Health Technology, Digital Healthcare
Article | August 16, 2023
COVID-19 has sped up the adoption of healthcare technology solutions by healthcare providers. This has unexpectedly brought a peak in opportunity for health tech companies to achieve important business, demonstrating your innovations. However, it is very challenging and competitive as bigger health tech companies pivot and new health tech start-ups keep coming into the healthcare market. This also makes the healthcare technology market an increasingly competitive space.
Thus, all health tech companies need to depend more on effective health tech messaging for their business purpose and credibility. This will help them bring their targeted clients on board for the long-term.
Health tech Messaging Challenges Faced by Marketers
Nowadays, the process of marketing products online is a combat sport. With every passing year, it is becoming more challenging for health tech marketers to beat the algorithms, build the audience, and ultimately win the hearts of the customers through effective health tech messaging.
Digital health leaders are coming up with amazing technology innovations that can revolutionize the healthcare industry. Electronic medical records (EMR) software, medical billing software, medical practice management software, electronic claims software, medical database software, medical research software, medical diagnosis software, medical imaging software, telemedicine software, etc. are some of the examples of amazing technology innovations and latest healthcare technologies. But, things fall apart when it comes to marketing through effective health tech messaging. The following are some of the health tech messaging challenges faced by marketers.
• Communicating the purpose and value of your business and the products effectively to
clients
• Making the clients understand the credibility of the technology products and your business
• Product positioning
• Lack of clear healthcare marketing strategy
• Bad marketing advice
• Lack of effective and compelling marketing content
• Failing to understand the client/buyer persona
• Failing to understand the brand pillars,
• Ignorant of effective use of various messaging channels, and much more
Why Does Effective Health Tech Messaging Matter?
From the introduction part, you might have already understood the power of a good health tech messaging strategy. If you do not have a unified marketing strategy, you will end up merely alienating potential customers; they may end up in confusion about the purpose of your health tech brand. Moreover, without an effective health tech messaging strategy, you may become incoherent to your audience. But the real impact of a cohesive and good health tech messaging strategy will surely go beyond everything we have talked about already and empower your business in all aspects.
Different marketing materials, whether they are social media posts, emails, podcasts, videos, or something else, your health tech messaging strategy will guide you in determining what to focus on and what tone to be used. If you are planning a social media campaign or writing blogs and articles, you will know the attention-grabbing ways of speaking to your customers. This is possible only if you have a defined messaging strategy. Customer service teamwork also becomes more effective and easier, when you have a good health tech messaging strategy. Educating the customer is easier when you speak to them in a tone and language that you know they will understand. Doing it consistently makes you win the customer.
How Health Tech Messaging Can Work for Reaching Healthcare Decision Makers
It is not an easy task to engage healthcare decision-makers in hospitals, insurance providers, health systems, and private practices. These high-powered directors, managers, and executives are busier than ever. This makes the process of health tech marketing difficult. Apart from overwhelming job responsibilities, these healthcare professionals are also inundated with ads, emails, and phone calls. So rather than sending them messages randomly, it is important to help your prospects when they are free from their daily disruptions and have time.
Here, an effective health tech messaging strategy can help you reach out to decision makers easily. Health tech messaging strategy lays out various health tech marketing techniques, tricks, or tactics. These health tech messaging techniques or methodologies are helpful in the three stages of your health tech client journey: awareness, consideration, and decision making stages. Through all these stages of health tech massaging, you help or influence health tech decision makers to recognise they have a problem, consider a solution, and finally they take the decision to purchase your product.
4 Factors Influencing the Effectiveness of Health Tech Messaging
Performing your brand messaging haphazardly is not going to take you anywhere in reaching out to people, who need your products. Instead, you should slow down yourself a bit and build a compelling health tech messaging strategy. Test it, launch it, and learn from it.
If you are strategic, you are truly going to drive your mission despite the noise that is existing on the internet today. Here are four important factors that will help you make your health tech messaging strategy effective and compelling.
Understanding Your Targeted Audience
You have a better idea of who you are and what you offer. Now you need to know who your audience is, which is equally important in building health tech messaging strategy. Throughout the process of messaging, it is vital to keep your ideal buyer in mind. So, you will only create messages that will resonate with the needs, interests, motivations, and pain points of your potential clients. The things you want to know about your targeted clients are called buyer/client persona.
