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Summary On this episode of Healthcare Market Matrix, host John Farkas delves into the pressing challenges facing healthcare Chief Financial Officers (CFOs) with esteemed guests Todd Nelson, a former hospital CFO and current Director of Partner Relationships at Healthcare Financial Management Association (HFMA), and Trish Rivard, founder of Eliciting Insights. The episode is anchored on findings from HFMA's comprehensive 2024 study, which surveyed one hundred and thirty-five CFOs from one hundred and thirty-two health systems, exploring economic constraints, margin pressures, and emerging trends in healthcare finance. A staggering forty-seven percent of CFOs identified supply chain issues as a primary margin pressure, while escalating costs in pharmaceuticals and medical devices were noted as significant challenges by eighty-six percent and seventy-three percent, respectively. There's a delicate balance between innovation and cost efficiency, especially when clinician familiarity with products and physician malpractice insurance comes into play. The ongoing labor shortage, particularly in nursing, exacerbates these challenges, pushing health systems to adopt strategies like outsourcing and wage increases to retain staff. Cybersecurity, though less pressing than supply chain issues, has seen a fifty percent uptick in spending, further amplified by a major vendor data breach. While the potential of AI in healthcare elicits mixed reactions—split equally among those expecting cost reductions, increases, or no change at all—only eight percent of health systems feel ready for AI integration. Vendors are urged to educate health systems on AI implementation and governance for sustainable partnerships. The episode also sheds light on the pandemic's lasting impact on labor costs, with ninety-six percent of CFOs citing labor as a major concern, and a whopping ninety-nine percent highlighting nursing worries specifically due to contract labor costs. Reimbursement complexities and payer denials, particularly with Medicare Advantage plans, are other significant pain points. Effective vendor relationships and tailored solutions are emphasized as crucial for navigating these multifaceted challenges. Ultimately, the dialogue underscores the importance of understanding and addressing CFOs' specific pain points for building trust and driving effective, long-term partnerships in the healthcare sector.   Show Notes (6:12) Understanding CFO Pain Points (17:42) How Remote Works Increases Competition for IT Talent (29:22) Entangling Patient Care Decisions with Automated Denials (35:40) Assessing R&D Cost Value in Healthcare (45:05) Prioritizing Automation and Cybersecurity over AI (1:01:24) Building Trust with CFOs to Pitch Health Tech Solutions   Links John Farkas Ratio Spencer Honeyman Trish Rivard Eliciting Insights Todd Nelson Healthcare Financial Management Association (HFMA)

In this episode of Healthcare Market Matrix, John Farkas sits down with Christopher McCord, a renowned healthcare technology innovator and Managing Director at Healthcare Growth Partners. McCord delves into the transformative role of data analytics in modern healthcare, highlighting its potential to revolutionize patient outcomes and operational efficiency. The discussion kicks off with McCord's insights on how advanced data analytics can drive personalized medicine, improve diagnostic accuracy, and streamline healthcare processes. He shares his experiences with implementing cutting-edge analytics tools and the tangible benefits they have brought to Healthcare Growth Partners' projects. McCord also explores the challenges of integrating large datasets from diverse sources and the importance of fostering collaboration between technology developers and healthcare providers. His expertise sheds light on the delicate balance between harnessing the power of big data and ensuring patient privacy and data security. Listeners can expect a deep dive into the current trends in healthcare data analytics, real-world examples of successful implementations, and practical advice for navigating the complexities of this rapidly evolving field. This episode offers invaluable insights for professionals interested in leveraging data to enhance healthcare delivery and achieve better patient outcomes. Show Notes [02:29] - Unpacking the Health IT Market Review [03:50] - The Long Tail of COVID-19 Impact [07:24] -  Epic's Market Dominance and Its Implications [10:21] - Navigating the Financial Challenges in Healthcare IT [15:57] - Profiles of Companies in the Middle Tier [21:17] - The Surge in Buyout Activity [25:39] - The Role of AI in Healthcare IT [27:18] - The Innovation Divide [31:33] - Beyond Technology: The Epic Example [38:36] - The Changing Dynamics of Health IT Investments [46:07] - Regulatory Impacts on Innovation [53:04] - The Social Responsibility Debate [56:57] - Recommendations for Health Tech and Investors  

In this episode of the Healthcare Market Matrix, John Farkas kicks things off with a conversation with Dr. Neal Patel, a healthcare industry expert from Vanderbilt University Medical Center. Together, they discuss cybersecurity, interoperability, and the implementation of AI in healthcare. Dr. Patel also emphasizes the importance of understanding the capabilities and limitations of AI and the need for careful deployment.  This far-reaching and thought-provoking conversation covers Dr. Patel's long association with Vanderbilt, where he has been since 1997. During that time he has played a significant role in optimizing patient care through informatics strategies.  Patel speaks fascinatingly about the growing threat of cyber attacks in the healthcare industry and the need for organizations to assess their vulnerabilities. He also discusses the importance of having robust cybersecurity measures in place and the challenges of balancing innovation and security. This insightful conversation is sure to provide valuable perspectives for anyone interested in information management in healthcare.  

On this episode of Healthcare Market Matrix, host John Farkas is joined by Mike Mosquito, an advisory board member at Ratio and a pioneering leader in healthcare innovation and technology development. Mike shares his extensive experience with companies like McKesson and Allscripts and his role in leading innovation centers. He discusses how this background equips him to develop maturity models that enhance patient outcomes through technology. He emphasizes that healthcare technology companies must understand the specific problems they aim to solve, rather than just promoting their technologies' features. Mike also delves into the critical importance of technical and cyber infrastructure in successfully implementing new technologies within health systems. He highlights the necessity of robust governance models tailored for healthcare, addressing connectivity issues, especially in rural areas, to ensure effective technology deployment. Throughout the conversation, John and Mike explore the governance, readiness, and affordability considerations that health systems must take into account when adopting new innovations. They stress the importance of healthcare providers flawlessly executing proof of concepts to become preferred vendors, cautioning against "innovation theater" that can erode trust and resources. John and Mike also discuss the evolving responsibilities and strategic importance of Chief Innovation Officers (CIOs), highlighting the long decision-making processes and integration challenges posed by regulatory compliance and budget constraints. Show Notes (1:05) Introducing Mike Mosquito (6:48) Analyzing Innovative Solutions for Change Implementation (11:48) How to Approach Conversations about Change (16:26) Qualities of an Innovation Organization (22:37) Strategies for Catching a Health Tech CIO's Attention (25:43) Meeting Consumer Mandates of Healthcare Technology (35:31) Exploring the Need to Be Flawless (38:21) Cautions Surrounding the Idea of Innovation Theaters (41:52) Addressing the Failure of Delivering Solutions (50:02) Advice for Venturing into the Innovation Ecosystem (52:33) Closing Question  

