Article | January 29, 2021
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
• 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.
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.
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.
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 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.
Article | September 9, 2020
© 2019 American Cranes & Transport Magazine.
Moving over-sized, over-dimensional loads during the day is no easy task. Adding darkness and poor visibility to your trip adds numerous hazards that must be thoroughly identified and mitigated.
When planning a specialized transportation project, there are three primary objectives:
Ensure the safety of the transport crew and the general public.
Protect the integrity of the cargo and transport equipment.
Protection of Infrastructure – roads, bridges, traffic control devices, utilities and the like.
For the most part, specialized carriers perform night transports to reduce the impact on day-time commuter traffic. Route challenges – construction, road closures, lane crossovers, bridges and other obstacles – are often better solved at night. Police and utility support are often more readily available at night.
Night transport hazards include employee fatigue, slowed reaction time and poor visibility for both the transport crew and motorists. Decreased visibility increases potential for trips, falls, runovers, back overs and equipment strikes.
It can’t be emphasized enough how critically important it is to ensure that all transport crew members have had adequate rest for these projects. Workers need complete rest before the transport takes place. A fatigued worker is a danger to himself as well as his fellow crew members. And while impaired drivers can be out on the streets during the day, there is often an increased number of these drivers on roadways at night.
Limited visibility is a given when it comes to night-time transports. Limited visibility increases the chance of going off route and striking objects, and the transport driver’s maneuverability and reaction time maybe be reduced. Road conditions can abruptly change during a night-time transport. Therefore, it is critically important to know the route and to have drivers run it in advance. Statistically speaking, accident frequency increases when the transporter goes off route and attempts to correct itself. While providing the necessary lighting to make night transport is important, artificial lighting can pose visibility hazards, especially to the drivers. Other hazards may include bright work lighting that produces glare.
OSHA has identified the “Focus Four” accident events that make up the most serious injuries and fatalities in the construction business. They are also known as the “Fatal Four.” Many carriers have had employees injured in the past as a result of one of these four incidents.
Caught-in-between hazards are injuries resulting from a person being squeezed, caught, crushed, pinched or compressed between two or more objects or between parts of an object. This is also referred to as “pinch points or entrapment.” As the transporter navigates its designated route the landscape is continuously changing. It is imperative that all ground crew members maintain situational awareness and not place themselves between the moving transporter and fixed objects such as guardrails, parked vehicles, buildings, etc.
Struck-by hazards are injuries produced by forcible contact or impact between the injured person and an object or piece of equipment. There are many potential struck-by hazards. Guide wires that must be raised can snap and strike workers on the ground. Tag lines should be used to control loads. The primary purpose of using tag lines is to control the load but more importantly give the worker a safe buffer distance away from suspended and the uncontrolled movement of these loads.
Fall hazards are anything that could cause an unintended loss of balance or bodily support and result in a fall. To prevent fall hazards all workers should have either fall prevention or a means of fall protection in place. As a rule, 100 percent tie off is required when using a fall arrest system (FAS). FAS’s should be thoroughly inspected before each use.
Electrocution hazards result when a person is exposed to a lethal amount of electrical energy. Maintaining minimum approach distances (MAD) is a critical safety practice. As everyone knows, equipment does not have to physically make contact with energized equipment or lines to cause serious injuries and even death. Electrical energy can “jump” from lines into equipment that has encroached the Minimum Approach Distance based on its voltage.
As noted above, it is critically important to ensure that crew members have had adequate rest and are not fatigued. Night transports are difficult enough, and the last thing you want to introduce are tired and fatigued workers. Being fatigued creates a risk for anyone who undertakes an activity that requires concentration and a quick response.
All companies should have an “Hours Worked Policy” that clearly spells out the number of hours allowed to work before a mandatory rest period. This policy should ensure that the transport crew has had adequate rest during day, that a fatigue assessment is conducted on all team members, that crews are never allowed to work double shifts and that employees are prohibited from driving long distances to return home.
Dealing with darkness
Visibility and slowed reaction times should be a part of the project planning. A limited amount of ambient light that only projects upward and outward impedes vision and increases blind spots for drivers. Lights cast shadows, increasing the potential for slips, trips and falls.
All transport moves should establish pre-planned Emergency Action Plans. When an emergency occurs, time is of the essence and can mean the difference between life and death. If it is a long-distance move the emergency numbers and first responder information can change. Crews should know when it’s time to seek emergency “safe harbor.”
When approaching overhead obstructions such as guide wires, electrical lines, communication lines and overpasses, travel speed is of utmost importance. Again, pre-route surveys provide advance knowledge of obstructions. At night, visual identification of roadway obstructions is reduced and delayed and last second reactions to oncoming hazards can lead to accidents. Support personnel in bucket trucks also have the challenge of reduced visibility.
