Question

Topic: Strategy

Market Mobile App To Hospitals

Posted by Anonymous on 8/20/2012 at 3:28 AM ET 250 Points
My product is a third party app that connects to existing hospital information systems and displays inpatient charting data conveniently on a mobile tablet. It's a first stab at effective BYOD and we have had great success at one hospital so far. So my obvious question is how to scale our efforts to penetrate this market? HIMSS may be good but I'm looking for creative ways to gain an audience with this market. We offer a free product so we can leverage that. We have tried hundreds of various mailout/handout fliers to no avail. You can learn more at www.theorderpad.com Many thanks in advance.

-mike
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RESPONSES

  • Posted on 8/20/2012 at 12:55 PM Author
    PhilGrisolia4Results,

    Thank you for your response. However I'm not exactly sure what you would have me change. My sales letter, which you may simply not be a fan of in general, runs for only 397 words before attempting to break the reader off to our pricing page. So if I trim that block of copy back to 300 or less, I'm good? And you think that no additional copy should be provided for those who are determined to skip past the giant button that takes them straight to the pricing page that lays out the bulleted feature grid? Did you miss the nav bar that takes you directly to a no-nonsense freemium pricing page for those who want the botton line in seconds? An online demo with no form to fill out? Can you point to any examples in the healthcare IT vertical where this is done? Perhaps with a genuine emotional stake in the pitch you might feel differently. You're welcome, btw, for an early opportunity to blow the soot out of your flamethrower. Perhaps now, with your itch for dispensing obtuse and cynical "advice" sufficiently scratched, you can go on to provide someone else with some useful feedback this week. All of that aside, I will look at the first block of copy and look at how to compress it a bit to make it more "concise".
  • Posted on 8/20/2012 at 9:59 PM Author
    stlubahn,

    Thanks for the feedback. Mobile devices do not run firefox. It runs in Chrome or Safari as clearly stated on the demo page. If you want to run it on a PC you can, but only in Chrome or Safari.
    I made major changes to the copy. I would appreciate your opinion on these changes.
  • Posted by Jay Hamilton-Roth on 8/20/2012 at 10:59 PM Accepted
    (Aside: The copy sounds a bit "cute", when your prospective clients are looking for HIPAA compliance and proven cost savings. Focus on the benefits they care about first in a "business tone".)

    Instead of sending out fliers to a lot of people, focus on another specific hospital, to see what would interest them in testing/buying your app. Once you have that conversation, repeat again with another nearby hospital. By the fourth or fifth hospital, you'll have a good sense of the key questions they'll ask and their underlying concerns/needs. At that point, you'll have the pieces of a winning sales letter/offer.
  • Posted on 8/20/2012 at 11:45 PM Author
    Jay Hamilton-Roth,

    That's money. Thank you!
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