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.
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.
"name": "How does health tech marketing become effective?",
"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."
"name": "What is technology bias in marketing?",
"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."
"name": "How to get rid of technology bias in health tech marketing?",
"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."
Article | February 26, 2020
Virtual Reality (VR) has already made big waves in industries from entertainment to fashion and media, but how about an industry that directly affects everyone’s well being and quality of life? While we are only beginning to grasp the full potential of VR for healthcare, the potential applications and supporting data is growing every day. Here are some of the exciting areas of innovation:
Article | February 19, 2020
In healthcare, short-term efficiency means more tasks done, more patients were seen, more tests performed more revenue generated. If this were manufacturing, short-term efficiency would be a perfectly acceptable measure of success. For this approach to providing care, the Lown Institute, a nonpartisan think tank advocating for bold healthcare ideas, honored a group of what they clearly consider rapacious hospitals with the ignominious Shkreli Award. Martin Shkreli, as many will remember, is the widely reviled “pharma bro,” hedge fund manager and CEO who acquired the license to an anti-parasitic drug and promptly raised the price from $13 to $750 per pill. He currently resides in prison.
Article | March 15, 2021
The world is moving towards digitalization in every domain. And now COVID-19 has imposed a need for remote work and communication environments. In that case, healthcare organizations have started utilizing medical software with cutting-edge technologies that could offer mobile health solutions. And they could cater to such needs through a healthcare software development company.
Therefore, the medical institutions must opt for the right healthcare software vendor that is familiar with the new trends in the healthcare sector. Such companies can help optimize digital patient care through health care application development.
Importance of healthcare software development company Or why you need one?
Healthcare software development companies process applications to store, retrieve, and share user data. They are connected globally through cloud services. Partnering with a healthcare software company can avail you of many benefits like:
Better Patient Experience
A professional healthcare software developer can manage your medical software very smoothly and effectively. This could help in delivering better patient experiences. It also enables you to get access to the patient’s information before the appointment.
A dedicated healthcare development company will ensure to deliver faster patient checks with lesser paperwork. The information is filed electronically and considers order prescriptions smoothly.
Easy Scheduling and Maintenance
Healthcare software development services offer a strong scheduling system. It helps in finding out the convenient date and time for the patient’s appointment at their comfort. The medical software is flexible to perform such tasks smoothly. It also solves the issues of overbooking through proper scheduling.
Easy Billing and EHR
Billing is an intimidating task in the healthcare industry. A good healthcare software offers easy billing and EHR facilities. It also helps you automate the processes involved in the EHR model.
Healthcare software development services: Important factors to consider
Focus on usability and ease of use
Healthcare employees have a busy job. So, they prefer a user-friendly and easy-to-navigate interface. Only such an interface could ensure a high user adoption rate.
Additionally, healthcare institutions need to prepare their employees for any changes in their working process that the new software solutions might bring. For that, they need to provide adequate training and support, so that when the time comes, they can derive the maximum advantages out of the software solutions according to Vishal Shah from TatvaSoft.com
Integration with various applications
Various system integration requirements are used to make sure the new solutions work properly with other systems. You should also look further for whether current legacy systems need any upgrades to integrate them with the new solutions.
A professional administration
Access to the data by specialist doctors to update the data is necessary. However, access to the data should be strictly restricted with proper arrangements.
Medical care organizations need proper security measures with laws on data, protection, and other security principles. A leak of patient information is a critical issue that may cause weighty business misfortune. Only the approved staff with rights to oversee the admittance to information and patient records can approach the necessary data.
Development costs depend on the size and complexity of the software or applications which is directly connected to the specific business needs of the healthcare organizations. First, an organization needs to identify key problems that require software solutions.
Also, consider the future IT needs of healthcare institutions such as potential business expansion and its scalability and integration requirements. A mobile workforce can help your organization attain more efficient workflow and enhanced productivity.
Healthcare IT infrastructure
IT infrastructure includes hardware, devices, internet connection speed, and/or mobile 4G connection, and many more. Healthcare agencies need to consider whether such infrastructure will be offered by the development company or if the organization has to use its resources.
