In 2015, I was tasked with launching a new product into the hospital market named, Readmissions Analytics. This product was intended to help hospitals deal with a new financial penalty that the Centers for Medicare and Medicaid Services (CMS) imposed on them for what they deemed as excess readmissions, that is, people being discharged from the hospital and then returning in less than thirty days over a certain threshold.
Since this was a new product that dealt with a new problem, there were several challenges that needed to be overcome to gain marketplace acceptance. Not the smallest of which was gaining the attention of decision makers and influencers in the crowded hospital space.
The Content Driven Product Launch is the story of the content marketing campaign that launched this product into the marketplace. [Read more…]