nih sbir - commercializing health it products
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8/14/2019 NIH SBIR - Commercializing Health IT Products
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By Shahid N. ShahCEO, Netspective Communications LLCBlogger at http://www.HealthcareGuy.com
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CEO, Netspective (http://www.netspective.com)
15+ years of entrepreneurship experience 9+ years of executive technology management experience as CTO,
Chief Architect, etc. in healthcare IT firms Lead/Analyst/Consultant on numerous consulting projects in the past
9 years. Sample clients: Executive Office of the President U.S. Patent & Trademark Office (I train them and I have a patent) Northrop Grumman CardinalHealth NIH
American Red Cross Read my blogs to learn more:
http://www.HealthcareGuy.com(healthcare IT) http://www.FederalArchitect.com (government IT) http://shahid.shah.org (general technology)
2www.HealthcareGuy.com
http://www.netspective.com/http://www.healthcareguy.com/http://shahid.shah.org/http://shahid.shah.org/http://shahid.shah.org/http://shahid.shah.org/http://shahid.shah.org/http://www.healthcareguy.com/http://www.netspective.com/ -
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Product
MarketOpportunity
Pricing andSales Strategy
Marketing
Execution
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Pick one and focus
Enterprise SMB Consumer Government
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Find the right search terms for yourcategory and dont be esoteric
Use search
terms to locatecompetitors
Call up yourcompetitors
and ask fortheir clients
Interviewtheir clients
about whatneedsimprovements
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Whos got themoney?
Whos easy toreach?
Whosbuying?
Is there adecider? Who do youmatter to? Who will geta promotion?
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Target Prospects
Be precise
Be specific
Dont kid yourself
Come up with options Easy to understand
Easy to justify
Convenient to customer
Conduct Interviews Ask for help
Be open minded
Dont assume anything
Compare withCompetitors
Dont dwell on them,though
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Customer Objectives
Why would the customer work with you?
Customer Objections
What are all the reasons they wouldnt?
Business Case
How does the customer convince their boss?
How does the decision maker personally benefit?
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Direct
Resellers
Integrators
Affiliates
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Product positioning
Brand-building and increasing visibility
Advertising
Product launches
Lead generation
Sales communications
Maximizing events and trade shows
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Conversations
Engagement
Grass RootsMessaging,Loyalty &
Credibility
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Sponsored PatientCommunities
Wikis and CMS Blogging through others (as
guests) Blogging on your own
Corporate Blogging Microblogging Social Networking
Video Sharing & ScreencastsPodcasts & Radio Shows Social Documents Virtual Worlds
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Video Games Online Advertising Search Advertising Social Media Contests
Social Bookmarking Listservsand Online
Discussion Boards E-mail Newsletters Online Calendars
Google Mashups & APIs
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Pull customers at theirconvenience, not push
Nurture leads withsuperior targeting
Immediate Feedbackallows you tofail fast
Lower costs, scalebased on success
ReachCustomers
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Social Media inHealthcare is stillat an early stage
but its the righttime to start.
If youre trying toreach customers
through socialmedia, make surethey are online.
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EstablishGoals
IdentifyResources
Experimentwith Free
tools
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Conversations and passion
Corporate image
Engagement and satisfaction Loyalty and interaction
Trust and authority
Brand awareness
Qualitative
Traffic (increase in PageRank) Sales ranks (new vs. existing)
Leads generated
Mentions on other sites
Minutes per day customerspeaks to us
Quantitative Whats relevant to your
business?
Will you be able to setmeaningful goals and measurethem?
In the end what do you wantout of social media?
Results
If youre trying to sell something, the primary objective is to get people to yourwebsite. Any campaign not focused on getting click-throughs is flawed.
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Close!Be wellprepared
Ask for theorder
Buildrelationships
Set priceexpectations
Dont beafraid of no
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Healthcare folks are neither technicallychallenged nor simple techno-phobes (theyrebusy saving lives)
Most product decisions are no longer made byclinical folks alone, CIOs are fully involved
Complex, full-featured, products are much harderto sell than simple, stand alone tools that have thecapability of interoperating with other solutions
Hospitals will not buy unless one proves value. Selling into doctors offices is really, really hard.
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