Blog
7 Ways to Use Customer Personas
Healthcare vendors know they need customer personas, but they aren’t sure what to do with them. So here are 7 ways to use customer personas …
Here’s Why Boring Works Best with Health System CEOs
Beware of marketing agencies telling you to use ads and SEO to land hospital clients. Because boring works best with health system CEOs …
The Trickiest Part of Customer Research
The trickiest part of customer research is getting people to think like their customers. Here are some pointers that can help …
Secrets of Ethical Healthcare Marketing
Marketing should always be honest – and that goes double in healthcare. So here are the secrets to ethical healthcare marketing …
5 Steps To Great Testimonials from Health Systems
Health systems want to hear from other health systems. So here are five steps to getting great testimonials from your health system customers …
Are You Making It Impossible For Health Systems To Trust You?
Health systems risk a lot with new vendors. So ask yourself, are you making it impossible for health systems to trust you?
Why Health IT Marketing Falls Flat
Want a better ROI on your marketing? Here are the most common reasons why health IT marketing falls flat – and what you can do about it …
What If You’re Mistaken About Your Biggest Selling Point?
Healthcare businesses can be mistaken about their biggest selling point. Here is how that happens – and what to do about it …
Marketing To Health Systems In Financial Crisis
Marketing to health systems in financial crisis takes some finesse. So here are some tips for your sales and marketing teams …
How Healthcare IT Can Stand Out From The Competition
Healthcare IT can stand out from the competition with just a little research. Here are three questions to help you set your company apart …
How To Stop Sounding Like A Corporate Healthcare Drone
To stop sounding like a corporate healthcare drone, talk to your customers using the words that make the most sense to them …
What Should You Do With All That Customer Research?
Customer research needs structure, so use elevator speeches, talking points, and web pages as frames to highlight your message …
Here’s What Healthcare Vendors Miss in Their Customer Intel
You need more than a superficial understanding of your customer’s job. So here’s what healthcare vendors miss in their customer intel …
Is Your Customer Afraid You’ll Make Them Look Bad?
Take the pressure off a nervous prospect by naming the problem, giving them an out, and making them the hero …
Beyond Evergreen Content: Making Timely News Sing
A focus on timely news can bolster your relevance. So go beyond evergreen content and start sharing timely news, research, and policy …
Top 3 Ways Sales Enablement Tools Help Healthcare Vendors
The one who wins the deal is usually the one who was best prepared. Sales enablement tools help make sure that person is you …
What’s Your First Impression?
Once you nail down your tone and messaging, the rest of your campaigns will fall into place …
You Should Definitely Outsource Your Win/Loss Interviews
Before you turn to your in-house team, here are three reasons why you’ll get better results if you outsource your win/loss interviews …
3 Reasons to Do Win/Loss Interviews
Whether you win a deal or lose a deal, win/loss interviews can give you insights you can’t get anywhere else …
5 Times to Update Your Sales Battlecards
Sales battlecards need to be kept current or they lose their value. Here are five times to update your sales battlecards …
What Goes on Sales Battlecards?
Find out what goes on sales battlecards. Then use these five crucial components to help your sales reps steer deals to a successful close …
3 Essential Uses for Sales Battlecards
Once you’ve created your battlecards, here’s how to use them to strengthen your sales team and improve your company’s bottom line …
Is the Great Resignation Hitting Your Marketing Team?
If the Great Resignation is hitting your marketing team, you want to catch it before it affects your bottom line. Here are a few options …
Why Your Sales Team is Worried
Your sales team is worried because they think marketing takes too long. Find out what you can do to help them trust your marketing team …
I Just Need 26 Hours in a Day, Please
Sometimes you outsource because you lack the skills, sometimes it’s because you lack the time ..
Maybe You Don’t Want Your Patients to Leave You a Google Review …
If this is how you run your practice, maybe it’s best you don’t ask your patients for a Google review …
Have a Young Marketing Team? Read This …
Young marketing teams don’t know what they don’t know. That’s why it pays to have someone experienced there to balance things out …
The Secret to Success in Healthcare
There’s a secret to success in the healthcare world. Find out the two things every healthcare vendor needs to be successful …
How is Competitive Intelligence Used in Sales?
Find out how to translate competitive intel into deliverables that directly support your sales team – and improve your bottom line …
What Healthcare Leaders Need to Know about Competitive Intelligence Research
Competitive Intelligence research refers to collecting data on your competitors so you can keep a step ahead …
How VOC Research Can Help You Outshine the Competition
VOC research helps you stand out from the competition by making sure your customers feel you “get” them. See how it works …
How to Reach COVID Anti-Vaxxers
A recent study shows why blaming COVID anti-vaxxers for vaccine reluctance is a mistake – and gives ideas for a better approach …
The Surprising Difference Voice-of-Customer Research Makes …
Voice-of-customer research ensures that you are leading with what is most important to your customers. Find out how it works …
A Simple Way to Increase Sales …
Healthcare sales should never feel pushy. So, if selling is making you uncomfortable, take heart with this simple way to increase sales …
When All You Hear is Crickets …
There are usually two reasons why a campaign falls flat. Here’s what to do about them …
How Do You Get the Attention of a Big Health System?
