Transcript of What is Healthcare Positioning? | The Better Outcomes Show
Rafi Salazar
0:00in healthcare specifically um0:03positioning isn't something that we do0:05to our service to our treatment to our0:07software it's not something we0:08physically do to the product in or alter0:10the product in any way positioning is0:12simply the way we0:14communicate value the value we create in0:17healthcare for the specific stakeholder0:20that is going to be the purchaser of0:21that software of that product of that0:23service0:27Etc hello welcome to the better outcome0:30show where we explore the possibilities0:32of a new healthcare each episode we0:35bring you a conversation with leaders0:37across the healthcare industry exploring0:39topics ranging from new treatment0:41techniques and interventions to novel0:43Service delivery methods and business0:45models and now your host Rafi Salazar0:48from rehab you practice Solutions a0:51leader in patient engagement and0:52retention strategy let's explore the0:55possibilities of a new healthcare1:01hey there rafy salar with rehab you1:04practice1:06Solutions what is positioning I talk1:10about it a lot you probably get emails1:12from me um about it if you're on the1:14email list you definitely hear about it1:16on the1:17podcast this idea of developing a1:21positioning strategy in healthcare as a1:23way to drive business in the form of1:26qualified leads sales conversations Etc1:29the question is before we even get to1:31developing that strategy like what is1:34positioning well how do I think about it1:36what does it mean how do you craft one1:39in this episode I'm going to take a1:41little bit of time to discuss and Define1:44and what what is positioning in general1:46what do we mean by positioning and then1:49specifically how it's different and a1:51little bit more challenging in healthc1:53care versus other Industries you know1:56Financial Services you know laundromats1:59car dealership2:00how is Healthcare positioning different2:03than positioning in other areas of the2:05economy or other markets and then how do2:07you go about crafting a positioning2:09strategy for your health care business2:11whether that be a private practice a2:14private healthare practice or a health2:15care software company or device company2:18how do we go about positioning our2:20product or service in a way that drives2:22people hopefully um to book calls for or2:26book sales calls book appointments do2:28the things that actually get the2:30business money and revenue so that you2:33can keep paying your team um and and2:36building your dreams right so let's talk2:38very high level what is positioning so2:43again in order to in my mind this is how2:46I think about it so back up here high2:49level in my mind business development in2:53health care in anything really starts2:55with the foundation and that Foundation2:58is positioning3:00the positioning strategy you choose for3:03business and upon that rests the uh3:06marketing techniques tactics strategies3:09the content you create the mechanism for3:14followup and Outreach and sales all of3:18that stems from understanding3:20positioning so what is3:23positioning at the very Basics and I3:26mentioned this before this is not an3:28idea that I've come up with it all3:30there's actually a book called3:32positioning the the battle for your mind3:34I believe is the name of the book it's3:36by trout and race I think it was written3:38in3:392001 2002 early uh early 2000s um but to3:45quote their book and I'm just going to3:47straight read from their introduction3:49here so positioning is not what you do3:52to a product positioning is what you do3:55to the mind of the prospect that is you3:59position the product in the mind of the4:01prospect so in healthcare specifically4:06um positioning isn't something that we4:08do to our service to our treatment to4:09our software it's not something we4:11physically do to the product in or alter4:13the product in any way positioning is4:15simply the way we4:17communicate value the value we create in4:20healthcare for this specific stakeholder4:23that is going to be the purchaser of4:24that software of that product of that4:26service Etc um the key here is to4:29understand that you don't necessarily4:31need to change the product a lot of4:33times um or solution to dial in a great4:37positioning for your target market the4:39goal of positioning is to take that4:40solution or product that you've4:42developed that you offer that you4:45whatever um the treatment you provide4:47and communicate its benefits or value in4:49a way that appeals to your target market4:52so your positioning strategy at the end4:54of the day is ident is centered on4:57identifying who that ideal customer is5:00the value you create for them and then5:02communicating what you do in a way that5:04is compelling to that Target Market so5:08um to quote that book again positioning5:11a um a battle for your mind uh changes5:15made in the name in the price and in the5:19package or terms itself are really not5:22changes in the product at all they're5:25basically cosmetic changes done for the5:27purpose of securing a worth while5:30position in the prospect's mind so this5:33requires again that you understand your5:36target market their challenges their5:38pain points um and all the potential5:41solutions that could be available to5:43them what might they choose for example5:45somebody with back pain might go see a5:47pain management specialist for an5:49injection they might see um some kind of5:52Prosthetics or orthotists for like a5:53back brace they might see physical5:55therapy for exercises and and5:57strengthening they might see a5:58chiropractor for an adjustment they6:00might even go see a neurosurgeon or an6:03orthopedic surgeon for surgery so6:05there's a wide range of options so what6:07you're doing in a positioning um6:10strategy when you develop your6:11positioning strategy is you're trying to6:13differentiate the value you create this6:15the benefits that you can provide to the6:18the customer in this case this low back6:20pain patient um from all of the6:22available substitutes out there um6:25because again there's a handful of6:27things this patient could do or this6:30perspective patient could do to6:32alleviate their back pain so your goal6:34um is basically to communicate the value6:37that you do in a compelling manner so6:39that the prospect chooses you and not6:41your competitor right put more clearly6:44effective healthc care positioning6:46involves understanding who your product6:48or solution serves and the context in6:50which they'll be using your solution so6:53um I've used this example before on6:55several different podcasts I know I've6:57talked