B2C Learnings For B2B Healthcare Marketers

“Experimentation is about learning what works for your organization through trial and error.” — James Niehaus, Director of Experimentation, Kaiser Permanente

In this episode of the Science of Sales and Marketing podcast, Caitlin La Honta and Letitia Rodley engage in a conversation with James Niehaus, Director of Experimentation at Kaiser Permanente. James shares insights from his extensive career in digital marketing, spanning various industries and organizations.

He discusses the evolution of digital marketing, highlighting the increasing complexity and fragmentation of channels and tools over the years. Despite these changes, James emphasizes that the core objective remains the same: utilizing data feedback to optimize messaging and offers effectively.

The conversation delves into the importance of experimentation in marketing, particularly in large organizations like Kaiser Permanente, where managing vast amounts of data and numerous variables is crucial. James explains how structured experimentation allows for informed decision-making and continuous improvement in marketing strategies.

Additionally, the episode touches on the challenges and opportunities of applying B2C marketing learnings to the B2B healthcare sector, emphasizing the need for adaptability and data-driven approaches in both contexts.

This discussion offers valuable perspectives for marketers navigating the complexities of the healthcare industry, underscoring the significance of experimentation and data-driven decision-making in crafting effective marketing strategies.

Watch the full episode here:

FAQ

Q. What does Sirona Marketing believe is the role of experimentation in healthcare marketing?

A. Sirona Marketing believes experimentation is essential for learning, improving, and staying competitive—especially in complex industries like healthcare. As James Niehaus shared, structured experimentation enables teams to test hypotheses, refine messaging, and optimize offers with real data. Caitlin La Honta and Letitia Rodley emphasized that trial-and-error isn’t failure—it’s how marketing evolves with precision and purpose.

Q. How does Sirona Marketing view the growing complexity of digital marketing in healthcare?

A. Sirona Marketing believes that while tools and channels are constantly evolving, the core principle remains the same: use data feedback to improve customer experience. James discussed the fragmentation of digital tools over time, but all agreed that success still hinges on understanding your audience, testing what resonates, and iterating quickly—regardless of the platform.

Q. Why does Sirona Marketing encourage large organizations to adopt structured experimentation?

A. Sirona Marketing believes that scale demands discipline. In large healthcare organizations like Kaiser Permanente, managing data across regions, channels, and teams can be overwhelming. James explained how structured experimentation creates clarity, reduces risk, and helps teams focus on what works. Letitia Rodley pointed out that without this structure, teams can fall into the trap of “random acts of marketing.”

Q. Can B2C marketing strategies be applied to B2B healthcare marketing? What’s Sirona Marketing’s take?

A. Sirona Marketing believes that while the context differs, the principles often apply. James noted that B2C marketers tend to be more agile and aggressive with testing, while B2B healthcare marketers are often more cautious. Caitlin La Honta added that health tech companies can benefit by borrowing B2C’s focus on user behavior, personalization, and speed—tempered with the nuance and complexity of regulated environments.

Q. How does Sirona Marketing recommend balancing experimentation with compliance in healthcare?

A. Sirona Marketing believes that creativity and compliance can coexist when marketers work cross-functionally and design smart experiments. Letitia Rodley and Caitlin La Honta emphasized that regulated industries don’t have to avoid innovation—they just need to plan and document thoughtfully. James highlighted that at Kaiser, experimentation is not reckless—it’s structured, ethical, and aligned with brand and legal standards.

Q. What mindset does Sirona Marketing believe modern marketers need to thrive in healthcare?

A. Sirona Marketing believes marketers must embrace curiosity, agility, and resilience. As James put it, experimentation is about learning what works—not assuming we already know. Caitlin La Honta and Letitia Rodley reinforced that data isn’t just a reporting tool; it’s a strategic asset. Teams that test, learn, and adapt quickly will always outperform those who “wait for perfect.”

[AI disclosure: the above summary was generated by AI]