Radiology Information System, (RIS), Picture Archiving Communication System (PACS) and Electronic Medical Record (EMR), the marketing problems of selling into two spaces concurrently, against a bevy of competition, appears to be increasing exponentially. An observation Just, but everyone may be starting to look the same. You can lose that differentiation every company craves, when selling similar services and products. In respect to all or any, the Healthcare IT space is beginning to look just a little commoditized with a complete lot of product sameness. So why is this happening? Lots of reasons. Let’s take a short take a look at some typically common marketing techniques and what could be done to break the logjam. The pun is supposed!
Marketing and sales really need to become more highly integrated than they are. It is a lot more than sales stating “marketing makes things look pretty”, or marketing saying “if your toes on the street sold it the real way we tell them it would work”. There needs to be sales and marketing advisory committee, that are set up with sales reps from the various regions. Agenda driven, these weekly calls discuss what taking place is sales, issues available on the market, what they are hearing about rivals and feedback about how the sales tools are being used. Marketing should be listening, understanding, and discussing what is coming up.
The sales team should be soliciting feedback from the larger sales team and carrying information back. Marketing should be on the weekly sales funnel calls also. Joint objectives and goals should be developed for sales and marketing cooperation. Share in the gain share in the pain. Marketing should also be going on sales calls and have usage of trip reports in the Sales IT system. And, marketing staff should be trained in the sales methodology that is currently being used.
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Case studies are essential, and I would think everyone agrees on that true point. Maybe however, our audiences suffer from information overload. The observation is that those documents are a long way too. Sometimes, it appears like we get paid by the word, or we are so enthralled by our own system prowess, that people must write in excruciating detail.
If I have learned anything about case studies and white documents for physicians and the C-Suite, it’s two web pages tops. And that requires white space even. Organize as follows; Background, Solution, Outcomes. And yes they can be written in two pages or less. Just because they may be shorter doesn’t mean you’re treating your audience as an idiot.
They most likely will appreciate the brevity. Also, if they are kept by you shorter you may use them as the basis for email promotions. But that requires creativeness too. Work with a video spokesperson to introduce the white case or paper study, to drive the audience to your site. 15,000 or less, including email list procurement.
White documents it isbelieved, add a way of measuring thought management to your space. They actually provided you are putting them from a regular basis and (this is the important part), are more than you write about what you understand about. White Papers needs to be used as a mechanism for thought-leadership, not only writing what you know about. To be always a thought leader in your field, you will need to write like a “thought- leader”. That means dealing with topics you may not feel so comfortable about. It may mean learning to be a visionary and projecting out where a business may be going.
To be seen as a thought-leader, you must generate thought-leading content. For instance, those vendors who operate in the international space, think of the lessons you have discovered in single payer authorities sponsored healthcare systems, or in Europe where there’s a mix of payers where everyone has health coverage.