitments? Plan on spending between 10 and 15 hours per episode. Remember there are expenses associated with the people involved, production, distribution, and promotion. There are many resources online about how to do a podcast as cheaply as possible, however, you will save time and frustration by setting aside a budget and spending strategically—microphone(s) and software first. Mark Whitlock, our producer, wrote an informal memo about these issues to address a few questions from others. You can read his thoughts here. Where will you host your podcast? There are many hosting platforms, the web service that distributes your podcast to all of the services including Apple. We highly recommend Libsyn and PodBean. Podcasts Talked About on This Episode Freakonomics 99% Invisible Sway David Runciman’s Talking Politics | History of Ideas Pirate Monk Podcast Further Reading The Real Market Value of the Soul of Your Brand "Talking HealthTech" “Collaboration starts with conversation” — Peter Birch About Our Guest Peter Birch serves as the Company Director (Asia Pacific) for MetaOptima Technology in Sydney, Australia. A career-long veteran of the healthcare industry in Australia, Peter’s voice will be instantly recognized by many of you as the host of "Talking HealthTech," a podcast focused on technology companies, specifically in Australia, but listened to around the world. He hasn’t just built a podcast, but a community of technologists, practitioners, developers, and others in the HealthTech space. Our Theme Our theme is created by some of Nashville's greatest musicians. Bigger Story Music is born out of a longtime friendship, a deep, talented community, and a real love for what we do. Whatever story you’re trying to tell, we have the perfect music to make it better. Really. Check out their production library and explore their custom options at biggerstorymusic.com.
38 minutes | May 14, 2021
052 | How HealthTech CMOs can Diagnose SEO | Chris Turner of Golden Spiral | Studio CMO
Subscribe | Transcript | Comment About Our Guest For the last four years, A. Chris Turner has guided our clients and our agency to organic and paid victories online as our Senior Director, Digital Strategy & Performance Analytics. He is a true SEO helping make websites work for companies for the last 15 years. Chris is a veteran of the United States Air Force and a lifelong entrepreneur who knows the value of a dollar and how to stretch it. Show Notes Do you need an objective set of eyes on your SEO work? Do you have questions or concerns you’d like to bounce off someone? Click here to schedule your no-obligation meeting with John Farkas and Chris Turner. Mentioned on This Episode: McKinsey’s B2B Marketing Report Three Key Elements to Set Reasonable Expectations for SEO SEO is Organic People interact with this information in their own ways. If people don't do searches, there is no SEO. SEO is based on people, human interaction, and human need. SEO is Not Magic; It is a Scientific Activity It may be mysterious, but you can instigate certain activities to change your results. SEO is Common Sensical On a basic level, if it doesn’t make sense, don’t do it. Questions to Ask About Your SEO Efforts What is the context of your SEO efforts? What company needs are you trying to meet and how well are you meeting them? Is your SEO aligned with your company goals? How do you operate from a digital marketing perspective? How do you use content? How old is your keyword audit? Do you have a contextual understanding of your keywords? What suggestions for future content does your audit make? Does everyone involved in marketing and sales have a clear and harmonious understanding of who your customer is? Is your SEO relevant, timely, and credible? — A. Chris Turner Three Mistakes Marketing Leaders Make Around SEO Going fast and dirty. Set it and forget it. Not understanding how SEO ROI works. A Recent Example from Search Engine Journal It is easier for business owners and decision-makers to invest in paid marketing because it offers clear returns on the investment (ROI); for X dollars you received Y visits/calls/forms. Nevertheless, with proper tracking and systems in place, organic optimization can offer clear ROI along with conversion optimization when SEO is done with the intent of matching the right consumers, with the right pages of your website for the right results. For example, a B2B computer repair company in Manhattan has an average sale of $10,000. They close leads at a rate of 30 percent and have a conversation rate of 5 percent. In your ROI model, you project 500 clicks for them a month. To calculate potential revenue, you would multiply 500 (clicks) x 5% (conversion rate) x 30% (close rate) x $10,000 (average sale) = $75,000 per month. To gain a greater understanding of SEO for your company, download A. Chris Turner’s eBook: Additional Reading about SEO Golden Spiral’s Insights into Google Algorithm Changes 12 Reasons Why SEO is Important for Businesses Google’s Resource for SEO Google’s Reference for Hiring an SEO
41 minutes | May 7, 2021
051 | Five Keys to Building Better KPIs for Your HealthTech Company | Peter Smith of Golden Spiral | Studio CMO
Show Notes The Five Keys to Building Better KPIs for Your HealthTech Company Define your goals Ensure clarity of definitions Build a Culture of Attribution Remember: Data Tells a Story Make Informed Decisions John discusses content from his article, "When What You Know Can Kill Your HealthTech Marketing." Peter outlines the entire process in detail in his excellent ebook, "A Step-by-Step Guide to Building KPIs for HealthTech Companies."
