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The Innovation Accelerator Podcast is an ad-free service. These shows are produced to help payers, providers, life science companies, and digital health innovators accelerate healthcare's transformation by sharing expert voices, views, and advice on the important technology, care, reimbursement, and regulatory issues of the day. The Innovation Accelerator Podcast is brought to you by Innovaccer, the Health Cloud company. We’re on a mission to connect and curate the world’s healthcare informa ...
 
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Studio CMO: Marketing HealthTech

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Studio CMO: Marketing HealthTech

Golden Spiral, Positioning & Demand Gen for HealthTech

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Studio CMO exists to accelerate the transformation of healthcare. We help HealthTech companies improve patient outcomes by empowering them to communicate their solution in ways that capture attention, motivate change, and speed improvements throughout the healthcare ecosystem. Produced by Golden Spiral, hosted by John Farkas, and co-hosted by Anna Grimes and Mark Whitlock. Listen weekly for interviews with CMOs and executives from HealthTech, vendors who build our tech stacks, and healthcare ...
 
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Starting with a CMS demonstration project of only ten providers in 2005, today’s value-based care (VBC)一when including MIPS and MACRA一now carries close to 100% primary care provider participation. And nearly 60% of all healthcare payments have some relation to quality and value—with rising levels of reimbursement related to risk and population. How…
 
When you think of “informatics,” what do you see? Data centers, high speed connections, data and analytics platforms, AI, ML, and NLP? If so, here’s a surprise: the roots of nursing informatics go back to the 1850’s, where Florence Nightingale captured and used data in efforts to improve sanitation that impacted medical protocols in military hospit…
 
In any industry, it’s rare to find a C-suite leader who talks “inside baseball” on the outside, sharing views with candor that’s normally reserved for the boardroom. But that’s not Jeb Dunkelberger, CEO of Promise Health Plan. Jeb isn’t afraid to go after healthcare’s sacrosanct topics, speaking truth to power in an effort to spark an open dialog, …
 
When seeing our provider, how often have we felt like number 32 at the deli counter? Customer relationship management (CRM) is used throughout healthcare, but the solutions are often limited by merchant-centric design, add-on solutions from EHRs lacking a 360-degree view of the patient, and a lack of data readiness to provide insights that inform b…
 
Prescriptions are involved in nearly 70% of every clinical encounter in the U.S. each year, with more than 4.5 billion prescriptions filled and dispensed for nearly two-thirds of all US adults. Yet for all the lives saved and care outcomes improved, medication management has a dark side. Each year, suboptimal medication use—through inaccurate presc…
 
Today’s medical care often misses the life story of a patient and its link to behaviors and context that can negatively affect health outcomes. The context of one’s life—personal, family, community, environmental, financial, psychosocial—is an integral part of the individuals' healthcare experience. These contextual challenges are not the same as s…
 
“During COVID, I couldn’t make a contribution at the bedside. But I could make a lasting contribution, through my most powerful weapon—the written word.” - Dr. David Nash Renowned care quality and healthcare reform expert Dr. David Nash committed to the power of the pen to shine a light on why the U.S. lost more patients to COVID-19 than any other …
 
A recent Morning Consult report revealed 95% of healthcare IT leaders are focused on digital transformation as a top priority. Only a year or two ago, EHRs were at the forefront of provider efforts to hit the triple aim–and today, nearly 6 in 10 see their EHR as a limitation holding back their enterprise data strategy. For all their good, EHRs have…
 
Dr. David Rhew is the Global Chief Medical Officer and VP of Healthcare at Microsoft. Recognized as one of Modern Healthcare’s top 50 most-influential persons in healthcare, he is a sought-after speaker who holds numerous patents in electronic health records and clinical decision support technology. In his more than 25 years as an infectious diseas…
 
Data interoperability: will it ever become a reality in our healthcare system? The answer could be an emphatic “yes.” That’s because on January 18, 2022, the National Coordinator for Health IT (ONC) and its Recognized Coordinating Entity (RCE), The Sequoia Project, released the publication of the Trusted Exchange Framework and the Common Agreement,…
 
