Your content should be informed by the realities of the enterprise healthcare market. This is why I start every engagement with one of the following four levels of Evidence-Based Listening. (Ranked by increasing level of specificity to your needs.)
Your existing work
Many of my clients have already done work in developing personas and fleshing out messaging, pain points, and behaviors of target decision-makers. If you have, we likely have opportunities to start here.
My aggregate personas
Since I’m focused on the enterprise healthcare space, and specifically hospitals & health systems, I’m continually gathering information around the content asset preferences, favorite watering holes, and interaction preferences of the leaders you’re building relationships with. This information is an excellent complement to your existing listening research.
Customer listening exercises
If you’re starting from scratch, an internal project to poll your existing and former customers can be incredibly powerful. I will help you develop questions based on my experience and goals for your content program.
Market research
This is the most precise option with the longest-term ROI. Invest early here and you can develop months’, if not years’ worth of highly-targeted content that speaks directly to the pain points of your specific market. This workshop provides more information.