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Channel disruption: Navigating 5 fundamental shifts in healthcare marketing and sales channels

A comprehensive resource on navigating channel disruptions in healthcare

Over the past four years, the Covid-19 pandemic, tightened marketing budgets, and consumer migration to digital channels have forced major changes to healthcare companies’ sales and marketing efforts. Marketing and sales leaders must now adapt to this new landscape by allocating shrinking budgets effectively, transitioning away from agent-led sales, and harnessing the power of automation to deliver personalized experiences at scale.

Drawing on deep industry expertise, this paper examines five disruptions impacting go-to-market strategy along with specific best practice solutions for navigating:

How to optimize a sales coverage model amidst shifting market dynamics
The art and science of calibrating the role of aggregators in a successful go-to-market strategy
The brand awareness imperative and its role in an insurer’s long-term success
How to strategically plan for local success and avoid the local marketing measurement trap
How to overcome the challenges of scaling personalized journeys

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This 27-page paper covers several topics in-depth…

Sales Disruption

Changing balance between self-service and agent-led channels
The role of aggregators

Marketing Disruption

The importance of brand marketing
Leveraging local marketing strategies effectively
The potential of (and barriers to) marketing automation platforms

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A roadmap for modern B2B go-to-market: Part 1 – growth design

A comprehensive resource on building stable, predictable revenue growth

In an era of rapid tech acceleration, maintaining executive poise can be challenging. Yet, amidst this dynamism, it’s growth that addresses all business quandaries. Successful leaders who build reliable, robust revenue streams will safeguard against diverse market factors. This is the crux of go-to-market strategy. This first whitepaper in our series on “A roadmap to modern B2B go-to-market,” kickstarts with an exploration into establishing consistent growth, drawing from our experience and countless client engagements. We dissect common go-to-market blunders and uncover the success formula of high-growth B2B firms. Consider this the indispensable manual for executives crafting a modern, sustainable go-to-market strategy.

This 49-page paper covers several topics in-depth…

Definition, history, and modern B2B go-to-market
Organic growth phases
Opportunity mapping, segmentation, targeting, and revenue motions
Coverage and role design
Organizational design and capacity planning

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A roadmap for modern marketing analytics

How to make marketing science a reality—and deliver the analytic results that executives want

For all the promise of data-driven marketing decision-making, Gartner predicts CFOs will slash marketing analytics budgets by up to 60% in 2023. Companies have spent years building up these teams—however, they have largely been unable to deliver the data-driven results that executives want. In fact, the same study estimates that marketing analytics influences only 53% of marketing decisions.

Within this comprehensive resource, we cover the challenges of and approaches to operating an effective marketing analytics organization. First, we define the scope of marketing analytics, using a jobs-to-be-done framework: What (reporting on facts); Why (digging into causes); Who (understanding audiences and customers); How (attribution and mix); and What Will Happen (predictive modeling). Finally, we cover the seven functional areas that enable these jobs, and the best practices that make them work effectively: source systems, data pipelines, analytical data storage, data science, business intelligence, project management, and team skills.

This whitepaper is a detailed, concrete resource for marketers and marketing analytics professionals looking to take their organizations to the next level of data-driven decision-making.

Learn what marketing analytics teams need to better diagnose issues, predict outcomes, and allocate resources.

The six most common failure points for marketing analytics
The five key marketing analytics jobs-to-be-done
The seven functional building blocks of great marketing analytics teams

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Top 10 XaaS marketing trends for 2023

Key marketing priorities direct from Microsoft, Pitney Bowes, Acumatica,and SiriusXM

For technology businesses, moving from traditional on-premises sales and licensing models to an “as-a-service” subscription model is critical. Yet, while the upsides of recurring revenue streams are substantial, there are risks. This flexible, ongoing billing model gives customers more leverage to switch if they can find alternate solutions that offer a better customer experience (CX) or enhanced features. Today’s technology businesses must redefine their go-to-market strategies and tactics to ensure adoption, usage, and renewal to avoid attrition.

Download the whitepaper for a 10-page summary of key marketing trends increasingly defining success for technology marketing leaders.

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A comprehensive resource on navigating channel disruptions in healthcare

Thank you for Downloading

Subscribe to Marketbridge Updates

This 27-page paper covers several topics in-depth…

Sales Disruption

Marketing Disruption

What’s next?

Benchmarks to blueprint: How financial services marketers can elevate marketing execution

A new golden age for employee benefits

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A comprehensive resource on building stable, predictable revenue growth

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s next?

Benchmarks to blueprint: How financial services marketers can elevate marketing execution

A new golden age for employee benefits

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How to make marketing science a reality—and deliver the analytic results that executives want

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s next?

Benchmarks to blueprint: How financial services marketers can elevate marketing execution

A new golden age for employee benefits

2025 marketing strategy benchmarks

Key marketing priorities direct from Microsoft, Pitney Bowes, Acumatica,and SiriusXM

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s next?

Benchmarks to blueprint: How financial services marketers can elevate marketing execution

A new golden age for employee benefits

2025 marketing strategy benchmarks

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