About Diagnosis: Marketing 🩺 📈
The newsletter for health tech leaders who have a marketing team in place and still aren’t sure the work is moving revenue.
I'm Heather Lodge, fractional CMO and founder of The Hybrid CMO. For the past seven years, I’ve worked with growth-stage health tech and healthcare services companies to make sure the marketing work their teams are already doing is the right work, pointed at pipeline instead of activity.
What You'll Get
Every issue delivers something you can use the same week:
Strategic pivots you need to make before your competitors figure it out
Battle-tested frameworks I use with my own clients for messaging, positioning, and go-to-market strategy
Policy breakdowns that translate regulatory changes into marketing opportunities
Market intelligence on funding shifts, consolidation trends and competitive moves
Real client case studies showing what works and what doesn't
Why I Started This Newsletter
Most marketing advice is written for two audiences: scrappy founders doing everything themselves, or enterprises with 40-person departments. Almost nothing speaks to the company in between, the one that has hired a marketer or two and still can’t connect that work to revenue.
Healthcare makes that gap more expensive. Longer sales cycles, complex buying committees, regulatory constraints, and policy shifts that reshape markets overnight mean a smart team pointed at the wrong priorities burns quarters, not weeks.
This newsletter is written for that missing middle.
Who This Is For
Health tech CEOs and founders who have a small marketing team and want to know it’s working on what matters
Marketing teams of one to three who want their work tied to pipeline, not just output
Business development professionals selling into healthcare organizations
Investors and advisors who need insights into health tech marketing trends
My Background
I’ve spend the last seven years in health tech marketing, with the last three year as a fractional CMO for companies from late Series A through Series B. My clients have marketing teams doing the work. I make sure it’s the right work. I specialize in:
Strategic messaging and positioning for complex healthcare buyers
Marketing team direction and prioritization for lean teams
Account-based marketing for health systems and hospital networks
Go-to-market strategy for regulated healthcare technology
Pipeline progression tracking and sales-marketing alignment
Let's Connect
Have a specific challenge or question about health tech marketing? Reply to any newsletter or reach out:
Subscribe and get insight built for companies in the missing middle: too big to wing it, not big enough for a full marketing department.
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