Health Technology
Article | September 12, 2023
Is your health technology company publishing content online? Not sure how to make your health tech content marketing effective?
Each step taken in the process of content marketing matters. Skipping essential steps may negatively affect the whole process. The following steps are critical in your content strategy:
• Defining your ideal buyer
• Gathering insights about how they make decisions
• Documenting how your content will address their needs
Lately, health tech companies are facing too much competition. Thus it would be wise to equip yourself with a good marketing strategy, including a clear content marketing plan. This blog focuses on making your health content marketing more effective, overcoming challenges, and eliminating the chances of failure.
Content Marketing challenges for Health Tech Marketers
Heath tech brands face multiple obstacles with health tech content marketing. They must deal with many challenges such as content proliferation, uncoordinated and inconsistent content creation, and difficulty in reaching out to customers and prospects with relevant and timely content.
A lot of hard work and time is required to create great content. Let us have a closer look at the challenges faced by health tech marketers related to content marketing.
Determining Content Marketing ROI
Many of the health tech content marketers are struggling to show ROI from their content marketing efforts. They cannot claim a specific conversions rate from a channel or a piece of content. Often digital conversion paths of the health tech industry cannot be analyzed or tacked.
Some other biggest challenges of health tech content marketing are tying content to conversions, defining appropriate and relevant metrics for measuring and evaluating the impact of the content marketing efforts on its bottom line.
Figuring Out How to Feed the Content Beast
Including health tech brands, many brands spend too much time thinking and worrying about creating compelling content. Or they worry about making content thattheir boss, salespeople, or other stakeholders need. The goal should be creating content consistently that is necessary for the client's journey. Your health tech content marketing should focus on your target audience searching online for your product and business.
Proving Credibility and Authority
Many health tech marketers struggle with defining a credible and authoritative voice for their brands. They fail in the process of cutting through the noise and grabbing the attention of their target audience for this very reason.
A health tech content marketing strategy should maintain the brand’s identity, improve its authority, and boost ROI. Here, thought leadership has a role to play. Use your people, their expertise, and their passion effectively to share what they know about your product with your target audience. Trust and credibility will follow.
Maintaining Volume, Quality, Speed
Another significant challenge of health tech content marketing is developing compelling, engaging content fast without compromising on volume and quantity. For many marketers, a big pain point is trying to stay agile and nimble within a large corporate structure.
Continuous Learning
The marketing landscape is ever-changing. It means health tech marketers have to dedicate themselves to learning throughout their life.. They also have to reinvent through innovation to avoid extinction. Primarily, health tech content marketing needs constant innovation and learning. Everyone is trying to navigate the learning curve. It is very challenging for marketers to train teams and update them with the latest marketing practices.
Influencer Marketing
Another challenge faced by most marketers in their health tech content marketing efforts is identifying influencers to amplify content. Creating great content is just the first step. Having an effective promotion strategy to reach your prospects with your content helps.
Reasons for Health Tech Content Marketing Failure
A study by Healthcare Information and Management Systems Society (HIMSS) on health tech content marketing shows a vast gap between results and goals. Is there discontent in health tech content marketing? Eighty-five percent of the survey participants said they have a content marketing strategy, but only 4 percent only said their content marketing strategy was effective.
So, it's clear that something was not working for them. Here are some of the key reasons:
The Absence of a Content Strategy
Except for some large tech companies, such as IBM, Microsoft, and Salesforce, most vendors do not have a content marketing strategy. For many tech companies, content marketing is part of their overall business strategy. So consider building a health tech content marketing strategy to have a leg up on your competitors.
Lack of Sponsorship
Creating compelling content is a low-priority task for most B2B tech companies. A small marketing team usually takes care of health tech content marketing with limited resources and budget. It results in content that does not align with your market positioning and business strategy.
Content-Creation Bottlenecks
Content marketers need quality content for marketng. For this, subject matter experts (SME) should be involved in the process of content creation. SMEs, most often, are too busy to participate in the process. As a result, the content may turn out low in quality and might not be consistent
Lack of a Content Distribution Strategy
Unless you promote high value content on all the digital and social media channels, no one will hear about your health tech brand. Most B2B health tech companies fail to promote themselves through effective health tech content marketing on multiple digital and social media channels.
No Patience
B2B health tech companies want instant results. The survey by in 2020 HIMSS points out the minimum time needed to fetch results from content marketing programs. A health tech content marketing program launched in this quarter will not bring you any developments in the same quarter.
Effective Content Marketing Plan for Health Tech Marketers
The global pandemic has accelerated the shift towards digital marketing. Many healthcare technology marketers focus on pure sales collateral and product-centric content instead of thought leadership and human-centric content.
