Resources for Healthcare Rookies

Resources for Healthcare Rookies

Starting work in healthcare is like entering a parallel universe. Nearly everything is different. The business dynamics, the purpose of the organizations, and the economics are alien to anyone who, like me, has spent a career in other industries.

Stranger in a Strange Land

After a couple of decades of marketing for companies in financial services, consumer goods, retail, and technology, I started a company in the healthcare market.

I remember going to my first meeting with the leadership of a hospital. As I walked into the building I realized I had not been in a hospital for twenty years, and that was for the birth of my son.

The meeting might as well have been in Spanish. I could understand some of the words, but I wasn’t sure what was being said.

What was I thinking?

Fortunately, my founding partner was a physician. He translated for me and became my guide. After about six months, I started to get the hang of healthcare. After a year, I felt almost confident.

We Hope You Find This Useful

Over the last couple of years, we have written several posts and articles that we hope will be helpful to anyone on your team trying to get to grips with healthcare.

US Healthcare Market Segmentation

This post breaks down the US healthcare market with a heavy focus on the provider market. It’s our most popular post and, as far as we know, one of a kind. You can download a companion presentation here too. We plan to do an update on Payers soon.

Why Selling to Healthcare is so Hard

This post goes into detail about why healthcare is so different and why selling to healthcare is so much tougher than other markets.

Barriers to Market Entry

In this post, we review the top eight reasons why starting a business in healthcare is so challenging and what you will have to overcome to be successful in the US market.

Why Healthcare Sales Cycles are so Long

The first thing anyone in sales and marketing will tell you about healthcare is sales cycles are sooooooooo long. This post explains why.

Healthcare Technology Buyer Insights

Late last year, we ran a webinar with HIMSS where four healthcare technology executives spoke about the realities they face in 2023 and beyond. It’s a sobering look with many insights about healthcare buyers.

Healthcare Marketers’ New Realities

Five leading healthcare technology marketers talk about how they market to healthcare buyers. This is a really lively group, and they share perspectives and ideas on how to market in this industry.

Why ABM Matters in Healthcare

Given my obsession with ABM, I could not not include this post on why ABM can be effective in the long and complex sales cycles faced in healthcare.

Hope you enjoy these and they are helpful to you and your team.

Photo by Andrew Neel on Unsplash

Originally posted on LinkedIn.

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.