Communicating the true value of healthcare technology
When creating healthcare marketing content, it is often tempting to focus on a product’s features and specifications. After all, to make an informed purchasing decision, care providers need to know exactly what a new solution is capable of. But from a marketing point of view, do extensive lists of features hold the key to engaging, compelling content?
In our experience, audiences value content that highlights the benefits of a proposed solution, not just the features.
To get to that stage, though, you will need to go through the following steps:
- First, identify the most important features of the new solution. What will grab your audience’s attention?
- Next, stop and consider exactly how these features will benefit customers. Will they make work easier by streamlining processes, for example? Or support more complete patient data records? Or make the hospital experience more comfortable for patients?
- Finally, use this information to develop persuasive arguments that could help you to seal the deal. Show how features address specific challenges, rather than focusing on the virtues of the company that developed them. Customers want to know what’s in it for them!
By following this approach, you can prove to your audience that the product is worth more than the sum of its parts.
There’s a broader emotional aspect to consider, too. In the race to embrace innovations, it is easy to overlook the overarching goal of the healthcare industry. In healthcare, perhaps more than any other industry, technology has the power to change lives – or even to save them. And ultimately, every one of us may one day come to rely on these technologies to look after us or our loved ones.
To communicate the true value of healthcare technology, we need to establish this emotional connection. In 2016, for example, researchers at Harvard Business Review (HBR) concluded that “the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs.”
How can we apply HBR’s broad-based findings to the specific challenges of healthcare technology marketing? Simply put, features are only part of the story we need to tell. We need to talk to audiences in a way that connects products to the ultimate goal of delivering high-quality patient care. It’s not about the features themselves; in the end, it’s about the difference those features could make to the lives of caregivers and patients alike.
The right service makes the right healthcare technology even more efficient and beneficial for caregivers. Here’s a video we recently created for Philips Healthcare, which communicated the benefits of a RightFit Service Agreement for each target audience. Check out more examples of our work on our Youtube channel.
Get in contact if you’d like to chat about how we can help you choose the right messages for your healthcare audience. It’s one of our specialities, after all!