How to Discover the Pain Points of Your HealthTech Prospects

Article by | June 24, 2021 Positioning and Messaging

If you don’t know what your prospective customers are thinking, feeling, and doing about the issues they are facing, you don’t know your customer.

They are on a self-service journey, making irrational decisions, and trying to navigate the confusion caused by conflicting information from multiple solution providers.

In this blog post, we:

  • Present a video about the cognitive triangle
  • Outline types of pain points your prospects experience
  • Suggest five questions you can ask prospects through the sales process

Think About This

  • 75% of buyers and sellers say they now prefer digital, self-serve, and remote human engagement over face-to-face interactions. This reality has intensified even after lockdowns have been lifted. [McKinsey]
  • The group of decision-makers at a B2B company spends at least 15% of the buying cycle time reconciling and prioritizing conflicting information. [Gartner]
  • Developing a 360-degree written persona can grow revenue. Organizations that do exceed their goals by 2.2 times. [Cintell]
  • 71% of B2B buyers research anonymously for the first three months but another 20% fly under the radar for at least the first six months. [DemandGen Report]

Whose Pain Is It?

Understanding your customer’s pain points can be just as annoying to you as the pain points are to your customers.

The questions your customers wrestle with cause them to feel at risk in their careers. The pain points make them frustrated. They are worried that if they don’t overcome them, they will be held responsible for limiting their companies’ growth. These issues are discussed over and over again.

The Cognitive and Rhetorical Triangles

We all have pain points in both our personal and professional lives. They are what can drive us insane, and therefore, drive our choices and purchases.

For a transcript of the video, click here.

3 Pain Points Your HealthTech Prospects Experience and How to Address Them

For most HealthTech organizations, your customers’ pain points can be broken down into three main categories. It’s up to your organization to address each one throughout your website as well in your marketing and sales collateral.

How to use questions to answer the three core pain points your HealthTech prospects feel

Process/Productivity Pain Points

Particular processes take too long, which inhibits productivity. Current solutions waste too much time with minimal results. For companies seeking a new technology solution, this is the most common pain point.

Cedar, a healthcare payments tool, addresses this point immediately when you hit their site (GIF below) and many places throughout their content and service offerings. The motion on the home page even helps the provider shopping for a solution feel the struggle lightened. They are gaining more payments with less struggle while simultaneously reaching 88% patient satisfaction.

Cedar homepage motion showing pain points of prospects

Financial Pain Points

In some cases, your prospective customers might be spending too much money on their current solutions. Now they’re either looking to save money or get a better bang for their buck.

Medaxion is solving a major problem for hospitals. In order for them to do their jobs with excellence, anesthesiologists must serve their patients with speed and have many options at their fingertips. The past way of pulling meds and supervising patients in surgery has led to tracking and billing problems down the line wasting hundreds of hours and creating billing headaches.

Medaxion promises to make it easy to capture, share, and analyze anesthesia and pharmacy data in real time. Their application delivers complete case documentation and drug administration data directly to clinical, pharmacy, and revenue cycle management teams thus solving the financial pain point.

Medaxion Pulse Sample Screens

Functionality and Support Pain Points

Your prospective client thought they had found the ideal solution to address their pain points…until it was implemented. When a company purchases the wrong software, they hit functionality and support hurdles that lead them to seek out a new provider quickly.

The belle of the ball answering this pain point is Zoom. Pre-COVID, they spoke to this pain point by concentrating on client testimonials and reviews as a direct response to the struggles potential users had with their competition. It’s an understatement to say that it worked.

Pre-COVID

zoom reviews

Current

Zoom Current

Why do Pain Points Matter?

Pain points help HealthTech companies speak to their prospects like humans. Rather than trying to simply sell a product, when you understand your prospect’s biggest pain points, you can offer a solution just for them.

Understanding your buyers’ pain points can help you:

  • Determine if a prospect is the right fit
  • Speak to prospects on a human and emotional level
  • Close more deals

Which does your content do first: rattle off a list of your features or address your prospects’ problems? Do you offer feedback and discussion opportunities through your emails, online forms, or blog comments that will allow you to hear the stories of the situations that are most painful for them?

The more you know your prospects and their pain, the more deeply and quickly you’ll be able to guide them to how your product or service alleviates that pain.

Maintain a conversation with your prospects, even digitally. When the self-service sale finally opens into a person-to-person connection, you’ll be in the best place to move your prospect to the signature line.

Ask Better Questions

Do ask open-ended questions. Use phrases like who, what, where, when why, how, help me, and describe

Do ask probing and clarifying follow-up questions. Prompt a story from your customer with phrases like:

  • Tell me about…
  • When that happened, how did you respond?
  • How did you feel when X happened?

Don’t ask leading questions. Leading questions often result in a simple “yes” or “no” answer. You need your prospect to spill the details.

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