Health Technology, Digital Healthcare
Article | August 21, 2023
Worried about how to improve your healthcare sales? Wondering where to begin? Of course, these questions demand genuine consideration. Healthcare professionals are some of the most valuable and vital members of the societiy. And you will have to take care of their unique needs if you want to sell your products to them.
Over the years, selling in most of the industries has changed; the healthcare industry is no exception. The healthcare industry has been booming over the last decade. The boom has increased the necessity of managing patient care and innovating medicines exponentially. To cater to such rising needs, newer technologies are being adopted by the industry.
Flatiron Health, a well-known healthcare technology and service provider, is using data analytics to tackle cancer. They believe that the technology industry is essential to solve healthcare issues. This New York-based start-up uses its cloud-based software platform and big data to connect to various cancer centers across the country. The key asset of the company is its ability to use data analytics to make meaningful recommendations. The annual revenue of Flatiron Health is US$100-500 million. Yes! you read it right.
So, all you need is to have a smart healthcare sales and marketing strategy. Having an effective strategy will help you conquer the healthcare industry and increase your profit margin. One of the easy ways to increase your healthcare IT sales is to have a firm understanding of the ohospital's organizational structure Apart from that, you can analyze the organization by asking the following questions:
• How does this particular healthcare organization compare with its competitors in this
specific arena?
• What is their current position in the industry?
• What makes them stand out from their competitors?
• What makes them unique?
Just like the tips mentioned above, this article is all about tips and strategies to increase your healthcare sales leads. These tips will undoubtedly help you skyrocket your healthcare technology sales by reaching out to a wider audience.
Attract Your Target Audience with Content Marketing
Healthcare is always been trending on search engines through relevant keywords. People search for a related term like healthcare and wellness tips, local medical professionals and medical facilities, and jobs in healthcare.
• One in every 20 searches is related to healthcare
• 70% of visitors of hospital websites come from organic web search
• 77% of all online health queries begin with a search
So, using content marketing to attract audience is the best way to increase healthcare sales. Offering healthcare and wellness information through different online channels will help you improve your credibility and visibility. This step will strengthen the relationship between staff, patients, prospective employees, and the community and increase credibility. According to CMI B2B Content Marketing Report, 2019, 62% of B2B marketers said that they were more successful with content marketing than ever before.
The healthcare technology industry is technical, and it can be highly challeging when you sell the product directly to high-level executives or physicians. So, you must invest time to create compelling content like blog posts, whitepapers, case studies, etc. It will increase your healthcare sales as this content will establish your expertise. So, all you need to do is generate informative and appealing content to position your company as an authentic thought leader, which will help you land more healthcare sales.
Understand your Customer Better and Build Trust
You cannot imagine a society without healthcare professionals. Obviously, you will have to go out of your way to have a deep understanding of their requirements if you want to sell technology to them.
Requirements of each of your clients in the healthcare industry can vary. Hence a ‘one size fits all’ approach will not help when it comes to offering the best experience to every customer. Thus, it would help if you adapted to customer needs for successful healthcare sales. Furthermore, it is essential to realize that healthcare customers are different from other business professionals.
Don’t beat around the bush when you get a chance to talk to them. Directly give them information on what they are looking for, staying respectful and professional. This will help you grab attention and generate interest.. Be flexible despite the odds and do whatever possible to solve their problems.
Prioritize trust-building at all times. In any sales process, trust is a decisive factor, especially in healthcare sales. The reason for this is that if you are selling medical equipment, technologies, or pharmaceuticals, your clients are risking the well-being of their patients in your hands. So, to pull up the healthcare sales game, work on building up a strong relationship and trust with your clients.
Know the Buyer’s Organizational Chart
Unlike working with a small clinic with a single decision-maker, you need to deal with a purchasing department or a buying group when you sell to a big hospital. To ensure that you do not miss anybody, you may have to map out your client’s purchasing hierarchy and identify everyone in the hospital involved in the process. In the healthcare industry, every single client has a very different purchasing style.
