The Healthtech Marketing Show

Adam Turinas
  • 5.0 (8)
  • TECHNOLOGY
  • UPDATED BIWEEKLY

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 HIMSS and Healthcare NOW Radio.

  1. AI-Enabled Growth - Execution and Acceleration

    1D AGO

    AI-Enabled Growth - Execution and Acceleration

    In this episode, I am joined by Chris Marin, Associate VP of Digital Marketing at Inovalon, for a deep dive into how AI is moving from an experimental science project to a core piece of operational infrastructure. Chris brings a technologist's perspective to marketing and shares practical ways his team is using integrated AI systems to change how they get work done. We explore the critical distinction between automation and acceleration, focusing on how to compress the time between a market signal and an intelligent response without hitting a wall.  Chris explains how they have encoded expert best practices into agentic workflows for paid search and content diagnostics to ensure that as speed increases, quality actually goes up instead of down. We also discuss their Agentic Opportunity Scoring system, a fascinating example of tying AI and signal intelligence directly to revenue outcomes and learning loops.  This conversation is a must-listen for anyone looking to build a hybrid human AI operating model that prioritizes judgment and eliminates the "drudgery" of the boring stuff. Key Topics Covered "(00:00)" Introduction"(04:00)" Defining execution versus acceleration in the healthcare sales cycle"(05:00)" Moving AI from a science project to core operational infrastructure"(06:00)" The difference between simple automation and intelligent acceleration"(07:00)" Deep dive into agentic workflows for paid search and competitive intel"(11:00)" Using AI diagnostics to evaluate content "punchiness" and persona alignment"(14:00)" Standardizing brand voice with a "knowledge block library""(15:00)" The Agentic Opportunity Scoring system and tying AI to revenue"(18:00)" Establishing guardrails and governance in AI systems"(19:00)" The three strands of orchestration: Humans, AI, and Deterministic Code"(20:00)" Lessons learned from testing AI SDRs for outbound and inbound"(23:00)" The concept of AI as a brilliant but supervised "entry level team member""(25:00)" The future of the hybrid human AI operating model"(27:00)" Final takeawaysCheck out the previous episodes in our AI Pipeline Series: The AI Pipeline Growth GapAI and Signal IntelligenceOrchestration – The Decision Layer of AI GrowthIf 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.

    31 min
  2. How to Create Memorable Trade Show Experiences in Healthcare

    FEB 23

    How to Create Memorable Trade Show Experiences in Healthcare

    In this episode of The HealthTech Marketing Show, I am joined by two of my colleagues from Health Launchpad, Design Lead Pepper Fee and Account Director Amy Hamilton. Both Amy and Pepper bring decades of experience in healthcare IT marketing and design to the table, having managed everything from massive trade show booths for global corporations to high-impact activations for startups. We discuss why the traditional obsession with lead volume often misses the mark, and how to reframe events as tools for building and growing human relationships in an increasingly digital world.  Whether you are struggling to decide if a booth theme is powerful or just a gimmick, or you want to know how to prevent your sales team from hiding behind furniture, this conversation is packed with practical advice. We also share real-world stories of what works, from live screen printing to "margarita bicycles," and discuss the critical behavior rules every booth staffer should follow. Key Topics Covered "(00:00:00)" Guest Introductions "(00:02:13)" Reframing the Goal "(00:03:02)" Defining Experiential Marketing "(00:05:46)" Logistics vs. Design "(00:06:47)" The Power and Pitfalls of Themes "(00:10:19)" The Customer Journey "(00:12:49)" Case Study: AI in Healthcare "(00:15:38)" Creative Booth Activations "(00:18:38)" Attracting and Engaging Visitors "(00:21:37)" The Swag Debate "(00:27:31)" Learning from the Giants "(00:34:38)" Common Mistakes "(00:38:24)" Booth Behavior and Coordination "(00:41:43)" What to Stop Doing 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.

    43 min
  3. Orchestration - The Decision Layer of AI Growth

    FEB 16

    Orchestration - The Decision Layer of AI Growth

    If you've been following our series on using AI to grow your pipeline, you know we've already covered how to spot early buyer signals. But here is the reality: even the most sophisticated signal detection won't build your pipeline on its own. Pipeline is built through decisions. In this episode, I'm diving into the "decision layer" of AI: Orchestration. This is where AI moves beyond just observing behavior and starts shaping how your go-to-market pipeline actually responds.  I'll walk through a realistic healthtech scenario involving a complex sale to a hospital system to show you how orchestration works in the real world. We'll discuss how AI helps you prioritize accounts based on patterns rather than intuition, routes leads with actual conditional logic, and designs responses that coordinate multiple personas without creating chaos.  This episode is about shifting your mindset from buying tools to designing an AI-assisted decision system. Key Topics Covered "(00:00:00)" Introduction "(00:01:01)" Review of the AI Pipeline series  "(00:02:00)" Defining Orchestration "(00:03:00)" A Real-World Scenario "(00:04:00)" Layering Tools "(00:05:00)" The First Layer "(00:07:01)" The Second Layer "(00:08:48)" Budget-Friendly Orchestration "(00:09:58)" The Third Layer "(00:11:01)" Aligning Messaging "(00:11:51)" Why Orchestration Fails "(00:12:30)" Advice for CMOs "(00:13:00)" Preview of the next 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.

