Short, sharp, and scroll-worthy: Optimum’s CMO on winning minds before the minute’s up

Health Stealth Radio  host Frank Cutitta sits down with Larry Kaiser, Chief Marketing Officer at Optimum Healthcare IT, to dissect why the old “four-page white paper + gated PDF” formula no longer moves the needle.

Kaiser has spent 21 years turning complex EHR implementations and cloud migrations into compelling narratives. Today, he says, the narrative has to land in under 45 seconds — ideally as a snack-able video that tees up a deeper dive only after you’ve earned a scroll.

“You only get 30-45 seconds to catch someone’s attention—then maybe they’ll download the case study.”

What you’ll learn in this episode

• Short-form first – Why Optimum now converts every success story into a 30-second highlight reel before the PDF even leaves design.
• LinkedIn beats inboxes – A single LinkedIn newsletter launch netted 15 K+ subscribers in a month—far eclipsing years of email sign-ups.
• AI with guardrails – Generative tools draft copy, but nothing ships until it scores <15 % “AI-written” on detection checks and sounds human.
• Prompt-craft as power skill – Why polite, role-playing prompts are Kaiser’s secret to usable ChatGPT output (“it won’t cooperate if you don’t say please”).
• Community, not user groups – For services firms, the future isn’t a classic product user group but curated “provocateur” forums that spark peer-to-peer advocacy.
• Talent pipeline tactics – How mentorship, niche communities like Sway Health, and a dash of Marvel-grade creativity keep his marketing bench stocked.

Cutitta and Kaiser round out the chat with a candid riff on “AI-washing,” the rise of HubSpot-native event funnels, and whether CIOs might soon be “irrelevant”—a bomb Kaiser says can ignite the best conversations in any online community.

Tune in now to hear how a veteran marketer is rewriting the playbook for attention-starved healthcare executives—and decide whether your own content strategy is ready for the 45-second test.