Here are five areas that deserve more attention in your health tech content marketing plan. These should be top priorities in your content plan.
Planning the Process and Setting Reasonable Goals & Objectives
Data shows that most healthcare technology companies do not have an effective health tech content marketing plan. It is not surprising that these companies, accelerating ahead everyday, do not have the time to plan or enough resources to execute it. There are three reasons behind it:
• They never made planning a proper priority.
• They realize they don’t have the time.
• The team doesn’t know where to start.
Good planning with realistic goals and expectations solves this issue. Quality content marketing is a long-term investment, not a short-term performance vehicle.
Benchmark the Market & Your Competition
Investigating your competition may get you down. Analyzing every aspect of your competitors’ content, including approach and strategy, will help you learn many essentials things. You will get ideas to improve your health tech content marketing from your competitor analysis.
Do not get confused between your sales competitors and content competitors. Your sales competitor is the one who sells your exact product or service. Your content competitors are companies ranking on search engines for the same content that you want to ranked for on search engine result pages. In addition to pure sales competitors, these content competitors can include major publishers such as trade associations and newspapers.
Fine-Tune Your Messages, Themes & Topics
It is effortless to come up with a long list of content ideas. It is vital to understand the themes and topics, which will work better for your business goals. The topics should be worth the time and effort you put in. Your themes, topics, and other content ideas in your health tech content marketing plan should support your core health tech messaging.
People usually tend to create content randomly and wonder why their content marketing does not work in the end. Fine-tuning your themes, messages, and topics and making sure they are all unified in the process is a big part of ensuring your content succeeds in the end.
Address All Four Content Distribution Channels
Creating great content is just a first step to your health tech content marketing. You may have to think of the content distribution channels: owned media, internal channels, earned media, and paid media. All of these channels have multiple options for content distribution. Depending on your company’s business goals and particular situations, you can choose the best-suited application from these channels.
Get the Most Out of Your Content Marketing Efforts
Maximize your health tech content marketing investment with the three Rs: refresh, repurpose, and repromote.
Refreshing means updating old content that performed well in the past. It may include changing the published date and updating the internal links to timely and more current information. Repurposing means changing the format. You can make a blog post out of a webinar or create an infographic out of a case study. Promoting and redistributing older content that performed well in the past is repromoting.
With content marketing, it is tough to have long-term success without a documented strategy and commitment. With a detailed process, you will have clarity about your goals and the tactics you will use to achieve them. If you do not have this practice, it's better to develop your strategy and write it down to improve your health tech content marketing's better effectiveness.
Content marketing is a proven way to connect with the tech industry audience, especially in health tech. Creating great content about your business, which the audience finds reliable and helpful, will make your company reliable and a trusted source to solve problems.
Doing it alone may be a tiresome job. We, at Media 7, provide all the assistance in marketing technology products online. We have the right solution for all your demand generation, lead generation, sales, and marketing problems. Media 7 converts leads and turns them into your happy customers forever. To know more about Media 7, visit: https://media7.com
Frequently Asked Questions
Why is content marketing important in health tech?
Content marketing is crucial in health tech as unique content makes your target audience trust your brand and consider it a trustworthy source for solving their issues. Moreover, to build your brand, content marketing is a vital component.
How do you create a successful health tech content strategy?
When you create a successful health tech content strategy, an ideal buyer profile, buyer persona, customer journey, etc., should be considered. Along with that, you should have clear objectives and goals when you make a content strategy.
What is the essential step in creating a health tech content marketing plan?
The essential step in creating your health tech content marketing plan is defining your targeted audience and understanding the buyer persona. It will help you create relevant and audience-focused content.
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Digital Healthcare
Article | November 29, 2023
Everybody deals with stress and anxiety however our anxieties can sometimes get the best of us. It’s important to know how to cope with your anxieties and fears if they get out of control.
With this in mind, here are some tips that a person can use to help manage their daily stresses and anxieties.
1. Take a break: Sometimes, we get stressed out when everything happens all at once. When this happens, a person should take a deep breath and try to find something to do for a few minutes to get their mind off of the problem. A person could take a walk, listen to some music, read the newspaper, or do an activity that will give them a fresh perspective on things.
2. Carry a small notebook of positive statements with you: Whenever you come across an affirmation that makes you feel good, write it down in a small notebook and carry it around in your pocket. Whenever you feel anxious, open up your small notebook and read those statements.
3: You can’t predict the future: While the consequences of a particular fear may seem real, there are usually other factors that cannot be anticipated and can affect the results of any situation. We may be ninety-nine percent correct in predicting the future, but all it takes is for that one percent to make a world of difference.
