Medtech marketing is very simple: Find out what people want and give it to them. Unfortunately, this tried and true dictum can be forgotten in the medtech industry, where solutions in search of problems are not uncommon. It’s unfortunate because marketers are missing out on the most powerful customer motivator: pain relief.
ZOOM KNOWS HOW TO ALLEVIATE THE PAIN
Skype, Webex, and GoToMeeting had been commercially available for close to a decade. Then Zoom came on the scene. Its stock quickly tripled, and its growth has been going nuclear ever since. What’s fueling this massive growth? It’s not as if they created a new product category that they have all to themselves. So, what major insight did Zoom identify that Microsoft (Skype) and Cisco (Webex) missed?
The answer is Zoom identified a powerfully motivating customer insight within an existing product category. An insight so strong that it was worth creating an entirely new company to exploit it. An insight so powerful that people rapidly switched from the systems they were using and migrated over to Zoom.
Zoom realized that people universally hated Skype, GoToMeeting, and Webex.
Users were frustrated with technical issues that made easy collaboration with these systems impossible. They were sick of meetings that started late and presentations that failed to display. They were sick of the headaches.
Ease of use is rocket fuel for product growth
Pain is an extremely powerful customer motivator, and Zoom acted on that realization. If it could develop a videoconferencing solution that removed the headaches, it could motivate a mass customer exodus away from its competitors and onto its platform.
The only thing its product development teams and marketers had to do was make Zoom easy and reliable. The exodus happened. Zoom became the darling of Wall Street.
Healthcare providers have headaches every day
At VIVO, our medtech customer research has validated again and again that ease of use is a powerful motivator. We’ve performed many win/loss customer interviews, and ease of use is often the primary reason for a competitive purchase. Why is it so powerful?
Healthcare providers have an epic number of headaches every day. They have become so pervasive that the Triple Aim has become the Quadruple Aim and now includes combating provider burnout. Healthcare providers are deluged with data and systems and alarms. And now they have to deal with readmission penalties, documentation requirements and patients who fall through gaps in care. All this while they’re trying to reinvent their clinical practices to align with this outcomes-driven age of value-based care.
THERE’S A REASON THE
TRIPLE AIM BECAME THE
QUADRUPLE AIM AND NOW
BURNOUT: PROVIDERS ARE
AT THEIR BREAKING POINT
DEALING WITH HEADACHES.
“Innovation” Too Often Means “Hard To USE”
Why aren’t more medtech companies seizing this powerful insight by making and marketing technology that’s easy to use?
To medtech marketing teams, innovation is generally defined by a robust feature set. To customers, however, that kind of innovation often means added complexity. When more and more features get added to products, frustrated customers struggle to keep up.
In the HealthTech space, employees are dealing with increased complexity every day.
A FEW EXAMPLES:
For healthcare providers, having to keep up with greater and greater complexity is not the answer. Just ask Skype, GoToMeeting, and Webex how it worked out for them.
MAKE SHIFT HAPPEN
Let’s make your medtech marketing work harder. Let’s learn from the videoconferencing category and capitalize on the same types of simple insights that catapulted Zoom:
Need a hand? We can help. VIVO is a medtech marketing agency that can ask the right questions to isolate your customer’s pain, then identify how your solution can uniquely alleviate it. Our experts can help power your brand – reach out for a free consult, today!