Because buyer journeys can vary wildly.
Uncover Buyers’ Information and Emotional Needs
The HIMSS Database provides a wide range of useful data about your target audience: The topics they gravitate towards. The buying stages they travel through. The emotions that affect purchasing decisions. These data points are critical to understand since together, they will help maximize your campaign response and content engagement.
Create Well-Defined Personas
Based on study of your target audience both “in the wild,” as well our ability to track their media consumption within the HIMSS digital network, our team identifies patterns emerging in the data. We use this data to draw well-defined personas/ archetypes that can be targeted with relevant content, in the format they like to consume, through the media channels they rely on.
Understand the Purchase Process
The Media Lab can track your buyers’ information needs as they progress from “interest” to “evaluation” to the ultimate “purchase decision” phase. We often discover that paths to purchase can diverge among different portions of your audience, and can therefore require different content needs. By developing and mapping enriched content across buying cycles, your ability to engage qualified prospects increases dramatically.
“Our clients understand the role good content plays in driving growth, and how content without true insight is simply another sales pitch. That's where we come in. At HIMSS, we ARE this audience. We can differentiate nice-to-know versus need-to-know messaging. We’re having a lot of fun — and success — helping clients start the right conversations.”
— John Whelan, EVP HIMSS Media