Healthcare IT Marketing: What's Your Big Idea?
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.

“You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” – David Ogilvy, Ogilvy On Advertising 

To launch your healthcare IT business to success, it doesn’t matter if you’re a one person startup to a leader of a division of a Fortune 100 corporation, you must have a BIG IDEA. A Big Idea for a product or service is a must. Your marketing must also be a BIG IDEA. 

How Do You Know if Your Healthcare IT Solution Is a Big Idea?

Ask yourself the following questions to test if your Big Idea really is a Big Deal. A Big Idea has the potential to build a long-term sustainable business around it… if you make the right moves in the initial stages of your business.

1. Did it make me gasp when I first saw it? 
2. Do I wish I had thought of it 10 years earlier? 
3. Is it unique? 
4. Does it fit the business and marketing strategy to perfection? 
5. Could it be used for 30 years? 

Next is to get market clarity around the Big Idea.

Market clarity begins with honing in on your target market, your likely buyers. It’s finding out exactly what your market wants, and will buy. In healthcare IT today, much marketing is focused upon what buyers need. Healthcare IT vendors make an incorrect marketing strategy move to position their service based upon need. People don’t buy what they need; they buy what they want… even at the Business Enterprise level.

Interestingly, people don’t know what they want. You must conduct Build-Test-Learn iterations of your product or service to truly achieve market clarity. In addition to discovering the product or service your buyers really want, your core , memorable marketing message will also emerge… if you’re listening and paying attention to what your buyers are saying and doing.

Finally, armed with successful product tests and a core marketing message that positions you to tell your story in the marketplace, you have proof that your Big Idea is valid.

Do you have a Big Healthcare IT Idea?

To find out, you must have the positioning and initial branding to get in the door to “test” your Big Idea with real, legitimate healthcare organizations. Without this foot in the door and proof from testing, getting traction on any of your marketing is going to be a tough task.

If you have a Big Healthcare IT Idea and need help opening those doors with up-front brand development and positioning, I invite you to schedule a Free Digital Health Marketing Consultantion


photo credit: Tiago Daniel via photopin cc

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