Marketing to healthcare is HARD. Healthcare organizations are naturally risk-averse and skeptical. For stakeholders in these organizations, making the wrong buying decision can incur grave consequences, as such they approach vendor selection with utmost care and thorough evaluation.

However, despite being critical buyers and professionals in their various fields, healthcare stakeholders are still humans. They care about marketing that establishes trust and value first.

How do you lead with value? Content.

Content is the bedrock of effective healthcare technology marketing.

Not any kind, but content that is deeply rooted in the needs and pain points of the target audience.  

What keeps these hospital and health system solution buyers up at night?  Does your content establish emotional connection with these healthcare personas? How do you tailor your content to the challenges and goals mentioned in publications such as Becker’s Healthcare, Health Leaders, AHA and HFMA?

Today’s hospital and health system executives are more participatory in the research; they want to SELF-SERVE most of their buyer journey. Bad content that lacks depth and reads like it can ‘use extra research’ turns them mistrustful of working with you.

But, delivering content that combines subject matter expertise with in-depth research, and demonstrating the HOW and WHY behind your solution, you can earn their trust and attention, and inspire them to take action—become paying customers.