038 | How to Earn Virtual Proximity Before HIMSS or without Live Events | Studio CMO

Podcast by | January 21, 2021 Marketing Strategy

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The Episode in 60 Seconds

Live events evaporated in 2020 and may or may not make a return in 2020. What percentage of your annual income came from trade shows and conferences?

In this episode, we look at the critical importance of building virtual proximity to your leads since, more than likely, you’ll have curtailed or no physical proximity to them this year.

  • Watch for these messaging trends
  • Your marketing budget must take an agile stance
  • The Funnel has transformed and will transform more
  • Dedicate a large part of your budget to content
  • Personalize your content
  • Don’t forget SEO
  • Consider restructuring your teams for better and faster communication

What to talk through your challenges with an objective source? Schedule a no-obligation chat today. Gain the clarity you need to press into your year.

Show Notes

This episode is packed with strategic ideas to pursue. In our show notes, we are linking you to articles, videos, and podcasts that can help you accomplish your goals.


Refine your thought process for budgeting as you take a more agile position in 2021.

A budget is essential, but if you’re not tracking your key metrics, you won’t know if you’re moving the needle.

Article outlining the logical process for building and tracking a KPI scorecard

Podcast focusing on tech marketing KPIs.

The Ever-Changing Funnel

In this presentation from Studio CMO host John Farkas, he discusses how the funnel has been transformed. The entire video is must-watching, but the video is cued to a key discussion about the funnel.


Building Content that Moves Your Audience

Article: Five Tips for Writing Better Health IT Content

Article: 10 B2B Tech Email Mistakes You’re Probably Making

Article: Six Videos Every SaaS Company Needs

Article: Why All Marketing is Digital in B2B Tech

Article: How to Build a Winning B2B Marketing Content Calendar

The following video features a live conversation between Mark Whitlock and three tech marketing writers and explores the tools of the trade, different processes, and SEO reminders.


Search Engine Optimization


Structuring Your Marketing Team

Podcast: The Role Missing from Your HealthTech Marketing Team

Podcast: Your First Six Months as a CMO

We can help. Schedule your no-obligation discussion to help yourself break free from what’s holding you back and discover what it takes to know your customer.
Book your appointment today.


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John Farkas (00:00):

There’s no shortage of adages now associated with the pandemic, but certainly one of the biggest changes for marketing professionals has been the elimination of events. Live events going away has made a significant difference in how we approach the market and the HIMSS conference going away as well as many of the others, but certainly HIMSS being one of the hinge points of the year for a number of companies’ calendars has made a tremendous difference in how things are going on. That’s what we’re going to talk about today. How do we make that change? What can we do in the absence of some of these mega-connecting events to keep the boat going? That’s what we’re going to take a look at today here on Studio CMO.

Mark Whitlock (01:07):

Welcome to Studio CMO. I’m Mark Whitlock, our host John Farkas, which you just heard from, is here today. John, welcome to the program.

John Farkas (01:14):

Hello everybody.

Mark Whitlock (01:15):

And Anna Grimes, our new co-host, is back with us for her second episode. Welcome back in it.

Mark Whitlock (01:20):

Glad to be here. Thank you.

Mark Whitlock (01:22):

And remember, Studio CMO is the podcast that’s designed to help you communicate your unique message to the right decision-makers in HealthTech. We want you to realize your market potential. And when we’re talking about the loss of events and how to market into this unique world, John, we’ve got some challenges ahead of us. And on today’s episode, we’re going to look at a number of ways to overcome those hurdles and continue to make relationships and make sales. As you move forward.

John Farkas (01:59):

We’re coming up on the one-year anniversary now of corn training in some form or fashion. It’s changed the way we do things. And I’ve had this conversation three times in the last week with leaders of different organizations, just realizing and reckoning with the fact that how we’re setting budgets, how we’re putting things forward is fundamentally changed and needs to fundamentally change because so much momentum for so many organizations came from the in-person interactions, the “happening into” people at these mega conferences that had been taken away. And so there’s a major channel. You know, I, I talked to one the other day that said, you know, they typically would count on 30% of the year’s new business coming out of the HIMSS conference. And I think that that’s low for some, I think it’s much higher for some others. So when you’re looking at that kind of change, it begs a lot of questions.

