How to Choose the Right Paid Media Playbook for Healthtech

0:00Paul Vandre: And what the data shows is that if you're not one of the one or two products or services that they're looking at first, and you're just kind of thrown on at the end, then the likelihood of you winning is exceptionally small. And so a lot of the time they already have in mind based off of who they've had this relationship with and who they've seen the most exposure to. And whoever gets added first to that list of potential services or potential partners, they almost always win. So you got to get early in on that to be able to ensure that you're not just a throw-in. I know you're not going to win, but you're wasting a lot of time and energy trying to win a deal that you have a very low likelihood of winning.

0:44Hello and welcome to the award-winning Health Tech Marketing Show, the podcast where health tech leaders learn how to build pipeline that actually closes. I'm your host, Adam Turinas, CEO of Health Launchpad. Before we get into it, a quick thank you to all of you who tune in. We've got more than 140 episodes in the library. So if you haven't already done so, please hit follow or subscribe so you don't miss what's coming up next. And you can also kind of check out all the other episodes that we've done. This show is proudly syndicated through Healthcare Now Radio's syndication network. That's the 24-7 healthcare-only radio network and podcast syndication service.

1:28Big thanks to Roberta and Carol over there for making that happen every week. You really help us reach more people. Today, I'm joined by someone a lot of you may already know. That's my colleague, Paul Vandra. Paul's a longtime Health Launchpad team member. He's been with me for over five years. and his focus is paid media and demand generation campaigns. He's worked across dozens of health tech clients, building the paid strategy that sits underneath both demand gen and ABM programs. And he also leads the engagement for several of our ABM clients as well. Paul was last on the show about a year or so ago, talking about programmatic.

2:17This time we're going broader and we're going to talk about how to diagnose whether you should be running a classic demand gen campaign or moving to a true ABM motion. and what types of signals are actually going to matter and why the channel everybody seems to want to lean in on, LinkedIn, usually isn't enough on its own. And sometimes it just may not be the right channel. So let's get into the show and meet Paul. Paul, welcome back to the show. It's been a while. I think we had you on about 18 months ago to talk about programmatic. So for those of folks who don't know you, tell us a little bit about yourself.

3:08What do you do at Health Launchpad and what's your background?

3:11Paul Vandre: Yeah, sure. It's good to be back. I'm a longtime Health Launchpadder. I've been working with Adam for over five years now. And my focus and my background really is around paid media and demand generation campaigns. So I've worked in agencies in-house for a long time and have just developed an expertise on how to use paid media to be able to reach the accounts and the goals that you want to hit for your campaigns. And so that's what I've been helping Health Launchpad with. Yeah, I think I was counting the other day. I think you've worked with about 30 clients over that time period. It seems like a lot, but it does seem like it must be.

3:49Yeah, it's crazy, right? Yeah. Okay, well, yeah. So today's topic is we're going to get into sort of talking about the role of paid media in demand generation and ABM. But sort of like stepping back a bit, there's such a wide spectrum of how to do B2B marketing. And when you first meet a company, how do you help them diagnose what's the right approach for them?

4:17Paul Vandre: Yeah, I think there's a lot of variables. But I think ultimately, like the first thing that we ask ourselves when we're trying to determine, you know, what type of approach is going to make sense from a paid media and demand generation perspective is really like what the likely path to a buyer becoming an opportunity is going to look like. And so there's some of our clients where what they're selling is not as big of a lift from an approval standpoint, or it's not as big of an investment or the people that we're selling to are more reachable in a way that we feel like there's actually a chance where someone could see an ad or a series of ads, click on it, go to a landing page or a form, submit that form, then take a meeting.

5:01Paul Vandre: And in those scenarios, when what you're selling is something that you can see that path working and that someone would actually come through in that way and submit a demo request or a pricing request or what have you, then we really build our campaigns more in a way to capitalize on the interest from people that are prepared to be able to fill out a form in that way. But we have other clients where that's just not how they buy, right? They're buying more from relationships and it's a long process. They need lots of times and touches and you're going to need to see them at events and they're going to need sales reps reaching out to them.