Summary On this episode of Healthcare Market Matrix, host John Farkas sits down with Spencer Honeyman, chief commercial officer of Vi Technologies, a company using artificial intelligence to enhance the health outcomes and financial returns of healthcare organizations. John and Spencer dive into how AI-driven solutions are alleviating workloads and improving efficiency for healthcare professionals by optimizing tasks so they can prioritize patients first and foremost.  Additionally, Spencer explores AI's role in engaging high-risk populations by leveraging third-party data for comprehensive views and utilizing optimization frameworks for rapid testing in marketing, underscoring the necessity for de-identified data in marketing endeavors. This emphasizes the industry's shift towards value-based care and the strategic use of paid media for member engagement. Furthermore, Spencer explains how the implementation of AI-driven solutions can simplify time-consuming administrative tasks like appointment scheduling, claims processing, and data entry, allowing healthcare professionals the ability to focus more on quality care. Throughout the episode, Spencer outlines Vi Technologies' approach to demonstrating value by validating key performance indicators, highlights Vi Technologies' most recent report, and shares a case study of a regional behavioral health clinic utilizing targeted media to significantly reduce acquisition costs and boost conversion rates.   Show Notes (1:05) Introducing Spencer Honeyman (5:00) A Deep Dive into Vi's Recent Report (6:31) Exploring AI Opportunities in Healthcare (10:13) How AI Has Alleviated Administrative Tasks (13:32) Employing AI to Increase Patient Engagement (20:39) An AI Success Story (24:15) The Awareness vs. The Adoption of AI (32:21) Closing Question  

On this episode of Healthcare Market Matrix, host John Farkas is joined by Dr. Jennie Byrne, an advisor for healthcare innovators, like LunaJoy Health and PsychNow, and co-founder of Belong Health. Additionally, Dr. Byrne is an established author, writing two important books, Work Smart, a guide on leveraging brain and behavioral science to enhance productivity, and Moral Injury: Healing the Healers, which is shedding light on the pressing clinician crisis that's surrounding the American healthcare system.  As a board-certified psychiatrist with an MD and a PhD in neuroscience, Dr. Byrne offers a unique perspective on the biological and psychological aspects of human behavior and health. Throughout the episode, John and Dr. Byrne dive into the pervasive erosion of trust within the healthcare system among patients, practitioners, and administrators. Dr. Byrne highlights the concept of moral injury, a deeper issue that goes beyond burnout, where healthcare providers feel unable to give proper care due to systemic barriers. Today's discussion underscores the misalignment between clinicians and administration, outdated technology, and staff shortages, effectively exacerbating trust issues. Dr. Byrne advocates for technology companies to shadow healthcare providers to gain genuine insights into their challenges, promoting a culture of empathy, creative collaboration, and informed technological solutions. She also emphasizes the use of common language to bridge the gap between tech developers and clinicians, suggesting that tech companies build trust through ongoing education, peer-led learning, and active listening.   Show Notes (1:43) Introducing Dr. Jennie Byrne (4:57) About Dr. Byrne's Background and Her Writing Journey (9:56) Weighing the Fear Factors Associated with New Technology (17:37) Systemic Factors That Contribute to Moral Injury (26:36) Factors That Influence Trust (36:11) BUilding Bridges of Understanding Between Clinicians and Tech (42:05) Embracing Technology in Healthcare's Innovative World (48:49) Closing Thoughts   Links John Farkas Ratio Dr. Jennie Byrne, MD, PhD Belong Health Work Smart Moral Injury: Healing the Healers  

On this episode of Healthcare Market Matrix, host John Farkas is joined by Aaron Hillman, an Advisory Board Member at Ratio and the Sr. Director of Global Client and Industry Engagement at Philips. Aaron brings almost two decades of expertise in healthcare IT and client engagement, sharing his insights into the art and science of orchestrating successful event engagements in the healthcare industry. We explore the crucial elements that make or break event strategies, including the importance of a well-prepared longitudinal plan, securing organizational buy-in, and creating meaningful connections in the market. Additionally, Aaron shares his knowledge on early planning for major events like HIMSS and the necessities of marketing evaluation to understand the true value of these gatherings. We'll also discuss the significance of tailoring product launch strategies, utilizing consistent key performance indicators (KPIs), and fostering purposeful interactions at in-person events post-pandemic. Join us as we unravel the complexities of event marketing, from building a narrative and driving engagement to communicating effectively within and beyond your organization. Whether you're a healthcare marketer or a vendor, this episode is packed with actionable advice to help you create buzz, measure outcomes, and ultimately, build strategic partnerships that propel your organization forward.    Show Notes (1:24) Introducing Aaron Hillman (6:03) Changes in Engagement Post Pandemic (10:06) Aaron's Backstory and Journey (16:47) Prioritizing and Being Intentional with Engagement (24:21) The Challenge of Aligning Marketing and Sales (38:31) How to Approach Event Planning (42:31) Optimizing Shows for Product Launches (49:04) Closing Thoughts