42 minutes | Apr 30, 2021
050 | Behavioral Modeling Leads to Deeper Customer Insights in HealthTech Marketing | Nicole Williams of RRD | Studio CMO
Show Notes Nicole Williams outlines several aspects of targeting the healthcare provider. "We must walk a mile in the patient's shoes." — Nicole Williams Remote or virtual healthcare has been adopted by less than 20% of Americans. RRD has created "Care Kits" to address the wide gap in digital adoption and the problems of many Americans who don't have a smartphone, high-speed internet access, and a webcam. As a HealthTech solution provider, your solution likely hits one major issue in the life of a patient. How do you address all of the peripheral issues your end-user will face? How do you help your customers meet the needs of their patients? Social determinants of health have become the largest indicator of how well providers can serve their patients, the success of wellness, and to what extent the patient will recover when sick. Those include (in no particular order): Economic Stability Neighborhood and Built Environment Access to Digital Tools Race Healthcare Access and Quality Education Access and Quality Social and Community Context "The ZIP code a person lives in has a greater impact on their health outcome more than anything else." — Nicole Williams The "60 Minutes" episode which aired April 18, 2021 addressed these factors. Nicole believes the three most important marketing tools in HealthTech are: Addressing the outcomes of your solution. What is the ROI? How did you improve patient outcomes? Gaining provider and/or payer testimonials. Real-life testimonials from endusers Nicole and RRD have developing thought leadership materials and built a strong content engine for their work. Content is essential to digital marketing, education, and more.
34 minutes | Apr 23, 2021
049 | When Your Best Marketer to Your HealthTech Buyer is Their Customer with Laura Yecies of Bone Health Technologies | Studio CMO
About Our Guest Laura Yecies is an entrepreneurial leader, strategist, and marketer. She has had a long background in tech including stints on Netscape and Yahoo. She has been consulting with Bone Health Technologies for the last year and was recently named CEO. She was a marketing consultant for Fabric Genomics, helmed SyncThink as CEO, led Catch until they were acquired by Apple, and had tremendous success at SugarSync, a data synchronization company, as their CEO up to their acquisition by J2. Show Notes Laura Yecies covers a number of unique factors that you may be facing in your HealthTech marketing. Targeting your end-user so you can market to your buyer How B2C marketing is influencing B2B marketing How brand plays itself out in the combination of wearable and software tool Why sometimes, the most compelling story to tell is the economic one https://vimeo.com/485297519 Communities, like these Facebook groups, are important to Bone Health Technologies overall marketing efforts Osteopenia and Osteoporosis Support Group Better Bones, Better Body: Osteoporosis & Osteopenia Living with Osteopenia & Osteoporosis Naturally Better Bones Osteoporosis Group Custom photography can showcase how your solution meets a critical need for your buyer. An example from Bone Health’s website. Laura discussed how content has assisted their efforts on the clinical side and the consumer side.