You can obtain this information from your known contacts and network within the organization. Knowing the organizational chart of your clients will help you expand your influence with in he organization and boost your healthcare sales.
Focus on Your Client’s Customers
Even for most effective sales organizations, it is remarkably challenging to sell to a client-driven and continually emerging industry like healthcare. However, if you make it through this competitive industry, you will have endless opportunities to add to your profits through successful healthcare sales.
When dealing with a service-based industry, the best strategy is to serve your clients’ customers. Essentially, if you find a practical way to improve their experience, your clients will be happy and you can establish a long-lasting relation with them.
Whenever you deal with a client from the healthcare industry, remember to focus on the actual patients. This strategic line of thought can surely bring you more healthcare sales and increase your annual profit.
Get Started with Social Media Marketing
This is fairly obvious that, in the modern world, social media has become a part of the everyday. There is no easier way to increase your client numbers than to promote your product or service on a platform that everyone uses.
Facebook is the best social media platform. Mainly because senior people use it as they are likely to require medical assistance. A Facebook page is the best place for you to start with your social media advertising. It is an informational source that can increase the targeted traffic coming to your website.
Due to the easy availability of information online, medical professionals do not depend upon salespeople. Instead, they do online research before making a purchase decision. Social media marketing can help you increase healthcare sales and be on the top at all times.
Rapidly evolving regulatory forces, market dynamics, and consumer demands are constantly adding to the healthcare industry's complexity. Driving meaningful patient action and true engagement through your innovative sales and marketing solutions will increase your healthcare sales. This will also make you stand out from the rest of the pack, ending in a long-term relationship with all your customers.
Ace your healthcare sales with these strategies and tips. Reach out to us if you are looking for any assistance. We at Media 7 provide all the B2B healthcare sales and marketing solutions. We focus on bringing in potential clients to your business platforms, converting them, and making them your happy customers forever. To know more about us, visit: https://media7.com
Frequently Asked Questions
What is a healthcare marketing strategy?
Healthcare marketing strategy is usually an inbound marketing process. We bring forth all the resources that could bear against various threats and opportunities in a highly competitive healthcare business through the process.
Why is healthcare marketing important?
For the sustainable growth of the healthcare industry, healthcare marketing is very important and an integral part. Marketing of healthcare technologies and other new facilities in line with treatment is very important for the transformation of the industry.
What is healthcare sales?
The process of persuading healthcare clients and making them buy your products is healthcare sales. In the process, you will sell drugs, medicines, equipment, and technologies to healthcare clients.
How can healthcare professionals drive sales?
Focusing on your client’s customer is an innovative strategy for sales in healthcare. A healthcare professional is likely to buy your product if you prove that your product can make their patients' lives easier.
Read More
Digital Healthcare
Article | November 29, 2023
Global efforts to tackle gender inequality have grown in recent years. But there is still so much to be done. Figures from the United Nations show that outcomes for women and girls continue to lag across a range of issues, including poverty, education, work and health. And according to the World Economic Forum, at the current rate, it will take 108 years to close the gender gap.
Although healthcare is founded in objectivity and science, gender bias is still remarkably common. We wanted to understand more about female perceptions of healthcare, so we undertook consumer research that delved into the experiences of women compared to men. The results pointed to a clear disparity, finding that women are less likely to visit the doctor when they have symptoms of ill health and, in some cases, are taken less seriously when they do seek medical advice.
Women being left behind
According to our research, a significant proportion of British women feel disappointed in the healthcare they receive, with one in five reporting they weren’t taken seriously when presenting symptoms to a healthcare provider. What’s more, a staggering one in four said they are reluctant to seek medical advice at all for fear of wasting a GP’s time. These statistics suggest that, not only are female experiences of healthcare damaging their relationship with clinicians, but they could be eroding confidence in recognising and acting on warning signs and symptoms too.
