Studio CMO exists to accelerate the transformation of healthcare. We help HealthTech companies improve patient outcomes by empowering them to communicate their solution in ways that capture attention, motivate change, and speed improvements throughout the healthcare ecosystem. Produced by Golden Spiral, hosted by John Farkas, and co-hosted by Anna Grimes and Mark Whitlock. Listen weekly for interviews with CMOs and executives from HealthTech, vendors who build our tech stacks, and healthcare providers, systems, and payers.
Integrating B2B and B2C Marketing under Your HealthTech Roof
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
The Anatomy of a Powerhouse Marketing Team
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 S
How Collaboration Changed HIMSS21 for Innovaccer
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
User Experience Must Begin with the User
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.
Building a Culture of Security within Healthcare
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.
About Our Guest Tony Anscombe is the Chief Security Evangelist for ESET. With over 20 years of security industry experience, Anscombe is an established author, blogger and speaker on the current threat landscape, security technologies and products, data protection, privacy and trust, and Internet safety. His speaking portfolio includes industry conferences RSA, CTIA, MEF, Gartner Risk and Security, and the Child Internet Safety Summit (CIS). He is regularly quoted in security, technology and business media, including BBC, The Guardian, the New York Times, and USA Today, with broadcast appearances on Bloomberg, BBC, CTV, KRON and CBS.
The healthcare industry is very good at preventative medicine for their patients. Paying cybercriminals is not preventative because it's funding and resourcing bad actors for the very next attack. —Tony Anscombe, ESET [gravityform id="8" title="true" description="true"]
Three Steps to Building a Culture of Security at Your HealthTech Company Don’t leave security to the IT technicians. Build it into your marketing messaging and automation. Healthcare providers—whether attacked or not—are chilled every time they consider a new solution to add to their digital mix. They worry if the new application will become a door that can be breached by bad actors putting millions of dollars and patient trust on the line. Don’t miss that hurdle in the customer journey you and your sales department are creating for potential clients. You can set yourself apart by taking these three steps.
Start with You Michael Jackson famously sang, “I’m starting with the man in the mirror.” You need to start with your own company. How well do you handle sensitive data to prevent loss, a breach, or corporate espionage? Start with you. Make sure your company data is locked away. Give your IT team freedom to look at cybersecurity tools and stay on the cutting edge. Build upgrades into your budget so you can be more nimble. How carefully do you handle your own customer data? With the onset of GDPR and CCPA, many companies wrestled with their customer data plans, their email lists, and more. However, a large number of SaaS companies, especially start-ups and those in the US but outside of California, didn’t upgrade their websites and systems because they didn’t meet the threshold requirements. If you’re going to be an unbreakable link in the chain for your customers, build that strength now. Systems and procedures are not enough to protect your customers’ sensitive data. Every person who works at your company (plus any freelancers) need to keep the value front and center in all that they do. Imagine if you went inside for a banking transaction and could see another customer’s information on the screen or could easily look on the teller side of the counter and see account numbers, names, and balances. You would feel like you were banking at a careless institution. Work with your entire team to raise the standard of protection so they each feel responsible. Call it security collaboration. You may even want to create some internal marketing for the standard so that everyone feels part of something bigger than themselves. (For more, listen at 14:00 and following and 27:00 and following.) When you create your next product, don’t wait till after you’ve developed it to add security features. Start with cybersecurity. Build your product in an environment of security. (Listen
Build Better HealthTech Webinars
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.
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.
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 g
The hosts of the podcast highlights all aspects of health tech and more in this can’t miss show! The hosts and expert guests offer insightful advice and information that is helpful to anyone that listens!
John, host of the Studio CMO podcast, highlights all aspects of technology, marketing and more in this can’t miss podcast! The host and expert guests offer insightful advice and information that is helpful to anyone that listens!
Looking forward to hearing more!