quiddity hit mkt_content_effectiveness_final

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Health IT Marketing Content Effectiveness Survey A look at how hospital executives use health IT vendor-generated content for decision-making

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Page 1: Quiddity hit mkt_content_effectiveness_final

Health IT Marketing Content

Effectiveness Survey

A look at how

hospital executives

use health IT

vendor-generated

content for

decision-making

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The health IT marketplace is a unique, dynamic and highly

competitive environment. Very few target audiences are as

skeptical and disillusioned. Very few products have a life and death

impact. Very few markets or solution offerings are as complex.

Health IT companies generate a ton of content for prospects and

customers along a very long sales cycle. Considering the budget

and resources allocated to creating all this content, the big question

is: how effective or compelling is any of it? With little room for

waste in today’s marketing budgets, it’s time to take a hard look at

the content we spend so much time and resources developing.

That’s why Quiddity conducted a survey with 100 hospital

executives on LinkedIn, through online surveys and telephone

interview to better understand the perception and role of vendor-

generated marketing content in decision-making, as well as identify

key challenges and opportunities. The results are interesting, and

the trends very strong and consistent with larger research studies in

other industries.

Randi Rossman Founder & Chief Marketing Officer, Quiddity Marketing

Introduction

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Write an introductory sentence and use bolding here . .

Lesson 1: Something here

Finish with something like first let’s talk about the challenges facing

What You’ll Learn in This eBook

OVERVIEW

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I wish more vendors would focus less on all the marketing hype, and instead provide us with material that will help set priorities, build internal champions for initiatives and understand best practices for mitigating risk and successful change management.”

Hospital CIO

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0% 10% 20% 30% 40% 50%

Brochures

Website

White Papers

Conversations with Sales &Executives

Case Studies

What vendor generated marketing material

most influences your Health IT

purchasing decisions?

Hospital executives do not find most

marketing collateral useful or

relevant for making purchasing

decisions. The reasons why were

investigated in this survey.

The leading vendor-generated

influencers for health IT purchasing

decisions are executive/sales

conversations and case studies,

followed by the vendor’s website and

white papers. Note that not one

hospital executive were influenced by

brochures.

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Write an introductory sentence and use bolding here . .

Lesson 1: Something here

Finish with something like first let’s talk about the challenges facing

What You’ll Learn in This eBook

HEALTH IT VENDOR

COLLATERAL

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I don’t understand how so many vendors say the same thing and think they are so different. If you are different, then give me an example of what I can do with your solution that I can’t somewhere else . . . And don’t make me work so hard to get the picture of the value of taking on a new initiative.”

Hospital CEO

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Why don’t brochures influence

your purchasing decisions?

“Brochures a credible source of information for purchasing decisions? Not at all. Who writes these things anyway, and why do they bother?”

CIO

Brochures

The key reason that brochures do

not influence health IT purchasing

decisions is that the messages and

content are undifferentiated – they

all sound the same.

Hospital executives also believed

that brochures are so broad and

vague that they don’t provide any

valuable information, and

particularly called out vendors for

their “marketing hype.” 0% 10% 20% 30% 40% 50% 60%

They are marketing hype

They all sound the same

They make unsubstantiatedclaims

They provide no valuableinformation

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66%

CASE STUDIES DON’T PROVIDE MEANINGFUL INFORMATION

32%

CASE STUDIES SORT OF PROVIDE MEANINGFUL INFORMATION

2%

CASE STUDIES DO PROVIDE MEANINGFUL INFORMATION

“I do skim over health IT vendor case studies. Most don’t provide much useful information, but they do at least tell me who their customers are.”

CMIO

Case Studies

In spite of being considered the

most influential tool in the

marketing collateral toolbox, case

studies don’t deliver meaningful

information for purchasing decision-making.

Do case studies provide you with

meaningful information for

decision-making?