This sentiment is particularly evident when focusing on cardiac care. One in eight women (13%) feel ignored when presenting symptoms of heart disease to healthcare professionals, compared to just 4% of men. And of UK adults who have received a coronary heart disease (CHD) diagnosis, women experiencing symptoms were 55% more likely than men to visit the doctor multiple times before receiving a referral for further investigation. On top of this, women are five times more likely to receive a false finding from the cardiac stress tests that are traditionally used to assess heart health.
“There does appear to be a gender bias in onward referral to secondary care and for diagnostics in the local area, which is influenced by the attending healthcare professionals’ risk assessment. Traditional teaching has led to gender bias, as we are programmed to attribute a lower level of pre-test probability and risk to females. This may have contributed to a general lack of awareness around cardiovascular health in women. For example, in a survey I carried out among more than 600 female employees working within North West Anglia NHS Foundation Trust, 82% said they didn’t feel informed about their cardiovascular health. Considering participants included some of the most medically informed women in the UK, the results speak volumes about how we view cardiac health among women.”
- Dr Rebecca Schofield, consultant cardiologist at North West Anglia NHS Foundation Trust
These widespread misconceptions around heart disease and heart attacks are often exacerbated by what we see in the media – think of the countless TV stereotypes of male characters clutching their chests and falling to the floor.
But given that CHD is responsible for one in 13 female deaths, it appears that public health efforts have failed to make people aware of the risks for women. It is, perhaps, not surprising then that 42% of women with CHD did not immediately recognise their symptoms as signs of heart disease. In short, women are missing out on time-critical diagnoses and treatment due to a lack of awareness and education among both healthcare providers and the public.
Technologies making a difference
Thankfully, progress is being made to improve healthcare outcomes for women. Innovative technologies are increasingly providing diagnostic solutions that can reduce incidences of human bias and give clinicians greater clarity on the presence or severity of different conditions in their female patients.
For example, AI is already being used to detect diseases such as cancer more accurately. Its adoption is facilitating reviews and translations of mammograms 30 times faster, with 99% accuracy, reducing the need for unnecessary biopsies.
There’s extraordinary potential for AI and healthcare, and it’s something the NHS continues to recognise, most recently with the launch of its Artificial Intelligence Laboratory (AI Lab) and NHS England’s (NHSE) MedTech Funding Mandate. The latter aims to accelerate the uptake of selected innovative medical devices, diagnostics, and digital products to patients.
As part of the NHS efforts, NHSE has mandated the HeartFlow Analysis for use in hospitals across England for patients, male or female, who might otherwise be sent for a cardiac stress test. The HeartFlow Analysis is a gender-neutral technology that takes data from a coronary CT scan of the heart and leverages deep learning (a form of AI) and highly trained analysts to create a personalised, digital 3D model of each patient’s coronary arteries. This then helps clinicians to quickly diagnose CHD and decide the appropriate treatment for patients of any gender. Time spent in hospital is minimised for patients and often layered testing and unnecessary invasive diagnostic procedures can be avoided.
Final thoughts
While AI is helping us tackle gender bias in certain areas such as oncologic and cardiac testing, healthcare professionals are not absolved of responsibility when it comes to confronting this problem. It remains incumbent upon clinicians to recognise unconscious bias that would deter them from referring women or minority patients for much-needed testing.
Outside of the hospital, public health education efforts must expand so that far more of us can recognise shortness of breath, nausea, vomiting, back or jaw pain, and other symptoms beyond chest pain to be indicators of a heart attack in a woman. Knowing what to look for and overcoming personal bias that might lead to these signs being disregarded, may allow us to help one of the more than 100 women who will experience a heart attack in the UK today.
Read More
Healthtech Security
Article | August 31, 2023
Explore a curated collection of EHR books while discovering the potential of exploring electronic health records books, empowering individuals to navigate complexities and make informed decisions.