4. Challenge your negative thinking with positive statements and realistic thinking: When encountering thoughts that make you fearful or depressed, challenge those thoughts by asking yourself questions that will maintain objectivity and common sense. Focus on the reality of your situation and not on your thoughts.
5. Divide your activities into separate steps: When facing a current or upcoming task that overwhelms you with a lot of anxiety, divide the task into a series of smaller steps and then complete each of the smaller tasks one step at a time. Completing these smaller activities will make the stress more manageable and increases your chances of success.
6. Take advantage of the help that is available around you: If possible, talk to a professional who can help you manage your depression and anxieties. They will be able to provide you with additional advice and insights on how to deal with your current problem.
BIOGRAPHY
Stan Popovich is the author of the popular managing fear book, “A Layman’s Guide To Managing Fear”. For more information about Stan’s book and to get some free mental health advice, please visit Stan’s website at http://www.managingfear.com
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Health Technology, Digital Healthcare
Article | July 14, 2023
Do you know a friend or loved one who suffers from fear, anxiety, and depression and do not know what to do to help them?
It can be frustrating to watch someone you know struggle with their mental health and not be able to do anything to relieve their suffering.
With this in mind, here are seven ways to help the person cope in these kinds of situations.
1. Learn as much as you can in managing anxiety and depression: There are many books and information that will educate you on how to successfully overcome fear and anxiety. Share this information with the individual who is struggling with their fears. The key is to get your friend to understand how important it is to seek some guidance when it comes to their mental health.
2. Be understanding and patient with the person struggling with their fears: Maintaining depression and anxiety can be difficult for the individual so do not add more problems than what is already there. Do not get into arguments with your friend who may be having a difficult time with their anxieties. Make an effort to listen to the person rather than making judgements.
3. Talk to the person instead of talking at them: It is important not to lecture the individual who’s having a hard time with anxiety and depression. Talk to the person about their issues without being rude. Most people will listen if you approach them in a proper manner. Remember to treat others the way you would want to be treated if you were the one who was struggling.
4. Ask for some ideas: Seek advice from a professional who can assist the person you know with their mental health issues. A counsellor can give you some ideas on how to overcome anxiety, fear, and depression. Getting help from a therapist is the number one priority in getting the individual to do something about their problems.
5. Find out why the person won’t get assistance: Address the issues on why he or she will not seek treatment. Many people who are struggling are fearful and frustrated. Try to find out the reasons why your friend won’t get the help they need and then try to find the ways that will overcome their resistance of seeking some guidance.
6. Remind the person on the consequences of not getting help: Another way to convince the individual who is struggling with fear and depression is to tell them what may happen if they don’t get some counselling. Anxiety and depression can make things worse and usually won’t go away by themselves.
7. You can’t manage your mental health all by yourself: A person’s fears and anxieties can be difficult to manage and more than likely he or she will need some help. Many people think that they can overcome their mental health problems on their own. This is a mistake. The individual should admit they have a problem and then seek treatment to get their life back on track.
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Digital Healthcare, Medical Devices
Article | June 14, 2023
Explore latest hospital industry trends driving digital transformation, data analytics, and patient-centric care for improved outcomes and personalized experiences in a dynamic healthcare landscape.
Contents
1. Understanding Dynamic Hospital Industry Trends
2. Significance of Keeping Up with Hospital Industry Trends
3. Quick Glance at Latest Hospital Industry Trends
3.1 Cybersecurit
3.2 Virtualization and ML capabilities
3.3 Telehealth and Telemedicine
3.4 Robotics
3.5 Wearables
4. Future Scope
1. Understanding Dynamic Hospital Industry Trends
The hospital industry is undergoing dynamic changes driven by digital transformation, data analytics, and patient-centric care. Hospitals are adopting technologies like electronic health records (EHRs) and telemedicine while leveraging data analytics and artificial intelligence for better insights. Patient engagement and personalized healthcare experiences are prioritized. The shift towards value-based care and proactive population health management is evident. Collaboration, interoperability, and preventive care initiatives are also gaining importance. These emerging trends in healthcare technology reflect the industry’s commitment to improving patient outcomes in an evolving landscape.
