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.

Jun 29 • Heather Lodge

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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 25 • 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.

Jun 22 • Heather Lodge

1

The Revenue Hiding in Your Pipeline

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

Jun 22 • 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

19

The AI Paradox: Why Your Customer & Investor Stories Need Two Different Scripts

Two audiences. Two priorities. The AI story investors love isn’t always the one healthcare buyers will buy. Here's how to tailor your AI narrative for…

Aug 13, 2025 • Heather Lodge

27

Your Health Tech Marketing Needs Regulatory Risk Segmentation (Not Just Demographics)

What happens when your go-to-market strategy assumes regulatory uniformity in a world where it doesn't exist?

Aug 6, 2025 • Heather Lodge

25

July 2025

Rural Hospitals Don’t Just Want Innovation. They Need Infrastructure That Pays for Itself.

Health tech companies have to rethink how they sell (not just what they sell), repositioning their products as core infrastructure that delivers value…

Jul 30, 2025 • Heather Lodge

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Healthcare's Geographic Divide: Where to Deploy Your Marketing Resources Now

Kentucky's looking at $12B in Medicaid cuts after the passage of the One Big Beautiful Bill while Texas faces different dynamics entirely. Here's how to…

Jul 23, 2025 • Heather Lodge

The One Big Beautiful Bill Passed. Here's The Marketing Pivot Every Health Tech Company Needs to Make.

I've been putting off my newsletter for 2+ years. Here's why the One Big Beautiful Bill finally made me hit publish.

Jul 16, 2025 • Heather Lodge

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