Health systems lay a lot on the line when they start working with a new vendor. You are asking them to install a whole new platform and trust that it will integrate with their existing technology. You are also asking them to train their entire team to use it. That’s a big ask, and they won’t do it unless they trust you. So ask yourself, are you making it impossible for health systems to trust you?
Case Studies That Skip Ahead
It can be very tempting to cut to the chase with your case studies and start talking about your success. But that would be a mistake. The whole point of a case study is to help your prospective client identify with your previous client. The more they identify with them, the more likely they are to believe you can help them, too.
This means you have to spend time describing the problem. Not a cursory overview, but a few paragraphs to explain the struggle and frustration. The more you can describe the problem the way your prospect would, the more likely they are to feel you understand their situation. (That’s where voice-of-customer research pays off.)
Not all testimonials are equally helpful. The best are specific and sound like a real person. On the opposite side, the worst are general and bland and sound like an AI algorithm spit them out. Too many vendors think a generic “great job” or “good implementation” makes a decent testimonial. But a good testimonial is supposed to help prospects trust you, and generic comments can’t do that.
To improve your testimonials, write down what your customers tell you went well and make that the testimonial. If you use their wording, it will sound authentic and be more reassuring to future prospects.
A common problem healthcare vendors face is when their customers have policies that prohibit them from giving testimonials. This can be very frustrating as, even when you’ve done outstanding work, you can’t highlight it on your website. Unfortunately, a lot of vendors try to deal with this by posting anonymous testimonials. They figure, it’s a real comment about work we’ve actually done, so what does it matter if we don’t tell you who said it?
Well, as it turns out, it does matter. Those testimonials just aren’t as believable when there’s no indication of who said it. The trick here is to give specifics without using names. So, instead of leaving out the attribution, give their title and the type of health system. For instance, “President, Academic Medical Center” or “CFO, 250-Bed Rural Hospital.”
No Hard Numbers
If you are claiming your platform will save money, you need the numbers to back it up. While a lack of hard data may be allowable in a company still in its pilot phase, established companies need to show the math. It can be money saved, hours saved, a calculated ROI, or any other appropriate indicator. But, to build trust, you need to share your results. And be sure to give enough context so that prospects can identify with the problem you helped solve.
Give Them a Reason to Trust You
Health systems take a big risk in working with you, so make it easy for them to trust you. Give them cases studies and testimonials and hard numbers that make it clear why they shouldproof and reassurance at every stage of the customer journey so they can feel confident in you.
Photo by Anthony Roberts on Unsplash.