10 MUST-HAVE MARKETING TECHNOLOGY STACK FOR YOUR B2B TECH

Health Technology, Digital Healthcare

Article | September 8, 2023

It is not an easy task to engage 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. Inbound marketing, a new form of marketing, lays out various effective healthcare marketing techniques, tricks, or tactics. These health tech marketing techniques or methodologies are helpful in the three stages of your health tech client journey: Awareness Stage: This is the stage where they do not know they have a problem, but you make them aware of the fact that they have a problem. Consideration Stage: In this stage, they are aware that they have a problem and consider finding a solution from you or your competitor. Decision Stage: This is the final stage, where prospects make a decision. Here are some effective health tech marketing techniques to engage new health tech marketing prospects online all through these stages. Offer Entertaining and Informative Blog Content Content is king. Roper Public Affairs, in their research report, say that around 80% of B2B decision-makers prefer to gather information from articles and blogs over ads. According to the research done by HubSpot, companies that publish blogs frequently get 4.5x more leads. Engage your health tech prospects with regular content that can address their interests and the problems they face. However, it is a mistake to focus only on your health tech company’s benefits, features, or sales pitches in your blogs. This may make your prospects think you are just after their money. One of the best health tech marketing techniques to engage your prospects online is to provide answers to the challenges they face. You can even ask and encourage your clients to contribute success stories or guest posts. These posts will have more value and the chances of them being shared are high. It is also better to create a strategy to make sure the health tech marketing content you make is valuable and relevant to your potential clients. Encourage Social Media Feedback and Blog Comments Providing great and prospect oriented health tech marketing content is just the beginning. You can solicit reactions from your audience. Asking questions at the end of blogs and social media health tech messages is a great way to collect reactions from the audience. It is good to thank them for responding when they leave a comment. Also, give them a comprehensive answer. This will help build your credibility and make the clients come back. Sometimes, you may get spam comments, which are not connected to your post. Weed them out to make all comments relevant to the post. This health tech marketing technique will make your potential clients stay engaged in what you post online. Host Google Hangouts or Webinars People love being visually engaged. So, webinars or Google Hangouts are powerful tools that allow real-time interaction with your customers. This helps you to establish a personal connection with your potential clients through video or audio. Various visual aspects, including slides, graphics, and live videos, make it easier for you to share your content with customers. Being an interactive health tech marketing technique, at the end of webinar sessions or Google hangout, you can have a Q and A session to clarify any questions from the clients. Compared to merely writing blog posts and articles, this, as a two-way dialogue, and will help you a lot in building a strong relationship with your clients. Create a Group or Community One of the best health tech marketing techniques to engage new customers is to interact in online forums and communities. Your buyers can get added to your members-only group automatically and then these members can socialize with each other and discuss healthcare technology. These forums can be used to share content that is not available to the public. To the members, you can also offer various discounts and special pricing. Your customers, being part of such a group, will feel special and increase the possibility of a repeat purchase. Co-Create with Existing Customers If you are planning to write an e-book, improve your website, or launch a new product, involve your existing customers by getting suggestions from them. For fostering loyalty, depending on the situation, it is very effective to make your customers involved in major decision-making processes. They will feel proud that they participated, at the end of the process. This health tech marketing technique may even allow you to hold a contest to select an idea from your customers for your next design and offer rewards for the one which is selected. Rewards can be a special mention on your website, a discount, or a freebie. Celebrate Together! Another great health-tech marketing technique to build stronger relationships with your customers is to celebrate milestones with them. Any achievement, small or big, can be a milestone. Even, achieving an award for attaining a certain number of followers can be a milestone. Sharing such moments of success with your customers and social media followers may make them feel like they are part of your business and success. It is also a good idea to give them a discount offer. Also, recognizing the success of your clients and featuring them will establish a good relationship with customers. Monitor Social Media The best place to engage your clients in conversations about your products and industry is social media. Selecting a topic that is trending in your industry may be a hot cake for you to have the conversation on your social media platforms. Tracking trending topics related to your industry will always give you an insight for your next blog post and social media posts. By sharing, liking, and providing answers you can also take part in conversations. This will make you an authority and customers will feel good about your credibility. As a health tech marketing technique, monitoring social media will make you gain the trust of the customers and build your brand gradually but successfully. Build a List of Leads and Nurture them Email marketing, as a health tech marketing technique, is a very effective strategy to nurture B2B customer relationships. According to HubSpot, for business communication, 86% of people prefer emails. You will be in the minds of potential customers through your value-packed and attractive emails. They will remember you when they identify a requirement. Through your emails, you can update and educate your potential customers about relevant topics and trends related to the health tech industry. A newsletter in a week will be fair enough to keep them engaged and updated about your brand and industry. Summing up The key to generating more qualified leads and increasing your brand recognition is engaging new prospects tough new and innovative health tech marketing techniques. This will make your sales team’s job easier; they can convert these leads into customers. The above-listed health tech marketing techniques to engage with your prospects can be effectively used with your well-crafted Inbound marketing strategy. Doing all of these alone can be very challenging. We, at Media7, partner with healthcare technology companies and healthcare tech marketers to offer support, strategy, and extending help to implement these activities. Through the collaboration, we help health tech companies to attract more visitors to their websites, generate leads, convert, and make them your happy customers. For more details of our services, visit our website: https://media7.com/ Frequently Asked Questions What is a health tech marketing strategy? Health tech marketing strategy is a part of an inbound marketing process for marketing healthcare tech products. It uses resources that can trace various opportunities through lead generation and branding, and overcome threats of healthcare businesses, which is highly competitive. What is the best health tech marketing technique? The best health tech marketing technique is to generate leads through various content forms. Health tech Content marketing helps create awareness about the product and attract clients to it. Different forms of content can include blogs, articles, press releases, newsletters, and much more. Where to start when creating your healthcare marketing strategy The best way to start when creating your healthcare marketing strategy is to set your goals. This is because the success of your healthcare marketing strategy depends upon the goal you set for yourself when you start the business and the marketing for it.