John Farkas (02:54):

It begs a lot of looking at how we can redo that. And so everybody is talking in healthcare, how the pandemic has hastened five years of change in as many months. You know, I think that it’s been a radical transformation. There’s a lot of movement going on and it’s not just in the delivery of healthcare, it’s in how the whole machine works. And a lot of what we’re seeing with HealthTech companies is that, you know, there was a movement already happening that started probably 10 years ago and has been increasing in its veracity over the last several years. But now it’s right in front of us. And that is the migration in some of these technology platform sales and how business is done for some of these high-end enterprise solutions, a migration to a more self service sale model, where much of the vetting, much of the research, much of the work that was done through in-person meetings and golf, outings, and lunches is now being done by individuals by themselves online and Google searches, where they’re going way down the rabbit hole and understanding the anatomy of a solution before they ever pick up a phone or before they ever shoot off an email saying that they’re interested.

John Farkas (04:18):

And so it’s really important that we’re engaging the market, making your products known, putting them in places where clearly you’re able to be discovered as you’re looking at that process of the self-service sale.

Mark Whitlock (04:34):

John, I heard you give a presentation about the, how much deeper into the funnel marketing plays a role, and we have a graphic on our website. So, come to studiocmo.com/038 studiocmo.com/038. You can see that graphic and the most interesting thing that day after you gave that presentation, John, is that you had a marketing leader come up to you and challenge you on the fact that that’s not happening in his organization. And I got a kick out of watching that conversation. And finally, you got to the point where he looked at this, this gentleman and said, so where is marketing playing a role in your organization? Is it more important or less important than it was five years ago? And that question stunned him because it made him think about it. And what he walked away realizing is that marketing is more a part of our business than it was a little while ago. And now in the course of the last 12 months, it’s become even more important and they may not even recognize it as marketing. And that’s a good point. It’s true.

John Farkas (05:37):

I mean, because we’re talking about engagement and it used to be that marketing was confined to the interest and awareness phases, just at the very top of the funnel, just to kind of get people’s interested. And then sales kind of took over when it pulled into the lead and qualified lead and into the sales frame. And now it’s pushing way down that funnel to where you’re far into the qualified leads clearly in the marketing scheme and sales is taking over for many organizations once they are well down the path of discovery. Now that’s not new news to most of our listeners. The thing that is: we have these events that have been the great merge for a lot of these companies have marketing and sales because you’ve got both teams with all their hands on the oars pulling towards these major events together. Well, not happening in a lot of these organizations are finding themselves with lots of budget dollars that they’ve previously allocated for a lot of these initiatives.

John Farkas (06:44):

And they’re saying, “What do we do? How do we reframe our approach in ways that this is going to make sense?” And what that comes down to is asking yourselves, what does it mean to gain proximity? And in this case, we’re talking about virtual proximity. We talk about proximity a lot with our clients and is it saying, okay, what do you need to do? What things do you need to have in place to engage, to get people’s interest, to draw near to them by demonstrating your empathetic understanding of where they’re sitting and then taking that as the start point and helping them into an understanding of the kind of transformation your solution can bring. So Anna help us into what are some of the key trends as we’re looking at meeting some of these, uh, the people in the health care universe, meeting them where they are and helping them into an understanding of the solutions that we’re bringing.

Anna Grimes (07:48):

First of all, I’d say we need to mourn those that we have lost in the pandemic. And as we continue to face this pandemic, the healthcare industry overall needs to acknowledge that up to this point, they have passed the ultimate stress test. Now we, we don’t know what the next few months will look like, but I think we’re all realizing that the one-year anniversary of all of this is fast approaching and with that has brought some changes. And we’ve talked about this before telehealth, but some of the other ones that I would draw people’s attention to particularly CMOs is budgeting has changed in a lot of these organizations. They’re not looking at a budget as a fixed 12-month goal, but they’re looking more in terms of daily, monthly, weekly metrics that they’re trying to chart their performance against.

