Marketing to Health Care Marketers and Providers: 5 Steps to Help Get Your Foot in the Door (and Hopefully Keep It There!)
// By Jeannie Lewis //
If you’re a medical supply company, compliance software manufacturer, or other provider of health care products or services targeted to hospitals, health care organizations, long-term facilities, or other types of care providers, it’s important to understand the current realities of the marketplace so you can position yourself in the best way and strengthen your relationships with current and prospective clients.
Staying Afloat in a Tumultuous Marketplace
While the challenges are big today, so are the opportunities for savvy companies that get it right and can understand—and articulate—the value they bring to the table. To help you find and express your unique niche, it can help to go back to some basic marketing principles to make sure you are relevant and selling yourself in the most effective way.
In 2016, if you’re like most suppliers of services and products, you’re probably competing for limited attention from health care organizations and you’re up against a variety of time-consuming and complicated regulations. In addition, budgets are tight and outcomes are key, so you need to establish your worth right from the start to be relevant and have a competitive edge to get the work or sell the products you represent. You also need to make sure your sales people and marketers are up on the latest news and developments in the field, from understanding the latest concerns about antibiotic-resistant diseases and evidence-based design plans to help prevent the spread of infectious germs, to new approaches to give patients more of a say in their own health care decisions, the emphasis on patient satisfaction surveys, the shifting model of how health care providers are paid, and a growing threat to the safety of patients’ personal information, and much, much more.