Buyer Persona
It is better to create a buyer persona that tells who your customer and what their goals are. Buyer persona also will help you align your brand with your customers. According to HubSpot, a buyer persona can be a semi-fictional representation of your potential customers based on real data and market research and about your current customers.
Knowing who your messages are aimed at is important in developing a successful health tech brand messaging strategy. Before you go any further, buyer persona makes you know:
• Who you are marketing to
• What they care about and value
• The sort of language they use and will respond to
• Geographical location
• Educational and income levels
• Psychographics and behavioral patterns, etc.
Focusing on Your Differentiating Factors from Competitors
To figure out your differentiating factors from the competitors is as important as you understand your place in the market. You will have to assess the differences and similarities between the products and services you offer and your competitors’ offerings. Also, compare the targeted audience of you and your competitors.
Understanding your competition, you face from the market, will get you a clear image of your brand and what health tech message you may have to send out to your targeted audience. Just remember that each of the health tech brands can have only one message; it needs to be unique. Due to the competition, messages can be too similar, but it should not make your customers get confused about your business.
Thus, communicating your uniqueness to your audience is a very important factor. In this regard, conducting some competitor analysis may help you a lot.
Making your Value Propositions Obvious
You can influence how people perceive your brand if you could successfully communicate the values of your business. Values are principles or mission that guide all actions of brands. Storytelling can be effectively used to illustrate the values of your brand. Success stories from Salesforce and Microsoft’s Story Labs are examples. These stories can be on things such as empowering small businesses or improving the world through technology. It creates loyalty when you make your clients feel they are part of something that is going to change the world for the better.
It is very helpful to start your health tech messaging process with your value prop because it is the core of what you do and who you are. Your value prop explains both the emotional and functional benefits your service or products provides. This means the value people get out of your products. Communicating the values of your company is considered strong health tech messaging only when it specifies how your brand is going to solve a problem and why should people choose your product.
Using Multiple Technology Channels for Brand Messaging
In general, digital health tech messaging has to be pinpointed. The spray and pray method will not work to bring in inbound leads. However, if you want to reach out to health tech audience with your health tech messaging, you should be there on all the channels they are on. Here are a few examples of channels, which can be used to reach out to people effectively with your health tech messaging process.
Digital Ads
If digital ads are used effectively for health tech messaging, you can reach out to your target audience easily. When digital ads are used correctly, you can pinpoint the audience through audience targeting and keywords. Moreover, through ad channels, you can reach out to people who otherwise would not have ever known about your products. However, if you are not using digital ads effectively, you will lose money without any results.
Social Media
Most people are active on some sort of social media channels. Many of these people use these channels either for networking or educating themselves in their field.
This is the reason why you should concentrate on social media platforms for effective health tech messaging in a way that encourages interaction and feedback. Along with establishing a strong relationship with your prospects, you can also use social media platforms to build brand awareness through health tech messaging process.
Emails
Emails are the fruitful medium for effective health tech messaging. You can build brand awareness through seeding emails regularly. It will work as a bookmark than a selling point. Potential clients will remember the good interaction you had with them through emails when they have a problem in the future.
Along with these channels, other channels such as videos, websites, blogs, articles, podcasts, etc. also can be used for effective health tech messaging. These multiple channels, where most of your potential clients are present, are selling points for your health tech products or helps in lead generation for healthcare technology products.
To sum up, what matters more in health tech messaging and marketing is projecting your values, differentiating factors, knowing A to Z about your targeted audience, and meeting them on the channel, where they are present. Your health tech brand message is something that makes you dwell in the minds of people. Thus, how you are perceived matters a lot. Start building your brand today by sending out effective health tech messages to your potential clients.
Frequently Asked Questions
How does health tech messaging help?
Heathtech messaging helps you to improve your business by making your potential clients understand what you are and what you do. Brand awareness of your products is done through effective health tech messaging.
What is the best health tech messaging method?
