In the hyper-competitive HealthIT market, getting to your target audience within healthcare organizations is critical to success. Cutting through the noise and gatekeepers, however, is difficult. One effective strategy is to partner with an organization that has a trusted relationship with healthcare organizations and collaborate with them to leverage those connections.
The team at the AHA Health Forum has been helping companies for years do just that. I had the chance recently to sit down with Kathleen Wessel, Vice President of Business Development at AHA Health Forum. I asked her about the Forum and what recommendations she has for breaking through the noise in HealthIT.
Kathleen will be a panelist and a sponsor at the 2018 Healthcare IT Marketing & PR Conference.
Tell me about AHA Health Forum and the work it does.
Kathleen: Health Forum is a strategic business enterprise of the American Hospital Association, dedicated to providing insights, resources and innovative services to support our hospital members . This position makes us an indispensable resource for businesses seeking to engage the hospitals we serve.
Can you give an example of how a company might work with AHA Health Forum?
Kathleen: In addition to event sponsorships, conferences, and networking opportunities that connect you with the c-suite, we offer a level of program sophistication and service that isn’t seen elsewhere in the health care space. This includes opportunities such as multi-channel behavioral campaigns to nurture highly targeted audiences, trusted health care data to identify market opportunities, intimate executive events with attendees who have pain points aligned to a vendor’s solution, and lead assist programs to pre-qualify sales ready leads.
What are three things Health IT marketers should do to help identify and deliver messaging to hospital decision makers more effectively?
- At a high level, educate yourself on latest health care trends and challenges. In account-based marketing, know what is important to the hospital or hospital system. Annual reports, press releases and other public information sources provide a good starting point for individual hospitals.
- A closer focus on data can help you learn more about your audience. Leveraging your own internal client data and trusted external health care industry data can lead to breakthrough thinking—helping you grow markets, uncover new opportunities, and can help sales engage in higher value conversations with prospects.
- This brings me to my next point. A solutions provider that knows its audience inside out can use this intel to make content that is relevant. As health care leaders face unprecedented change, they don’t just need any content, they need quality content and are looking for solutions.
How is Health IT marketing changing?
Kathleen: Marketers have their work cut out if they’re going to get their message and brand noticed by hospital leaders. In the age of content and information overload, to be heard, you have to be credible and intentional. Health care leaders pay attention to information coming from their peers and institutions they trust. This will require marketers to cultivate client champions and integrate their stories and voice into their marketing campaigns. Marketers would also be wise to make investments in co-branding with trusted associations.
Being a “partner” vs a “vendor” is something we hear a lot about in health care, what does that exactly mean? What makes a company a good partner?
Kathleen: Vendors focus on why their solution is best in the category; and if the challenge doesn’t fit, a ‘vendor’ tells the client to change to accommodate their solution. In contrast, a partner understands what is important to the hospital and focuses on how their solution can help the hospital achieve its strategic objectives. A partner will work to adapt to a specific challenge. In addition, the hospital looks at the partner for thought leadership, as a trusted advisor who can help guide them through the changes and disruption taking place in the industry.