Health Technology, AI

Article | July 18, 2023

It’s no secret now that healthcare is an in-demand field. Today, business leaders need modern and intelligent decision-making solutions for their customers and clients. They must also focus on the right investment areas and learn the tricks for investing, spending, and setting goals for revenue generation to accelerate business. With continuous developments in the healthcare sector, integrating AI into processes can help increase ROI. Therefore, if you, like any other business leader, are looking for solutions to empower your services and products in the healthcare domain, this article will help you through AI’s ultimate use cases and churn out a higher ROI. What’s with AI in Healthcare at Present? AI’s role in healthcare is evolving and enhancing traditional business operations, particularly marketing. According to a study by IBM, 71% of customers expect real-time communication. Thus, global demand is fueling the rising adoption of AI marketing solutions. The effects of AI in healthcare are evident. Gartner reports increased marketing efficiency and effectiveness (86%), improved decision-making (71%), better data analysis and new insights (79%). Global AI spending will rise from $450 million in 2019 to over $28 billion by 2024 is not surprising. Similar and further studies are ongoing on various use cases of AI in healthcare at scale. What are the efficient use cases of AI that will help healthcare businesses boost their ROI? Let’s find out. How is AI Applied in Healthcare? The promising applications of AI in healthcare to improve outcomes are very intriguing. While there is still much to achieve in the AI-dependent healthcare business, there is sufficient potential that tech companies are willing to invest in AI-powered tools and solutions. Let’s examine the potential examples of AI in healthcare to prepare and support business strategies accordingly and foster higher ROI generation. Predictive Analytics AI-based predictive analytics impacts a business by automating administrative tasks, predicting sales outcomes for a year, customers’ behavior and making strategies accordingly. According to a Forbes study, AI-based predictive analytics can save businesses $18 billion in tasks, expenses, and pricing. To understand this, one example of using AI to automate admin tasks is a collaboration between the Cleveland Clinic and IBM. Cleveland Clinic uses IBM’s Watson to mine big data and provides personalized services for customers and clients on marketing deeds. Some of the practical applications of AI and predictive analytics in healthcare are: Monitoring market trends to maximize marketing efforts Organizing datasets Creating marketing campaigns tailored to each demographic-based client Mining collective data for future decision-making Fraud Prevention AmerisourceBergen Corp detects fraud and misleading business operations through AI. A sales account team conducts audits with AI to detect usual lea and queries to prevent hefty expenses for businesses. The example explains that implementing AI in your process will help detect any significant fraud attempts inside your business operation. This will help your business save huge expenditures. Boost Sales By putting down false leads, AI helps in maximizing sales numbers, resulting in significant ROI generation. For example, AI transforms data into personalized data, which reduces the cost of operations. Chatbots Most healthcare businesses leverage chatbots on their websites to engage more and more customers and boost engagement. In this way, businesses tend to gain multiple leads and convert them into clients by providing the best marketing solutions. Chatbots are fruitful for AI start-ups in healthcare—small businesses can deploy AI to their websites. By doing so, they can save millions in administrative costs and attract numerous leads. The most prominent examples of AI in healthcare hail from giant tech titans such as IBM, Amazon, and Microsoft. They are assisting healthcare