about it before on articles I7:00think I might even mention it in the7:01book uh better outcomes a guide to7:03humanizing7:04healthcare but uh a couple guys that I7:07listen to their podcast is called the7:09two Bobs go check them out their uh7:12Professional Services Business7:13Development uh podcasts primarily in7:16like the creative space digital agencies7:18and and the like but one of the the host7:21Blair NS mentioned this on a training I7:23did with him years and years ago uh7:26Business Development and sales training7:28he said essentially think about POS7:30positioning a positioning statement as7:33we do X for Y where your ex is the7:36discipline or the service provide and7:38the Y is your target market um and7:40that's ultimately how you want to think7:43very base level about positioning so7:46again your positioning strategy is the7:48foundation upon which all of your health7:50care business development uh tasks7:54objectives initiatives rest um so that7:58starts with understanding what you do8:01and for whom you do it or who you do it8:04for um a healthcare positioning strategy8:08or statement again defines what you do8:10and for who you whom you do it it can be8:13easily stated as we do this we provide8:17this service for this target market um8:20and again that X is your product or your8:22service of value you create and why is8:24your stakeholder or targeted Market you8:26can get creative about this some people8:28will use their as um not just the8:31service they provide but the benefit8:33they create right like we help um8:37healthc care mid Regional Health8:41Systems provide we provide uh here's a8:44good one we provide full stack patient8:47engagement softwares and platforms for8:49uh mid Regional Health Care Facilities8:51or systems right that clearly defines8:53what they do and for whom they do it you8:56could also say um something like maybe8:59you're an RCM company a revenue cycle9:00management company you could say9:01something like we help or we combat low9:06or we help uh Private health care9:09practices combat low insurance9:11reimbursement so that again is providing9:13it's it documents who you're who you're9:16helping and the value you create for9:18them it doesn't necessarily say we do9:20revenue cycle management for those9:22companies maybe you're trying to9:23differentiate yourself and what is the9:24pain point the pain point is low uh low9:28insurance reimbursements so we help this9:31target market small private practices in9:34maybe even Niche down in the you know9:36Primary Care space or the dentist space9:39or you know Physical Therapy space9:40whatever you pick that you Niche down9:42even more um we provide or we help this9:46type of uh client combat or solve this9:50specific paino or problem in this case9:53low insurance reimbursements so that's9:55how you think about this is my9:58positioning strategy or statement upon10:00which I will build all of my um Business10:04Development uh initiatives goals tactics10:08the platforms you use Etc all of that10:10kind of stems from what is the10:12positioning positioning we're choosing10:14as an10:15organization so healthc care positioning10:18strategy has four distinct goals um and10:22I'm going to link to I did a pretty big10:23and in-depth article on this on the10:25website rehab you practice Solutions10:27I'll link to it in the show notes if if10:29you want to check it out I'm sure in uh10:32in the next little bit we'll probably do10:35a webinar on the topic and in that if10:37that's the case if we end up doing it10:38we'll send an email out um but then10:40we'll also host that on the website as10:42well you can go to insights uh webinars10:46and workshops and there's there uh10:48there'll be all the the backlog of of10:50the archived webinars that we've done in10:52fact I10:54did a a marketing um it was called10:58health10:59marketing um communicating the value you11:02create in healthcare or something like11:04that it that was the name of the of the11:07webinar and it was targeted specifically11:10for healthc care providers but there's a11:11lot of information about positioning in11:14that presentation um I it was either the11:17the healthcare marketing one or or the11:19lead11:20generation podcast or the lead11:22generation webinar there's two of them11:23up there um tackling the idea of direct11:26to consumer marketing and Healthcare if11:28you want to check them out go to the11:29website they're there they're both free11:31um probably an hour each or something11:34like that but in those two uh webinars I11:36did talk about positioning from a11:39provider standpoint here I'm going to11:41talk about positioning kind of globally11:44for all the stakeholders whoever you may11:46be in healthcare whether you're a11:47provider whether you're a a vendor11:50within the industry whether you're payer11:52policy whatever um kind of what is11:55positioning in healthcare and how does11:57it different from how does it differ11:58from other organizations but the main12:00goals of positioning there are four of12:02them and I kind of alluded to this12:04earlier you want to reduce the number of12:07direct competitors obviously like I said12:11your clients your prospective clients12:13and customers have a range of options12:15that they can select from to solve their12:18problem um and your goal is not to12:21eliminate them completely um and become12:23a category of one but to reduce the12:25number of direct competitors um so that12:28you can then better make a value uh12:31pitch to your prospect um or prospective12:35client uh the second goal is to build12:37credibility and Authority or to define12:41or communicate the expertise you bring12:43to the area so the goal of the12:46positioning outside of reducing your12:48number of direct competitors and the way12:50you might reduce the number of direct12:52competitors is by claiming or12:54demonstrating credibility and Authority12:56in a specific area a specific Niche12:58which which we'll talk about in a little13:00bit um goal three is you want to change13:03the buy sell relationship um by alterate13:06by altering the perception um that your13:09prospect has about what you do and how13:11you do it so again you don't want to be13:13seen as one vendor among many you want13:15to be seen as maybe even the go-to the13:19standard if it's a software um for this13:22solution or for this uh problem um if13:25you're in the private uh maybe or if13:27you're not even private healthcare but13:28if if you're in the healthcare provider13:30uh sense and you're trying to attract13:32specific patients you want to be seen as13:35a clinical expert in this13:38specialization um and and so to you to13:41carry on right like