Healthcare technology companies spend a lot of time urging providers and payers to become “data-driven.” But what about themselves? The fact is, most healthcare tech companies are sitting on goldmines of data that, given a little exploration, could produce intriguing and meaningful insights. In turn, these insights can become marketing and PR gold.
It’s not just analytics companies that have access to a lot of data. Any company that processes digital information in some fashion for its clients presumably has access to sizeable datasets. They are in a prime position to examine this data for patterns and trends.
A clearinghouse for medical claims, as one example, can spot trends in which claim types payers are more likely to deny, and for which reason. In another example, a company with care coordination technology can detect patterns about which health events and conditions require the most collaborative care. And of course, analytics companies have access to any number of data insights.
Once these insights are in hand, how to package them? Here are a few ideas:
A graphical representation, such as a chart or infographic
Industry reports
Byline articles and blog posts
Press releases
Or bundle all of the above into a larger campaign, especially for those data insights that are sure to make industry waves.
Start by capturing the main data points into a graphical format, which you can brand with your logo. Flesh out these findings in an industry report, which you can announce is now available via a press release. Further market the industry report with social media posts of your graphics.
Many tech-enabled companies outside of healthcare already do this and get national news coverage for it.
So, how can marketing and PR departments get these data insights? The answer lies in understanding what kind of data your organization processes, and forging relationships with the stewards of this data. Even one initial project can show the success of these efforts if the findings reap media coverage or increased social media interaction. And success tends to beget more success.
CEOs can also make it part of the data steward job description to share interesting findings on a monthly or quarterly basis.
The point is to remember that data isn’t just an asset for the healthcare tech company’s customer. It’s of value to the healthcare tech company, too; especially for those inevitable times when news is slow. Rather than wait for a big event to promote, shake up the industry with some big findings and make some data-driven news of your own.
In public relations, we work with most of our clients on thought leadership bylined articles. These articles frequently include the client’s opinions, most often about how healthcare provider organizations or payers can improve productivity, efficiency, patient care and other aspects of running their businesses.
In healthcare business-to-business PR, however, we rarely get the opportunity to work with clients who truly want to take a critical stand on an issue, not necessarily political, but one that some readers may interpret as (gasp!) controversial. This is understandable considering businesses often do not want to alienate any potential clients based on their position.
At the same time, it’s a shame because writing opinion pieces generates credibility when the article is carefully researched, speaks from a place of knowledge and experience and is well-written. Opinion pieces also elicit a stronger emotional response in readers and are more likely to be shared online. One study by a marketing research company analyzed the 10,000 most shared articles across the web and categorized them by feelings, finding that “awe” was the most common emotion among the highly shared articles. “Laughter” and “Amusement” were the other top emotions, but that’s not typically our goal with opinion pieces.
The firm’s analysis echoes an earlier study conducted by The New York Times several years ago which asked readers why they shared a story they found online. Among the top reasons was to “bring valuable and entertaining content to one another” and “get the word out about causes they care about.” A good opinion article accomplishes both those goals and can inspire awe or at least a strong sense of admiration in the reader who may share the piece with key decision makers in the healthcare organization. When writing opinion articles, keep in mind the following:
Think of the reader
Certainly, the CEO or other thought leaders at your company may have an opinion about a healthcare industry problem or regulation, but is it what the reader also cares about? If not, the lack of relevance will make for a forgettable article. Instead, determine one of the most common pain points among your customers (and one that your solution may address) and focus on the opinion piece on that issue.
Do your research
Eliciting emotion is crucial for opinion pieces, but the piece will fall flat without the facts to back them up. Opinion articles, like any sort of persuasive writing, need ample statistics from credible sources to support this position. Don’t go overboard, though. Too many numbers may get confusing or cumbersome and may overshadow the story you’re telling and the personality of the writer, both of which must come through.
Establish credibility
The Duke University Communications Office offers a great, quick content and style guide for writing opinion articles. In their tips, they recommend that the writer “play up your personal connection to the readers” to increase relevance and build credibility. For their guide, Duke is referring to local consumer newspapers and publications. For trade and national business media, it’s helpful if the writer demonstrates their deep healthcare knowledge by sharing a bit about their background in the industry, if they have some.
Readers tend to trust people more who have been in their shoes, so showing you’ve felt their pain firsthand can elicit a stronger sense of admiration and drive action. If the writer lacks personal experience in healthcare, describing an anecdote about a client or several clients can be just as effective.
