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  • NIH SBIR - Commercializing Health IT Products

    Enviado por

    Shahid N. Shah
    97 visualizações22 páginas
    This is my PPT presentation from the 11th Annual NIH SBIR/STTR Conference held in Omaha. It was called "Commercializing Your Healthcare/IT/Media Product" and was presented in front of SBIR Phase I and Phase II grantees looking for help on how to commercialize their solutions. Here's the abstract from the conference proceedings: Each year thousands of healthcare-related products are created but only some of them become commercial successes; almost all of the ones that make it to the market, get sold, and are ultimately deployed have some common characteristics. Shahid will describe some of those characteristics and help you find ways of getting the attention of your customers, explaining your product to them in a concise and meaningful way, devising pricing and partnering strategies, and finally figuring out how to get paid for what you’ve created. It’s difficult to have your product’s messaging make it through the noise in an ordinary market – but, of course we’re not living in ordinary times so things are even harder. Shahid will help you devise the right strategies so that you can rise above the herd and get noticed in the marketplace.

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    This is my PPT presentation from the 11th Annual NIH SBIR/STTR Conference held in Omaha. It was called "Commercializing Your Healthcare/IT/Media Product" and was presented in front of SBIR Phase I and Phase II grantees looking for help on how to commercialize their solutions. Here's the abstract from the conference proceedings: Each year thousands of healthcare-related products are created but only some of them become commercial successes; almost all of the ones that make it to the market, get sold, and are ultimately deployed have some common characteristics. Shahid will describe some of those characteristics and help you find ways of getting the attention of your customers, explaining your product to them in a concise and meaningful way, devising pricing and partnering strategies, and finally figuring out how to get paid for what you’ve created. It’s difficult to have your product’s messaging make it through the noise in an ordinary market – but, of course we’re not living in ordinary times so things are even harder. Shahid will help you devise the right strategies so that you can rise above the herd and get noticed in the marketplace.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    97 visualizações22 páginas

    NIH SBIR - Commercializing Health IT Products

    Enviado por

    Shahid N. Shah
    This is my PPT presentation from the 11th Annual NIH SBIR/STTR Conference held in Omaha. It was called "Commercializing Your Healthcare/IT/Media Product" and was presented in front of SBIR Phase I and Phase II grantees looking for help on how to commercialize their solutions. Here's the abstract from the conference proceedings: Each year thousands of healthcare-related products are created but only some of them become commercial successes; almost all of the ones that make it to the market, get sold, and are ultimately deployed have some common characteristics. Shahid will describe some of those characteristics and help you find ways of getting the attention of your customers, explaining your product to them in a concise and meaningful way, devising pricing and partnering strategies, and finally figuring out how to get paid for what you’ve created. It’s difficult to have your product’s messaging make it through the noise in an ordinary market – but, of course we’re not living in ordinary times so things are even harder. Shahid will help you devise the right strategies so that you can rise above the herd and get noticed in the marketplace.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 22

    By Shahid N.

    Shah
    CEO, Netspective Communications LLC
    Blogger at http://www.HealthcareGuy.com
     CEO, Netspective (http://www.netspective.com)
     15+ years of entrepreneurship experience
     9+ years of executive technology management experience as CTO,
    Chief Architect, etc. in healthcare IT firms
     Lead/Analyst/Consultant on numerous consulting projects in the past
    9 years. Sample clients:
     Executive Office of the President
     U.S. Patent & Trademark Office (I train them and I have a patent)
     Northrop Grumman
     CardinalHealth
     NIH
     American Red Cross
     Read my blogs to learn more:
     http://www.HealthcareGuy.com (healthcare IT)
     http://www.FederalArchitect.com (government IT)
     http://shahid.shah.org (general technology)

    www.HealthcareGuy.com 2
    Execution
    Marketing

    Pricing and
    Sales Strategy

    Market
    Opportunity

    Product

    www.HealthcareGuy.com 3
    Pick one and focus

    Enterprise SMB Consumer Government

    www.HealthcareGuy.com 4
    Find the right search terms for your
    category and don’t be esoteric
    Interview
    Call up your
    Use search their clients
    competitors
    terms to locate about what
    and ask for
    competitors needs
    their clients
    improvements

    www.HealthcareGuy.com 5
    Who’s got the Who’s easy to Who’s
    money? reach? buying?