you're you're trying13:43to um not become just one vendor that13:47the prospect is looking at but really as13:50the the expert or the authority on13:53solving this problem whether that be in13:55the software side of things the device13:57side of things um or as a actual14:01provider trying to Market to patients14:03you want to change that from this is14:06just one among many to this is like the14:09standard that I should be looking at or14:11they create the most value they14:12specialize in this area they14:14specifically know my problem and how to14:15fix it essentially um and then you14:18wanted to imply a degree so goal number14:20four is to imply a degree of selectivity14:23or specialization so there's that word14:25again14:26specialization the idea here is that14:28your position iing strategy should14:30communicate to your prospective customer14:35client patient that you don't work with14:37just anyone um for example a while back14:40I was I was talking with somebody the14:42other day a a prospect maybe this is six14:44or seven months ago now and they said14:47well um I really want to work with you14:50they were talking with me about the14:51positioning alignment workshop and they14:52said I really want to work with you but14:55my cousin um his brother-in-law or14:57something like that it was some kind of14:59family relationship he's cheaper than15:01you and um and he did really good work15:05for um my brother-in-law's muffler shop15:09or something like that um and I think15:11you know why should I pick why should I15:13pick you over him if he's cheaper and15:15he's already done good work in this15:16other area and I said listen like I15:19totally get if you if price is an issue15:21if cost is an issue for you um but15:24here's the only thing I would say is15:25that I don't work with restaurants15:29Barbers muffler shops um you know hair15:32salons I don't do any of that dog15:34walkers um Healthcare is uniquely uh15:38different in that it is complex with15:40four varying stakeholders and the15:42interplay between them um if you are15:45looking for a healthc care positioning15:48strategy marketing strategist and their15:51portfolio includes everything from15:54Realtors to used car salesmen the odds15:57of you getting a specific15:59specific effective strategy that's going16:01to work within the context of healthcare16:03is very low you're going to get16:04something that works across broad16:06spectrums it's going to be probably16:08cookie cutter and generic um but it's16:12not it's not going to be tailored even16:13if it's tailored for your service they16:15probably won't even fully understand it16:16I said so that's really um why I as as a16:21consultant only choose to work with16:23Healthcare um organizations because I16:25specifically understand Healthcare I16:27specifically understand Bo boom boom16:29boom and I listed out a few different16:30things about their specific situation um16:33but again in that positioning I was16:36implying to my Prospect like listen I16:37don't work with anybody I work with a16:40very specific set of customers and16:42clients in a very specific market and if16:44you fit that great here's how I can help16:46you if not I'm I'm more than happy to16:49refer you to somebody else and I have16:50done that I've got some friends that run16:52some really good firms doing things in16:55other Industries um and I've passed a16:58lot of business off to them um not17:00because I don't want the the money right17:02obviously money is good but um because17:04part of understanding your positioning17:06too is or developing your positioning is17:09understanding the highest value you17:11create or where you have the most impact17:13and only focusing on that because that17:15is where you're going to end up with the17:18best customers the the best results you17:21can create for them more referrals17:23because you're going to make happier17:24customers I mentioned this a while back17:26on one of the podcasts I did a few17:28thoughts on Healthcare positioning I17:30think it was episode 142 maybe or17:33141 um but that lawyer that I was17:35speaking with it said you know it's like17:37if I was a carpenter uh you know a17:39Furniture maker and somebody asked me to17:40make a deck like yeah I could do it I17:42have the tools but it's probably it's17:45going to take me a little longer you're17:47probably not going to be super happy17:48with it I'm not going to be I'm by no17:51means an expert in doing that so yes I17:53can I have the tools I have the knowhow17:55but it's just not going to be as good of17:57a product or good of an experience as if17:59you went with somebody who specialized18:00in it right and that's what you want to18:02do with your positioning you want to18:03communicate to your prospect to your18:06ideal customer um that you specialize in18:09their problem in their situation um and18:12provide value in that area as opposed to18:15yeah I do this and I do that and I do18:17some stuff over here um that it is very18:20narrow and very targeted now that18:22doesn't necessarily mean you only do18:24those things um but it is the think18:28about it is the tip of the spear you18:29lead with this narrow positioning of you18:33know we do this specific thing for this18:34specific customer and sure you will18:36probably end up with customers for which18:39you do other types of projects that18:42might be ancillary right a perfect18:43example is um early on when I was doing18:48positioning strategy for healthcare18:51organizations um actually was patient18:53engagement strategy so retaining18:55patients reducing no shows and18:56cancellations18:59um part of one project ended up turning19:02into okay you've you've done this19:04operationally within the clinic how19:06about on the marketing side the lead19:08generation side so I did you know I had19:10a couple clients that I was working with19:11their front desk for example and their19:13clinical operations team to deliver uh19:16patient experiences and to retain19:18patients throughout their course of care19:19within a clinic and those same clients19:23hired me to do lead generation and19:25marketing and some sales copy work for19:27them o over time simply because I was19:30already there I knew their business I19:32had the expertise and the ability to do19:34it um the skill set um and I kind of19:37understood how to chain it all together19:38because okay we're going to do we're19:40doing this in the clinic so let's19:41reflect that in the marketing or the ads19:43um it just made sense but it wasn't I19:45didn't lead with that I didn't nothing19:47on my website said I'll help you you19:49know do a direct to Consumer Facebook19:51strategy for your Healthcare