providers with AI to create and deploy digital-human employees. Segmentation of Marketing Targets Is your target audience not responding to your marketing campaigns (for example, by not clicking a link, subscribing or unsubscribing to a newsletter, or not registering for a medical event)? If that's the case, how should you go ahead? Using AI-based tools allows your marketing to easily identify target behaviors and reactions based on the type of marketing actions to be carried out. Analyzing these actions can help segment targets based on your company's marketing objectives. The most significant development took place in April 2022, when Amazon Alexa became fully HIPAA compliant. It works with health developers and service providers that manage protected information for customers. AI Leads to Data Modernization It’s all about the data—not any data! There’s a precise association between AI and data management, resulting in data modernization. According to a Cognizant research study, healthcare leaders have made significant progress in modernizing their data. In contrast, most upcoming businesses are expecting to do so by 2024. The maximum acceleration of AI in modernizing data will be seen in the manufacturing and marketing of healthcare products and services, respectively. It is because AI helps to churn data easily. The accessibility of data, in particular, becomes simpler with automation than doing it manually, which generates a massive amount of data. Such effects of AI in healthcare can be one of the prime reasons for the higher ROI of your business in the future. “There has never been a greater need for skilled analytic talent in health care. Because AI is becoming more strategic, organizations must ensure access to this skill set, either by growing their analytic teams or seeking out experienced partners." Steve Griffiths, CEO of Optum Enterprise Analytics AI Expenditure is on the Rise McKinsey says that by 2025, the use of AI in healthcare will be widespread, resulting in significant expenditure by global healthcare leaders. AI is a significant concern for healthcare decision-makers, investors, and innovators as customers extensively engage and react to AI-powered services and solutions. AI is constantly bringing improvements to almost all processes, including cost savings, management of services and products, and monitoring of multiple operations. Even small businesses in the healthcare industry are proactively investing in AI applications to match steps with the current wave of innovation in healthcare services. Accelerate ROI Using AI AI in healthcare is becoming one of the prime responsible technologies for accelerating ROI. Technology can eradicate multiple business growth challenges. Let’s find out how. Enhanced Performance As previously stated, use cases of AI in healthcare can relieve stress on employees. This would allow them to devote their time to more value-added marketing activities to churn more ROI. Emphasize Cost-Effectiveness Most of the businesses associated with healthcare are concerned about the costs involved. With AI, they now develop policies to spend less on non-essential activities and necessitate profit-oriented actions. "We believe in the potential of AI to deliver insights and operational efficiencies that unlock better health-care performance." Robert Musslewhite, CEO at OptumInsight Frequently Asked Questions How is AI used in healthcare? AI in healthcare automates and predicts processes by analyzing data throughout. It is used to predict potential customers, improve business management workflows, and manufacture medical products. How does AI drive growth in the healthcare industry? AI drives business growth by improving the ability to understand better day-to-day customer patterns and needs based on services and products. How is AI changing the Healthcare industry? AI applications in healthcare have demonstrated their potential to improve analytics and data management and assist service providers in making timely medical decisions.

