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?
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:
Eccolo Media 2015 B2B Technology Content Survey Report, Eccolo Media Inc.
1
PRE-SALES
Unaware of
problem
2
INITIAL SALES
Understanding
the problem
3
MID-SALES
Identifying solutions,
considering vendors
4
FINAL SALES
Finalizing vendor,
purchasing solution
Creating a sense of urgency
Blogs and Newsletters
Present the Problem
Blogs
E-Newsletters
40%
35%
Visual, short, and
provocative…
30%
25%
20%
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
15%
10%
5%
0%
MID-SALES
PHASE
Identifying
solutions,
considering
vendors
FINAL SALES
PROCESS
Finalizing
vendor,
purchasing
solution
Connect with the audience
Next… White Papers
Explain It
50%
45%
40%
White papers help
buyers understand the
problem presented
35%
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%
They are particularly
effective after buyers
understand the problem
and are now looking
for solutions and vendors.
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
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
White Paper
Blogs
INITIAL SALES
PHASE
Understanding
the problem
Case Studies
Brochures/
Data sheets
MID-SALES
PHASE
Identifying
solutions,
considering
vendors
Videos
eBooks
Detailed
Tech Guides
Webinars
FINAL SALES
PROCESS
Finalizing
vendor,
purchasing
solution
Infographics
E-newsletters
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
FINISHED FILES ARE THE
RESULT OF YEARS OF
SCIENTIFIC
STUDY COMBINED WITH THE
EXPIERENCE OF YEARS
6
If you’re not telling the story you want, who is?
Your Competitors.
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.
marketing professional (you)
your audience
subject-matter expert
third-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