John Farkas (08:44):

It’s been forced into a much more agile pattern,

Anna Grimes (08:46):

And they’re trying to just approximate those forecasts as nimbly as possible. Um, and so that, that is an aspirational goal, I think, for a lot of these organizations, but it’s certainly something that many are thinking about, and that has ramifications for any HealthTech company selling into that health system. The next thing I would talk about is that we’re no longer talking about social determinants of health, as nice to have they’re going down to brass tacks and looking at health equity. What are the factors that are keeping all of our citizens within a manageable population? And when I say all of our citizens, I’m referring to the health system, what can the health system be doing to engage and to keep people healthy in a way that guarantees a level of health for all? There’s a lot of conversation going on around that. The final thing I would say is that there’s two things that are kind of connected.

Anna Grimes (09:49):

One is HealthTech companies need to show how their solution keeps the health system tied to their patients. So as we see more of the home emerging as not just a venue, but as an access point for our care, we need to be able to educate health systems on how our solution helps that ecosystem, that they’ve developed of the hospital, the ambulatory care facility, the rehab hospital, what have you and the patient in their own home are all part of the same delivery of care. That’s a different concept and sort of devolving from that is, and it might seem a little antithetical, but it really isn’t is we’ve seen this maturity of data from the EHR in 2010, kind of coming into its own as a result of the high-tech act. But now we’re into seeing data solutions more into the finance and operations of the health system, instead of the, just the clinical, there’ve been plenty of finance and operations, digital solutions out there, but this is where the pivot is starting to be seen instead of, you know, Epic’s app orchard with all of these whizzbang things that can be, be attached to or flow from Epic’s EHR.

Anna Grimes (11:17):

Now we’re seeing solutions that can really streamline things for hospitals, for the sort of lack of a better word back office operations.

Mark Whitlock (11:25):

Mm. So let’s take a look at a couple of those. John, take us into budgeting. What’s going to be some of the core tenants for CMOs to move forward this year in budgeting.

John Farkas (11:38):

And this is something we’ve learned over the last year. Agility is going to be important. It’s a dynamic landscape and it’s evolving month to month, as far as how comfortable people are feeling with different levels of engagement. I think it’s safe to say, especially in healthcare, healthcare is going to be among the more conservative fields, because obviously people are aware and concerned about the significance and legitimate, see of what we’re confronting as a health crisis here. And so it’s healthcare. I expect we’ll be one of the last places to resume some form of normal pattern in how we’re engaging. So acknowledging that, knowing that it’s going to be some time before we resume, what had been happening before.

John Farkas (12:22):

And what had been happening before is going to be fundamentally different. You know, there’s going to be some changes. So holding plans loosely is important that said, this is the time to recognize the reality that how sales has engaged in the past is no longer the way that we’re moving currently, because it can’t be, it was already heading in that direction. And so this is a time for organizations to take some more dramatic steps at saying, okay, what does it mean for us to have a legitimate demand generation engine that is helping people into an understanding of our solution that is fully committed to supporting the self service sale? What does it mean to move into fully supporting a self-service sale model where we’re well down the path of education. By the time we get to the point where having in-person direct contact with prospects, it takes a lot more engine than many organizations who have not gone there before are willing or feel is warranted. I mean, there’s a lot of work here that needs to be done and creating the kinds of resources that people need. We run into this so often with our clients, right? We understand what it’s going to take from a content perspective to support these kinds of conversations.

Anna Grimes (13:59):

content, content, content, content, content, content.

