Education Marketing Catering to the Healthcare Buyer.

Education Marketing Catering to the Healthcare Buyer 

Agenda1. 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 ContentGoes Where?In our latest survey, we ask technologybuyers, from engineers to the c-suite, what content they find most helpful in each of the four phases of the sales cycle:

PRE-SALESUnaware ofproblem

INITIAL SALESUnderstandingthe problem

MID-SALESIdentifying solutions,considering vendors

FINAL SALESFinalizing vendor,purchasing solution

1

2

3

4

Eccolo Media 2015 B2B Technology Content Survey Report, Eccolo Media Inc.

Creating a sense of urgency

Visual, short, and provocative…our survey respondents foundblogs and e-newsletters most helpful in the early part of the sales cycle.

PRE-SALESPHASE

Unaware ofproblem

INITIAL SALESPHASE

Understandingthe problem

MID-SALES PHASE

Identifying solutions,

considering vendors

FINAL SALESPROCESSFinalizing vendor,

purchasing solution

Blogs

E-Newsletters

40%

35%

30%

25%

20%

15%

10%

5%

0%

Blogs and NewslettersPresent the Problem

Connect with the audience

Next… White PapersExplain It

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

PRE-SALESPHASE

Unaware ofproblem

INITIAL SALESPHASE

Understandingthe problem

MID-SALES PHASE

Identifying solutions,

considering vendors

FINAL SALESPROCESSFinalizing vendor,

purchasing solution

White papers helpbuyers understand the

problem presented

Engage quickly and effectively

They are particularlyeffective after buyersunderstand the problemand are now lookingfor solutions and vendors.

PRE-SALESPHASE

Unaware ofproblem

INITIAL SALESPHASE

Understandingthe problem

MID-SALES PHASE

Identifying solutions,

considering vendors

FINAL SALESPROCESSFinalizing vendor,

purchasing solution

Videos

40%

35%

30%

25%

20%

15%

10%

5%

0%

Finally, Videos Offer the Solution

When is this stuff used

In all, survey respondents pinpointedwhere 10 different content typeswere most helpful in the sales cycle

White Paper Case Studies Videos Infographics

Blogs Brochures/Data sheets

eBooks E-newslettersWebinars

DetailedTech Guides

50%

40%

30%

20%

10%

0%PRE-SALES

PHASEUnaware of

problem

INITIAL SALESPHASE

Understandingthe problem

MID-SALES PHASE

Identifying solutions,

considering vendors

FINAL SALESPROCESSFinalizing vendor,

purchasing solution

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 SCIENTIFICSTUDY COMBINED WITH THEEXPIERENCE OF YEARS

Buyers will fill in the gaps

FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFICSTUDY COMBINED WITH THEEXPIERENCE OF YEARSIf 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-matter expertmarketing professional (you)

your audiencethird-party outlet

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