Healthcare Data Science & Marketing with Mark Scott of Apixio

During this episode of Tech Qualified, Justin Brown chats with the CMO of Apixio, Mark Scott. The interview focuses on Mark’s experience in a B2B capacity - mostly with healthcare companies that include direct delivery, medical devices, biotech and now software. Mark takes a deeper dive into how marketing functions for Apixio, which is essentially a data science company that takes structured and unstructured data inputs and creates unique insights from the information. Episode Highlights: Mark provides some highlights on his past work experience which includes jobs in a variety of healthcare companies Mark pinpoints the  unique value proposition of Apixio, which is essentially a data science company Mark talks about joining a growth stage company and focusing on building brand awareness The Apixio field sales team is one of the best that Mark has ever worked with in the industry The organization focuses a lot on an ABM strategy - which includes targeting specific accounts and building towards an in-person meeting Mark discusses the types of changes the organization had to make as the world battles with COVID-19 Mark discusses the types of communications the organization rolled out to prospects and customers during the period of social distancing In many ways, Mark has seen that a lot of people in his particular environment were exhausted by the negativity surrounded by COVID-19, so it was important to strike a balance with communication As the pandemic situation surfaced, Apixio has seen the buyer’s journey slow down Mark sees that prospects are asking more questions and objections are coming to the surface - so this is fueling the creation of a variety of content Some of the personas that Apixio works with are completely overrun with information right now with the pandemic...so connecting with them is not a huge priority - they don’t necessarily have open ears right now Over the next three months, Apixio is really placing a focus on content that will help the organization establish their position in the marketplace over the long-term Key Points: When marketing in healthcare, it's crucial to build trust with your technology. A big initiative of Apixio was surveying the organization’s key customers and determining what types of information they were looking for - especially as they started working from home. Right now, in these tough times, is when a brand’s true colors come to the forefront. Resources Mentioned: Mark Scott: LinkedIn  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.