Embrace The Process- Why mHealth Firms Should Go Agile

Most mHealth firms have a marketing problem.

They have innovative products and technology solutions, yet they’re unable to effectively tell their story in a way that drives sales.

While creativity and innovation also plays a role in marketing, often times the real marketing gains and progress happen at the margin.

Marketing is much more process-driven than creative.

“If you‘ve got a problem, make it a procedure and it won’t be a problem anymore.” –Ben Feldman

Ben Feldman was one of the most successful life insurance sales executives of all time. Ben had no problem driving sales. Ben followed a process.

What Is Lean and Agile mHealth Marketing?

Lean and agile marketing is a commitment, a process to constant improvement in both efficiency and effectiveness. Traditional marketing practices- trade shows, advertising, direct mail- are inherently inefficient and ineffective. They are more single project, one shot and done, approaches rather than following a procedure or a marketing process.

“Lean processes involve continuous improvement over time, or “kaizen,” which helps an operation perform more efficiently and instills a sense of ownership by all stakeholders.”

Going Lean and Agile

As the Hubspot article referenced about states, most mHealth firms, like most businesses, have the tools and strategies to use an agile approach to marketing. What’s lacking is the discipline to follow a process to launch their product or service into the market, and also follow a process to identify and address problems as they develop.

Agile marketing requires a commitment to improvement. It demands a belief in the process. It involves a the key stakeholders so everyone knows what’s needed to improve both the efficiency and effectiveness of the marketing efforts.

The Agile Marketing Payoff

Key Performance Indicators establish the data standards. Marketing activity throughout the process is measured against the established KPIs to identify areas of improvement based on data rather than intuition. Likewise, the KPIs reinforce those areas where the marketing process is working.

Rather than the tactical shot-gun approach used in traditional marketing methods, agile is a strategic disciplined way to operate your marketing each and every day.

In the end, the focus on continuous improvement and a commitment to a process designed to deliver increased marketing efficiency and effectiveness leads to increased leads, sales, revenues, and profits for the firm.

So, if your mHealth firm has a marketing problem, make your marketing a process so it’s no longer a problem.