The Healthtech Marketing Show

Adam Turinas

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Show to learn from the experts. Each episode features an experienced healthcare technology marketing leader who shares tips, insights, and how-to’s on a specific topic. Episodes include ABM, brand strategy, digital and content marketing, and more. The series is presented by Adam Turinas, a marketing veteran and health tech entrepreneur. The show is presented by Health Launchpad in partnership with Healthcare NOW Radio. 640646

  1. 6d ago

    The Art of Making a Room Feel Human with Mike Mosquito and Maureen Nylin

    Have you ever wondered why the smaller, more intimate industry events on your calendar seem to generate more real business than the massive trade show floors?  In this episode, part two of our series The Intimacy Shift, I sit down with Mike Mosquito and Maureen Nylin, the duo behind the Buzz podcast, to find out exactly what happens once buyers are in the room. If you are planning your 2027 event strategy and trying to figure out where your budget should actually go, this conversation gives you the answer. Mike and Maureen have built their careers on being the people event organizers call when they want a room to feel less like a trade show and more like a reunion, and they pull back the curtain on how they do it. We get into why healthcare buyers are craving personal connection over another badge scan, what the real art of facilitation looks like when you are moderating a panel that people actually remember, and how they turned a single night of content into 50,000 LinkedIn impressions.  If you have ever sat through a forgettable panel or wondered how to make your own event stand out, this is the episode that shows you what good actually looks like, and why fewer, better rooms beat another crowded ballroom every time. Key Topics Covered "(00:00)" Introduction"(02:00)" Mike and Maureen's backgrounds"(05:00)" Why intimate events are growing in importance"(07:00)" The buyer's perspective"(09:00)" Why relationships are the real differentiator"(11:00)" What Mike and Maureen do at events"(13:00)" Behind the scenes of their Chime event game show"(16:00)" How Mike and Maureen started working together"(19:00)" What event organizers consistently get wrong"(22:00)" The story behind their pre-promotion at the UGAAfter Dark event"(26:00)" The art of facilitation"(27:00)" Moderating together"(28:00)" Why curiosity and active listening matter more than a script"(31:00)" Why story beats data "(32:00)" How they generated 50,000 LinkedIn impressions in three hours"(34:00)" Livestreaming from HIMSS "(35:00)" Advice for healthtech marketers rethinking event strategy for 2027"(41:00)" Closing takeaways from the series If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Find all of our episodes on the Health Podcast Library. Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    The Art of Making a Room Feel Human with Mike Mosquito and Maureen Nylin

  2. Jul 20

    Curated Not Crowded - How to Win with Community-driven Events

    If you're a B2B healthcare marketer wondering whether your trade show budget is actually buying you anything real, this episode is for you. I sit down with Megan Antonelli, Founder and CEO of HealthIMPACT, to kick off a two-part series I'm calling The Intimacy Shift, a look at why healthcare technology marketers are pulling money out of massive trade shows and putting it into smaller, curated, community-driven events instead. Megan has spent over a decade building the kind of room that CIOs, CMIOs, and CFOs will actually fly across the country for, and in this conversation she breaks down exactly how she does it. We also get into a question a lot of marketers are asking right now: as AI makes it easier for buyers to research quietly and stay invisible longer in the funnel, does that make in-person events more important, not less? Megan's answer, and her closing advice on where to start if you're rethinking your own event strategy, is worth the listen on its own. If your team is questioning whether to keep writing checks for booth space at the next big trade show, start here. Key Topics Covered “(00:00)” Introduction“(03:15)” Pivoting to virtual during the pandemic“(04:00)” Defining "operators" in healthcare“(04:45)” Megan's path through Informa and IIR“(05:15)” The shift from conferences to trade shows“(06:45)” Making the leap from corporate security to founding her own business“(09:00)” The real mechanism for curating the right room“(11:00)” Sponsor break: Health Launchpad“(12:00)” Why getting executives to show up is harder than it looks“(13:45)” Why Megan is proud to be "pay to play" “(16:00)” How marketing, sales, and healthcare leads each measure event success differently“(18:15)” Why content has to earn six hours of a C-suite executive's time“(21:45)” The shift from CIOs chasing "innovator" status to prioritizing being "responsible"“(23:00)” AI adoption, the growing dark funnel, and why events matter more for validation“(24:15)” Peer validation and word of mouth as the real decision driver“(26:00)” Why executives give up three or four days to travel“(27:15)” Megan's closing advice“(28:15)” Adam's five takeawaysIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    Curated Not Crowded - How to Win with Community-driven Events

