In the dynamic realm of health tech marketing, founders and business leaders at companies of varying stages and experiences often need a better understanding of the marketing landscape and the plethora of options available to them. Whether you’re a seasoned entrepreneur or a newcomer to the industry, effectively marketing and selling med tech and software solutions to payers and providers demands a tailored approach across owned, paid, and earned media channels. We know that there’s no way for you to manage it all effectively by yourself. In this article, we want to provide a comprehensive guide to help you successfully navigate this complex terrain and get some quick wins. 

Owned Media: Establishing Thought Leadership and Building Trust

A robust content strategy is paramount in establishing thought leadership and building trust within the healthcare industry. Through blogs, whitepapers, and case studies, showcase your expertise in health tech solutions, addressing key pain points such as interoperability and regulatory compliance while highlighting the tangible benefits of your products. Hosting educational webinars and thought leadership events provides an opportunity to engage with industry professionals, offering valuable insights into emerging trends, best practices, and innovative solutions.

Additionally, leverage compelling customer success stories and testimonials to build credibility and trust, demonstrating how your solutions have positively impacted healthcare providers and payers, driving tangible results and ROI.

Here are three examples you can implement right now to help generate more awareness, thought leadership, and leads:

  1. Start a Podcast: Launching a podcast focused on healthcare technology trends, challenges, and solutions allows you to showcase your expertise and engage with a broader audience. Invite industry experts, healthcare professionals, and satisfied customers to share their insights and experiences, positioning your company as a thought leader in the field. Promote your podcast across social media channels, email newsletters, and industry forums to attract listeners and generate leads.
  1. Run a Monthly Webinar Program with Customers and Prospects: Organizing monthly webinars featuring educational content, product demonstrations, and interactive Q&A sessions is an effective way to nurture relationships with existing customers and engage with prospects. Collaborate with satisfied customers to co-host webinars highlighting their success stories and real-world use cases, demonstrating the value of your solutions in action. Promote your webinar program through email invitations, social media posts, and targeted advertising to attract attendees and capture leads.
  1. Create a Social Media Plan that Ties Closely to Other Efforts like Email, Conferences, and Podcasting: Develop a comprehensive social media plan that integrates seamlessly with your other marketing efforts, including email campaigns, conference participation, and podcasting initiatives. Share valuable content, industry insights, and upcoming events across your social media channels to engage with your audience and drive traffic to your website. Utilize targeted advertising and sponsored content to expand your reach and attract new leads. Encourage social media followers to subscribe to your email list, attend webinars, and listen to your podcast for a cohesive and impactful marketing strategy.

Paid Media: Targeted Campaigns for Maximum Impact

Often, founders and leaders get intimidated by paid media, and they leave money on the table and opportunities untapped because of this. That doesn’t have to be the case. One of the easy ways to overcome this is to partner with an agency partner like Outcomes Rocket, which specializes in paid media for healthcare customers.

Implementing targeted paid media campaigns can significantly amplify your reach and impact within the healthcare market. Launching pay-per-click (PPC) advertising campaigns on platforms like Google Ads and LinkedIn enables you to reach decision-makers at provider and payer organizations with precision targeting and compelling ad copy. Collaborating with industry publications and influential bloggers to publish sponsored content further resonates with your target audience, addressing their pain points and positioning your solutions as indispensable assets.

Meanwhile, implementing retargeting campaigns ensures that you stay top-of-mind with potential clients who have interacted with your brand, tailoring your messaging to address their specific needs and pain points, reinforcing the value of your solutions, and encouraging action.