While using employees’ resources may compromise security, it is suggested that employees must be given the devices and technologies by the companies. The devices and technology need to be updated on the regular basis.
Questions to Ask Healthcare Software Development Company
We have compiled a list of some questions that could help you get the best and most suitable medical IOS and Android app development partner.
Do you know/understand how HIPAA privacy protection rules might apply to healthcare software products?
HIPAA can be subtle and complicated. Federal and state laws have included HIPAA Privacy, Security, and Breach Notification Rules for the privacy and security protections for hospitals and medical institutions.
There will be many healthcare software developers who won’t be familiar with HIPAA and how it is applied to the products. You must check that out.
Can we sign an NDA?
If your business idea is precious from the IP (Intellectual Properties) perspective then you must ask the app development company to sign the NDA (Non-Disclosure Agreement) before you discuss any details of the project. It is also signed to protect sensitive business details from any third party.
Can I have the contact information of your former clients?
It is vital to have a look at the mobile application development agency before you consider them to hire. However, you won’t get the entire picture and other details but to get that you can ask the company for the contact information of some of their former clients.
Get in touch with their former clients, ask them about their experience working with the agency. The goal is to not only have a great app at the end but also go through an app development process that is stress-free, easy, and enjoyable.
Checking for reviews and references is the key when it comes to hiring mobile application developers.
What is your Software development methodology?
Latest best practices like scrum and agile development are far more reliable compared to conventional methods. Software development companies nowadays practice them to be more efficient and productive. They understand that the market changes quickly and to cope up with it, they need to be capable of adapting to the changes quickly.
How experienced are your healthcare software developers?
Check for the experience of the developers employed by your medical software development partner. They need to be qualified to build medical solutions and deliver them within a predetermined budget and timeline.
How to choose?
Even if you have decided to work with a healthcare software development company, there are hundreds of companies out there, and all claim to be the best in the field. How would you choose the one that can help you achieve your goals?
Analyze their Area of Expertise and their Experience as a Healthcare Software Developer
Quality is the one thing that should be never compromised no matter how complex your demands are. In the software development healthcare industry there are many standards and compliance requirements like HIS and HIPAA that need to be catered to.
Therefore, you need to analyze their area of expertise and their experiences. Only experienced healthcare software vendors can understand and fulfill the critical needs of customers.
However, expertise isn't enough. You also need to look at the certifications to gain deeper knowledge about the healthcare solution developers’ level of professionalism.
Go Through Their Healthcare Software Development Portfolio to Get a Better Idea of Projects and Quality
Go through the portfolio of the potential healthcare software development partner. Look at their past projects in the healthcare domain and check if it matches your requirements. Research about their market reputation and reach as well as find out whether they serve the organizations in your niche.
The key factors to look for in the portfolio:
Types of healthcare software they have delivered in the past
Clients they have served- names, strength, and value
The complexity of projects they’ve handled
The kind of experience they provide to the users
Technologies they excel in
Reviews and Ratings Could Be Helpful
Find out what the customers are talking about this company. Analyze their reviews and ratings. Understand how a particular healthcare software development company deals with their clients and cater to their services.
Carefully Understand their Process
Almost every company has a unique process to provide their healthcare software development services. But all processes generally consists of the following:
1. Requirement analysis
2. Scope freezing
3. Product prototyping
4. Product development
5. QA and testing
7. Post-launch support
These software development processes could follow any approach from waterfall to agile methodology. Know the details of the process from your healthcare software development partner and understand how it aligns with your goals. And never hesitate to clear your doubts.
Know the Cost to Develop a Healthcare Software
Everyone has a budget and make sure you have communicated well about your software development budget with your potential healthcare technology partner. Ask them about the cost to build the software and look for the cost to quality ratio. After gathering all the necessary details, make an informed decision.