  3. Jul 13

    How AI Aligned Marketing and Sales in Seven Months

    If you have ever felt like your marketing and sales teams are speaking two different languages, or that your best customer stories are locked away in someone's inbox instead of helping close deals, this episode is for you. I sat down with Jennifer Lazarz, Director of Marketing at Medical Informatics Corp, the company behind the SickBay Clinical Platform. In just seven months, Jennifer's team went from siloed content and frustrated salespeople to a three-pronged AI infrastructure that has fundamentally changed how marketing and sales work together.  We get into the details of how she trained her team on generative AI tools, how she built consolidated document libraries in NotebookLM so salespeople stop chasing down information, and how she put FDA compliance guardrails in place so that everything the AI generates stays within the lines.  If you are trying to figure out how to get your sales team to actually use AI tools, or how to break down the walls between departments that are supposed to be rowing in the same direction, you are going to get a lot out of this one. Key Topics Covered "(00:00)" Introduction"(04:00)" Defining sales enablement"(06:00)" Where marketing's responsibility ends and sales' begins"(08:00)" The biggest friction point before AI"(11:00)" The three pronged AI approach"(12:00)" Training the LLMs"(15:00)" Building the document library, version control, and permissions"(17:00)" Adam's aside on Health Launchpad's own AI infrastructure journey and the Orchestrator"(20:00)" Training the people"(25:00)" How salespeople are embracing the tools and reclaiming their own narratives"(28:00)" The Gamma and ChatGPT workflow for building presentations efficiently"(31:00)" Guardrails in action"(33:00)" The multi-stage approval process"(35:00)" How the marketing and sales relationship has evolved"(37:00)" The biggest misconception in AI adoption"(40:00)" Adam's five key takeawaysIf this conversation sparked ideas about how AI-enabling your marketing and sales operation could make a real impact on your team, check out our AI enablement services. We help healthtech marketing teams move from scattered content and disconnected workflows to the kind of aligned, AI-powered operation Jennifer described in this episode. If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    How AI Aligned Marketing and Sales in Seven Months

  4. Jul 6

    The State of Healthtech Marketing - Mid-Year Check-in

    Over the last month, I have spoken with more than 30 health tech marketing leaders who are part of the Healthtech Marketing Network. I wanted to hear firsthand from them about how the first half of the year has gone and how they're feeling about the rest of 2026. I was surprised by what I heard. In this episode, I sit down with my colleague Mark Erwich, Chief Strategy Officer at Health Launchpad, to discuss what we learned. We get into what happened in the first half of the year versus what people expected, and why almost nobody feels comfortable heading into the second half. One thing that stood out was that success is uneven. Some companies are doing better than others, and we unpack why. We also cover some real shifts in the buying process this year: How the C-Suite is getting more involved, how expectations are changing, and changes in buying committee dynamics. If you want a genuinely candid, no slides, no frameworks read on where healthtech marketing stands right now, this is the episode for you. Key Topics Covered: "(00:00)" – Introduction"(01:00)" – One word to describe H1: change"(03:00)" – Mark's take: positive policy and funding shifts"(05:00)" – Where healthcare tech spending is actually shifting"(06:00)" – Headwinds: Medicaid uncertainty, ROI scrutiny, Epic's expanding footprint"(09:00)" – The bifurcating "(or trifurcating)" market"(12:00)" – Three shifts in the buying process"(14:00)" – The dynamic buying committee concept and champion enablement"(17:30)" – AI maturity self-assessment: most teams landing at four to five out of ten"(18:00)" – AI-driven lead scoring"(19:00)" – Mark's perspective on tracking 100+ AI marketing use cases"(21:00)" – The AI volume paradox: more efficient tools, harder workloads"(22:00)" – Health Launchpad's GTM strategy offer for H2 planning"(23:00)" – The direct mail renaissance"(25:00)" – Brand awareness at scale"(27:00)" – Turning happy clients into brand ambassadors"(28:00)" – LLM optimization and the debate over signal capture versus unique content"(32:00)" – Reflections on differentiation across competitors this year"(33:00)" – Mark's closing advice: pick one thing and do it well"(34:00)" – Adam's five takeaways and episode wrap-up If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    The State of Healthtech Marketing - Mid-Year Check-in

