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1、A PLAYBOOK FOR STAYING AGILE IN TODAYSCOMPETITIVE LANDSCAPEMODERNIZING YOUR HEALTHCAREMARKETING MESSAGINGForecasted to garner$1.3 trillion in revenue by 2030(CDI),the digital healthcare market continues to grow exponentially.As a part of this ever-changing industry driven by evolving technology,new

2、medicine,and shiftinggovernment policies,it can be hard to keep up.In order to remain agile,successful,and ahead of leading-edgecompetitors,its essential to modernize your approach to healthcare marketing and develop a strategy that stays trueto your audience.To get started,begin with the foundation

3、al step of defining your messaging.Good messaging is an art,but effective messaging is a science.Done right,your messaging should not only be indicative of your brand value but also differentiated,persuasive and proven.To help you,weve created this informative playbook that covers what youll need to

4、 know to create an effective and dynamic messaging strategy.This playbook will deep dive into:How to build or refresh your messaging strategy Key mistakes to avoid in refining your messaging Secrets to creating persuasive messagingREINVIGORATE YOUR MESSAGING STRATEGY1.Contrive Datum Insights Pvt Ltd

5、.:“Digital Healthcare Market is expected to grow at aCAGR of 23.7%&is Expected to cross USD 1.3 Trillion by the year 2030”For help defining your target audience,see How to Create anIdeal Customer ProfileYour messaging is how your organization positions itself and the value it brings to the table.Dev

6、eloping a strong messaging strategy is essential in creating a foundation for your brand and marketing tactics.The wrong messaging canset you down a bad path turning off prospects and wasting precious marketing dollars.But thoughtful,direct,and consistent messaging can resonate with your audience an

7、d move them further down the funnel.Once you know who youre targeting,its time to dig into their challenges.You should identify any pain points your ideal customer might be facing that hinder their ability to achieve their business goals.What are the roadblocks to their success?This could be a varie

8、ty of things depending on their role,seniority,industry,etc.Knowing what your audience struggles with will help you get on their level and create messaging that says things like“I hear you”,“I understand you”,and“I know where youre coming from”.The last thing they want is to be badgered by a busines

9、s that only cares about making the sale.Showing that youre human and treating your prospects that way helps crack the door open.The first step to developing messaging that connects with your audience is to know who youre targeting.This will help you narrow down your larger audience so youre going af

10、ter pros-pects that actually have the potential to convert.While it might seem like a good idea to cast a wider net,it can actually hurt you in the end.Not only will you have a harder time trying to create messaging that caters to everyone,but it can also lead to higher ad spend.KNOW YOUR AUDIENCEID

11、ENTIFY PAIN POINTS AND CHALLENGESHOW TO GET THEREHERE ARE SOME TIPS ON HOW TO BUILD(OR REFRESH)YOUR MESSAGING STRATEGY:DEVELOPING MESSAGING THAT RESONATES WITH YOUR AUDIENCEBRING IT ALL TOGETHERFOLLOW UP WITH BENEFITS MESSAGINGAfter youve identified your audiences pain points,you can move into devel

12、oping benefits messaging.In simple terms,these are key points that demonstrate how your product or service can help solve the problems your ideal customer isfacing.This is future-oriented positioning that shows what the outcomes could be in partnering with your organization.These should answer the p

13、rospects question“whats in it for me?”.By developing clear,intentional messaging and refining it as your business evolves,you can engage with youraudience,provide a framework for creating new campaigns,and push your prospects along in their buyers journey.With a better understanding of messaging and

14、 how to create one unique to your healthcare firm,lets talk about threekey mistakes to avoid.RELYING ON A COMPELLING MESSAGEHERE ARE THREE MISTAKES TO AVOID IN REFINING YOUR MESSAGING:If your team has developed a messaging framework,youve likely done your due diligence and created a narrative that s

15、tarts with your ideal customers biggest pain points and ends with compelling persona-specific benefit messages.The story you tell with this framework not only guides your content strategy but informs the voice behind all your marketingand sales efforts.So how do you make sure the story you are telli

16、ng is not just good,but effective?Although there isnt a definitive formula to ensure your messaging is perfect,there is a science behind strengthening your strategic approach.In developing your messaging framework,you want your template to be as intuitive and clear as your messaging points.Using a s

