Introducing the Concept of ClinTech with Amy Sitnick of Greenphire

During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Amy Sitnick, Vice President of Marketing of Greenphire. The interview takes a look into Amy’s past work experience in the financial sector and then how she got into a new field of “clintech” at Greenphire. Amy discusses some of the challenges faced with the absence of events and how her team builds a content strategy around product launches.

• Amy provides some insight into her past working experience which includes roles within financial services and B2B marketing.
• Amy discusses how Greenphire is a unique combination of financial services and healthcare - a term she likes to call “clintech” as the company helps facilitate financial information within the context of a clinical trial.
• Greenphire helps remove all the financial and logistical obstacles from clinical trials and stakeholders around the world. 
• Greenphire has helped automate the process of reimbursement of Clinical trials for participants.
• Amy discusses some of the initial steps she took to understand Greenphire’s ideal customer profile - including interviewing people in her own LinkedIn network and staff members when arriving at the company.
• Amy discusses the importance of messaging (referencing Simon Sinek’s “Know Your Why”) and really addressing a customer’s pain points when developing content.
• During the onset of quarantine, Amy discussed how the organization put an even bigger emphasis on the messaging they were placing in front of prospects and customers.
• During the interview, Amy mentioned that “patient convenience” really means a different thing during a pandemic and discussed how Greenphire is aiming to focus on education during clinical trials once those become more commonplace again.
• The company typically participates in over 25 trade shows each year and that strategy has changed quite a bit in 2020.
• As trade shows fall off, Amy and her team shifted focus to other initiatives like a redesign/redevelopment of the company’s website.
• Pausing the traditional customer journey during a pandemic allows Greenphire to focus on some of their core marketing initiatives - like messaging and the website.
• One of the challenges Amy discusses is the very active fall season that may materialize - as events get turned back on.
• One of the ways Amy and her team determine the schedule of content is based upon produc

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

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