40 minutes | Apr 16, 2021
048 | Driving HealthTech Demand in the Telehealth Crowd with Samantha Bergin of 98point6 | Studio CMO
Samantha Bergin is the chief marketing officer at 98point6, an on-demand digital primary care service founded in 2015 and headquartered in Seattle, Wash. Sam's nearly 25-year career centers around building and growing technology brands. Prior to 98point6, she served as vice president of marketing at Cozi, Inc., which was acquired by Time Inc. and is now owned by Meredith Corporation. Under her leadership, Cozi became one of the top 10-grossing productivity apps in both iTunes and Google Play. Sam also worked in product management at Amazon, Microsoft, and Visio Corporation. She holds a BA in business from the University of Maryland and an MBA in marketing from Wake Forest University. She was a member of a three-person panel presenting their companies’ new products at the 2020 Oliver Wyman Health Innovation Summit. Sam is originally from Brazil and is a competitive equestrian in the sport of three-day eventing. Show Notes The pandemic accelerated the need for people to have access to care when they couldn't get it in person. That acceleration of comfort and awareness catapulted our category into a completely different stage. And it's been really a privilege to be able to serve so many in a time of heightened need. —Sam Bergin How 98point6 Differentiates Itself Against Other Telehealth Solutions Address the friction in the market—98point6 is not traditional telehealth Talk about the elephant in the room—less than half of millennials have a relationship with a primary care physician. Find a way to answer the pressing questions—content can win the day. Samantha mentioned the COVID resource page they developed as part of their content strategy. Scroll to the bottom to view the PDF collection we discussed. Breaking Down their Three-City Test of an Upper-Funnel, Demand Generation Campaign 98point6 cooperated with a media buyer to develop a B2B campaign targeting C-level executives in three cities with a high concentration of large employers. The express purpose of the campaign is to get the executives to ask the question, "Are we talking to 98point6 and, if not, why not?" The media assets drive inbound traffic. The campaign includes: connected TV NPR cable advertising on news programs at highly targeted dayparts talk radio Check out one of their connected TV commercials. https://youtu.be/x5LrnZtLSRs
46 minutes | Apr 9, 2021
047 | Do You Know Who: The Focus of Your HealthTech Marketing with Joshua Oakes | Studio CMO
The Episode in 60 Seconds How well do you know your customer? Is your knowledge limited to a single sheet of paper with a fake name and some socioeconomic and psychographic data or have you taken a deeper dive? Joshua Oakes has spent his career helping companies understand their customers at a core level. He calls his approach, "Who First." On this edition of Studio CMO, we will walk through the four steps of Who First: Audience Discovery Audience Understanding Serving Your Audience Measurement and Collaboration About Our Guest Joshua Oakes is the creator of Who First, the framework that helps companies develop and apply an understanding of their customers to serve them more effectively and drive outcomes. After years of consulting for organizations with product marketing or customer acquisition challenges, he decided to help them solve the root problem he kept finding: Companies that don’t understand their customers could never hope to acquire them effectively or serve them well. His background is half technology, half marketing. He’s worked with companies in SaaS, higher ed, healthcare, music licensing, non-profit, social media, entertainment, telecom…lots of industries and every stage from pre-seed to enterprise. He gardens extensively for the fresh produce and for the metaphors. He makes jams and wines (mostly to give away) as well as salsas and hot sauces (which he won’t give away without a serious warning). Show Notes The way that you understand your customer is very similar to the way that you understand any other human being that you're in a relationship with: you talk to them, you try to relate to them empathically, and you spend time with them. — Joshua Oakes The Who First Methodology Audience Discovery - talking to customers Guided interview—"Learn Who Interview" (at least 10) Be an active listener Where did they begin the journey? What was your vision of the future when your problem was solved? What were the signposts that told you that you were on the way to success? What traps did you fall into at work? How did you experience us as an organization and as an individual? And many more Audience Understanding - distilling what you learn Analyze the content of the recorded interviews What trends do you hear? What information emerges that is shared, actionable, validated, and measurable Serving Your Audience - application The Who Plan - a break down of what your customers experience at each stage of the journey Whoa - a formula for deciding what content to create Measurement and Collaboration - improving your systems, processes, and your teams’ ability to work together The "Know Who" Measurement — put audience metrics into your weekly and quarterly reporting Audience-Focused Teams 80% of our decisions are fundamentally emotional and that's even true in healthcare, HealthTech, and B2B. And in fact, the emotional component of decision-making is more important in B2B scenarios because there are more people with emotions involved in that decision-making process. — Joshua Oakes
49 minutes | Apr 2, 2021