17、imple template that lists your audience pain points and brand benefit messages,is an easy way to organize yourpoints and present your ideas.However,staying inside any predetermined template may be limiting.Dont be afraid to adjust your current messaging template based on your needs.Are you developin

18、g messaging formultiple different products?Different sized companies?Tailor how your messaging framework is presented to make themost sense for your messaging objectives.Take a step further out of the box and socialize what youve created with people outside of your team.Sometimes ittakes fresh eyes

19、to point out gaps or redundancies in your messaging that you may have overlooked.As Matt Heinz best puts it,the“most compelling messages fail because they arent unique.”Your challenge and benefit message points may resonate with your audience,but have they heard it all before?To stand out from thecr

20、owd of like-minded competitors,you have to challenge the status quo.Think about how you deliver value differentlythan others.Go beyond features and capabilities and showcase how your brand drives business outcomes differently.To compel your prospects to act,you have to take a third-person perspectiv

21、e on your approach to identify yourcompetitive edge.With a compelling and unique message,you have something that both resonates with and intrigues prospects.As a guide for your content strategy,its equally important to share that valuable message with consistency.What does that mean?Consider the con

22、cept“mutually exclusive,collectively exhaustive”or MECE.Used by strategy consultants,MECE is a method to organize ideas in a way that is easy to understand and reiterate to others.To break it down further,you want your messaging points to be(1)mutually exclusive or each distinctive without overlap i

23、n ideas and(2)collectively exhaustive or comprehensive of all possible ideas.In practice,this translates to clearly identifying how your brand stands out from others and the value you deliver simply and holistically.This structure leaves little room for ambiguity and ensures your prospects get the f

24、ull and accurate version of your messaging across all your sales and marketing channels.3 MESSAGING MISTAKES NO ONE TALKS ABOUTSTAYING INSIDE THE BOXMAKE THE RIGHT COMPARISONPRINCIPLES OF HIGHLY PERSUASIVE MARKETINGLike the market and your customer,messaging must be dynamic.With these tips,continue

25、to refine how youexpress your brand without falling into common pitfalls.As you continue to find ways to differentiate your messaging in the healthcare market,lets dive into ways to breakthrough the noise with persuasive messaging principles.Persuasive messaging is the most effective messaging you c

26、an create as measured by its ability to persuade the mostamount of people to buy from you.Use these principles to help you create more persuasive messaging and deploymore influential customer communications content and sales conversations that will enable your team to createand win more opportunitie

27、s.A lot of messaging does not manifest this comparative principle.When you are developing persuasive opportunity-creationmessaging,its not about the value of your solution.Its aboutthe value of the difference between yoursolution and the customers current solution.The reference point for comparison

28、is the customers current solution.On the other hand,when youre developing persuasivecompetitivemessaging,its not about the value of yoursolution.Its aboutthe value of the difference between your solution and the competitors solutions.Here,thereference point for comparison changes to the competitors

29、solutions.Only the difference,or delta,has real value to the customer,and the bigger the delta,the more likely you are to createa business opportunity and get the business.The underlying assumption is that if you can clearly communicate howyour product can help prospective customers solve their prob

30、lems or reach their objectives better than their currentsolution and/or better than the competition,then you should win the business.ELEVATING YOUR MESSAGINGUSE STRONG COMPARATIVE LANGUAGECOMMUNICATE VALUE IN CUSTOMERS CONTEXTHaving clear capability advantages is necessary but not sufficient.Whats m

31、issing is the“so what?”:What does thiscapability advantage mean to the customer?The best way to communicate the value of your capability advantagesis to put it in the context of the business problems you can solve better than the current solution or competition andthe business value you can deliver,

32、over and above the current solution or competition.To help the buyer see the difference between the old way and the new way or the difference between your solutionand the competitors solution,use comparative adjectives such asmore,easier,faster,less,reduce,increase,etc.,inyour messaging.Numerous neu

33、rology studies(used as the basis forNeuromarketing)have proven that the old brain is the truedecision maker,and that the best way to communicate to the old brain is to present it with clear comparisonsbetween opposites such asblack and white,best and worst,fastest and slowest.Thats why great persuas