business I19:53didn't do any of that because that19:55wasn't the positioning I was targeting I19:57was targeting Healthcare at the time19:59healthcare providers who were looking20:01for a solution to decrease cancellations20:04in no-shows um through patient20:06engagement and patient engagement20:08strategy so now it's changed if you go20:10to my website um you'll see it's20:12Healthcare positioning alignment20:14Healthcare positioning strategy go to20:16market business development for20:17Innovative Healthcare companies and20:19that's what I do that's what I have20:20spent the last four or five years doing20:22now specifically um in the muscular20:25skeletal space companies that are uh20:29helping either providers or provider20:31organizations themselves with20:32positioning strategy so that's just an20:35example so you don't need to think about20:39positioning as being something that20:41completely eliminates what you do or20:43limits what you do to a very narrow20:46project because I know a lot of people20:48that I talk to say oh especially20:50entrepreneurs you know like we think20:51about the software we create for example20:54the platform we create and all of the20:56different applications well it could it20:57could work in this segment of the market20:59it could work for this population it21:00could work for this um buyer type it21:03could work for this use case and that's21:05all true um and that doesn't mean by21:09picking a a position let's say you're21:11going to Target21:13outpatient privately held physical21:16therapy clinics for example that doesn't21:17mean you don't do uh work with um maybe21:21a baseball team or an athletic21:23organization or a personal trainer or21:26something like that but it's not who you21:28target with your with your marketing so21:31again the idea is to identify that21:33perspective customer or client for which21:36you can create the most impact the21:38biggest value the biggest bank for your21:40buck create the most satisfied customer21:43and then drive all of your marketing21:46into the into that Target demographic21:49right because again those are going to21:51be the the buyers that are more likely21:53to buy from you quickly um more likely21:55to see the value you create more likely21:57to have a positive experience and refer22:00colleagues and the like22:02so22:04um okay and that kind of talks about and22:08covers the the idea of being too narrow22:10because the idea is and what I always22:12try to communicate to folks is like you22:14want to avoid the Trap of casting too22:18wide of anet because the the fundamental22:21idea is this a solution whose ideal22:23client is everybody is a solution who22:25will find it very difficult to gain22:28tracktion and and attract customers22:30because you're not going to get a22:31compelling value proposition for those22:33customers that would be more likely to22:35buy now so um okay think about it again22:40as the tip of your spear it's not that22:41you're cutting out or that you're not22:44discussing or hiding even your company's22:48uh broad capabilities um because I'm22:51sure your your product your service your22:52software whatever can be used in various22:56use cases like I said be used across22:58different disciplines or across22:59different markets or sectors of the23:01healthcare industry but you want to the23:04the goal of positioning is to drive23:06targeted lead generation efforts which23:08means you need to be specific about what23:10is the value you create and for whom um23:13again does not mean that you don't do23:15business with you know if you're23:17targeting x uh or you're targeting y23:19you're providing this discipline or this23:23value X4 y um if Z comes along and wants23:26a little bit of that X you create you23:28created right like you can totally work23:30with them but they're just not going to23:32be the focus of your marketing efforts23:34okay and that's that's what I want to23:36get across is that positioning in23:38healthcare and in any any real23:40positioning that's worth it salt is you23:43are being uh selective the it is a goal23:48in or an exercise in saying no sometimes23:51we don't do business with with you're23:52implying it anyways we do business with23:55this specific Target population23:59um okay you want to drive uh essentially24:03you want to drive24:05Target um all that traffic you want to24:09drive you want to drive a specific24:12population to a specific solution to a24:14specific problem all very specific right24:17and then you're going to get more24:18effective marketing efforts on the line24:20anyways right so the question you want24:21to ask When developing your positioning24:24um or thinking about your target market24:26is is there a fit between our Solutions24:29capabilities our service our product our24:32um treatment whatever it is um or24:35benefits that the the c or benefits that24:38we create and this customers or P24:41perspective customers specific24:44situation okay high level that is24:48positioning um that's the goal of24:49positioning whether you're doing it in24:51healthare or anywhere else so the24:54question then becomes how is positioning24:58and developing a positioning strategy in25:00healthcare different and possibly more25:03challenging than in other25:05Industries um because in order to25:07develop an effective value proposition25:10or positioning strategy for your25:11healthcare25:12service you need to understand who your25:15target market is I've already identified25:17that the challenge in25:19healthcare is that there could25:21potentially be or there potentially are25:24for audiences for prospective customers25:27for stakeholders if you25:29would within Healthcare and all of these25:32all four of these stakeholders may or25:35may not interact with and use your25:38product your service or your solution25:41the challenge is that only one of those25:43audiences um would be considered the25:45quote economic buyer um that your25:48company wants to Target so let's outline25:51who these four audiences are we've25:54mentioned it before um I know I25:56mentioned it in articles and on the25:58podcast before but we call them the four26:00Ps of healthcare they're policy makers26:03um think about26:04Regulators um people in Congress stuff26:07like that people that affecting um the26:10policies and the regulations of the26:12healthcare industry and that in enough26:14itself is a big giant Beast you have26:16payers so think Medicare Anthem Blue26:19Cross United Health Group the the people26:22that are bearing the largest uh bulk of26:26the burden of cost cost of healthare um26:30you have patients who again provide some26:34they're responsible for some of the cost26:35of