3 Things Health Tech Companies Can Do For A Fantastic 2019
2019 is just 6 weeks away.
If you’ve been spinning your wheels and struggling to keep your health tech company afloat…struggling to get customers, struggling to maintain revenue, struggling to attract customers, that needs to stop now.
You don’t have time to waste.
Use the next 6 weeks effectively to get 2019 off to a fantastic start and turn it all around. Here are the 5 things to start doing today.
1. Get clear on your customer.
You know your customer…or you think you do anyway. But do you really?
To really know them, you need more than demographics and market research. You need the psychographics as well. You need to understand the fundamental personalities of the people who are buying your tech, their thoughts, feelings, and motivations. You need to know on a really practical level how your tech solves both their external problems (the ones you can see) and their internal problems (the ones driven by primal emotions like fear, love, sadness, and happiness).
Doing this is a lot simpler than it sounds. I’ve put together this guide to help you know your customer. It works best when you work through the questions on your own (or with your team) and then with at least one customer separately. But if you don’t yet have access to a customer, at the very least do it on your own.
2. Get clear on your message.
Something I see happen often in the digital health space is that companies confuse their customers...sometimes because they themselves are confused.
Not about creating incredible products, but on how to communicate their tech’s value to the exact right customers.
And when you’re not communicating your message clearly, your customers have to think too hard.
The thing about the human brain, though, is that it’s lazy. It doesn’t want to burn extra calories. So it stays away from complexity.
Even if you have the most complex technology in the universe, you have to be able to communicate the value of that tech simply and concisely...i.e. you have to make it easy for lazy brains to understand.
If a person comes to your site or reads any of your content and you don’t make it simple for them to see within 5-10 seconds what you do, you’re going to struggle with sales.
Here’s the thing about your core message that a lot of people mess up...they think that they have to create something catchy or poetic. But that’s not the case. There’s actually a really simple framework that you can use to create a clear message that communicates your value to the exact right people.
Here it is:
Write down the problem you solve. You’re going to need to chat with a few customers first...or at the very least brainstorm this with your team.
Who do you solve it for. The health tech marketplace is often more complex than others in the sense that you’re often selling at the very least B2B (sometimes B2C), but other times it’s B2B2C...or B2B2B or any number of variations on that. You can sell to multiple groups of people but make sure you understand who those people are and can articulate who they are.
This is how you fix the problem. Make it simple. Don’t go into crazy detail about all the technical details of your product...that can come later. Just state briefly how you solve the problem.
This is where you explain how you change their lives, their jobs, their internal and external problems.
Now put this all together in one brief sentence or two. Here’s mine for an example:
“In the digital health space, companies struggle to break through the noise and get customers. I help them craft the message and the strategy that attracts customers to them and drives them to buy.”
Once you’ve done that, you have your message. You’ll use variations of it throughout your website and marketing campaigns. They key is to not state your functional features...but to state what you do in terms of the problems you solve and the outcomes you provide.
3. Make it clear for website visitors
Far too many websites distract from the product instead of clearly communicating what it is, the problem it solves, and why it’s important. Once you’ve gotten clear on your message, here are a few things you can do to optimize your website for sales:
All those links in your top navigation need to go. The only link in that top right hand corner should be a button that tells leads how to buy. Move links to your about us page, products page, and blog to the footer navigation. That way if people still want to see it, they need to scroll through the rest of your content to find it.
Put your message front and center
It should be at the very top of your site telling what you do and who you do it for with a button right underneath telling people how to buy.
Remind them of the problem
Beneath your message, remind them that they have a problem and it needs to be solved, or else something bad will happen. You need to help them see the potential loss and how they can avoid it.
Lay out the simple 3-step process your customers need to do to be successful
Your customer needs 3 steps they can take to fix the problem and be successful. Your product or service could be a lot more intricate than 3 steps, but anytime you go over the number 3, you’re going to see a drop in sales. Boil your process down into 3 main solutions that give them the trajectory they need to travel on.
Ask them to sign up for a valuable resource
Offer them a valuable resource in exchange for their email address. This resource should offer actionable advice they can use today to be successful. It shouldn’t be a sales pitch or a demo…it should be something that makes them the hero and makes them a winner. You can use their emails to nurture them into buying customers.
Need help targeting your customer and crafting your message?
I speak with so many health tech founders that struggle with this. I want to be able to help as many as possible, so I created a guide to help you figure out who your customer is and what your message is. You can use this information to help you optimize your website and your marketing campaigns for 2019.
Sound helpful? You can download it here:
If you have any questions or comments, please comment below. I read and respond to every one!
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WHO IS WHITNEY?
Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.