Most healthcare tech vendors treat content marketing as a checkbox.

The best know it’s as a sales engine.

Successful vendors build content marketing programs that multiply their business results through strong fundamentals—driving growth and revenue, getting vendors on the buying committee shortlist before first contact, and giving sales the context and materials that close deals.

The Outcomes-Based Content Marketing (OBCM) framework simplifies the task of cementing the strategic and deep work AI can’t do—then helps you execute and scale with the right Talent, Tools, and Tech.

OBCM is six pillars built for long buying cycles, risk-averse buyers, committee indecision, and the realities of how healthcare actually makes decisions.

 

What Is Outcomes-Based Content Marketing?

💠A Content Framework that bolsters your business strategy and goals

💠Flexible Access to a suite of specialized and experienced professionals

💠Guidance for applying budget, effort, and talent where they make the most business sense and significant impact

💠A Cornerstone Prerequisite before agency or FTE commitment

💠Foundation of a Program Roadmap optimized for maturity toward content as profit center and next steps of internal program growth or agency outsourcing

💠An Educational Engagement to identify next steps of internal program growth and/or agency outsourcing

 

Sail past the common pitfalls in enterprise healthcare tech content. VBCM gets you past common issues like:

 

  💠Team frustration and burnout—applying methods from other verticals to enterprise healthcare with underwhelming results.

  💠Wasted budget and opportunity cost of working with agencies who don’t understand the nuances of the enterprise healthcare market and making hiring mistakes before you understand the role content plays in your business strategy and growth

  💠Missing out on RFPs because of failure to engage early in the buying cycle, opening up vulnerability to better-prepared competitors.

  💠Wasted time on low quality leads that frustrate sales and reflect poorly on marketing

  💠Drowning in sunk costs and poor results that reflect negatively on individual marketing professionals

When enterprise healthcare buyers benefit from vendor content, everyone wins

The best and most effective enterprise healthcare marketing is grounded in content that meets decision makers where they are—positioning vendors as trusted advisors…before the first sales call ever takes place.

But buying cycles are getting longer and buying committees are engaging later and are increasingly self-directed. This means vendors need to do a lot more (likely with a lot less).

Using OBCM, even the smallest player can move mountains through content.

 

OBCM finds that elusive nexus between vendor value and healthcare leader needs

OBCM is powered by a combination of deep experience in healthcare technology and by data from industry-specialized healthcare IT market research firm, Eliciting Insights.)

The framework is grounded in Evidence-Based Listening—the foundation of a market-driven content presence.

 

When you’re ready to close gaps in your content program, grab some time to talk. We’ll explore areas of alignment and where you have the greatest opportunities for better results.

 

Outcomes-Based Content Marketing Results

A more mature program means better business results, stronger proof of marketing as a revenue center, and progress toward marketing as a center of excellence.

Outcomes-Based Content Marketing Services

A highlight of the LocutusHealth services available to apply the results and principles of OBCM. This list is not exhaustive and we can come up with custom solutions that fit your needs.

💠Tier 1-Individual Pillars: Ad hoc services to address specific pillar needs (below)

💠Tier 2-Monitor: Monthly Program Progress Check (content creation services can be engages as needed) 

💠 Tier 3-Acute Content Rehab:– Full engagement to mature your content program, paced to fit your  budget and goals. LocutusHealth creates content strategy and serves as an execution partner.

Evidence-Based Listening

Whose needs primarily influence our content?

Value-Based Content

How is our content creating value for our market? Are we using the same terminology and definitions as our buyers? How do we score in terms of content depth, thought leadership and innovation, healthcare buying committee journey coverage, and ROI?

Platforms, Data & Tech

How are we measuring content program success, business alignment, and internal ROI?
  • Performance Marketing Exercise
  • Stack & Data Eval
  • AI Application Opportunities

Systems & Workflows

How are our processes enabling learning and improvement?

 

Provider and Channel Partner Engagement

Are we meeting HCDMs where they are or just using a shotgun approach?

 

Sales Enablement

How do we leverage content in our 1-to-1 interactions? Are we hyper-personalizing our content experience?

My Favorite OBC Examples

 

Cardinal Health™ Lab Briefings: A series of CE webinars focused on laboratory management, quality, and analytics. A really tight alignment with Cardinal’s laboratory products value prop and a strong professional development play.

IBM Blog: Consistent and clean presentation of the value IBM offers to multiple industries.

Wolters Kluwer Expert Insights: A strong translation of Wolters Kluwer’s deep domain expertise into content marketing

Your OBCM Roadmap