Table of Contents
Healthcare delivery has evolved in the past 20 years. So, too, has healthcare product marketing. Both saw impacts via the digital transformation of marketing. An explosion of digital tools and online platforms in our personal lives has embraced this shift.
In healthcare delivery, the evolution represents the universal adoption of:
- EHRs
- patient portals
- digital imaging systems
- devices and applications that report on the health of patients and health systems
In marketing, we experienced the emergence of:
- marketing automation systems
- CRMs
- sophisticated website technology
- digital marketing
- e-commerce
- explosion of social media
How have these changes affected the role of the healthcare product marketing leader? And, how can healthcare IT organizations navigate this complex and dynamic landscape to ensure their efforts benefit the business and drive sales?
1. Understanding Healthcare IT Buyer Behaviors
Digital marketing and e-commerce has become a lucrative business. Online marketing and digital retargeting tools that track online behaviors with a high degree of specificity and accuracy have exponentially shortened the sales cycle for many commodities. They have also increased the number of convenience and impulse purchases made by online shoppers.
Approximately 80% of adults in the U.S. report they shop online. Healthcare buyers are no exception when it comes to personal purchases. Yet, when shopping for B2B solutions for their clinical practices and provider organizations, these buyers exhibit very different behaviors.
Why? Healthcare buyers are risk averse and budget constrained. They exercise a high degree of scrutiny when purchasing healthcare IT solutions. The e-commerce (B2C) industry relies on digital marketing to promote and sell products. But, healthcare buyers use it to:
- Learn about new and emerging industry discoveries and trends
- Identify potential solutions for addressing problems and needs within their healthcare organization
- Connect with vendors to further assess clinical/technical fit, reliability, and ROI of potential solutions
2. Content Is the Cornerstone to Successful Healthcare IT Marketing
Today, addressing the unique needs of healthcare buyers requires a different marketing approach. E-commerce relies on fast-paced, high-volume communications. But healthcare IT marketing needs to be much more focused, relevant, and credible. How can you rise above the noise in a cluttered digital marketplace? Implement strategies and tactics that:
- Address relevant topics and communicate value to targeted buyers and influencers.
- Focus on education rather than sales. Also, connect with buyers on a deeper level and show a depth of clinical and technical expertise.
- Leverage a variety of digital media formats and channels based on the nature of the content. For example, infographics vs. white papers.
- Consider which stage of the buyer’s journey efforts are supporting.
In time, we’ve identified a common mistake many healthcare organizations make. They rely on marketing professionals who are only adept at e-commerce and social media marketing. These professionals lack the healthcare expertise to target and engage highly-educated healthcare professionals.
A greater depth of understanding is necessary to develop content and messaging relevant to the problem statements and desires of a healthcare audience. Understanding the roles, responsibilities, and challenges experienced by each buyer persona is critical.
3. Value of Healthcare Domain Expertise
The tactical execution of marketing programs has changed dramatically in the past 20 years. But, the underpinnings of a successful business and marketing strategy has not. Forming the foundation of healthcare IT marketing programs relies on:
- effective segmentation
- persona development
- value-based messaging
These tactics are even more important today, given the speed and scale of digital communication.
Healthcare domain expertise is a strategic asset important to most customer-facing departments. Healthcare vendors value product management, sales, applications, and customer support. But, this is sometimes undervalued in product marketing and field marketing.
Crafting a well-thought-out marketing strategy and distilling solution and product capabilities into concise and coherent messaging isn’t simple. It requires an in-depth understanding of market drivers, barriers, competition, and customer needs. Marketing and product leadership must work hand-in-hand to inform product strategy and ensure commercial success.
4. A Strategic Approach to Healthcare Product Marketing
Many aspects of healthcare IT marketing have changed over the last 20 years due to the evolution of digital media. Yet, the foundational elements that are critical for success remain the same. Engaging with healthcare professionals requires a strategic approach… one led by healthcare domain experts who can understand the unique challenges, needs, and behaviors of each stakeholder group.
Are you ready to take a strategic approach to your healthcare strategy? Our professionals bring decades of healthcare domain and business expertise. Ready to accelerate your success? Contact us to learn more.
Photo by Glenn Carstens-Peters on Unsplash
