What Is a “General Contractor” in B2B Healthcare Tech Marketing?

The service LocutusHealth offers is a little different than what most marketing and sales leaders are used to.

Outsourced content marketing has traditionally been limited to a choice between FTEs, agencies, solo freelancers, and occasional use of fractionals. This model left already-taxed leadership to manage a tangled array of talent and people then managing the tech and solutions that bring all this together..

LocutusHealth takes a different perspective on helping vendors augment their internal marketing resources—positioning an enterprise healthcare tech industry veteran (and experienced content marketer) at the core of your content strategy, running point on vetted Talent, Tools, and Tech to help free leadership for higher value tasks.

The most critical benefit though, is that our focus on strategy and outcomes enables your leadership to explore the positioning of content and marketing in your overall strategy while making optimized decisions on the use of AI. This ideally happens before you make deeper investments and higher-risk commitments to agency relationships, FTEs, and high-opportunity cost AI tools.

Engaging LocutusHealth means you walk away with clarification and a simplified picture of how content and marketing works in your business strategy.

This approach prioritizes a content-first perspective for a few reasons:

Content forces hard questions: A strong content strategy asks questions about your market, sales strategy, and product dev that can otherwise go ignored.

Content is often a wake-up call: Many vendors are first confronted with the big marketing questions when content becomes necessary for thought leadership, conference materials, or sales enablement.

The Shadow Phase of healthcare buying committee journey becomes evident: As much as 70% of the B2B buying journey takes place before first sales contact. That’s a content play. AI has raised the communication stakes: Healthcare tech is a fluid conversation these days and AI has disrupted the way decision-makers think about its role. Vendors who don’t communicate (and who don’t start with Evidence-Based Listening) will be left behind. (What is the Shadow Phase in healthcare tech buying?)

AI has raised the communication stakes: Healthcare tech is a fluid conversation these days and AI has disrupted the way decision-makers think about its role. Vendors who don’t communicate (and who don’t start with Evidence-Based Listening) will be left behind.

What Is LocutusHealth?

LocutusHealth is a collective of vetted industry specialized professionals and solution providers—all guided and simplified under a proprietary framework (Outcomes-Based Content Marketing) to keep your projects and strategy on task.

This allows you extreme flexibility on multiple levels:

Budgetary: You aren’t locked into a monthly retainer, allowing your content marketing strategy to grow and flex with your needs.

Use of Existing Resources: You can continue using your existing FTEs, agencies, offshore talent, AI content generators, and solutions. LocutusHealth flexes to fill in gaps and keep you moving forward…and will also point out where these might be better utilized or trimmed back.

Your Business Evolution: Content needs aren’t static. You might need to pull back while launching a new product, surge in preparation for a conference, or shift the resources you’re using after bringing on a new hire.

LocutusHealth moves with you, which is why our relationships in the industry span multiple years, surviving through layoffs and strategic upheaval.

Why Does LocutusHealth Exist?

With all the change in the healthcare landscape, marketing and sales leaders at tech vendors need solutions that flex with them, while enabling them to excel in their careers. Unfortunately, access to the specialization needed to successfully navigate healthcare can be hard to come by, especially if someone is new to the industry or a sub-market.

The General Contractor model addresses this vendor need for increased flexibility by taking advantage of evolution in professional services and use of AI.

Where Does LocutusHealth Function?

LocutusHealth provides fully remote content and digital marketing consulting. Our connections exist across the US and around the world, while still allowing you local resources when needed (e.g. for filming  case study videos).

Who Is Involved?

Megan Williams is a 20-year veteran of enterprise healthcare tech and started work as a freelance content marketer and writer in 2014. You can learn more about her background here.)

The Specialist Collective is a group of Talent, Tools, and Tactics in multiple areas including:

Writing, design and video

Market research, performance marketing, and PR & media buying

SaaS and AI solutions

Fractionals and sales enablement consultants

You can explore highlights here.

When Should a Vendor Work With LocutusHealth?

We can step in at any stage but are specialized in vendors with established product market fit and a strong ICP. New marketing programs or initiatives are also a good use case.

Startups also use us to avoid time wasted on chaotic and unfocused marketing.

How Does This Work?

This is where it gets really interesting.

LocutusHealth fills in a range of different sized gaps in your content marketing program. This means we can work with agencies and offshore teams or step in filling multiple roles.

When you’re ready for a no-pressure sales call to explore how you can use a general contractor in your content marketing program, grab some time with Megan here.