From Legacy to Tech-Enabled: How MEDQOR is Transforming Healthcare Media
# 1st-party data
# Analytics
# Artificial Intelligence
# B2B
# Business Transformation
# Data monetization
# Digital Strategy
# Monetization
# Revenue
# Technology
Inside My Conversation with MEDQOR'S Chairman Brian Weaver on How Their AI-Powered Data Platform Is Turning B2B Media Into a Performance Engine
In the ever-shifting landscape of B2B media and healthcare marketing, the need for data clarity and measurable ROI has never been more urgent. Few leaders understand this better than Brian Weaver, Chairman and CEO of Torch.AI and MEDQOR, who joined me on the Revenue Room podcast to discuss the revolutionary transformation he’s led through MEDQOR’s proprietary data platform, Chronicle.
Brian’s journey is anything but conventional—equal parts defense technologist, endurance athlete, and data entrepreneur. But his vision is razor sharp: transform the legacy model of media advertising into a data-validated, performance-driven engine.
The Acquisition That Sparked a Transformation
In 2009, Brian acquired MEDQOR, then a traditional print-focused healthcare media company. “They were sitting on a mountain of information,” he told me, “but hadn’t figured out how to use it to create operational efficiency or customer impact.”
Brian, with deep roots in behavioral analytics and a track record of building data-powered companies, saw a massive opportunity. Instead of maintaining the status quo, he embarked on a decade-long journey to turn MEDQOR into a predictive intelligence powerhouse.
SEE OUR FULL INTERVIEW ON OUR YOUTUBE CHANNEL
Chronicle: A Platform Built for Performance
The result is Chronicle—a platform that combines high-fidelity first-party data, AI-powered telemetry, and real-time market signals to identify and engage healthcare buyers at every stage of their journey.
Chronicle doesn’t just track content consumption. It scores buyer intent, integrates with client CRMs, and delivers leads in real time. “We’re able to say, ‘Give your budget to us, and we’ll prove ROI with evidence—actual leads sent into your CRM via API,’” Brian explained.
Marketers can now see:
Who is in the market now
What stage they’re at in the buying journey
How they’re engaging with campaigns and competitor content
Which assets and messages are resonating—and which aren’t
The platform not only guarantees performance, but also equips MEDQOR’s advertisers with strategic foresight to adjust campaigns mid-flight and optimize future spend.
Competing Unfairly (By Design)
Brian is unapologetic about Chronicle’s competitive edge: “We wanted to compete unfairly.” In a market where most media companies still sell reach and impressions, Chronicle offers proof—of engagement, conversion, and market share lift.
This has led to double-digit increases in average deal size and long-term client retention. MEDQOR’s sales team no longer leads with editorial calendars; they lead with buyer intelligence.
A Blueprint for Modern B2B Media
Chronicle isn’t just a healthcare solution—it’s a vertical-agnostic platform that can be deployed across industries. Already, MEDQOR has launched 15+ verticals using the same Chronicle engine to expand its market footprint. As Brian shared, “It’s equally efficient to do this in bass fishing as it is in healthcare.”
He envisions a future where Chronicle powers recurring revenue through guaranteed performance models, transforming episodic campaigns into subscription-based media engagements.
Takeaways for Media Executives
Brian’s insights offer a clear roadmap for executives navigating the AI-powered marketing era:
Trusted brands + timely relevance = media’s new power position
Platforms like Chronicle shift media from “nice to have” to mission-critical
Investing in first-party data and proprietary tech is no longer optional—it’s existential
As marketing budgets come under pressure, Brian’s advice rings clear: “When the market contracts, you need to be the vendor with evidence. Chronicle is our proof.”
To learn more about Brian Weaver and the Chronicle platform, listen to the full podcast episode on Revenue Room, or connect with Brian on LinkedIn.
And if you’re a revenue leader navigating the intersection of AI, media, and performance marketing, join us inside Revenue Room Connect to keep the conversation going.
Heather Holst-Knudsen is a distinguished figure and expert in the events, media, marketing and technology sectors. Using her extensive experience, she guides clients in adapting to structural economic and market changes, seizing the chance to innovate and evolve. She specializes in digital and data disruption and opportunity, exploring how these overarching factors can impact revenue growth, customer-centricity, operational efficiency, profit margins, and the overall valuation of companies in both public and private markets.
Her journey began at her family business, Thomas Publishing Company, where she honed her skills. She further expanded her expertise by holding positions at early industry giants Miller Freeman, Reed Elsevier, and IDG. Returning to Thomas Publishing, Heather founded and spearheaded Manufacturing Enterprise Communications, an integrated media portfolio connecting buyers and sellers in the manufacturing and technology sectors. Starting in 2015 and spanning the next seven years, she leveraged her expertise as a revenue and business leader in various SaaS businesses, including Feathr, Gleanin, Brella and Edflex.
Heather is deeply passionate about digital innovation, data monetization, and AI and how these strategies fuel revenue growth, profitability, and company valuation. To serve and create value for clients in these areas, she launched H2K Labs, dedicated to generating and leveraging value through data for media, business information, events, and adjacent technology and service markets.