The best health tech messaging method is to project your business values in all the marketing campaigns you do. It should specify what your customers can expect from your products and services and what changes it will make in society.
How does technology help in healthcare?
Technology helps healthcare to avail all patients the best treatment available and make them satisfied and engaged. Also, technology helps healthcare industry to innovate treatments and revolutionize the entire practice in the healthcare sector.
Why is technology important in healthcare?
For achieving optimum patient satisfaction and engagement, technology is important in healthcare. Also, technology plays a role in improving the healthcare system and saving the lives of people.
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Health Technology, Digital Healthcare
Article | August 21, 2023
Creative thinking explores the wonder world of creation. Creative thinking edit challenges and insert solutions. Thinking is not narrow minded; it is a brood minded side effect. Are you standing still , holding the sign detour? Detour signal and message “ you cannot go pass here.” This message is like concrete to narrow minded thinking.Brood minded thinking says it is another way, I will find it , dismissing blind spots.. Napeleon Hill stressed the importance of ones’ thoughts in his Book Think and Grown Rich. Yes, the drum beat rymthe of the mind is thinking and manifesting an outcome. Napeleon Hill message is to sweep yourself to success, lean on the Bibical scripture” As you think so shall you be” As you think so shall you be amplfies the constant and significant need for growth and expanding. An interesting simple guarantee; a burning desire and an idea survives on the basis of thought, of will, of consistency and of determination. Contary to desire is force of giving up. The giving up force is similar to a ballon that’s blown up , being popped or untied , spilling and releasing out the air that blew it up. While the barriers of thought can spout limits; heels of success potential are unlimited.
Thinking holds and embrace hands with the imagination, knowledge, visions,dreams, goals, wisdom,implementing a plan and an understanding. Consideration must ahere to a pattern of habit conditioning to implement and discover the enlightment engraved in devolping and being mindful of ones’thoughts.
Goals- action based ( preferably written instuctions for best results) providing guidance for a desired outcome. The necleus for goals achievement is : confidence, commitment, clarity, creavity and consistency. Determination, desire and discipline are unstoppable buddies who see each other everyday.This is goal code.
Imagination- imagination confess it is a continious activity seeking expression and is a storage center with creative wonders and unlimited possibilities.
Dream- Dreams are a reflection of a desire begging to be recognize and fillful its purpose.
Knowledge- Learning acquired through process of exposure,training ,education , reading, research or experiment
Vision: reflection or an image created by words. Vision boards are useful and should be accompanied by words to assist in creating a vision. For instance, hearding the words pinkchair will flash an image of a pink chair to your thoughts of a pink chair.
Plan- Plan is a diligent fan of goals. Plan provides instructional and clarity on a proposal; action to be taken and potential of its being productive, profitable and feasible. A plan is mission related, written and allow simple,easy and effective and steps for implementing
What are the influencers and principles that are weaved into creavtive thinking?
Thinking habits- how you see,explain and intrepret
Environment- exposure ,travel, and surrounding
Adversity- solution and problem solving based
Altitude- level of understanding
Knowledge- Learning structure
Experience- practical knowledge gained
Personal Development- promotion of ones’ learning and a concentrated effort to be informed
Do not clog the drain. Thoughts are useful things. Thoughts can nudge you to be creative. Remember information is abundant and thoughts have power to create. “You can be what you want to be, do what you want to do, have what you want to have” Rev. Ike. This idea is associate with creative thinking. Creative thinking is an affirmation for success. It is also stated “ change your thoughts, change your life” Wayne Dyer Think, speak and affirm is a side effect lingering in creative thinking.Creative thinking is the drum beat of the mind. As it is said, Give the drummer some!”So I will so I can” is a mind with thoughts and thinking that erase impossibe.
Think About This- Be creative
Wear shoes that fit
Do not hurt your feet
With sores of regret
Wounds of doubt
And blisters of neglect
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Healthtech Security
Article | November 29, 2023
Health tech marketers tend to have a real bias problem. Everyone wants to believe that they have the best product available in the market, and are quite vocal about it on social platforms. But, are those the things your buyers want to know about your products?
