60% say their winning vendor provided content that made it easier to show ROI.
– 2017 B2B Buyer’s Survey Report
Demonstrating ROI in a healthcare setting requires a coordinated effort between your marketing and sales teams. Your marketing team can produce the content you need – but the sales team needs to help them understand the details of what your end-stage buyer is looking for.
These four tips will help your team demonstrate your ROI – so you can close more deals.
1) Target the End-Stage Buyer’s ROI Questions
The people you are dealing with at the end of the sales cycle are likely very different from the first person who contacted you. As the final decision-makers, they are interested in the details of how your solution will directly affect their organization. While an RN on the floor may have first learned of your solution, it is the Nurse-Manager or CNO who will make the decision to buy.
To address this, create content that walks them through the projected ROI of your solution. Never assume they can make the connections on their own. Show the projected costs of not using your solution, along with the gains of implementing it.
Make sure your marketing team understands the perspectives and motivations of these end-stage buyers. Their questions will likely be far more specific than those from the original contact. For instance, CFOs may want to see 5-year projections while CMOs may want data safety sheets.
By addressing those questions as part of your business case, you show that you understand their needs and are able to address them.
2) Use Graphics and Statistics
Your leads are focused on providing care to their patients. They do not have the time or inclination to research the ROI of your solution. Make it easy for them by creating infographics and visuals that allow them to take in your major points at a glance. For instance, you could:
- Show the cost of not purchasing vs. the projected gains
- Compare before/after measures
- List all the departments that will benefit
- Graph the break-even point of using your solution
- Create a personalized graphic using your lead’s actual data
Use the visuals to underscore your message and ensure your main points jump out.
3) Develop an App or Online ROI Calculator
Help your leads see for themselves what their ROI could be. Use apps or website plug-ins to create quiz-style ROI calculators. Let them input different numbers to see the impact they would have on their ROI.
Even better, go one step further and generate a dynamic report from the ROI results, to be emailed to the lead directly. That way they get a personalized report that fully explains how the results are calculated and where your solution makes its impact.
Walk them through the details – never assume they will put the pieces of your ROI together on their own.
Remember, health systems are very siloed. If your solution demonstrates ROI by working cross-silo, you will have to work extra hard to help your leads see the value of that. Walk them through the details – never assume they will put the pieces of your ROI together on their own.
4) Overhaul Your Case Studies
Too often, case studies tell a story without addressing the ROI. Go over all your case studies and see how they can be tweaked to make your ROI more apparent. In some cases, all you will need to do is pull the ROI numbers into a callout or stand-out graphic. In others, the whole case study may need to be rewritten.
If you work with different groups, such as ambulatory surgery centers or radiology departments, aim to have at least one case study for each group. You want the story of your ROI to immediately resonate with your leads.
Showing ROI is Part of a Broader Lead Generation Strategy
A comprehensive lead generation strategy will address the needs and concerns of leads as they move from initial awareness to buying. If your company lacks content to show ROI, you likely are also missing other key lead gen components.
To remedy that, I invite you to download, How to Become a Lead Generation Machine. It will show you how to apply my lead gen system at your healthcare company.