Meet hospitals and health systems where they are

Healthcare tech vendors should ground themes, personas, and even distribution in actual feedback from hospital and health system leaders. Clarifying value at this level is a baseline requirement for engaging your potential buyers, channel partners, and existing customers. Guessing and self-centered perspectives waste time and have extremely high opportunity costs.

I recommend that all my clients start with a short, high-impact exercise before they invest time, energy, or money in content creation—you need to know what will win your audience a gold medal in their work before you invest in marketing. (This can be especially useful if you’re working with an agency that doesn’t quite “get” this corner of healthcare.)

 

A crystal ball for your content strategy

What if you could peek into the minds of hospital and health system leaders…before you waste valuable resources and opportunity on content that doesn’t connect?

Avoid content marketing pitfalls including:

  • Low-ROI investment in conferences and distribution methods your target market isn’t engaged in
  • Wasting time and money marketing to the wrong titles in a hospital or health system
  • Misunderstanding the nature of hospital buying groups 
  • Low-yield editorial calendars based on low-priority topics that your audience can easily tune out
  • Investing in low-confidence content types that hospital and health system leaders don’t trust or use in their buying decisions
  • Common blind spots in your internal understanding of hospital buying and content preferences

Use your results to fuel:

  • EOY content planning
  • Engaging the hospital and health system market with confidence
  • Evaluation of your current content budget for inefficiencies and opportunities
  • Improved product marketing
  • Refining your editorial calendar
  • Differentiation from competitor content

You’ll Walk Away With

  • A clear picture of gaps and opportunities in your content program
  • SMEs, resources, and themes for optimal focus
  • An actionable path to translate your value prop and integrate it into your content marketing strategy

30-Day Hospital Value Prop Accelerator

Conducted either using my internal data or in partnership with healthcare market research firm, Eliciting Insights, this survey goes directly to dozens of the hospital and health system leaders around the country you’re trying to reach—super-charging your content strategy and illuminating your path to the high-value content that cuts through noisy inboxes, crowded social media platforms, and a shifting conference environment.

Here’s what it looks like…

Level 1: Customer Listening-Enabled

  • We’ll work together to establish the optimal source of insights (your existing research, customer listening exercises, sales conversations) 
  • An interview to discover your true value prop in enterprise healthcare, SMEs, and potential external experts
  • A final report detailing suggested value pillars, ideas for content strategy topics, and additional content opportunities.

Base price: $3,000

Level 2: Market Research-Enabled

    • Five questions on topics including:
      • Preferred content types (What do they trust and how do they want to receive value?)
      • Target titles (Who should we be producing content for and distributing it to?)
      • Event/platform engagement (How can we meet them where they are?)
      • Brand awareness (Do they even know who we are?)
      • Top-of-mind topics (How do they define value?)
    • An interview where we’ll fine-tune the survey to align with your solutions and goals
    • Options to refine your survey panel by geographic region and hospital type
    • Upgrade opportunities to include more complex and open-ended interview questions with specific titles within the hospital or health system
    • A final report detailing the demographics of your survey, critical insights, and suggested ideas for content strategy and potential future market research

Explore the engine behind the Level 2 in this mini-webinar

Report Preview

(Images below are for demo purposes only. Actual report will vary from what’s presented here.)

Starting at: $6,000

Upgrade interview questions with individual administrators: (You can ask questions to get insights like this, or get much more granular and interrogate their specific challenges.) $1,000 per interview

Provided in partnership with ElicitingInsights, trusted by HFMA and healthcare tech vendors across the country. 

Fill out the form below or set up a call here for a Diagnosis & Discovery session.