Electronic health records (EHRs) have revolutionized the healthcare industry, streamlining patient data management and transforming how medical information is accessed, stored, and shared. A carefully curated list of essential EHR books can be an invaluable resource for healthcare professionals looking to expand their knowledge and expertise in this rapidly-evolving field.
Explore these electronic health records books that deepen insights and help navigate the intricate world of healthcare:
1. Connected for Health
Editor: Louise L. Liang
‘Connected for Health: Using Electronic Health Records to Transform Care Delivery’ explores the implementation of the world's most extensive non-governmental electronic health record system. The book delves into the far-reaching impact of this system on patient care outcomes, operational efficiency, safety, and patient engagement. Louise L. Liang draws upon valuable insights and lessons learned from the successful deployment strategy, showcasing how these technological tools are revolutionizing healthcare delivery and reshaping the organizational culture within the industry. This comprehensive resource sheds light on the transformative potential of electronic health records, offering a glimpse into the future of connected healthcare and its potential to improve patient experiences and drive positive change within healthcare organizations globally.
2. Hacking Healthcare
Authors: Fred Trotter and David Uhlman
‘Hacking Healthcare: A Guide to Standards, Workflows, and Meaningful Use’ is a concise and insightful book that critically evaluates the US healthcare system's adoption of electronic health records (EHRs) and other IT solutions to meet the government's meaningful use requirements. While acknowledging the tremendous opportunities for IT professionals, it also highlights the significant challenges of overhauling outdated record systems, workflows, and practices. EHR books, such as this one, provide a comprehensive overview by examining the unique characteristics of healthcare settings, exploring the complexities of transitioning from paper to digital records, analyzing billing and payment systems, emphasizing patient engagement through EHRs, and addressing the critical issue of avoidable errors.
3. The Innovator's Prescription
Authors: Clayton M. Christensen, Jerome H. Grossman, and Jason Hwang
‘Innovator's Prescription: A Disruptive Solution for Health Care’ presents a visionary prescription for reforming the ailing healthcare system. The book applies the principles of disruptive innovation to revolutionize the broken healthcare system. It identifies and addresses various symptoms, offering proven solutions that will improve the affordability and quality of healthcare. The book explores how precision medicine can reduce costs and deliver personalized care, how disruptive business models can enhance accessibility, affordability as well as quality, and how patient networks can improve the treatment of chronic diseases. Additionally, it highlights the need for employers to adapt their roles in EHRs to compete effectively in a globalized era.
4. The Guide to the Future of Medicine
Author: Bertalan Meskó
‘The Guide to the Future of Medicine (2022 Edition): Technology and The Human Touch’ is an insightful and authoritative book that examines the transformative power of electronic health records (EHRs) and other technological advancements in medicine and healthcare. The author comprehensively assesses how EHRs have revolutionized healthcare delivery, offering a roadmap to tomorrow's potential. By exploring the integration of EHRs with emerging technologies and trends, such as exoskeletons, social media for medical information, and supercomputers in medical decision-making, EHR books like this one offer patients, medical professionals, and healthcare stakeholders an enlightening and fact-based perspective on how technology can shape and enhance their well-being while preserving the essential human touch.
5. The Digital Doctor
Author: Robert Wachter
‘The Digital Doctor: Hope, Hype, and Harm at the Dawn of Medicine’s Computer Age’ explore integrating electronic health records (EHRs) into healthcare. Driven by compelling stories and astute analysis, the book addresses the challenges and opportunities presented by technology in medicine. It raises pertinent questions about the impact of digital systems on patient care, highlighting concerns such as the loss of human connection and the occurrence of medical errors despite computerization. With clarity and compassion, the author emphasizes the need to understand the transformative nature of technology in healthcare and advocates for its proper implementation to ensure a harmonious relationship between humans and machines.
