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Nov 6, 2019    Burn Book

Your Telehealth Product Will Fail Without This


Out of all the products, industries, and markets, why is it that the healthcare sector will never run dry? Because until Elon Musk bioengineers humanoids for us to download our minds into, there will always be people who want to improve their health.

So until mankind goes synthetic, Rock Candy Media has vowed to continue pursuing the latest and greatest healthcare marketing strategies so the world of medicine and wellness continues to thrive. In fact, we’ve been doing so for quite a while now. Some of our very first clients were in the healthcare sector. Clients that we’ve grown with side-by-side like the Austin Urology Institute, with work that lives in Austin notoriety.

Since then, we’ve done a plethora of work for a plethora of clients, all in several different industries. But still, we remain dedicated to the healthcare industry like a highschool sweetheart. They were our first after all. And with this dedication to produce magnificent healthcare marketing strategies, we’ve also kept a keen eye on everything going on inside of the industry. One thing that caught our eye? The expansion of the telehealth industry and it’s untapped potential.

But what we also noticed about this sleeping giant is everything companies are doing wrong when it comes to their telehealth marketing strategies. They’re ignoring the fact that you have to A. Educate before you sell, B. Convey a higher level of trust to your customers and C. Convince customers that the old ways are worse before you claim that the new ways are better.

Uninformed People Don’t Purchase

The technology industry and the healthcare industry can overwhelm or confuse customers on their own. But when you combine them? As is the case with telehealth? Shoot, it’s like you’re bringing oil to a barn fire – things start getting much more complicated.

Given this information gap, you need to tailor your initial Telehealth marketing strategies first around education (execution comes later). You need to find yourself a group of modern copywriters, kick-ass dev’s, and thorough designers to make your message as simple and appealing as possible. Simple, because in a digital world, where your product exists, your customer is digesting several pieces of information a minute. If what your serving isn’t chewable, they’re going to spit you out. Or worse, not even put you between their fork in the first place.

The ways in which you can educate customers aren’t as difficult as you might think. It starts with a responsive website with easy to read text and designs that guide the eye. Your customer isn’t shopping for a new bicycle. When they’re surveying which telehealth company is best for them they’re not particularly enjoying it. They’re information hunting. So you need to be able to get them the information they need when they need it, which all depends on the UX of your website and how well it’s mapped out. One of our fortes as content experts in Austin.

Once you establish a friendly and engaging website, you pursue your customers socially, through content. As we said, shopping for a telehealth provider isn’t a trip to the fair. People aren’t that into it. But they are into their health and free information about their health. That’s when we start bridging the gap to your audience, with content they can’t put down.

You’re Selling Reliability

I hardly trust the guy I buy scented candles from on the internet (don’t ask). You think I’m going to trust someone with my health and wellbeing that I’ve never even met? Probably not. Not at first at least.

Selling trust, or what I refer to as “closing the faith gap”, occurs in more industries than you think. And while it sounds diabolical, it’s really not. We don’t expect you to immediately trust or confide in someone you meet on the internet (not unless you want to meet Chris Hansen). Because no smart consumer would. Not unless you pitch them correctly – first with a bevy of educational information as explained previously, and then with sensations of reliability and trust.

What are the ways in which someone would doubt the efficiency or authenticity of your telehealth product or service? Where are the gaps? Before you even begin the education phase of your telehealth marketing strategy you need to identify the weak spots in what you sell. But as the manufacturer of the product, it becomes harder to see the faults as you have already experienced the product from a certain perspective. In other words, you get tunnel vision. That’s where we come in.

At our growth hacking consultancy, Rock Candy Media, we have developed a keen sense of what can be referred to as the “buyer’s gaze”, when customers try to identify everything wrong with a product before buying. Even things you never thought would be a problem – because issues are often made in the heads of the consumers, not the hands of the creator. We identify these problems and develop messaging or content that mitigates it before anyone even protests it. Evaporating it from existence.

Better Than What?

Once you’re able to both educate and convey trust, only then can you start actually selling your telehealth service. One of our favorite marketing strategies to introduce something to market is by contrasting it to competitors, or in the case of telehealth, a predecessor, – traditional healthcare.

With a sector as new and unfamiliar as telehealth, you need to give your customers a point of reference. Something that can’t compare with how great your new innovation really is. Because most likely, what you’re selling can in some way or another be accommodated through traditional means. So how do you convince someone who’s been eating shrimp their whole life that lobster is where it’s at? You start by naming everything that shrimp doesn’t have, that you do.

Odds are your telehealth service is a lot easier. How much easier? Maybe it’s a lot more efficient. Compared to what? Perhaps it’s what everyone else is doing and customers better catch on soon. Or else what? The way you answer these questions and the manner in which you deliver it to your customers will all determine how high your telehealth company goes.

Interested in what it takes to take your telehealth innovation skywards? Let’s have a chat. You might just be able to change the lives of thousands.

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