Articles for the Future of Healthcare

Academic Research Got Cited Less Than Commercial Content. Read That Again.

89% of B2B buyers use generative AI to research vendors. We analyzed 5,472 health citations to find what gets brands named, and what gets them skipped.

AI Didn't Make Your Marketing Generic. It Exposed That It Always Was

Adobe reported a 57% engagement lift from AI creative. A study of 293 writers shows the cost: every asset improves, the body of work flattens.

Your ICP Describes a Market. It Doesn't Describe a Buyer.

Firmographics tell you market size, not buying readiness. How healthtech teams build a situational ICP around triggers, capacity, and committee alignment.

Great Open Rate. Zero Replies. Your ABM Is Personalized, Not Relevant.

Great open rates, zero replies? In healthcare ABM, personalization isn't relevance. Learn the Specificity Test and Account Strategy Brief that actually land.

Own Three Topics, Or Stay Replaceable

73% of decision-makers trust thought leadership over your marketing. Most executives scatter across nine topics and own none. Here's how to pick three

The Conference Trap: What Healthcare GTM Teams Get Wrong About Events

Healthcare commercial teams spend enormous budgets on HIMSS, ViVE, and similar events with almost no way to measure whether it's working. The problem isn't the events, it's the absence of a commercial motion that converts presence into pipeline.