B2B Health Tech Marketing during COVID-19 with Elyse Lazartic at Waystar

The COVID-19 pandemic has changed life for everyone. Nowhere is that more true than for the healthcare industry. So what do you do if your buyers are precisely those people, the ones on the frontlines of the crisis? In this episode of Tech Qualified with Justin Brown, Elyse Lazartic, Senior Manager of Sales and Programs at Waystar, a company that provides RCM technology for the healthcare industry, talks about the ways she has had to shift her thought process and marketing tactics to adapt to our current reality.  “We've had to pivot quite a bit in terms of who we're targeting and how we're messaging and what solutions of our portfolio are most urgent for those providers right now, given the situation,” Elyse says.  Her team has had to rethink tactics to try to understand what is most useful for the market at this time, which has meant adapting the content they are producing, the format of that content, the way they get buyer attention and how they interact with them throughout the customer journey, relying a lot more on digital and virtual methods.  “It's about deeply understanding the problems, identifying with the buyers and then taking the solutions that you have developed and aligning them really closely with what that person is trying to solve for,” Elyse says.This episode is produced by New North.  New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis. With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.