047 | Do You Know Who: The Focus of Your HealthTech Marketing with Joshua Oakes | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

from 2021-04-09T14:00

:: ::

The Episode in 60 Seconds

How well do you know your customer? Is your knowledge limited to a single sheet of paper with a fake name and some socioeconomic and psychographic data or have you taken a deeper dive? Joshua Oakes has spent his career helping companies understand their customers at a core level. He calls his approach, "Who First." On this edition of Studio CMO, we will walk through the four steps of Who First:

  • Audience Discovery 
  • Audience Understanding 
  • Serving Your Audience
  • Measurement and Collaboration

About Our Guest

Joshua Oakes is the creator of Who First, the framework that helps companies develop and apply an understanding of their customers to serve them more effectively and drive outcomes. After years of consulting for organizations with product marketing or customer acquisition challenges, he decided to help them solve the root problem he kept finding: Companies that don’t understand their customers could never hope to acquire them effectively or serve them well. His background is half technology, half marketing. He’s worked with companies in SaaS, higher ed, healthcare, music licensing, non-profit, social media, entertainment, telecom…lots of industries and every stage from pre-seed to enterprise. He gardens extensively for the fresh produce and for the metaphors. He makes jams and wines (mostly to give away) as well as salsas and hot sauces (which he won’t give away without a serious warning).

Show Notes

The way that you understand your customer is very similar to the way that you understand any other human being that you're in a relationship with: you talk to them, you try to relate to them empathically, and you spend time with them. — Joshua Oakes

The Who First Methodology

  1. Audience Discovery - talking to customers
    • Guided interview—"Learn Who Interview" (at least 10)
    • Be an active listener
    • Where did they begin the journey?
    • What was your vision of the future when your problem was solved?
    • What were the signposts that told you that you were on the way to success?
    • What traps did you fall into at work?
    • How did you experience us as an organization and as an individual?
    • And many more
  2. Audience Understanding - distilling what you learn
    • Analyze the content of the recorded interviews
    • What trends do you hear?
    • What information emerges that is shared, actionable, validated, and measurable
  3. Serving Your Audience - application
    • The Who Plan - a break down of what your customers experience at each stage of the journey
    • Whoa - a formula for deciding what content to create
  4. Measurement and Collaboration - improving your systems, processes, and your teams’ ability to work together
    • The "Know Who" Measurement — put audience metrics into your weekly and quarterly reporting
    • Audience-Focused Teams

80% of our decisions are fundamentally emotional and that's even true in healthcare, HealthTech, and B2B. And in fact, the emotional component of decision-making is more important in B2B scenarios because there are more people with emotions involved in that decision-making process. — Joshua Oakes

Further episodes of Healthcare Market Matrix

Further podcasts by Golden Spiral, Shaping Technology Marketing

Website of Golden Spiral, Shaping Technology Marketing