Channel Strategy Evaluation Frameworks

Another healthtech company just burned $1M+ on the wrong channel strategy. Zero ROI. Missed targets. Sound familiar? The problem isn't your product. It's that most companies try selling clinical solutions the same way they sell scheduling software. I've watched this pattern repeat across the healthtech landscape: Companies that nail their channel strategy outperform those using one-size-fits-all approaches by orders of magnitude. Three frameworks separate winners from wishful thinkers: 1️⃣ 𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿 𝗖𝗵𝗮𝗻𝗻𝗲𝗹 𝗠𝗮𝗽 🔹 𝗖-𝘀𝘂𝗶𝘁𝗲 → Strategic partnerships (Epic, Cerner alliances) + invite-only summits 🔹 𝗜𝗧 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿𝘀 → Peer networks + security-first technical demos 🔹 𝗖𝗹𝗶𝗻𝗶𝗰𝗶𝗮𝗻𝘀 → Medical society endorsements + hands-on workflow pilots 🔹 𝗣𝗿𝗼𝗰𝘂𝗿𝗲𝗺𝗲𝗻𝘁 → ROI studies + vendor risk assessments + compliance docs Demoing EHR integration to a CFO? You lost them at “API.” 2️⃣ 𝗥𝗲𝗴𝘂𝗹𝗮𝘁𝗼𝗿𝘆 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 𝗙𝗶𝗹𝘁𝗲𝗿 🔹 𝗛𝗶𝗴𝗵-𝘀𝘁𝗮𝗸𝗲𝘀 (Class III, life-critical) → Direct sales only. Period. 🔹 𝗠𝗲𝗱𝗶𝘂𝗺-𝗿𝗶𝘀𝗸 (PHI access, diagnostics) → Hybrid model with certified partners 🔹 𝗟𝗼𝘄-𝘁𝗼𝘂𝗰𝗵 (admin tools, analytics) → Channel-first with self-serve demos The regulatory complexity dictates your channel depth, not your revenue targets. 3️⃣ 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗜𝗻𝘁𝗲𝗻𝘀𝗶𝘁𝘆 𝗠𝗲𝘁𝗿𝗶𝗰 🔹 𝗘𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 (6-18 months) → System integrators with deep vertical expertise 🔹 𝗠𝗶𝗱-𝗺𝗮𝗿𝗸𝗲𝘁 (1-3 months) → Regional partners with implementation support 🔹 𝗦𝗠𝗕 (plug-and-play) → Broad distribution with digital onboarding Here's the reality that successful healthtech companies understand: 𝗛𝗲𝗮𝗹𝘁𝗵𝗰𝗮𝗿𝗲 𝗱𝗼𝗲𝘀𝗻'𝘁 𝗯𝘂𝘆 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀. It adopts solutions through trusted relationships. The fastest-growing companies aren't just mapping channels to products – they're mapping trust pathways to decision-making processes. 📌𝗪𝗵𝗶𝗰𝗵 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗵𝗲𝗮𝗱𝗮𝗰𝗵𝗲 𝗶𝘀 𝗲𝗮𝘁𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗯𝘂𝗱𝗴𝗲𝘁 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄? Drop it below and I'll share which framework typically solves it. #HealthTechSales #HealthcareLeadership #GTMStrategy #GrowthMindset

I struggled with segmentation and channel effectiveness, and didn’t even realize it. I threw more budget at ads, tweaked messaging, and hoped for better results. But the real problem? I was not evaluating where their leads are actually coming from. And more importantly which ones were worth pursuing. I’ve seen companies waste months chasing the wrong segments while ignoring hidden goldmines. That’s why I love this simple 2x2 framework to evaluate segment and channel effectiveness. Side note: Get the step-by-step guide along with the spreadsheet template from my newsletter. Click the link in my profile to get a copy. I drop leads into one of these four categories: 🚀 Winner Segment (Where You Double Down) - High demo volume, high conversion rate - These personas and channels are proven to convert Action: Pour fuel on this fire—scale these campaigns, refine messaging, and ensure this segment remains strong 😬 Bleeder Segment (The Sneaky Budget Drain) - High demo volume, but low conversion rate - These channels look good on the surface but don’t close Action: Set strict timelines for improvement—fix qualification, messaging, or budget allocation before it bleeds you dry 🔥 Opportunity Segment (Your Untapped Goldmine) - Low demo volume, but high conversion rate - If these prospects are converting well, why aren’t more of them coming in? Action: Identify what’s working—then scale it up with better targeting and messaging 🙅♂️ Kill Segment (Stop Wasting Time Here) - Low demo volume, low conversion rate - These leads don’t convert, and there aren’t many of them Action: Cut these campaigns. Redirect effort into the other three quadrants. Ultimately, I understood not all pipeline is created equal. Some segments deserve more budget, some need fixing, and some should be eliminated altogether. Instead of treating all leads the same, use this 2x2 framework to prioritize, optimize, and scale the right efforts. Why? More focus = more predictable pipeline 🚀 👆Link to the template along with the full guide in my latest newsletter. Grab it by clicking on the link in my profile.

i've watched WAY too many marketing teams burn out trying to be everywhere at once. and the reason most multichannel strategies fail (or fall off), is because the approach is backwards: → pick trendy channels first → force content to fit those channels → spread resources way too thin → wonder why nothing works after helping dozens of teams fix their channel strategy, i've found a better way. step 1: map the journey before picking channels instead of chasing platforms, start here: → how does your customer realize they have a problem? → where do they go to learn more? → who influences their decisions? → what objections do they need to overcome? → when are they ready to buy? only THEN choose channels that naturally fit this journey. step 2: follow the 40/40/20 rule → 40% resources to content creation → 40% to distribution and promotion → 20% to measurement and optimization ❌ what most do instead: → 80% on creation, alignment, revisions and back and forth → 15% on a prayer → 5% on wondering why nothing worked step 3: set realistic timelines every channel has a different path to results: → paid search: 1-2 months → seo: 3-6 months → linkedin organic: 3-4 months → email: 1-2 months → podcast: 6-12 months step 4: prioritize channels using the 70/20/10 framework instead of spreading yourself thin: → primary (70%): proven channels for your business → secondary (20%): supporting channels that amplify primary → experimental (10%): new channels with potential bonus: know which channels to SKIP entirely yes, sometimes the best strategy is knowing where NOT to be. skip a channel if: → your ICP doesn't actively use it → you lack resources to maintain quality (the biggest issue i've seen so far) → you can't commit to its unique culture think b2b financial services really needs to be on tiktok? probably not. how to track what's actually working: multi-touch attribution is complex, but here's what works: → first/last touch attribution for trends → utm parameters religiously applied → survey data at conversion points → increment testing (pause channels to measure impact) remember: perfect attribution is impossible. focus on directional data. want my multichannel planning template? DM me and i'll send it your way. the goal isn't to be everywhere. it's to be exactly where your customers need you, when they need you. what's your biggest channel strategy challenge? drop it below 👇