Differentiating your products and services at the HIMSS 2013 Conference


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Provide actionable advice on how to make the HIMSS Conference experience more effective and learn how to have your marketing and sales messages rise above all the noise. We covered the following major subjects:

* Describe the expectations of attendees and why they attend
* Provide suggestions for how to clearly differentiate your products and services
* Explain some of the common mistakes exhibitors make
* Plan what to do before, during, and after the conference

If you'd like to hear it with audio, please visit www.influentialnetworks.com/himss-2013-conference-services/

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Differentiating your products and services at the HIMSS 2013 Conference

  1. 1. Differentiating your products and services at the HIMSS 2013 Conference John Lynn & Shahid N. Shah
  2. 2. Influential Networks About the Presenters John Lynn, Managing Partner Shahid N. Shah, Managing Partner John Lynn is the Founder of the nationally renowned blog network Healthcare Scene. Shahid Shah is a Gov’t 2.0, Health IT, and Medical Devices software expert with over 22 years of technology strategy, software engineering, entrepreneurship, speaking, and writing experience. The HealthcareScene.com blog network currently consists of 15 blogs containing 5000 articles with John having written over 2000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 10 million times. John can be found @techguy and @ehrandhit on Twitter. www.influentialnetworks.com He’s an advisor to the Federal Government SBIR programs where he mentors companies on commercialization, marketing & sales He runs several blogs including the healthcareguy.com and HITSphere.com. 2
  3. 3. Influential Networks About Influential Networks 30+ Influential Websites and growing InfluentialNetworks.com represents a broad assortment of influencers and is a one-stop shop for delivering your messages across all of them. www.influentialnetworks.com 3
  4. 4. Influential Networks What we’ll cover • • • • Communications strategy What to do before the HIMSS Conference What to do at the conference What to do after the conference www.influentialnetworks.com 4
  5. 5. Influential Networks Why do people go to HIMSS? Discover health IT products and services Meetings Education How does your social media and marketing strategy match your audiences expectations for the conference? www.influentialnetworks.com 5
  6. 6. Influential Networks It’s hard to notice you at HIMSS How you hope customers perceive you How customers actually perceive you Source: The Matrix (1999) www.influentialnetworks.com 6
  7. 7. Influential Networks The reason it’s hard to notice you What you think you’re saying www.influentialnetworks.com What your customers are thinking 7
  8. 8. Influential Networks Nobody cares about you Other than your mom, nobody cares about you until you explain why you matter to them. Put the needs of your customers first and give them a reason to care. www.influentialnetworks.com 8
  9. 9. Influential Networks Buyer vs. User vs. Benefiter User Do you know who’s buying vs. using vs. benefiting from your solution? Benefiter Buyer www.influentialnetworks.com Your customer does. 9
  10. 10. Influential Networks Solve real, not perceived problems Problems you’re solving Customer’s real problems • Meaningful Use EHR • Better electronic documentation • Patient access to records (PHR) • Medical device for vitals tracking • Money from the government • Get paid for outstanding AR • Declining reimbursements • Increasing payroll costs • Inability to hire a medical tech www.influentialnetworks.com 10
  11. 11. Influential Networks Be not a “leader” but a “solver” Your customer doesn’t care if you’re the leader in your field if you don’t solve their problems • If most of your potential customers have never heard of you, you’re not a leader • Show examples of how you’ve solved the problem(s) www.influentialnetworks.com 11
  12. 12. Influential Networks Educate before you sell • Teach users what they should be using • Teach buyers why they should be buying • Map your solutions to customer problems www.influentialnetworks.com 12
  13. 13. Influential Networks Use spokespeople Instead of your own company personnel Customers Influencers Anytime you can use a customer to speak for you, do so. It will be more impressive. If you can’t find a customer to speak for you, find or hire an influencer to speak for you. If you’re exhibiting, have a customer or influencer nearby. If you’re just attending take a customer or influencer with you to meetings. www.influentialnetworks.com 13
  14. 14. Influential Networks Figure out your message www.influentialnetworks.com 14
  15. 15. Influential Networks Focus on your image and value to customer Create content so valuable that they will want to share it with others Myth Reality I need to tweet a lot so that people will follow me I need to tweet something that will get retweeted I need to keep blogging and reminding people about me so one day they’ll finally buy from me I need to blog so that I can help my customers see patients, get them paid faster, understand regulatory challenges, etc. I need to quote other smart people all the time I shouldn’t quote others, I need to come up with my own valuable quotes Aggregating content is enough to show value Aggregating and curating some content is good for SEO, not brand www.influentialnetworks.com 15
