Dr. Matt Patterson, president of AirStrip, levels with listeners about how to craft effective marketing messages based on what doctors really want. Physicians often just want to be left alone to do their work, and they are tired of being told that something new is coming. Digital health vendors need to do more than just talk about innovation; sometimes they need to show it, like AirStrip’s live demonstration of its Sense4baby app at the Apple Keynote event in late 2015. Learn how to win over physicians and administrators at the same time by fundamentally changing care pathways, not just adding hype. Read full show notes at bit.ly/hitpodcast40.