Proof Points: The Healthcare IT Marketer’s Holy Grail

One of the most elusive tools in a healthcare marketer’s war chest rests is data proof points. Proof points are the tangible value a healthcare IT solution delivers to clinical, operational, and financial stakeholders. 

Yet, this precious data is rarely provided. That’s unfortunate. It is one of the most important components for crafting messaging that captures the attention and interest of potential buyers.

Let’s look at it from a B2C vs. B2B perspective. Retail consumers regularly compare product prices, specifications, reviews, and other data points. Keen marketing departments tell us exactly what we stand to gain by choosing their product over a competitor’s. The same is true in healthcare. A healthcare IT product marketer’s goal is to craft messaging that proves the product does what it says it does, safely and effectively. 

How can you create this next-level messaging? This blog explains how to develop a simple framework for collecting and using those valuable proof points. 

1. The 3 Pillars of Evidence-Based Messaging

In the consumer world, marketers use messaging that appeals to customers on an emotional level. But, in most aspects of healthcare, decisions are evidence-based. Messaging requires evidence that proves solutions will perform as promised. 

Here are the three primary types of proof points that bring credibility to healthcare IT product messaging:

1. Academic studies. Show the novel applications and/or technical superiority of a new healthcare application.
2. Clinical proof points. Quantify improvements in care quality metrics, workflow efficiency, patient outcomes, provider satisfaction, etc.
3. Financial proof points. Identify measurable gains in revenue (increased reimbursements, incentives, etc.). Or, provide cost savings (reduced resources, lower cost of infrastructure, avoided penalties, etc.).

To be most effective, it is important to collect evidence across all three pillars. Academic proof points demonstrate that your product has technological and/or scientific merit. Real-world clinical and financial proof points strengthen your claims by proving performance in a “messier” reality.

2. Strategies for Collecting Proof Points

The first step is identifying which proof points you need. What will reinforce your product messaging? Create a table that maps your core value propositions to quantifiable outcomes. Then, think about when and how those outcomes are best measured. For instance:

• Scientific evidence to support academic white papers might be best collected during prototyping or clinical validation phases. This involves developing reliable and repeatable research frameworks.
• Collect performance benchmarks or security controls during the course of product development. This requires an established infrastructure and process for collection of key data points.
• Realized benefits like quality improvement, efficiency gains, or financial ROI are ideally collected through customer case studies. Develop open and collaborative relationships with key customer sites. 

How can product marketers best identify proof points? Or develop strategies for collection? By leveraging their knowledge of customer pain points, value propositions, and competitors’ positioning. They then work with product management, sales, engineers, and other internal stakeholders to gather the required evidence. Support comes in the form of the necessary tools (research frameworks, surveys, user groups, interviews, etc.).

The earlier you adopt this methodology within an organization, the better. Identifying and gathering marketing evidence requires a thoughtful and collaborative approach. Strategize to engage stakeholders across the organization. Encourage them to think about (and work towards) development as part of their day-to-day activities. 

3. Integrating Proof Points into Your Marketing Program

There are many effective ways to leverage proof points once collected. Some of the biggest and most impactful include:

• Customer case studies and testimonials carry a lot of weight when actual users affirm them.
• Press releases communicate demonstrated success stories to the broader market.
• White papers report technological or scientific reliability and superiority. 
• Business cases support customer decision-making by providing ROI associated with purchasing your product.

You can also incorporate proof points into your core messaging framework. This adds credibility to website, social media, email, and other core content.  

4. Getting Started

In healthcare IT, decisions are evidence-based. This is why proof points are the product marketer’s Holy Grail. Defining, collecting, and incorporating quantified benefits into your marketing program improves the credibility and appeal of your product messaging across all market segments and buyer personas. 

Need some help getting started? Our team of healthcare IT product marketing experts bring decades of experience in crafting evidence-based marketing strategies. We can help you identify proof points that:

• align with your value propositions, 
• support you in their collection, and 
• develop next-level messaging that will resonate with your target audience. 

Contact us to learn more.

Photo by Chris Liverani on Unsplash