There’s a popular adage in the complex world of healthcare IT product marketing consulting: Give, and ye shall receive. Success hinges on the depth of information shared. Consultants can only be as effective as the insights they’re privy to. The more embedded they are within a company, the greater their impact.
But, there are common misconceptions that impede this collaborative exchange of information. These barriers hinder the consultant’s ability to deliver transformative results.
In this blog, we dispel those misconceptions. We also explore how to build an effective and rewarding relationship with your product marketing “hired gun.”
Breaking Down Misconceptions
One of the most prevalent misconceptions is among eager-but-overwhelmed CEOs of smaller-stage companies. They tend to view consultants as saviors who can swoop in and solve all problems without adequate context.
This notion disregards the diverse nature of healthcare IT marketing strategies. Such strategies inherently defy one-size-fits-all solutions. Instead, the hallmark of a great consultant lies in their ability to ask probing questions and challenge existing paradigms. For this to occur, organizations must be forthcoming with information from the very start—and as strategies evolve.
CEOs also sometimes focus on immediate tactics over foundational information sharing. They want quick results. Yet, to unlock the full value of a marketing consultant, a commitment to ongoing dialogue and transparency is key. Without this exchange, consultants lack the insights needed to tailor strategies according to:
- clinical domain
- problems and needs of key decision-makers and influencer personas
- unique value propositions of your solutions and products
Enhancing Consultant Effectiveness
Contrary to popular belief, product marketing isn’t only about sales enablement. It encompasses product strategy, sales alignment, and broader business objectives. For example, understanding your target market and buyer personas. Healthcare IT consultants who have this holistic understanding can craft comprehensive marketing programs that address multifaceted organizational needs.
It’s crucial for healthcare IT product marketing consultants to leverage their firsthand knowledge of:
- various clinical domains and workflows
- procurement cycles
- the competitive landscape
In doing so, consultants can channel strategic insights back into the organization, transcending mere tactical execution to deliver enduring value. They can then amplify product marketing with comprehensive knowledge across three key domains.
1) Product Strategy
To map your competitive landscape, target market segments, and unique selling points, healthcare IT product marketing consultants need a solid understanding of your product both as it is today, as well as your vision for its future. Unfortunately, this information is often overlooked amidst day-to-day operations, especially when all eyes are on securing early pilot sites and sales.
Taking time for reflection and collaboration with a consultant can yield invaluable insights. Such information drives transformational results in lead generation, product competitiveness, and company success.
2) Current Challenges
It’s natural human behavior to put an optimistic spin on our work, sweeping problems or challenges that are standing in the way under the rug. Yet, open dialogue about what’s not currently working with your marketing, product, or customer success strategies and the tactics that you’ve attempted before is essential for framing the context surrounding your current position and accelerating positive change.
Without this level of honesty, consultants find themselves navigating blind spots. This only hinders progress.
3) Insights from Customers and Sales
Understanding customer pain points and the intricacies of different buyer personas is foundational for a successful healthcare IT product marketing strategy. This requires dedicated time for information exchange—often more than anticipated. Budgeting appropriate time up front and throughout the engagement brings fresh perspectives. It also leads to more innovative and effective solutions.
Value of Bi-Directional Information Sharing
Product marketing consulting effectiveness aligns with the depth of information shared by various parties. For example, your organization’s leadership, product, sales, and customer success teams. The goal is to embrace transparency and commit to ongoing dialogue. In doing so, you can unlock the full potential of your investment in a seasoned healthcare IT product marketing consultant. It’s not only about sharing data; it’s about fostering a culture of collaboration and strategic alignment.
Remember, sharing vital information increases the value of your consulting engagement. Welcome openness, engage in meaningful dialogue, and transcend narrow tactics. The greatest transformations arise from a shared journey toward success.
Are you hoping to level up your team with a seasoned healthcare IT product marketing expert? We bring decades of hands-on experience and deep knowledge of relevant clinical, technical, and operational factors. Our expertise can augment your team and lead to effective product and marketing strategy development and execution. Contact us to learn more.
