Solution Messaging for Healthcare helps organize and align teams to adapt and move quickly to market changes, while maintaining a solution-focused message.

So much can be miscalculated when promoting a therapeutic solution in today’s highly competitive and regulated healthcare market. According to EyeforPharma (2014), “A mismatched value story can negatively impact on service development, can misinform pathway design, lead to poor take-up and adherence, and ultimately, commercial and clinical failure.“1 With so much at stake, it is absolutely critical for healthcare sales organizations to broadcast, using a variety of media, messages that target multiple stakeholders (e.g. patients, physicians, ACO and other healthcare network executives, etc.), leverage healthcare buyer input, and truly differentiate the solution and the organization, all while mitigating the risk of non-compliance.

Solution Messaging for Healthcare program focuses on a methodology that helps Marketing and Sales leaders collaboratively develop high-impact, targeted messaging and supporting sales tools that leverage the language of Evidence-Based Medicine. Managing a wide variety and quantity of therapeutic solutions and buying stakeholders creates complexity for marketers and sales teams.

Intended Audiences

Successful organizations today are blurring the line between Marketing and Sales. The benefits of these teams working together are undeniable, as revealed by a study conducted by the Aberdeen Group. “Highly aligned organizations achieved an average of 32% annual revenue growth – while less well-aligned companies reported an average 7% decline in revenue.”2 Other research firms, such as Sirius Decisions, concur with these findings. “B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth.”3

Solution Messaging for Healthcare encourages Marketing and Sales leaders to work collaboratively to develop messages and tools that are then leveraged in the field by sales representatives. This program is designed specifically for:

  • Marketing Executives
  • Product/Brand Managers
  • Sales Executives and Managers
  • Any client-facing support roles

What is included in the Solution Messaging for Healthcare program?

Program Objectives

Solution Messaging for Healthcare enables Marketing and Sales leaders and their teams to:

  • Uncover the true value of their solutions
  • Establish credibility with buying audiences
  • Understand key business realities and trends
  • Create effective opportunity-specific job aids for key solutions
  • Define the “buyer journey” and the impact of their message and positioning
  • Lead customer-centric solutions
  • Align product marketing deliverables to the sales process
  • Identify strong differentiators for their products and solutions
  • Define application for product launches and sales training

Pre-Workshop Preparation

Solution Messaging for Healthcare usually begins with 5 eLearning modules to reinforce the concepts and terminology associated with Evidence-Based Medicine (EBM). This prerequisite ensures that all messages and tools are supported by clinical data and leverage the language of EBM.

To promote marketing and sales alignment with buying stakeholders and their business drivers, each Solution Messaging for Healthcare engagement leverages voice-of-the-buyer research conducted by SPI consultants and facilitators when appropriate.

Interactive Application Workshop

Solution Messaging for Healthcare is a hands-on application workshop facilitated by a highly qualified life sciences consultant. Each SPI Solution Messaging for Healthcare facilitator has been certified to rigorous standards, and they each bring over a decade of life science industry experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.

Workshop Topical Agenda

Solution Messaging for Healthcare is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led workshop is a two-day, highly interactive program, and incorporates in-classroom application exercises and tools.

Introduction to Solution Messaging for Healthcare

  • Objectives
    • Identify common difficulties in creating effective marketing messages
    • Define the primary steps/components of effective sales process and where marketing messages play a key role
    • Explain the importance of situational fluency and how effective marketing messages can help
    • Navigate the steps of a buyer-driven sales process
    • Describe the process for how buyers buy
    • Define solution differentiation
    • Explain characteristics of defensible solution differentiators
  • Exercises
    • Participant introductions and Voice of Buyer (VoB) research review, analysis, and discussion
    • Construct a Pain Chain®

Solution Messaging™ Flow Model

1. Identify Trigger Events

  • Objectives
    • Define key terms (e.g. sales trigger event)
    • Explore tools that help monitor sales trigger events
  • Exercise
    • Identify sales trigger events that may align well with solution capabilities

