Mobile Apps Are Reflecting the Changing Role of the Patient in the Healthcare Ecosystem

Aline noizet | February 13, 2017

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The 4th edition of Trophées de la Santé Mobile took place last week in Paris which showcased the best French healthcare mobile apps in different categories. The winning apps were clearly showing the changing role of the patient in the healthcare ecosystem.

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While the procedures, techniques, and equipment have changed, our mission remains the same that we are committed to providing you with personal, compassionate care right here at home. We are proud to be a part of the community, and with your support we will be here to serve the community well into the next century.

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Healthcare Data Infrastructure Security Cannot Be Ignored During A Pandemic

Article | April 2, 2020

The rapid advancement of technology has inspired hope in the healthcare industry, promising to employ artificial intelligence (AI) and cloud-based data platforms in life-altering ways. Surgery assisting robots and miraculously accurate AI-based cancer diagnosis methods are a few preliminary examples of what the industry can expect. With all these great technological strides being taken, however, compliance can easily be left in the dust. And with COVID-19 pushing the limits of healthcare systems worldwide, it’s too easy for cybersecurity to become a lesser priority.The situation is bleak, with nearly 17,000 patient records being breached every day, according to Entech. Healthcare democratization is essential to fully harnessing the power of AI and other tech advancements on the horizon, which require compliant data distribution and the application of insights gathered from it. Healthcare institutions are struggling to not only meet basic privacy and compliance laws but have difficulty leveraging the large amounts of data that they store in a meaningful way.

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How to Get Rid of Technology Bias in Health Tech Marketing

Article | March 26, 2021

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. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How does health tech marketing become effective?", "acceptedAnswer": { "@type": "Answer", "text": "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." } },{ "@type": "Question", "name": "What is technology bias in marketing?", "acceptedAnswer": { "@type": "Answer", "text": "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." } },{ "@type": "Question", "name": "How to get rid of technology bias in health tech marketing?", "acceptedAnswer": { "@type": "Answer", "text": "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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2 REASONS WHY THE HEALTHCARE INDUSTRY NEEDS SECURITY OPERATION CENTERS

Article | March 14, 2020

This, unfortunately, is a very real cyber threat that healthcare organizations face every single day, and most of them are not prepared for it. According to a recent report by HIMSS, significant security incidents are a near-universal experience in US healthcare organizations. Most incidents are initiated by bad actors, leveraging e-mail as a means to compromise the integrity of their targets. Yes, they might be on a protected network, but the endpoint devices themselves aren’t protected as well as they could be. Combine an unprotected medical device with staff that hasn’t had any cyber training creates a huge insider threat, whether the staff does anything unwittingly or maliciously.

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Advanced Healthcare Supply Chains: Why It’s All in the Data

Article | February 10, 2020

During the past decade, the healthcare industry has undergone an unprecedented technological transformation. The industry, once defined by manual processes, has moved squarely into the digital age. As patients, we’ve all become accustomed to seeing physicians as well as clinical staff use laptops during office visits. And behind the scenes, hospitals and health networks have made substantial investments in financial and HR systems, among others. One of the more significant digital advancements has been the industry’s focus on applying greater levels of automation to supply chain processes. In doing so, provider and supplier organizations have improved the efficiency of their supply chains, driven out millions of dollars in cost and waste, all while keeping patient care front and center.

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Spotlight

Warner Hospital & Health Services

While the procedures, techniques, and equipment have changed, our mission remains the same that we are committed to providing you with personal, compassionate care right here at home. We are proud to be a part of the community, and with your support we will be here to serve the community well into the next century.

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