056 | Security is Your Competitive Marketing Advantage in HealthTech | Joe Scotto, CyberMDX | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing
from 2021-07-09T10:00
As of June 30, 2021, the ten largest reported healthcare data breaches have compromised the protected health information of 16-million patients. During the first six months of 2020, 3.5-million individuals had been compromised. Now more than ever, security is a top-level concern for every healthcare provider. Every HealthTech solution requires integration into the data system of the provider and requires access to data. How can your target customer—the CIO—keep all that data safe from bad actors? It's a near-impossible task. Do you understand the battles they are fighting right now? Do you know how to communicate how your solution will keep them secure or protect from intrusion? We discuss the marketing implications of security on this edition of Studio CMO.
About Our Guest
Joe Scotto has served as Chief Marketing Officer at CyberMDX for over a year. His 30-year marketing career has included stints as a marketing leader at Indegy, BAE Systems, Avaya and Time Warner. While CMO for Indegy, Joe positioned the company as a leader in the OT Security market category, creating breakthrough programs to drive market awareness and thought leadership. Joe has used his broad experience to build and lead marketing teams for a variety of global B2B organizations in the technology, defense, telecom, and publishing industries.
Show Notes
You're Invited to Breakfast at HIMSS 2021
The size of HIMSS can be overwhelming. Especially after a year at home facing a computer screen.
We want to foster deeper connections and real conversation.
We are hosting two breakfasts for small groups of HealthTech marketing professionals at HIMSS 2021. Details of the breakfast will be sent to those who RSVP. Please click here to reserve your chair.
The Dos and Don'ts of Presenting Your Security Story
Do… be specific. Talk about exactly how your solution integrates with different security protocols
Do… be authentic. Tell the truth about how you address security.
Do… borrow credibility. Your customers’ testimonies about your product will move your prospects.
Do… practice empathy. Knowing and understanding the pressure on the CIOs and the challenges they face should influence how you address them.
Don’t... try to be cute. Humor and sarcasm can backfire in a security conversation.
Don’t... fearmonger. Your prospect is already afraid. Don’t rely on fear to motivate. Encourage and point to the solution.
"I greatly admire CIOs and CISOs. More and more, they're becoming risk managers. They're not just protecting operations, data, and financial reputation, they're actually protecting lives." — Joe Scotto, CMO of CyberMDX
"How Hospital Hacks Happen" Video Series
Further episodes of Healthcare Market Matrix
Further podcasts by Golden Spiral, Shaping Technology Marketing
Website of Golden Spiral, Shaping Technology Marketing