HME News is the monthly business newspaper for home medical equipment providers. This controlled circulation publication reaches 17,100 home medical equipment services providers, including traditional HME dealers & suppliers, hospital- and pharmacy-o
Issue link: https://hme.epubxp.com/i/682935
Smart Talk 10 www.hmenews.com / june 2016 / hme news cyber security The Vivo 50 provides safe, intuitive and reliable ventilation that can start at the hospital and move seamlessly to the home and beyond. Its high performance technology and wide range of accessories make it highly suitable for hospital usage. While its ease of use, compact size and simple handling and transporting make it ideal for the home environment. Lifestyle-friendly Ventilation Breas, the Breas logo and Vivo by Breas are trademarks of Breas Medical AB. Breas Medical · US 1-844-848-6872 · www.breas.com Register for our webinar series to learn more about the Vivo 50 at http://breas.com/webinar_registration_us/ or call 1-844-848-6872 Innovative, market leading ventilators designed and manufactured in Sweden. Breas Medical/2016/MAR-3755-v.1.0 buying triggers build a good defense By RoB DuRyea Q. Am i at risk for a data breach? A. The best defense is a good offense is a common saying in the Marine Corps and should be in cyber security. Most small busi- nesses think they are too small to be attacked but, in the enemy's eyes, you are a soft target. In 2014, 60% of all online attacks targeted small and mid-sized businesses. With most small businesses lack- ing resources and one in four small business owners having little to no understanding of security threats, you are the prime target. Throughout this four-part series, we will provide valuable lessons in cyber security relative to business owners, employees, patients/customers, and future threats. Today, we'll discuss how the business owner sets up his defense to proactively address potential security threats. Here are four tips to start preparing your defense today: 4 Conduct a security audit: There are businesses and free resources online that will ask you the tough questions, allowing you to identify the systems and information most critical to your operations. 4 Make those updates: Update operating systems, patches, brows- ers and security software. They actively protect against new mal- ware and viruses. 4 Get firewall protection: All Internet connections used to access your private network must be pro- tected by an updated frewall. 4 Ensure encryption: Protect all information submitted by using encryption through SSL. This basi- cally makes all data stored on your website unreadable to individuals without proper access. These four actions will make you a harder target and give you a plan for the future, but you will have to remain vigilant; defense is about discipline. Are you doing the right things when nobody is watching? hme Rob Duryea is president of VGM Forbin. Reach him at robd@forbin.com. capture and quantify By Jason LewaLLen Q. What is a buying trigger? A. A buying trigger is the circum- stance, pain point, or change-event that causes a prospect to begin a buying process with you. Anyone trained in sales best practices knows the power of a pain point when it comes to closing a deal. What they may not realize is that capturing and quantifying buying triggers can drastically improve the way you interact with your referral sources, bringing you more business and increasing the effectiveness of your sales efforts. In HME, each potential lead has two buying triggers that need to be captured. The first is the customer's motivation for seeking out your equipment. Often times, this will be a diagnosis or hospital discharge. They may be looking for a specifc product that worked for a friend or family member. Whatever the motivation, capturing this data helps you understand why your customers are in need of equipment. By studying this data, you gain insights on what causes your market to look for certain types of equipment. The second buying trigger relates to your customers and referral sources. You want to capture what incentive they have to choose your company over your competitor's. You need to identify why they are choosing your company to receive their business. This key insight will show you how your sales and marketing outreach has been affecting your business. Over the next three months, I will talk about how you can use those two pieces of information to maximize the impact in your market, focus your sales and marketing efforts, and optimize your message to capitalize on your strongest buying triggers. I'll also reveal how you can measure your success by quantifying the buying triggers to create a plan that will expand your outreach avenues. hme Jason Lewallen is national business development manager of PlayMaker CRM. Reach him at jason.lewallen@ playmakercrm.com