『Healthcare Marketing Executive』のカバーアート

Healthcare Marketing Executive

Healthcare Marketing Executive

著者： Alexis Anderson & Saul Marquez
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10月19日まで。※適用条件あり
Healthcare Marketing Executive brings you intimate conversations with the most influential marketing executives who are transforming healthcare. Co-hosted by Saul Marquez and Alexis Anderson at Outcomes Rocket, this podcast goes beyond the surface to explore how elite healthcare marketing leaders are driving meaningful change, setting new industry standards, and creating campaigns that truly matter. マーケティング マーケティング・セールス 経済学
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  • Weekly Insight: AI Didn't Make Your Marketing Generic. It Exposed That It Always Was.

    Weekly Insight: AI Didn't Make Your Marketing Generic. It Exposed That It Always Was.
    2026/09/17
    Adobe reported a 57% engagement lift from an AI-selected creative treatment. Saul Marquez explains why that number can rise while your market position erodes, using a 2024 Science Advances study in which AI-assisted writers produced better stories that were also more similar to each other. For healthcare marketers, the collapse of the production barrier means positioning is now the only thing left to compete on. Key takeaways: A 2024 Science Advances study of 293 writers found AI assistance raised individual creativity while reducing collective novelty Adobe's reported 57% engagement uplift measures immediate response, not defensibility or comprehension Platforms reward easy-to-process creativity, so repeated optimization can strip the precision that made an idea distinctive The WHO has warned that generative systems encourage automation bias, a heightened risk when claims are clinical Scarcity of production talent used to disguise weak positioning; that scarcity is gone Judgment, not output, is now the constrained resource on a marketing team Do this today: Write the one sentence about your market that a direct competitor would refuse to sign Read your last ten assets back to back and check whether the arguments are interchangeable Links: Read the full newsletter for the complete breakdown Adobe Report: Read the Adobe Report on human-centered AI: https://business.adobe.com/blog/the-future-of-marketing-with-human-centered-ai
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    3 分
  • Weekly Insight: Your ICP Describes a Market. It Doesn't Describe a Buyer

    Weekly Insight: Your ICP Describes a Market. It Doesn't Describe a Buyer
    2026/09/10
    Healthcare converts leads at roughly 13%, and cycles stretch 35% longer when multiple stakeholders have to approve. Saul Marquez argues the root cause sits earlier than most teams look: an ICP built from bed count and EMR platform instead of buying readiness. Here is what a situational ICP looks like and how to rebuild yours from ten deals you already closed. Key takeaways: Average MQL to SQL conversion in healthcare sits near 13%, dragged down by compliance and long approval chains. Multi-stakeholder approval extends buying cycles by about 35%. Two firmographically identical health systems can have opposite buying readiness. Firmographics cannot see the difference. Over 80% of providers saw value-based care contracts grow recently, which is a concrete, dateable buying trigger. Only about a third of providers rate their data integration as excellent, which should narrow the ICP for integration-dependent products. Revenue leaks from broken handoffs and poor routing can cost B2B companies up to $500K annually. Do this today: Pull your last ten to fifteen closed-won deals and document the trigger event for each in one sentence. Add one situational field to your CRM account record and require it before an account enters the target list. Links: Read the full newsletter for the complete breakdown here
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    4 分
  • Weekly Insight: Great Open Rate. Zero Replies. Your ABM Is Personalized, Not Relevant.

    Weekly Insight: Great Open Rate. Zero Replies. Your ABM Is Personalized, Not Relevant.
    2026/09/03
    A rep spends two hours personalizing an ABM email, earns a strong open rate, and gets zero replies. Saul Marquez explains why that outcome is a thinking problem rather than a copy problem, and lays out the Specificity Test and the six-question Account Strategy Brief that separate personalization from relevance. Essential listening for teams selling into committees of six to ten healthcare stakeholders. Key takeaways: Personalization signals "I know who you are"; relevance signals "I understand what you're dealing with" Baseline claims (better outcomes, efficiency, digital transformation, cost reduction) are the price of entry, not differentiation Healthcare buying committees routinely include six to ten stakeholders with incompatible evaluation criteria A CFO reads ROI and margin; a CIO reads integration, security, and implementation burden. One message cannot carry both The Specificity Test: strip the name and opening line, then check whether the message could go to any account on the list Hamid Ghanadan of The Linus Group: message from three vantage points, your POV, the market's, and the customer's daily life Do this today: Run the Specificity Test on the last ABM sequence your team sent Answer the six Account Strategy Brief questions before writing any new copy Links: Read the full newsletter for the complete breakdown.
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    3 分
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