Data has become the chief catalyst, and common thread, for the future transformation of our healthcare system. Through its application of computer and information science, health informatics is a major driver for meaningful change through improvements in clinical care, public health, life sciences research, and interoperability. What are the trends…
 
Earlier this month, Innovaccer’s Xccelerate conference brought together new thinking, valuable insights, critical conversations, and a shared vision on how patient data—unified and universally shared across consumer, care, and business settings—will be the biggest driver for accelerating the innovation and digital transformation that fundamentally …
 
Consumerism in healthcare has made “webside manner” as important as bedside manner. It’s no secret that lessons learned from the pandemic have motivated providers and payers to rethink strategies around patient access and experience, retail care competition, partnerships, and care delivery and payment models, and more. But rethinking isn’t action. …
 
How can providers improve their ability to meet the business and clinical performance targets in their contracts? With tighter operating margins and rising costs, it's a critical concern shared by provider organizations in both the fee-for-service and value-based worlds. Here to help us answer that question and more is Amy Stevens, a nationally kno…
 
The CMS's Center for Medicare and Medicaid Innovation (CMMI) recently announced the strategic redesign of their current Global and Professional Direct Contracting (GPDC) model. Beginning in January 2023, the redesigned program, known as ACO REACH, seeks to drive greater provider participation and improved quality of care, with a strong focus on imp…
 
Dr. Nicole Fetter is a partner in the health segment of Guidehouse, recognized as the third largest healthcare management consulting firm by Modern Healthcare in 2021. On today's show, Dr. Fetter joins Charu Madan, Innovaccer's VP of partnerships, and show host Steve Ambrose, to discuss the elements of a sound strategy to accelerate providers' tran…
 
Today’s special guest, Dr. Subir Roy, Takeda’s Associate Director of Global Medical Affairs, has been at the intersection of pharma, commercial strategy, data, and technology helping drive greater results in drug development, commercialization, and patient outcomes. He believes that unifying siloed data from patients, providers, and other healthcar…
 
Burnout. It’s a national epidemic that’s wearing down physicians and nurses, fueling the staffing crisis, and by extension, reducing care quality and degrading the patient experience. The pandemic isn’t the only factor. Clinicians across the country cite EHR documentation and other administrative work as a major burnout driver. The need to lighten …
 
Are you having a conversation with your market or merely making noise? B2B brands—including HealthTech solutions—must invest in their brands. Expecting your inbound marketing and direct-to-customer approaches to distinguish you among your competitors will result in missed goals. Who speaks on behalf of your brand? Who is attractive to journalists a…
 
Health systems and hospitals are losing revenue and patients in an escalating competition for care services. Challengers—including major retail, pharmacy, telemedicine, and virtual health brands—are thriving, in part by strategically reframing patients as consumers. That's not news. But there's another reframing they're doing as part of this, which…
 
Product marketing is the opportunity you have to focus your solution, perfect your architecture, and put your ideas forward in such a way that makes sense to your audience and helps you gain traction in the market quicker. If you're going to launch into the marketplace, you need to ensure you have solid product/market fit. About Our Guest John Fark…
 
Sriram (Sri) Bharadwaj has an unconventional view about digital transformation. It’s more about the transformation and less about the digital. As VP of digital innovation at Franciscan Alliance, Bharadwaj notes that healthcare IT largely equates "digital" with the EHR. He says health systems must understand that transformation goes beyond the techn…
 
Perspective. Today it matters more than ever, in this critical time for provider organizations. And few people have a greater perspective than Dr. Glenn Steele, former President and CEO of Geisinger Health System. Dr. Steele's leadership was instrumental in establishing Geisinger as a "regional clinical powerhouse with over $3.4 billion in reserves…
 
