The Secret Sauce of Successful
Go-to-Market Strategies
Presenters
Cynthia Porter
Chris Watson
President,
Porter Research
@porterresearch1
Founder
In90group
@chrisin90
[email protected]
[email protected]
Go-to-market research
Actionable marketing in 90 days
Research Builds a Solid Foundation
Today’s healthcare IT
market is characterized by:
• Hyper-competition
• Shortening lifecycles
• Rapid commoditization
• Complex ecosystems
Vendors need to accelerate
market clarity
© Porter Research, in90group 2016
“
Imagine if you
could crawl
into the minds of
prospective clients
Market Research is a Critical Step
• It provides a deep understanding of the market,
industry, competitors and customers.
• It includes a deep analysis and understanding of your
accounts, buyers and users.
• This understanding will help you differentiate your
strategy from your competition.
• It will also help you prioritize your accounts, align your
strategy with buyer needs and address user problems.
© Porter Research, in90group 2016
The Inside Scoop
Key discovery question
Influences
• Real needs/pain points
• Buying decision influences
• Competitive landscape
• Pricing/packaging
• Positioning/messaging
• Target markets
© Porter Research, in90group 2016
The Key Questions
© Porter Research, in90group 2016
Know Where your Brand Stands
Key discovery questions
• Which vendor do you currently use (market share)?
• If you were to evaluate other vendors, which vendors would you
consider?
Solid answers you can leverage
• How aware are buyers of your company/brand?
• How does your brand stack up against your competitors?
• Do you need to invest more in brand awareness?
Strategies to deploy
• Revisit your relevance
• Thought leadership programs that align your brand with influencers
and leaders in the industry
© Porter Research, in90group 2016
7
Identify and Target “Intenders”
Key discovery questions
• Does your organization plan to change vendors? If so, when?
• If you were to evaluate other vendors, which vendors would you
consider?
Solid answers you can leverage
• Hit list of organizations who are in the buying (not shopping) cycle
• Drive immediate impact on your sales pipeline
Strategies to deploy
• Inform sales team members of “hot” prospects and provide scripts that
prevent sales from revealing identity of the survey
• Announce “incentives” that send you to the top of the short-list
• Build content that is focused on buying decisions vs. thought leadership
© Porter Research, in90group 2016
8
Deploy Competitive Attack Campaigns
Key discovery questions
• Which vendor do you currently use? Rate your overall satisfaction with
your current vendor.
• If you were to evaluate other vendors, which features would be most
important to you?
Solid answers you can leverage
• Year-over-year results show you who is losing the most
• Identify potential/emerging competitors from the “other” category
• Expose the strengths and weaknesses of competitors
Strategies to deploy
• Rapid, special, predictable conversion programs (easy to switch)
featuring current customers who have made the switch
• Calling campaign with “hit list”
© Porter Research, in90group 2016
9
Master your Message
Key discovery questions
• If you were to evaluate other vendors, which features would be most
important to you?
• What qualities in a vendor-partnership are most important to you?
Solid answers you can leverage
• Identify what is most important to your potential buyer by organization
type and title of responders
• Align product strength messages with practical needs and align
company brand with emotional drivers
Strategies to deploy
• Build persona-based messaging models
• Identify proof points and building blocks that support key messages
© Porter Research, in90group 2016
10
Movement in the Market
Key discovery questions
• Have you switched vendors in the past 12 months? If so, which vendor
did you move TO?
• Do you intend to switch vendors in the next 6 – 12-18 months? If so,
which vendors would you consider?
Solid answers you can leverage
• Volume of deals going down each year
• Which vendors are winning and losing market share, are you getting a
fair share
Strategies to deploy
• Use total number of “switchers” to support revenue projections, sales
territories and quotas, marketing budgets
• Modify marketing strategies – hard closer messages or get to know
your pain programs
© Porter Research, in90group 2016
11
Case Study: Population Health Management
PHM: A very crowded, immature market
© Porter Research, in90group 2016
Case Study: Survey Profile
• Conduct Brand Experience research among decision makers,
recommenders, and influencers within healthcare delivery
organizations
• Focused on top of mind brand awareness, as well as aided
familiarity and perception of population health vendors
• Blind (Porter branded)
• Target:1,200 organizations who had demonstrated meaningful
amount of “accountable care activity”
• 321 responders
© Porter Research, in90group 2016
Sample Questions
• When you think of “Population Health Management” solutions,
which technology vendors come to mind first?
• Please rate your level of familiarity with the following companies
as providers of Population Health Management solutions.
• Based on your experience, please rate your perception of the
following technology vendors’ Population Health Management
solutions.
• Of those sources you use, please rate the importance of each
source in selecting vendors to consider for your population health
initiatives.
• Please allocate 100 points across these five factors to indicate
their importance to your purchase decision.
• What percentage of your organization’s reimbursements are in the
form of “at risk” payment?
© Porter Research, in90group 2016
Top 3 Findings and Resulting Actions
• Brand awareness of client was much lower than anticipated.
• Launched intense awareness digital marketing campaign
• Expanded presence at HIMSS 2016
• Increased thought leadership budget with PR firm
• Physician groups are still shopping while health networks are buying
• Emphasized “how to” and “top predictions” campaigns to help
physicians learn how to purchase and act NOW
• Targeted demand gen dollars to focus on integrated delivery
networks and health systems
• Most reliable source of information is peer relationships
• Launched customer reference program
• Increased emphasis on speaking engagements and webinars
that feature customers
• Invested in customers speaking at Pop Health Management
Knowledge Center at HIMSS
© Porter Research, in90group 2016
Presenters
Cynthia Porter
Chris Watson
President
Porter Research
@porterresearch1
Founder
In90group
@chrisin90
[email protected]
[email protected]
Go-to-market research
Actionable marketing in 90 days