How Healthcare Marketers Build for a Buying Process They Don't Control

Healthcare buying committees are large, slow-moving, and full of stakeholders with competing priorities. Adam Turinas understands this from both sides of the table. Before founding Health Launchpad, he spent years running a health tech company navigating the same complexity his clients face today. In this episode, he shares how to approach account selection, map buying committees, and build measurement frameworks that connect marketing activity to pipeline. He also covers where AI adoption is creating a genuine competitive opening for healthcare marketers right now and what it takes to treat it as infrastructure rather than a productivity shortcut. Connect with Adam Turinas:   / adamturinas   Check out Health Launchpad: https://healthlaunchpad.com/ 00:00 Introducing Adam Turinas 01:26 What Health Launchpad Does and Who It Serves 02:44 How Adam Built ABM as a Superpower in Healthcare 07:54 Why Healthcare B2B Is Different: Longer Cycles, Larger Committees 11:22 Mapping the Full Buying Committee in Healthcare 16:49 Relationships and Trust as Competitive Advantage 18:26 ABX: Turning Clients into Strategic Partners 19:43 Connecting Marketing to Revenue with Deal Stories 21:51 AI Adoption in Health Tech Marketing: From Tactics to Strategy 24:25 Market Disruption and Shifting Buyer Behavior 28:01 What Healthcare Marketers Are Getting Wrong and What to Do Instead 28:32 Why the Inbound Model Is Broken and What's Replacing It 31:36 The Takeaway for Healthcare B2B Marketers #b2bmarketing #healthcaremarketing #healthtech