Softscribe® Inc. specializes in driving sales for clients in the US government, hospitality and healthcare markets We bring value to our clients through an understanding of:
- The buying influences in each industry.
- Industry-specific red flags that stall sales.
- The ideal customer profiles in all three markets.
- Technology trends that drive decision making.
US Government
Three keys to successfully conducing business to business marketing and sales in the federal US government are:
- Retool sales and strategic marketing material for the US government. You must demonstrate an understanding of the federal market. What works in the commercial business to business market will not succeed with the public sector.
- Remember that US government employees cannot accept gifts over $15; it is a violation of the Federal Procurement Integrity Act.
- Be patient. A sustained, integrated marketing effort is required to make headway with the US government. Relevant messaging appropriate for your target audience's mission is essential.
Healthcare
As in the US Government market, a committee sales cycle is the norm in the heathcare business to business market. However, in healthcare the group's decision is frequently based on a cost-benefit analysis instead of customer service. Some of the essential elements that drive technology purchases in the healthcare market include:
- Consumer-driven healthcare. Technology that improves a consumer's access to information and services – and thus enhances his or her own well being - is a priority.
- Acceleration of information technology. Providers and payers are highly interested in technology that helps their staffs complete their jobs more accurately and efficiently.
- Growth of pay-for-performance and evidence-based medicine initiatives. Regional health information networks for collaborative clinical-information sharing and for pay-for-performance initiatives are emerging.
Hospitality
Factors that have reshaped hospitality business to business marketing since 9/11 include:
- Hotel operator liability resulting from Congressional anti-identity theft legislation.
- Rising utility costs focusing operator attention on energy conservation technology purchases.
- Shoppers' reliance on the Internet for travel information, which is creating a Search Engine Marketing explosion.
- Consolidation of property ownership, which opens the door for enterprise financial systems.
Softscribe® guides its clients through the nuances of healthcare marketing; identifies the best sources of buying direction for the US government; and shows the way to sales success in the hospitality vertical. To learn more please contact us or schedule a marketing analysis.