Ruffle some feathers, respectfully
With facts and credibility established, the writer needs to take an unequivocal position on an issue, even if some or many readers will not agree, or even object to it. Taking a bold stance on an issue that is relevant to readers demonstrates confidence, strength and leadership, all qualities that healthcare leaders are looking for in partners. At the same time, demonstrating humility by explaining why you can understand the other side of the issue or the limitations of your position, is also important to show that this is a well-considered position.
Offer solutions
If an opinion article just criticizes and offers no solutions then it is no help to anybody, including your company. Describe at a high level how this issue could be solved focusing on all aspects. It may be tempting to reference your company’s solution at this point, but refrain from self-promotion as much as possible. Nothing weakens the integrity of an opinion article like an obvious sales pitch. Ideally, the content will drive readers to explore your company and download a deeper dive into your solution through a white paper or eBook. The article is meant to highlight the knowledge, expertise and vision of the people behind the solution, which is just as important as the tech.
Use sparingly
Opinion articles may seem risky to some, but with so much thought leadership content available online, it can be difficult to stand out. A strongly held opinion articulated and argued effectively using credible evidence can differentiate the writer above other thought leaders in B2B healthcare, but also help readers see those leaders as people” – and maybe even inspire “awe.”
As a communications agency for healthcare and healthcare IT companies, Amendola Communications has built a reputation for strong speaker applications. Once a speaking engagement is secured, however, the real fun begins: the preparation of the speech itself.
When looking for inspiration in oratory, one doesn’t have to look further than Winston Churchill. (Author Andrew Roberts wrote a lengthy biography recently.) You may be saying to yourself: I’m not making a political speech; I’m not inspiring the British people and the world during the darkest hours of World War II; I’m speaking at HIMSS or another industry event.
Yet the tenets Churchill employed in his speeches have a universal applicability that can help everyone construct more meaningful speeches.
According to Roberts, Churchill drew inspiration from his 1897 unpublished essay entitled, “The Scaffolding of Rhetoric.” That piece identified five elements of successful speeches:
Use the best possible words Churchill believed in short, simple words that convey powerful meaning. He held a great appreciation for words. No doubt, every journalism major remembers her professors’ admonitions to use strong action verbs and nouns and minimize the use of adjectives and adverbs. Unlike some of those professors, however, Churchill did not place a limit on the number of words in a sentence of oratory, provided they contribute to a logical cadence
Listen to the sounds of words and how they influence the human brain. Shakespeare had much influence on Churchill and what he wrote. The latter recommended writing out speech notes and practicing speeches aloud before deliverance. Martin Luther King also understood the impact of sound. To wit: “There comes a time when the cup of endurance runs over and men are no longer willing to be plunged into the abyss of despair.”
Build arguments and evidence into a steady crescendo to help one’s audience arrive at the conclusion. Make sure the speech builds upon its points and doesn’t have too many diversions
Use analogies Churchill believed in “translating established truth into simple language,” Roberts said. This is an effective technique for both speeches and the written word. Put the speech into the context of the larger things in life and give people reason to think about their connections
Arouse emotion Churchill used exaggerated language and hyperbole that did not always sit well with his fellow politicians nor his audiences at large; however, Churchill had a self-mocking quality about him not always realized by his listeners. Like the use of analogies, emotion can “move the human heart” and force people to really listen, and to change their thinking and their lives
Churchill said: “Of all the talents bestowed upon men, none is so precious as the gift of oratory. He who enjoys it wields a power more durable than the power of a great king.” Churchill believed that one needed to cultivate a talent for speaking and to practice it diligently. That’s advice that we can all take to heart.
We work in a niche part of PR healthcare with a heavy focus on technology so as you can imagine we have extremely nuanced discussions about the work that our clients do. This includes how their technology, service or offering impacts the world, what differentiates it from competitors and why providers, payers or employers need this technology.
We spend hours meticulously parsing through the language that accurately, yet simply, conveys what the technology or service our client provides so that our target audience can understand.
Recently though, I have realized that we in marketing and comms tend to turn around and play back the results of our work in the exact same manner but in our own jargon impressions, hits, tonality.
Just a few weeks ago, I was discussing messaging with a client for a new product, and they relayed a point to me that struck a chord for the work we do on both sides of the business. The team said that the clinicians do not want another report that they have to weed through. They want technology, partners and leaders who don’t just shove another report down their throats. They want digestible information that helps them in their day-to-day workflows.