046 | The Genuine Power of a HealthTech Brand with Bethany Hale of Cedar | Studio CMO
The Episode in 60 Seconds How do you build a company that always puts the customer first? Sarah Acton, VP of Sales and Marketing for Athos, has done so by building a synergistic organization that shares customer stories, digs into customer needs, and listens to each other. On this episode of Studio CMO, Sarah discusses: How to Listen to Your Customer and Each Other How to Build Internal Synergy for the Benefit of the Customer How to Cultivate a Company's Culture and Values Tips for Hiring the Best HealthTech Talent What it Takes to be a Good Client for an Agency About Our Guest Bethany Hale is the Head of Marketing at Cedar, a data-driven patient payment and engagement platform. She brings 15+years of experience across marketing strategy, brand development, content and performance marketing, and customer experience design to this role. Prior to joining Cedar, Bethany spent 7 years at IBM, most recently as a product manager on the healthcare team where she created an AI-enhanced, pre-configured marketing automation platform, in partnership with Adobe, that enables healthcare & life sciences marketers to drive improved healthcare consumer experiences, increased revenue and more effective marketing campaigns. Bethany is a creative storyteller and thought leader who has worked with other notable brands including American Express, Samsung Electronics, Hertz, Pfizer, Microsoft, and Chevron. She has an M.B.A. from Columbia Business School and a B.A. in Journalism from Michigan State University. Cedar closed a round of funding worth $200-million on March 9th. Cedar was mentioned as one of the fastest-growing HealthTech companies in 2020, second only to Amazon. Find out more in this report from KLAS and this study co-sponsored by Forrester and Cedar. Hear the story at 25:40. Show Notes "It always confounds me the fact that my daughter, who's six years old, can figure out how to find her favorite show on Netflix, by herself. Yet I, with an MBA and someone who works in healthcare, still can't decipher my own medical bills. That's the real gap in that consumer experience. People expect to understand how to pay a bill. That's what we're trying to accomplish at Cedar." —Bethany Hale Why to Carefully Consider Brand Brand is important for: your company talking to potential clients and buyers recruiting potential talent communicating with the community at large establishing yourself as a thought leader Coming out to the market, you want to know who you are first, what your position is, and why you're different. —Bethany Hale Bethany Hale wrote this article about the story behind Cedar's rebranding. Golden Spiral's VP of Design, Luke Farkas, breaks down how to build a Brand's Visual Identity System in this article. Keys to a HealthTech Company Gaining New Business Can you prove that you can do the work? Can you demonstrate your success with a health system like your prospect's? How do you work with and/or integrate with the key electronic medical record providers? How do you integrate with other leading healthcare systems? Do you understand the patient populations you've worked with in the past and of the prospect's? Good brands are consistent, differentiated, and clear. — Bethany Hale How Brand Helps HealthTech Companies Recruit Talent You will not be able to meet your financial goals nor touch the number of lives you desire without the right talent. Does your brand demonstrate your diversity in all ways? Does your brand reflect the patient population of the US? Can potential employees understand your vision, values, and mission? Do your recruiting, interviewing, hiring, and onboarding practices communicate how your company works and how you meet your goals? Cedar's Recruiting Portal Listen to Studio CMO host John Farkas discuss the importance of brand for recruiting the right talent at 20:43 and following. Your Prospect's Experience Matters to Your Brand Cedar's mindset is: "You can't miss this!" Curating a VIP event over a virtual platform is challenging because naturally occurring conversations that happen at a live event don't happen—without intention—online. Cedar is thoughtful about its online events: How do we inspire conversation? How do we gain engagement? How do we include the right people? How do we build communities? How do we create a "white glove" experience? How do we cut through the clutter? Ashton Kutcher is an investor in Cedar. Read about a recent "white glove" event he hosted. Virtual Events Can Be Stronger than Live Events. An article from Golden Spiral Chelsea Clinton's presentation Paul Ryan's presentation Telling Your Brand Story "When you're telling a clear story that sets above the rest, that's going to create a confidence. That's going to create something that people are not accustomed to seeing in the space. Because what they're accustomed to is very confusing, multidimensional messages that are hard to make your way through. And if you can hold something up and say, 'Clearly, here's our value. Here's what we look like. Here's what you can expect when you relate with us. If you can set some of that forward in a way that is clear and comforting, it inspires movement. —John Farkas Brand building: First, build trust with your stakeholders, then build relationships, then provide value. — Bethany Hale
46 minutes | Mar 26, 2021
045 | LinkedIn Marketing Strategies for HealthTech with A. Chris Turner of Golden Spiral | Studio CMO
