HealthTech Content

If you understand your audience, you can nail the messaging. If you nail the messaging, you don't need fancy language. "Wordsmithing" is just another word for "fluff." It won't get you the results you're after. Build a strong foundation first. The right words will follow. https://lnkd.in/gPyxbMSq #contentmarketing #contentwriting #content #HealthTechContent

Qualitative > Quantitative And the Super Bowl can prove it. Consider this idea: Romantic couples attending the Super Bowl together. We could survey every person going to the Super Bowl, asking whether or not they're going with a partner. We could ask how long they've been together. Are they married or just dating? Are they parents, too? Etc., etc., etc. These are reasonably good questions. And we'd get firm numerical answers. Yay. But what value do those numbers provide marketers? A starting point. That's about it. In order to properly target and message people with an offering relevant to this audience, we'd need to know more about the details of their relationship and why they chose to attend the Super Bowl together. Do they BOTH enjoy football? How in love are they...really? What role does football play in their romantic history (if any)? Why go with each other instead of a friend? Etc., etc., etc. We can learn a lot more from these types of questions. This is where great marketing comes from. Not the numbers. Full stop. Armed with qualitative data from answers to questions like these, consumer brands targeting "Super Bowl couples" could decide if event marketing at the game is worth considering. For example... ?? Tiffany & Co. — for impromptu proposals ?? Cabela's — for friendly wagers on the game ?? Polaroid — for capturing their special moments Once a campaign is launched, quantitative data comes back into play. That's when numbers play an big role in validation and iteration. Overall, I like quantitative data. And I rely on it every day for things like... Ideation, validation, tracking, measurement, etc. Numbers are great for lots of things. But without the qualitative gold, marketing's potential is limited. ?? : This is not the Super Bowl. /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience so you can sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech

What do the Beatles, Frozen, and Taylor Swift have in common? Maybe more than you think. I majored in Sociology for my undergrad. And this is the single biggest takeaway from everything I learned: Quantitative data IS NOT ENOUGH by itself. Qualitative data is absolutely essential. Especially for marketing. Even with the best analysis, numerical data is merely a guidepost. It can’t tell the whole story. Its very nature prevents it. It simply can’t uncover the details and emotions that great marketing requires. That’s why it must be paired with QUALITATIVE data for the best results. The grey, squishy qualitative data provides the details we need. It illuminates the emotions that drive decisions. It’s where the foggy becomes clear. For example: Audience surveys can offer some high-level insights. These might point us in the right direction. But it’s the audience interviews that provide the details we need for powerful marketing. Yes, we still need hard stats. But they aren’t enough on their own. Dig into the squishy qualitative data to get the best results. Quantitative + Qualitative They are most impactful when used together.? Like John and Paul. Like Elsa and Anna. Like Taylor and Travis. See? I told you they all had a lot in common. ?? (Full disclosure: I had to ask Google who Taylor Swift was dating.) /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience so you can sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech

Sure, audience research is great. But what kinds of questions should you ask? In both surveys and interviews… the most common advice is to ask open-ended questions. Not just “yes or no” questions. The idea is to let people elaborate. That’s solid advice. I follow it all the time. However... ...I also employ that advice selectively. It’s not always the best option. Sometimes, closed-ended questions are the way to go. I see two main benefits of closed-ended questions: 1?? Direct, definitive answers to acute uncertainties. 2?? Supports a conversational approach. Take a look at these examples: “Will your team be at Conference ABC?” ?? Direct answer: You get a direct "yes or no" and better understanding of their priorities. ?? Conversational follow-up: “What’s your plan to make the most of it?” or “What will you do instead?” “When will you start preparing for impending regulation XYZ?” ?? Direct answer: a clear timeline indicating their awareness and prioritization of the new rule. ?? Conversational follow-up: “Good to hear. What’s the first step you'll take?” “Are you currently using XYZ functionality?” ?? Direct answer: A hard "no"—or emphatic "yes"—can say a lot. ?? Conversational follow-up: “What do you like about it?” or “Why not?” TL;DR Mix up question types to make the most of your audience research. You’ll get the specific info you need and more from your efforts overall. And more generally... Don’t take blanket advice. (Not even when it’s good.) ??

