The Element of Surprise in Your Health IT Story
Sam Stern

Sam is the Founder and Chief Marketing Technologist at Modallic. Modallic specializes in brand development and marketing for Mobile Healthcare Technology (mHealth) firms. As a life-long entrepreneur, Sam directs the mHealth storytelling and mHealth agile marketing process unique to the Modallic approach.

Surprise is a powerful element to use in telling your health IT marketing story,

So, how can you use the element of surprise in your health IT business?

I’ll tell you about that in just a bit , but first let’s talk about a tennis “nobody” who used the element of surprise to defeat a tennis superstar.


Michael Chang is the youngest winner of a grand slam event in tennis. He won the French Open in 1989 at the age of 17.

He won’t necessarily be remembered for just that, but more about how he took down one of the heavyweights of the era, Ivan Lendl.

Chang was nearing the end of the match and was tired and injured…

just then, he did something totally unexpected and threw Lendl off his game.

Chang served to Lendl UNDERHAND. Lendl was confused and returned back into the net. Chang even claims this was the turning point of the match.

Second, on the match point, facing a monstrous Lendl serve (120+ MPH), Chang moved CLOSER to the net and stood at the line of the server’s box.

Lendl went on to double fault, delivering the French Open to Chang.


My point with this story?

How can you surprise your competition? How can you surprise  your prospects?

What BOLD move can you take when you’re tired and feeling beat?

When your prospect is expecting you to smash the normal serve, what underhanded shot can you play to grab his attention and shake up his current way of thinking?


The Big Surprsie: Don’t TELL Your Story.

SHOW IT and Have Prospects Experience IT.


Rather than pushing harder and chasing after the sale…

You ease off.

You make prospects QUALIFY for your time and advice.

Rather than bombarding your prospects with free information… blog posts, white papers, webinars, and demos… Like all your competitors.

You actually charge prospects for an assessment of their current Health IT situation… But ONLY if they first QUALIFY for your time.

And then for QUALIFIED prospects who pay you to get their customized assessment…

You PROMISE and DELIVER 1 or 2 immediate recommendations they can implement RIGHT NOW.


Remember, it doesn’t have to be a big move that produces a win.

You can win from the mistakes of your competition.

As WhatsApp recently demonstrated, the mobile market is full of surprises.

Can you surprise the mHealth market with a network effect?

Maybe the surprise is to look beyond the United States market for unfulfilled opportunities?


NOTE: This blog post was updated with new information, insights, and value on July 23, 2014.

photo credit: ejorpin via photopin cc

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