The biggest mistake you can ever make in health tech marketing is leading it with a technology bias. It will immediately create a distance between your audience and you. If you are working in technology, you can easily assume that everyone knows what you are talking about all the time. You breathe and live your industry. And as the marketer of your company's products, it's your responsibility to go to prospects with your tech company’s message. In your personal life, too, you may talk to your friends and families about your work and realize they have no interest in what you say as they have no idea what you are talking about. That is because they are not immersed in your company or industry.
The same can happen in your health tech marketing process with your prospects and customers. Instead of focusing on their problems, if you lead with your technology solution and features of your products and company, you will lose them. It is vital to step back and see the bias you have in your company’s marketing initiatives.
How Technology Bias Affects Health Tech Marketing
The effects of technology bias in health tech marketing are strongest when the health tech marketer focuses more on technology, product, or company than the buyer's pain points. Customers do not want to know everything about your product. They probably want to know how your product can solve their issues. When approaching buyers with your product, this health tech marketing technology bias can have many adverse effects on the buying process.
Technology bias in health tech marketing will lead to failure to get the customers' trust. They feel you are just trying to sell your product by explaining your product's features rather than solving the customer's issues. Technology bias in health tech marketing also will result in a negative effect on brand performance. As a health tech marketer, you are wrong in assuming you can sell your products by boosting the company or products of the company. It will only result in losing the customer's trust if you are not considering the buyers' problems. If you are going on with the practice, it will eventually affect your brand's performance as buyers view you as not genuine.
This unfair practice of technology bias in health tech marketing will make you realize that you are losing the customers, even the existing ones. No buyer wants to hear more about the features or the technologies used in your products. They are focused on their issues and want to know how your product can solve those issues. Thus, as a health tech marketer, you may have to focus more on the customer pain points when approaching buyers; this will help you convert potential customers into clients.
How to Get Rid of Technology Bias and Improve Health Tech Sales
FPX Digital Transformation Study 2019 says that B2B companies have shifted their focus to customer experience from internal efficiency. Most of the respondents agree that they spend much of their digital transformation funds improving the customer experience.
An important way to implement a buyer-centric or customer-centric marketing approach is to remove bias about your product from your health tech marketing efforts. Mainly, this has to be removed from the messages you send out in the early stages of the buyer journey. However, making it practical is difficult as it is ingrained in how you write, speak, and present your company to external and internal audiences.
Here are some tips to get out of technology bias in health tech marketing and get closer to your customers.
Listen to Customers Clearly
Successful marketers excel not only in communicating but also in listening. It is impossible to create a message about your health tech product if you do not know what problem it can really solve. It will help if you take the time to know your prospects and customers. Do not let your mind wander thinking about which benefits and features you have to push in your health tech marketing. Remain fully present in video, phone, and in-person meetings. That will help you find they have different problems, and you can solve them differently.
When you give importance to listening, you will not waste time and effort solving a problem that you think exists. Instead, you will start developing buyer-centric health tech marketing messages that align with your business.
Don’t Assume Anything
You hate being in a room where people are talking about a subject you know nothing about. Your health tech buyers may have the same experience if you assume your customers know what you do and how they fit into your space.
That’s why it’s essential not to take a “features-first” approach in your marketing interactions. You understand your product's ins and outs, but your prospects don’t and are likely not ready for that. As an effective health tech marketing technique, before you assume anything, give them the complete picture of who you are.
Simplify the Message
A product-driven language full of jargon will make your brand unapproachable for your audience. You can apply the old phrase here, “keep it simple stupid.” You have to position your technology as sophisticated and robust, not convoluted and tricky, through an effective health tech marketing process.
Your health tech marketing content should make sense to people both outside and inside your industry and company. Visitors of your website should not go for additional research to understand what you do precisely. It should be clear from your content. Thus, simplifying your content is essential.
Make Your Customer the Hero
The hero of your health tech marketing story is not you but your customer. After all, your customers in your industry work hard to deliver better service and results to their customers.
Your messages should position you as a mentor for your customers that provides technology support in the job of your customers to drive success. The “customer hero” approach should have a fundamental change in how you speak to your customers. The approach is not fully taken hold in the B2B health tech marketing space so far.