6. The Internet of Healthy Things
Authors: Joseph C. Kvedar, Carol Colman, and Gina Cella
‘The Internet of Healthy Things’ explores the profound impact of IoT on healthcare, with a particular emphasis on electronic health records (EHRs). This integrated electronic health records book delves into the transformative potential of real-time biometric data in understanding the relationship between lifestyle and chronic diseases. The authors describe the driving forces behind this trend and unveil the business opportunities it presents for various sectors, including payers, providers, pharmaceutical and biotech companies, technology vendors, and innovative newcomers. The book provides insights into consumer behavior, strategies for designing compelling health devices and platforms, exploration of novel form factors for health information delivery, strategic guidance for startups and entrepreneurs entering the connected health market, and interviews with industry leaders and innovators.
7. Electronic Health Records
Author: Jerome H. Carter
The second edition of ‘Electronic Health Records: A Guide for Clinicians and Administrators’ offers medical professionals and administrators a comprehensive grasp of the functionality and significance of electronic health records (EHRs). The book addresses the numerous inquiries when assessing, procuring, and utilizing an EHR system. It is a valuable resource for individuals who remain undecided about investing in an EHR system or seek a comprehensive and up-to-date understanding of the growth potential and associated challenges of EHRs. The book offers insightful guidance and effectively combines written explanations with visual aids such as figures and tables. It is an exceptional resource for introductory courses on healthcare systems.
8. Ensuring the Integrity of Electronic Health Records: The Best Practices for E-records Compliance
Author: Orlando López
‘Ensuring the Integrity of Electronic Health Records: The Best Practices for E-records Compliance’ is a comprehensive guide that emphasizes the crucial role of data integrity in the design, implementation, and utilization of systems handling electronic health records (EHRs). The book highlights the importance of recording data accurately and ensuring its consistency throughout its lifecycle. Providing practical insights and up-to-date information enables a better understanding of the controls necessary for maintaining compliance with EHR regulations. With a specific focus on production and quality control systems in the pharmaceutical and medical device industries, the book addresses the suitability of EHR implementation, risk-assessed controls, and proper handling of EHRs, ultimately emphasizing the criticality of data integrity in ensuring patient safety and regulatory compliance.
9. Electronic Health Records
Author: Richard W. Gartee
‘Electronic Health Records: Understanding and Using Computerized Medical Records’ is an instructional resource for Health Information Management and Health Information Technology programs. Written by Gartee, this electronic health records educational book effectively utilizes EHR in medical practice through practical exercises and activities. Suitable for various educational institutions, the book includes a Student CD with networking capabilities. The ‘Medcin Software’, integrated into the instructors' manual, enhances learning with its multi-user functionality and widespread use in EHR systems. This comprehensive resource prepares students to apply their skills in real-world EHR applications.
10. Electronic Health Records and Medical Big Data
Author: Sharona Hoffman
‘Electronic Health Records and Medical Big Data: Law and Policy’ is a comprehensive book that offers a profound understanding of electronic health record (EHR) systems, medical big data, and the regulatory landscape governing them. It is a valuable resource for students and professionals alike, providing interdisciplinary analysis and insights. The book explores the impact of EHR systems on clinical care and the generation of medical big data, examining their benefits, drawbacks, and the legal framework surrounding their use. It addresses various challenges, including privacy, security, data quality, and analysis. With detailed recommendations for regulatory, policy, and technological improvements, the book emphasizes the vital role of the law in safeguarding and enhancing EHR systems and the medical big data derived from them. Its structure comprises two main parts, focusing on EHR systems in clinical settings and the utilization of medical big data for research and non-clinical purposes.
Final Chapter
This curated list of engaging electronic health records books serves as an essential read for patients, providers, and C-suite executives alike. These EHR books not only unravel the intricacies of the digital age but also provide valuable insights into the evolving healthcare industry. For healthcare professionals, these resources offer a deeper understanding of EHR implementation, usability, and the legal considerations surrounding them. Additionally, professionals can leverage the knowledge gained from these electronic health records educational books to navigate the complexities of integrating EHR systems within their organizations, driving strategic decision-making, and ensuring the delivery of effective and compassionate healthcare services. By embracing the transformative potential of these EHR books, informed by the wisdom shared within them, healthcare leaders can forge a path toward a more efficient, patient-centered, and technologically-advanced healthcare system.
