Effective Strategies for Marketing to Healthcare Buyers

Education Marketing Catering to the Healthcare Buyer

Agenda 1. Introductions 2. A day in the life of the hospital CEO/CFO 3. How many decisions do you make a day? 4. A bit about the brain and language 5. Four proven content and marketing strategies

Introductions

Our personal stories David Rodriguez, SVP Marketing Tract Manager Holdings Lindsay Peabody, Content Marketing Manager

A day in the life of a hospital buyer

Vendors, vendors, vendors!!! The Number of Vendor Inquiries Hospital CFO and CEO Receive Each Day: 1. 30-50 calls per day a) How do you stand out? 2. 10-20 emails a day a) What are you saying? Some of the best advice I have ever received Let them off the hook Drip Create a deadline Separate the facts from imagination Change the approach The final approach Take a risk

How many decisions do you make a day?

Decisions.decisions The average CFO/CEO makes 124 decisions each week. 1. At least 85% of them are made in less than 9 minutes 2. The rest are made in 1 hour or more Which decision time frame do you want to fall into? Urgency can be created but doesn t always map to hospital priorities How do you overcome this (this is the biggest challenge in the selling cycle)?

When do decisions get made Sales Cycle: What Content Goes Where? PRE-SALES Unaware of problem 1 INITIAL SALES Understanding the problem 2 MID-SALES Identifying solutions, considering vendors 3 In our latest survey, we ask technology buyers, from engineers to the c-suite, what content they find most helpful in each of the four phases of the sales cycle: FINAL SALES Finalizing vendor, purchasing solution 4 Eccolo Media 2015 B2B Technology Content Survey Report, Eccolo Media Inc.

Creating a sense of urgency Blogs and Newsletters Present the Problem Blogs E-Newsletters 40% 35% 30% 25% 20% 15% 10% 5% 0% Visual, short, and provocative our survey respondents found blogs and e-newsletters most helpful in the early part of the sales cycle. PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution

Connect with the audience Next White Papers 50% Explain It 45% 40% 35% White papers help buyers understand the problem presented 30% 25% 20% 15% 10% 5% 0% PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution

Engage quickly and effectively Finally, Videos Offer the Solution Videos 40% 35% 30% 25% 20% 15% 10% 5% 0% They are particularly effective after buyers understand the problem and are now looking for solutions and vendors. PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution

When is this stuff used In all, survey respondents pinpointed where 10 different content types were most helpful in the sales cycle 50% 40% 30% 20% 10% 0% PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution Detailed Tech Guides White Paper Case Studies Videos Infographics Brochures/ Data sheets E-newsletters Blogs eBooks Webinars

A bit about the brian and langauge

Women, Fire and Dangerous Things George Lakoff - Professor of linguistics at the University of California, Berkely - Heavily involved in Political Advisory - American cognitive linguist, best known for his thesis that lives of individuals are significantly influenced by the central metaphors they use to explain complex phenomena. - The book's title was inspired by the noun class system of an Australian tribe, in which the "feminine" category includes nouns for women, water, fire, violence, and certain animals.

Women, Fire and Dangerous Things What categories reveal about the mind: 1. Semantics 2. How individuals are influenced by central metaphors 3. Metaphors are central to storytelling 4. Stories create emotional connections 5. Emotional connections create empathy, understanding and relationships 6. Relationship are key to selling

Buyers will fill in the gaps FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPIERENCE OF YEARS

Buyers will fill in the gaps F FINISHED F FILES ARE THE RESULT OF F YEARS OF F SCIENTIF FIC STUDY COMBINED WITH THE EXPIERENCE OF F YEARS If you re not telling the story you want, who is? Your Competitors. 6

Four proven content and marketing strategies

1. Find the talent and use it to build trust Who are the subject-matter experts in your organization? Learn who they are and listen to their ideas. Find outlets that are well-suited for their expertise. Make connections to build trust over time. subject subject- -matter expert matter expert marketing professional (you) marketing professional (you) third third- -party outlet party outlet your audience your audience

2. Focus on high-performing content Develop an editorial calendar with specific goals in mind. Reliable content types: List posts. 5 Common Misconceptions About Hospital Purchased Services E-books and how-to guides. Case studies and testimonials. Videos and infographics. Don t waste time on content that doesn t drive the results you want.

3. Allow yourself time to research Dig into your marketing analytics. Stay on top of marketing trends. Learn from your industry subject-matter experts. Use your findings to drive your editorial calendar.

4. Communicate with your marketing team Build trust among your team by having fun. You have to trust each other to communicate and collaborate well.

Questions and Answers