SOLID GOLD! Well…if you know where to look for it. You’ve spent years developing your product. Creation, testing, refinement, iteration. All of it based on what users need most from you. In other words, you already have a mountain of audience research. Use it. Consider these suggestions to repurpose that research for marketing. ?? Make copies You still need it for your product work, so it’s best to leave an unaltered version. ?? Reorganize for marketing Move it to the right systems and apply the info to various stakeholders. ?? Identify the gaps See what’s missing in the research, discover which questions to ask. ?? Close the loop Place mechanisms within the product research workflows that answer your new questions to preemptively fill the gaps in future research efforts. To be clear… Your marketing needs more than product research can offer. But it’s a good starting point, Especially for teams with limited resources. Think you’re “not ready for marketing?” Maybe you are. /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience so you can sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech

Don't be authentic. That implies less effort. As in, "Stop trying so hard" or "Just be yourself." It's the wrong approach for lots of B2B brands. Especially in health-tech marketing. Really, it's probably bad advice all around. Instead of authenticity, push for SINCERITY. Be confident in who your brand is. Stand firmly *with* those you serve. Make the effort to truly mean what you say. It's harder than "letting go." But it's more likely to build meaningful connections. And remember, connection comes before conversion. /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience to sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech

Forget "internal champions." You need a "screaming monkey." ?? Using the term "champion" is a mistake. It's (yet another) jargon term that's lost its meaning. It gets thrown around so carelessly these days. And it's damaging how we think about this crucial role in our sales process. Instead of "champion," try "screaming monkey." Yes, it's more fun. But that's not the point. What matters is that it punctuates the important job this person does for your sales process. Your screaming monkey has a hard battle to fight on your behalf. They're busy and stressed. But they still find the time and energy to push your solution forward. The bureaucratic red tape. The corporate BS. They'll do it all. For your product. It's a really, really big deal. They deserve our support and recognition... ...and a proper name. So, let's give these folks the moniker they deserve. It doesn't have to be "screaming monkey." It doesn't even have to be an animal. (That's just my preferred choice.) Just make it something meaningful, powerful, and gratitude-inspiring. Then, get to work giving them as much support as you can. Because they deserve (and need) that even more. /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience so you can sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech

Why did the turkey cross the road? Because it thought it was a chicken. Terrible joke, right? But I love it. Because the ultimate "dad jokes" are the ones we learn from our kids. Happy early Thanksgiving to those who celebrate. If you need me over the next couple of days, I'll be playing with toys and laughing about things I don't actually understand. PS - Bonus points if you can name the "turkey" in this gif. He's my favorite fowl. /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience so you can sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech

AI is not a selling point. Please stop putting it at the top of your home page. These pics were all taken from health-tech home pages. Prominently displayed for all to see. And they communicate so little. While also annoying visitors. Yes, AI is amazing. But, sadly, it's also jargon. It's generic, fluffy, and...easy. It feels good when we use it in our marketing. But it's not good for our audience. They aren't hoping for great AI. They want a specific problem fixed. If that comes with AI, cool. If not, that's fine, too. They're indifferent (at best). So, why put it at the top of your home page? That's not serving you well. In fact, you're likely losing would-be converts. AI is your "how," not your "why." Save it for feature descriptions and lower-funnel collateral. Don't put it on the top of your home page. If for no other reason, do it so you can stand out from the countless companies who've done exactly what I advise against. /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience so you can sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech

When companies tell me their messaging is on-point, but then I see their home page. /////??/////??/////??/////??///// ?? Hi, I’m Doug — Founder and CEO of?HealthTech Content ?? I’ll help your health-tech brand connect with your audience so you can sell more and grow faster. #messaging #contentstrategy #contentmarketing?#healthtech