You have a way to solve a crucial problem in healthcare—so you founded your company, secured funding, built out the technology, iterated and re-iterated your solution.

Lots of blood, sweat and tears, right?

But now the work has paid off. Your product is ready to go to market.

There’s only one problem.

So far, your sales efforts are not producing the access you need to bring your solution to the providers and organizations that stand to gain the most from using it.

Turns out it’s really difficult to help the people your solution was designed to help.

You buy expensive prospect lists to reach out by email, spend valuable time meeting with people in your network, invest in online and print advertising, but none of it gets the right traction.

The providers you really need to reach in order to scale your offering seem to be completely inaccessible.

Gatekeepers block your way. Your online marketing produces almost zero in demo appointments. In-person trade shows are few and far between these days. Valuable opportunities to share the story of your solution seem to continue to dwindle as the financial pressure mounts.

But it’s such a great solution. Why isn’t it getting more attention?

It’s frustrating and stressful. The worry follows you home and impacts time with your family.

That’s where health IT CEO Gary found himself around mid-2019.

After managing to get his solution into some independent medical practices, he’d collected several good video testimonials and generated compelling case studies laying out the success his customers achieved using his solution.

He thought he’d secured enough proof for his solution to begin scaling it out to larger health systems.

But publishing the case studies, posting the videos, even generating email marketing campaigns using these pieces produced a few more takers among small practices, but none of the high-volume health systems his business plan was relying on.

He’d needed to bring on additional staff to serve his new customers and funding was beginning to run out.

How could five years of 80-hour weeks not be more productive?

He’d put his family’s savings on the line, missed too much of his kids growing up, and the problem in healthcare he so urgently wanted to solve was still very widespread.

Gary took a day out of the office to re-examine his approach and identify potential issues. While the content he was using was well-written, it didn’t seem to be converting.

Follow-up by the sales person rarely got a response from a health system prospect.

So what was missing?

After a short call Gary realized that he had only one case study to speak to a wide variety of individuals with different roles to play in the buying process. His case study spoke to hospital clinicians, but not to finance, quality improvement, risk management, or IT.

His content couldn’t convert because it didn’t fully express his solution’s value in terms each member of the purchasing team – his *whole* audience – could relate to.

Gary and his sales guy went back to their content and re-evaluated every piece. They interviewed people who were in the roles they intended to sell to in order to find out:

• their biggest goals in their jobs for the coming year and the obstacles they face in reaching them
• what they stand to gain by solving the problem
• what questions they need to have answered to determine if their challenges could be addressed by an outside solution
• what creates friction in their buying process
• what information channels they use most often


The process of learning about their prospective customers was time consuming but nothing compared to the ineffectual hours, weeks, months they’d spent blasting out un-tailored messages.

And at the end of their research, they had the insights required to create an effective content marketing strategy that targets the right clients and differentiates them in their market.

Now, when prospects hear from Gary’s salesperson, over 70% are responsive and find the insights he shares valuable enough that they’re willing to spend time talking with him.

He’s now able to work on scaling his solution and establishing partnerships that will allow him to further expand his growth.

What does your process look like?

A key step toward startup success is having the tools you need to connect with the providers and other organizations who can most benefit from being early adopters of your solution.

These tools include:
– strategic messaging framework
– distinct value statement
– elevator pitch
– core blog post
– email marketing campaign
– additional content (LinkedIn posts, white papers, etc.) and a plan for distributing it that’s time-efficient and effective)

The problem is many companies omit the critical pre-work that goes into generating effective messaging and content. They aren’t completely clear about who they’re speaking to and what that audience needs.

I don’t want you to make that mistake!

You need to do your homework, and I can help you get through the process.

Think about how it would help to have that solid foundation for your company’s sales and marketing:
• Would it make it easier to succinctly explain your value?
• Would it make a difference in your sales?
• Would it free you up to do more big-picture thinking and strategizing for your company’s future?

It’s a big step shifting from product development to product promotion. Here’s how we could work together to boost your ability to market your offering.

SESSION 1. Kickoff – 1 to 2 hours
Before we can develop the messaging that will be irresistible to your prospects, we need to fully understand exactly what they need – and what specific aspect of your offering meets that need.
I’ll work with you to plan and conduct the investigation. In this session, we’ll plot your course to sales and marketing success.

SESSION 2. Strategic Messaging that Resonates with Your Target Market. 1 to 2 hours
We’ll find the intersection between your prospect’s greatest need and your greatest strength. You’ll walk away with enhanced understanding of your company’s distinct value to your market.
• Discover what exactly differentiates your product—from your customers’ POV
• See your customers and market from new perspectives
• Find the “low-hanging fruit” of your market to jump start adoption
• Learn the communications characteristics you need to successfully target your ideal customer
• Gain new confidence in conversations with prospects

SESSION 3. A Plan for Broadcasting your Strategic Message. 1 to 2 hours
In sessions 1 and 2, we determined who to target and what to say to them. In session 3, we create a plan for how we’ll get the word out to the niche market in the best position to benefit from your offering.
Should you be appearing in podcasts? Publishing on LinkedIn? Sending out email? Visiting trade shows? Pitching publications? We’ll map your prospects’ preferences to the optimum combination of content channels to increase your exposure.
• Learn how to catch prospects at the critical points in their buying cycle.
• Understand who to target via which channels and what formats to use.
• Walk away with a plan for being in front of buyers with the information they want when they want it.

SESSION 4. An Effective and Time-Efficient Sales and Marketing System. 1 to 2 hours
It takes time to run a company; you need plans and systems that minimize time and effort required to reach potential customers. I’ll show you how to utilize technology, psychology, and strategy to share your message effectively and efficiently, driving a steady flow of inbound inquiries.
• Benefit from a simple approach that doesn’t require a dozen hours every week.
• Implement the power of storytelling to spark emotion and commitment to your offering.
• Learn how to leverage a little content to drive a lot of results, freeing you to stay focused on the big picture in your business.

Ready to get your company growing?

Learn more about how we could work together: Click here to schedule a free call with me: https://calendly.com/irenehatchett/45min?month=2022-05