Stop Marketing Like B2B SaaS: Why Healthcare Should Follow the Aerospace Playbook

Healthcare and the aerospace industry share a lot more airspace than you might think. We always hear about the regulations and the high stakes. What happens when you look at how these massive industries handle marketing? Swaay.Health sat down with Wayne Barringer, CEO of Jaro Group. Barringer spent years working in the communications and creative teams at Boeing and now consults in healthcare. He breaks down why finite markets force a shift from lead generation to deep sales support. He also explains how infrastructure lock-in dictates the buying committee. Barringer shares why marketing teams need to stop saying yes to every sales request and start helping their business partners think.