1. Education Marketing Catering to the Healthcare Buyer

2. Agenda 1.Introductions 2.A day in the life of the hospital CEO/CFO 3.How many decisions do you make a day? 4.A bit about the brain and language 5.Four proven content and marketing strategies

3. Introductions

4. Our personal stories David Rodriguez, SVP Marketing Tract Manager Holdings Lindsay Peabody, Content Marketing Manager

5. A day in the life of a hospital buyer

6. Vendors, vendors, vendors!!! The Number of Vendor Inquiries Hospital CFO and CEO Receive Each Day: 1.30-50 calls per day a)How do you stand out? 2.10-20 emails a day a)What are you saying? Some of the best advice I have ever received Let them off the hook Drip Create a deadline Separate the facts from imagination Change the approach The final approach Take a risk

7. How many decisions do you make a day?

8. Decisions….decisions The average CFO/CEO makes 124 decisions each week. 1.At least 85% of them are made in less than 9 minutes 2.The rest are made in 1 hour or more Which decision time frame do you want to fall into? Urgency can be created but doesn’t always map to hospital priorities – How do you overcome this (this is the biggest challenge in the selling cycle)?

9. When do decisions get made Sales Cycle: What Content Goes Where? In our latest survey, we ask technology buyers, from engineers to the c-suite, what content they find most helpful in each of the four phases of the sales cycle: PRE-SALES Unaware of problem INITIAL SALES Understanding the problem MID-SALES Identifying solutions, considering vendors FINAL SALES Finalizing vendor, purchasing solution 1 2 3 4 Eccolo Media 2015 B2B Technology Content Survey Report, Eccolo Media Inc.

10. Creating a sense of urgency Visual, short, and provocative… our survey respondents found blogs and e-newsletters most helpful in the early part of the sales cycle. PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution Blogs E-Newsletters 40% 35% 30% 25% 20% 15% 10% 5% 0% Blogs and Newsletters Present the Problem

11. Connect with the audience Next… White Papers Explain It 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution White papers help buyers understand the problem presented

12. Engage quickly and effectively They are particularly effective after buyers understand the problem and are now looking for solutions and vendors. PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution Videos 40% 35% 30% 25% 20% 15% 10% 5% 0% Finally, Videos Offer the Solution

13. When is this stuff used In all, survey respondents pinpointed where 10 different content types were most helpful in the sales cycle White PaperCase StudiesVideosInfographics Blogs Brochures/ Data sheets eBooks E-newsletters Webinars Detailed Tech Guides 50% 40% 30% 20% 10% 0% PRE-SALES PHASE Unaware of problem INITIAL SALES PHASE Understanding the problem MID-SALES PHASE Identifying solutions, considering vendors FINAL SALES PROCESS Finalizing vendor, purchasing solution

14. A bit about the brian and langauge

15. Women, Fire and Dangerous Things George Lakoff - Professor of linguistics at the University of California, Berkely -Heavily involved in Political Advisory -American cognitive linguist, best known for his thesis that lives of individuals are significantly influenced by the central metaphors they use to explain complex phenomena. -The book's title was inspired by the noun class system of an Australian tribe, in which the "feminine" category includes nouns for women, water, fire, violence, and certain animals.

16. Women, Fire and Dangerous Things What categories reveal about the mind: 1.Semantics 2.How individuals are influenced by central metaphors 3.Metaphors are central to storytelling 4.Stories create emotional connections 5.Emotional connections create empathy, understanding and relationships 6.Relationship are key to selling

17. Buyers will fill in the gaps FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPIERENCE OF YEARS

18. Buyers will fill in the gaps FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPIERENCE OF YEARS If you’re not telling the story you want, who is? Your Competitors. 6

19. Four proven content and marketing strategies

20. 1. Find the talent and use it to build trust Who are the subject-matter experts in your organization? Learn who they are and listen to their ideas. Find outlets that are well-suited for their expertise. Make connections to build trust over time. subject-matter expert marketing professional (you) your audience third-party outlet

21. 2. Focus on high-performing content Develop an editorial calendar with specific goals in mind. Reliable content types: –List posts. “5 Common Misconceptions About Hospital Purchased Services” –E-books and how-to guides. –Case studies and testimonials. –Videos and infographics. Don’t waste time on content that doesn’t drive the results you want.

22. 3. Allow yourself time to research Dig into your marketing analytics. Stay on top of marketing trends. Learn from your industry subject-matter experts. Use your findings to drive your editorial calendar.

23. 4. Communicate with your marketing team Build trust among your team by having fun. You have to trust each other to communicate and collaborate well.

24. Questions and Answers