[Applied Theory Series] Peter Smith — Crafting RevOps Funnels and Building High-Performing Teams

Welcome to the debut episode of our exciting new monthly series on the Buyer Matrix, brought to you by goratio.com! In this episode, we unveil our innovative approach to understanding and engaging with key players in the healthcare technology sector through our newly launched Buyer Directory. Join us as we delve into the intricacies of the Buyer Matrix methodology, designed to provide invaluable insights into some of the most sought-after healthcare technology buyers. Whether you're a seasoned industry professional or just starting out, this series promises to offer enlightening discussions and actionable strategies for engaging with the healthcare market. Hosted by John Farkas, alongside Jess Head, we'll explore how the Buyer Matrix℠ empowers companies to navigate the market with precision, empathy, and trust. 

Show Notes

(0:42) Introducing the New Monthly Series

(4:54) Defining the Buyer Matrix

(15:07) Effective Marketing Communication for Teams

(23:49) Highlighting the Core Challenges CIOs Face

(26:49) Closing Thoughts

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

On this episode of Healthcare Market Matrix, host John Farkas is joined by Christopher McCord, Managing Director at Healthcare Growth Partners (HGP), an investment banking and strategic advisory firm exclusively focused on transformational Health IT. HGP combats breakdowns between stakeholders in the traditional banking model and our healthcare system by aligning with its clients through engagement design, client transparency, and its fundamental desire to do right by those who put their trust in them. Additionally, Healthcare Growth Partners’ passion for healthcare inspires them to generate broad, overarching improvements to the functionality and sustainability of health by delivering customized guidance to select clients looking to execute high value health IT, health information services, and digital health transactions. Throughout the episode, Christopher expands on the culture of investment banking and engages in a discussion on the current healthcare market and what one can expect from it in the future. 

Show Notes

(1:17) Introducing Christopher McCord and Healthcare Growth Partners

(18:36) Healthcare Growth Partners’ Approach to Partnerships

(34:44) An Analysis of the Current Market and Its Horizon

(51:55) The Future of Healthcare Sectors

(1:07:36) The Culture and Expectations of Investment Banking

(1:13:31) Closing Thoughts

On this episode of Healthcare Market Matrix, host John Farkas sits down with Mac Davis and Dr. Ramon Jacobs-Shaw from Belong Health where Mac serves as the VP of Digital Product and Data and Dr. Jacobs-Shaw is the Chief Clinical Officer. Belong Health delivers a more compassionate, straightforward insurance experience for Medicare-eligible individuals by partnering with regional health plans to help them launch or grow market-leading Medicare Advantage and Special Needs Plans. Additionally, Belong Health believes high-quality health care should be accessible to all, and local, regional health plans are best positioned to serve their communities as their trusted health insurance partners.Throughout the episode, Mac and Dr. Jacobs-Shaw expands on how Belong Health is doing a phenomenal job at addressing and finding solutions for care gaps in the healthtech industry. 

Show Notes

(1:21) Introducing Mac Davis and Dr. Ramon Jacobs-Shaw

(13:01) How the Culture of Healthcare Systems Impact Consumer Transformation

(22:21) Leveraging Technology to Address Care Gaps for Underserved Populations

(36:48) Frustrations and Shortcomings within the HealthTech Sector

(45:46) Closing Thoughts

On this episode of Healthcare Market Matrix, host John Farkas sits down with Mitch Holdwick, Director of Consumer Transformation at Innovaccer, the number one platform for value-based care that unifies patient data across systems and care settings, and empowers healthcare organizations with scalable, modern applications that improve clinical, financial, operational, and experimental outcomes. With over fourteen years of experience with a healthcare marketing focus, Mitch has an honest approach to consumer engagement strategies and has successfully led teams working to drive volume with business and service line priorities. Throughout the episode, John and Mitch discuss how Innovaccer is unifying patient records and patient data and how Innovaccer is marketing in the health systems.

Show Notes

(1:12) Introducing Mitch Holdwick and Innovaccer

(8:30) The Unification of Patient Records and Patient Data

(16:21) Rediscovering the Joy of Medicine

(18:18) How Innovaccer is Marketing in the Health Systems

(23:02) Delineating between Target Markets

(31:33) Measuring Success with Proactive Engagement Strategies

(37:21) Customer Relationships and Engagement Initiatives

(50:15) Innovaccer’s Newer Products and Offerings

(54:06) Closing Thoughts

There is a clear distinction between individuals who seek to promote themselves by advancing technology in healthcare and those that seek to move healthcare forward by advancing meaningful technology. Bill Russell, Founder & Podcast Host of This Week Health is undoubtedly the latter. Formerly the CIO for St. Joseph’s Health, Bill oversaw a $6.5 billion healthcare system with sixteen hospitals, and he has contributed to IT advancements such as agile cloud development in healthcare. On this episode of Healthcare Market Matrix, Bill joins host John Farkas to discuss the unique challenges CIOs face, adopting healthtech solutions, AI’s impact on healthcare, and much more.

