On this episode of Healthcare Market Matrix, host John Farkas is joined by Mark Donnigan, virtual CMO and go-to-market consultant at Growth Stage Marketing, a company that builds sustainable marketing strategies while executing go-to-market plans that yield real business results by being rooted in first principles thinking. Mark has extensive experience working alongside sales, product, operations, and finance to ensure his client’s objectives are always exceeded. As an accomplished storyteller and expert content marketer, Mark believes the modern marketing function is built on the foundation of content publishing with category design, ABM, SEO, conversion rate optimization, email outreach, and paid advertising tactics. Throughout the episode, Mark shares his vast knowledge around the importance of leading with value during go-to-market efforts and analyzes a recent product launch that failed to effectively and easily convey its value proposition to its buyers, ultimately leading to its downfall.

 

Show Notes

(1:47) Introducing Mark Donnigan and Growth Stage Marketing

(10:12) Understanding Where to Start from the Nature of Go-to-Market

(18:21) Leading with Value in a Constrained Healthcare Climate

(31:19) Analyzing Humane AI’s Recent Launch Failure

(45:15) Asking Hard Questions during Go-to-Market Efforts

(56:34) Closing Thoughts