5:36Paul Vandre: And that's a kind of traditional enterprise level healthcare type buying cycle. And for those, it's really less about getting someone to submit a form that's going to submit a demo request off of a LinkedIn ad. This just doesn't happen all that much. But it's more about trying to surround the buyer group, getting multiple touch points, tracking those signals to then being able to pass that information on to the sales team or the marketing team to be able to do more curated follow-ups based off of that intent. So I think it really is about what the likelihood of someone seeing an added converting is versus having this kind of broader need to surround that buyer group and then to be able to layer on more and more outreach based off of the signals that you're seeing.

6:17And do you have like a rule of thumb where you can decide based on, I don't know, maybe sort of deal size or size of customer or I don't know, whatever it is about nature of the buyer, where you kind of go, okay, you fit into more of the ABM box as opposed to the demand jet box.

6:34Paul Vandre: I think there's kind of two rules of thumbs I'm looking at. One is like 50K. It's kind of like a line of demarcation between when people start to just need a lot more consideration before they're willing to submit a demo request and talk to a sales rep. The other is, I think that's something that we see in healthcare is who you're selling to. So if you're selling into hospitals and health systems in general, there's just too many layers of approval, too many people involved. And so those tend to be more ABM type sales. If you're selling into clinics or outpatient or smaller type institutions, then the likelihood of getting someone that's an owner or a physician at those institutions to be able to submit a form and want to talk to you is just a lot higher.

7:16Paul Vandre: So I think those are kind of the two things we're looking at as who you're selling to and what the deal size is. And 50K tends to be a general ballpark for that. Yeah, that makes a lot of sense. So let's get into the ABM track. Describe how a healthcare system buys and what's the role of paid digital media in helping with that? Yeah, so these healthcare systems tend to buy more off of trust and more off of relationships. And it's, I think the thing that we try to do with our paid media is to support those, right? So we're trying to build brand familiarity within that institution, within those target accounts.

7:56Paul Vandre: We're trying to build, I think ultimately the goal would be people that are in that buyer group to be able to say, oh yeah, I know who those guys are. I know what they do, right? And that's a huge win, just to be able to break through the noise to the point where they understand who you are, what you do, and what your value proposition is. And to be able to feel like you're getting coverage across the buyer group. So I think those bigger healthcare systems tend to generate a small list of who the possible vendors are. There tend to be one or two that are just like the incumbents that everyone is aware of, depending on the area that your product or your service is falling into.

8:32Paul Vandre: And then your goal is just to be one of those that breaks in. And if you're not one of the big players in the space, you have to get there early to be able to plant seeds to get included on that list. And then once you're on that list, it's long, right? It's a big analysis. And they're going to be, nobody wants to be the first. If you're a big health system or a hospital, you don't want to be the first one to use a service or a product. Generally, you want to have some market validation. And so that's a big obstacle to get over if you're new, is to be able to prove that you can be trusted and you're not going anywhere.

9:05Paul Vandre: So a lot of what we're trying to do is just build trust, build engagement within the buyer group, and then capture those signals so that we can then do more personalized outreach based off of what it is that they're engaging with. what is the value prop that's most appealing to them? And then start doing more personalized outreach, whether it's email or LinkedIn or direct mail or what have you to be able to help to be able to solidify the relationship that you're building within that account. It's a very different way of thinking about it. Yeah, you've made this point. I heard you say this once that it's like, if you, by the time someone actually books a demo, it's already too late for the ad to have done its job.

9:42Can I explain that a little bit?

