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Content Marketing in Health Tech

Posted by Jaimie Onasch on November 22, 2017 in Marketing

INTRODUCTION

content marketingContent marketing can help grow your company’s brand visibility, build its reputation and draw prospects through your sales funnel. According to Demand Metric, content marketing generates three times as many leads as traditional marketing and costs 62 percent less.

However, a 2016 HIMSS survey on the state of B2B content marketing in healthcare reveals a gap between goals and efficacy. While lead generation was identified as the primary objective of content marketing, only 4 percent of respondents with a strategy in place thought their efforts were “very effective.”

The same study identified the main reasons for this disconnect, including: challenges producing engaging content, lack of content consistency, limited variety and difficulty measuring success. The best content marketing in health tech involves overcoming these obstacles and establishing expertise.

Following are some content marketing tips for health tech companies.

Develop and document a content strategy. As with other forms of marketing, content marketing requires a specific plan of action to be effective. Consider your business goals, target market, audience needs and overall branding initiatives when developing your tactics. Once established, publish your plan and share it with your marketing team. Every piece of content they create must align with your overall strategy.

For example, if your company is focused on brand awareness among primary care providers, your team should create content that is highly tailored to them instead of the industry as a whole.

Create relevant and engaging content. Producing consistent, high-quality material proves to be a challenge for many health tech companies. This is where your subject matter experts (SMEs) can help. They are a valuable, knowledgeable resource that should be involved in content curation and creation whenever possible. For instance, Cleveland Clinic uses its in-house experts to review and approve technical content before it is published on its Health Essentials blog.

SMEs should participate in interviews or brainstorming sessions with your marketing staff, or they could even create content of their own. Before you embark on a strategy, make sure to establish expectations. If you’re conducting an interview, have your marketing team research the topic and create an outline to help stay on track. If your SMEs have a hand in writing, include a disclaimer that their work is subject to edits. Have the SME review the final draft and share feedback with your marketing team to help guide future efforts.

Use appropriate distribution channels. Take advantage of the various digital and social media platforms available to connect with your target market. Remember, it is better to excel at a handful of channels than to be partially present on many. Research where your audience gathers online and go from there. For example, if your target market is primarily on LinkedIn, your team should spend time developing white papers, slide decks and informative articles to help peak interest.

Hashtags such as #HealthTech and #MedTech should be included with your content to make it easier to find. Similarly, your team should join relevant LinkedIn groups to participate in discussions and further establish your company’s brand within the industry.

Health 2.0, for instance, is a collaborative group dedicated to the advancement of new health technologies. Members have access to resources such as global conferences, thought leadership roundtables and leading market intelligence. Innovations in Health is another LinkedIn group focused on improving quality and process within healthcare organizations. Its members include industry experts, consultants, administrators, executives and other healthcare professionals.

Integrate content marketing with sales efforts. Equip your sales team with valuable content to help them establish relationships with prospects, and eventually, convert more leads to sales. Social selling, for instance, incorporates content with the salesperson’s social media networks to help educate potential customers and answer questions before they are ready to buy.

Your marketing team should emphasize the role content plays throughout the buying cycle and provide sales staff with tips about how and when to use it. At the same time, sales staff can provide insight into prospect trends, such as pain points, recurring questions and concerns to help direct content marketing efforts.

Be patient. Content marketing will not produce immediate results. Instead, think long-term when setting your goals and allow 12-18 months to see results. Most B2B health tech buyers need to interact with your content regularly throughout their buying cycle before making a decision.

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers healthcare IT companies and startups services related to media relations, email marketing, investor relations, tradeshow marketing, content marketing and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.

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How to Create a Pitch Deck for Angel Investors

Posted by Taylor Kennedy on November 15, 2017 in Doing business

INTRODUCTION

PresentationAcquiring investments in your company from angel investors can help your health tech startup take its first steps.

According to TechCrunch, investors spend just 3 minutes and 44 seconds on pitch decks. That’s not a lot of time to tell a compelling story.

Here are some tips on how to create the best angel investor presentation.

KNOW YOUR AUDIENCE

Unlike a venture capitalist, an angel investor is investing their own personal funds into a business opportunity, so they typically fund companies that appeal to them individually. This audience is more willing to invest in early-stage, pre-revenue companies, specifically during the last stage of technical development and early market entry.

Be prepared to answer questions such as risks your company faces, what milestones will this round of financing help achieve and how your company plans to scale in the next year. Plan to show angel investors a demonstration of your product or service as it will help answer lingering questions. Although some angel investors may not be as formal as VCs, you should still have a formal pitch deck. After you find out what they specifically want, you can tailor the presentation to their requirements and timeline.

One of the biggest differences in pitching to angel investors vs. venture capitalists is that you as the entrepreneur don’t need to know everything, but you do have to build trust with investors.

REMEMBER: LESS IS MORE

Avoid the minutia and other irrelevant details in your deck, as too many slides can make your pitch long-winded, and your audience may forget the most important information. Be simple and to the point and limit your pitch deck to 10-15 slides, as follows:

  • The first 1-5 slides should explain your company overview, mission, team, problem and solution. For example, how will IDNs benefit from your product or service, and what is the technical expertise of your staff?
  • Tailor slides 6-10 to your market opportunity and how you differentiate from competitors (e.g. use the beacon approach). Be sure to explain why healthcare systems would buy your product or service, show calculations and mention any competitive advantages, such as your IP.
  • The final 11-15 slides should go over your business model, financials and marketing efforts. Make sure you state what the angel investors will get with their investment (e.g. ROI). Although they will be relevant at some point, don’t worry too much about investment provisions such as liquidation preference, drag-along rights and vesting of incentive equity.

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers healthcare IT companies and startups services related to media relations, email marketing, investor relations, tradeshow marketing, content marketing and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.

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Spring Brook Farm B&B Opens Friday

Posted by Taylor Kennedy on November 3, 2017 in Client news

(BURNETT, Wis.)— Spring Brook Farm will celebrate the grand re-opening of its eight-bedroom, 6,400-square foot bed and breakfast with a ribbon-cutting ceremony and short tours taking place 11 a.m. – 2 p.m. Friday, Nov. 3. Attendees should enter the property from Highway I.

“We look forward to providing future customers with a lifetime of memories,” Spring Brook Farm Co-Owner Joan Schmidt said. “Our property is well suited for everyone as we focus on personalized attention in a peaceful, secluded setting.”

The ceremony, which is scheduled for 12:15 p.m., will feature Beaver Dam Mayor Becky Glewen and Philip Fritsche from the Beaver Dam Chamber of Commerce. Attendees can take tours of the available three bedrooms and enjoy light appetizers and coffee.

Schmidt and her husband Bill purchased the historic landmark in January. The property also has a newly painted chapel, which currently hosts weddings, plus a barn, a log cabin, several artesian spring-fed ponds and soon-to-be completed hiking paths.

For more information, please visit www.springbrook.farm.

 

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