On this episode of Healthcare Market Matrix, host John Farkas is joined by Trish Rivard, CEO of Eliciting Insights, a healthcare technology market research and strategy company, and Ben Reigle, CEO of Tarpon Health, a community of providers that are building their own internal automation.  Trish is an accomplished ROI-driven leader and consultant specializing in healthcare technology companies, and boasts an impressive fifteen year record of success. Her expertise lies in steering EBIDTA improvement and fostering market share growth within the healthcare and payment industries. Trish is widely trusted for her exceptional consultative skills, which she employs to prioritize IT projects, enforce ROI accountability, and streamline resource allocation to meet ambitious timelines. Drawing upon her extensive experience as a Healthcare Revenue Cycle Executive, Trish excels in helping companies position themselves for growth, and at guiding them through the process of clarifying their vision, validating market receptiveness for their goals, charting a strategic roadmap, and optimizing resources for optimal outcomes in the ever-evolving healthcare marketplace. Additionally, Ben has dedicated the majority of his career to the healthcare sector, with a significant focus on revenue cycle management over the last decade. Observing that the revenue cycle had remained unchanged for years, he embarked on a mission to challenge the conventional approach by initiating two groundbreaking projects. In November 2017, Ben launched the RCM Leaders Forum, an exclusive event designed to gather leaders in healthcare revenue cycle management for focused discussions without distractions. Furthermore, Ben has fostered a sense of community through his video podcast “My Good Friends,” which features interviews with event participants and professionals from various fields. Throughout the episode, Ben and Trish expand on the recent Change Healthcare cyber data breach, how the implications of the breach will impact the industry, and how the healthcare ecosystem as a whole will need to proceed going forward.   Show Notes (0:41) Introducing Trish Rivard and Ben Reigle (5:34) Analyzing the Recent Cyber Breach (16:18) About Change Healthcare (24:59) Impacts of the Cyber Breach (34:41) What Healthcare Marketers Need to Know about Data (38:43) Revenue Implications of the Cyber Breach (43:54) Closing Thoughts  

Welcome to the debut episode of our exciting new monthly series on the Buyer Matrix, brought to you by goratio.com! In this episode, we unveil our innovative approach to understanding and engaging with key players in the healthcare technology sector through our newly launched Buyer Directory. Join us as we delve into the intricacies of the Buyer Matrix methodology, designed to provide invaluable insights into some of the most sought-after healthcare technology buyers. Whether you're a seasoned industry professional or just starting out, this series promises to offer enlightening discussions and actionable strategies for engaging with the healthcare market. Hosted by John Farkas, alongside Jess Head, we'll explore how the Buyer Matrix℠ empowers companies to navigate the market with precision, empathy, and trust.    Show Notes (0:42) Introducing the New Monthly Series (4:54) Defining the Buyer Matrix (15:07) Effective Marketing Communication for Teams (23:49) Highlighting the Core Challenges CIOs Face (26:49) Closing Thoughts  

On this episode of Healthcare Market Matrix, host John Farkas is joined by Mark Donnigan, virtual CMO and go-to-market consultant at Growth Stage Marketing, a company that builds sustainable marketing strategies while executing go-to-market plans that yield real business results by being rooted in first principles thinking. Mark has extensive experience working alongside sales, product, operations, and finance to ensure his client's objectives are always exceeded. As an accomplished storyteller and expert content marketer, Mark believes the modern marketing function is built on the foundation of content publishing with category design, ABM, SEO, conversion rate optimization, email outreach, and paid advertising tactics. Throughout the episode, Mark shares his vast knowledge around the importance of leading with value during go-to-market efforts and analyzes a recent product launch that failed to effectively and easily convey its value proposition to its buyers, ultimately leading to its downfall.   Show Notes (1:47) Introducing Mark Donnigan and Growth Stage Marketing (10:12) Understanding Where to Start from the Nature of Go-to-Market (18:21) Leading with Value in a Constrained Healthcare Climate (31:19) Analyzing Humane AI's Recent Launch Failure (45:15) Asking Hard Questions during Go-to-Market Efforts (56:34) Closing Thoughts  

On this episode of Healthcare Market Matrix, host John Farkas is joined by Christopher McCord, Managing Director at Healthcare Growth Partners (HGP), an investment banking and strategic advisory firm exclusively focused on transformational Health IT. HGP combats breakdowns between stakeholders in the traditional banking model and our healthcare system by aligning with its clients through engagement design, client transparency, and its fundamental desire to do right by those who put their trust in them. Additionally, Healthcare Growth Partners' passion for healthcare inspires them to generate broad, overarching improvements to the functionality and sustainability of health by delivering customized guidance to select clients looking to execute high value health IT, health information services, and digital health transactions. Throughout the episode, Christopher expands on the culture of investment banking and engages in a discussion on the current healthcare market and what one can expect from it in the future.    Show Notes (1:17) Introducing Christopher McCord and Healthcare Growth Partners (18:36) Healthcare Growth Partners' Approach to Partnerships (34:44) An Analysis of the Current Market and Its Horizon (51:55) The Future of Healthcare Sectors (1:07:36) The Culture and Expectations of Investment Banking (1:13:31) Closing Thoughts  

On this episode of Healthcare Market Matrix, host John Farkas sits down with Mac Davis and Dr. Ramon Jacobs-Shaw from Belong Health where Mac serves as the VP of Digital Product and Data and Dr. Jacobs-Shaw is the Chief Clinical Officer. Belong Health delivers a more compassionate, straightforward insurance experience for Medicare-eligible individuals by partnering with regional health plans to help them launch or grow market-leading Medicare Advantage and Special Needs Plans. Additionally, Belong Health believes high-quality health care should be accessible to all, and local, regional health plans are best positioned to serve their communities as their trusted health insurance partners.Throughout the episode, Mac and Dr. Jacobs-Shaw expands on how Belong Health is doing a phenomenal job at addressing and finding solutions for care gaps in the healthtech industry.    Show Notes (1:21) Introducing Mac Davis and Dr. Ramon Jacobs-Shaw (13:01) How the Culture of Healthcare Systems Impact Consumer Transformation (22:21) Leveraging Technology to Address Care Gaps for Underserved Populations (36:48) Frustrations and Shortcomings within the HealthTech Sector (45:46) Closing Thoughts  