John Farkas (14:04):

And, you know, here’s the problem. We can’t just throw junk out there. No, it has to be substantial, thoughtful assertions that demonstrate command over critical areas where people are feeling lost are feeling alone, are feeling like they don’t have the right kind of way to find the path through the problem, right? Making significant assertions, taking the time that it takes to bring your real strong thought leaders to the table and commit to creating the kinds of assertions that are going to get noticed, because boy, it’s loud out there. And if you’re not aware of what the real problems are and are bringing real conversations, that aren’t all about sales, but it’s all about foundation level clear, understanding, meaningful assertions into the market that help clear the fog. If you’re not willing to do that, then you’re going to fall short in your efforts. And we’re talking about this with our clients every single day in helping them. Okay, what is it going to mean to make meaningful assertions in a very crowded, very confused disordered market right now, if you can help bring order and meaning into the market, you’re going to get hurt right now because it is very difficult.

Anna Grimes (15:37):

Take your PT Barnum hat off, forget about “better, faster, cheaper,” and think about not how great my technology is, but how great my technology is at solving the problem of the person sitting in the seat across from me or virtual seat across from me, and then being able to relate it back to some of these larger trends that they’re feeling every day in their hospital or practice or wherever it is that you’re selling into. They need to know you are an ally at that decision-making table because they’re bringing the solution that you’ve got. They’re bringing that to that meeting with everybody else. Who’s making that decision and the degree to which you can clearly articulate your ability to solve their problem and to understand their seat is really critical.

John Farkas (16:28):

This started because you asked about budget. And so I don’t want to get, I don’t want to lose, I don’t want to lose sight of that because what we’re talking about here is the creation of high level resources that don’t just be awareness States. That’s what we were just talking about really was aware of. Exactly. So, but it’s taking them into the next stage of the conversation. Once you get their awareness, you have to lead them into understanding of what you’re able to do. And many people in the ecosystem are accustomed to that being an in-person conversation. And those are not happening at the same level of frequency that they used to. And so creating the kind of resources that take people through that, step-by-step understanding now some of that can be done in webinars. Webinars are ClearWay because there’s an opportunity for some, some dynamic interaction in that.

John Farkas (17:24):

But we’re talking about really well done videos. We’re talking about explainers, we’re talking about demos and creating self-directed interactions that where people can really dive in and learn at high levels about what your solution is able to do without having to talk to somebody. Now, ultimately you show them something in that that gets them to the point where they do pick up the phone, or they do shoot an email with an inquiry. You have to nurture them well down the road and commit the kind of resources to create the kind of resources that it takes to, to have those conversations at deeper levels than marketing has traditionally done.

Mark Whitlock (18:09):

Now, I’m sure there are listeners going. We do that already. We create everything that you’ve just talked about. And so my challenge would be something that I have to do probably once a year to keep, make sure that I’m not listening to my own echo chamber. And that is to audit all of our resources and take a look at them and genuinely say, which of these are awareness, which of these are consideration, which of these are decision and do I have connective tissue between them? Uh, and if you’re like me, you’re going to find that it’s a lot easier to produce a piece of content that’s in the awareness stage. It’s much more difficult to produce pieces further down the funnel. Also making a call to action that moves people later in the funnel takes. Some finesse, takes a little bit more attention and a little bit more time.

John Farkas (19:01):

And, and resources too, because all of a sudden when we get down into the lower levels or the deeper levels of understanding, we’re having to pull in the product team, right. And they’re busy. And it’s going to take a little bit more work to make their stream of consciousness presentable in the context of our marketing.

John Farkas (19:20):

And so that all takes time, effort, and energy. That a lot of organizations are not willing to pull together. I mean, some of this starts looking at some fundamental transition in how teams are structured, because all of a sudden a product marketing person can become really important where it wasn’t as, as important before you have somebody who’s eminently familiar with the product and understands how to cross that bridge in the marketing in ways that, uh, that, that, you know, gets down farther in the technical weeds is able to bring some of that, that deeper level, understanding to the T to the marketing mix, to help serve that self-service, uh, need that we’re seeing become increasingly pronounced.