2. Determine the value and uniqueness of a solution

  • Objectives
    • Define key terms (e.g. critical appraisal, key clinical findings)
    • Explore components of a solution
    • Examine differentiator characteristics and types
    • Identify the process for critically appraising a clinical study
    • Identify key clinical findings and explore examples of how they may be linked to key messages
  • Exercises
    • Critically appraise a clinical study
    • Link key clinical findings to key messages
    • Identify and map solution components and capabilities; identify defensible differentiators

3. Define Key Players and Their Business Issues

  • Objectives
    • Define key terms (e.g. buyer persona)
    • Describe roles and characteristics that key customer individuals may play in an opportunity
  • Exercises
    • Create a Key Players List that identifies multiple business issues for multiple roles, their key performance indicators, and representative profile

4. Distill Business Issues

  • Objectives
    • Identify the process to inventory business issues addressed by a solution
    • Describe how to summarize business issues into a useful list for messaging
  • Exercises
    • Inventory business issues addressed by a solution and distill them into a prioritized list

5. Produce Messaging Snapshots

  • Objectives
    • Describe the intent and value of the Solution Messaging™ Card
    • Explain and illustrate the components of Solution Messaging™ Card
  • Exercises
    • Create a Solution Messaging™ Card for an identified solution

6. Leverage Solution Messaging & Buyer Personas in Applications

  • Objectives
    • Explore various applications where solution messaging and buyer personas should be emphasized
    • Identify steps to complete each selected application
  • Exercises
    • Team presentations to:
      • Defend one Solution Messaging™ Card
      • Identify and describe one application where the card will be used
      • Describe how the card will be used in building the application

Next Steps

  • Objectives
    • Implement best practices for ensuring adoption of Solution Messaging™
    • Discuss next steps for completing the work started in the workshop
  • Exercises
    • Describe the action steps that you/your organization will take in the next 60-90 and 91-360 days to build several applications that leverage Solution Messaging™ for Healthcare

Instructional Materials

The Solution Messaging for Healthcare workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.

healthcare_solution_messaging

Post-Workshop Reinforcement

Solution Messaging for Healthcare is reinforced by several scheduled coaching sessions to review and provide guidance related to content in specific promotional applications. This program’s value is further enhanced when combined with other programs, such as Solution Selling for Pharma®, where the messages and tools can be leveraged by sales representatives as they navigated opportunities within the context of a dynamic sales process.

Strategic Value

Solution Messaging for Healthcare provides life sciences marketing and sales teams with ways to simplify problems into a meaningful set of critical business/practice issues that their solutions address and tools to build messaging applications to support marketing and sales efforts. This program addresses the following challenges:

  • Marketing and Sales misalignment
  • Difficulty positioning value
  • Differentiating solutions
  • Lack of consultative selling skills
  • Leveraging EBM language
  • Misaligned/ineffective sales tools
  • Difficulty accessing key decision-makers
  • Loss of opportunity due to “no decision”
  • Long new hire ramp-up

1 Sutton, P. (2014, November 13). The Impact of Value Misalignment on Patient Outcomes [Web log]. Retrieved from http://social.eyeforpharma.com/market-access/impact-value-misalignment-patient-outcomes

Ostrow, P., White, D. (2011, September 1). Analytics for the CMO: How Best-in-Class Marketers Use Customer Insights to Drive More Revenue [White paper]. Retrieved from http://www.aberdeen.com/assets/ report-preview/7065-RA-marketing-business-analytics.pdf

Altman, I. (2014, December 9). Top 10 Business Trends that Will Drive Success in 2015 [Web log]. Retrieved from http://www.forbes.com/sites/ianaltman/2014/12/09/455/#2eb1ddea7733

Clinical Selling Competencies Gap Identifier

Download this helpful tool to determine if your sales team is ready to sell in the emerging age of evidence-based medicine.