    Is there a Who do you Who will get


    decider? matter to? a promotion?

    www.HealthcareGuy.com 6
    Target Prospects Compare with
    • Be precise Competitors
    • Be specific
    • Don’t kid yourself • Don’t dwell on them,
    though

    Come up with options Conduct Interviews


    • Easy to understand • Ask for help
    • Easy to justify • Be open minded
    • Convenient to customer • Don’t assume anything

    www.HealthcareGuy.com 7
    Software as a
    Consulting
    Service
    and
    (SaaS) and
    Solutions
    subscription
    model
    model

    Freemium
    Licensed
    model (and
    model
    open source)

    www.HealthcareGuy.com 8
    Customer Objectives
    • Why would the customer work with you?

    Customer Objections
    • What are all the reasons they wouldn’t?

    Business Case
    • How does the customer convince their boss?
    • How does the decision maker personally benefit?

    www.HealthcareGuy.com 9
    Direct

    Affiliates Resellers

    Integrators

    www.HealthcareGuy.com 10
    www.HealthcareGuy.com
    Source: Brand Autopsy Blog 11
    Product positioning

    Brand-building and increasing visibility

    Advertising

    Product launches

    Lead generation

    Sales communications

    Maximizing events and trade shows


    12
    Conversations

    Grass Roots
    Messaging,
    Loyalty &
    Credibility
    Engagement

    13
     Sponsored Patient  Video Games
    Communities  Online Advertising
     Wikis and CMS  Search Advertising
     Blogging through others (as  Social Media Contests
    guests)  Social Bookmarking
     Blogging on your own  Listservs and Online
    Corporate Blogging Discussion Boards
     Microblogging  E-mail Newsletters
     Social Networking  Online Calendars
     Video Sharing & Screencasts Google
    Podcasts & Radio Shows  Mashups & APIs
     Social Documents
     Virtual Worlds

    www.HealthcareGuy.com 14
    Pull customers at their Nurture leads with
    convenience, not push superior targeting

    Reach
    Customers

    Immediate Feedback Lower costs, scale


    allows you to fail fast based on success

    15
    Social Media in
    Healthcare is still
    at an early stage
    but it’s the right
    time to start.

    If you’re trying to
    reach customers
    through social
    media, make sure
    they are online.

    16
    Experiment
    Establish Identify
    with Free
    Goals Resources
    tools

    17
    • Conversations and passion
    Quantitative • What’s relevant to your
    • Corporate image business?
    • Engagement and satisfaction • Traffic (increase in PageRank) • Will you be able to set
    • Loyalty and interaction • Sales ranks (new vs. existing) meaningful goals and measure
    them?
    • Trust and authority • Leads generated
    • In the end what do you want
    • Brand awareness • “Mentions” on other sites out of social media?
    • Minutes per day customer
    “speaks” to us

    Qualitative Results

    If you’re trying to sell something, the primary objective is to get people to your
    website. Any campaign not focused on getting click-throughs is flawed.

    18
    Build
    relationships
    Ask for the Set price
    order expectations

    Be well Don’t be
    prepared Close! afraid of “no”

    www.HealthcareGuy.com 19
     Easy to explain
     Defendable and differentiated
     Attractive partnership opportunities
     Word of mouth opportunity
     Potential for PR
     Scaleable staff and systems
     Scaleable product — build once, sell many times
     Uncomplicated
     Focused
     Sales model is scaleable and predictable
     Own relationship with and information about customers

    www.HealthcareGuy.com 20
     Healthcare folks are neither technically
    challenged nor simple techno-phobes (they’re
    busy saving lives)
     Most product decisions are no longer made by
    clinical folks alone, CIOs are fully involved
     Complex, full-featured, products are much harder
    to sell than simple, stand alone tools that have the
    capability of interoperating with other solutions
     Hospitals will not buy unless one proves value.
     Selling into doctors offices is really, really hard.
    www.HealthcareGuy.com 21
    www.HealthcareGuy.com 22

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