9:43Paul Vandre: But yeah, I think the point when someone is already deciding to book a demo, then I think at that point, you have had to have already been in market and advertising to that account, or else you have already kind of lost that initial battle. And what the data shows is that if you're not one of the one or two products or services that they're looking at first, and you're just kind of thrown on at the end, then the likelihood of you winning is exceptionally small. And so a lot of the time they already have in mind based off of who they've had this relationship with and who they've seen the most exposure to.

10:21Paul Vandre: And whoever gets added first to that list of potential services or potential partners, they almost always win. So you got to get early in on that to be able to ensure that you're not just a throw in. Not only are you not going to win, but you're wasting a lot of time and energy trying to win a deal that you have a very low likelihood of winning. I think the stat that I heard from Sixth Sense is that 84 % of cases, the first company they call is the company that wins the deal because they've already made their mind up. And they don't usually call until they're about three-quarters of the way through their buying process.

10:56So if the buying process is a year, and actually it could be 18 months, let's say it's a year. And so, and if they start in January, when they start calling like this time of year, right? September, whoever they call first is the one who's actually going to win the deal. 84 % of the cases.

11:10Paul Vandre: Yeah, I think a lot of ways, if you're the first, your job is just to not blow it, right? I think a lot of those 15 % are when they kind of had someone in mind, but then they lost momentum with that vendor. And so they went elsewhere. But being in that first position is everything. In the words of Ricky Bobby, if you ain't first, you're last. Yeah, the great poet once said, Yeah, exactly. So following on from that, I mean, if the buyer has or he has a shortlist before they've talked to anyone, you know, what's the role of digital advertising? I mean, to get on that list, right? I think ideally, it's really the natural inclination is to invest against low funnel, high intent type channels as your first outreach.

11:53Paul Vandre: And that's not necessarily bad, especially if you're just getting started. But it doesn't work like you think it would. Like going on to Google search and people that are Googling and looking for solutions. Again, that in some avenues and other jobs I've worked at, that can work. But it doesn't really work in the same way in healthcare. So what we're trying to use the paid media for is to be able to speak to your target accounts at whatever stage they're in their relationship with you. whether that's building awareness or if they already are engaged to build more high types of intent with those accounts to be able to build in a deeper relationship that's moving towards you know ultimately an opportunity and then once they're in the sales process it doesn't end there like you still are trying to support that process relieving some of the potential concerns or building excitement around your solution as they're analyzing you with the other so it's like following them through that process of the buyer journey and customizing the content that they're receiving based off of who they are and what stage they are in that buyer journey.

12:57You mentioned early on the discussion of the notion of signals. So kind of explain a little bit about signals and then what are the different signals that you're looking for throughout a buyer journey? And then, you know, how you and the team respond to that? Yeah.

13:11Paul Vandre: So I think there are signals at every stage, right? So if the goal is to drive awareness early on, those signals can be like, how many tracked impressions are you getting within that account? What is the frequency of ad impressions that you're getting on a per user basis? So how are you successfully surrounding that account? And then once you start to see engagement, that becomes things like, are you seeing people watching more than 50 % of a video? Are they clicking on the ads? Are they visiting your website? Are they viewing pricing pages? There's all different types of more intent based off of the amount of engagement that's taking place and the quality of that engagement.

13:48Paul Vandre: And then ultimately, you're moving into the point where you're tracking, are they submitting forms? Are they attending webinars? Are they downloading content? And that signals an even more type of level of engagement. And then above that, there's all third-party signals as well that you can layer on, things like Bombora-type intent data or other intent sources that are out there. content syndication can be a good way to capture other intent from your target list. So there's a lot of different signals that you can track even G2 visits if that's a platform they have access to. And you're just trying to create essentially a view within your target account list of what's happening within that target account list.

14:27Paul Vandre: What can I see that they're doing? And hopefully over that time, you're tracking to the point where you're reaching a threshold that suggests like, okay, they're really actually interested. Let's level up on our media investment against this account and let's level up our personalized outreach to this account. Yeah. I mean, it's hard for clients, right? Because they're judged for the marketing directors and the CMOs and VPs of marketing because they're judged on results. So if you're in this demand gen, if you're at the other end of the spectrum of short sales cycles, low cost, it's basically, you know, it's coin operated if it's working well.

