When I started my health tech marketing podcast, Mission Marketing, I went in expecting to learn from brilliant marketers. I thought I would learn about conversion tactics and messaging strategies, how to figure out exactly who a digital health startup’s target customer was and how to generate leads fast.
While I have learned some really cool marketing lessons, the takeaway that I did not expect to learn on just about every episode was just how important relationships are. Perhaps more foundational to your inbound marketing than killer landing pages and optimized blog posts is how strong your relationships are.
Yes, strategy matters. Yes, funding matters. Yes, closing deals matters. But I’ve come to believe that if you have not worked to develop strong relationships in the healthcare industry and outside of it, your startup will struggle.
With that in mind, I’m creating a list of some incredible people I met through podcast so you can have all of their info in one place. These people in particular are experts in marketing, growth, and business planning. Listen to them.
I’ll link to all the places you can follow them online – hope you can learn as much from them as I have.
Janae Sharp, Founder of Sharp Index and Health IT marketing expert
Janae can help you develop a go-to market strategy for your health IT startup, however, her industry knowledge is much deeper. She founded Sharp Index, a nonprofit that fights physician suicide and burnout, because of a personal loss of her own. She understands much of what physicians face and can help you know if your product can (or can’t) help clinicians – one of the most important factors health IT companies need to consider.
Colin Hung, CMO and editor at HealthcareScene.com
If you want someone to explain the numbers behind marketing in a simple, straightforward way, Colin is your guy. He came on Mission Marketing a while back to share his formula for discovering your total addressable market. If those words – total addressable market – sound scary to you, they shouldn’t. Colin makesthis and discovering exactly who you need to reach incredibly simple, so simple in fact, you’ll wonder why you didn’t think of it first.
John Lynn, Founder of HealthcareScene.com and HITMC
Any foray into the world of health IT and it won’t be long before you come across John Lynn. As one of the early experts and bloggers on EHR and EMR, he has created valuable resources for anyone in this space. He also started the Health IT Marketing Conference (HITMC), THE conference for health tech companies to discover how to market better. HITMC is coming up in about 2 weeks, and last I checked registration was still open, so get in while you still can!
Scott Collins, President at Aria Marketing
Scott came on my podcast to talk about public relations, something don’t know a ton about, so I was excited to hear what he had to say. While he gave some great PR advice that is simple to follow for any startup, he was probably the guest where I first began to see the relationship theme weaving its way through my podcast. Relationships matter. Treat people like humans, whether it’s the news media, customers, or investors.
Chris Slocumb, CEO and founder of Clarity Quest Marketing
When Chris came on Mission Marketing near the beginning of the podcast, we talked about growth hacking for health tech startups. The biggest thing I remember about our interview is how to overcome complex and long buying processes in healthcare and hospitals by targeting multiple people in an organization. If you only target one person, if they move on, you’ve lost your champion within the company and you have to start all over again. This was a great episode and Chris’s knowledge of the industry and what it takes to win runs deep.
Dwight French, Health Tech Business Development and Growth Expert
Dwight and I worked on a project together and have been friends ever since. If you need to learn about healthcare, this is the guy to go to. If he doesn’t know the answer, he knows someone who does. He spent decades working in healthcare enterprises and startups and now takes what he learned and turns it into business development and growth strategies for digital health companies.
Michelle Boucher, BusinessBreakthrough CEO and co-founder of HITMC
Michelle had so much amazing advice to give, she got not one but two episodes of Mission Marketing! (one this week, one next week) As a person who loves a good plan but struggles to put it into place, listening to Michelle share how to create a business plan was on point. If you are struggling to figure out what’s next for your health IT startup or how to be strategic as you plan for coming months and years, Michelle is the person to go to.
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WHO IS WHITNEY?
Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.
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