To get the attention of a big health system, learn everything about their workday and then offer them something truly helpful …
So You’re Working on a Shoestring …
If you’re working on a shoestring, you want to know how to grow your business when you don’t have any money. Well, here’s how …
What Would Your Customers Say?
Surveys try to find out what your customers are really thinking. Here’s what you need to know to do them right …
How Do You Find Out What’s Most Important to Your Customers?
To grow a business, you need to know what’s most important to your customers. Discover the method I use with my healthcare technology clients …
3 Things Doctors Need to Know When Launching a Medical Device Company
There are three critical things that doctors need to know when launching a medical device company. Find out what they are here …
A Surefire Way to Improve Your Marketing ROI
A marketing audit is a surefire way to improve your marketing ROI. Here are the top three ways a marketing audit can get you the results you need …
Don’t Make this Mistake with Your Marketing Audit
Does your company want to do a marketing audit? You will want to avoid these pitfalls of conducting the audit in-house …
Top 5 Times You Should Do a Marketing Audit
Marketing audits provide the critical information your team needs to achieve your goals. Find out the top 5 times you need to do a marketing audit …
Why the MD Loves Your Pitch, but the CFO Hates It
In healthcare, you talk to people in many different roles. So, if doctors love your product but the C-suite doesn’t, here’s what you’re doing wrong …
To CEOs Who Want a Quick Way to Measure Marketing Impact
How do you know if your marketing campaigns are working? What if you don’t have analytics tools? Here is a quick way to measure marketing impact …
Advice to CEOs who Want Success in the Healthcare Sector
Here is my advice to CEOs who want success in the healthcare sector – your marketing team needs to have clinical experience …
5 Ways Healthcare Companies Can Stand Out from the Crowd
There are numerous ways healthcare companies can stand apart from the crowd. Find out what makes you distinctive. Here are 5 options to get you started …
Does Your Website Confuse People?
A website can easily go off the rails without a marketing strategy. Here are some common problems to watch out for – and what to do about them ….
3-Step Game Plan to Getting Great Leads at Healthcare Trade Shows
Getting great leads at healthcare trade shows is not magic – it just takes a little planning. Here are the 3 steps you need to leave each show with a list of solid leads …
A (Better) Way to Go after the Competition
Too much focus on the competition can be bad for business. Here is a better approach – one that lets you go after the competition and win …
The Secret to Knowing Exactly What to Say to Prospective Clients, Investors and VACs
Find out the secret to knowing exactly what to say to prospective clients, Investors and value analysis committees …
7 Ways to Market Your Medical Device before You Launch
Launching a new medical device? Make the most of the product development phase – find out 7 ways to market your medical device before you launch …
3 Clues Your Healthcare IT Start-up Strategy Has a Problem
If you say these 3 things in your healthcare IT start-up strategy, it’s time to rework your approach to lead generation. See what to look out for …
How to Be a Great Podcast Guest
Podcasts are valuable thought leadership opportunities. Get the most out of your next interview with these 15 tips on how to be a great podcast guest.
4 Powerful Ways to Show ROI in a Healthcare Setting
Demonstrating ROI in a healthcare setting requires a coordinated effort between your marketing and sales teams. These 4 tips will help your team demonstrate your ROI – so you can close more deals …
Social Media in the Age of MIPS
Social media in the age of MIPS means health systems and providers need to start building relationships. Learn how social media can offset, or enhance, your MIPS score – and how it’s different from what you’ve been doing …
How Could We Repurpose Malls for Population Health?