That, of course got me to thinking. I write reports regularly. Reports of media coverage garnered, work done that month or quarter or year, reports on what we anticipate the outcome will be. But am I oversaturating my main audience like healthcare technology vendors are oversaturating clinical teams?
The answer is simple yes.
PR is perceived as the silver bullet that can fix all of a company’s issues. But there are two issues:
1. It is not a silver bullet and there is a lot of work that is needed operationally to turn around an organization, and
What do we as PR professionals do? We flood our market with reports we show how many impressions we may have secured, how one tool shows how the tone of the discussion changed and more.
But what we are not consistently giving is digestible advice on what this means for their day-to-day workflows how should they implement changes, what changes need to be implemented, where can we improve?
While I don’t have all the answers, I am working to improve my reports to provide that quick advice on what needs to be changed or considered to make all our activities more impactful.
How have you altered reporting to make sure your clients get the most of your partnership?
The competition for consumers’ time is more critical than ever as they continue to be bombarded with the “noise” of messaging and advertisements in nearly every facet of life. According to Forbes, the average person is exposed to 4,000 10,000 advertisements each day. Without a strong, compelling message your brand is likely to get overlooked regardless of how life-changing it may be.
Think of your typical day and the amount of noise you encounter whether that be from emails, online ads, social media, commercials, and so on. Likely you along with many of your buyers have started to block much of the unnecessary noise. Many now use DVRs to avoid commercials or have tightened privacy on their social media pages to avoid unwanted ads.
Due to the overwhelming number of messages each day, it is critical that brands start becoming more personalized in their approach. Personalized marketing is not going away any time soon in fact, it is one of the top marketing trends for 2020. Research shows that more than 63% of consumers are highly annoyed with the way brands interact with them and blast irrelevant information.
What’s a personalized message?
The idea of what makes something personalized has changed. A recent survey by Pure360 suggests brands still rely only on basic personalization. Many companies continue to take the lazy approach by simply substituting the consumer’s name into the salutation of an email, while others get overzealous and appear creepy.
We’ve all received those emails that address us by name but have no idea who we are or what we care about. Take, for instance, a male who receives an email, addressing them by name, that then continues to discuss problems during menstruation and how a new sanitary product could change their life. This not only makes the company appear lazy and uneducated but could also damage the brand while wasting both resources and money.
Research shows that 81% of consumers want brands to get to know them and know when to approach them and how. This goes beyond dropping in names, cities or titles to truly engaging with consumers. While this may seem daunting, many marketers have large databases that contain numerous data points across all consumer segments. Unfortunately, many do not take advantage of this data.
Making it personal
The best personalization efforts are when consumers see a brand’s content or messaging in a natural and timely manner. Using the buyer’s or consumer’s past history engagements paired with current activities is one of the best ways to engage an audience. Fortunately, marketers have tools and technology that make delivering dynamic content a reality.
Take for example the future purchasing recommendations that Amazon makes based on what the consumer has previously purchased or viewed. These personalizations are typically more helpful and appreciated. In addition, grocery stores will often send coupons based upon your recent purchases. Lastly, we’ve all been victim of perusing one site and then looking at our Facebook page and seeing ads invade our feed. Brands must be careful with retargeting ads and these type of personalizations, which is why having a clear understanding of the consumer’s history and current activities is critical.
On a good note, it doesn’t even have to be this hard. In 2014, as soda consumption was steadily declining, Coca-Cola came out with its “Share a Coke” campaign. This simple, but extremely effective campaign personalized bottles by printing first names on them Share a Coke with Bethany, Share a Coke with Jeremy, etc. The campaign appealed to consumers because they saw their own name on a big brand. The campaign helped the company grow sales for the first time in 10 years.
Time to get personal
So if you haven’t yet, you better start getting more personal with your buyers or your competitors will. Below are some key considerations for diving into personalized messaging.
Segment your audience. Hopefully you have already done this but as you know not all of your consumers have the same needs nor do they have them at the same time. This is really step 1 before you can begin personalization.
Create content that matters. Not all content is created equal. Consider implementing dynamic content where your buyer can see the right content at the right time.
Give your business a face. Your company should have a human identity is it fun, professional, goofy? Your company must have an identity that buyers can connect with whether you’re selling B2C or B2B.
Make better recommendations. Don’t recommend a vacuum cleaner to someone who just purchased hardwood floors. Know your audience and tell them about products or solutions that they actually could use and need.
