Have you aligned your company with a key channel partner to help get word out to target customers about products and services?
Endorsements from industry leaders and affinity groups can be highly effective. But your team might have to invest in resources to maximize the full potential of the partnership.
Hospital decision-makers on products, programs, and services are made up of a variety of executive leaders with a wide variety of functions and responsibilities. They make up a buying group, however, and each member can have a significant voice in the buying process.
Buying groups in hospitals don’t move in unison. They learn about opportunities and innovations at varying speeds and moments. Instigators, however, can move buying groups in unison and cycle them toward a buying decision based on their respective value propositions.
That’s how Groundswell Health builds its B2B marketing programs for disruptive enterprises. It is difficult to get a hospital decision-maker who might consider himself or herself an innovative thinker. Getting them to unmoor is one thing. Getting them to move is easier when they have others as part of a buying group already moving in the direction of your program.