Ep. 453 | Adapting B2B Healthcare Marketing to Consumer Needs

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
This episode features Taylor Sterling, CMO at MedBridge, discussing marketing in healthcare. Taylor shares insights on changes in the industry, like consumerization of care and the telehealth boom. MedBridge is adapting by improving the customer experience and launching new products while educating clinicians. Taylor discusses challenges like rebranding and expansion, emphasizing the importance of understanding customer needs and aligning marketing and sales. Predictions include continued consumerization and a shift towards therapy-first and home-based care models. Learn how MedBridge improves the buying journey, educates clinicians, and expands into new markets while navigating industry changes.

About the guest

Taylor has over 20 years of experience and a proven track record of success in driving growth, brand awareness, and developing breakthrough customer experiences. Before she joined MedBridge, she was the director of customer marketing for Google Workspace and SVP of marketing at Aurea, where she built teams and set and exceeded end-to-end go-to-market efforts. She is known for bringing incomparable energy, vision, and structure to marketing teams and delivering results. She is very passionate about building teams and brands through crisp, differentiated narratives and designing data-driven demand engines at scale.

Connect with Taylor Sterling

Key takeaways

- Healthcare is becoming more consumer-driven, with patients expecting convenient digital care options

- MedBridge is adapting to changes by improving the buying journey, launching new products, and educating clinicians on digital tools

- Rebranding an established healthcare company requires thought leadership, product innovation, and change management

- Understanding customer needs and aligning marketing and sales teams on shared metrics is critical for growth

- Future trends include increased consumerism, therapy-first models, and more care delivered in patients' homes

Quotes

“One of the massive trends that we've really seen, which I think sort of started in IT and has really moved everywhere, is really around consumerization. Our expectations as patients are very much similar to our expectations of how we consume any service, and we want that bar to be higher and better.”
Recommended Resource

Book:

- Good to Great

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