  16. 16. Influential Networks Tips for reaching bloggers and influencers We don’t care about the same things as “traditional media” Myth Reality All press releases matter Targeted press releases matter The super cool CEO or SVP you just hired matters Unless they just landed on earth from a successful moonwalk, we don’t care The fact that you just signed a brand Unless that client you just signed is new client matters part of our audience we don’t care Bloggers aren’t people, just conduits Relationships matter for my messaging Influencers always need content www.influentialnetworks.com Influencers are overloaded with content 16
  17. 17. The best way to reach your audience and boost the visibility of your products and solutions is… To Create Content and Conversation!
  18. 18. Influential Networks Long Term Strategy • Influencing People Takes Multiple Touchpoints – What to do Before HIMSS – What to do At HIMSS – What to do After HIMSS • Integrated Strategy www.influentialnetworks.com 18
  19. 19. Influential Networks Marketing Options • Blog Posts – On Company Blog – On Influential Blog www.influentialnetworks.com 19
  20. 20. Influential Networks Marketing Options • Twitter Chats • Tweetups – In Booth – Sponsor Existing Tweetups www.influentialnetworks.com 20
  21. 21. Influential Networks Marketing Options • Webinars • In Booth Talks • Video Interviews – G+ Hangout – YouTube www.influentialnetworks.com 21
  22. 22. Influential Networks Marketing Options www.influentialnetworks.com 22
  23. 23. Influential Networks Content strategy Social media should push to some content • Prepare Content before the Conference – – – – Blog Posts to Share Tweets with Good Customer Data Create or Repurpose Content Highlight Other Tweets • Have Someone at the Office Manage Your Social Media – Give them Direct Access to Top Execs and Company Resources • Capture Content for Post-HIMSS • Be a Good Member of the Social Media Community www.influentialnetworks.com 23
  24. 24. Influential Networks Content Strategy • Bad Tweet: – “Come to our booth and learn more about our EHR. We’re at booth #1000. #HIMSS13” • Better Tweet: – “Holy Cross Hospital just spoke at our booth and said that their EHR saved them $3 million. #HIMSS13” • Best Tweet: – “@drsmith I see that you’re at #HIMSS13 and have been looking at EHRs. What are you looking for in an EHR?” www.influentialnetworks.com 24
  25. 25. Influential Networks Social Media Effect • Influencer Tweetup – Announcement Post – Tweet – Tweetup – Wrap Up Post Influence HIMSS Attendees Non-HIMSS Attendees Tweetup Attendees Social Media Followers Exhibit Hall Visitors Post HIMSS Connection www.influentialnetworks.com 25
  26. 26. Influential Networks Integrate social media into booth • Tweet for Swag • Targeted Promotions – Press Only – Doctor Only – CIO Only www.influentialnetworks.com 26
  27. 27. Influential Networks Leverage Google+, LinkedIn, and Twitter Chats Create online events before, during, and after HIMSS www.influentialnetworks.com 27
  28. 28. Influential Networks Sponsor customer / prospect mixers www.influentialnetworks.com 28
  29. 29. Influential Networks Make content visual Don’t just show photos of your booth Consider using videos, infographics, cartoons, and other visual content. Reduce the text in your content and increase screen shots, demos, etc. www.influentialnetworks.com 29
  30. 30. Influential Networks Be provocative www.influentialnetworks.com 30
  31. 31. Influential Networks Make fun of the industry In 2011 Extormity stole the social media spotlight www.influentialnetworks.com 31
  32. 32. Influential Networks Explain your product in a fun way Cartoons below from simplifyMD.com www.influentialnetworks.com 32
  33. 33. Influential Networks Explain your product in a fun way Cartoons below from imprivata.com www.influentialnetworks.com 33
  34. 34. Influential Networks Create Engaging, Shareable Microsite Microsite from CDW Healthcare www.cdwcommunit.com/#home/solution.himss www.influentialnetworks.com 34
  35. 35. HIMSS-webinar@influentialnetworks.com Influencing not Advertising
  36. 36. Influential Networks Advantages of Influencers • • • • Existing Relationships with Readers Second Level of Search Marketing Cost Effective Rise Above the Noise What’s the solution? www.influentialnetworks.com 36
  37. 37. Influential Networks Problems with Influential Websites • Small Scale – Not Enough Traffic – Pain to Manage – No Standards • No Editorial Oversight www.influentialnetworks.com 37
  38. 38. Influential Networks Don’t focus on Advertising • • • • • • Premium Ad Network is One Component Email Newsletters Sponsored Content Webinars and Events Sponsored Tweets Product Reviews – Product Promotion – Customer/User Feedback www.influentialnetworks.com 38
  39. 39. HIMSS-webinar@influentialnetworks.com Thank You