Show Notes

(1:11) Introducing Bill Russell

(3:29) The Unique Challenges of the CIO Role

(7:29) Tips for Pitching to CIOs

(13:53) What Problems Are CIOs Solving Today?

(17:29) Finding New Tech Solutions through Other Health Systems

(21:48) Bill on Failed Implementations

(26:35) Partnering with Health Systems

(28:22) Bill’s Expectations for AI’s Impact on Healthcare 

(34:22) The Need for AI Policies in Healthcare

(42:24) AI’s Impact on Other Industries

(45:32) Bill on Why Healthcare Needs to Integrate Quickly

(48:06) Bill’s Favorite Transformative Ideas in Healthcare

(52:14) The Importance of Quality Leadership

(57:44) Closing Thoughts

Read a transcript of this episode: https://goratio.com/podcast/the-cio-journey-from-information-to-innovation-in-modern-healthcare

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Links & Resources

This Week Health 

Health Lyrics

bill@thisweekhealth.com

On this episode of Healthcare Market Matrix, host John Farkas sits down with Andy Flatt, Senior Vice President and CIO of National HealthCare Corporation, or NHC, which is the oldest and among the largest publicly traded, long-term healthcare companies in the nation. Andy has 40+ of experience in a combination of public and private healthcare organizations, including more than twenty years as a CIO. Throughout the episode, John and Andy discuss the scope of NHC, Andy’s leadership approach working in a high-pressure environment, and the role Andy sees technology playing in the future of NHC.

Show Notes

(1:25) Introducing Andy Flatt and National HealthCare Corporation

(7:32) A Look into Andy’s Position at NHC

(11:45) Critical Concerns in the Eldercare Space

(22:56) Challenges with Implementing New Technology

(26:20) Partnering with Solution Providers

(34:59) What NHC If Looking For with Solution Providers

(44:56) Anticipating NHC’s Future Development

(51:25) Closing Thoughts

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On this episode of Healthcare Market Matrix, John Farkas is joined by Aaron Hillman, advisory board member at Ratio, to discuss the intricacies of marketing products and solutions to healthcare enterprises, specifically with a consultative approach. Throughout the episode, John and Aaron emphasize the importance of getting out into the field to gather intelligence in order to effectively meet the market’s unmet needs. And with almost twenty years in the industry, Aaron shares his thoughts on how to assert value propositions through strategic and targeted content.

Show Notes

(0:20) Introducing Aaron Hillman

(2:39) Unifying Growth Efforts with a Consultative Marketing Approach

(8:00) Stewardship as a Consultative Marketer

(13:04) Critical Interactions in the Translation Layer

(25:13)The Importance of Intelligence Gathering

(32:34) Meeting the Needs of the Market

(40:56) Asserting Value Propositions through Content

(52:28) Closing Thoughts

On this episode of Healthcare Market Matrix, host Jessica Head is back for another episode in her Applied Learning series. Jessica is joined by Kyle Numann, design and development director at Ratio, for a conversation about how marketers and their teams can build digital platforms designed for growth and scale. Together, Jessica and Kyle cover the importance of making data-driven solutions when introducing a brand, the power of the buyer matrix, and designing for diverse populations.

Show Notes

(1:18) Introducing Kyle Numann

(3:16) Making Data-Driven Solutions When Introducing a Brand Digitally

(6:27) The Buyer Matrix

(9:38) Designing for Diverse Populations

(12:41) Closing Thoughts

Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter

On this episode of Healthcare Market Matrix, host John Farkas sits down with Reed Smith, Chief Consumer Officer at Ardent Health, for a conversation about Reed’s role with Ardent and his thoughts on the state of the healthcare marketing industry. Reed has spent twenty years in healthcare marketing, serving in prominent positions for the Texas Hospital associations and working with the world’s largest healthcare brands and providers as a strategist. Throughout the episode, John and Reed discuss Ardent’s approach to AI, the importance of a clear value proposition, and what Reed looks for in providers.  

Show Notes

(1:04) Introducing Reed Smith and Ardent Health

(7:08) Reed’s Role at Ardent

(15:17) Ardent’s Main Partnerships

(22:41) Engaging with Different Consumer Segments

(27:42) Ardent’s Approach to AI

(30:49) Reed’s Three-Year Outlook with Ardent

(36:47) The Importance of a Clear Value Proposition

(42:38) Looking for Innovation at Conferences

(45:34) What Reed Looks For on Provider’s Websites

(48:54) Closing Thoughts