Balancing the buzz for meaningful communications
No matter what industry we’re in, B2B and B2C marketers alike are faced with a proliferation of buzzwords. The climate we operate within – social media and the 24 hour news cycle – keeps these terms in front of us at all times. While industry buzzwords can take on any number of meanings depending on the context in which they are used, or even become completely devoid of meaning due to overuse, they still possess value. For many organizations, strategically aligning their brand or offerings with these terms helps define their position in the market and create a desired association among target audiences. As communicators, we must strike the right balance. For more insight, we spoke with Tycene Fritcher, VP of marketing for Nextech.
Dodge: How important do you believe it is to incorporate industry buzzwords into your communications?
Fritcher: I believe it is exceptionally important to incorporate buzzwords not only into external communications, but also into internal communications in order to educate staff and keep them abreast of current events within the industry. Not only do these words help define a solution, but as some of the most commonly searched terms, their strategic use can also have SEO implications.
Dodge: How do you strike a balance between appropriate usage of buzzwords and overuse?
Fritcher: The first priority when developing marketing or public relations content is to ensure your audience understands and correctly interprets the information being presented. The balance is reached when this is done successfully and the use of buzzwords, while important, does not come at the expense of the message.
Dodge: Regulatory mandates such as ICD-10 and meaningful use are discussed frequently in our industry, and rightfully so. How can organizations differentiate themselves in a market saturated with solutions to address these and other mandates?
Fritcher: This is a difficult question that each organization must address and answer for itself. Organizations must assess their offerings to determine what additional services or differentiators they can offer. Some companies may offer in-depth training, documentation services, dedicated customer support teams solely focused on mandates, etc. Whatever the differentiators might be, when aligning themselves with regulatory trends, organizations must ensure their communication is consistent, relevant and impactful.
Dodge: What rising terms do you see that are adding value for HIT organizations heading into 2015?
Fritcher: Patient engagement is a key term with Stage 2 of meaningful use upon us and Stage 3 lurking with even more stringent requirements. Mobility is another big one as physicians continually seek out IT solutions that are capable of molding to their own workflow, and not the other way around.
Dodge: Conversely, what buzzwords have been used so often by so many in the industry that there is little added value for an organization in aligning with them?
Fritcher: It seems like every IT solution these days is easy to use, intuitive and can be customized. Organizations need to find unique differentiators in order for their products and services to stand out, rather than twisting the same core features that all of their peers are touting. Commonplace terms such as EHR/EMR are overused as well; as providers search for solutions to address their unique needs, vendors content with falling under the EHR umbrella are in danger of losing out to their competitors.