In today’s podcast episode, London-based Portuguese native André da Silveira, Senior Product Marketing Manager for the EMEA region at GE Healthcare Digital, talks about what it’s been like to provide digital solutions to healthcare practitioners during the pandemic, while facing clinical burnout and hospital shortages. According to André, seeing how GE’s solutions make a real impact on their daily lives is the most rewarding part of his job. 

One of the most successful pieces of content that André helped produce recently was a white paper entitled, “Using data to drive better outcomes.” Through a storytelling approach, “it provides an overview of the challenges facing the complex world of healthcare, which is actually quite interesting in this era of COVID. The need to reduce clinician burnout, ensure staff retention and quality of care, improve efficiencies, reduce costs, length of stay and pathway and increase patient satisfaction.”

The white paper continues to be downloaded because it provides valuable information to readers, which helps them in their daily lives. And that should be our ultimate goal as content marketers, says André. No matter what industry you’re in, your content should inform the persona you’re targeting and make them feel they’ve learned something.

Tune in to this insightful interview as André also speaks with Kyler Canastra about why all marketers should understand value proposition design, “because we need to understand our target personas’ jobs, pains and the gains that they want to achieve, so that we can create value for them and design the right offer. In a nutshell, this is what value proposition design is.”

In addition, André’s top advice for fellow marketers is this: “Listen, listen, listen. Talk with sales, talk with customers. And when you have the right offering, design the right value proposition for each persona. And don’t neglect data.” 

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs  

Sources of inspiration: 

  • Philip Kotler. “Philip Kotler has an incredible strategic approach to marketing. So he’s my go-to when I need to review and go back to the source.”
  • André’s CMO and VP of product marketing at GE, David Seda and Ken Denison. “They both have very interesting careers and helped develop multiple businesses successfully. It’s always inspiring to listen to them. 
  • André’s neighbor, Duncan Bartlett. “Interestingly, I recently met a neighbor, Duncan Bartlett, who’s a great journalist and communicator. I learn a lot every time I talk with him. Duncan is the editor of Asian Agenda, he does podcasts, he wrote for ITV and BBC and all that. He’s a natural with regards to verbal communication—a good inspiration when it comes to speech improvement.”


  • LinkedIn, Facebook and Instagram: “I like LinkedIn for professional engagement. Facebook and Instagram are very important to complement and scale with digital marketing tactics. I use these last two a lot personally as well, because it’s a way for my family and friends who don’t live in the same country as I do to keep up to date with what I’m doing. And one image is worth a thousand words, right?” 


  • Churchill: A Life. “It’s a great book in terms of geopolitical leadership, and an interesting character as well. When we work in marketing, it’s very likely that we’ll need to learn technical aspects at the right level—not too deep, but enough for us to unstandard the industry and the products that we’re working on. Their collection has always been helpful for me, because it provides the right level of information and technical detail.” 
  • 21st Century Marketing: Digitalization and Transformation Through Innovation by Philip Kotler. “Any book by Philip Kotler is good. I have one here in Portuguese, it’s on marketing in the 21st century.”
  • Books on how to design PowerPoints. “Books that teach you how to design PowerPoints correctly are important. I see a lot of PowerPoints that are done as a text document. A lot of people need to learn how to build PowerPoints. I was one of them.”

“Listen, listen, listen. Talk with sales, talk with customers. And when you have the right offering, design the right value proposition for each persona. And don’t neglect data.”

Connect with André and Kyler on LinkedIn.

For more insights into content marketing in the healthcare industry: 

To read the full transcript, click on page number 2 below.