The Episode in 60 Seconds LinkedIn is one of the best ways for HealthTech marketers to identify and communicate with prospective customers. What are the fundamentals? What are the advanced tactics? In this episode of Studio CMO, we look at: Eight Essentials for Every LinkedIn Post to Maximize Your Engagement Three Ways HealthTech Brands Can Deepen Relationships on LinkedIn InMail Groups Paid Ads Putting it All Together to Drive Leads The Overall Value of LinkedIn for a HealthTech Marketer About Our Guest Chris Turner is Golden Spiral’s Senior Director of Digital Strategy and Performance Analytics and an expert in all things digital. Chris manages and monitors the online strategies for our clients related to paid media, content, social media marketing, and digital optimization. Chris helps our teams build synergistic digital strategies that touch on everything from relationship building with partners to content creation and syndication — all to help clients make an impact through their business. He leverages his experience of 10+ years of marketing leadership to direct marketing teams to success based on addressable KPIs and data-driven tactics. Chris has a bachelor’s degree in information technology and a master’s in information systems. He is well educated, heavily experienced, and always seeking more knowledge. Show Notes Eight Essentials for Every LinkedIn Post to Maximize Your Engagement Remember your audience and keep the subject relevant, valuable, and important to them. Always include an image or video. Keep things short. Lock them in with the first sentence. Always tag people and pages that your audience connects to. Use two or three good hashtags plus a branded hashtag. Stay engaged. Like and/or answer every comment that you receive. Start and engage in conversations because they may lead to deeper opportunities to present your product or service. Three Ways HealthTech Brands Can Deepen Relationships on Linked In InMail (4:00) Don’t use it without a strategy. You must know where your prospect is in the buyer’s journey before you engage them in this way. Groups (4:59) Don’t be a troll. Participate. Learn deeply about your prospects, their needs, and their journey. Paid Ads (20:16) The data provided makes your paid ads very targeted in the context of a professional network Putting it All Together to Drive Leads (24:51) The Overall Value for a HealthTech Marketer (38:10) Previous articles on LinkedIn Why You Should Leverage LinkedIn Publisher for Content Marketing How to Grow Your Social Media Following in a B2B World Getting Started: Social Media Strategy for B2B Brands Social Media Marketing for B2B Tech Companies Content Strategy Guide for Saas Marketing Would you like to meet with John… and Chris? Schedule your no-obligation strategic consultation to discuss LinkedIn or any other portion of your digital marketing strategy. Their objective view of what you’re doing could help drive you forward to realize your market potential. Book your appointment today.
39 minutes | Mar 19, 2021
044 | Building Synergy in Your HealthTech Organization with Sarah Acton of Athos | Studio CMO
Subscribe | Transcript | Comment The Episode in 60 Seconds How do you build a company that always puts the customer first? Sarah Acton, VP of Sales and Marketing for Athos, has done so by building a synergistic organization that shares customer stories, digs into customer needs, and listens to each other. On this episode of Studio CMO, Sarah discusses: How to Listen to Your Customer and Each Other How to Build Internal Synergy for the Benefit of the Customer How to Cultivate a Company's Culture and Values Tips for Hiring the Best HealthTech Talent What it Takes to be a Good Client for an Agency About Our Guest Sarah Acton is the VP of Sales and Marketing at Athos, a wearable technology company focused on ensuring all types of athletes, from professionals to military tactical athletes, are prepared and ready to perform. With roots in consumer products at Coca-Cola, retail at Home Depot, her own business, and consumer tech at Yahoo! and LinkedIn, Sarah learned early the power of storytelling and how using data can transform and personalize a brand experience. Athos is a patented system that enables the world’s first smart clothing to measure how hard your muscles are working using the science of EMG (Electromyography). This is combined with powerful AI and a mobile app gives you insights to truly understand how your body performs. The system has helped athletes at all levels train better and smarter, whatever your goal. Show Notes "Our job as sales and marketing professionals is to take what we know about our product and service and find the intersection that resonates with the customer's own problem." — Sarah Acton How to Listen to Your Customer and Each Other Listening has been a core part of Sarah's life. She can point to many defining, salient moments where something changed as a result of listening. If you want to be a better listener, practice these habits: Meet face-to-face (or on the phone or video conference) with customers. Be curious. Dig in to ideas you haven't heard before. Have the mindset, "There's always something new to learn." Record sales calls as often as you can. Share a few sales calls with the entire company from time to time (provide a mix of good and bad). Seek to understand the day-to-day lives of your customers. Identify themes that arise from different sources. Become a copious notetaker. "The more we, as a business, can understand our customers, understand their day-to-day lives, the better we can deliver on our promises to them. And the better we can create solutions that really meet—and surpass—their needs." — Sarah Acton How to