How GenAI Is Rewriting the Rules of Healthcare Discovery

In a recent episode of The Go-to-Market Podcast, host Dr. Amy Cook sat down with Saul Marquez, CEO of the healthcare-focused marketing agency Outcomes Rocket. Drawing on his 17-year career at medical device companies like Medtronic and Stryker, Saul shared practical guidance on navigating the modern healthcare market, the major shift in content discovery, and the enduring importance of strategic alignment.

What Healthcare GTM Leaders Should Do Now

Saul Marquez outlined how to adapt to a changing B2B environment. He offered clear, actionable advice for any leader looking to refine their healthcare marketing strategy and drive measurable results.

Saul’s core point: if an executive’s goals center on cost reduction, a pitch about innovation alone will not land. Meet the buyer where they are, and tie your solution to the outcomes that define their success.

Sell into Reality, Not a Vacuum

Health systems face intense financial pressure from regulation and funding constraints. Executives are choosing between headcount and technology, which means every investment must protect margins and operations. For vendors in med-tech, health IT, or pharma, that is the context you must sell into.

In this environment, your messaging has to shift. A vertical go-to-market strategy is no longer a nice to have. It is essential. Align your value proposition with the priorities of your ideal client persona, and show exactly how you help them hit their targets.

Cybersecurity heightens the scrutiny. Citing Gartner, Saul notes that in 2023, 66% of health systems reported a successful cyber attack.

Buyers will ask how your product reduces risk, not just what ROI it delivers. Address security head-on and make it part of the core components of a marketing strategy.

Adapt to the New Rules of Generative Search

GEO, or Generative Engine Optimization, is rapidly replacing traditional SEO in many discovery paths. To map the change, Outcomes Rocket ran a study, AI Sources of Truth, analyzing more than 5,400 citations from Gemini, ChatGPT, and Claude.

Read the study here.

The data is clear: 99.3% of Large Language Model citations come from open-access sources, including material often placed behind gates. If you want your ideas to reach buyers and show up in GEO, do not hide them.

If you need to keep forms, use a hybrid model. Publish a keyword-rich, substantive summary that bots and buyers can use, then offer the full report in exchange for an email. This approach supports discoverability while still powering your content marketing strategy and aligns with a practical AI in GTM strategy. As AI delivers more answers, visibility belongs to open, high-quality content.

Put Strategy Before Tactics

Activity without alignment wastes time. Saul warns with a line from Sun Tzu’s The Art of War: “Tactics are the noise you hear before the war is lost.” Without a clear, integrated plan, even sharp execution will underperform.

So, what is a GTM strategy? Start with shared revenue objectives, company vision, and precise ICP pain points. Replace silos with a repeatable system where marketing, sales, and customer success move together. This is the essence of marketing in RevOps.

Make the feedback loop real. Saul urges marketers to listen closely to sales. Reps surface objections and patterns from live conversations. Build those insights into your messaging, content, and enablement so teams can win contracts faster. This loop is central to a data-driven revenue operations strategy that connects planning to performance.

Where to Focus Next

Choose one priority this quarter and commit:

• Rewrite your core message for healthcare buyers to lead with cost, risk, and operational impact.
• Publish one flagship, ungated resource that answers the top five buyer questions in your category.
• Run a monthly revenue alignment session that turns sales objections into new campaigns and enablement.

FAQ Healthcare Go-to-Market Strategy

1. How should a GTM strategy adapt to the financial pressures in healthcare?

A GTM strategy should adapt to financial pressures in healthcare by leading with outcomes tied to cost control and risk reduction, not just innovation. Health system executives are prioritizing investments that protect margins and operations, so your value proposition must directly address their most urgent financial realities to be effective.

2. Why is cybersecurity a critical component of a healthcare go-to-market strategy?

Cybersecurity is a critical component of a healthcare go-to-market strategy because buyers are now scrutinizing how new technology reduces operational risk. With a high percentage of health systems experiencing successful cyberattacks, addressing security head-on in your messaging is essential for gaining trust and winning contracts.

3. How can I optimize my content to appear in AI search results for healthcare buyers? 

You can optimize your content to appear in AI search results by publishing open-access materials that clearly and directly answer the specific questions your buyers are asking. Since Large Language Models overwhelmingly cite ungated sources, keeping your most valuable insights behind a form will prevent them from being discovered and used in generative search answers.

4. What is the first step in building an effective healthcare go-to-market plan? 

The first step in building an effective healthcare go-to-market plan is to align goals, buyers, and internal teams before executing any tactics. This foundational alignment ensures that marketing, sales, and customer success are working together from a shared strategy based on revenue objectives and deep customer understanding.

5. How can sales feedback improve a healthcare marketing strategy? 

Sales feedback can improve a healthcare marketing strategy by providing real-world insights into buyer objections and conversational patterns. Marketers should establish a consistent feedback loop to turn these frontline insights into more relevant messaging, content, and sales enablement materials that address what buyers actually care about.