BRANDHIT MARKETING SUMMIT: A HIMSS EVENT
LAS VEGAS, NV - JUNE 15 - 16, 2017
Frank Cutitta is the senior director, Center for Content Analytics at HIMSS Media after serving on the HIMSS Board of Directors for six years. He specializes in the neuroscience of HIT buyers and the need for content to throw data exhaust, in an effort to avoid “random acts of content”. He has been recognized as one of the media industry’s top 40 innovators and influencers. Frank served for two decades as head of international at International Data Group where he worked on launches in over 90 countries and headed the first Soviet/American media joint venture in 1988. He subsequently served as CEO of the International Advertising Association and as the founder of the Center for Global Branding where his Weapons of Mass Discussion® practice specialized in driving social media conversations in business and governments. Frank has been prolific writer and researcher on cross-cultural communications, the co-evolution of marketing, IT and data science, and on the evolution of smart cities around the world. He is a graduate professor and doctoral candidate at Northeastern University in Boston. During his free time he produces “opinionated” beef jerky and teaches snowboarding to mature beginners as part of his Grays on Trays® program.
HIMSS Media Lab will present the findings of their landmark study on buying personas in the healthcare technology sector. The presentation will focus on the key emotional and business triggers that drive key influences like CMIO, CIO’s, Chief Medical Officers, CSO’s, technical nurses, and “alpha” doctors. The presentation will also cover the “shadow personas” unearthed in the study that are critically important despite their anonymity.
As with most industries most HIT vendors have found religion on focusing on deeper insight from specific target accounts. While ABM strategies are a great way to curry favor with the sales department, simply providing prospect contact information may not be enough. In this session, we will discuss how account based marketing is evolving to provide greater insight about the collective personas of “collaborative buying groups” that share influence in HIT buying decisions.
Account-based marketing is the buzzword du jour among marketing IT vendors, consultants, and professional healthcare marketers. Say “ABM” and we think about capabilities such as domain-name ad targeting, persona-based retargeting, messaging aligned and content tailored to the buyer’s journey. Fact is, technology is but one aspect of the roadmap that must be in place to deploy an ABM-centric, integrated marketing program.
What marketers discover when they set about making such a transformation is that there are mountains to climb on the road to ABM. Technology is the lightest-lift but least ready solution, and if not included as part of a comprehensive approach to ABM, it can actually delay success.
So what are the vital focus areas of ABM? In this session, marketing gurus David Rowe and Frank Cutitta will discuss key components of an ABM program and their impact on the healthcare marketing organization, including research, operations, content, performance measurement, and, of course, technology.
In order to better visualize the findings of the persona study, a panel of influential CIO’s, CMIO’s and other key HIT purchase influences will be assembled for a lively discussion of these business and emotional drivers, The session will cover how these key executives would characterize their relationship with vendors and how that eventually relates to the value-based patient care they provide.