15:01But with ABM, it's more about the notion of influence. And so, So, you know, how do you help sort of the marketing clients, the marketing leaders create a picture for the revenue team and for their bosses, who is probably the CEO, that shows, look, I know you can't absolutely attribute, you can't sort of one for one attribute the impact of paid digital and what we're doing from an ABM perspective on revenue. But here's why influence actually matters and it's legitimate. that.

15:35Paul Vandre: Yeah, I think there's kind of the pre-closed view of that, like within the real-time view, and then there's the look-back view of it that kind of helps to close that loop and to be able to paint that picture. I think in real-time, what we're trying to do is show progress. So let's say you start out with 100 target accounts, and at the beginning of that, you have no awareness within any of them that's been tracked, no engagement. And then over time, you're seeing that progress to the point where you're generating what is clearly high levels of engagement within specific accounts to the point where they're starting to, you know, raise their hand in a way without actively filling out a form.

16:11Paul Vandre: But you're seeing enough signals to be able to suggest like, okay, this account is really a market and they're engaging with us and they know who we are. And so you're kind of seeing in a real time the progress that you're making within those accounts. And ultimately, I think where the rubber hits the road from most, when you're looking at it from like a demand perspective is you're generating marketing qualified accounts, accounts that you feel like there's real interest in those accounts and moving those to opportunities. And once you're seeing that steady flow of, hey, like we generated 10 marketing qualified accounts this quarter, and two of those became opportunities, it's a lot easier to be able to sell the leadership team on like, hey, look, this is a flow that we saw happen.

16:54Paul Vandre: We were seeing these accounts progress. We were seeing them move through stages. And then ultimately, they became opportunities and we can see that happen. And then afterwards, you can look back and see all that engagement that took place and build a story around it. And that's something that will help clients do is build kind of an opportunity story where you look at, okay, this is opportunity converted here. But in the past year and a half, look at all these signals that we tracked along the way that were these just little breadcrumbs that showed like, hey, we're getting interest, we're getting engagement, we're moving them along.

17:25Paul Vandre: And then ultimately, they will convert. And it does always convert on an ad. Rarely often does it convert on an ad. It's at an event or any other form of ways that they can convert. But you can kind of tell that story post facto to be able to help close the loop and show people like, yeah, these touchpoints really do have an impact. Adam here. Quick break to tell you about something Health Launchpad does that a lot of people don't realize. We're known in this space as ABM experts. And we've put a lot of work into building that reputation. And we build and run account-based programs for health tech companies selling into hospitals and health systems where the buying committee is large and the sales cycles are long too.

18:09But there's a lot of what prospects don't know is we do just as much demand generation, Mark. So if you are selling into clinics, outpatient groups or individual clinicians where shorter sales cycles and a lower price point mean the playbook needs to look completely different we do that too and we'll use a lot of the same paid media tactics but the strategies are different so whether you're a buyer is a 12 person hospital committee or a single physician filling out a form we know how to design a channel mix and the signal tracking and the content to help you get results. So if you're not sure which model fits your business, or you're currently forcing one playbook to do both job, that's exactly the conversation that I suggest you have with us.

19:04So you can reach out to me at Health Launchpad, or there's a link to book a meeting with me down below. Okay, with that, let's get back to Paul and hear what he has to say. Let's change gears a bit. And yeah, I think we've talked a lot about ABM. Let's kind of go to the other end of the spectrum, a more sort of typical demand generation where you're targeting one or two people within an organization. And the organization might be quite small, short sales cycles are much shorter. And in many cases, the people that we're trying to reach might be some kind of clinician, like, you know, an ophthalmologist, for example.

