I hear it often in B2B, “we have the hardest time explaining what we do, but as soon as our prospects SEE it, they’re blown away.” The immediate instinct is to push prospects straight to a demo or an in-person meeting. But when 73% of B2B leads are not sales-ready, that’s like going “all-in” before the flop in Texas Hold’em. Your prospects will fold immediately.
We’ve established that fear is the wrong emotion in healthcare marketing. But with 31 other emotions to choose from, how do we know which is the right one to target?
Imagine going home from the hospital just 3 days early after having major, open-heart surgery. That's becoming a reality, aided by new digital health apps that are connecting doctors and patients like never before and redefining what it means to deliver a superior Patient Experience.
Expect long lines at Apple Stores today for the long-awaited Apple Watch. This year alone UBS expects Apple to sell 25 million of them, with annual shipments reaching 68 million by 2018. Apple has a tendency to swoop in and dominate markets, as it did with smartphones, tablets, and personal audio, so it's not a big stretch to expect the company to accomplish the same thing with wearables. If so, it could open up a major new digital marketing channel uniquely suited to wearable tech.
In the early March demo event, Apple VP of technology Kevin Lynch used his Apple Watch to take a call, watch a video, and open a garage door among other things. And like other smartwatches, it can do things like track your heart rate and tell you when you've been sitting around for too long. An accelerometer measures total body movement, calories burned, and number of steps per day, and there's potential for countless health related applications, which is great news for healthcare digital marketers. Here are 3 reasons why the Apple Watch will be the new marketing frontier in healthcare.