By John Lavey | Hammock President and COO

Our work for healthcare companies that sell to providers—technology companies in particular—reveals that there is usually too little attention given to marketing the process of implementation.

Frontline teams, especially clinical and IT departments, know how important it is to follow implementation with great engagement and adoption. It’s not only what you provide that some people care about, but it’s also how you deliver it.

The best and most comprehensive technology solutions often hit snags when it comes to installation and rollout. Low adoption rates and low staff engagement can doom these otherwise helpful solutions.

Other groups, particularly smaller companies, may excel in the area of implementation, but they don’t do enough to drive the discussion around its importance. Does your content outline what a successful implementation looks like? Focus your content—in presentations, brochures and in online avenues—on explaining the steps of implementation.

It’s a good sales practice to focus on the renewal, not just the immediate sale. Getting off to a good start will drive adoption and engagement, making renewal more likely. Pay close attention to this stage of the journey.

Bottomline: Be ready to drive home the importance of launching a relationship, not just a sale.





This week’s Healthcare Idea Email is an excerpt from Hammock’s most recent Healthcare Idea Ebook: Seven Ideas That Will Help Your Healthcare Customers Make Better Buying Decisions. For insights on how superior marketing content plays a powerful role in influencing healthcare decision-makers, click here to download the second Ebook of our series, A Healthcare Marketer’s Guide to Enduring Customer Relationships series.


Image Credit | iStock

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This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here . To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.