healthare um and they're technically26:38the end recipients the end user or26:40beneficiary of healthcare services that26:41are26:43provided um and then you have providers26:45provider organizations so often times26:48when I talk to clients about their who26:51their target market is they26:53confuse um user um and this is26:56specifically in the world of Healthcare26:58technology and software and devices they27:01often conf confuse user with the27:03economic buyer or the actual target27:06market so in healthcare for example um a27:10device uh may be used by a clinician in27:13the practice it might be used by a27:15patient in the clinic and or at home um27:19and it may be even used by payers for27:22the data that that it can track and27:24create and all of that and27:26analyze the question you need to ask27:29yourself and this is the question I ask27:31my clients all the time is like who's27:33writing the check for this because27:35obviously yes you you need to take into27:37to account the people that are going to27:39be interacting the stakeholders that27:40going to be interacting with your27:41solution or your service or your product27:44the ultimate question though is who's27:45writing the check and is um if there are27:48multiple people the question is who's27:50writing the bigger check and for who27:52like for whom can you create the biggest27:53value um so the answer to that question27:56is your economic buyer so whoever is the27:59one swiping the credit card writing the28:01check making the purchase decision is28:02the economic buyer maybe there could be28:05a couple different economic buyers if28:07that's the case um you follow the first28:10question that I asked so like in what28:13way does our our product service28:14solution benefit this this um customer28:18perspective customer you want to follow28:20that question up with in what way does28:22our service our solution um effectively28:26solve a burning hair problem28:28for this specific stakeholder or buyer28:31and if you have more than one potential28:33economic buyer uh the answer to that28:35second question helps you identify which28:37one you should Target uh first right28:39because if you have two potential28:41economic buyers you want to Target the28:42buyer for whom you can create the28:45greatest value or return on investment28:48um through delivering your service your28:50product whatever um once you've28:53identified who uh is most likely to28:56write a check for solution product or28:59service and what that specific problem29:02is that's going to drive them to make29:03that decision or to write that check you29:05build a positioning statement around29:07those two factors so again think back to29:10that we do X for y so it could be29:12something like we solve this big hairy29:14burning hair problem for this economic29:18buyer so it might be that we solve or we29:21combat or negate low insurance29:24reimbursements or declining insurance29:26reimbursements for or uh private29:29healthare or private Physical Therapy29:31practices whatever it is so29:35um that's basically how health care29:38positioning is different because you29:40need to do a little bit of extra work in29:43identifying who that Target the not just29:45the target market is in particular but29:48like who's actually writing the check29:49for this how does it interact with these29:51other buyers and stakeholders because29:53when you're29:54developing the product for example if29:57you're developing a piece of software29:58you need to think about who is going to30:00be using this software is it going to be30:02well patients are going to use it in30:03this setting providers are going to use30:04it in this setting payers might use it30:08um to tap into Data or for whatever30:10Regulators or policy makers might also30:13use it so how do we build that30:15functionality in a way that meets all of30:17their needs but when it comes to30:19positioning and marketing and selling30:20the thing you need to find out who's30:22writing the check for it under what what30:24circumstances and for and what problem30:26are we are they trying to solve when30:28they write that check so little bit more30:31a little bit more work on the back end30:33or on the on the front end to figure30:34that out before you can develop that um30:38that strong targeted positioning30:40statement now again to Circle back30:43positioning doesn't necessarily limit30:45who you work with it's just the tip of30:47your spear for your business development30:49efforts so again um you may have30:53developed a software for example and30:55you've determined the most valuable30:57target market market for your company is30:59Outpatient physical therapy clinics31:01right let's just say that's what you've31:03created however maybe your software31:06could be employed by personal trainers31:08by athletic trainers by Sports31:10organizations Etc it does not mean that31:13you turn those companies away if they31:15reach out to you um the goal in31:18narrowing down your positioning is not31:20to turn away potential business but it31:23is to um to do three specific things um31:28um so it serves to define the unique31:30value and solution in the marketplace31:32that you have relevant to your direct or31:35indirect competitors it provides the31:37Strategic basis or the rationale for31:40specific Business Development activities31:43whether that be prospecting lead31:44targeting marketing content creation31:48advertising all of that um and then it31:51gives your company clear guidelines for31:53either product development service31:55development and Improvement and then31:58again those those marketing efforts so32:01I'm going to take a look at each of32:02those three um three things that32:06positioning helps your company do so32:08it's going to help you define your32:10unique value and solution in the32:12marketplace relevant to your competitors32:15um it's going to give you the Strategic32:17basis and rationale for specific32:18Business Development activities or32:20actions and then it's going to provide32:23clear guidance or guidelines for product32:24or service development and Improvement32:26so starting with number one32:29your unique value and solution in the32:31marketplace the first result you get32:33from a a specific and strong positioning32:37strategy is that um you experience or32:40the the benefit you experience from this32:42clear position strategy is that you find32:44it easy uh to quickly and clearly Define32:48what value you create um for your best32:51and most valuable customer or client so32:53in a world where attention Spain is very32:55very limited and Prospects and clients32:57and customers are scrolling they're32:58bouncing around