Brand Positioning Strategy In B2B Healthcare Marketing – Case Study

In our previous post, Jim Rose, Head of Global Marketing at InterSystems, took us through how they have successfully built their IT healthcare brand. In this video, he speaks to Adams Turinas, the CEO of healthlaunchpad on how brand positioning strategy in B2B healthcare marketing is critical for efficient and cost-effective lead generation.

Brand Positioning Strategy – Key Video Highlights

In the video below, Jim shares valuable insights on the following:

The importance of building a strong brand
How brand positioning improves lead generation’s cost-efficiency
How one company has depended on its strong brand to attract target customers

We hope that as a healthtech marketer, you will find valuable insights in this post which you can apply to popularize your organization’s brand

Brand Building Vs. Lead Generation

Jim talks about how building a strong brand is the most efficient and most effective technique for lead generation.

This is because, without a strong brand, you will be spending the same amount of money per week through advertisements or other lead generation techniques.

As a result, it will be very difficult to improve the cost and efficiency of your lead generation.

Attracting Customers Through Brand Positioning

Jim further explains that with a strong brand or an effective brand positioning strategy, customers will come to you because they already know about your brand.

For example, Apple does not have to undertake any lead generation campaign. This is because they have built a strong brand that their target customers already know a lot about.

And so, like other strong brands, when they have a new product, all they do is announce it to attract customers. They don’t have to do any real lead generation.

Building a Strong Brand For Lead Generation- Video

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Relevant Links

Adam Turinas

Adam Turinas is a long-time technology marketing leader and entrepreneur. He is the co-author of the Total Customer Growth book and founder of Total Customer Growth LLC. Adam spent two decades marketing for Dell, IBM, Bank of America, and dozens of other major marketers. In 2012 he founded, grew, and eventually sold a healthcare technology software business and then created healthlaunchpad, a leading healthtech marketing firm that teaches clients how to use ABM.