Sunday, September 18, 2016

Complexity does not equal excellence in B2B healthcare marketing.

Do you agree or disagree with the headline?

With the basic premise, that complexity does not equal excellence in healthcare marketing. And I have seen a lot of complexity that looks great, but when you peel back the curtain, accomplishes very little. And along the way it may even sow confusion that few if any will understand or question because they don’t have the time. Well, except for maybe scratching their head with that quizzical look.

So why is it important to remove unnecessary complexity?

Because at the end of the day, marketing is about understanding your markets, competitors, and the buyer's journey taken by personas driven by their need for a solution. Then delivering in the clearest, most understandable terms what your solutions bring them to ease their pain.

Now that being said understanding your markets can be a complex undertaking. But that does not mean the marketing strategy and tactical execution has to carry the same level of complexity in design, resources, and activity.

The health care market is moving at breakneck speed and is more a buyer’s market in the B2B space than a seller’s market.  That means innovation, customer centricity, price, outcomes, convenience, accessibility, waste elimination and responsiveness to the needs of the healthcare provider ruling the day.  It means what an organization did in the past will probably not work in the future.

And this is important, an overly complicated marketing plan or marketing systems defeat the purpose of what the company is trying to accomplish. And if the marketing methods one uses require high levels of complexity to get them to work together, then you have the wrong systems.

Marketing resources are now needed to manage highly complex systems and process taking marketing away from what it is supposed to do, which as I see it, is generating high quality leads for sales, grow revenue and differentiate the company brand to dominate in your healthcare vertical.

Marketing is not as complicated as we sometimes make it out to be.

What I recommend is to follow a social media methodology in your overall marketing. Social media execution relies on you to be crystal clear in your messaging, offer, or solution. If you think about it, social media is the polar opposite of complexity.

So when you build that B2B website that has thousands of pages and links, look at all the time it doesn’t work because of the complexity. Think of all the daily resources expended to fix the process and system breakdowns, when they could be accomplishing actual marketing and driving differentiation, leads, revenue and growth.

Don’t make it harder than it is already. Find ways to remove the complexity of what you do and focus not on your “great systems,” but on how that complexity impacts the customer experience and consumes marketing resources diverting attention from the real task at hand. And that is growth.

Still think that marketing complexity equals excellence?

Michael is a healthcare marketing business, marketing, and communications strategist and thought leader.  As an internationally followed healthcare marketing strategy blogger, his blog, Healthcare Marketing Matters receives over 20,000 page views a month and read in 52 countries.  He is a Fellow, American College of Healthcare Executives, Professional Certified Marketer, American Marketing Association and HubSpot Academy- Email Marketing, Inbound Marketing & Inbound Sales Certified. Post opinions are my own.

For more topics and thought leading discussions like this, join his group, Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

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