How Health Launchpad Thinks About AI Maturity in Marketing

Adam Turinas CEO & Founder and Mark Erwich Principal & Chief Strategy Officer from Health Launchpad sat down with Swaay.Health to talk about the opportunity AI offers healthcare marketers willing to move beyond content creation. Their work with advanced AI use cases is already helping organizations sharpen targeting, accelerate workflows, and compete more effectively.

Key Takeaways

1. Content creation is just the beginning for AI. Most teams stop at using AI for drafting blogs and social posts, but AI becomes a “performance driver” when it is applied to demand gen, lead scoring, interviews, SEO, and buyer behavior analysis.


2. AI can produce quality results with the right inputs. AI is already producing higher-quality marketing outputs when trained on the right inputs, especially user-generated content like training videos, interviews, and demos.


3. AI skills will redefine marketing teams. The marketers who thrive won’t be the most technical—they’ll be the ones who are curious, experimental, and willing to challenge traditional norms.

Moving Beyond First-Draft AI Tools in Healthcare Marketing

Most teams stop at the same comfortable point. They use AI to write a first draft of an article or clean up a social post, then tuck the tool away until the next deadline. It feels productive, but it misses the larger opportunity.

“Most organizations don’t get beyond that, and that’s a missed opportunity,” said Turinas. “To create really complex workflows, you’ve got to create AI agents, and that involves a lot more thinking.”

It is only when AI is deployed across the entire marketing function that it’s true value becomes apparent. Demand gen models. Lead scoring. Interview analysis. Answer engine optimization. Buyer behavior shifts. These are the areas where AI can compress hours of analysis into minutes or, for small teams, bring sophisticated capabilities that would normally require outside help.

According to Turinas and Erwich, content may be the on-ramp, but it is not the finish line.

Why AI Adoption Depends on People More Than Tools

Erwich pointed out something most marketing leaders know instinctively. The individuals who thrive with AI are not the most technical people in the room. They’re the ones who stay curious, test ideas, and don’t freeze when something feels new. “People who have this curiosity, want to learn more are the ones who gravitate to AI,” he said. “Here’s your opportunity.”

He also noted that marketing teams will look very different within three years. Not because everyone needs deep technical training, but because the work itself is changing. AI is already woven into systems like HubSpot and Canva. “Most of [your tech stack] will get AI embedded,” he explained. And that means teams need people who see possibilities, not blockers. People comfortable experimenting with persona builders, website answer engine audits, or automated theme analysis from live events.

SEO Subtitle: How AI Maturity Will Influence Healthcare Marketing’s Next Phase

Turinas and Erwich made it clear that AI maturity is quickly becoming a defining competitive advantage. When used thoughtfully across the marketing organization, AI helps teams communicate more clearly, analyze faster, and adapt to how buyers now search for information. The groups that push past using AI simply for drafting support are using this early window to build the operating habits they’ll depend on in the years ahead.

And as Mark said, “This is an amazing time.”

Learn more about Health Launchpad at https://healthlaunchpad.com/