19:42How do you figure out what works? Because it's like, you know, I hear a lot of people say, well, you know, you're trying to reach, actually, we had this situation where we're trying to reach radiologists. I mean, it's like LinkedIn just didn't work for them. But how do you kind of figure out, okay, what are the tactics that are actually going to drive demand?

20:00Paul Vandre: Yeah, I think, and we've seen this with some clients as well, where it's like, you really want to use LinkedIn because it's really satisfying to be able to choose in a super specific way the way that you're targeting. But if they're not there, they're not there, right? And so there's only so much you can do. And you'll end up investing against really expensive clicks against a very small audience. And so what we've done is essentially is to accept that there's a bit of inefficiencies that can happen on other platforms like Meta, for example. But the clicks are so much more inexpensive. And the algorithms are so good at optimizing against conversions so that if you do have an offer that is effective at driving conversions from people that are within your ICP, it just gets better and better over time at finding that audience and being able to hone in on it.

20:47Paul Vandre: Even if the initial targeting isn't what you would want it to be, it's not nearly as dialed in as LinkedIn's would be. It gets there quickly over time as you give it data to optimize against. And the clicks are a tenth of the price of what you would pay on LinkedIn. So even if it is less efficient, you're still able to overall from an efficiency standpoint, make up for it because of the amount of volume that you're getting. And then other channels like direct mail can work really well to this audience. Just like, and it's not super expensive. It's very targeted. And you can see really good responses from these kind of clinic type audiences and physician audiences from direct mail in a way that can be difficult from some of these health systems.

21:28Yeah, absolutely. Yeah, so think about when we're helping a new, particularly an early stage company that's maybe never done paid demand generation at all. How do you manage the expectation about what it's going to look like over the first three to four months?

21:45Paul Vandre: Yeah, I think some of it depends on if you're doing something that's new versus something that's existing. right from a if your product or service is trying to create a new category then i think the expectations need to be like hey like you're starting from ground zero truly and you would need to build more awareness before you're able to capture the demand because ultimately everything that we're doing is a combination of demand generation and demand capture so if you're selling something that people already want and you're just trying to compete against other vendors to be the company that's being chosen to do that thing, you're already starting in a different place than a company that's trying to create demand net new for something that hasn't existed in the world previously.

22:30Paul Vandre: But in general, I think what we always try to communicate is that most of these campaigns that we run that are demand generation campaigns are going to be their least efficient in month one. They're going to get a little bit more efficient in month two. And then generally by month three, you're getting pretty dialed in on being able to find that audience, especially if you're investing in the right way from a budget standpoint against the audience to really give it a full kind of budget relative to the audience size. One month is not going to be representative of the performance that you'll get.

23:01Paul Vandre: And again, it does take multiple touch points. They're going to be more likely to fill out a demo request than a health system would, but clinics still are going to need, you know, five, six, seven, eight, 10, 12, 15 touch points of these ads, seeing it, letting it sink in and be able to feel like they're going to pull the trigger on it. And so over time, you're just getting more exposure and then your conversion rates will really start to come up after the first couple of months. I mean, we've talked about LinkedIn, we've talked about Meta. What are some of the other channels? I mean, we talk about programmatic, might want to explain that a bit.

23:34And then also, some of the trade outlets, they have, you know, a lot of them have got some big, sexy, expensive programs. So how do all those fit into types of plans that you're building?

23:47Paul Vandre: Yeah, from like more of a directly manageable channels perspective, programmatic to your point is one of those that we use. So we'll use a platform like StackAdapt, for example, where you can still target in a very specific way. You can even upload account lists. You can have job layers on top of those account lists in a way that's similar to LinkedIn, but not quite as focused as LinkedIn is. Just explain what programmatic is for people who don't know what it is. Yeah, so essentially the way that those platforms would work and the way that we're using them is you're still targeting more on a user level.

