T1: How does healthcare buyer engagement differ from sales and marketing in other industries? #HITMC
| @billians |
T1: Security and compliance are a
bigger priority in healthcare; Patients = very precious cargo buyers
entrusted with! #HITMC |
| @jslentzclifton |
T1 Wide array of stakeholders, very
busy professionals w/ limited desk time - need new creative ways to
engage. #HITMC |
| @ehrandhit |
T1: One major difference from many
(although not all) industries is how regulated healthcare
is. #HITMC |
| @cnluken |
T1: differs in the buyer dynamics...
doctors, boards, C-levels & some floor staff all may have
influence #HITMC |
| @porterresearch |
T1: Credibility, while important in
all industries, is especially of concern to potential buyers in the
healthcare industry. #HITMC |
| @dz45tr |
#HITMC T1: I think the
complications come from the complexity of the systems. Many stakeholders get
to say "no." |
| @askjoyrios |
T1: Healthcare buyers want to avoid
the services vs. other industries where they're actively looking to use
products/services. #HITMC |
| @billians |
T1: Security concerns in the
healthcare industry too are very important whereas other industries may not
need to worry about this #hitmc |
| @nateksu |
T1: peer influence seems to be of
greater importance than anything else #HITMC |
| @ehrandhit |
Docs trust docs
more. Med school bonds people. RT @NateKSU: T1: peer influence seems to be of greater importance than
anything else #HITMC |
| @shilling_brian | RT @ehrandhit: Docs trust docs more.
Med school bonds people. RT @NateKSU: T1: peer influence seems to be of greater importance than anyth… |
| @dz45tr |
#HITMC T1: It's more than #providers, though. Many systems have to consider #Patient, #Peer, #Payer, #Purchaser = different
messages. |
| @porterresearch1 |
@HealthcareScene @dz45tr T1 HIT specifically is a very complex arena, often w/
multi-org impact; longer sales cycles. #HITMC |
T2: What are effective ways to succinctly present complex healthcare solutions in marketing? (videos, case studies, etc) #HITMC
| @porterresearch |
T2 A brief client story w/ clear
benefit/outcome as bottom line required to snare initial
attention #HITMC |
| @billians |
T2: case studies, to me, seem to be
the best way to showcase solutions. Good to learn from a been-there-done-that
situation. #hitmc |
| @jslentzclifton |
T2 Personally a visual learner; Into
diagrams, charts, drawings more than video (maybe an age
thing?) #HITMC |
| @ehrandhit |
T2: A well done video can do an
amazing job at describing complex solutions. Doing it well is a major
challenge though. #HITMC |
| @nateksu |
T2:well placed video for a high
level hook followed by case study #HITMC |
| @dz45tr |
#HITMC T2: key to any marketing
is understanding and planning for audience. Match the channel to the
receiver. Good planning = success. |
| @dz45tr |
#HITMC T2: writing out your key
points in your messaging plan helps provide framework for how you
channel. |
| @cnluken |
T2: We
demonstrate subjectmater expertise; when they want2 no more-weLISTEN 2their
issues&make specific plan #HITMC #IfYouBuildItTheyWillCome |
| @ehrandhit |
T2: Regardless of the method you use to tell your story, you have to invest in the distribution of the story as well. #HITMC |
T3: In your experience, what’s been the single best marketing resource for building trust with healthcare providers? #HITMC
| @porterresearch |
T3: This is a really good question.
I'm excited for the answers! #HITMC |
| @nursenadeen |
T3
Word of mouth references from THEIR peers plus caring about end user feedback #HITMC @billians |
| @jslentzclifton |
T3 Market education; Studies that bring trends, adoption benchmarks to light. Providers largely in uncharted territory! Want insight #HITMC |
| @porterresearch |
T3 Our clients
report success validating solution #ROI w/ objective 3rd party & using that to establish
trust from word go. #HITMC |
| @cnluken |
T3: Setting expectations &
Meeting/Exceeding them. #HITMC |
| @billians |
T3: Providing thought leadership too
can be important, you need to show you KNOW what you're talking
about. #hitmc |
| @dz45tr |
#HITMC T3: Definitely word of
mouth, but finding your champions and getting them to your audience is key.
& getting over barrier to change. |
| @porterresearch1 |
@PorterResearch T3 Clients report success validating solution ROI w/ objective 3rd party & using that to establish trust from word go #HITMC |
T4: How important is it for companies to quantify solution ROI with hard numbers in marketing collateral? #HITMC
| @billians |
T4: Very
important. #ROI can
justify a marketing expense. #hitmc |
| @jslentzclifton |
T4 People love stats, numbers. Quick
way to cut through the healthcare sales & marketing noise,
IMHO. #HITMC |
| @nateksu |
T4: Suspicious buyers poke holes in
ROI alone, they need to want to believe… then the ROI collateral is just
confirmation #HITMC |
| @bryan_pasaribu |
#KCA #VoteJKT48ID dz45tr: Not to mention #HealthIT is developing so quickly, by the time you get to market,
you're probably too late. #HITMC |
| @porterresearch |
T4 Sellers will be cautious re:
over-promising, but ROI (transactional & otherwise) should always be part
of the pitch. #HITMC |
| @dz45tr |
#HITMC T4: I think some ROI
numbers are fine, but better to anticipate ROI for prospect can be more
powerful |
| @cnluken |
T4:
Quantifying ROI is key. Putting it in different terms is good too tho, like
increased efficiency by X, #clicks, hours, etc. #HITMC |
| @shilling_brian |
T4: Buyers gravitate to ROI numbers. ROI calculators are a great asset and marketing tool. #HITMC |
T5: What marketing initiatives offer the best channels for building brand credibility? (blogs, research, testimonials, etc) #HITMC
| @porterresearch |
T5: providing thought leadership via
blog or other source where you can showcase knowledge in concise, but
thoughtful manner. #HITMC |
| @ehrandhit |
T5: I'm somewhat partial to blogs
;-) Although, look for blogs tied to a solid email list, social reach, and
SEO profile. #HITMC |
| @jslentzclifton |
T5 Horns are louder when someone
else is tooting them ;) Client endorsements, research citations stand
out. #HITMC |
| @nateksu |
T5: Well written blogs develop
brands over time #HITMC |
| @nursenadeen |
T5 #HITMC Strategic partnerships,
research blogs, bulletin board focus groups @billians |
| @cnluken |
T5: Weve been seeing gr8 results from educational webinars (showcases expertise). Going 2start blogging (this month fingers crossed) #HITMC |
| @ehrandhit | Too many people miss the "over time" part and fall short. RT @NateKSU: T5: Well written blogs develop brands over time #HITMC |
