DHI Favorite: What Digital Health Innovators Need to Know About Selling to Hospital and Health System CIOs with Merritt Group EVP Tom Rice and Director of Healthcare Practice Erin Erban (Part 2)

Decoding Healthcare Innovation

In this episode, you will discover:

• How to make KOLs a part of your strategy
• Why you need short, engaging videos
• What to budget for marketing

Key Takeaways:

• The best way to utilize KOLs when reaching out to CIOS is to have them speak at your events. Part of your social media strategy should also be to boost your KOL’s profile and leverage the content they’re creating.
• CIOs like videos because they’re short, easily digestible, and engaging. Make short case studies and make your websites and webinars engaging and digestible. Make sure to always demonstrate ROI.
• 5-10% is the industry standard for allocating a budget for marketing. However, it still depends on what you have to work with or work around based on your company’s size, resources, and how many KOLs you have.
• The main responsibility of a marketing team is to understand the company’s specific buyer, get to know how they tick, where they get their information from, and how they like to be marketed and sold to.

“CIOs are humans, and we all have such short attention spans. So if you're going to try to get your information about your technology solution in front of them, you need to do it quickly, and you need to do it in an exciting and engaging way.” - Erin Erban

Resources:

Tom Rice on LinkedIn: https://www.linkedin.com/in/tom-rice-626717/

Erin Dixon on LinkedIn: https://www.linkedin.com/in/erindixonmedia/

Get the 2023 Healthcare Technology Marketing Guide: Marketing and Selling to the Health System CIO : https://www.merrittgrp.com/2023-healthtech-marketing-guide/

Episode 36: Understanding Digital Health's ROI with Charm Economics Founder Adam Block, PhD

Learn more from Carrie and Rebecca:

Healthcare Insights (a monthly deep dive into specific topics for innovators): https://nixongwiltlaw.com/healthcare-insights

Telehealth/Virtual Care Mgmt Update (a biweekly LinkedIn newsletter tracking legal and policy changes across the nation): https://www.linkedin.com/newsletters/telehealth-virtual-care-update-6901900767960068096/

Website: https://nixongwiltlaw.com/

Carrie on LinkedIn: https://www.linkedin.com/in/carrienixon/

Rebecca on LinkedIn: https://www.linkedin.com/in/rebeccagwilt/

NGL on LinkedIn: https://www.linkedin.com/company/nixon-gwilt-law/