Here are three examples you can implement right now to help generate more leads:

  1. Launch Pay-Per-Click (PPC) Advertising Campaigns: Utilize platforms like Google Ads and LinkedIn to run PPC advertising campaigns specifically targeting decision-makers at provider and payer organizations. Craft compelling ad copy that highlights the unique benefits and value propositions of your solutions, addressing key pain points such as interoperability and regulatory compliance. With precision targeting, you can ensure your ads are seen by the right audience, increasing the likelihood of conversion and lead generation.
  1. Publish Sponsored Content with Industry Publications: Collaborate with respected industry publications and influential bloggers to publish sponsored content that resonates with your target audience of healthcare providers and payers. By addressing their pain points and challenges directly in sponsored articles, you can position your solutions as indispensable assets that address their specific needs. This strategy not only helps to build credibility and trust but also increases brand visibility among decision-makers in the healthcare industry.
  1. Implement Retargeting Campaigns: Stay top-of-mind with potential provider and payer clients by implementing retargeting campaigns across various digital channels. After prospects have interacted with your brand, whether by visiting your website or engaging with your content, retargeting allows you to continue nurturing these leads with tailored messaging. By addressing their specific needs and pain points in retargeting ads, you reinforce the value of your solutions and encourage action, ultimately driving conversion and lead generation.

Earned Media: Cultivating Relationships and Amplifying Your Reach

Cultivating relationships and securing earned media coverage are invaluable strategies for amplifying your reach and establishing credibility within the healthcare industry. Proactively engage with healthcare journalists and industry influencers to secure media coverage for your company and products, offering unique insights and expert commentary on relevant topics. Pursuing speaking opportunities at healthcare conferences, webinars, and industry events showcases your expertise and thought leadership, allowing you to share actionable insights and real-world case studies that captivate your audience and foster meaningful connections.

Additionally, identifying potential partners within the health tech ecosystem and exploring collaboration opportunities can expand your reach and enhance your offerings, facilitating mutually beneficial partnerships and driving business growth.

Here are three examples you can implement to help generate more brand awareness and third-party credibility in the marketplace.

1. Utilize Media Database Tools like Cision

Leverage media database tools such as Cision to compile targeted lists of journalists, editors, and influencers within the healthcare industry. These platforms provide comprehensive databases of media contacts, allowing you to identify relevant reporters and publications covering topics related to health tech.

By creating segmented lists based on factors like beat, publication type, and geographic location, you can tailor your media outreach efforts for maximum impact. Build relationships with journalists by offering them valuable insights, expert commentary, and access to exclusive content, positioning your company as a trusted source for healthcare news and information.

2. Comment on Trending Topics in the News

Stay informed about current events and trends in the healthcare industry, and identify opportunities to comment or contribute to relevant news stories. Monitor news outlets, industry publications, and social media platforms for discussions on healthcare technology trends, regulatory changes, or emerging challenges facing providers and payers.

By offering your expertise and perspective on these topics, you can position your company as a thought leader and generate valuable media coverage. Reach out to journalists covering related stories with timely and insightful commentary, demonstrating your company’s knowledge and relevance in the industry.

3. Participate in Industry Awards and Recognition Programs

Identify and participate in industry awards and recognition programs highlighting innovative companies and health tech solutions. Research prestigious awards programs, such as the Healthcare Innovation Awards or the Healthcare IT News Awards, and submit nominations showcasing your company’s achievements and contributions to the industry.

Winning or being nominated for awards not only provides validation and recognition for your company but also generates positive media coverage and enhances your reputation among providers and payers. Be sure to leverage your award nominations and wins in press releases, social media posts, and other marketing materials to amplify your company’s visibility and credibility.


Navigating the complex healthcare marketing landscape requires a strategic and multifaceted approach tailored to the unique needs and challenges of healthcare providers and payers. By leveraging owned, paid, and earned media channels effectively, you can elevate your brand, engage with key stakeholders, and drive meaningful business outcomes. Stay agile, stay informed, and focus on delivering value that resonates with your target audience.

Outcomes Rocket specializes in healthcare across all three segments of owned, paid, and earned media marketing. If you are ever feeling intimidated or need a thought partner to help you grow by selling to payers and providers more effectively, reach out to us.