It seems like every day there’s a new marketing technology or service. Companies promise superior awareness, higher engagement, and tons of new leads. It’s easy to get swept away by the allure of these new, shiny marketing tools. Don’t be fooled!  When it comes to healthcare IT product marketing, the key to success lies not ..read more

Not all thought leadership content is (or should be) equal. Thought leadership content must possess a level of depth appropriate to the expertise, concerns, and questions of your primary buyer personas. Tailoring your content to specific personas and audiences is crucial for building credibility and creating interest.  Unfortunately, a high percentage of healthcare IT thought ..read more

Trade shows are crucial opportunities for healthcare IT businesses to showcase their products and services. These events generate sales leads through in-person interaction and nurture existing relationships.  While traditionally viewed as “meet-and-greet” events, the exhibit hall has been evolving to offer new opportunities. These events now allow savvy healthcare IT organizations to build awareness and ..read more

Many companies treat customer success as an afterthought. In healthcare IT, where ongoing customer support and relationship building are critical to future revenue creation, this mindset can be detrimental to long-term business success. After all, happy customers don’t just pay their bills. They are strategic assets that can fuel the growth of a business.  Growing ..read more

The healthcare marketing landscape has undergone a remarkable transformation in recent decades. Before, messages were meticulously crafted to appeal to specific target audiences. The message itself was the driving force. Then, marketers distributed the message through various channels. For example, trade magazine print ads, television commercials, and print sales collateral.  The emergence of digital marketing ..read more

In the ever-evolving world of healthcare technology, it’s not uncommon to hear discussions revolving around the latest features of a product. Features do matter. But many people overlook the critical aspect of focusing on the benefits a product offers.  Benefit statements need work, too. Mentioning a product’s benefits include vague statements like “easy to use ..read more

In the world of healthcare IT, ensuring your customers are well-supported is not a nice-to-have. It’s a strategic imperative. Yet, the journey to creating successful product support strategies is complex. The role of product marketing is often overlooked.  Product marketers bring a deep understanding surrounding healthcare customer personas, the problems they face, and the value ..read more

Top 3 considerations when commercializing a healthcare product subject to 510k clearance If you’re commercializing a medical device requiring 510k clearance, you know how tricky and time consuming it can be. Many healthcare IT entrepreneurs focus most of their time, energy, and resources into securing that regulatory “stamp.” They don’t invest in commercialization activities like ..read more

It's important to understand the strategic and tactical role of product marketing in healthcare IT. Consider these key points before your next product launch ..read more

If there’s one thing healthcare IT entrepreneurs love, it’s more tech. The question is, what is worth investing into a marketing tech stack versus what is a waste of time and money?  In the world of marketing automation, there’s no shortage of software solutions. All promise to enable and simplify content delivery and lead generation ..read more