After a year or more of using an EHR system it's easy for users to see the holes and identify what's not working for them. They might be thinking about changing, but they also know that it’s a big process to tackle. How do you convince them that the change is worth the effort?
Changing to a new software system is typically a pretty long and involved process. We’ve all experienced it and know that ultimately the change is for good, but finding time to research the right options, learn something new and get your entire staff onboard isn’t always easy.
And if you’re selling electronic health record software to medical practices, this is exactly what your potential customers are thinking now that most of them are using some version of an EHR in their offices.
How to Make The Switch to a New EHR Easier
If you want a medical practice to switch their EHR, you’ll need to provide them with a plan for making it easy. And even then, they’ll resist simply because it’s change. Your job is to prove that their business needs are more beneficial than human nature’s resistance to change. Seems logical, how do you get the leads in a world that contains so many different EHR options?
The best type of lead is when they click the "free demo" button on the website and complete the form. But... there's quite a bit of work required to get them to click that button. For more insight on that, you might want to read: Why Selling EHR Software Requires More Than a Free Demo Offer.
So how do you get healthcare facilities to find you and then ensure you're in the mix of best options for their final selection?
At some level, cost was a part of every EHR selection. But there are other features of the software that set you apart that will influence a buyer's decision.
One of the best ways to get in front of the medical practices considering a new EHR is be there, even when you're not. What does this mean? You’ll need to produce proof through content that shows you can fill the holes they've found and then help clients make it through the software transition period quickly and happily, while avoiding a budget overage.
Remember, 60% of a decision on something like software is often done before they ever talk to a sales representative. That means they're doing research -- both through first hand experiences of their colleagues and by doing their own online research.
If you're an ideal EHR for a specific medical specialty, you can write content and share examples of success from other experiences in the industry that will help make that specialty want to select you.
Some of this content is going to be free and available to anyone. And some of it will require an email address -- aka a new lead.
Types of Content To Create When Selling EHR Software
Guide Books and Checklists
CASE STUDIES WITH TESTIMONIALS
Because there are hundreds, if not thousands, of companies similar to yours in the eyes of the buyer you need this educational content to answer questions and ease the minds of your potential buyers thinking of making an EHR switch.
Once you've had them in your sales funnel for a little bit, it makes sense to start asking them to participate in the free demo. It will feel natural after they've been on your website, downloaded content, signed up for your blog, and/or received a few follow up emails.
All of these things can be accomplished using inbound marketing.
To help you find a better pathway through the sales process we can set up a free 30 minute website assessment. We'll talk about ways you can add more content or offers as well as enhance the materials you already have to target your personas.