2. Significance of Keeping Up with Hospital Industry Trends
Staying up-to-date with the latest trends in healthcare industry is of utmost importance for professionals and organizations. It enables them to deliver improved patient care by implementing cutting-edge technologies and treatment methodologies. Hospitals can streamline processes, reduce costs, and allocate resources effectively by adopting industry trends focused on operational efficiency. Keeping pace with industry trends also provides a competitive advantage, helping hospitals attract and retain patients, maintain their reputation as innovative institutions, and outperform competitors. Furthermore, staying informed about evolving regulations and compliance standards ensures hospitals remain compliant, avoiding penalties and legal issues. Industry trends also reflect the changing demographics of patient populations, allowing hospitals to adapt their services and offerings accordingly. This knowledge aids in strategic decision-making, enabling administrators to align their strategies with the evolving healthcare landscape. Additionally, staying updated on industry trends facilitates collaboration and partnerships, promoting innovation and improved healthcare delivery.
3. Glance at Latest Hospital Industry Trends
The hospital industry is experiencing a wave of the latest trends reshaping the healthcare delivery landscape. From technological advancements to shifting patient needs and evolving care models, these trends drive significant changes in how hospitals operate and provide care.
3.1 Cybersecurity
Taking the lead in hospital industry trends is cybersecurity, which plays a vital role in safeguarding the industry against cyber threats and protecting patient information, sensitive data, and critical infrastructure. By implementing a robust hospital cybersecurity policy, patient data confidentiality, integrity, and availability can be ensured, along with mitigating the financial and reputational damages that can arise from cyberattacks. Furthermore, cybersecurity measures enable the continuity of healthcare services and foster patient trust. Prioritizing cybersecurity helps hospitals maintain compliance with data protection laws like HIPAA and strengthen relationships with patients and other stakeholders.
3.2 Virtualization and ML Capabilities
Next in line with hospital industry trends is the adoption of virtualization and machine learning (ML) capabilities that are revolutionizing healthcare operations and patient care. Virtualization allows hospitals to optimize infrastructure, reduce costs, and enhance resource utilization by creating virtual instances of hardware and software. Concurrently, ML algorithms analyze vast amounts of healthcare data, such as electronic health records and medical images, enabling accurate diagnoses, personalized treatments, and predictive insights. The integration of virtualization and ML facilitates remote healthcare services, ensures data security and privacy, and drives operational efficiency, ultimately leading to improved patient outcomes and streamlined healthcare delivery.
3.3 Telehealth and Telemedicine
The rapid adoption of telehealth and telemedicine, which will transform healthcare delivery, is on the horizon for the hospital industry. These technologies enable convenient access to healthcare services, especially for individuals in remote areas, reducing travel time and costs. Telehealth and telemedicine improve healthcare efficiency by reducing wait times, allowing timely medical advice, prescription refills, and follow-up care. They also facilitate collaboration among healthcare providers and specialists, ensuring access to specialized care. In emergencies, telehealth and telemedicine in the hospital industry enable real-time triage and remote monitoring. Despite challenges related to regulatory compliance and data security, telehealth and telemedicine have transformed healthcare delivery, offering convenience, efficiency, and expanded access to care.
3.4 Robotics
The integration of hospital robotics is reshaping the industry, revolutionizing surgical procedures by enabling exceptional precision and significantly reducing recovery times. Surgical robots assist in complex surgeries, improving accuracy and patient outcomes. Additionally, robots streamline tasks like medication dispensing and inventory management, reducing errors and freeing up healthcare professionals. Rehabilitation robots aid patients in regaining mobility, while robotic telepresence enables remote consultations and monitoring. Despite challenges such as implementation costs and regulatory considerations, robotics continues to transform healthcare delivery, enhancing patient care and operational efficiency.
3.5 Wearables
The widespread adoption of wearables, emerging prominently in the hospital industry, redefines patient care and monitoring practices. Wearable devices, such as smartwatches, fitness trackers, and remote patient monitoring devices, offer real-time health data and enable continuous monitoring of vital signs, activity levels, and sleep patterns. These devices provide valuable insights into a patient's health and allow for early detection of potential health issues. Wearables promote patient engagement and empowerment by encouraging individuals to manage their health actively. Healthcare professionals can remotely monitor patients' health status, track medication adherence, and intervene promptly if abnormalities are detected. Additionally, wearables offer opportunities for remote patient monitoring, telemedicine consultations, and personalized health interventions.
4. Future Scope
The potential of hospital industry trends in the coming years also encompasses genomics and personalized medicine advancements. With an increasing understanding of genetic factors in health and disease, hospitals can offer tailored treatments based on an individual's unique genetic makeup, leading to a revolution in disease prevention, diagnosis, and treatment. Furthermore, integrating blockchain technology in healthcare is expected to enhance data security, interoperability, and patient privacy, enabling seamless sharing of medical records across healthcare providers. Overall, the horizon of the hospital industry holds immense promise for innovative technologies, data-driven insights, and patient-centric care models, all contributing to the development of a more efficient, accessible, and personalized healthcare ecosystem.
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