from website to website33:00the ability to quickly and clearly33:02communicate your company's ability to33:04create significant value for that Target33:06Market increases the odds of your33:08specific customer saying uh staying on33:11that website or landing page learning33:13more about what you do and how you can33:14help them and potentially ultimately the33:16goal is for them to book a sales call or33:18click the buy now button or book an33:20appointment whatever it33:21is again a your positioning strategy33:25aims to reduce the number of direct33:26competitors33:28by clearly defining your unique value33:31and implying specialization to build33:33Authority or credibility or33:35trustworthiness and ultimately change33:37the Buy sale relationship that only33:38happens when your ideal customer can33:41quickly make the connection between33:43their specific problem that's rattling33:45around in their head and your unique33:47solution so that's the first benefit you33:50get from a strong positioning the second33:52benefit you get from a strong33:53positioning strategy is it gives you the33:55Strategic basis and rationale for those33:57Business Development activities now34:00besides simply communicating the value34:02you create um a strong positioning is34:05just that it's a strategic decision and34:07strategic decisions guide and impact the34:11fundamental strategies used by your34:13company including sales and marketing34:15efforts so um most office you see most34:18often you see this on the business34:19development side of things the sales and34:21marketing part of the business sensor34:23positioning defines your target market34:26and the specific solution or value you34:28provide to that market it means that it34:30answers many if not all um of the34:34questions around business development34:35for34:36example who you target where you find34:40them the platforms the Chann the media34:43channels you use um the even the sales34:47messages that you're going to the call34:49to actions you select um at the same34:52time a strong positioning strategy also34:55tells uh direct uh marketing e it also35:00tells you where to spend those direct35:01marketing efforts and dollars right the35:03content and copy for example of your35:05website um should align and needs to35:08align with the positioning strategy and35:10clearly communicate your unique value35:12and and ideal client so see number one35:16above35:17um the best way there's I think hinge35:20marketing is one of the the groups that35:22does this really really well if you go35:24to their website I think it's called35:26hinge.com or Hing marketing.com35:29um but at the top of every single page35:32of their website it has a very clear35:35like um maybe it's a discipline for35:38market so like maybe it is marketing I35:41think they're they do again they Market35:43provide marketing for like consulting35:45firms and marketing agencies so it's35:47something like um Market or marketing35:51strategies for agencies or creative35:53agencies or something like that um or35:55you go to their next website and it'll35:57tell you you solving this problem for35:59this people or helping these people36:01solve these problems or something like36:02that um on top of of all of that the36:08content you create whether they be36:10videos whether they be emails blog post36:12articles resources white papers um they36:16take their lead if you would from the36:19positioning strategy so if if your36:22strategy says we're targeting private36:24physical therapy clinics for example the36:26videos you create the emails you write36:29the resources and white papers you36:31develop are all aimed at um talking to36:35that audience right so I talk to clients36:37and Prospects regularly about marketing36:40and sales in the healthcare space and36:42one um the question comes up a lot about36:46content type what platform should I use36:48what content should I use video or36:50podcasts um what's the distribution36:52method that I should use should I be36:53using email text message whatever homing36:57PCT36:58um and my answer to those questions is37:00always the same it doesn't really matter37:03what platform or format your contact37:05content is in if it doesn't clearly37:08communicate the value you create so the37:11first thing you need to do is make sure37:13that the content you create is tailored37:15to that specific target market and that37:17specific burning hair problem that37:18you're going to solve for them once that37:20piece is in place you can reverse37:21engineer okay like we know that 80% I'm37:24just making numbers up here 80% of37:26physical therapy clinics are active on37:28these types of Facebook groups okay well37:30that seems like Facebook is going to be37:32a platform that we use to to drive some37:34of our content right or it seems like um37:38this type of healthcare buyer is really37:40active on LinkedIn okay well then we're37:42going to create content specifically37:44tailored and optimized for LinkedIn37:45right like but it doesn't matter37:49um it picking the picking the platform37:53first is putting the cart before the37:55horse you need to understand who your37:57target market is um where they're going38:00to be and then tailor your content one38:03to speak to that audience on the38:04platform that they're most likely to see38:06it38:07so all right and then whoop bumping the38:09mic here uh number three the third38:13benefit you get from strong positioning38:15is it provides you clear guidelines for38:17product service development Andor38:19Improvement um one of the biggest38:21challenges I see with my uh clients that38:24are in the healthcare startup space38:26maybe it's a software a device or38:28something like that a38:29platform involves deciding which feature38:33which capability which function um of38:37their product or service to prioritize38:40in38:41development especially in the early38:43stages of a healthcare startup38:44business and resources are just limited38:47we don't have an endless supply of money38:49we don't have endless developer hours to38:51tap into38:53um what we can and can't work on or38:57improved um is basically dictated by the39:00available time and resources that we39:02have right many times I come across39:04clients who spend a little too much time39:06a little too much energy or money39:09building out a feature or functionality39:11that doesn't deliver real increase in39:13their sales um or their adoption if it's39:16a software platform or something like39:17that why does this39:19happen usually because of one of two39:22things either they're building out39:25features based off of shiny object39:26syndrome as I call it or they're39:28building out capabilities