On this episode of Healthcare Market Matrix, host John Farkas sits down with Mitch Holdwick, Director of Consumer Transformation at Innovaccer, the number one platform for value-based care that unifies patient data across systems and care settings, and empowers healthcare organizations with scalable, modern applications that improve clinical, financial, operational, and experimental outcomes. With over fourteen years of experience with a healthcare marketing focus, Mitch has an honest approach to consumer engagement strategies and has successfully led teams working to drive volume with business and service line priorities. Throughout the episode, John and Mitch discuss how Innovaccer is unifying patient records and patient data and how Innovaccer is marketing in the health systems.   Show Notes (1:12) Introducing Mitch Holdwick and Innovaccer (8:30) The Unification of Patient Records and Patient Data (16:21) Rediscovering the Joy of Medicine (18:18) How Innovaccer is Marketing in the Health Systems (23:02) Delineating between Target Markets (31:33) Measuring Success with Proactive Engagement Strategies (37:21) Customer Relationships and Engagement Initiatives (50:15) Innovaccer's Newer Products and Offerings (54:06) Closing Thoughts  

There is a clear distinction between individuals who seek to promote themselves by advancing technology in healthcare and those that seek to move healthcare forward by advancing meaningful technology. Bill Russell, Founder & Podcast Host of This Week Health is undoubtedly the latter. Formerly the CIO for St. Joseph's Health, Bill oversaw a $6.5 billion healthcare system with sixteen hospitals, and he has contributed to IT advancements such as agile cloud development in healthcare. On this episode of Healthcare Market Matrix, Bill joins host John Farkas to discuss the unique challenges CIOs face, adopting healthtech solutions, AI's impact on healthcare, and much more. Show Notes (1:11) Introducing Bill Russell (3:29) The Unique Challenges of the CIO Role (7:29) Tips for Pitching to CIOs (13:53) What Problems Are CIOs Solving Today? (17:29) Finding New Tech Solutions through Other Health Systems (21:48) Bill on Failed Implementations (26:35) Partnering with Health Systems (28:22) Bill's Expectations for AI's Impact on Healthcare  (34:22) The Need for AI Policies in Healthcare (42:24) AI's Impact on Other Industries (45:32) Bill on Why Healthcare Needs to Integrate Quickly (48:06) Bill's Favorite Transformative Ideas in Healthcare (52:14) The Importance of Quality Leadership (57:44) Closing Thoughts   Read a transcript of this episode: https://goratio.com/podcast/the-cio-journey-from-information-to-innovation-in-modern-healthcare Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter   Links & Resources This Week Health  Health Lyrics bill@thisweekhealth.com

On this episode of Healthcare Market Matrix, host John Farkas sits down with Andy Flatt, Senior Vice President and CIO of National HealthCare Corporation, or NHC, which is the oldest and among the largest publicly traded, long-term healthcare companies in the nation. Andy has 40+ of experience in a combination of public and private healthcare organizations, including more than twenty years as a CIO. Throughout the episode, John and Andy discuss the scope of NHC, Andy's leadership approach working in a high-pressure environment, and the role Andy sees technology playing in the future of NHC. Show Notes (1:25) Introducing Andy Flatt and National HealthCare Corporation (7:32) A Look into Andy's Position at NHC (11:45) Critical Concerns in the Eldercare Space (22:56) Challenges with Implementing New Technology (26:20) Partnering with Solution Providers (34:59) What NHC If Looking For with Solution Providers (44:56) Anticipating NHC's Future Development (51:25) Closing Thoughts Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter  

On this episode of Healthcare Market Matrix, John Farkas is joined by Aaron Hillman, advisory board member at Ratio, to discuss the intricacies of marketing products and solutions to healthcare enterprises, specifically with a consultative approach. Throughout the episode, John and Aaron emphasize the importance of getting out into the field to gather intelligence in order to effectively meet the market's unmet needs. And with almost twenty years in the industry, Aaron shares his thoughts on how to assert value propositions through strategic and targeted content.   Show Notes (0:20) Introducing Aaron Hillman (2:39) Unifying Growth Efforts with a Consultative Marketing Approach (8:00) Stewardship as a Consultative Marketer (13:04) Critical Interactions in the Translation Layer (25:13)The Importance of Intelligence Gathering (32:34) Meeting the Needs of the Market (40:56) Asserting Value Propositions through Content (52:28) Closing Thoughts  

On this episode of Healthcare Market Matrix, host Jessica Head is back for another episode in her Applied Learning series. Jessica is joined by Kyle Numann, design and development director at Ratio, for a conversation about how marketers and their teams can build digital platforms designed for growth and scale. Together, Jessica and Kyle cover the importance of making data-driven solutions when introducing a brand, the power of the buyer matrix, and designing for diverse populations. Show Notes (1:18) Introducing Kyle Numann (3:16) Making Data-Driven Solutions When Introducing a Brand Digitally (6:27) The Buyer Matrix (9:38) Designing for Diverse Populations (12:41) Closing Thoughts   Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter

On this episode of Healthcare Market Matrix, host John Farkas sits down with Reed Smith, Chief Consumer Officer at Ardent Health, for a conversation about Reed's role with Ardent and his thoughts on the state of the healthcare marketing industry. Reed has spent twenty years in healthcare marketing, serving in prominent positions for the Texas Hospital associations and working with the world's largest healthcare brands and providers as a strategist. Throughout the episode, John and Reed discuss Ardent's approach to AI, the importance of a clear value proposition, and what Reed looks for in providers.     Show Notes (1:04) Introducing Reed Smith and Ardent Health (7:08) Reed's Role at Ardent (15:17) Ardent's Main Partnerships (22:41) Engaging with Different Consumer Segments (27:42) Ardent's Approach to AI (30:49) Reed's Three-Year Outlook with Ardent (36:47) The Importance of a Clear Value Proposition (42:38) Looking for Innovation at Conferences (45:34) What Reed Looks For on Provider's Websites (48:54) Closing Thoughts  

On this episode of Healthcare Market Matrix, John Farkas is joined by Taylor Underwood, Content Director at Ratio, to discuss the top three problems the healthcare industry faces today. Having completed the fall healthcare conference season, John considers the industry's goals and priorities for 2024. How is healthcare addressing the clinician shortage? How can we improve payment processing and payer-provider relations to create less friction? How can we enhance the patient experience?    Show Notes (1:16) Introducing Taylor Underwood (2:36) John's Takeaways from the Fall Conference Season (8:47) The Healthcare Industry's Near-Term Priorities (16:58) Artisight, a Transformative Tool (20:58) How Technology Is Solving the Clinician Shortage (25:20) Payer-Provider Relations and Payment Processing (29:53) Improving Patient Experience (37:42) The Challenges of Point Solutions (40:14) Closing Thoughts   Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter

On this episode of Healthcare Market Matrix, host John Farkas is joined by Tod Fetherling for an astute conversation about the growing role of data and analytics in healthcare. Tod is Huron's managing director of data and analytics and global products, and he has spent over three decades building a comprehensive understanding of the importance of the smart use of data in healthcare. Throughout the episode, John and Tod discuss healthcare's changing approach to data, the importance of data literacy in healthcare today, and several of the emerging trends in healthcare data analytics.   Show Notes (1:14) Tod's Healthcare Journey (8:16) Healthcare's Changing Approach to Data (13:25) Taking Data-Informed Action (18:33) Educating the Target Market on the Practical Benefits of Data (23:06) The Importance of Data Literacy and Security (30:54) Emerging Trends in Data Analytics (37:27) An Overview of Huron (39:31) Upcoming Healthcare Trends (49:02) Closing Thoughts  

On this episode of Healthcare Market Matrix, host John Farkas sits down with Haden McWhorter for an insightful conversation about Premise Health and the future of direct healthcare. Haden is the chief information officer at Premise and has spent the better part of a decade driving meaningful change as a leader in the healthcare ecosystem. Throughout the episode, John and Haden discuss the importance of member engagement, Haden's unique value equation, Epic's BFF program, and much more. Show Notes (1:42) Haden's Accidental Journey to Healthcare (11:02) An Overview of Premise Health (17:22) Haden's Role with Premise Health (22:36) Promoting Member Engagement (27:15) Haden's Value Equation (35:34) Using Data to Improve Engagement (42:16) Epic's BFF Program and Other Premise Health Partners (51:42) Haden's View on AI (54:55) Closing Questions Read a transcript of this episode:  Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter

Our healthcare systems will never experience the transformational changes they need unless we consider the system-level solutions that are capable of leading to widespread change. Luckily, Stephanie Lahr and Artisight are on the frontlines of this industry-wide battle. Stephanie began her career as an internal medicine physician, but she was always fascinated by the intersection of health IT and care delivery. Now, several years later, Stephanie has leveraged her experience as a physician to uniquely excel in multiple administrative roles that are not commonly occupied by physicians. Her unique experience and background lay the groundwork for the fascinating conversation she had with host John Farkas, in which they discussed several best practices for creating systematic change in healthcare. Show Notes (1:46) Avoiding Traditional Career Paths and Looking To Solve Problems (7:28) Joining Artisight and Creating Transformation in Healthcare (11:06) How Hurricane Ike Led Stephanie to a Career in Medical Informatics  (16:11) Bridging the Gap Between Clinicians and IT (18:32) Why CMIOs Are Impactful Strategic Leaders (23:09) Stephanie's Experience Transitioning from CMIO to CIO (30:25) The Do's and Don't's of Pitching to a CIO (39:38) Utilizing Empathetic Authority to Solve Problems (43:05) Prioritizing Solving over Selling (45:30) Systematic Issues That CMIOs and CIOs Face (51:18) Closing Thoughts  

On this episode of Healthcare Market Matrix's Applied Theory Series, host Jessica Head is joined by Peter Smith, co-founder and President of Ratio, for an insightful conversation about RevOps, customer success, and how those two elements inform the ROI of a company's marketing strategies. Peter is the master of operational and financial functions at Ratio and has worked with countless clients over the last twelve years, helping to craft KPIs and corresponding budgets to meet marketing goals. Throughout the episode, Jessica and Peter discuss building a team equipped for marketing success, recommendations for marketing executives building a 90-day plan, and Peter's favorite tools for mapping KPIs.   Show Notes (1:09) Peter Smith on Cofounding Ratio (5:09) Peter on the Struggle of Properly Appreciating Marketing Efforts (12:43) Building a Team Equipped for Marketing Success (19:43) Peter's Recommendations for a Marketing Executive's 90-Day Plan (27:01) Favorite Tools for Mapping KPIs (31:06) Resources for Those Evaluating RevOps and Closing Thoughts   Read a transcript of this episode: https://goratio.com/podcast/applied-theory-series-crafting-revops-funnels-and-building-high-performing-teams Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter

On this episode of Healthcare Market Matrix, host John Farkas sits down with Laura O'Toole, Ratio Advisory Board Member and CEO of SureTest, for an enlightening conversation about her thirty-plus years of experience in healthcare enterprise IT implementation. After spending much of her career strategically designing, developing, and implementing transformational projects as a global consulting professional, Laura transitioned to the provider space with SureTest, where she and her team create intelligent healthcare IT automation solutions that save clients thousands of hours of work. Throughout the episode, John and Laura discuss value-driven solutions, selling to CIOs and becoming enterprise-ready.  Show Notes (1:49) Introducing Laura O'Toole and Her Healthcare Journey (5:57) SureTest (8:58) Laura on Providing Value-Driven Solutions (14:38) Inspiring Confidence in Your Solution (24:24) Advice on Selling to CIOs (30:01) Trends, Solutions, and Technologies That Impress Laura (35:11) Becoming Enterprise-Ready (47:33) Ethical Considerations with Generative AI (53:31) Closing Thoughts   Read a transcript of this episode:  Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter  

On this episode of Healthcare Market Matrix, host John Farkas is joined by Trish Rivard for an insightful conversation about the HFMA Health System Purchase Plans 2023 report. Trish is a healthcare technology and revenue cycle expert, and she has a real passion for translating market feedback into actionable strategies and investments. With a decade of experience with the Federal Reserve, as well as stints with R1 and TriZetto Provider Solutions, Trish founded Eliciting Insights, a marketing research group that provides quality market feedback to healthcare companies and investors. Throughout the episode, John and Trish discuss the recent HFMA report, common frustrations with prior authorizations, why Trish created Eliciting Insights, and more.   Show Notes (1:14) Introducing Trish Rivard (4:35) The HFMA Health System Purchase Plans 2023 Report (11:56) Merging and Consolidating Health Systems (17:38) Common Frustrations with Prior Authorizations (23:17) Patient Self-Service, Coding Automation, and CDI Solutions (27:02) How Automation Will Affect the Revenue Cycle (29:50) The Pros and Cons of Full Outsourcing (33:43) Why Trish Created Eliciting Insights (42:03) Closing Thoughts   Read a transcript of this episode:  Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter  