24:19Paul Vandre: So we're building a list of people we want to see ads. But what we're doing is we're extending those ads off of LinkedIn onto other websites that they visit. So this could be independent of what the website is about. It can be a news site. It could be a gaming site. It could be whatever it is that they're looking at, whatever that user is interested in. And then the ads will be served to them based off of who they are rather than what the content of the site is about. And there's different ad formats you can do there. You can do video. You can do even connected TV ads where it will be serving when they're watching Hulu or other platforms like that.

24:54Paul Vandre: You can do native advertising, display advertising. There's a lot of different formats you can do within that same channel. And it helps to be able to surround that buyer group off of LinkedIn for the people that aren't active there. Yeah, got it. And then we'll also use Google, right? So people that are actively searching, Google search is a great platform for that for retargeting as well. So sending ads to people that did things but didn't do the ultimate thing that you wanted them to do. So they either viewed videos, they went to your site, or they went to your pricing page, and then you're serving ads to try to close the deal with them to bring them back to submit that demo request or whatever it is that you want them to do.

25:31Paul Vandre: And then to your point, you know, we really like working with specific outlets that are very specific to audiences, whether those different media channels or news outlets that have programs where you can get to a very specific audience like ophthalmologist or who is whoever it is, and build a program that's customized and unique to be able to reach that audience. And those platforms can be really good at providing an additional way to reach those audiences that can sometimes be tricky in a way that's still pretty targeted. Yeah. Talk a little bit about content and offers. And I think this applies in any end, either the demand gen or the ABM scenario.

26:09What are the types of offers that work? And if you have to prioritize, where do you start?

26:15Paul Vandre: Yeah, I think we kind of look at it as we want to have something compelling at every stage of the buyer journey. So at the top of the, and more the awareness stage, that can even be things like blogs or just content that's being able to position yourselves as a thought leader in that space. And we love the thought leader ad format on LinkedIn, where you can position your executive team as thought leaders. And so that content really is more around selling. And again, you're trying to create demand. So you're trying to sell the value of your service into the relationship to what it is that user is doing on a day-to-day basis, and helping them to feel like this is going to make me better at my job and make my company more successful.

26:55Paul Vandre: I think in the middle tier of that, what you're looking for is something that's compelling, that captures intent. And that could be anything from an ROI analysis or reports or surveys that you can be able to capture people's interest in that particular space or competitor analyses. Those can be really effective. So I think anything that really ultimately and an alternative option for people that want to engage with you outside of talking to a sales rep. And I think it's different for every vertical. It's different for every company. But spending the time to find a surefire thing that people are going to want, that they can convert, that doesn't mean they're going to talk to a sales rep as a good use of time.

27:37Paul Vandre: It's a good use of investment. It's something we try to help our clients to figure out. And then at the bottom of the funnel, really what you're looking at is things to help them to be able to feel validated in their decisions. It's case studies. It's, you know, being able to have like an ROI playbook to be able to deliver to other people in their company, able to show the value to them. So I think it's really ultimately just have to get yourself in the mindset of the person that is on the other end and just think through like, what would I really need to feel compelling? And I think often as marketers, we make stuff that we think is cool or that we think is going to sell the value rather than validating that from the perspective of the people on the other end of the computer and putting something in front of them that is like, whoa, this is like really interesting.

28:20Paul Vandre: And this is really compelling. And ask your user base, like put it in front of them and say, is this something that you would be interested in and find something that's going to work well? Because if you can find it, you can unlock a huge volume of leads and opportunities from it. I've got a confessional question for you, which is what's a mistake you've made along the way that really shaped how you do this now? You know, I think it's really tempting to just use kind of the same playbook for every type of client that we've worked with or that I've worked with. You know, it's really easy to just do a one size fits all type playbook.