Health Technology, Digital Healthcare

Article | August 21, 2023

Discover the potential of EHR implementation in revolutionizing clinical processes. Uncover strategies for addressing EHR ethical issues, ensuring integration that prioritizes patient-centered care. Amidst the fusion of healthcare and technology, integrating electronic health records (EHRs) has emerged as a transformative element in modern medical practice. As a digital repository for a patient's medical journey, EHRs present unprecedented prospects for elevated care quality, improved data accessibility, and cost-effectiveness. Nevertheless, these advancements bring forth an array of EHR ethical issues that demand meticulous attention. In this context, establishing and adhering to the best practices for the ethical training of EHRs assumes paramount importance and a moral obligation. By skillfully navigating the intricate convergence of technology, patient confidentiality, and conscientious healthcare, these ethical EHR best practices illuminate the path toward a future where innovation and ethical principles harmoniously coexist. 1. Upholding Privacy and Confidentiality Revealing a patient's information to external parties should strictly happen with the patient's explicit consent or within the parameters defined by legal regulations. Data stemming from clinical interactions is confidential and requires rigorous protection. The effective operation of EHRs requires authorized access by healthcare institutions, insurers, and related entities. Access by users is contingent upon predefined role-based privileges. The administrator identifies users, specifies the extent of information accessibility, and allocates exclusive usernames and passwords. Users must be conscientious about responsibly utilizing the information they access within their designated roles. Therefore, assigning user privileges plays a pivotal role in securing medical records. However, while regulating data access remains crucial, it doesn’t completely ensure confidentiality. Strengthening security through comprehensive privacy and security protocols remains essential for reinforcing patient data's inviolabilit. 2. Safeguarding Against Data Breaches Ensuring patient privacy and safeguarding sensitive medical data is paramount in EHR ethical training. The imperatives of inadequate data security, encompassing compromised medical information, unauthorized access due to weak password safeguards, and the lack of encryption, accentuate the immediate need for a holistic approach. Employing strategies such as secure cloud storage, robust password protocols, two-factor authentication, and encryption is pivotal in enhancing data security, preventing the mishandling of patient records, and abiding by ethical standards. The potential legal and financial consequences of breaches underscore the criticality of these practices in maintaining patient trust and confidentiality within the digital healthcare domain. 3. EHR System Implementation The integration of EHRs within healthcare organizations poses significant challenges, including resource waste, provider dissatisfaction, diminished patient trust, and potential safety risks. Successful EHR development, implementation, and upkeep demand substantial investment and collaboration among stakeholders, including clinicians, IT experts, educators, and consultants. Clinicians' active engagement is often underestimated, leading to the failure of EHR projects; therefore, clinician-led guidance is crucial in tasks such as EHR selection, workflow design, and quality improvement. Thoroughly mapping workflows before selecting an EHR is crucial, while maintaining user-friendly interfaces remains essential for success. Neglecting these aspects can reduce efficiency, compromise care, and increase safety threats. By prioritizing comprehensive planning, engaging clinicians, and optimizing user interfaces, healthcare institutions can ensure ethical and efficient EHR integration, ultimately enhancing patient care and safety. 4. Maintaining Data Accuracy Upholding data accuracy stands as a fundamental principle in the ethical EHR domain. The integrity of information guarantees its unaltered and precise nature, contributing significantly to the enhancement of patient safety, reduction of healthcare errors, mitigation of health disparities, and betterment of public health. Nevertheless, concerns have been voiced regarding the reliability of data input into electronic records. The improper utilization of functionalities such as 'cut and paste' can lead to misleading portrayals of a patient's condition and treatment, breaching ethical standards. This practice poses elevated risks to patients and increases the liability of clinicians and institutions. Challenges also arise from drop-down menus that limit a clinician's choices, potentially giving rise to substantial errors, especially under time constraints. The collaborative efforts of clinicians and vendors can address software concerns, promoting user-friendly, reliable EHRs while tackling EHR ethical issues. Furthermore, data loss during transfers raises pertinent concerns about the accuracy of the database, a critical aspect as patient care decisions hinge on this data. 5. Guaranteeing Data Authenticity The assurance of documentation integrity pertains to the accurate and precise nature of the comprehensive health record. This includes principles of information governance, identifying patients, validating authorship, handling amendments and corrections in records, and auditing documentation validity while submitting reimbursement claims. EHR tools offer flexible documentation options through the utilization of templates and smart phrases, assisting in precise record-keeping. However, if these tools are misused, doubts about data integrity can arise, making information unreliable and possibly raising concerns about fraudulent activity. Established policies and procedures, including audit functions, must be in place to ensure proper billing. With adequate safeguards, records may accurately represent the patient's condition at admission and over time. Providers must understand the importance of reviewing and refining default data to ensure that only patient-specific information for that visit is recorded. In contrast, irrelevant data from default templates is removed. 