On this episode of Healthcare Market Matrix, host, John Farkas is joined by Justin Mooneyhan, Senior Director of Strategy, Solutions, and Innovation at AMSURG, with over a decade of expertise in healthcare, technology, strategy, process improvement, and project and portfolio management. He has led all efforts related to IT strategy, technology solution design, architecture, and efforts to drive innovation and technology enablement/modernization across enterprise-level organizations. Tune in as John and Justin delve into the exciting prospects of AMSURG, exploring the challenges associated with integrating cutting-edge technologies within Ambulatory Surgical Centers (ASCs). Show Notes (1:28) Introducing Justin Mooneyhan and His Healthcare Background (12:31) Prioritizing Physician Partners (16:24) Justin's Role at AMSURG (18:55) How Justin Stays Up-to-Date with New Innovations (21:49) AMSURG's Innovation Blueprint (27:30) Difficulties with Deploying New Technologies (32:44) What Justin Looks for in Healthtech Solution Providers (38:46) Justin's Favorite Healthtech Events and Conferences (40:49) Efficiency Driven Solutions (44:24) Creating a Consumer-Centric Digital Experience (47:28) The Importance of a Strong Operating Capability   Read a transcript of this episode: https://goratio.com/podcast/health-tech-horizons-navigating-nursing-challenges-innovations Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter

With over 35 years of experience in clinical, academic, and leadership roles across nursing and healthcare, Kelly Aldrich is a tremendous HIT strategist, innovator, and thought leader who has consistently demonstrated a strong commitment to leveraging advanced technology to improve nurses' lives and patient outcomes. Kelly joins host John Farkas on this Healthcare Market Matrix episode to discuss her healthcare experience, building solutions for nurses, and the importance of patient-centered care. Show Notes (1:20) Introducing Dave Brooks and His Healthcare Journey (7:31) How Dave and People.Health Improved Healthcare Systems during the Pandemic (14:06) Pitching Technology Solutions to Government Entities  (21:12) De-Risking Technology Solutions (25:23) The Importance of Value Equations and Avoiding Over-Complexity (36:07) A CEO's Perspective on Selling to a CEO (47:39) Addressing Workforce Issues (51:19) Closing Thoughts Read a transcript of this episode: https://goratio.com/podcast/health-tech-horizons-navigating-nursing-challenges-innovations Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter Resources & Links John Farkas Ratio Kelly Aldrich DNP   Vanderbilt School of Nursing  

In this special Applied Theory Series feature episode, we reveal how our agency leverages design to build credibility among healthcare providers for the tech companies we serve. Cofounder Bennett Farkas shares real-life examples highlighting the impact of effective design in creating a strong pipeline. Together, we explore the world of design in enterprise health tech, uncovering the challenges, triumphs, and brand movements championed by our team for leading tech companies today.   Show Notes (1:14) Introducing Bennett Farkas and His History with Design (4:55) Designing for Experience and Activation (12:23) Building Credibility among the Provider Ecosystem (15:19) Approaching Brand Guidelines and Overall Brand Direction (19:43) Bennett's Favorite Tools for Design Exploration (23:08) Closing Thoughts  

We are excited to share that, as of today, Golden Spiral will now be known as Ratio! Our agency's mission and passion have always been to help transformative technologies gain the visibility they deserve, and we look forward to continuing in this pursuit. This new chapter launches with a healthcare advisory board to deliver mentor-backed and data-driven marketing solutions to the technology companies that we serve, and it's certainly an exciting moment that our team has been looking forward to.  Learn more about the rebrand by visiting our new website, https://goratio.com/!

With the recent surge in the public usage of AI tools such as ChatGPT, the healthcare industry must consider how these tools can impact and improve patient care across the spectrum. As with the implementation of any new technology, there are early success stories and cautionary tales alike, and it can be difficult to predict how your healthcare system can most effectively implement AI and technology solutions to heighten efficiency and effectiveness. Harvey Castro, a ChatGPT healthcare advisor, joins host John Farkas on this episode of Healthcare Market Matrix to discuss the challenges the healthcare industry faces with AI adoption, how ChatGPT applications can change healthcare forever, and the ethical considerations surrounding AI solutions in healthcare.    Show Notes (1:04) Introducing Harvey Castro (4:25) Harvey's Innovative Nature (10:13) Harvey's Interest in AI (17:04) Challenges the Healthcare System Faces with AI Adoption (22:20) ChatGPT Applications That Can Change Healthcare (28:27) Harvey's Advice to Healthtech Companies Developing Healthcare Solutions (35:34) Ethical Considerations Surrounding AI Solutions in Healthcare (39:19) Using Technology to Bring the Hospital to the Home (43:22) Why Healthtech Companies Must Be Able to Pivot (53:03) Closing Thoughts   Check out Harvey's book ChatGPT and Healthcare: Unlocking the Potential of Patient Empowerment: https://www.chatgpthealthcare.com/

Summary While many in the healthcare industry knew a nursing shortage was on the horizon, the pandemic expedited the crisis in a way few saw coming. Now more than ever, it's imperative that healthcare creates an environment that allows nurses to focus less on administrative tasks and more on what they love to do: caring for patients. Nicole Tremblett is the VP of the Information Technology Group, responsible for nursing, HR technologies, and identity and access at HCA, and she joins host John Farkas on this episode of Healthcare Market Matrix to discuss how she's addressing this crisis in her role at HCA. Throughout the episode, John and Nicole examine the nursing crisis, HR's important role in bringing stability, HCA's approach to implementing technology solutions, and much more. Show Notes (1:15) Introducing Nicole Tremblett (3:36) Healthcare's Nursing Crisis (7:35) Recommendations for Selling to Large Healthcare Organizations (12:14) Healthtech Solutions that Nicole Is Considering (15:32) HR's Impact on the Nursing Crisis (18:56) Identity, Access, and Data (22:18) How Nicole and HCA Stay Up to Date with Healthcare Solutions (26:03) HCA's Approach to Implementing New Technologies (34:44) Nicole's Magic Wand Solutions (38:15) Closing Questions  

