Knowing your buyer gets even more helpful for marketing and sales professionals when you put their needs and wants into a framework that drives conversations. Such a framework was introduced by Geoffrey Moore in his influential book, “Crossing the Chasm”. His Positioning framework serves as a strategic guide for tech companies aiming to enhance their market penetration in the healthcare sector. Among the various elements of this framework, this blog focusses on the pivotal concept of the “Compelling Reason to Buy”.

In my work as an industry analyst and consultant to technology providers, the most frequent topic of discussion is about reaching buyers and delivering the right messaging to attract interest. This is where marketers roll up their sleeves and partner with their sales teams to fill the "top of the funnel", meaning attract potential customers and begin what hopefully will become a buying journey. By developing a deep understanding of your target persona, you can tailor your messaging to resonate with their specific needs and challenges. This not only enhances the effectiveness of your marketing efforts but also builds trust and loyalty among your audience.

The changes to Medicare Advantage (MA) by CMS in 2025 will have a significant impact on health plans, hospitals, and physicians. These changes include a cut to base payments, stricter methodology for calculating quality ratings, and changes to the 5-Star rating system

Care coordination, a proven strategy for enhancing quality in healthcare, has yet to gain widespread acceptance. The intersection of technological advancements, policy changes, and economic influences has now positioned it for mainstream adoption.

In June of 2023, I wrote about how the financial results of US hospitals were bleak. How are things looking now?

Medicare Advantage plans are incentivized to deliver quality, but are they actually delivering?