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Today’s marketplace is filled with noise. Many Health IT firms react by falling for the Marketing Myth and Hype of Content Marketing, Social Media, and PR. They skip building a Story Strategy. Since they jump into tactics before constructing a strategy, they default to what they are comfortable discussing: their technology. This tactical approach to marketing ignores the problems and desires of the buyer. It positions the Health IT firm as no different from the competition. A story strategy is the Marketing and Sales difference. So before you write your first blog, or jump into social media marketing, make sure you get YOUR story Straight.
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Story Telling with Purpose:
Get YOUR Story Straight!
@mHealthMarketer mHealthMarketer.com
Global Mobile Healthcare Market Estimated To Reach $49 Billion by 2020
Global EHR/EMR Market to Expand to $22.3 Billion by 2015
Telehealth Market Value to Reach $1.5 Trillion in Five Years
•Political
•Technology
•Personnel
•Social
•Privacy and Security
Changes in Your World
• Competition
• Budgets
• Job Creep
• Technology
Problem Discovery
Research Options
IdentifyVendors
PurchaseDecision
Technical Economic User Influencer
Buying Journey
All the Marketing Noise
All the Marketing Noise
The Role of Marketing
Talking Tech
“A good story is where genuine customer satisfaction comes from. It’s the source of growth and profit and it’s the future of your organization.”
-Seth Godin, All Marketers Are Liars
later re-named All Marketers Tell Stories
• Proven• Engaging• Relevance• Levels the playing field• Conveys the facts • Attention• Unique to you
“Story is more important than the brand, the best story wins.
I am simply, unabashedly, out loud, screaming and shouting saying, focus on the quality of your storytelling. Turn that complex idea into storytelling.”
-Tom Peters, Hall of Fame Management Guru
The Story Strategy ProcessGet YOUR Story Straight
Step 1 Product Market MatchThe Golden Circle
Buyer Persona• Demographic
• Psychographic
• Personality Type
• Personal Beliefs
• Values
• Attitudes
• Career Concerns
• Behavioral Information
Step 2: Message to Market Match
Buyer Story Lines• 4 elements
• 8-12 Storylines
• On-line, group, 1 on 1
• Ranking Criteria
Step 3: Message to Market Match
Thank You!
Blog: mHealthMarketer.com
Website: Modallic.com
Twitter: @mHealthMarketer
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