Read this blog from Seth Godin. A very innocent sounding title. All you need to do is to run a report from your CRM. Who are your EMR software customers?
Results can be analyzed. 78% Internal Medicine, 14% Orthopedic etc. and further, 46% Solo practices, 36% 2-5 providers. If you are capturing data well, you can even slice the data by demographics; 46 year old, white, male buying your EMR software.
If you had this information, how can you use it to target your market? Marketing managers enjoy plotting graphs and presenting this data. Will this data alone help you generate more leads? If so, how?
I don't need to write the cli·ché - people buy with emotions, justify with logic. How do you capture the emotional aspects of your clients? Seth has asked a few questions you need to ponder:
- What do they believe?
- Who do they trust?
- What are they afraid of?
- What are they seeking?
- Who are their friends?
- What do they talk about?
Your product marketing and presentation must capture all these emotions.
You can only do this if you are in constant touch with your EMR software users. Establish an open dialog they will tell you things you never knew about your own product.
Attempting any marketing without knowing your customers is a waste of time and money.