Anna Grimes (20:11):

John, how does that then? Cause I hear this a lot from our clients. Will we need an ABM strategy? We need to know what we’re doing with, you know, our account-based marketing. Um, what, how does that fit into this sort of, uh, changing ecosystem?

John Farkas (20:28):

Yeah. Health tech. I mean, w we’re we’re typically looking at companies who have a fairly limited addressable market. I mean, sometimes they, the rest of the market numbers in the hundreds, I mean, sometimes it’s the thousands, but we’re looking at a fairly confined set of buyers. And most of them have a top 10 list, you know, top 10 potential prospects that we’re going after, or maybe that’s a top 50 list, but it’s a confined list that is at some level knowable. And so looking at what kind of resources you can create for specific institutions where you can put a storyline together that, you know, because you’ve had enough interaction in and around the organization that you know, is going to meet some of their felt needs or the mandates that their leadership has put in front of them. And so you have the opportunity to create some resources.

John Farkas (21:28):

Maybe it’s a landing page. You know, Anna is very fond of saying, “If you’ve sold into one health system, you’ve sold into the one health system.” Um, you can’t say if you’ve sold into one, you’ve sold into a mall, but for many solutions, there’s probably four to seven scenarios that are common where the template of the problem space is like four to seven different scenarios. So you can tell those four to seven on landing pages and then use those as leading edges into some of these different accounts where you can personalize some of those stories and create specific landing pages where it looks to them like you’re reading their mail, um, because you have right. And you’ve done some of the research to know what some of those problem opportunities look like. And then it’s just about how do you surround that organization with the kind of awareness that makes sure that no matter kind of where they turn online, that they’re seeing your logo there, they’re seeing something you’ve put forward. They’re seeing something that is pertinent to the issues and challenges they’re facing and helps pull them into your universe.

Mark Whitlock (22:44):

Well, we have covered a bunch of topics already here on this episode, we started off talking about the budget and the need in this day and age to be incredibly agile and to secondly, invest more marketing dollars into a diversified set of content. It all started about how that content needs to be much more tailored, much more personalized toward the core contacts, the core leads that you need to pursue. And John, that’s a lie. We know there are tons and tons of tools in the tech stack and everything else, but let, let’s pull it back down to strategy. What do you do with the money you have and the content you need to create and the targets you need to hit? What do we do?

John Farkas (23:26):

Yeah, well, marketing and sales is all about engagement and that’s what we’re talking about here, how we need to re factor engagement. And so really part of what I would encourage organizations to do is forget about aligned between sales and marketing right now, pretend there’s not a line and say, what can we do together to actively engage our market? It’s going to look at the entire funnel and say, okay, what can we do? What are the activities? How can we gain proximity? It has to involve the traditional content channels. We have to be putting out great content that meets clear market needs. We have to be inviting people to webinars that showcase what our solutions do in brain. We have to jump in and say, okay, what are some of the specific things for some of our specific targets that we want to engage on?

John Farkas (24:25):

And that can be through emails. It can be through social. It can be through advertising, creating what we call the color cloud around these clients that helps them not be able to not see you. How’s that for a double negative, that helps be able to clearly see you, but they can’t help, but see you because everywhere they’re turning, they’re coming into some touch with your brand. That is a multifaceted multiperson multi-month effort. That is reframing what it means to gain proximity. It’s taking the place of an event like hymns, where we have the opportunity to walk down the aisles and see people that we need to talk to and encounter representatives from our target prospects and make our case. We now have to do that digitally. We have to do that virtually, and it’s going to take a lot of refactoring of the budgets and resources and collaborate together to say, what does it mean for us to engage these people in ways that we’ve never done before? Yeah.

Anna Grimes (25:34):

You know, for every introvert, who’s so grateful that they don’t have to go to him. Even introverts need their information and even introverts have to make buying decisions. And even introverts have to put their own, uh, solutions in front of them.