Malls are closing all around the country. If we repurpose malls for population health initiatives, we can improve our health and revitalize our communities. Find out how …
7 Laws of Truly Disruptive Healthcare Technology
These 7 laws provide the guiding principles of truly disruptive healthcare technology – so you can revolutionize the healthcare system …
How to Demo Your Product to Doctors
You have a great product – but that doesn’t mean you have a great product demo. Learn how to demo your product to doctors more effectively …
3 Reasons You Should Never Copy Your Competitor
You are not your competitor – find out why copying their campaign will never be a strategy for success …
Here’s Why Healthcare Vendor Success is Not about ROI
Healthcare vendor success is not about ROI. To build trust with your prospects, you need to really listen before you ever mention numbers. Here’s how …
The Ultimate Guide to GDPR for U.S. Healthcare Vendors
The GDPR also impacts American healthcare vendors. Find out what you need to know …
5 Signs You Aren’t Ready to Sell to Hospitals
Healthcare entrepreneurs often mistake passion for strategy – and that won’t fly when you sell to hospitals. Here are 5 signs you aren’t ready yet …
EHRs Without This Are Doomed
Now, more than ever before, EHR vendors need to know what sets them apart. In marketing, we call that the “value proposition” – find out why you need one …
The Lazy Marketer’s Secret to Stellar Customer Engagement
No tools for split testing? No time to pour through the data? This lazy marketer’s secret will help you improve your customer engagement …
How I Learned My Outbound Marketing Strategy Converts 36%
B2B companies need an outbound marketing strategy. Track the right data and you can measure your success. Here’s what I did …
The ABC’s of Healthcare Vendor Marketing
Audience, buyer journey and campaigns are essential components of healthcare vendor marketing. The trick is to make sure they are working together …
17 Healthcare Vendor Marketing Questions You Need To Ask
Successful healthcare vendor marketing means keeping an eye on your data and campaigns. Here are 17 questions to help you keep pulling in great leads!
5 Easy-To-Fix Marketing Mistakes That Cost You Leads
Here are five common marketing mistakes that cost you leads – and what to do about them.
How to Interpret Marketing Data Like an Epidemiologist
Learn how to interpret marketing data like an epidemiologist. Understand the basics of sample size, bias and confounding on your data analysis.
How to Drive Leads at Healthcare Trade Shows
Healthcare trade shows are a huge investment of money and time. Learn how you can leave each show with solid, high-quality leads – and a happy sales team.
Beware: The Healthcare Technology Marketing/Sales Divide
Healthcare technology marketing is often confused with sales, resulting in lost opportunities. Learn 6 signs you are losing sales to this common mistake.
I’m a healthcare tech marketing consultant. Here’s when to fire me.
A healthcare technology marketing consultant can help you grow your business, but you still need to keep your eyes open. Watch out for …
7 Ways to Improve Website Lead Conversion
Here are 7 ways you can start to improve website lead conversion. Learn how to increase your conversion rate today!
How to Calculate Customer Acquisition Cost
Track marketing costs to see how much you spend to get a customer. Learn to calculate the Customer Acquisition Cost for each of your marketing programs.
How Do You Pitch an Article to a Trade Magazine?
Learn how to successfully pitch an article to a trade magazine. Take charge of your media pitches with my free email templates and pitch tracking sheet.
What Does Your Target Audience Want?
Learn to understand what your target audience wants – and get a free, downloadable guide that shows you exactly what to ask them.
Healthcare Tech Companies Need To Stop Talking About This
Healthcare tech companies get trapped talking about new features. Find out what to do instead, so your company can leave the competition in the dust.
3 Hidden Costs of Marketing Automation
There can be hidden costs in marketing automation software that can take you by surprise. Learn what they are and what you can do about them.
5 Red Flags Your Marketing Team is Burned Out
Creativity is a good barometer of whether your marketing team is burned out. Here are 5 ways to tell if your marketing team has a problem.
So Your Boss Got These Purchased Lists …
The first time I had a boss ask me to import a list of trade show registrants to our database, I was pretty confused. The whole idea of marketing, I futilely tried to explain, is opt-in. People get to know you and like you and choose to receive emails from you. Yea, you can imagine how well that went over.
How to Integrate Marketing Automation with Business Development
Getting people to visit your website, sign up for events and download reports is great. But, unless you integrate all that hard-earned lead generation with your business development processes, you are going to lose sales. Marketing automation is an essential tool for coordinating lead nurture all along your funnel, from marketing to business development to sales. To do it right, though, there are several questions you are going to have to address along the way.
Key Performance Indicators: Program Cost-Effectiveness
Key performance indicators on Program Cost-Effectiveness show exactly which programs are successful and which program channels are worth more investment.
Key Performance Indicators: Customer Cost & Value
Key performance indicators for Customer Cost & Value tell you how much a customer is worth to your company and what it costs to convert them.
What You Need to Know about Key Performance Indicators
Track the right KPIs to know whether your marketing dollars are being invested wisely and which programs and channels are no longer worth the investment.
How to Troubleshoot a Lead Tracking Error
Are my PPC ads worth the money? That was the question on my mind. The situation was a company that had recently increased their daily budget on Google Adwords and wanted to know if the investment was paying off.
Tips for Creating a Lead Scoring System
Marketing automation software inundates businesses with reams of data. A lead scoring system makes that data manageable and helps you qualify each lead. Here’s what you need to know.
Why Inbound Marketing is Not Enough
I love marketing automation, but some marketing automation vendors would have you believe that inbound marketing is the only approach that works anymore and that outbound marketing is no longer effective. Baloney.