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0 10 20 30 40 50 60

Nothing, vendor materialis never credible

Focus on what theproduct does differently

Best practice focusinstead of product

Focus on the customerinstead of the product

Case Studies Case Studies

Hospital executives overwhelmingly

agree that case studies that focus

on the customer and best practices

instead of the product help them

make purchasing decisions. Very

few found product differentiators

helpful.

The good news? Hospital

executives do believe vendor

marketing material can be credible

and valuable.

“””If you want me to seriously consider taking on a new initiative, then I’d like to see more peer-to-peer content, like we see at conferences.”

VP Patient Safety

How can health IT vendors make their

case studies more useful for

purchasing decision-making?

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White Papers

0 10 20 30 40 50 60 70

Understand the product better onceI've narrowed the field

Understand how I can be successfulimplementing a solution

Form the strategy and/or solutioncriteria

Understand the need for consideringa particular type of solution

Think about a problem in ways Ihaven't before

“I’m hungry for knowledge, but don’t expect me to plow through 20 pages of dense writing that doesn’t teach me anything new.”

CMIO

While many vendors create white

papers in the hopes of generating

demand or leads, hospital

executives tend to find them more

useful much further in the sales

cycle.

Hospital executives tend to view

vendor white papers as long-form

brochures that do a decent job of

providing deep details of a product

or solution.

They typically don’t find vendor

white papers make an effective case

for changing the status quo nor do

they use them for developing their

strategies.

White Papers

Vendor white papers provide

information that allows me to:

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Write an introductory sentence and use bolding here . .

Lesson 1: Something here

Finish with something like first let’s talk about the challenges facing

What You’ll Learn in This eBook

HEALTH IT VENDOR

WEBSITES

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I would think that vendors have an incredible opportunity to build a valuable source of online information. After all, they seem to spend a lot of money on their websites, and they should have a good view of what’s needed and how to address challenges from their customer base. But it’s all the same stuff. And I often have to hunt to understand what they offer.”

Hospital CIO

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Very valuable

Very valuable

Very valuable

Very valuable

Very valuable

1 2 3 4 5

Not Valuable

1 2 3 4 5

Not Valuable

1 2 3 4 5

Not Valuable

1 2 3 4 5

Not Valuable

1 2 3 4 5

Not Valuable

Yes 62%

No 21%

Maybe 17%

How valuable is the online information vendors provide for the following purposes:

Define a previously unrecognized need

Identify the right type of solution to meet that need

Determine the criteria for choosing the solution

Research which vendors offer the solution we decided to invest in

Determine which vendors will be considered for RFP

Would you be more likely to engage a vendor that’s provided quality online information?

“I am well aware that any content on a vendor website is biased. Still, I would imagine they could be a valuable source of information. Yet most

vendor websites all sound alike, and provide very little thoughtful insight.

VP Operations

Hospital executives believe they

would show preference for a vendor

who delivered quality online

information.

But are not often finding quality online

information from vendors. Just as

with vendor white papers, most

websites are too product focused.

Websites

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Websites “Most vendor websites are overwhelming and do not tend to provide any

relevant information. I’m not going to hunt for the information I need. It makes me wonder – if the usability of their site is so bad, how could the

technology they are selling be much better?”

CIO

What challenges do you find with

health IT vendor websites?

0% 10% 20% 30% 40% 50% 60% 70% 80%

Hard to get the big picture of thesolution

Overwhelming amount ofinformation that is not put in

context

Does not provide me with tools tochampion solution in my

organization

Often seems more focused on beingclever than providing me with

information

Health IT vendor websites present a

confusing array of content that is not

meeting the information needs of

hospital executives.

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Websites “Vendors don’t seem to understand what it takes to start an initiative internally. I need help championing solutions.

CNO

What would you like vendors to do with their

websites to provide more value?

Executive prospects would like to see

vendor content on their websites

organized better.

An additional opportunity for vendors

is to provide tools that allow

prospects to champion change and

new solutions within their

organizations.

