No medical device is more complex, or has a longer sales process, than the EMR. That’s because an EMR isn’t just one thing. It’s made up of 30-40 departmental applications that all integrate together.
To sell it, an army of reps and clinical specialists have to descend on a hospital over a period of many months or years. There, they have to demonstrate the system not just to doctors and nurses, but also to all clinical and financial departments, including the C-suite. But remarkably, when the army consistently messages over a long period of time, an amazing thing happens: The target audience co-opts the message and makes it their own. I saw this firsthand while working at Cerner and have seen it repeat itself over and over.
The second most powerful form of medtech marketing: Consistent messaging
But what really convinced me of the power of consistent messaging was the fact that what I was selling wasn’t even real. My EMR was in development. It was vapor. You couldn’t visit a hospital and see it. And yet with consistent messaging over a period of time, you could win, and win big. Cerner went from $400 million to $1.8 billion in six years. They appeared unstoppable.
Then Epic showed up…
While Cerner started as a small, inpatient laboratory software company, tiny little Epic started even smaller—as an outpatient physician-office software system.
The most powerful form of medtech marketing:
Customer word of mouth
Epic had zero formal marketing messages. Instead, they followed a different approach: They relied on customer word of mouth. Physicians loved their system, found it to be intuitive, and told their peers. The C-suite had no alternative. They had to buy the system their physicians pledged to use. Kaiser, Cleveland Clinic, Geisinger, and many others rapidly followed. Epic exploded and never looked back.
it is simply unstoppable.
Epic proved that it trumps all forms of marketing.
Epic simply let physicians do the talking for them.
To this day, Cerner is searching for answers, but it may be too late. Epic is used in the vast majority of the top 20 academic medical centers, and in nearly every children’s hospital. They get an outrageous price premium and win the KLAS survey every single year. Their domination is so overwhelming, they’ve become the industry standard.
Put these weapons to work for you
Surprisingly, both consistent messaging and customer word of mouth, despite their potency, have become medtech marketing lost arts. There are reasons for this:
Prioritize these weapons and put them to work. Here’s how you’ll know you’re doing it right:
Don’t put all your eggs in one basket.
No matter how strong your value prop and messaging are, the power of customer word of mouth wins every time. Leveraging both of these powerful marketing weapons is the key.