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MARKETING that matches yourFUNDING ROUNDA blueprint for marketing focus and spend at every stage
The media is aflutter with health IT company funding announcements – and if you’re lucky, your company is one of the recipients. But where do you go from here, fearless health IT marketing leader? While it may seem like a windfall of marketing dollars is in your future, don’t get ahead of yourself; after all, you’re not the only one in need of a more robust budget.
The key to marketing success is identifying and aligning with these expectations, then building clear programs that deliver measurable results. Instead of thinking about what you’ve needed in the past, think about what you need in the future – based on where your company is in the funding cycle.
WANT THE FULL DETAILS? WWW.THINKREVIVEHEALTH.COM/FUNDING
DOWNLOAD THE FULL GUIDE HERE
INTRODUCTION
Seed Round
Series A
Series B
Series C+
Mezzanine/Pre-IPO Round
IPO
FUNDING ROUND SEQUENCE
SEED ROUND
Product development + user base feasibilityGOAL
Primarily angel investors, some early stage venture fundsINVESTORS
• Establish your brand strategy and identity
• Build a focused messaging architecture
• Develop sales tools to engage early adopters
MARKETING TACTICS
Branding Early Adopters
MARKETING PRIORITIES
WWW.THINKREVIVEHEALTH.COM/FUNDING
WWW.THINKREVIVEHEALTH.COM/FUNDING
SERIES A
Business model establishment + product distributionGOAL
Early stage venture fundsINVESTORS
• Kick-start broader brand communications
• Initiate public relations program
• Build thought leadership activities to drive lead generation
• Improve your digital presence
• Continue sales tool refinement
• Create a customer testimonial program
MARKETING TACTICS
Branding
Thought Leadership
Lead Generation
Sales Enablement
MARKETING PRIORITIES
WWW.THINKREVIVEHEALTH.COM/FUNDING
SERIES B
Scale the user base + business modelGOAL
Generally venture funds from Series A, often with additional firms specializing in larger rounds
INVESTORS
• Drive consistent event and media public relations
• Begin consistent content development rollout
• Initiate conversations with key third party influencers
• Kick-off analyst outreach and briefing program
• Expand digital presence to include CRM and marketing automation
• Push customer testimonials out across all channels
MARKETING TACTICS
Thought Leadership
Lead Generation
Sales Enablement
MARKETING PRIORITIES
WWW.THINKREVIVEHEALTH.COM/FUNDING
SERIES C+
Company growth + market expansionsGOAL
Generally venture funds from Series A and B, as well as hedge funds, investment banks, or sometimes private equity firms in later stages
INVESTORS
• Shift from thought leadership to thought ownership
• Align to business objectives
• Amp up your public relations efforts
• Continue content creation and influencer relations
• Consider select paid analyst relationships
• Add strong social element into digital presence
• Ensure key customers are heavily promoted across channels
MARKETING TACTICS
Messaging
Thought Ownership
Lead Generation
Business Alignment
MARKETING PRIORITIES
WWW.THINKREVIVEHEALTH.COM/FUNDING
MEZZANINE PRE-IPO
Fund + prepare for financial eventGOAL
Venture funds from early rounds as well as banks and private equity firms
INVESTORS
• Be smart about branding acquisitions
• Set your longer-term public relations cadence
• Continue strong content creation output
• Identify your strongest third party advocates
• Maintain paid and unpaid analyst relationships
• Increase your social media output
• Build issues/crisis management plan
MARKETING TACTICS
Branding
Thought Ownership
Lead Generation
Business Alignment
MARKETING PRIORITIES
WWW.THINKREVIVEHEALTH.COM/FUNDING
IPO
Raise significant capital to support business expansionGOAL
Public investors on established stock exchangeINVESTORS
• Initiate broad, integrated marketing campaign development
• Infuse creativity into your content strategy and creation
• Prioritize business and financial targets in public relations
• Re-engage key influencers and third party supporters
• Expand analyst relations into sell-side and buy-side
• Use customer communications to revitalize your testimonial program
• Make sure your digital enterprise runs like clockwork
• Expand issue management planning to ensure comprehensive approach
MARKETING TACTICS
Thought Ownership
Investor Relations
Lead Generation
Sales Enablement
MARKETING PRIORITIES
WHAT’S NEXTWith health IT start-ups taking the industry by storm, and 136 companies raising $2M or more in the first half of 2015, the market noise is louder than ever. Breaking through this noise is no easy task, especially as conversations are dominated by empty jargon, loose language, and obscure categories.
In this guide, you’ll find a detailed blueprint on how to align marketing priorities with business objectives at each stage of funding – and how to get the budget and staff you need along the way. Like most things in life, funding comes with strings attached. Your company’s new investors will have clear priorities and demands that span from product development to sales, and executives will be held fully accountable to those expectations.
WANT THE FULL DETAILS? WWW.THINKREVIVEHEALTH.COM/FUNDING
DOWNLOAD THE FULL GUIDE HERE
For more information about how we can help contact:
Shannon McIntyre Hooper, Health Technology Practice Leader, ReviveHealth
+1 (615) 742.7242 | [email protected]
ReviveHealth is the first purpose-built, integrated marketing communication firm for Health Systems, Health Services, Health Technology, and Healthy Living. The firm is the sixth largest healthcare agency in the country and its client roster includes some of the leading and largest brands in healthcare. It was named PRWeek’s 2014 Small Agency of the Year, 2015 Small Agency of the Year finalist, and 2013 Boutique PR Agency of the Year. The Agency also earned The Holmes Report’s 2014 Best Agency to Work For in America as well as Best Boutique Agency to Work For from 2011-2014. ReviveHealth has offices in Nashville, Minneapolis, and Santa Barbara, and can be found on the web at thinkrevivehealth.com and on Twitter @ThinkRevive.
