Adam Rosenberg on Building a Product-Led Marketing Engine for Hospital Pharmacy’s Toughest Problems
Adam Rosenberg is VP of Marketing at Bluesight, a hospital pharmacy technology company that started as an RFID inventory tool called KitCheck and has since grown into six product families spanning medication inventory tracking, diversion surveillance, purchasing optimization, shortage prediction, 340B compliance, and patient privacy monitoring. A former sales rep turned marketer, Rosenberg has spent close to a decade at Colorado-based startups, most recently at price-transparency company Arrive Health, before joining Bluesight, where he now oversees branding through pipeline generation for a fully remote team.
In this “Beyond the Brief” Conversation, Adam discusses why Bluesight lets its product team drive strategy instead of sales, why the AI chatbot built into its diversion product deliberately can’t see any data outside its own walls, and what it takes to prove hard ROI on tools built to prevent problems that haven’t happened yet.
From sales calls to a product-led career
Q: You didn’t start out in marketing. Walk us through the path that got you here.
Adam: Honestly, I didn’t know what I wanted to do in college — I studied sociology and environmental studies, and it wasn’t until senior year that I took my first marketing class. I was hooked immediately. My first job out of school was as a sales associate at the Advisory Board, a large healthcare technology and consulting company in DC. Sales was a great place to start; it taught me how to talk to hospital executives and how a pipeline actually moves.
From there, I moved into marketing, running webinars and email programs for healthcare technology products, then dabbled in advertising and BDR management. I moved to Colorado and spent close to a decade at startups, eventually becoming director of marketing at Arrive Health, a price-transparency company helping doctors see what a prescription will cost a patient before they write it. Now I’m VP of Marketing at Bluesight.
A product-led pharmacy operations empire
Q: What is Bluesight, and what’s the superpower of the brand?
Adam: Bluesight started over a decade ago as KitCheck, built around RFID tags that let hospitals track medication — still one of our core products, used in more than a thousand hospitals. The company knew it needed to grow beyond one product, so KitCheck became a product line, and Bluesight became the company. We now have six product families and position ourselves as the operational, financial, and regulatory compliance partner for hospital pharmacies.
Our superpower is that we’re a product-first organization. I’ve worked places where sales drives everything, and that works too, but here our product teams lead the strategy and sales follows. Two of our products have won KLAS Research recognition five or six years running, which tells you the strategy is working.
Winning over pharmacy’s buying committee
Q: Who’s actually in the room when a hospital decides to buy?
Adam: It always starts with pharmacy: pharmacists, nurses, infusion specialists on the front lines, who are great advocates for us. The director of pharmacy usually makes the call or recommends sign-off; at smaller organizations it can go all the way to the CFO. We’re also increasingly in conversations with AI governance committees, since some of our tools now use generative AI rather than just pattern recognition.
Q: How have group purchasing organizations shaped your marketing?
Adam: We sell direct to the health system pharmacy, but GPOs like Premier and HealthTrust matter because some smaller health systems will only buy approved software. We recently expanded our Premier partnership across all of our products. It doesn’t change our story. We’re still the leading diversion surveillance solution either way, but it changes the channels we use to reach people.
Diversion, privacy, and the rise of Prism
Q: Tell us about ControlCheck and PrivacyPro.
Adam: ControlCheck is one of our core solutions, and it’s about diversion, which is people stealing or improperly disposing of controlled substances. I didn’t know anything about diversion before I got here, but the numbers are staggering. PrivacyPro came out of an acquisition that included Protenus, and expanded us into patient privacy monitoring; the technology connects to a hospital’s EHR and access logs and flags employees who may be accessing records they shouldn’t.
Q: You mentioned a generative AI tool. What does it do?
Adam: That’s Prism, built with AWS. It started inside ControlCheck as a chatbot that only has access to your own diversion data, so it can’t hallucinate on outside information. You ask it questions in plain English instead of digging through spreadsheets. We’re building similar functionality into PrivacyPro next, and we’re planning agentic AI for 2027, where the system doesn’t just alert you to a shortage, it helps you act on it.
Selling without selling
Q: What’s the biggest obstacle you’re up against as a marketer?
Adam: Demonstrating hard ROI. Drug shortages are the number-one challenge for pharmacies every year in industry surveys, so why hasn’t every health system bought our shortage management tool? For CostCheck, the ROI story is easy. You pay us, and we help you identify savings opportunities that equal more than what you spent. For some of our other solutions, that story is harder to tell, and we’re actively working on it.
Q: How do you generate social proof when hospitals are often reluctant to go on record?
Adam: It’s genuinely difficult. A lot of people don’t want to be the point person. So we lean on our community platform, our Diversion Collective and IRIS user groups, and our annual symposiums, where our diversion symposium alone draws over a thousand attendees. We also work with hospitals that’ve done their own independent research and want to publish it as a case study, which is some of our best proof, because we never touched the data. And we do very little selling in those forums; the less you sell in a room like that, the more people actually buy.
Adam Rosenberg is VP of Marketing at Bluesight, a hospital pharmacy technology company headquartered in Virginia with a fully remote team. Outside of work, he’s an avid mountain biker in Colorado and has logged more than 1,000 rides on his Peloton. Thank you, Adam, for sharing your perspective on building a product-led brand in one of healthcare’s most complicated corners. Connect with him on LinkedIn.