29:00Paul Vandre: And I think the biggest mistake that we've made or that I've made at times was trying to force LinkedIn as a platform that can do more than it need than it could for particular clients. And we talked about this a little bit, but it's so nice to be able to tell clients that, hey, like only people that are exactly within your ICP that have these job titles are going to see ads. And it feels great to say that they love that, right? It's really reassuring. But ultimately, LinkedIn is just not the end all be all. It's a great platform, but it can't do all the heavy lifting. And it really needs to be a true multi-channel approach.

29:39Paul Vandre: And I think that's something that we've really learned and leaned into is that it has to be multi-channel and you have to be where your users are active. And even if that means having to spend a little time to find that audience and dial in on it, ultimately, if you do that investment in there, the opportunity is just so much bigger after you've been able to hone in on that audience in a true multi-channel way. So last closing question for you, and this is like the piece of advice question. which is for folks out there listening, if someone's running paid media, maybe it's LinkedIn only, maybe it's other channels as well for a health tech company, and they're not getting the results that they expected, what's the first thing that they should check?

30:24Paul Vandre: I think you need to check what your channel... I think Ultimate comes down to channels, and what your objectives are. If your objective is to... And what role marketing is playing, right? So if your objective is to create awareness, then it's a different channel allocation than you would do if your goal is to create more and capture demand. And so I think if you're trying to decide where things are going wrong, it takes a little bit of self-analysis of what are my true objectives and what is each channel good at? And I think ultimately LinkedIn is a great channel for awareness and for engagement, it's less effective at conversions, especially low funnel type conversions.

31:05Paul Vandre: And that's something we see a lot is you're trying to drive a bunch of demos off of LinkedIn. And so just trying to figure out, okay, what are the channels that are gonna be the best fit for what I want to accomplish? And often when we've had clients that have come to us, they've been trying to cast different channels and getting them to do things that they're just not good at. And most likely that's the biggest issue that you're running into. or you have a broader issue, which is that you're just not telling the story well enough to be able to capture interest from a truly, truly, just absolutely swarmed with ads audience.

31:40Paul Vandre: These healthcare audiences are just seeing ads all the time. There's so many people competing for attention and you have to be really good at separating yourself from the noise. And so maybe I answered your question with two different answers, but channels and message are really everything from our perspective as a great foundation to ensure that you're putting yourself in a position to succeed. Paul, thank you. Great having you on the show. Yeah, it's good to be back. I love hearing from Paul. He's so pragmatic and down to earth. And I've got five key takeaways. So number one, LinkedIn is great, but it isn't the end all.

32:17It's excellent for precision targeting and awareness, but it's expensive per click and weak at low funnel conversions. A true multi-channel mix, so that's programmatic, meta, Google, direct mail, niche trade outlets, is what potentially unlocks the volume that you're looking to achieve. Takeaway number two, the 50k deal size line and who you're selling to, hospital health system versus clinic outpatient, determines whether you need an ABM motion or a classic demand gen motion. Takeaway number three, whoever gets on the buyer's short list first has a huge edge. By the time a health system books a demo, the vendor list is often already set.

33:06So paid media job, paid media's job really is getting you into the consideration set as early as possible, not just capturing a last minute conversion. Takeaway four, track signals in stages, awareness. So that's impressions and frequency, engagement, video views, clicks and site visits and intent. Things like form fills, webinar attendance, third party intent data, website visits, pricing page visits. And this allows you to know when to increase the investment in an account and what approach to be using with that account, depending on which stage they're at. Last takeaway, expect paid demand gen campaigns to be least efficient in month one and to hit their stride by month three.

33:57So give the algorithm and the account list time to optimize before judging performance. So if you're building or fixing a paid media program for your health tech company and you're not sure whether you need abm demand gen or both or you're looking for ideas on how to fix what you're doing reach out to us at health launchpad and if this episode was useful to you and was a good education share it with someone you know maybe on your marketing team or a friend who works for a different organization new episodes drop regularly so make sure you're subscribe. So thank you again for listening and see you on the next episode of the Health Tech Marketing Show.