The road less funded

One road is marketing you can easily see. Growth usually lives on the other road.

Aug 20 • Heather Lodge

Marketing never had a shot

Real direction, a number to answer to and someone with the authority to say no. Most functions never had all three.

Aug 13 • Heather Lodge

The cut list

Your customers are slimming down their vendor lists. Someone will finish 'We HAVE to keep them because ___' about your company this year. Can they make…

Aug 5 • Heather Lodge

July 2026

The Question That Kills Health System Deals: "Whose Job Is This?"

Sales doesn't ask. Marketing doesn't know. Your champion walks into the CFO's office with a demo recording and hope.

Jul 28 • Heather Lodge

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Selling to Health Systems Starts with Knowing the Journey, Not More Leads

Before you push marketing for more pipeline, find out what stage your stalled deals are actually sitting in.

Jul 22 • Heather Lodge

Everyone Buys Marketing Execution. Almost No One Buys Direction.

The part no one pays for is the part that decides whether everything else works.

Jul 8 • Heather Lodge

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You Probably Don't Have The Marketing Problem You Think You Have

There are only four core problems, and most people misdiagnose which one they're in.

Jul 1 • Heather Lodge

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June 2026

Three Healthcare Shifts Have Moved The Market Since January. Your H2 Plan Probably Hasn't Caught Up.

Ah, summer. Pipeline's quiet and calendars are open... the perfect conditions to take stock, course-correct and walk into the fall with a stronger plan.

Jun 29 • Heather Lodge

The Revenue Hiding in Your Pipeline

You already paid to generate the pipeline. Low conversion leaves the revenue sitting in it.

Jun 24 • Heather Lodge

Why Health Tech Companies Stop Trusting Marketing

The strategic layer most companies skip, and why marketing keeps failing until it's in place.

Jun 17 • Heather Lodge

October 2025

Why Your Better Product Is Losing to Their Better Story

Why healthcare buyers choose inferior products (and the three positioning shifts that change the equation)

Oct 8, 2025 • Heather Lodge

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August 2025

The Anti-Epic Playbook: How Health Tech Startups Can Turn Incumbent Advantages Into Vulnerabilities

Epic's AI vault looks impenetrable, until you realize the cracks are where the real opportunities lie.

Aug 27, 2025 • Heather Lodge

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