Healthcare GTM Show | Episode 10: Kayla Plettenberg on Messaging, Positioning & Differentiation

Healthcare tech can be complex. Your messaging doesn’t have to be. In Episode 10 of The Healthcare GTM Show, we’re joined by Kayla Plettenberg, a Product Marketing & Copywriting expert specializing in healthcare and B2B technology. Kayla shares practical insights on how healthcare tech companies can move beyond feature-led messaging, identify what buyers actually care about, build stronger positioning and differentiation, and create alignment between marketing and sales. We also explore how customer research, reviews, competitor analysis, and tools like Reddit, Claude and ChatGPT can help uncover better messaging. Timestamps 00:00 — Introduction 00:37 — Why healthcare tech struggles with messaging 02:36 — What good messaging looks like 03:28 — Finding the right ICP & understanding buyers 04:47 — What influences buying decisions 06:00 — Messaging for complex buying committees 08:15 — One core message vs. different stakeholders 10:24 — How to differentiate in a crowded market 12:53 — Using reviews, Reddit & customer research 13:23 — Why more features ≠ better differentiation 14:45 — Consistency across the buyer journey 16:39 — Marketing vs. sales messaging 18:37 — How to know if your messaging is working 20:21 — Early signals of resonance 21:18 — Three signals to measure messaging 22:11 — Tools for messaging & GTM research 23:15 — Key takeaways 23:40 — Where to find Kayla Connect with Kayla LinkedIn:https://www.linkedin.com/in/kayla-ple... YouTube:   / @product-marketing-hub   Website: https://product-marketing-hub.com/ Explore Ampliz : www.ampliz.com #HealthcareGTM #HealthcareTech #ProductMarketing #B2BGTM #Ampliz #TheHealthcareGTMShow