Share Real World Stories
One of the most practical ways to eliminate technology bias from your health tech marketing is to talk more about your customers and less about your products and company. You have to show you have the purpose of bringing in a fundamental change in your industry that enhances the day-to-day business lives of people and not just sell great technology.
Testimonials and customer case studies help a lot in shaping your brand story. Using them, narratives can be created about your customers' journey after and before using your technology. Rather than detailing the benefits and features of technology, narratives highlight the platform's tangible business value for real people in businesses.
Final Word
Technology brings a change in companies, and most people do not accept changes so quickly. It is because the change pushes people to do things differently by moving beyond their comfort zones.
As part of health tech marketing, your job is not to make this change terrifying, but compelling for your buyers. This will happen only when you take your technology out of your head and start focusing on your clients' requirements, problems they face, and what exactly they need from you. It will then surely make you put your product and technology bias aside. And you will be capable of effectively executing your health tech marketing initiatives.
Frequently Asked Questions
How does health tech marketing become effective?
Effective health tech marketing is essential to reach out to potential clients and grab their attention. Health tech marketing becomes effective only when the marketer focuses on the requirements of the clients rather than on the features of the product or company.
What is technology bias in marketing?
Technology bias in marketing is focusing much on your product or technology when you market a technology product to your prospects. Getting rid of this bias will make you attract more clients and successful in your marketing.
How to get rid of technology bias in health tech marketing?
Technology bias in your health tech marketing makes the customers put a distance from you. The best way to get rid of it is to make the customer the hero of your marketing messages by focusing on their issues.
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Future of Healthcare
Article | December 8, 2020
Let’s face it. It’s been one tough year with too many of us sitting idle and indulging in calorie-laden foods for way too long as the coronavirus pandemic continues to sweep the globe. For all too many, sheltering in place has prompted unwelcome weight gain—a troublesome truth as we head into the holiday season where gluttony oft reigns supreme.
That said, many individuals did have foresight and motivation back in March and the months that followed, wisely leveraging that extreme downtime to “diet for dollars” with HealthyWage—a pioneer of money-driven weight loss contests and challenges for individuals, teams and business groups. In fact, those who started a 6-month HealthyWager challenge during the pandemic (late March through May) broke company records, spurring a dramatic increase in pound shedding success rates—and in-kind cash payouts—against the norm. So motivated became America to drop, or avoid, the so-called ‘quarantine 15’ and score some cold hard cash in the process, HealthyWage reports that this past May it logged a substantial year-over-year increase in challenge participants at large. This is not surprising given Google search trends indicates the portion of people searching for weight loss hit a 5-year high in May of 2020—a level even exceeding the quintessential New Year’s diet resolution season.
Beyond the fact that people who started weight loss wagers during the pandemic achieved much greater success as compared to participant results the prior year, and earning hundreds and even thousands of dollars for their efforts, it is women and individuals under 30 years of age primarily accounting for the sustained increases. For example, among the litany of pandemic era success stories, Lisa S. won over $1,900 for losing 50 pounds in 6 months while Hayden T. won over $1,200 for losing over 62 pounds in 6 months—both during the COVID-19 pandemic.
As the coronavirus rages on well into the fourth quarter, we collectively find ourselves again having to shelter-in-place. Those trying to reconcile how they will survive this next round of being home bound, and the holiday season at large, with mitigated waistline and budgetary wreckage—and who are even planning their New Year resolution approach just beyond—would be wise to consider the gamified dieting approach. “Loss Aversion is a powerful dynamic and the reality of having ‘skin in the game’ can propel the results of a gamified weight loss initiative,” notes HealthyWage co-founder David Roddenberry.
The efficacy of diet gamification is well-proven. For one, according to study findings published by JAMA Internal Medicine, behavioral economics-based gamification led to “significantly” increased physical activity among overweight and obese Americans. In this particular study, pairing a step tracking device with social incentives led to sustained, long-term behavior change—prompting participants to take more steps then with a step tracking device, alone. While the report explains that “gamification interventions significantly increased physical activity during the 24-week intervention,” with competition being the “most effective.”