John Farkas (25:49):

Folks. It’s really important. Now that we worked together, tear down the marketing sales wall, open up the conversation and work together to engage the people that we’re trying to get to. You have to create the cloud. You have to create the universe around them that helps them into your conversation and lets them know first that you understand who they are, what they’re going through and how the problem space is shaped, and then brings them into an understanding of how you can fundamentally make their lives better. It’s an active, consistent presence that forms what we call the color cloud. That enveloping force that pulls people into a conversation and creates presence that we’ve lost because of our inability to do some of this work in person. Yeah.

Anna Grimes (26:44):

When we’re talking that color cloud, SEO is a huge part of that search engine optimization is where we need to really focus in on getting your site found for people searching for the kinds of the keywords that your product can match to. It’s really important to be found on this big, huge maelstrom that is the internet. And it seems like such an obvious thing, but it can be easily. Marketers can take their eye off the SEO ball and they do so at their peril.

Mark Whitlock (27:17):

And you’ve had some interesting conversations, haven’t you, Anna, where our customers understand that SEO is something. SEO is something important. SEO is something they need to spend time and energy on. But then when we start down the process of building a plan for them, what have you seen?

Anna Grimes (27:33):

There’s a lot of education that needs to happen. I think for any marketer, there are so many things that they’ve got to master and SEO is probably the most granular of those things that they have to master. And you really need to put yourself in an expert’s hands. This is, you know, don’t try this at home kit because it is a very specific thing. You’ve got to satisfy the Google gods every day and you’ve got to do the kinds of things that make it as easy as possible for a potential buyer to find you, even if they don’t know that they’re looking for you, that’s true. And then once you get them there, you need to lead them through your site in a way that makes for a meaningful journey. That’s also part of SEO. Um, so that’s just something to always keep at the top of your mind when you’re talking about this marketing cloud. Yes. It’s content content content, but if you haven’t fully articulated your SEO strategy and built out that strategy into a workable plan, ain’t nobody going to find the content.

Mark Whitlock (28:49):

That’s right. That’s right. Content without SEO is a bunch of nice words on the internet. SEO without content is trying to do a bunch of tricks and trades that Google see right through and you won’t have anything.

Anna Grimes (29:00):

And then you get dinged for.

Mark Whitlock (29:02):

exactly Chris Turner, who is our senior director of digital strategy and performance analytics has been on our podcast. A few times. He’s written an excellent guide to a marketer’s view of SEO. So this is not SEO. One Oh one. It’s more like SEO, four Oh one, but we’re linking to that from a studiocmo.com/038, that studiocmo.com/038 and click on the SEO guide and take a look at what Chris has put together. It is excellent work,

Anna Grimes (29:31):

Not the time to be shy about what you’re doing. We spend a lot of time talking about, you know, don’t lead with your technology taken empathetic approach, but now more than ever, you need to be as present as possible in front of these folks so that you can start building a relationship with them. And one of those ways is through some of just the plain old tried and true tactics of marketing. Only this time, you really have to utilize them to their fullest potential. And that’s things like don’t make your social media campaigns just broadcast campaigns, embrace them for the true engagement channels that they can be. When you do develop a content program, you need to develop the content program. They write the one blog post every two months and they wonder why they can’t get more traffic to their site. Some of it is just about focus and structure.

John Farkas (30:28):

People are looking for places to engage that are meaningful. I mean, that’s part of the reality. They figure out what their sources of truth are, where they can go to, to get some of the answers to their questions. If you are just sticking your toe in the, in and out of the water, in and out of the water and you, and you, aren’t a force that can be counted on to have a reference about a certain topic, then people aren’t going to reference you. You want to have a consistent drum beat. You want to create that cloud, that presence that says, we know about this, we’re going to have some point of view. We’re going to have a perspective. We’re going to have something that we can bring you. That’s going to be meaningful. That’s an important place to inhabit right now because in a, in a realm where we don’t have these conferences to go to, right, we have to create places to go to. And if you can, and if you can do that, that’s the objective, you know, create the virtual place to go to for perspective and input on how to solve these critical problems. That’s going to be an important key in this, in this next half year.

