No doctor recommends the same treatment for all patients. No doctor prescribes treatment without running the right tests to reach the correct diagnosis.
When a health IT firm shows signs of sales pain and marketing sickness, wrong market and messaging symptoms typically manifest. Healthy marketing that delivers sales wellness and vitality is a simple formula:
RIGHT Market > RIGHT Message > RIGHT Media
If any of these marketing functions are out of balance, sales will suffer.
With today’s health IT buyers conducting 60% of buying decision research before involving a salesperson, a deep understanding of health IT buyer personas is a must.
Without testing messages in your market, it’s difficult to properly diagnose your sales pain. Testing buyer personas is the scientific marketing approach to achieve branding and positioning health.
A Proven Process Leads to the RIGHT Marketing Diagnosis
The approach is disciplined yet agile and flexible in practice.
It starts with a thorough understanding and review of the your brand and position, and buyer personas. Information, opinions, research and perspectives about your products/services and buyers are gathered.
An intensive half-day session with your key leaders is conducted. During this session, your customer profiles are identified. Long- and short-term sales objectives are discussed. Consumer insights, perceived client needs, barriers and expectations, competitive landscape, as well as your current sales and marketing approaches are examined.
Next, buyer story lines—what your health IT decision-makers need and want to inform their buying decisions, and how you can deliver it—are tested.
Testing buyer personas is all about focus, transparency, collaboration and iteration. From the beginning, the process builds marketing into your product with laser-focused ideas and tactics. Buyer persona testing takes your product past the point of simple brand perception to bake in long-term brand engagement. The results are two-fold: sales and daily, intimate experience between product and user.
Buyer Persona Testing Results in Buyer Story Lines: Customized Market and Message Diagnosis
Buyer story lines are expressions of success and value, told from the perspective of your clients based on the following elements:
- The buyer’s situation,
- The dilemma the buyer faces,
- The aspect of your brand that will help their lives,
- The specific benefit emotionally and logically that will solve their dilemma.
With the collaboration of your team marketing leaders, 8-12 buyer story lines are created, expressed verbally and visually in a “board” format.
Talk with a marketing professional
Invest 15 minutes of your time on the phone. We’ll help you pinpoint what ails your branding and positioning. You’ll discover how the value of a strong, integrated brand and positioning stops sales pain. You’ll come away with simple prescription Action Steps for immediate sales pain relief.