Solution Messaging for Healthcare helps organize and align teams to adapt and move quickly to market changes, while maintaining a solution-focused message.
So much can be miscalculated when promoting a therapeutic solution in today’s highly competitive and regulated healthcare market. According to EyeforPharma (2014), “A mismatched value story can negatively impact on service development, can misinform pathway design, lead to poor take-up and adherence, and ultimately, commercial and clinical failure.“1 With so much at stake, it is absolutely critical for healthcare sales organizations to broadcast, using a variety of media, messages that target multiple stakeholders (e.g. patients, physicians, ACO and other healthcare network executives, etc.), leverage healthcare buyer input, and truly differentiate the solution and the organization, all while mitigating the risk of non-compliance.
Solution Messaging for Healthcare program focuses on a methodology that helps Marketing and Sales leaders collaboratively develop high-impact, targeted messaging and supporting sales tools that leverage the language of Evidence-Based Medicine. Managing a wide variety and quantity of therapeutic solutions and buying stakeholders creates complexity for marketers and sales teams.
Successful organizations today are blurring the line between Marketing and Sales. The benefits of these teams working together are undeniable, as revealed by a study conducted by the Aberdeen Group. “Highly aligned organizations achieved an average of 32% annual revenue growth – while less well-aligned companies reported an average 7% decline in revenue.”2 Other research firms, such as Sirius Decisions, concur with these findings. “B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth.”3
Solution Messaging for Healthcare encourages Marketing and Sales leaders to work collaboratively to develop messages and tools that are then leveraged in the field by sales representatives. This program is designed specifically for:
Solution Messaging for Healthcare enables Marketing and Sales leaders and their teams to:
Solution Messaging for Healthcare usually begins with 5 eLearning modules to reinforce the concepts and terminology associated with Evidence-Based Medicine (EBM). This prerequisite ensures that all messages and tools are supported by clinical data and leverage the language of EBM.
To promote marketing and sales alignment with buying stakeholders and their business drivers, each Solution Messaging for Healthcare engagement leverages voice-of-the-buyer research conducted by SPI consultants and facilitators when appropriate.
Interactive Application Workshop
Solution Messaging for Healthcare is a hands-on application workshop facilitated by a highly qualified life sciences consultant. Each SPI Solution Messaging for Healthcare facilitator has been certified to rigorous standards, and they each bring over a decade of life science industry experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.
Workshop Topical Agenda
Solution Messaging for Healthcare is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led workshop is a two-day, highly interactive program, and incorporates in-classroom application exercises and tools.
Introduction to Solution Messaging for Healthcare
Solution Messaging™ Flow Model
The Solution Messaging for Healthcare workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.
Solution Messaging for Healthcare is reinforced by several scheduled coaching sessions to review and provide guidance related to content in specific promotional applications. This program’s value is further enhanced when combined with other programs, such as Solution Selling for Pharma®, where the messages and tools can be leveraged by sales representatives as they navigated opportunities within the context of a dynamic sales process.
Solution Messaging for Healthcare provides life sciences marketing and sales teams with ways to simplify problems into a meaningful set of critical business/practice issues that their solutions address and tools to build messaging applications to support marketing and sales efforts. This program addresses the following challenges:
For More Information please contact us here
Feel free to download our Clinical Selling Gap Identifyer tool.
1 Sutton, P. (2014, November 13). The Impact of Value Misalignment on Patient Outcomes [Web log]. Retrieved from http://social.eyeforpharma.com/market-access/impact-value-misalignment-patient-outcomes
2 Ostrow, P., White, D. (2011, September 1). Analytics for the CMO: How Best-in-Class Marketers Use Customer Insights to Drive More Revenue [White paper]. Retrieved from http://www.aberdeen.com/assets/ report-preview/7065-RA-marketing-business-analytics.pdf
3 Altman, I. (2014, December 9). Top 10 Business Trends that Will Drive Success in 2015 [Web log]. Retrieved from http://www.forbes.com/sites/ianaltman/2014/12/09/455/#2eb1ddea7733