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4 Key Factors Influencing the Effectiveness of Health Tech Messaging

BINEESH MATHEW | January 29, 2021 | 854 views

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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VITAS® Healthcare Partners With WellSky® to Accelerate Innovation in Hospice & Palliative Care

businesswire | March 23, 2023

WellSky, a leading health and community care technology company, announced a new partnership with VITAS Healthcare, the nation’s leading provider of end-of-life care. VITAS will leverage WellSky technology to streamline its operations, allowing clinicians to focus on high-quality patient care delivery. The two organizations also will collaborate to advance innovations within the WellSky Hospice & Palliative solution and to accelerate VITAS’ efforts to scale into new markets. For over 40 years, VITAS has been a pioneer in the hospice movement, providing innovative, patient-centered hospice and palliative care across the country. The organization operates 50 hospice programs in 14 states and the District of Columbia, serving over 17,000 patients each day and employing 10,000 care professionals. Fueled by a drive for innovation, this partnership will support VITAS in its efforts to serve even more patients in need of compassionate, high-quality end-of-life care. This transition to WellSky’s electronic health record (EHR) technology will eliminate the need for paper-based documentation and will help to improve operational efficiency for the organization. “In selecting a technology partner, it was critical to find an organization that could help enable improved workflow and clinical coordination while streamlining burdensome administrative tasks for our team members,” said Nick Westfall, president and CEO at VITAS. “Achieving this goal will allow our clinicians more time at the bedside fulfilling their mission of delivering the highest quality of care for both our patients and their families. We are thrilled to have found that partner in WellSky and are confident that WellSky’s purpose-built technology will be a critical component in our effort to expand and evolve hospice care.” The partnership between WellSky and VITAS will allow both organizations to serve a pivotal role in the advancement of hospice and palliative technology to deliver smarter, more connected and more data-driven care to communities in need. “WellSky is honored to work with the nation’s leading provider of end-of-life care,” said WellSky CEO Bill Miller. “Through a deeply collaborative relationship with VITAS, we will innovate together to propel our leading hospice and palliative software and analytics solutions forward and support VITAS in providing the highest-quality care to patients and families when they need it most.” The WellSky Hospice & Palliative solution recently was named the top performer in Hospice in the 2023 Best in KLAS Awards. About WellSky® WellSky is one of America’s largest and most innovative healthcare technology companies leading the movement for intelligent, coordinated care. Our proven software, analytics, and services power better outcomes and lower costs for stakeholders across the health and community care continuum. In today’s value-based care environment, WellSky helps providers, payers, health systems, and community organizations scale processes, improve collaboration for growth, harness the power of data analytics, and achieve better outcomes by further connecting clinical and social care. WellSky serves more than 20,000 client sites — including the largest hospital systems, blood banks, cell therapy labs, home health and hospice franchises, post-acute providers, government agencies, and human services organizations. Informed by more than 40 years of providing software and expertise, WellSky anticipates clients’ needs and innovates relentlessly to build healthy, thriving communities.

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AI, HEALTHCARE ANALYTICS

Henry Schein One Announces Availability of AI Solutions for Dentrix Ascend

Henry Schein One | March 21, 2023

Henry Schein One, a joint venture of Henry Schein Inc. and Internet Brands, has reinforced their commitment to helping dental practices harness the power of Artificial Intelligence (AI) by fully integrating AI solutions into Dentrix Ascend, the Company’s cloud-based practice management software. These solutions include Dentrix® Ascend Detect AI powered and manufactured by VideaHealth, and Dentrix Ascend Voice, powered by Bola AI. Both Dentrix Ascend Detect AI and Dentrix Ascend Voice offer powerful tools to help dental professionals improve case acceptance and elevate patient care through accurate diagnoses. Dentrix Ascend Detect AI is an AI-enabled X-ray analysis tool that provides real-time chairside insights to dentists and hygienists, and is powered by VideaHealth’s FDA-cleared computer-assisted detection (CADe) device. With this tool embedded directly into Dentrix, and now Dentrix Ascend, oral health professionals can seamlessly use AI in dental practices within their existing workflows. The software automatically analyzes and annotates images, enabling dental professionals to more quickly evaluate x-rays and provide more effective treatment recommendations to patients. As a result, dentists and hygienists can provide greater transparency to patients, improve trust and case acceptance, and elevate patient care. Dentrix Ascend Voice has advanced AI technology that improves speed and efficiency for dentists and hygienists when completing Perio exams and clinical notes. By letting hygienists easily record results verbally, it can improve Perio exam productivity, treatment acceptance, and patient referrals, helping to improve profitability. For dentists and hygienists, Dentrix Ascend Voice saves valuable time by simplifying their data entry. “We at Henry Schein One are committed to bringing AI solutions to dental practices that work naturally within their current workflow, so practitioners receive the powerful benefits without adding extra steps,” said Paul Hao, Chief Product Officer, Henry Schein One. “We’re excited to now bring our AI enabled X-ray analysis and voice recognition solutions to our Dentrix Ascend customers, and we’ll continue to invest in AI solutions that can help dentists provide the best possible patient care.” About VideaHealth VideaHealth is the dental AI platform trusted by the world's leading DSOs and dental clinicians. Rooted in AI research conducted at Harvard and MIT, VideaHealth’s FDA-cleared dental AI technology is clinically proven to improve diagnostic accuracy and treatment plans, enabling dentists to consistently deliver better patient care. Focused on driving clinical excellence, VideaHealth has the largest and most diverse data set in the market, which strengthens clinical decision-making abilities and patient relationships. Backed by leading venture capital firms Spark Capital, Zetta Venture Partners and Pillar VC, VideaHealth is headquartered in Boston. About Bola AI With Bola AI, the future of speech artificial intelligence (AI) is here. By harnessing the power of advanced technologies that work seamlessly, this platform can provide efficient, fully integrated, and accurate speech solutions for Perio Charting, Clinical Notes and more. With Bola AI, practices can empower themselves to create a smarter patient experience while improving operational efficiency and driving revenue. Get ready to revolutionize the way your practice operates with Bola AI. Bola AI is headquartered in Boston, MA. About Henry Schein One Henry Schein One, LLC, a joint venture between Henry Schein, Inc., and Internet Brands, aims to transform dentistry by ensuring practice success, improving patient experience, and increasing access to care. The company offers the only all-in-one suite of market-leading solutions for dental practices, including Dentrix®, Dentrix Ascend®, Dentrix® Enterprise, Jarvis Analytics™, TechCentral™, Sesame Communications, Lighthouse360®, Officite, and DentalPlans.com® as well as solutions offered through international companies, including Dentally, Software of Excellence, Logiciel Julie, InfoMed, axiUm, and LabNet, among others. With Henry Schein One’s suite of software solutions, dental practices and DSOs optimize profitability, ensure market-leading security, drive scalability and enhance clinical care. Headquartered in American Fork, Utah, the company’s software is used by more than 100,000 dental locations in the US and internationally. About Henry Schein, Inc. Henry Schein, Inc. is a solutions company for health care professionals powered by a network of people and technology. With more than 22,000 Team Schein Members worldwide, the Company's network of trusted advisors provides more than 1 million customers globally with more than 300 valued solutions that help improve operational success and clinical outcomes. Our Business, Clinical, Technology, and Supply Chain solutions help office-based dental and medical practitioners work more efficiently so they can provide quality care more effectively. These solutions also support dental laboratories, government and institutional health care clinics, as well as other alternate care sites.

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