That’s something HealthyWage has seen play out since launching its weight-loss gamification platform in 2009. HealthyWage is, in fact, founded on earlier substantive research and "double-incentivization" methodology that proves competition and rewards—especially the cash variety—can as much as triple the effectiveness of weight loss programs.
“A key element for the success of a gamification program is giving participants something to lose if they fail to meet their goal—whether tangible or intangible,” notes Roddenberry. “In this particular study, it was just points at stake but even this effected behavior change. There are actually throngs of studies demonstrated that the threat of losing something of value is much more effective than the opportunity to win something of equal value. That’s precisely why we advocate that program participants ‘pay to play’ and make an investment out of their own pocket in order to win rewards—in our case large cash prizes—for losing weight and getting more active in the program.”
A few other notable HealthyWager success stories (both female and male) are case-in-point. These include Jean N. who lost 71 lbs. and won $3,357.99 for her efforts, and Jeremy M. who also lost 71 lbs. and won $1,886.32 for his own slimdown success. From its website, HealthyWage.com shares yet more inspirational success stories of both women and men who gained financially for their pound-shedding achievements using the company’s unique gamification approach. This includes Kristin W. who lost a staggering 114 pounds and won $4,000 for her efforts, Anastasia W. who lost 41 pounds and won a whopping $10,000 in kind, and Blake S. who lost an impressive 151 pounds and won $4,670 for his own slimdown success. Figures that are tasty, indeed.
These and other such HealthyWage payouts are proof positive. For their weight-loss achievements that collectively exceeds an astounding 1,050,000 pounds for this year, alone—269 of which losing in excess of 100 pounds (and nearly 7.5 million pounds lost since the company’s launch), HealthyWage has reportedly paid more than xx30,000 dieters over $13 million cash in 2020, specifically, and over $55 million cash since its inception in 2009.
HealthyWage programs apply these principles:
HealthyWager Challenge: participants commit to a weight loss goal and an upfront financial payment and get their money back plus a financial return if they accomplish their weight loss goal. The average participant loses 40.7 pounds and gets paid $1,245.
HealthyWage Step Challenge: participants commit money and agree to increase their steps by 25% over 60-days. If they achieve their goal they get their money back plus the money from those who don't hit their goal.
Upholding the new findings while also further validating HealthyWage’s well-honed approach, an additional study published in the journal Social Science and Medicine continue to prove that money is an effective motivator to “increase both the magnitude and duration of weight loss.” The same hold true in business for staff wellness initiatives. Results from one study published in the Annals of Internal Medicine indicated that “Loss Incentive’ Motivates Employees to Take More Steps ,” finding that financial incentives framed as a loss were most effective for achieving physical activity goals.
As a prolific corporate and group wellness purveyor, since 2009 HealthyWage has worked with an array of hi-caliber participants on workplace and staff wellness initiatives, including Halliburton, ConocoPhillips and more than 25% of the largest school districts in the country. HealthyWage has, in fact, formally created competitive, money-motivated programs for more than 1000 Fortune 500 and other public and private companies, hospitals, health systems, insurers, school systems, municipal governments and other organizations throughout the U.S., and their program has been more informally run at more than 7,000 companies and organizations seeking to bolster staff health and well-being, and boost bottom lines in kind.
“Throngs of studies reiterate the importance of the 'stick' in the design of a wellness incentive program, whether for individuals at home or for employee groups,” Roddenberry says. “Many studies have demonstrated that the threat of losing something of value is much more effective than the opportunity to win something of equal value. That’s precisely why we advocate that program participants ‘pay to play’ and make an investment out of their own pocket in order to win rewards—in our case large cash prizes—for losing weight and getting more active in the program.”
Studies do consistently show that monetary incentives serve to enhance the effectiveness of, and duly complement, weight-loss programs of any and all sorts, especially when paid out quickly like HealthyWage’s various programs. For its part, HealthyWage reports that the average participant more than doubles their investment if they are successful at achieving their goal. The financial upside potential is impressive.
So, if this is the season when you would like to not only resolve to lose those extra lbs. but also actually achieve that worthy goal, consider a cash-fueled approach. It just might give you that extra dose of motivation that’ll truly help you stay the course, shed weight and make some extra money in the process. There’s no better time than right now to bank on yourself.
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