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.
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"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 | December 4, 2020
Creative thinking explores the wonder world of creation. Creative thinking edit challenges and insert solutions. Thinking is not narrow minded; it is a brood minded side effect. Are you standing still , holding the sign detour? Detour signal and message “ you cannot go pass here.” This message is like concrete to narrow minded thinking.Brood minded thinking says it is another way, I will find it , dismissing blind spots.. Napeleon Hill stressed the importance of ones’ thoughts in his Book Think and Grown Rich. Yes, the drum beat rymthe of the mind is thinking and manifesting an outcome. Napeleon Hill message is to sweep yourself to success, lean on the Bibical scripture” As you think so shall you be” As you think so shall you be amplfies the constant and significant need for growth and expanding. An interesting simple guarantee; a burning desire and an idea survives on the basis of thought, of will, of consistency and of determination. Contary to desire is force of giving up. The giving up force is similar to a ballon that’s blown up , being popped or untied , spilling and releasing out the air that blew it up. While the barriers of thought can spout limits; heels of success potential are unlimited.
Thinking holds and embrace hands with the imagination, knowledge, visions,dreams, goals, wisdom,implementing a plan and an understanding. Consideration must ahere to a pattern of habit conditioning to implement and discover the enlightment engraved in devolping and being mindful of ones’thoughts.
Goals- action based ( preferably written instuctions for best results) providing guidance for a desired outcome. The necleus for goals achievement is : confidence, commitment, clarity, creavity and consistency. Determination, desire and discipline are unstoppable buddies who see each other everyday.This is goal code.
Imagination- imagination confess it is a continious activity seeking expression and is a storage center with creative wonders and unlimited possibilities.
Dream- Dreams are a reflection of a desire begging to be recognize and fillful its purpose.
Knowledge- Learning acquired through process of exposure,training ,education , reading, research or experiment
Vision: reflection or an image created by words. Vision boards are useful and should be accompanied by words to assist in creating a vision. For instance, hearding the words pinkchair will flash an image of a pink chair to your thoughts of a pink chair.
Plan- Plan is a diligent fan of goals. Plan provides instructional and clarity on a proposal; action to be taken and potential of its being productive, profitable and feasible. A plan is mission related, written and allow simple,easy and effective and steps for implementing
What are the influencers and principles that are weaved into creavtive thinking?
Thinking habits- how you see,explain and intrepret
Environment- exposure ,travel, and surrounding
Adversity- solution and problem solving based
Altitude- level of understanding
Knowledge- Learning structure
Experience- practical knowledge gained
Personal Development- promotion of ones’ learning and a concentrated effort to be informed
Do not clog the drain. Thoughts are useful things. Thoughts can nudge you to be creative. Remember information is abundant and thoughts have power to create. “You can be what you want to be, do what you want to do, have what you want to have” Rev. Ike. This idea is associate with creative thinking. Creative thinking is an affirmation for success. It is also stated “ change your thoughts, change your life” Wayne Dyer Think, speak and affirm is a side effect lingering in creative thinking.Creative thinking is the drum beat of the mind. As it is said, Give the drummer some!”So I will so I can” is a mind with thoughts and thinking that erase impossibe.
Think About This- Be creative
Wear shoes that fit
Do not hurt your feet
With sores of regret
Wounds of doubt
And blisters of neglect
Article | February 10, 2020
By definition, precision medicine treats the individual while public health focuses on population-level interventions. While public health and precision medicine efforts overlap, some experts argue that precision medicine advancements fall short of public health goals due to their underemphasis on scalability and accessibility. Digital health can help reconcile this conflict by promoting precision medicine’s goal of delivering the right treatment to the right patient at the right time while improving health equity through scalable, accessible solutions.
Article | March 5, 2020
Most physician outreach now takes place digitally or indirectly. This shift in engagement has made it crucial for sales and marketing teams in healthcare and life sciences (HLS) to be aligned with a unified strategy. That’s what we discovered at League. Founded in 2014, League is on a mission to consumerize health and benefits for employers. We started using Salesforce and Pardot in 2017. Back then, marketing and sales were disconnected, and this was impacting our overall performance in a negative way. Our solution was to develop our first account-based marketing strategy. We saw that ABM was a huge trend, and we loved the idea of choosing a set of target accounts, creating playbooks, and personalizing marketing campaigns to help drive meetings. Here’s how we adopted ABM at League, and the results of our ABM efforts.