Build Internal Synergy for the Benefit of the Customer When we work together, everything gets better." —Sarah Acton In order to get any two (or more) departments to work together, they must spend time together around customer problems. Examples: Product Development Invites Marketing and Sales to Product Discovery sessions. All parties listen in on live customer service calls. Managers can build a shared desire to win and then share the wins together. All parties hold frequent check in meetings. How to Cultivate a Company's Culture and Values Do you know and reflect often on your company's culture and values? For reference: Athos' Mission Golden Spiral Values Sarah shared a powerful story of how Reid Hoffman, the founder of LinkedIn, leaned on his CTO, Kevin Scott. Find out more about this powerful relationship. “I would share my problem with Kevin because then Kevin could start thinking about the solution to the problem, too.” — Reid Hoffman Tips for Hiring the Best HealthTech Talent Look for people who show a pattern of being intrigued by problems. Ask how they solved difficult problems. Discover how they push themselves out of the comfort zone. Foster interviews that are times for stories and not just facts. Find indicators that your candidates have a drive to solve the problems of tomorrow. What it Takes to be a Good Client for an Agency Sarah spent many years working for agencies serving clients and has hired agencies as a marketing executive within companies. She's seen both sides of the relationship. She and John Farkas shared a number of tips. As a company: Do find an agency sees the client relationships the way you do. Don't lob a problem over the fence to your agency and expect them to solve it. Do become a partner with your agency. Don't hide and obfuscate information. Do "open the kimono" and be vulnerable about the problems you are facing. Don't build an adversarial relationship with the idea of squeezing every dime out of the agency. Do be open and honest about your real budget and listen carefully to the agency's capacity to supply solutions within that budget. Do share the wins with your agency partner. Do work together to optimize your resources and those of the agency. "I always strive to make my agency partners feel just as much a part of our wins as my internal team." — Sarah Acton The Nature of Change John shared this quote often used at our Foundation Workshops. Can you identify the author? “It ought to be remembered that there is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things. Because the innovator has for enemies all those who have done well under the old conditions, and lukewarm defenders in those who may do well under the new.” Listen at 25:35 to discover who. Golden Spiral's Foundation Experience Do you feel your company is invisible in your marketplace? The right agency can help you stand out in the middle of your competition and be seen for all the right reasons. Our Foundations Workshop is the perfect methodology to shape your story. Our proven process unpacks, then crystalizes, who you are, what your solution does, why you exist, and who needs to know. The workshop assembles all your stakeholders in the same place at the same time. You will build consensus and gain clarity in amazing ways. (And we’ve had great success with virtual workshops as well.) And it's guaranteed! Our Foundation Guarantee: If you qualify for and engage in the foundation experience, we guarantee you will be convinced of the value of our approach after the Foundation Workshop. If not, let us know within 48 hours, we’ll stop, and you won’t owe us a thing. LinkedIn's Tenth Anniversary Celebration Sarah talked about her work on LinkedIn's 10th anniversary. Find the product of their branding work here. She mentioned the power of A Beautiful Constraint, the concept (and the book) of time and budget limitations can sometimes foster the best work. Find out more about the book here.
35 minutes | Mar 15, 2021
043 | How Content & Data Drive HealthTech Engagement with Amanda Evans of SentryHealth | Studio CMO
Subscribe | Transcript | Comment The Episode in 60 Seconds Many HealthTech companies offer solutions that are bought by a system or provider but ultimately serve the patient. How does the marketing team generate leads, build transformative content, serve both audiences, support sales, and make good decisions? Amanda Evans, CMO of SentryHealth, discusses: strategy content creation data integration About Our Guest With nearly 20 years’ experience across client service and marketing, Amanda Evans is a proven leader with a history of producing high-value results. Leveraging a data-driven approach, best practices, and innovative methods, she has invented successful programs focused on improving client adoption and retention as well accelerating leads and revenue growth. Show Notes Healthcare doesn't stop at the point of service —Amanda Evans Find SentryHealth's content here. Download SentryHealth's 2021 Employee Health & Wellbeing Outlook report from their website. Amanda Evans referred to a sales strategy called "BANT Questions." Budget Authority Need Timeline Find out more information through this helpful article. SentryHealth is very focused on giving people information in consumable formats that will be most meaningful to them as they address what they are faced with today and also prevent what they may be faced with in the future. — Amanda Evans If you're trying to build your content to drive your traffic and build your business, download Golden Spiral's content guide.
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