for the wrong39:30type of customer or client um ultimately39:33you could say they're both building out39:34the the the customers um they're both39:37building out a product for for the wrong39:39customer uh except for number one shiny39:42object syndrome they could be building39:43it for nobody and this is this is what I39:45mean by that as entrepreneurs or39:46business owners um regardless of whether39:50or not you have a background in39:51healthcare we all tend to be my wife39:54calls us blue skyers we tend to see all39:56of the opport unities and the39:58possibilities um that could be could be40:02this solution or this product or this40:04service it could do all these things for40:05all these amazing it could do all these40:06amazing things for all these people40:08right or we could just with a little bit40:10of tweaking here we could actually add40:11this capability or this Fe feature this40:14the ability to to display the data this40:16way or the the ability to provide this40:17type of service um that's what makes40:21entrepreneurs in my experience um great40:24leaders um and innovators in healthcare40:26it also makes them the type of people40:28that attract um teams that are just fun40:31to work with I know that the bosses that40:33I've had over uh over my career that40:36I've worked for the clients that I've40:37worked for too that I've seen their40:39teams just flourish the ones that I've40:41had a lot of fun working for are40:44Visionary entrepreneurs you know they're40:47not just talking about doing acting like40:49hogs in a machine they're they see a40:52future uh a brighter future if you would40:56and their their working towards it um40:58and that can be compelling for prospects41:01for prospective customers and for team41:03members41:05um but it's also it can also be a41:09downside there's a down you got to reain41:11it in a little bit which is why um I41:14think it's the uh EO system has like you41:16have your Visionary but then you have41:18your integrator supposed to make it work41:19right41:21um it becomes very easy for people like41:24that to see quote unquote41:26opportunities in developing features of41:28functions in their product or service41:29that don't necessarily benefit or serve41:32the target market so I've done this I've41:35seen this a lot of times with a lot of41:36different customers that I work with41:38that they have a software that that's41:40going to fix this problem for physical41:42therapy clinics as an41:44example and they build out something41:46they spend a lot of of time building out41:49an ancillary feature that really ends up41:51being nice to have um but they they're41:54not letting their positioning guide41:56their development because they don't41:57have a positioning um or at least they41:59have one Loosely in their mind and they42:01don't have a very solid strong42:03one um so they build out these features42:06that end up being like non-critical so42:09by sticking to a strong positioning42:12strategy for targeting this specific42:15population for example um these42:18companies can ask the questions is this42:21feature that we're going to build or42:23considering a building um critical for42:25either sales adoption or use by our42:28target market if the answer is no it's42:31not critical um just don't do it right42:34that's how you solve that um sure you42:36can develop it down the line that can be42:38like one of the nice to have that you42:39develop down the line but especially42:40early on when you're trying to gain42:42adoption prove out concept for like42:44funding and things like that you want to42:46make sure that you're only spending time42:49on the the critical Mission critical42:52features that are going to get the42:54product or the software sold and used by42:57target market sold to and used by its42:59product43:00Market um the second reason some of43:04these customers go astray that I've43:06worked with is because they're building43:08features for the wrong type of client or43:11customer again fall they're they're43:13Loosely holding their positioning maybe43:15they're not even thinking about their43:16positioning but they're building the43:18product for the wrong type of customer43:20it could be a customer that's just too43:22big and you end up you know they're a43:24whale client or something like that a43:26whale customer and you build this piece43:28of software product or service that's43:30really tailored for this one giant43:32organization that has all its nuances43:34and idiosyncrasies or whatever um and it43:36doesn't broadly apply to your target43:38market the other challenge is43:41that again because we see the43:43possibilities because you could have43:46this software as an example be used by43:48physical therapists or athletic trainers43:50or Sports organizations you try to build43:53it in a way that's going to kind of43:54appease to both um and it ends up43:57often times what ends up happening is44:00like specifically I've seen this like in44:02the muscular skeletal space for like44:04Physical Therapy like what physical44:07therapists need to document to see to to44:10make clinical decisions off of make44:12payment decisions and all that coding44:13decisions off of is going to be very44:15very different from like a sporting44:16organization what they're focusing on44:18what they're doing and not that they're44:20mutually exclusive but it's definitely44:22timec consuming and definitely uh44:24burdensome cost wise to develop it in a44:26way is going to make both of them happy44:28and what you end up doing is you44:31make one like44:34mediocre feature or benefit that makes44:38the one of these areas that might not44:40even be your target market semi-happy44:42but it causes like um a barrier or a44:46glitch or just some kind of annoyance to44:48your target market which is the worst44:50case scenario so the risk in developing44:53a product or service um around like44:57multiple different uh Healthcare44:59stakeholders or potential Healthcare45:00buyers is that you end up building a45:02product that doesn't really fit either45:03of them very well um and what I would45:06like to see or what I would like to do45:07as a business owner as a if I was in the45:09space of creating software is I'd want I45:12would want the my target market maybe45:15it's physical therapist for example to45:16be like yes heck yes this is something45:18that I need and then if athletic45:21trainers if sporting organizations want45:22to use it great we can make it work for45:25you or these are some of the workarounds45:27the target market should never have to45:28do workarounds right like you should be45:30tailoring this piece of software for45:32that specific Market only um