As a leader of an innovative health tech company, you might often juggle many priorities. For example, product development, funding, sales, customer success, and business strategy. Amid these responsibilities, product marketing may not receive the attention it deserves. But, here’s a fundamental question: How much can you afford to overlook it?
Here, we discuss the importance of product marketing in the context of a commercialization strategy. We also review how a skilled product marketing consultant can help craft and execute strategies that capture buyer awareness and drive sales in the increasingly competitive healthcare IT landscape.
He Who Is an Expert in Everything Is an Expert in Nothing!
The CEO or head of a healthcare technology company is likely focused on building innovative solutions, growing the customer base, and understanding customer needs. Leadership may have some inherent product marketing knowledge. Yet, product marketing is both a science and an art requiring depth of expertise.
Someone from a B2C or non-healthcare product marketing background will need help with the nuances of B2B healthcare product marketing. Chances are, your commercialization effort and go-to-market strategy will benefit by dedicating expertise and time to its development and execution. A product marketing consultant who spends all their time thinking about how to position, message, and promote products can contribute unique value to the commercialization effort.
Also, consultants bring a wealth of experience from different sectors and approaches. They’ve learned from successes and failures alike. This insight can be invaluable for your company’s commercialization strategy.
New Perspectives
One of the primary benefits of working with a product marketing consultant is that they offer fresh perspectives – especially in niche clinical areas. For instance, a product marketing consultant with experience in medical imaging can bring a broader understanding of radiologist workflows, imaging technologies, and interoperability challenges. This depth of insight can lead to a clearer understanding of your product’s value proposition from clinical, technical, and operational viewpoints.
Additionally, they bring new perspectives to the table. Let’s say your internal team is deeply invested in your product. While that passion is valuable, it can sometimes lead to tunnel vision. An outside expert can objectively assess your product, positioning, and messaging. They often offer insights that might have otherwise gone unnoticed.
A well-connected consultant can also introduce you to potential business opportunities. Experienced consultants often have access to relationships that could benefit your growth. This might mean partnerships with key players in the healthcare space, introductions to industry leaders, or investors looking for innovative solutions.
Geographic Expertise
Is geographic expansion on your strategic roadmap? Engaging a product marketing consultant with diverse geographic expertise helps you navigate the nuances of new markets. They can identify the best channels, messaging strategies, and critical pain points that resonate with a diverse audience. Doing so ensures your marketing efforts are as effective as possible.
Moreover, an experienced consultant offers insights into competitive dynamics across markets. This allows you to position your product better and differentiate it from competitors who may already have a presence in that area.
Consultant As Trusted Advisor
To get the most out of your product marketing consultant, you need to view them as a trusted advisor. After all, you’re paying for their expertise. Why not take full advantage of it?
Consultants are often hired but not given the autonomy to contribute at a strategic level. It’s human nature to fall back on what you know. This can limit the value a consultant can bring. Try not to prescribe every move. Rather, remain open to new ideas and tactics that might elevate your commercialization strategy.
For example, you might have a white paper in mind to educate your audience. A consultant could suggest alternative methods that may be more engaging or impactful. Like, a webinar series, interactive content, or a case study. Letting your consultant challenge your ideas can lead to more innovative approaches.
Knowledge Integration Success Factor
The success of any consultant relationship lies in integrating the consultant into your organization. This is especially true in the complex healthcare technology landscape. To maximize the value of your engagement, consultants need to understand your company, its products, and the challenges your target personas face. This means connecting them with key stakeholders, including leadership, product development, sales, support, and most importantly your customers!
Without proper integration, your consultant is working in a silo. This limits their ability to contribute thoughts and ideas to your comprehensive commercialization strategy. In contrast, by involving them in regular discussions and sharing insights from different parts of the organization, they can align product marketing efforts with your business objectives and sales efforts, ensuring a holistic and effective strategy that drives growth.
Elevate Your Commercialization Strategy with Expertise
Effective product marketing is essential for standing out and driving success in the healthcare technology space. Partnering with an experienced product marketing consultant brings fresh perspectives, industry expertise, and strategic insights to your marketing efforts. By embracing their guidance, you can refine your messaging, enhance your strategies, and better connect with your target audience.
Are you ready to elevate your product marketing? Our team of healthcare IT marketing experts can help you craft compelling, results-driven strategies. Contact us today to learn how we can support your growth and accelerate your marketing success.
