What’s Working for Marketers in B2B Healthcare Tech?

There has been a lot of attention on the healthcare industry over the past two and a half years, and it hasn’t all come from consumers and the news media. Healthcare is more complicated than it was 20 or 30 years ago. There are more specialists involved in care, more facilities, and more data. That’s one reason why healthcare is a popular area for technology companies that want to help the market innovate. It’s still widely seen as a sector where the information isn’t always widely shared, the data isn’t easily converted into decisions, and manual processes remain in place. Tech companies looking to market solutions to healthcare providers are also finding complexity and a high number of influencers behind purchase decisions. Roles like Chief Medical Information Officer and Chief Nursing Information Officer simply did not exist in years past. On this episode of B2B Nation, we’re talking to Wendy White, CMO of healthcare collaboration platform TigerConnect. We discuss how the pandemic played a role in Wendy’s move to healthcare tech marketing, what’s working in marketing for healthcare tech, and the role of virtual and in-person events in TigerConnect’s strategy. Episode Guide 2:15: What was it like to move into the healthcare industry during the COVID pandemic? 3:46: Why collaboration and communication present such a challenge in healthcare. 5:13: What makes marketing to healthcare organizations different from other verticals? 6:46: What’s the biggest marketing challenge for TigerConnect? 7:58: What is the one tool Wendy cannot work without? 10:35: How much are in-person events contributing to TigerConnect’s marketing? 12:03: “We’re all about having quality conversations.”