Health IT Marketing: How to Fix Your Market Problem
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.

Marketing health IT online starts with a clear focus on Market. The marketing messages must speak to the market, the prospective Buyer, throughout the Buying Journey.

Connecting with your Market is a three-act process.

ACT I- Grabbing Attention- With thousands of marketing messages bombarding prospects daily, your message must break through and get on your prospects radar. You only have a brief moment to get the prospect to know you. 

How do you grab attention online?

Most businesses start with SEO. Getting found on Google when the prospect is looking for information about the product or service the business provides still offers the most bang for the marketing buck.

SEO is changing. SEO is in constant change.

Rather than a keyword-stuffed approach, Google now rewards high-value content. Google Analytics no longer reveals what keywords visitors used to find your site. Keywords no longer drive the search game. Now, great content is needed.

What is great content?

Great content educates your market.

Great content addresses the problems your Market is experiencing.

Great content answers the questions your Market has.

Great content asks the questions your Market doesn’t even know how to ask.

Bottom-line, great content fully and freely educates your prospect about the problems they face. Great content positions prospects to KNOW you.

Act II- Inspire and Engage -  In a sea of content online, simply gaining search engine rankings, getting prospects to Know you, and educating them about their problems isn’t enough; 

As content marketing evolves and gains popularity as a marketing strategy, Health IT marketers must explore new and better ways to engage prospects. Health IT firms can no longer tell the same story.

The story of the technology is old and worn. Look for new stories to tell or a new spin for an old story. Explore stories that connect with people. Many of the classic stories of inspiration and the triumph of the human spirit are timeless. But, they require a new spin. They need a modern, relevant context.

The health IT market leaders have the ability to explain why they are relevant and do so in a way that isn’t boring. Yes, your health IT buyers  are people too. They desperately want fun, creative, exciting, and inspirational content. When you deliver this content, when you tell relevant stories, you connect with your prospects. You create a bond. Prospects Like you.

Act III- Assure and Gain Trust - You can get prospects to Know you. You can tell relevant, inspiring stories to get prospects to Like you. But without Trust, they won’t take the final step to do business with you.

Recent surveys have revealed that B2B buyers, including health IT buyers, want to read reviews from clients that have used your products or services. Case studies, client success stories, and testimonials help assure prospects and build trust.The more social proof you can provide, the better.

Follow this three act process to clearly focus your content marketing on your Market. Use the right content to Educate, Inspire, and Assure your prospects throughout the Buying Journey. Your content builds Know, Like, and Trust with your prospects. This focus transforms strangers into profitable clients.

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photo credit: Richard.Asia via photopin cc

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