As a VAR, you know you aren’t really selling technology. You’re selling outcomes. This is never so obvious than when you are a healthcare VAR. When you are marketing to healthcare, there are four things you need to remember about your prospects that will help you refine your messaging:

1. The way a healthcare provider operates probably won’t change. Messaging that implies you have great solutions that will change the way a healthcare provider operates is probably not going to resonate. The processes healthcare providers put in place are there for patient well-being, safety, and privacy. Basic processes must be maintained — instead of suggesting that your solution can change them, tell how your solutions can help a healthcare provider be more efficient within that framework.
2. Do your regulatory homework. VARs have to be up to date on the regulations healthcare providers are subject to. Can you imagine a VAR that tried to work in this vertical over the past few years without being aware of, for example, the Health Insurance Portability and Accountability Act (HIPAA) or the Health Information Technology for Economic and Clinical Health (HITECH) Act? When marketing to healthcare, have a thorough understanding of the regulations your clients and prospects must comply with and let them know how your solutions can help them meet these standards.
3. Do your healthcare provider homework. Different types of healthcare organizations will have different challenges that you may be able to help address. The benefits of a solution that resonates with a large health system may not be what a physician practice or home health organization needs to hear. Research the type of healthcare provider that your solution suits best and tailor the messaging of your marketing campaign to that audience.
4. Money matters. Although healthcare organizations primarily focus on their patients’ health and well-being, making money and saving money are two primary drivers behind healthcare organizations’ technology spending decisions. If your solution can help them operate more efficiently to the point that they can see more patients per day, you will get their attention. Similarly, if you can show them that your solution can streamline processes resulting in decreased energy costs, fewer labor hours, or lower IT service or repair bills, you just may shorten the sales cycle.

Whether you are blogging, compiling an email newsletter, or writing ad copy, make sure you let your healthcare clients and prospects know you understand their industry, you understand the importance of their processes, and you understand how valuable their time and resources are. When marketing to healthcare, this shows you will be a partner that can help them work toward their goals and overcome their challenges — and that’s a message well worth sending.