like laser45:35focus on that and then when it comes to45:38like those big whale clients is that the45:40risk of developing or building that45:41product around a small number of clients45:43or that one whale client is that you end45:45up building a custom service if you45:48would that only really fits that small45:51sliver maybe it's a small handful of of45:54uh customers or there just this one45:55giant customer so45:57um that's45:59basically how the three benefits that46:03you get from a strong positioning is46:04that you get that um the ability to46:09Define clearly Define your unique value46:11and the solution in your Marketplace46:13relative to your competitors you get46:14that strategic basis and rationale for46:17those Business Development activities46:19and then you get guidelines for product46:21development service development46:23Improvement whatever46:25R&D so at the end of of the day46:27Healthcare positioning strategy is46:30simple to develop but challenging to46:32execute or Implement simply put a strong46:35Healthcare positioning strategy46:36identifies the value your company46:38creates and for which Healthcare46:40stakeholder or economic buyer it's going46:43to be one of the four Ps of healthcare46:46um the easiest way to think about it46:48again is we do X for Y where X describes46:53uh the solution the service the46:54discipline um and Y is your ideal46:57customer or46:58client healthc care positioning requires47:01you make decisions to eliminate those47:04prospects or who are not ideal customers47:07for your company doesn't necessarily47:09mean that you don't do business with47:11them at all um it just means that you47:13prioritize your ideal customer when it47:16comes to your marketing efforts in your47:18product or service uh development or47:21delivery um if your uh prospects outs if47:25a prospect outside of your target Market47:27wants to do business with you great but47:29you don't go out of your way to Target47:31them or to spend a lot of time on those47:33sales or sales calls um and you47:35certainly don't prioritize their47:37feedback or suggestions when it comes to47:39building out a software for example um47:42again the idea should be we're thinking47:44Mission critical for our target market47:46not ancillary47:48markets um a healthcare positioning47:50strategy drives all of the decisions47:53around Marketing sales and prospecting47:55and even product development and it does47:57this by clearly identifying that burning47:59hair problem that your company solves48:02and for which economic buyer it solves48:04it for48:06um what what are the things that a48:08healthcare positioning strategy48:09accomplishes well keeping those two48:11things in mind um it ensures that your48:14company doesn't waste time energy effort48:17and even Financial Resources trying to48:19sell your product or to prospects who48:21don't need it as much or who see it as a48:24nice to have right you want to Target48:26prospects who clearly recognize that48:29your product or service solves a real48:31problem for their organization so much48:34so that they're will willing to write48:35you a check today to solve it it also48:39means that you don't waste time48:40resources and energy creating features48:43or capabilities for your product or48:44service that only um only to find out48:47that they really don't move the needle48:49for your ideal customer or48:51client just as with marketing and48:53prospecting your positioning strategy48:55helps you to eliminate potential48:57features or capabilities that may be49:00doable um or nice to have um but by49:04keeping your positioning strategy in49:06mind it helps ensure that you only build49:09out those capabilities and features that49:10work to solve again that burning hair49:13problem faced by your ideal customer or49:15client so that is healthc care49:18positioning defined if you would I'll49:21link to the article um that I wrote on49:24this topic uh in the show notes there's49:26also a few videos there where I talk49:28about developing a strong value49:30proposition in healthcare specifically49:32for healthcare technology companies what49:34is positioning in healthcare marketing49:36um I talk a little there's another video49:38on there and the power of positioning in49:40healthcare marketing specifically as it49:41comes to sales and prospecting so you49:44can check that out um the the URL let me49:47find it here is rehab practic49:49solutions.com49:50Healthcare DP positioning ddefined um49:54but I'll link to that in the show notes49:56um and that's all I've got this week so49:59if you like the show head on over to50:01iTunes leave us a rating a review or50:03just share this episode with somebody50:04that you think would find it50:06valuable um and if we're we're at the50:10tail end of 2025 at this point um at50:12least at the time of this recording50:14we're booking out a speaking engagements50:16into mid 2025 and kind of later 2025 as50:21well um if you want to hire me to speak50:23at your organization or your conference50:25or your event um you can learn more50:27about that at speaking. rafy salazar.50:29comom and if you want me to walk you and50:32your leadership team through developing50:34a strong solid positioning strategy50:37that's going to drive qualified leads50:40into your business into your sales50:41mechanism um check out the positioning50:43alignment Workshop where I help you do50:45just that you can learn about that at50:47positioning rehab practice solutions.com50:49that's positioning rehab practice50:52solutions.com until the next time folks50:54be safe be healthy I will talk to you50:58then thanks for listening to the better51:01outcome show where we explore the51:03possibilities of a new healthcare our51:06hope is that you walk away from each51:08episode informed equipped and empowered51:10to push the boundaries in your own51:12practice or business we want to give you51:15the tools to help you build strong51:17long-lasting relationships with your51:19patients and clients helping meet their51:21goals improve their health and Achieve51:24better outcomes learn more at51:27www. rehabc solutions.com we'll catch51:32you on the next51:37episode thanks for listening to another51:39episode of the better outcome show with51:40rafy Salazar this episode is brought to51:43you by strata PT strata PT is a single51:45EMR platform and revenue cycle51:47Management Service for physical51:49occupational and speech therapy51:51practices that helps you achieve a51:5399.99% reimbursement rate if you like51:56learn more about Strat PT and see how51:58their EMR and RCM Works head over to52:00strat.com to book a demo52:04[Music]
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