Today we're speaking with one of the pioneers of digital transformation: Phil Fasano, now CEO of Bay Advisors, formerly executive vice president and CIO Kaiser Permanente, one of the country’s largest nonprofit healthcare organizations. Phil ushered in the first EHRs and innovative mobile experiences to improve patient care, create great consumer e…
 
A “fireside chat” with Innovaccer CEO Abhinav Shashank and Mubadala Capital’s Alaa Halawa In December, we announced a $150 million Series E round at a $3.2 billion valuation, led by Mubadala Capital. Existing investors include B Capital Group, Microsoft’s M12 fund, OMERS Growth Equity, Steadview Capital, Tiger Global Management; and new investors W…
 
Few things have impacted healthcare over the past decade as much as the CMS Innovation Center's strategy. The past ten years of industry participation in Innovation Center testing and learning laid the groundwork for CMS's effort to drive broad and equitable health system transformation. Get ready for the next decade. This month CMS released its "I…
 
Seth Joseph's two-part article, "The EHR Is Dead, Long Live The EHR Platform," caused a stir when it was published by Forbes. Seth makes the case that the nation’s embrace of EHRs has failed to meet expectations, including improving care coordination, reducing overutilization and waste, enhancing patient safety, and more. On today's show, Sean Hoga…
 
Gregg Loughman, CEO of Perception Health, has a problem with one of healthcare's most used phrases: actionable insights. "If insights were easily actionable, then as a country we would not rank where we do in terms of mortality, morbidity, and healthcare outcomes for different disease states. The data is there," Loughman says. "The insights are the…
 
More and more HealthTech companies must support both B2B and B2C marketing efforts to meet the needs of their end customers. Companies must sway the minds and habits of medical professionals. Sometimes, the most efficient way to do so is to educate the patients so they, in turn, pique the curiosity of the doctors. At other times, both doctors and p…
 
Kevin Brennan is a healthcare change agent. He was instrumental in driving innovation at Geisinger during his 23 year role as CFO, where he helped the organization embrace healthcare IT to capture, collect, and use data in novel and impactful ways. Those innovations helped evolve the organization into a high-performance national leader in value-bas…
 
Dr. Eric Weaver saw what he calls "the dark underbelly of fee-for-service medicine" and how it doesn't always work in the best interest of patient care. He left the FFS world, started an ACO, and never looked back. Now, as executive director of the Accountable Care Learning Collaborative (ACLC), he joins other national leaders driving the movement …
 
Your marketing team. Where would your company be without them? Where would you? A good marketing team is made up of a diverse group of people with a variety of talents, soft skills, expertise, and an X factor which, for your vision, only you can define. How do you find the right people, assimilate them into your culture, and keep them motivated to …
 
Surgeons who use data and predictive modeling can help improve care quality and outcomes, and lower healthcare system costs, for one reason: they have a better understanding of what patients need, including social factors, and can marshal the appropriate resources to help them at the right time, in the right way. Listen in as Dr. David Nace and Dr.…
 
For two years prior to the pandemic, marketing executives were bemoaning the effectiveness and the future of trade shows. When the world shut live events down, organizations pivoted to online. Would in-person events return? If so, would they be even more ineffective as those before the pandemic? Industries outside of healthcare looked to HIMSS as a…
 
Every time you pick up your phone, open your computer, turn on your television, wake up your tablet, or start your enabled car, you are drawn into a user experience. How quickly, easily, and intuitively you navigate to your intended result broadly determines your satisfaction. HealthTech platforms, their sites, and their apps are often plagued with…
 
Today’s marketers wear many hats—when it comes to webinars, they have to build the slides, run the software, and follow up. Despite the reputation and stereotype of marketers being extroverted and performers, many don’t like being on stage or camera. The purpose of a webinar is to bring your attendees/audience closer to what they need. In this podc…
 
Today’s marketers wear many hats—when it comes to webinars, they have to build the slides, run the software, and follow up. Despite the reputation and stereotype of marketers being extroverted and performers, many don’t like being on stage or camera. The purpose of a webinar is to bring your attendees/audience closer to what they need. In this podc…
 