Few healthcare executives have as much experience in the industry as Dave Brooks — currently the Chief Strategy Officer with People.Health, Dave became the CEO and VP of Physician Services for Christus Medical Group in 1996 before becoming the EVP and COO for Central DuPage Health in 2002. He has also served as CEO of Providence Health and Services, president of Ascension St. John Hospital and SVP of their East Region, President of St Joseph Mercy Health in Ann Arbor and Livingston, and the Director of Wayne County Health in Detroit, Michigan. On this episode of Healthcare Market Matrix, Dave joins host, John Farkas to talk about his healthcare career, the path to de-risking technology solutions, and offers valuable insights into population health and its impact on the future of healthcare.   Brought to you by Golden Spiral. 

There is a clear distinction between individuals who seek to promote themselves by advancing technology in healthcare and those that seek to move healthcare forward by advancing meaningful technology. Bill Russell, Founder & Podcast Host of This Week Health is undoubtedly the latter. Formerly the CIO for St. Joseph's Health, Bill oversaw a $6.5 billion healthcare system with sixteen hospitals, and he has contributed to IT advancements such as agile cloud development in healthcare. On this episode of Healthcare Market Matrix, Bill joins host John Farkas to discuss the unique challenges CIOs face, adopting healthtech solutions, AI's impact on healthcare, and much more.   Show Notes (1:11) Introducing Bill Russell (3:29) The Unique Challenges of the CIO Role (7:29) Tips for Pitching to CIOs (13:53) What Problems Are CIOs Solving Today? (17:29) Finding New Tech Solutions through Other Health Systems (21:48) Bill on Failed Implementations (26:35) Partnering with Health Systems (28:22) Bill's Expectations for AI's Impact on Healthcare  (34:22) The Need for AI Policies in Healthcare (42:24) AI's Impact on Other Industries (45:32) Bill on Why Healthcare Needs to Integrate Quickly (48:06) Bill's Favorite Transformative Ideas in Healthcare (52:14) The Importance of Quality Leadership (57:44) Closing Thoughts   Links Golden Spiral This Week Health  Health Lyrics bill@thisweekhealth.com

The CMO role is typically the shortest-tenured position in health tech C-suites, but Tom Mitchell is the exception to the rule. As a seasoned healthcare professional, Tom has over thirty years of experience in and around the healthcare universe, as well as a strong background in leading marketing operations for multiple high-growth healthcare and technology firms. On this episode of Healthcare Market Matrix, Tom and host John Farkas discuss sticking with long-term multi-channel marketing strategies, setting realistic expectations, creating true and lasting relationships with industry associations, and Golden Spiral's marketing series partnership with the Tennessee HIMSS chapter.    Show Notes (1:18) Introducing Tom Mitchell (2:30) Tom's Background in Healthcare (5:38) Measuring the Success of Marketing Efforts in Healthcare (9:24) Tom's Experience Targeting the C-Suite (17:36) Committing to a Long-Term Multi-Channel Strategy (22:59) The Importance of Your Value Equation (29:04) Setting Realistic Expectations for Your Marketing Strategy (35:24) Tom on Creating True, Lasting Relationships (39:06) The Convergence of Sales, Marketing, and Product (45:34) Tom's Advice to Healthcare Marketing Professionals (46:36) The Tennessee HIMSS Marketing Seminar (50:13) Closing Thoughts    

With the current tech adoption rate, CIOs are tasked with the impossible: staying up-to-date and ahead of the curve with new products and systems that help increase value across their business. Eric Thrailkill, former CIO at AMSURG and current investor, knows this struggle first-hand. In this episode of Healthcare Market Matrix, Eric joins host John Farkas, CEO of Golden Spiral Marketing, to discuss the challenges healthtech companies encounter when striving to meet the ever-evolving needs of large healthcare systems.   Show Notes (1:14) Introducing Eric Thrailkill and His Journey to the CIO Role (7:59) Creating an Environment for Learning and Growth (13:22) Eric's Thoughts on Pitching to CIOs (17:51) Utilizing Vendor Partnerships to Stay Current on Rapid Technology Development (20:45) Challenges Healthcare Companies Face Today and Their Solutions (28:22) Optimizing Telehealth Solutions for True Hybrid Care (32:32) Starting Conversations with Telehealth Academy (36:09) Understanding the Value of Collaboration and Partnerships across Healthcare (43:21) Three Areas of Healthcare that Eric Is Excited About (47:51) Eric's Favorite Sources for Continued Learning and Problem Solving (53:42) Closing Thoughts

Our healthcare systems will never experience the transformational changes they need unless we consider the system-level solutions capable of leading to widespread change.   Luckily, Stephanie Lahr and Artisight are on the frontlines of this industry-wide battle. Stephanie began her career as an internal medicine physician, but she was always fascinated by the intersection of health IT and care delivery. Now, several years later, Stephanie has leveraged her experience as a physician to uniquely excel in multiple administrative roles that are not commonly occupied by physicians. Her unique experience and background lay the groundwork for her fascinating conversation with host John Farkas, CEO of Golden Spiral Marketing, in which they discuss several best practices for creating systematic change in healthcare.   Show Notes (0:58) Avoiding Traditional Career Paths and Looking To Solve Problems (6:10) Joining Artisight and Creating Transformation in Healthcare (9:48) How Hurricane Ike Led Stephanie to a Career in Medical Informatics  (14:53) Bridging the Gap Between Clinicians and IT (17:04) Why CMIOs Are Impactful Strategic Leaders (21:51) Stephanie's Experience Transitioning from CMIO to CIO (29:07) The Do's and Don't's of Pitching to a CIO (38:21) Utilizing Empathetic Authority to Solve Problems (41:47) Prioritizing Solving over Selling (44:12) Systematic Issues That CMIOs and CIOs Face (50:00) Closing Thoughts  

Introducing Healthcare Market Matrix, an all-new podcast series presented by Golden Spiral. Healthcare Market Matrix is a podcast series providing an in-depth exploration of the challenges healthcare organization leaders face that technology has the chance to help them solve. We aim to create a comprehensive, referenceable resource health tech companies can use to develop and bring products to market ready to address their customers' unique needs. Through our captivating conversations, we aim to weave together a tapestry of diverse voices united in their commitment to enhancing the accessibility and quality of healthcare for all people.  New episodes drop every Tuesday at 12 pm CT. Subscribe on the platform of your choice, and tune in next week for our first full episode! 