In darkness, overhead hazards often require more utility support for height clearances, which means the need for raising energized lines, lifting traffic control devices, trimming tree limbs, releasing tension on guide wires, removing highway signs, repositioning street lights and raising railroad crossing arms.
Traffic control can also create hazards. The general public may ignore pilot car lights at night, so it’s often advisable to also use police escorts. All support vehicles and trucks should be properly marked and equipped with strobe lights.
The configuration of the transport system can also be a hazard. Navigating sharp turns or crossovers is greatly reduced based on the length of transporter. Snake-like maneuvers of trailers pose an increased risk.
It’s important to never allow personnel to take shortcuts by walking through or under transporter while it’s in motion. Stop or have the worker go around.
The transport crew must always maintain “situational awareness” to prevent being in line of fire or entrapped between moving and fixed objects.
All the equipment used in the transport must be deemed safe. You should have procedures to conduct thorough assessment of all new equipment.
Ensure machine guard devices are in place especially around moving components.
Provide secured areas using catwalks/railing system.
All steps should be designed with slip resistant material.
Ensure that all deck openings are properly protected and covered.
Components that hydraulically extend and retract should be clearly posted with DANGER signs.
Roadway conditions are always a bigger concern at night. Assess weather conditions prior to start of the project and don’t take chances. A “Go – No Go” criteria should be developed for each project. Once the decision is made to transport the load there is no turning back. Changing weather can cause the transporter to lose traction. Underpasses that are shaded during the day will likely freeze up more quickly. If the temperatures drop significantly during the move, equipment performance may be affected – especially those with hydraulics.
Because the reaction time of the transport crew is reduced, speeds are often reduced, causing potential for curfew violations. Boarding and deboarding the transporter increases risk for slips and falls. Other potential road condition hazards include grade of road, width of road, shoulder surfaces, railroad crossing clearances and bottoming out, overpasses, tight and narrow turning lanes, parked vehicles and frequent grade changes.
Crew prep is essential and should be a part of the job plan and job training. The team should be briefed each day to identify the responsibilities of all crew members. The crew should know it is empowered; everyone has the authority to stop the transport if something looks unsafe or when someone is unsure. In the event of a complication, crews should be informed of how to regroup and formulata mitigation plan. There should be an established means of communication that is limited only to transport issues. Most importantly, crew should embrace these words: When in doubt, call time out!
A Task Hazard Analysis (THA) should address all scope of work activities, identify hazards and have a mitigation plan for each, clear channels of communication, the traffic control plan and an “Emergency Preparedness Plan.” And finally: Know the route; ride the route and expect the unexpected.
Edwards Moving performs a night move using it’s Goldhofer Faktor-5 transport system.
Keys to a successful night transport
Early planning and attention to detail. Anticipate roadway hazards such as guardrails, poles & hydrants that pose obstruction with travel path or turning radius.
Preparing a detailed traffic control plan.
Thorough due diligence throughout scope of work.
Established contingency plan for equipment.
Article | April 7, 2020
The last time the world experienced a pandemic on the scale of COVID-19 was the Spanish flu pandemic from 1918 to 1920. All told, 500 million people were infected, and an estimated 35 million people succumbed to the virus. That’s because over a hundred years ago, the medical technology needed to fight that disease was non-existent. There were no lab tests to isolate the virus and no vaccines to treat it. What medical experts did enforce back then were the closures of schools and public places. Citizens were told to stay indoors and were advised against close contact with other people. Instead of placing the thermometer under the tongue or in the ear, the operator simply scans a person’s forehead to obtain an instant temperature reading without any physical contact.
Article | February 19, 2020
The term, “The Cloud,” has become so commonplace that one might ask: “What does it mean and what value can it bring to a healthcare organization’s electronic health record (EHR)?” Without getting too technical, Cloud is a model for delivering IT resources. According to the National Institute of Standards, “Cloud computing is a model for enabling ubiquitous, convenient, on-demand network access to a shared pool of configurable computing resources … that can be rapidly provisioned and released with minimal management effort or service provider interaction.” That is a straightforward definition. There are in fact three service layers, five essential characteristics and four deployment models inherent to the definition. Most healthcare organizations would use the “Private” deployment model. Cloud is a natural evolution in computing brought about by evolving improvement in connectivity and data storage capabilities as a result of improvement in technology. Cloud computing is not new and has existed in many forms over the past 40 years. Remote job entry was the definition in the 1970s and in the 1990s it became “outsourced infrastructure.”