34、ivecompetitive messaging must include superlative adjectives such asmost,easiest,fastest,least,greatest,only,etc.,where appropriate,to create the highest level of comparison possible.Another strategy to provide greater comparative contrast is to quantify the difference.For example,you can change“red

35、uces costs”to“reduces costs by 15%”and“unmatched performance”to“3x better performance”to create crispcontrast that is easily understood by the old brain.This derivative of the“Make the Right Comparison”principle is used mostly for competitive messaging.Mostcompanies competitive messaging is a list o

36、f the company capabilities and product features.While these capabilitiesand features are fine for descriptive company or product messaging,theyre not effective when you need to createhighly persuasive messaging.This is because a capability or feature by itself has little real value to the customer.O

37、nly the difference between yourcapability and the competitors capability has value.The greater your capability advantage and the clearer you cancommunicate that advantage,the more likely it is that your company will win the deal.DEFINE CLEAR CAPABILITY ADVANTAGESMAKE THE CUSTOMER THE HEROINCORPORATE

38、 LOTS OF PROOF POINTSA lot of messaging repeatedly uses the companys name,and pronouns such as“we”,“us”,and“our”.It is written from the perspective of what the company or product does or can do.Buyers do not care about your company or products;they care about themselves.So,stop making your company/p

39、roduct the hero of the story.Instead,turn your customers into heroes by rephrasing the messaging to use pronouns such as“customers”,“you”,and“your”as much as possible.When you create your messaging with the customer as the hero of the story,the impact of your messaging increases dramatically.You als

40、o enable prospects to more easily visualize themselves using your company/product as a tool to become a hero in their company.The more of these principles your messaging incorporates,the more effective it is.Moreover,since messaging is“the fuel”on which all your marketing and sales engines run,it wi

41、ll also have a big impact on the effectiveness of all your marketing and sales investments.Typical resultsfrom companies that implement great persuasive messaging include:An increase in sales leads and sales pipeline growth of 10%to 20%An increase in win rates of 15%to 30%An increase in market share

42、 of 5%to 10%A reduction in the amount of time marketing spends supporting sales by 40%to 50%Better messaging means better results.Its truly a silver bullet to help you increase market success and gain amore sustainable competitive advantage.Most buyers do not immediately believe your messaging claim

43、s.So,the more evidence or proof points you offer tosupport your claims,the more credible your claims are,and the more your buyers will believe you.The best proof points are customer testimonials,case studies,etc.The second-best proof points are independent third-party organizations such as market re

44、search firms(Gartner,Forrester,etc.),standards boards(ISO,IEEE,etc.),and tradeassociations(Chamber of Commerce,American Management Association,etc.).Your proof points must also provide direct support for your messaging.You must provide proof that your capabilityadvantages are true,that you can solve

45、 the customers problems better,and that you deliver greater business value.WRAPPING IT UPA marketing strategy led by an effective messaging framework can determine how well you resonate withyour audience and ultimately win business.By focusing on such a foundational pillar,you ensure long-termeffect

46、iveness with purposefully targeted marketing and sales efforts.We trust these insights and actionable tips will help your teams gain momentum and the power to moveaway from traditional sales strategies and methods.Once youve dedicated the time to define and refine you ICP,youre well on your way to b

47、uilding your predictable pipeline.For guidance,download the Workbook for PredictablePipeline.This detailed workbook offers the worksheets,templates and frameworks you need to build the 10foundations of that pipeline.It enables your critical next step:Building on your sales and marketing alignment to

48、 create apredictable,reliable pipeline for your organization.THE NEXT STEPFocused on helping clients drive predictable growth via a revenue responsible focus,Heinz Marketinghelps B2B marketing teams elevate their impact and contribution to business outcomes that matter.Their proven Predictable Pipel

49、ine methodology has been successfully customized and implemented atcountless organizations,changing the trajectory of marketing work,careers and lives.The Heinz Mar-keting team is made up of full-funnel experts who speak the language of sales,empowering clients withstrategy and tools for success.Other ways to engage:Contact us:Learn more:Follow us on LinkedIn and InstagramABOUT HEINZ MARKETING