Wednesday, April 12, 2017

30+ Bits of Wisdom on Healthcare Personas, Customer Journeys & Targeting from HITMC Event


healthcare buyer personas customer journeys hitmc hitsm
          
This post provides info about healthcare information technology buyer persona, customer journeys and information about targeting those in the healthcare market. It is the second post in a series of posts. You can find a summary of all past and pending post here.

The information in this post was culled from tweets shared during last week’s Healthcare IT Marketing Conference event. As noted in previous posts, I sifted through hundreds of tweets containing the #HITMC hashtag to pull out what I think may be useful to those operating in the healthcare IT space.

A lot of the information, ideas and opinions presented below will be discussed during the #HITsm chat this Friday, April 14th, 2017 at 9:00am PST where the theme will be Healthcare Content Creation for Audience Economy.

Healthcare Buyer Personas & Customer Journeys
Tweet
Handle
#healthIT buyers on panel are using #contentcuration (aka keywords) over favoring certain publications.
@amyinmaine
#HealthIT buyers say they talk to others beyond the list of references that is provided. The solution should match their workflow
@rn_solutions
Can't force a #healthit purchase before it's time. May plant a seed however with marketing emails etc...
@amyinmaine
Conference booths side by side can help me determine who can do what. Sometimes we discover what we need here. Healthcare buyer
@sarahbennight
Every customer touch point is opportunity to establish trust or distrust. Keep them on your trust track w/ the right type of content.
@mmorris135
Find harmony in brand touchpoints. @jacirusso https://t.co/jJdwfuaH6i   
@david_c_clifton
From #healthIT buyers: Most likely to read an article that has a catchy headline & first 2 lines tell how article will help/educate.
@mmorris135
Here's one of a bajillion examples of a Buyer Journey Map: https://t.co/ZOfBmWYCMU   
@shimcode
How does your tech compare to other industries outside of healthcare? Healthcare buyer
@sarahbennight
In session on sales alignment at #HITMC Talking buyer journey map. This PR person says what's that? #learning
@amyinmaine
Missed the Science of Healthcare Journey Mapping at #HITMC? Download the free eBook here: https://t.co/L5Fy7iw4g4  https://t.co/HkUgL3zK0a  
@shawngross
Sales cycles for #HIT products are extending past 24 months. We need to get speedier in order to survive. via @CSlocumb at #HITMC.
@cqmarketing
Social Media isn't about broadcasting. It's about having a dialogue with your buyers that fosters an emotional connection.
@liz_carroll24
Some struggle with creating personas. This is an excellent case study of how to get it right. #socialListening #hcmktg https://t.co/PD3G2Kt3dQ  
@rn_solutions
The best 9 minutes you may spend on marketing this week: "How to Align Email Marketing to Buyer’s Journey" https://t.co/g2yhrqoUxU
@shahidnshah
We check references beyond the ones you give us Healthcare buyers.
@sarahbennight
We value onsite visits as part of our buying process.  Healthcare buyer
@sarahbennight
What buyers want: "Higher quality lower volume". Be authentically educational. Show how you can help them. Give a unique perspective.
@rn_solutions

Targeting Those in the Healthcare Market
Tweet
Handle
At a time of constant #change, we can help you get the attention of the hospital C-suite https://t.co/hDRdVpmTtM  @HITMarketingPR https://t.co/kFXgH3r8WN  
@ahahealthforum
Audiences aren't all the same. Know ur audiences 
@david_c_clifton
Build me and build a relationship with me. Don't try to sell me right off the bat!
@erinewold
Customer love: There's always some other option you customer can use. The relationship is everything.
@mi_turnaround
Do we really know what our clients need? Or are we guessing and selling our guesses (paraphrased)
@@ShahidNShah
Doc on #HITMC panel says please don't stop by my office to sell... do other docs agree? Let us know @solutionreach
@leachatham
Docs ARE checking out vendor booths at medical conf. Target messages for results. 
@david_c_clifton
Entrepreneurs are special thinkers and require a unique perspective https://t.co/rVS0STZ2DP  
@chints2
Epic Failure! The Disconnect Between #SoMe and Sales @ContentCarnivor https://t.co/uR4NJCgoTO
@bfmack
Healthcare customers do not want another mobile app. They want UI/UX to disappear into workflow 
@chints2
Many doctors, nurses, front desk staff, etc are suffering needlessly because they don’t know that there’s a solution to their problems...
@cert_e_support
Next doc on #hitmc panel says build relationships with me. Do other docs agree? Let us know @solutionreach
@leachatham
Respect hierarchy "If top person says no don't email their direct reports. Guess who gets those emails fw to them?" Brian Rosenberg
@colin_hung
Stop dropping by my office for 5min of my time but talk for 15min...they won't be invited back. Be respectful of my time Dr Hoer
@colin_hung
What we are seeing from vendors is 1/2 tech, 1/2 biz services
@ssfraser
Wonder how many vendors forget all it takes is a quick search on Google to find clients. Can't hide behind references @sarahbennight
@colin_hung
You can't buy a customer's attention. @jacirusso
@david_c_clifton
You can't tell [your audience] how to feel! @jacirusso
@marsinthestars

Share Your Insight!

Come join the #HITsm chat this Friday, April 14th, 2017 at 9:00am PST and share your insight.

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