Understand the Engagement Models to Choose the Best
Engagement models are the ways of collaboration for the business relationship. You can choose from the following:
A. Turnkey Engagement Model
It is also known as the fixed price model. When you share your demands, you get a fixed quote for the work. This is an ideal model for:
Projects with a well-defined scope
For assigning test tasks to the developers
B. Time and Material Basis Model
In this model, hiring is done based on time and material. A client agrees to pay a hired software development company based on the time the developers spend after developing their products and other relevant tasks. The payments are done according to the mutually agreed hourly rate. The model is suitable when:
Unclear requirements or specifications,
A long-term project with dynamic pricing
The client needs more flexibility
C. Dedicated Hiring Model
As the name suggests, it enables you to hire dedicated resources from the web development company. One can hire a web development company for your project, depending on the number of hours spent by the developers on your project. This model is best suited for:
Clients who are looking for an extension to their in-house team
Those who have unclear project requirements
The hirer is looking for more flexibility
Find out What Does the Healthcare Software Development Company has to Offer Post-launch
You are mistaken if you believe that the healthcare software development cycle ends with the launch of the product. There are chances of hitting obstacles any time and do not forget that the market keeps changing in terms of technology and user demands. This means you might need to upgrade your software or need to add some features to it.
For all such requirements, the healthcare software development agency offers support and maintenance services for a limited time post-launch. There could be specific terms and conditions for it too.
So, before you hire any agency, do not forget to inquire about the support and maintenance services offered by them and its price.
What is the Team Structure that They Would Provide You?
Ask about the team structure offered by the company for your software development project. You can interview a potential team of software developers if you want to. You should do it to assess the capacity of the team. In general, a software development team consists of:
1. Requirement analyst
2. Project manager
3. UI/UX designer
4. Software developer
5. QA tester and engineer
Also, you need to convey your requirements clearly to the software development agency so that they can do justice to your project.
Ability of a Healthcare Software Development Company to Assist You For Expanding Your Software’s Features
The main goal of developing medical software is to increase the efficiency of your operations, automate them, enhance them, and last but not least: offer a better patient experience. Therefore, above all other things, you must check out the ability of the custom healthcare software development company to expand or scale-up the product as per your needs.
Areas of Use
Custom healthcare development is used in the following areas:
Telemedicine is a flourishing branch for custom software development companies in the healthcare business. App development is crucial for telemedicine and healthcare providers because it facilitates teleconsultation and healthcare information. Mobile applications play a key role in sharing medical services and information among patients.
Healthcare portals and patient databases
There is a wide scope for a healthcare app or a patient portal that could compile and store the data categorically over long periods.
This type of storage of health data can be accessible by the doctors in the form of medical records when they are seeing the patient, even if it is the first time. One can pull the data off the EMR and EHR which maintains such a set of data records. To ensure the protection of the data, personal information is kept confidential and only between the patient and doctor, on the portals.
E-consultations and e-prescription
E-consultation is one of the latest practices in digital healthcare services. Mobile apps are developed that are compatible with both iOS as well as Android and are user-friendly.
Such applications enable patients to consult with the doctors remotely based on their healthcare needs and get e-prescriptions as well. They can also get online treatment plans for certain diagnoses through this. The healthcare software developers have similar solutions for virtual billing software and e-pharmacy management.
VR and AR healthcare software development
Since their initial release, Augmented Reality and Virtual Reality have been very helpful in medical care especially in the COVID-19 remote healthcare scene. Ran through a powerful technology stack, AR-VR enables the patient to feel and see how a treatment or a medical device works.
Big Data and AI solutions for healthcare
Healthcare is one of the Big Data industries. It manages the flow of large volumes of medical data daily. To ensure that the collected data is used well, healthcare services are now powered by AI.
Health tracking and fitness apps
Wearable technology is gaining immense popularity these days. The products include smartwatches and bands that could track heart rate, sleep cycles, number of steps walked, and many more. These kinds of applications built by expert healthcare developers are among the most downloaded on the internet.
Custom healthcare software is important for healthcare organizations to make their process easier as possible. The COVID-19 pandemic is further popularizing telemedicine, e-consultation, AI solutions, fitness, and other health applications.
I know choosing a suitable healthcare software development company is not easy, but if you follow the process mentioned in this article, you can get the best and top-rated software developers who create apps for the medical and health care industries.
I hope this article has guided you well to understand better about healthcare software development companies. However, if you have any queries or suggestions, please connect with us in the comments section below.