Marketing General Marketing Strategy Marketing to HealthIT Companies

Are You Speaking Their Language in Your Marketing?

At our HITMC marketing events, there are a number of themes or ideas that keep popping up over and over. We should probably put some of these major themes into a document that will likely stand the test of time since these principles are universal and apply to marketing regardless of format.

One of these themes is that you need to market the problems you solve instead of what you do. While we’d like to think that people are good at taking what you do and applying it to their problems, it’s just not the case. Those who you’re marketing to are often busy, distracted, or just plain miss the connection between what you do and how that can help them solve the problem.

That’s why it’s so important that you learn to speak the language of your customer. I know very few buyers who need another platform. Their problem isn’t a platform and when you’re marketing speaks in that language, it’s no surprise they don’t buy your product. Here’s a funny example from Rush Hour 2 that illustrates this point really well:

Are you speaking the language of your customer or the language of your company?

Unfortunately, we’ve seen over and over again that many healthcare marketers are speaking the language of their company (ie. a products features and functions) as opposed to the language of their customers. For example, no one has a problem with secure texting. However, many have a problem coordinating care for complex patients between the nursing staff, doctors, front desk, HIM, and billers. On the patient side of things, the same principles apply. Learning to understand what patients are really looking for instead of how a healthcare professional talks about what the patient needs is very important to effectively market to patients.

Turns out this is easier said than done. It’s much easier to market what you do. Understanding the problem people will pay you to solve takes a lot more work. However, that work is worth every effort.

About the author


John Lynn

John Lynn is the Editor and Founder of the nationally renowned blog network The Healthcare Scene network currently consists of 15 blogs containing almost 7000 articles. These EMR and Healthcare IT related articles have been viewed over 13 million times. Plus, Healthcare Scene recently added Health IT focused career resources and to the network.
John also co-founded two companies: and Plus, John is the Founder of 10 other blogs including the Pure TV Network and Vegas Startups. John’s 25+ blogs have published over 15,000 blog posts, garnered over 30 million views and had over 122,000 comments. John is highly involved in social media, and in addition to his blogs can be found on Twitter: @techguy and @ehrandhit and LinkedIn.

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The Healthcare and IT Marketing Community (HITMC) is an extension of the HITMC conference that is the first of its kind event that brings together marketing and PR professionals from throughout the health care community. We strive to provide amazing marketing and PR related content that helps HealthIT companies and healthcare organizations  stand out amidst all the noise of the industry. If you’re looking to market to hospital executives, doctors, practice managers, patients, or other healthcare professionals, you’ve come to the right place. Welcome to the HITMC community!