1. The Secret Sauce of Successful Go-to-Market Strategies

2. Presenters Cynthia Porter President, Porter Research @porterresearch1 Cynthia@porterresearch.com Go-to-market research Chris Watson Founder In90group @chrisin90 chris@in90group.com Actionable marketing in 90 days

3. © Porter Research, in90group 2016 Research Builds a Solid Foundation Imagine if you could crawl into the minds of prospective clients “ Today’s healthcare IT market is characterized by: Hyper-competition Shortening lifecycles Rapid commoditization Complex ecosystems Vendors need to accelerate market clarity

4. © Porter Research, in90group 2016 Market Research is a Critical Step It provides a deep understanding of the market, industry, competitors and customers. It includes a deep analysis and understanding of your accounts, buyers and users. This understanding will help you differentiate your strategy from your competition. It will also help you prioritize your accounts, align your strategy with buyer needs and address user problems.

5. © Porter Research, in90group 2016 The Inside Scoop Real needs/pain points Buying decision influences Competitive landscape Pricing/packaging Positioning/messaging Target markets Key discovery questionInfluences

6. © Porter Research, in90group 2016 The Key Questions

7. © Porter Research, in90group 2016 Know Where your Brand Stands 7 Solid answers you can leverage How aware are buyers of your company/brand? How does your brand stack up against your competitors? Do you need to invest more in brand awareness? Strategies to deploy Revisit your relevance Thought leadership programs that align your brand with influencers and leaders in the industry Key discovery questions Which vendor do you currently use (market share)? If you were to evaluate other vendors, which vendors would you consider?

8. © Porter Research, in90group 2016 Identify and Target “Intenders” 8 Key discovery questions Solid answers you can leverage Hit list of organizations who are in the buying (not shopping) cycle Drive immediate impact on your sales pipeline Strategies to deploy Inform sales team members of “hot” prospects and provide scripts that prevent sales from revealing identity of the survey Announce “incentives” that send you to the top of the short-list Build content that is focused on buying decisions vs. thought leadership Does your organization plan to change vendors? If so, when? If you were to evaluate other vendors, which vendors would you consider?

9. © Porter Research, in90group 2016 Deploy Competitive Attack Campaigns 9 Key discovery questions Year-over-year results show you who is losing the most Identify potential/emerging competitors from the “other” category Expose the strengths and weaknesses of competitors Strategies to deploy Rapid, special, predictable conversion programs (easy to switch) featuring current customers who have made the switch Calling campaign with “hit list” Solid answers you can leverage Which vendor do you currently use? Rate your overall satisfaction with your current vendor. If you were to evaluate other vendors, which features would be most important to you?

10. © Porter Research, in90group 2016 Master your Message 10 Solid answers you can leverage Identify what is most important to your potential buyer by organization type and title of responders Align product strength messages with practical needs and align company brand with emotional drivers Strategies to deploy Build persona-based messaging models Identify proof points and building blocks that support key messages Key discovery questions If you were to evaluate other vendors, which features would be most important to you? What qualities in a vendor-partnership are most important to you?

11. © Porter Research, in90group 2016 Movement in the Market 11 Solid answers you can leverage Volume of deals going down each year Which vendors are winning and losing market share, are you getting a fair share Strategies to deploy Use total number of “switchers” to support revenue projections, sales territories and quotas, marketing budgets Modify marketing strategies – hard closer messages or get to know your pain programs Key discovery questions Have you switched vendors in the past 12 months? If so, which vendor did you move TO? Do you intend to switch vendors in the next 6 – 12-18 months? If so, which vendors would you consider?

12. © Porter Research, in90group 2016 Case Study: Population Health Management PHM: A very crowded, immature market

13. © Porter Research, in90group 2016 Case Study: Survey Profile Conduct Brand Experience research among decision makers, recommenders, and influencers within healthcare delivery organizations Focused on top of mind brand awareness, as well as aided familiarity and perception of population health vendors Blind (Porter branded) Target:1,200 organizations who had demonstrated meaningful amount of “accountable care activity” 321 responders

14. © Porter Research, in90group 2016 Sample Questions When you think of “Population Health Management” solutions, which technology vendors come to mind first? Please rate your level of familiarity with the following companies as providers of Population Health Management solutions. Based on your experience, please rate your perception of the following technology vendors’ Population Health Management solutions. Of those sources you use, please rate the importance of each source in selecting vendors to consider for your population health initiatives. Please allocate 100 points across these five factors to indicate their importance to your purchase decision. What percentage of your organization’s reimbursements are in the form of “at risk” payment?

15. © Porter Research, in90group 2016 Top 3 Findings and Resulting Actions Brand awareness of client was much lower than anticipated. Launched intense awareness digital marketing campaign Expanded presence at HIMSS 2016 Increased thought leadership budget with PR firm Physician groups are still shopping while health networks are buying Emphasized “how to” and “top predictions” campaigns to help physicians learn how to purchase and act NOW Targeted demand gen dollars to focus on integrated delivery networks and health systems Most reliable source of information is peer relationships Launched customer reference program Increased emphasis on speaking engagements and webinars that feature customers Invested in customers speaking at Pop Health Management Knowledge Center at HIMSS

16. Presenters Cynthia Porter President Porter Research @porterresearch1 Cynthia@porterresearch.com Go-to-market research Chris Watson Founder In90group @chrisin90 chris@in90group.com Actionable marketing in 90 days