6. Validating Dictation to Prevent Errors Voice recognition systems lacking a validation step pose considerable challenges in maintaining data accuracy and preventing documentation errors within organizations, particularly when it comes to ethical issues with electronic health records. EHR companies need to implement a protocol requiring providers to promptly assess, modify, and validate dictated information. Given these documents' frequent use and sharing, precise and high-quality documentation in EHR systems is of utmost significance. The adoption of EHRs has led to substantial shifts in provider workflows and documentation processes. However, providers still need to clearly outline or fully understand comprehensive best practices for maintaining high-quality documentation in EHRs. Advancements are necessary to enhance documentation tools and methods, with a renewed emphasis on the essential aspects of data accuracy and quality. This should precede the widespread implementation of interoperable health information exchange initiatives. 7. Ensuring Accurate Documentation Maintaining the integrity of documentation is compromised when incorrect information finds its way onto the wrong patient's health record. Patient identification errors can influence clinical decisions, endanger patient safety, violate privacy and security, and lead to redundant testing and escalated expenses for patients as well as providers. The propagation of patient identification mistakes can rapidly expand within EHR, personal health records, and Health Information Exchange (HIE) networks as information disseminates. Failing to implement advanced front-end solutions that incorporate robust matching algorithms or innovative techniques like biometrics or fingerprinting can expose organizations to risk. EHRs can incorporate targeted alerts to anticipate safety problems, like blood type inconsistencies or allergies, during treatment, addressing EHR issues. Organizations must institute a patient identity integrity program, integrating performance improvement metrics to monitor error rates and duplicate records in their electronic master patient index. Policies and procedures must ensure the accuracy of critical demographic data, facilitating the linkage of records within and across systems. Addressing the initial point of data capture as a primary front-end verification is also vital within policies. 8. Preserving the Authenticity of Audit Trails Effective audits are crucial to ensuring that the health record documentation aligns with the reported level of service, fulfills reimbursement requirements set by payers, and guarantees that only authorized personnel access patient medical records and make entries. The audit trail must encompass the user's name, the triggering application, workstation details, the specific document, a description of the audited event (such as amendments, corrections, or deletions), and the timestamp. This audit trail outlines modifications (including deletions) within the health record and provides auditors with a foundation for compliance audits. Inadequate audit trail functionality within EHRs raises concerns about the integrity of health record documentation, potentially exposing organizations to legal liabilities and inadvertently fostering or shielding criminal activities. It may become challenging to ascertain if corrections or amendments were executed, who authorized the changes, or the nature of the modifications. In addition to the inherent unintentional errors that documentation might encounter, audit trail functionality can aid in detecting instances where records are altered to obstruct the disclosure of detrimental information. Organizations can utilize EHR trends to leverage audit trail features for identifying and analyzing patterns in health record usage. Typically, users can generate reports over specific time frames categorized by provider or provider type, with results directed to a compliance committee or the organization's governing body. 9. Fostering Compliance Awareness Enhancing ethical EHR training involves a strategic focus on ensuring providers are well-versed in compliance and legal risks, starting from the EHR training phase. To address EHR problems, organizations should implement educational initiatives aimed at mitigating compliance issues. Staff education must emphasize the integrity of health record documentation, with a continuous program monitored and provided quarterly or annually. Addressing the 'who, what, why, and how' ensures a solid grasp of organizational practices that uphold individual best practices, encompassing identifying potential fraud, universal and administrative security measures, data validity, authorship, continual education's significance, and strategies for daily fraud prevention. 10. Conducting Feedback Sessions Contrary to common assumptions, ongoing training is essential post-EHR implementation. After installing the EHR and initiating patient interactions, challenges inevitably emerge—be it staff unfamiliarity with functions or the need to revamp workflow processes. Promptly identifying these concerns to prevent errors and swiftly resolving them involves collecting feedback from EHR users among the staff, particularly in relation to EHR ethical issues. During the weeks after the system's launch, contemplate arranging routine meetings to gather insights. Ensuring diverse representation, including clinical staff, physicians, administrators, billing, and front desk personnel, is crucial. Seek input on their adaptation to changes and areas requiring improvement. Determine if specific training concepts need reinforcement. Surveys can be used in place of frequent meetings. Subsequently, prioritizing problem areas aids focused resolution by promptly addressing critical matters. The introduction of incremental changes helps staff adapt to the EHR seamlessly, safeguarding patient care continuity during the transition. The Path Ahead Following these ethical EHR training best practices ensures the accuracy and reliability of patient data, leading to improved clinical decision-making and patient safety. By maintaining documentation integrity, professionals can confidently provide quality care and reduce the risk of errors. Ethical EHR training further strengthens compliance with legal regulations, safeguarding both the organization as well as the healthcare provider from potential legal liabilities. Moreover, adhering to best practices promotes efficient workflows, enhancing productivity, and streamlining operations. Patient trust and confidence are strengthened as professionals demonstrate their commitment to data security, confidentiality, and ethical conduct. Ultimately, by upholding ethical EHR training standards, professionals contribute to a robust healthcare system by fostering positive patient outcomes, maintaining trust, and supporting the principles of ethical healthcare delivery.