    15 min
  4. Surviving and Thriving in 2026

    FEB 9

    Surviving and Thriving in 2026

    Healthcare marketers are having to navigate massive shifts across the industry, including shrinking ROI timelines and increasingly complex buyer committees.  In this episode, I'm joined by my two colleagues and fellow Health Launchpad principals, Mark Erwich and Matthew Piette, for a conversation about what it means to be a marketing leader in healthcare right now.  We explore how the industry is moving from the traditional triple aim toward what we call the quintuple squeeze, where providers face intense pressure from regulatory changes, margin constraints, and severe staffing shortages. We provide a deep dive into how both health tech and biotech firms can adapt their strategies to remain defensible in front of CFOs. We also share our perspectives on the practical use of AI as an efficiency tool and why focusing on risk reduction may be more important than selling growth in the coming year. Key Topics Covered "(00:00:00) Introduction" "(00:09:00) Big Drivers in Healthcare Technology" "(00:13:00) The Quintuple Squeeze" "(00:15:00) Challenges in Biotech and Life Sciences" "(00:16:00) Pressure on Marketing Leaders" "(00:17:00) Shortened Planning Horizons" "(00:19:00) Biotech Marketing Constraints" "(00:21:00) AI: Friend or Foe?" "(00:26:00) Impact on Marketing Budgets" "(00:30:00) Justifying Your Marketing Budget" "(00:34:00) Stop Doing This to Survive" "(00:37:00) Five Key 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.

    40 min
  5. AI and Signal Intelligence

    FEB 2

    AI and Signal Intelligence

    While most of us are already using AI for research and content creation, very few healthcare marketing teams have figured out how to use it to drive measurable top-line revenue.  In this episode, I dive into the critical first pillar of using AI to grow your pipeline: signal intelligence. I explain why interpreting patterns of behavior across entire accounts is far more valuable than simple lead scoring or tracking individual clicks. This episode will help you understand how to detect meaningful buyer behavior earlier in the process. This is especially vital in the healthcare industry, where sales cycles often stretch to 13 or even 24 months and involve dozens of stakeholders.  I also share practical ways to use AI for pattern recognition and weak signal interpretation, even if you do not have a massive budget for enterprise platforms. Key Topics: "(00:00)" - Introduction "(01:00)" - The challenge "(02:47)" - Defining signal intelligence "(03:45) - The three layers of signal intelligence "(05:39) - Why early detection is critical "(09:44) - Four primary use cases for AI "(12:44) - Exploring Tiga AI and social engagement signals "(15:15) - How established platforms detect intent at scale "(18:18) - Using AI tools for strategy "(20:45)" - Identifying longitudinal patterns 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. Companies & Platforms Mentioned (with URLs) Media / Networks Healthcare Now Radio https://www.healthcarenowradio.com Intent, Signal Intelligence & ABM Platforms Demandbase https://www.demandbase.com 6sense https://6sense.com Bombora https://bombora.com ZoomInfo https://www.zoominfo.com Factors AI https://www.factors.ai Website Visitor Identification / Tracking Vector https://www.vector.co RB2B https://www.rb2b.com Get Squidhttps://getsquid.ai/  Virtual Visitorhttps://www.visualvisitor.com/  Social & Signal Detection Tools Tiga AI https://www.tiga.ai LinkedIn https://www.linkedin.com Marketing Automation & CRM HubSpot https://www.hubspot.com HubSpot Breeze (HubSpot’s AI / intelligence layer)https://www.hubspot.com/products/artificial-intelligence  AI / GenAI Platforms ChatGPT (OpenAI): https://chat.openai.com Google Gemini: https://gemini.google.com/  Claude (Anthropic): https://www.anthropic.com/claude Microsoft Copilot: https://www.microsoft.com/copilot Healthcare / Industry Orgs & Companies HIMSS: https://www.himss.org Inovalon: https://www.inovalon.com Caregility: https://caregility.com/ Productivity / AI Utilities Whisper Flow https://www.whisperflow.ai Previous Episodes Nick Panayi https://open.spotify.com/episode/0rxPdzByXBjNsIKvNBhnck?si=TsQ68QEGT1WSEZjjzoGkmA  Kelly McDermott – ABM Story https://open.spotify.com/episode/2QTrvyWVA6W6vJcCmDdvQd?si=ORU62SX7TPiU_Ke5vUE5HQ