Anna Grimes (31:33):

Trust is also a big part of making sure your pacing is regular. Is that you’re speaking into this marketing cloud that you’ve built at a healthy cadence, and just that alone helps build trust before they even click on the blog post or download the ebook. The other thing I would say too, is that we have a need to connect because we’re not connecting face-to-face anymore, but we also need to provide the folks we’re talking to at a specific hospital or health system with what they need to go and engage with their peers. Because as we all know in B2B, but most, especially in HealthTech and in healthcare, these are group decisions and the buck stops generally with the CTO or the CFO. But again, that would depend on a lot of factors, but we’ve got to empower those folks with the information they need that is trusted and reliable, but also spells out the features and benefits of what it is you’re trying to, to get them to buy.

Mark Whitlock (32:51):

We’ve talked a lot of theory and strategy top-down vision, which is where we need to be. So let’s move to brass tacks, come to studio, cmo.com/zero three eight, that studiocmo.com/038. And so whatever that next need is, is it content calendar? Is it social philosophy for engagement? Is it how to make the most as a presenter? You know, you’re not exhibiting at a live event. You’re not exhibiting at a conference or a trade show. How do you exhibit in quotes at a virtual event? And how do you make that? When we have resources about these topics and a number of others linked from our show notes at studiocmo.com/038. And John I’ve heard you say it time and time again, sometimes what a HealthTech marketing executive needs more than anything else is an objective party to gain some clarity. What would happen if one of our listeners or a hundred of our listeners got in touch with us and signed up for a no-obligation, sit down with you and our team to talk. What, what would that look?

John Farkas (34:00):

We know that there is a lot of subjective perspective and absolutely it there’s just times where it’s hard to see the forest for the trees. You know, what we do have is some level of objective perspective. We engage in this market all the time. We see a lot of what the flow of conversations, the hot buttons, the issues that arising to the top. And a lot of times it’s easy to sink in and say, gosh, I can’t see anything we could be doing any better than what we’re doing right now. If you’re struggling, if you’re in a situation where traction really feels elusive, right now let’s have a conversation. Or if there’s some, or if there’s a part of your strategy that you’re looking at and thinking, I know we can do this a step better, happy to look at that and just spend some time talking about the world that could be and what some of the opportunities might look like. We value the relationship. And, you know, if it turns into something in the context of our work, great, but that’s not the primary objective here. It’s certainly is to be a resource in whatever way we can. And when it makes sense to look at working together, we’re certainly open to that as well, but it just really has to be the right moment, the right time, the right relationship.

Mark Whitlock (35:14):

So come to studio, cmo.com/zero three eight, and click on sign up for a strategic consultation. And we’ll get you on the calendar and be able to have that no obligation objective conversation with you, check out those links as well. And also if you haven’t listened to the previous episode, if you haven’t listened to our episode about the fundamentals, that will be linked there as well. That’s episode 37 do. So this is a philosophical vision talk. Last episode was a brass tacks. Don’t forget these three things talk. And the three things we talked about on that last episode are the three core tenants that we discuss here at studio SEMA. First of all,

Mark Whitlock (35:53):

To fully understand your buyer’s problems,

Anna Grimes (35:55):

to lead with an empathetic understanding.

John Farkas (35:58):

And then through both of those foundational components, make sure that your buyer understands that you’re setting them up to be the hero.

Mark Whitlock (36:07):

We’ll see you next time on Studio CMO.

Mark Whitlock (36:09):

Studio CMO is shaped by Golden Spiral, an agency providing market positioning and demand generation for HealthTech. We help healthcare technology companies establish and communicate their unique message to the right decision-makers. Realize your market potential. Contact Golden Spiral.

Mark Whitlock (36:33):

Our music is provided by some of Nashville’s hottest studio musicians who make up Human Music, a BMG production music company. Find out more at humanmusic.com.


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