Article | October 26, 2020

Do you have a difficult time explaining your mental health issues to your family and friends? If so, here are six suggestions on how to discuss your mental health issues with your friends and relatives. 1. Talk to a counselor: The most important thing that you need to do is to talk to a counselor about your mental health problems. Seeking professional help will go a long way in overcoming your current issues. In addition, a counselor will be able to give you additional advice on how to deal with your friends and family members. 2. Don’t argue with others: It is important that you do not get into arguments with those who are giving you a hard time. Your number one priority is getting your life back on track. Your health is more important than what other people may think. 3. Watch who you hang out with: It is important to surround yourself with positive people. Try to keep your distance from those people who are giving you a difficult time. Remember that your goal is to remain positive and hopeful. Do not let the negative people in your life bring you down. 4. You are not alone: It can be very frustrating to deal with your mental health issues when your friends and relatives are on your case. Remember, you are not alone. There are millions of people around the world who struggle with their fears, anxieties, and depression. The key is to find those people who can relate to you. 5. Stand your ground: It is important to stand your ground when dealing with family members and friends who are giving you a hard time. Explain your situation and your feelings to the people in your life, however don’t let them hassle you. Your number one priority is to get better and not to please everyone that you know. 6. Join a support group: There are many mental health support groups in your area that can help you. Many hospitals, churches, and counselors in your area will be able to provide you with a list of groups. These mental health organizations will be supportive of your situation and they can give you additional advice regarding your problems.