  5. Jun 29

    How Peer-Reviewed Evidence Drives AI Discoverability

    If a potential buyer asked an AI chatbot which companies are leading in your space, would your company come up? And if it did, would the answer be positive? In this episode, I sit down with Paul Wicks, Founder and Chief Evidence Officer of ProofStack Health, and my colleague Mark Erwich, Chief Strategy Officer of Health Launchpad, to dig into an underappreciated aspect of B2B health tech: the power of hard evidence. Not case studies. Not testimonials. Published, peer-reviewed proof. Paul brings a fascinating backstory to this conversation. A neuropsychologist by training, he spent years in academic research and then at PatientsLikeMe, where he helped publish over 110 peer-reviewed papers proving that patient-generated data could stand up to the highest standards of scientific scrutiny. That journey became the foundation for ProofStack Health, which has now helped more than 50 companies publish over 200 peer-reviewed papers. What makes this episode especially timely is the connection between evidence strategy and the way buyers are now researching vendors. Buyers are increasingly turning to ChatGPT, Claude, and Perplexity instead of Google, and those tools weight peer-reviewed scientific evidence heavily. Paul walks us through exactly how that works, including a remarkable case study on Ada Health, a company that consistently surfaces in AI search results as the best-evidenced AI symptom checker in the market. He also explains why the process of building an evidence base does not have to take years, and how conference abstracts can serve as a practical, fast-moving starting point. Mark brings the marketer's perspective throughout, drawing on his own experience co-authoring scientific papers and connecting Paul's framework to real-world content strategy, sales enablement, and trade show programs. If you are wondering how to get your company found when buyers are no longer Googling, this is an episode worth your full attention. Key Topics Covered "(00:00:00)" Introduction"(00:03:30)" Paul's background"(00:07:00)" The founding of ProofStack Health"(00:09:00)" What ProofStack does"(00:13:00)" The Ada Health case study"(00:15:00)" Mark's reaction"(00:17:30)" The shift in buyer behavior"(00:18:30)" How LLMs weigh evidence"(00:23:00)" Health Launchpad's AI optimization practice and how to get cited by LLMs"(00:24:00)" Open access and discoverability"(00:27:00)" How ProofStack structures an evidence roadmap"(00:29:00)" Mark on putting evidence to work in marketing"(00:32:00)" The importance of plain-language titles"(00:34:00)" Signals of trust"(00:35:00)" Paul's closing takeaway"(00:37:00)" Mark's closing takeaway"(00:38:30)" Adam's five key takeaways from the conversationIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    How Peer-Reviewed Evidence Drives AI Discoverability

  6. Jun 22

    How to Build Pipeline With Podcasts

    I have wanted to do this episode for a long time. One of the questions I often hear most healthtech marketers is whether starting a podcast is actually worth it. And if you already have one, are you thinking about it the right way? I brought on two guests who have built one of the most distinctive shows in healthtech together: Ed Gaudet, CEO and Founder of Censinet, and his brother Mark Gaudet, Director of Market Development at Censinet and the host of their podcast, Risk Never Sleeps, which just hit 200 episodes. This conversation gets past the usual "build your brand" rationale for podcasting and into the real, honest story of what it actually takes and what it actually delivers. Ed and Mark talk about the grind of those first six months, why most podcasts never make it past 25 episodes, and how Risk Never Sleeps has become a genuine source of pipeline for Censinet. I share my own experience too, including how syndication 5X'd our reach and how listeners have turned into real business conversations. There is also a moment in this episode where Ed shares a story about a message he received from the wife of a guest who had passed away. I will let him tell it, but it is a reminder of why this work matters beyond the metrics. If you are weighing whether to start a podcast or wondering why your current one is not quite working yet, this episode is for you. Key Topics: "(00:00:00)" Introduction"(00:03:00)" Background on Censinet"(00:04:30)" How Risk Never Sleeps got started"(00:05:45)" The philosophy behind the show"(00:06:15)" Guest mix on Risk Never Sleeps"(00:07:45)" The business value of podcasting for Censinet"(00:09:00)" Nearly quitting the HealthTech Marketing Show multiple times"(00:10:00)" How syndication with Healthcare Now Radio 5X'd the show's reach"(00:11:00)" Ed shares a story about a message from a listener's widow"(00:13:30)" Where Risk Never Sleeps is headed next"(00:14:00)" Improving show quality"(00:16:45)" Health Launchpad sponsor message"(00:17:15)" Advice for anyone considering starting a podcast"(00:18:30)" Learning the craft of interviewing"(00:19:00)" Four key takeawaysIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    How to Build Pipeline With Podcasts

  7. Jun 15

    "Websites will die?" The shift to low volume, high intent is just the start...

