Option 2(1)

Join us on December 13th at 12:00 pm ET to understand how to evolve your marketing strategy and measurement framework to match modern healthcare technology buying behavior.

The healthcare technology buying landscape has fundamentally changed. What was once a straightforward process with a single decision-maker has evolved into a complex journey involving expanded buying committees of 12-15 stakeholders, longer sales cycles, and predominantly invisible research phases.

In this webinar, we'll explore how these shifts demand a transformation in marketing strategy, budget allocation, and measurement frameworks. Learn why traditional demand generation tactics are becoming less effective, and discover why leading healthcare technology companies are increasing their focus on brand building and thought leadership to influence the crucial first 70% of the buyer's journey. We'll share insights on balancing your marketing mix, adapting your measurement approach from lead-centric to account-based, and aligning your metrics with this new reality.

Agenda

In this webinar, we will be covering:

  1. The Modern Healthcare Buying Reality
  2. Building a Balanced Marketing Strategy
  3. The Case for Account-Based Measurement
  4. The New Marketing Measurement Framework
  5. Implementation Guidelines
  6. Q&A

Register Now

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Meet the presenter - Mark Erwich

 

Mark Erwich - Blue BG

Mark Erwich is the Principal and Chief Strategy Officer with Health Launchpad and a forward-thinking Senior Marketing Executive with over 30 years of experience in the healthcare IT space. Mark is passionate about driving organizational growth by empowering marketing teams with advanced, data-driven systems that deliver measurable impact. With a solid track record in analytics-driven performance optimization, he’s mastered the art of building and implementing comprehensive marketing strategies tightly aligned with business objectives.

Mark’s expertise spans many critical marketing functions, including Brand Positioning, Go-to-Market Strategy, Account-Based Marketing, Product Marketing, Marketing Operations, Customer Marketing, and Demand Generation. Throughout his career, he has held senior leadership roles at renowned companies such as Verato, Imprivata, Nuance, and Apple, navigating complex market landscapes and delivering results in fast-paced, tech-driven environments.

Known for his strategic vision and hands-on approach, Mark combines data-driven insights with collaborative leadership to foster creativity while ensuring business alignment. He’s always keen to connect with fellow marketing professionals, healthcare IT innovators, and business leaders to discuss the latest trends, explore collaboration opportunities, and share insights on the evolving healthcare IT landscape.