On this episode of Healthcare Market Matrix, host John Farkas is joined by Mark Donnigan, virtual CMO and go-to-market consultant at Growth Stage Marketing, a company that builds sustainable marketing strategies while executing go-to-market plans that yield real business results by being rooted in first principles thinking. Mark has extensive experience working alongside sales, product, operations, and finance to ensure his client’s objectives are always exceeded. As an accomplished storyteller and expert content marketer, Mark believes the modern marketing function is built on the foundation of content publishing with category design, ABM, SEO, conversion rate optimization, email outreach, and paid advertising tactics. Throughout the episode, Mark shares his vast knowledge around the importance of leading with value during go-to-market efforts and analyzes a recent product launch that failed to effectively and easily convey its value proposition to its buyers, ultimately leading to its downfall.
Show Notes
(1:47) Introducing Mark Donnigan and Growth Stage Marketing
(10:12) Understanding Where to Start from the Nature of Go-to-Market
(18:21) Leading with Value in a Constrained Healthcare Climate
(31:19) Analyzing Humane AI’s Recent Launch Failure
(45:15) Asking Hard Questions during Go-to-Market Efforts
(56:34) Closing Thoughts
Ben Reigle & Trish Rivard — Market Implications of the Change Healthcare Breach
Introducing Ratio's [Buyer Matrix Series]
Christopher McCord — The State of Healthtech Funding: Considerations for 2024
Mac Davis & Dr. Ramon Jacobs-Shaw — Blending Compassion and Tech: Elevating the Clinical Perspective in Healthtech
Mitch Holdwick — From Disparate to Actionable Data — The Anatomy of Consumer Engagement
[Encore Episode] Bill Russell — The CIO Journey: From Information to Innovation in Modern Healthcare
B. Anderson (Andy) Flatt — Exploring the Tech Roadmap for Eldercare Facilities
Aaron Hillman — Empowering a Consultative Approach to Marketing
[Applied Theory Series] Kyle Numann — Building Digital Platforms Designed for Growth
Reed Smith — Building a Consumer-Centric Patient Experience
[Ratio Insights] Unlocking Healthcare's Horizon in 2024: The Critical Nature of Understanding Your Value Equation
Tod Fetherling — The Horizon of Data and Analytics
Haden McWhorter — The Premise Health Playbook: What does it mean to be Enterprise-ready?
[Encore Episode] Stephanie Lahr, MD — Bringing the Joy Back to Medicine
[Applied Theory Series] Peter Smith — Crafting RevOps Funnels and Building High-Performing Teams
Laura O'Toole — Shortening the Sales Cycle with Value-Driven Solutions
Trish Rivard — Exploring Health System Finance and Revenue Cycle Purchase Plans
Justin Mooneyhan — Inside AMSURG: Navigating Healthcare Innovation, Challenges, and the Future of Surgery Tech
Kelly Aldrich — Health Tech Horizons: Navigating Nursing Challenges & Innovations
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
The Goal Digger Podcast