    Something fundamental has changed in how health tech buyers do research — and if you're watching your website traffic decline, you might be misreading what it actually means. In this episode, I sit down with Suyog Deshpande, Founder and CEO of Webless AI, to dig into one of the most consequential shifts in B2B buyer behavior in a generation. Will websites die? Probably not but something big is happening. Here's what's actually happening: your buyers haven't stopped doing research. They've moved it upstream — to ChatGPT, Claude, Perplexity, and Gemini. They're building their shortlists there, forming their preferences there, all before they ever land on your website. By the time they show up, they're not browsing. They're validating. Suyog calls this the low volume, high intent era, and it completely reframes the traffic problem. This matters enormously for health tech vendors. Healthcare buying cycles run nine months or more, and around 75% of buyers go with the first vendor they contact after that research phase. If you're not on the shortlist before the process starts, your odds of winning are close to zero. The battle is won long before sales gets involved. We also get into something I find genuinely underused: the first-party intent data sitting on your own website. The queries visitors type into your site search aren't keywords anymore — they're prompts, often 100 to 200 words long, and they tell you exactly what content to create to get cited by AI engines. Full disclosure: we use Webless at healthlaunchpad.com and it's one of the most useful things we've implemented in the past year. We've lived the traffic dip, made the pivot, and we're now seeing inbound opportunities increase even as overall volume has flattened out. If you're wrestling with declining traffic or trying to figure out what AEO actually means in practice, this episode will give you a clear framework for what your website is really for in the age of AI search. Key Topics: "(00:00:00)" Introduction "(00:05:30)" Why Websites Were Built for Google, Not Buyers "(00:07:00)" Will Websites Go Away? "(00:09:00)" AI Search Engines as the New Top of Funnel "(00:10:30)" Unpacking Low Volume, High Intent "(00:12:00)" The Shortlist Problem in Healthcare Buying "(00:15:30)" How Webless Helps Brands Surface in AI Search "(00:18:00)" Sponsor Break: Health Launchpad AIO Audit "(00:19:30)" Prompts, Not Keywords: The New Content Challenge "(00:21:00)" What Webless Actually Is on Your Website "(00:23:00)" Content Strategy vs. Measurement for AEO "(00:24:30)" Real Results: Traffic Down, Inbound Opportunities Up "(00:26:00)" Where to Find Webless AI and Closing "(00:27:00)" Four Takeaways If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    "Websites will die?" The shift to low volume, high intent is just the start...

  8. Jun 8

    Why Medtech Commercial Strategies Stall and How to Fix Them

    One of the most common and costly mistakes in medtech commercialization is confusing clinical buy-in with commercial buy-in.  A surgeon who loves your device, peer-reviewed data supporting it, and a field rep with a 20-year relationship can all be in place, and the deal can still stall out completely. Why? Because the doctor is not the buyer. I sit down with Todd Laderach, a medtech commercial strategy veteran with over two decades of experience across sales, marketing, and go-to-market leadership. Todd now runs his own firm helping device companies get life-saving products off the shelf and into the hands of clinicians, and he brings a clarity to the commercial realities of medical device selling that I think will resonate well beyond the device world. We dig into why clinical validation is necessary but not sufficient, how to map a hospital buying committee and figure out who actually holds the yes, and how to arm your clinical champion to sell internally to stakeholders you will likely never get in front of directly. We also get into where commercial revenue gets stuck in mid to large device companies, how ABM applies in a world of complex IDN accounts, and where AI is genuinely moving the needle on account prioritization versus where it is mostly hype. If you work in medtech or want to better understand the device commercial landscape, this one is worth your time. Key Topics: "(00:00:00)" Introduction"(00:03:00)" Todd's background"(00:04:00)" The biggest shift in go-to-market"(00:05:00)" Why "the doctor said he'd use it tomorrow" is one of the most dangerous things to hear"(00:06:00)" Linking clinical benefit to economic outcome"(00:07:00)" Following the money"(00:08:00)" Arming the clinical champion"(00:09:00)" Anatomy of a hospital buying committee"(00:10:00)" Journey mapping stakeholders"(00:11:00)" Best practices for gathering actionable insights from sales teams and market research"(00:12:00)" ABM in med devices"(00:13:00)" The critical role of sales and marketing alignment"(00:15:00)" Is the field-rep-dominant model still fit for purpose? "(00:17:00)" Where commercial revenue actually gets stuck"(00:18:00)" Account prioritization"(00:19:00)" Breadth versus depth"(00:21:00)" AI in medtech commercialization"(00:22:00)" Using AI to make existing data actionable"(00:24:00)" Unlocking non-traditional data sources"(00:25:00)" What separates companies getting commercial strategy right"(00:26:00)" Four key takeaways from the conversationIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

    Why Medtech Commercial Strategies Stall and How to Fix Them
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About

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Show to learn from the experts. Each episode features an experienced healthcare technology marketing leader who shares tips, insights, and how-to’s on a specific topic. Episodes include ABM, brand strategy, digital and content marketing, and more. The series is presented by Adam Turinas, a marketing veteran and health tech entrepreneur. The show is presented by Health Launchpad in partnership with Healthcare NOW Radio. 640646

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