050 | Behavioral Modeling Leads to Deeper Customer Insights in HealthTech Marketing | Nicole Williams of RRD | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

from 2021-04-30T14:00

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Show Notes

Nicole Williams outlines several aspects of targeting the healthcare provider.

"We must walk a mile in the patient's shoes." — Nicole Williams

Remote or virtual healthcare has been adopted by less than 20% of Americans. RRD has created "Care Kits" to address the wide gap in digital adoption and the problems of many Americans who don't have a smartphone, high-speed internet access, and a webcam. RRD Diabetes Care Kit As a HealthTech solution provider, your solution likely hits one major issue in the life of a patient. How do you address all of the peripheral issues your end-user will face? How do you help your customers meet the needs of their patients? Social determinants of health have become the largest indicator of how well providers can serve their patients, the success of wellness, and to what extent the patient will recover when sick. Those include (in no particular order):

  • Economic Stability
  • Neighborhood and Built Environment
  • Access to Digital Tools
  • Race
  • Healthcare Access and Quality
  • Education Access and Quality
  • Social and Community Context
"The ZIP code a person lives in has a greater impact on their health outcome more than anything else." — Nicole Williams

The "60 Minutes" episode which aired April 18, 2021 addressed these factors.

Screen Capture of 60 Minutes card

Nicole believes the three most important marketing tools in HealthTech are:

  1. Addressing the outcomes of your solution. What is the ROI? How did you improve patient outcomes?
  2. Gaining provider and/or payer testimonials.
  3. Real-life testimonials from endusers

Nicole and RRD have developing thought leadership materials and built a strong content engine for their work. Content is essential to digital marketing, education, and more.

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Website of Golden Spiral, Shaping Technology Marketing