Focusing on how existing customers

have addressed the risk and obstacles

inherent in implementing the solution

is top on the requested content list,

yet very rarely provided. 0% 20% 40% 60% 80% 100%

Showcase how they mitigate riskand overcome obstacles

Provide tools that help me make thecase within my own organization

Organize the information better

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Write an introductory sentence and use bolding here . .

Lesson 1: Something here

Finish with something like first let’s talk about the challenges facing

What You’ll Learn in This eBook

HEALTH IT VENDOR

SALES ENGAGEMENT

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The best vendor salespeople fight for me, and bring together all the people and information required to help us move forward with a decision. That said, those folks are few and far between. Too often the people that contact me from vendors are really off the mark. I don’t need someone who so obviously doesn’t understand my needs in my face pushing products.”

Hospital CMIO

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Sales Engagement “In all honestly, vendor salespeople would be better off putting down the

PowerPoint and just talk to me.”

CMIO

Do you feel vendor salespeople meet your

needs during your buying process?

The perception of sales effectiveness

was inconsistent among hospital

executives – it depended on the

vendor and the particular salesperson.

The chief complaints about vendor

salespeople were lack of knowledge

about the prospect’s needs, and often

a lack of knowledge about their own

company’s products.

A key complaint was the inconsistency

across different vendor

representatives – they could get

multiple stories, facts and advice,

depending on who they talked to

within the vendor. That raised red

flags with the executive prospects.

53%

SALESPEOPLE OFTEN DON’T MEET OUR NEEDS

31%

IT DEPENDS, SOME SALESPEOPLE DO AND SOME DON’T

SALESPEOPLE OFTEN DO MEET OUR NEEDS

16%

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Write an introductory sentence and use bolding here . .

Lesson 1: Something here

Finish with something like first let’s talk about the challenges facing

What You’ll Learn in This eBook

CONCLUSION

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Most vendors are falling short on providing relevant, meaningful

content to their prospects. Chief complaints include:

• Too much marketing hype

• Information that was too vague

• Loss of credibility due to so many vendors making the same

claims of “uniqueness”

• Lack of relevance

• Lack of truly educational and informative content

• Not meeting the informational needs of all the members of the

buying team

• Information is too long

• Content does not address the questions they need answered to

make effective purchasing decisions.

NEXT STEPS:

Want to know what you can do about addressing these challenges?

Quiddity Marketing will be releasing a series of PLAYBOOKS that will

improve your Health IT marketing effectiveness. Subscribe to the

Story to Sale blog to be kept informed about the release.

Conclusion

Health IT vendors currently have

a huge opportunity to

differentiate themselves by filling

the gap between the information

healthcare executives would like

to receive during the buying

process vs. what they are

receiving.

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Write an introductory sentence and use bolding here . .

Lesson 1: Something here

Finish with something like first let’s talk about the challenges facing

What You’ll Learn in This eBook

ABOUT QUIDDITY MARKETING

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Randi Rossman

Randi is Founder and Chief Marketing Officer for Quiddity Marketing. With over a decade of in-depth Health IT experience as a marketing leader at McKesson and Microsoft’s Health Solutions Group, Randi combines a passion for the promise of health IT with marketing excellence. Randi's career is defined by her relentless search for fresh marketing strategies that solves business problems. With a background in both marketing and sales, Randi takes a broad approach to building strategies and programs that accelerates the sales cycle, builds bridges between sales and marketing teams, and encourages audiences to take action.

About “Randi is a talented marketer and strategist with a wealth of experience in the healthcare IT industry.”

Zach Mortensen (formerly) Product Manager, Microsoft Amalga

©2011 by Quiddity Marketing LLC

Quiddity Marketing develops marketing strategies,

programs and content that connects the dots

between the story and the sale.

Through messaging that resonates, persuasive

content, sales enablement and demand generation,

Quiddity accelerates revenue generation by

engaging the customer in the right way at the most

opportune time.

For more information, email

[email protected] or call 425-591-2612.