Persona
Erin Brooks
Healthcare procurement professionals who need compliant, efficient processes with real-time visibility to support patient care.
The Hero's Core Want
A compliant, efficient procurement process with real-time visibility.
Success Identity
A trusted, patient-focused leader supported by streamlined tools.
The Problem
The Villain
Outdated workflows that slow operations and increase risk to patient care.
Internal Frustration
"I'm overloaded by inefficient tools and communication. I spend more time wrestling with systems than actually supporting patient care."
The "So What?"
Increased risk to patient care and operational delays. In healthcare, supply failures aren't just inconveniences—they can impact lives.
Healthcare-Specific Considerations
Healthcare procurement has unique requirements: regulatory compliance, infection control, patient safety, and HIPAA considerations. Messaging to Erin should acknowledge these stakes without being alarmist.
Messaging Approach
Key Insight
Erin cares deeply about patient outcomes. Supply chain isn't just logistics—it's an enabler of care. Connect efficiency gains to what matters most: time with patients, reduced risk, and peace of mind.
Empathetic Statements
Show you understand the unique pressures of healthcare:
- "We understand that in healthcare, supply delays aren't just inconveniences—they affect patient care."
- "We know how frustrating it is to manage procurement with outdated tools while compliance requirements keep growing."
- "We've seen how much time gets lost to inefficient processes—time that should go to patients."
Authority Statements
Prove you understand healthcare's unique requirements:
- "We've supported healthcare procurement teams for over 9 years."
- "Our platform was built with healthcare compliance requirements in mind."
- "We provide real-time visibility so you always know where critical supplies are."
The Stakes
If They Don't Act
- Continued inefficiency drains time from patient care
- Compliance risk increases with outdated systems
- Supply visibility gaps create anxiety
- Team burnout from wrestling with tools
If They Partner with CNA
- Streamlined workflows free time for patient focus
- Compliance confidence with proper documentation
- Real-time visibility into all supplies
- Seen as a trusted leader who "just handles it"
Calls to Action
Primary CTA
"Schedule a Procurement Optimization Session"
Transitional CTAs
For prospects not ready for a conversation:
- "Download the Healthcare Procurement Workflow Guide"
- "See How Healthcare Teams Reduce Risk"
- "Get the Compliance Readiness Checklist"
Sample Messaging
Email Subject Lines
- "More time for patients, less time on procurement"
- "Healthcare supply visibility, finally"
- "The procurement system your team deserves"
Opening Lines
- "You didn't go into healthcare to spend your days fighting with procurement systems."
- "What if you could see exactly where every supply was, in real-time?"
- "In healthcare, supply reliability isn't a nice-to-have—it's essential to patient care."
Quick Reference
- Role: Healthcare Procurement Professional
- Primary Pain: Outdated workflows, compliance concerns, visibility gaps
- Desired Outcome: Streamlined, compliant procurement that enables patient care
- Primary CTA: Schedule a Procurement Optimization Session