Read More
Healthtech Security
Article | November 29, 2023
NIS2 Cybersecurity Rules Approaching: Is Your Organization Prepared? The EU NIS cybersecurity regulations are evolving for 2024, and if you’re not currently aware of how they’ll apply to your organization, now is the time to get up to speed with the desired requirements. Not only is the directive being tightened, but an extended range of healthcare and related organizations will be added to the list of ‘critical entities’ that must comply. These include certain medical device manufacturers, pharmaceutical companies, and organizations that carry out R&D. The Network and Information Systems (NIS) standards were set up in 2016 to protect essential services – such as water, energy, healthcare, transport, and digital infrastructure – from online cyberattacks. The updated legislation, NIS2, will have stricter rules,reporting requirements, and higher penalties for non-compliance. They will apply to medium-sized and large businesses that operate within one or more EU countries. Those based only in the UK can’t sit back; however, the original NIS regulations will still apply as part of British law. What’s more, a UK version of the rules is coming very soon, and it’s likely that the framework will closely resemble the EU’s. What will the requirements cover? There are a number of cyber risk management measures that all organizations that come under the scope of NIS2 will be required to put in place. For instance, they will need to conduct regular security assessments and risk analyses, adopt incident response and handling plans, and appoint a chief information security officer (CISO), among other obligations. The new directive will streamline and strengthen incident reporting requirements. Entities must notify regulators of any incident that has compromised data or had a significant impact on the provision of their services, such as causing severe operational disruption or financial loss. Applying information system security policies and business continuity plans will form part of the obligations, as will conducting cybersecurity testing and training for all staff. The use of multi-factor authentication (MFA) and encryption, wherever appropriate, will also be mandated. There is plenty of focus within the directive on the cornerstones of cybersecurity best practices particularly, the proper control of administrator-level account credentials, privileged access, and endpoints, all of which are prime targets for attackers. Under NIS2, organizations are being separated into ‘critical’ and ‘important’ entities. It’s important to determine which category yours’ will fall under, as each has different requirements. The third-party threat will also be addressed in NIS2 by pulling in managed service providers (MSPs) to the list of ‘critical entities’, with the aim of keeping digital supply chains secure. MSPs are often granted privileged access to clients’ corporate systems and networks, which creates security risks. What are the consequences of non-compliance? Organizations that come under the regulations’ purview will be subject to random checks, regular security audits, on-site inspections, and off-site supervision. For those found to be in breach, sanctions could include warnings, temporary suspension of certain activities, and temporary prohibition to exercise certain managerial functions. Financial penalties could be as high as 10 million Euros or 2% of an organization’s global turnover, whichever is higher. What steps should healthcare organizations take now? Organizations should take action to establish whether the EU or UK NIS2 regulations will apply to them and what their responsibilities will be. Having identified any gaps in existing cybersecurity processes, policies, and practices, they must determine what changes need to be made to address them. As a priority, they must review their incident response plans and incident management and reporting procedures. It’s also a good idea to begin assessing the security posture of partners and third parties in the supply chain and incorporating relevant security requirements into contracts. Given the framework’s focus on protecting privileged admin accounts, organizations should implement controls limiting the number of staff members with these robust credentials. Implementing privileged access management (PAM) will allow IT to control who is granted access to which systems, applications, and services, for how long, and what they can do while using them. Preparing for the introduction of the EU NIS2 regulations should be considered more than just a compliance exercise. By meeting the strengthened requirements, healthcare organizations will be building a foundation of resilience that protects them, their customers, and the essential services they provide.
Read More