VP at Omnicell, a healthcare tech company, driving growth through branding, storytelling, thought leadership, and digital experiences.
Inspiring customers to act is central to what marketers do. Getting them to take action requires laying out the problem, building a sense of urgency and conveying the benefits, products or services to address customer pain points in a simple, memorable way.
As someone who has spent almost a decade marketing AI, data and business intelligence in Silicon Valley, my mind naturally gravitates to the “big gap” or blind spot not being addressed to solve real-world pain points. Oftentimes, it’s all about telling a compelling story that resonates. For tech startups, founders’ personal stories about their “big aha” inspirational moment for a new approach or innovation to drive significant change can be key.
But how do you take a complex topic like big data and personalize it for an industry like healthcare?
Visibility: Another Important ‘V’ For Healthcare
There is a classic way of selling the need for big data and analytics that I, and countless others, have used to market the sometimes hard-to-grasp category. It’s known as the “five V’s of big data”: volume, velocity, variety, veracity and value.
In healthcare, there is another important V: visibility. Without it, providers are flying blind and patient safety may be at risk. It’s important to bring the importance of enhancing “visibility” across siloed departments and disparate systems to the forefront.
Health systems should modernize their data infrastructure and operations to improve clinical and operational outcomes. Here are five key points to drive action:
1. Demonstrate The Cost-Cutting Benefits
When you’re selling enterprise-grade products and services, showing real ROI and cost-cutting benefits is important.
One way to accomplish this is leveraging key national statistics to demonstrate the need for improving data visibility to solve for challenges like expired medications, which is a concern for our company’s target audience.
2. Help Clinicians Do No Harm
The key pillar for any clinician is to “do no harm.” It’s important to explain how technology and data can help to solve this very real problem. Leveraging credible third-party sources like academic studies can validate the need for a technology solution. And showcasing real-world examples on topics like how increased visibility into healthcare data can enhance patient safety and quality of care can help underscore the meaningful benefits.
3. Partner With Industry Organizations To Understand Your Industry
A good way to keep a pulse on your industry is by partnering with respected organizations that have shared values and goals. In our case, we work closely with a pharmaceutical professional organization to gain a deep understanding of the profession and how it can benefit from visibility.
4. Personalize Challenges
Personalizing the very real challenges that your product solves and demonstrating how technology can help to address the issues can be a very effective strategy. We’ve partnered with customers and industry experts who are leveraging data visibility to manage controlled substance accountability and asked them to share their experiences through interactive webinars, blogs and other channels. These peer-to-peer discussions can help to build understanding and drive effective change.
5. Leverage Customers’ Industry Peers
Bring together relevant leaders from across the industry who have embraced technology to enhance their operations. These professionals can help their peers understand the value of a digital transformation — shifting from inefficient, error-prone manual processes to an intelligent infrastructure. Highlighting the work of these innovative leaders who are driving meaningful change is another opportunity to highlight the benefits that technology and visibility can bring to our industry.
The opportunity for big data to transform healthcare hinges on health systems understanding the need for visibility. Showcasing the importance of this fifth “V” can help transform operations to enhance patient care and safety.