Are you having a conversation with your market or merely making noise? B2B brands—including HealthTech solutions—must invest in their brands. Expecting your inbound marketing and direct-to-customer approaches to distinguish you among your competitors will result in missed goals. Who speaks on behalf of your brand? Who is attractive to journalists and others observing your marketplace? Do you have a brand evangelist? Tony Anscombe, Chief Security Evangelist for ESET discusses modern brand communication on this edition of Studio CMO. 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. Show Notes Technology only communicates to a certain level. To reach the depth you need with your end-user, you must engage and educate. —Tony Anscombe, ESET Sometimes, the very last thing you need to communicate is your product. Do you: know your customer well? talk about the challenges facing your industry? understand the threat landscape? connect problems to solutions? How does the role of brand ambassador or brand evangelist propel you forward? How do you calculate the ROI of a role like this? Links Discussed on This Episode Building a Bridge of Transformation for Your Buyer When What You Know Can Kill Your HealthTech Marketing

Product marketing is the opportunity you have to focus your solution, perfect your architecture, and put your ideas forward in such a way that makes sense to your audience and helps you gain traction in the market quicker. If you're going to launch into the marketplace, you need to ensure you have solid product/market fit. About Our Guest John Farkas founded Golden Spiral to help companies uncover a market-focused story that will transform the way people see their world. As CEO and Storyteller, John works closely with team members and clients to provide strategic vision and creative direction. One of his favorite parts of working at Golden Spiral is uniting people around a challenge and inspiring them to create great work. “I'm a storyteller at heart. The process of developing a narrative, regardless of its form, is magical — and working with creative teams to bring that story to life is a blast. We have a tremendous staff here at Golden Spiral and watching them make things happen is one of my greatest privileges.” Aside from his work at Golden Spiral, John loves spending time with his family and is an avid cyclist, frequently commuting the 38-mile round trip to the office (which obviously entitles him to collect bicycles). He remembers saving for a Macintosh 512 when he was attending The University of Wisconsin, knowing it would change his life forever.  Show Notes Product launch is a lot like a rocket launch. And a lot of times from our a vantage point, we've seen so many companies be like, what happened to Werner von Braun. The Reasons Companies Struggle with Product Launch Lack of the Product Marketing function on the team The vast speed of the marketplace The challenges of technical founders launching organizations A Detailed Look at the Product Marketing Function What product marketers do The value of product marketing to an organization Where product marketing should "sit" in an organization How product marketing interacts with sales How production marketing interacts with marketing What keeps companies from installing product marketing Links Mentioned on This Episode Download our Product Launch Guide and Timeline Product Marketing versus Company Marketing for HealthTech Businesses B2B Product Launch Secrets from the Apollo 10 Mission A HealthTech CMO's Guide to the Ultimate Marketing Team

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

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

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

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.

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 at 24:00 and following.) Spruce Up Your Security Process within Marketing Functions When a visitor comes to your site and downloads a white paper or signs up for your email list, what security protocol is in place? Is there two-factor authentication or a verification code sent by email or text? How do those messages look, feel, and sound from a marketing perspective? Don't accept boilerplate language or templates here. Work on these expressions of security so that your users feel secure when they interact with you. Don't let your privacy policy be a jumbled mess of legalese that is a mess to read on the screen. Treat it like a long blog article. Use subheadings and simpler language for a better experience whether your visitor is skimming or reading. Help them feel confident in your security. (Listen at 16:00 for more information.) If someone unsubscribes from your list, don't waste an opportunity to demonstrate how carefully you treat personal data. Sure, you may still want to try and retain their place on your list, but it is more important to let someone leaving know with confidence that they won't receive any more communication from you and their name isn't for sale. What other subtle ways could you remind your visitors and email list that their data is secure? Include Security in Your Front Line Marketing Messaging Trust must be earned. You can't call yourself a trusted partner. Only your customers can bestow that honor on you. In the same way, you can't demand to be trusted in the marketing and sales process. You must earn it. However, you won't earn your prospect's trust if you don't talk about security and demonstrate it. When you answer objections about your solution, do you include any security information? Do you include security as a part of your FAQs? Can you spare a few words in your elevator pitch to nod to security? How many seconds does security receive in your pitch presentation and deck? Do you have any comments and endorsements from existing clients about security? Keeping data secure is high stakes for healthcare institutions. Be their armor-bearer. Help your customers be even more secure than they are now. Tony Anscombe, Chief Security Evangelist for ESET believes there is a broader call in the healthcare industry. “Healthcare is regulated by HIPAA. This is very generic security terminology used in HIPAA,” Anscombe said. “I think if I was in the HealthTech industry, I would be looking beyond HIPAA compliance. When you have regulations or legislation, it's merely a stake in the ground. Go beyond. Innovate further. Look at some of the other innovations around security technology that could be used to further—not just comply—but to go way beyond compliance. There's too much at stake.” Links Mentioned on This Episode Dr. Michael McGuire presented his research at RSA 2018 where he found that the total cost of cybercrime worldwide was $1.5 Trillion per year. In 2020, the World Economic Forum revised that number. They estimated that the global risk was over $6 Trillion. In 2018, Atlanta, Georgia's Smart City Servers were hacked and the ransom was $51,000 in bitcoin. The attack on Kaseya, a SaaS and managed service provider, was attacked with a total ransom of $70 million. Britain's National Health Service was attacked but the government didn't pay the ransom. It cost an estimated $122 million to bring the network back online. Zero Day Vulnerability in Microsoft. Golden Spiral's Privacy Page ESET's Privacy Policy Tony Anscombe's “We Live Security” video series

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

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.

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.

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.

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.

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

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."