    27 min
  6. Right-Sized ABM with Brianna Miller

    JAN 26

    Right-Sized ABM with Brianna Miller

    Does ABM have to be complicated and expensive? Brianna Miller doesn’t think so, and she will tell you why. In this episode, I sit down with Brianna Miller, the Director of Demand Generation at Cohere Health, to tackle one of my favorite subjects, Account-Based Marketing (ABM). We discuss why ABM does not have to be a massive investment in time and dollars. Brianna shares her "right-sized" approach to ABM, explaining how to use one-to-few strategies instead of just one-to-one and how to build resource hubs that keep buyers engaged. We also dive into the critical importance of sales alignment and how AI tools like Jasper and HubSpot Breeze fit into the mix.  If you are looking for practical ways to implement ABM without over-engineering it, you will want to listen to this conversation. Key Topics Covered "(00:00)" Introduction"(05:30)" Common misconceptions about ABM"(08:20)" How to avoid over-engineering ABM"(14:22)" Defining "Right-sized ABM" and finding the right tools"(16:20)" The necessity of sales and marketing alignment"(19:00)" How to report engagement data"(26:00)" Viewing ABM as an orchestrator of multichannel tactics"(28:00)" Tracking buyer journey stages"(30:10)" The role of AI in ABM"(33:00)" Don’t forget the basicsIf 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.

    37 min
  7. The AI Pipeline Growth Gap

    JAN 19

    The AI Pipeline Growth Gap

    In this episode, I am kicking off a new series with a simple warning: mind the gap. Specifically, I am addressing the AI Pipeline Growth Gap, which is the massive disconnect between using AI for tactical content creation and using it to actually generate revenue.  While recent surveys show that over 93% of healthtech marketers are using AI, less than 10% have a strategic roadmap for how it will impact their pipeline. In this episode, I introduce a four-pillar framework designed to help you bridge that gap.  We move past the tactical efficiency use cases to explore how Signal Intelligence, Orchestration, Execution, and Governance can transform your marketing from a cost center into a revenue engine. If you are feeling pressure from leadership to show real ROI from your AI tools, this series will give you the actionable roadmap you need. Key Topics: "(00:00:00)" Introduction "(00:01:30)" AI adoption for content versus pipeline impact "(00:02:52)" Key statistics "(00:04:20)" What the C-Suite actually expects "(00:08:00)" The Four Pillars Framework for AI pipeline growth "(00:12:30)" Pillar 1: Signal Intelligence and detecting intent decay "(00:15:28)" Pillar 2: Orchestration and dynamic routing "(00:17:30)" Pillar 3: Execution and Acceleration "(00:19:54)" Pillar 4: Governance and Learning to scale  "(00:22:00)" Overview of the upcoming seven-part series roadmap 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.

    21 min
  8. Is Sponsored Media as Trusted as Earned Media?

    JAN 12

    Is Sponsored Media as Trusted as Earned Media?

    I am thrilled to welcome John Lynn, Founder and Chief Editor of Healthcare IT Today, back to the show to discuss the significant evolution of sponsored content in our industry. In this episode, we explore how the market has shifted away from simple display advertising toward educational storytelling that builds genuine trust with buyers.  John offers a behind the scenes look at why sponsored content often outperforms editorial pieces in terms of engagement and explains that vendors are ultimately paying for priority, collaboration, and distribution rather than just a sales pitch.  If you are looking to understand how to leverage paid media to educate your audience and build lasting relationships, especially as we head into a year focused on trust, you will find immense value in John's insights. Key Topics Covered: "(00:00:00)" – Introduction "(00:01:53)" – The evolution from banner ads to educational sponsored content "(00:04:33)" – What you are actually paying for: Priority, collaboration, and distribution "(00:07:09)" – Why sponsored content often sees higher consumption metrics than editorial content "(00:09:22)" – How publishers collaborate with brands to reduce sales pitches and increase value "(00:11:09)" – Emerging models for sponsored assets and lead generation "(00:16:44)" – Popular formats for sponsorship including video, articles, and dinners "(00:26:50)" – The rising importance of trust and in person connection in the age of AI "(00:30:57)" – Strategic advice for 2026: Using this time to educate and build relationships 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.

    39 min
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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 HIMSS and Healthcare NOW Radio.

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