Is Your Health IT Brand Sick?
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.

What are the signs and symptoms of a diseased health IT brand?

1. You struggle to close sales.

2. Generating enough qualified leads just isn’t happening.

3. Landing sales meetings with qualified leads- and then converting them into sales- is hit or miss… mostly miss.

4. You’re not attracting attention to even get prospects on your radar.

5. Your marketing focus is on media tactics first. Your first goal is to create social media buzz, get interviewed in The Wall Street Journal, Forbes, TechCruch, Inc. 

Maybe you know your numbers and track the metrics in these areas. Probably not. It’s more of a gut feeling that something is wrong and doesn’t feel quite right.

Here’s the reality about branding.

Your prospect is NOT thinking about YOU.

Top of the mind awareness is a myth.


You can build a core brand strategy and direction.

If you really get into the mind of your buyer. 

Not about what your buyer logically needs.

Understand what your buyer emotionally WANTS.

You see, even with all these digital communication tools, social media, and automated website and lead capture systems…

Branding begins at the core of human nature.

The reptile brain of your buyers… even sophisticated enterprise health IT buyers… is where your brand takes shape.

The reptile brain is simple. It selects unconsciously among three choices in ANY encounter.

Eat it.

Kill it.

Mate with it.

Your branding… EVERY message, image, and ACTION you put out into the marketplace… unconsciously is asking your prospects:

Does this want me want to eat it? Will it nourish and sustain me? Is it worth my time and energy to put this on my table for me and my family?

Kill it. It’s a threat. Real or imagined. Eliminate it.

Mate with it. I like it. I want it.

You want your prospects to, at a core emotional, reptile brain level, have a lust to mate with your brand.

If not, your prospects will either eat (take your solution and do it themselves or select another option) or kill your brand.

Branding and human communication that results is sales hasn’t really changed much in thousands of years.

And, we’ve made how we think people really make decisions much more confusing.

Does your brand spark the medulla oblongata… the lower brain… of your prospects?

Tapping the reptile brain takes a different way of thinking about your brand.

Let’s talk and you’ll discover how this works… and how it helps heal a sick health IT brand.





photo credit: Claus Rebler via photopin cc

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