Test and measure. You won’t always guess right. Some campaigns will have double-digit conversions while others will fall flat. The good news is most technologies allow you to do A/B testing and will even determine the winner for you before you blast an entire segment with a poorly designed campaign.
There’s no better way to get started than to get started, monitor your results, repeat what works and ditch the rest. Trust me if you don’t do it, your consumers will start identifying and connecting with your competitors, who may already be delivering personalized marketing.
Attention Bill & Ted fans! The news that Bill S. Preston, Esquire and Ted “Theodore” Logan will once again be gracing movie screens with a new film, Bill & Ted Face the Music, has certainly been met with tremendous excitement. Not the least of which is that much of the original cast is coming back.
Now, you can see why Alex Winter (Bill) would, since if I didn’t put it in here you’d probably have to look up who played him. But John Wick, I mean Keanu Reeves, coming back as Ted? Who woulda thunk it?
Yet as fun as it was to watch the dopey duo from San Dimas, California gallivant through time, space and the afterlife, underneath it all there was actually an important lesson that everyone in the business world should take time to remember:
No wait, that’s not it. This is it:
Except for that last part again.
All kidding aside, though, “Be excellent to each other” is tremendous advice. And it applies in so many ways – to the client/agency relationship, to the boss/employee relationship, and even your relationships with your peers.
What does it look like to follow the advice Bill & Ted so eloquently offered? It can be something as simple as saying “please” when you assign a task/give a deadline, or phrasing it in the form of a question (can you get that to me by the end of the day?) as well as “thank you” when it’s done. Even if whatever just got completed is in someone’s job description or your scope of work. A little appreciation, like a little hot sauce, can really go a long way.
Going along with saying “thank you” is remembering to tell someone they did a good job when that is the case. I’ve worked in places (not here at Amendola Communications, thankfully!) where the “good job” was more or less implied because if you didn’t do a good job (or someone perceived it wasn’t a good job) you absolutely would hear “This is (insert expletive here)!!!!” But that’s not the best approach to take.
Instead, say “I really like this” or “That’s great” or something else along those lines providing it’s true. If you like the work of your agency, co-workers, subordinates, bosses, etc. tell them so. Nothing gets people excited – and more willing to go the extra mile the next time – than to feel their hard work is appreciated. If you’re willing to tell someone what they did wrong, you should be willing to tell them when they did something right.
And no, this isn’t that Millennial thing where they require constant praise because they got participation trophies when they were children and it ruined them – a theory I don’t buy into at all based on the Millennials I know and work with. Don’t offer up false praise or else all praise is meaningless. But if you like what someone is doing, or what someone has done, be sure to share that information with them.
Another example of being excellent to each other is being respectful and realistic about deadlines. Some people like to assign short deadlines whether they need to or not because they want to check things off the list. Don’t be one of those.
If you don’t need something until Friday, give your agency or co-workers until Friday to get it done. If you do that consistently they may just surprise you and get it done early anyway. They’ll also be more willing to drop everything when you actually do have an unavoidable short deadline. But if they discover you’re asking for things on Tuesday and not even looking at them until Friday the anger and resentment is sure to build.
And, of course, there’s the whole talking behind people’s back thing. You don’t have to love everyone you come across to be decent to them. Remember that in a lot of cases you don’t really know their story, and what made them the way they are. You just see the stuff they let out in business, or in public.
If you have a real issue with someone (versus a minor, petty annoyance which we can all have from time to time and just have to learn to get over), try to talk to that person about it rather than mumbling about it to others. Maybe that person is unaware of particular habits or quirks and will benefit from the conversation. Or maybe they’ll be unreceptive, but at least you will have tried.
Always, though, keep in mind it’s not just that person. It’s also you and how you react to the person. Then think through which of those you can control and then do something about it. You may find things a bit less irritating, and find yourself able to be a little more excellent to that person.
These may all seem like little things. And they are to an extent. Yet it’s often the little things that make the biggest difference.
The world has always been a harsh place, and in the last few years it’s grown even harsher. The anonymity of the Internet has made it easier for people to be nasty to one another, and the speed and breadth of social media has enabled that meanness to be spread farther and faster than ever before.
Still, you have a choice. You can join the clatter of nasty, or you can follow the advice of Bill & Ted and be excellent to each other.
If we all just try to be a little better, and a little nicer, we can make the world – both the business world and the general world – a much better place.
So what did I miss? What other suggestions do you have that will help us all be excellent to each other? Please share your thoughts in the comments below.