As of June 30, 2021, the ten largest reported healthcare data breaches have compromised the protected health information of 16-million patients. During the first six months of 2020, 3.5-million individuals had been compromised. Now more than ever, security is a top-level concern for every healthcare provider. Every HealthTech solution requires inte…
 
Why Studio CMO Exists HealthTech marketers are on a rare pilgrimage. The overall industry is one of the most robust economic forces in our society and HealthTech solutions are leading the way in innovation, patient connection, and much more. We created Studio CMO so that you could: learn ways to refine your market positioning build better and more …
 
Does Your Positioning Set You Up for Greater Success? Positioning is the art of articulating your unique value proposition in such a way that you begin a conversation with a potential customer. Both Golden Spiral and Newfangled are experts at helping companies define their market positioning for greater success. On this edition of Studio CMO, Newfa…
 
Is HealthTech Podcasting Worth The Investment? Should your company start a podcast or not? If so, how much will it cost, how much time it will take, and what can you expect from it? According to Podcast Industry Insights, there are 2.1 million podcasts, but only 36.5%—or 773,258—have released an episode in the last 90 days. Only about 423,000 have …
 
Subscribe | Transcript | Comment About Our Guest For the last four years, A. Chris Turner has guided our clients and our agency to organic and paid victories online as our Senior Director, Digital Strategy & Performance Analytics. He is a true SEO helping make websites work for companies for the last 15 years. Chris is a veteran of the United State…
 
Show Notes The Five Keys to Building Better KPIs for Your HealthTech Company Define your goals Ensure clarity of definitions Build a Culture of Attribution Remember: Data Tells a Story Make Informed Decisions John discusses content from his article, "When What You Know Can Kill Your HealthTech Marketing." Peter outlines the entire process in detail…
 
Show Notes Nicole Williams outlines several aspects of targeting the healthcare provider. "We must walk a mile in the patient's shoes." — Nicole Williams Remote or virtual healthcare has been adopted by less than 20% of Americans. RRD has created "Care Kits" to address the wide gap in digital adoption and the problems of many Americans who don't ha…
 
About Our Guest Laura Yecies is an entrepreneurial leader, strategist, and marketer. She has had a long background in tech including stints on Netscape and Yahoo. She has been consulting with Bone Health Technologies for the last year and was recently named CEO. She was a marketing consultant for Fabric Genomics, helmed SyncThink as CEO, led Catch …
 
Samantha Bergin is the chief marketing officer at 98point6, an on-demand digital primary care service founded in 2015 and headquartered in Seattle, Wash. Sam's nearly 25-year career centers around building and growing technology brands. Prior to 98point6, she served as vice president of marketing at Cozi, Inc., which was acquired by Time Inc. and i…
 
The Episode in 60 Seconds How well do you know your customer? Is your knowledge limited to a single sheet of paper with a fake name and some socioeconomic and psychographic data or have you taken a deeper dive? Joshua Oakes has spent his career helping companies understand their customers at a core level. He calls his approach, "Who First." On this…
 
The Episode in 60 Seconds How do you build a company that always puts the customer first? Sarah Acton, VP of Sales and Marketing for Athos, has done so by building a synergistic organization that shares customer stories, digs into customer needs, and listens to each other. On this episode of Studio CMO, Sarah discusses: How to Listen to Your Custom…
 
The Episode in 60 Seconds LinkedIn is one of the best ways for HealthTech marketers to identify and communicate with prospective customers. What are the fundamentals? What are the advanced tactics? In this episode of Studio CMO, we look at: Eight Essentials for Every LinkedIn Post to Maximize Your Engagement Three Ways HealthTech Brands Can Deepen …
 
Subscribe | Transcript | Comment The Episode in 60 Seconds How do you build a company that always puts the customer first? Sarah Acton, VP of Sales and Marketing for Athos, has done so by building a synergistic organization that shares customer stories, digs into customer needs, and listens to each other. On this episode of Studio CMO, Sarah discus…
 
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