 | Guest Peter Long CEO, MCH Data
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Healthcare is the largest and most recession-proof B2B market in the United States, and most marketers are targeting it wrong. In this episode of the SpringDB Data Exchange Podcast, John Kosturos sits down with Peter Long, CEO of MCH Data, to break down how B2B marketers can effectively reach doctors, hospitals, nursing homes, and healthcare institutions using the right data and strategy. From segmenting 240+ medical specialties to navigating email deliverability rules and programmatic advertising, this episode gives you a practical roadmap for cracking the $5.3 trillion healthcare market.
MCH Data is a third-generation data company with nearly 100 years of experience compiling and delivering B2B contact data for the education and healthcare markets. MCH offers access to over 240 medical specialties, relational person-to-institution linkages, email deployment services, programmatic digital advertising, and private cloud database solutions. With a 24/7 self-serve portal, API access, and custom Azure-hosted builds, MCH gives B2B marketers flexible, affordable access to one of the most complex and high-value data markets in the United States.
How to slice the healthcare market across 240+ medical specialties, institution types, and ownership structures to reach exactly the right providers for your campaign.
Why mission-driven messaging outperforms standard ROI-focused B2B campaigns in healthcare, and how to adjust your creative, imagery, and copy to resonate with clinical audiences.
The specific sending protocols, domain authentication requirements, and content rules that determine whether your emails reach healthcare inboxes or get permanently blacklisted.
Why programmatic advertising has become one of the fastest-growing channels for reaching healthcare providers and pharma audiences, and how to activate it correctly.
Why most healthcare databases fail to connect individual providers to the institutions they work at, and how a properly structured relational database eliminates duplication and deliverability problems.
A walkthrough of the different ways to acquire and activate healthcare data, from self-serve list licensing and APIs to private cloud database builds updated weekly.
B2B Marketers Selling products or services into hospitals, physician offices, nursing homes, or any part of the healthcare ecosystem. | Ad Agencies Managing healthcare campaigns and looking for guidance on data sourcing, email deployment, and programmatic strategy. | |
RevOps and Growth Teams Looking to expand into healthcare as a vertical and needing a data strategy that goes beyond general B2B databases. | Data Buyers and Procurement Teams Evaluating healthcare data vendors and wanting to understand what separates a high-quality relational database from a raw public data dump. | |
Anyone Selling Into Institutions Whether your market is healthcare, education, or government, the institution-first marketing philosophy covered in this episode applies broadly. |
