You've seen static images of mind maps on this site before (here and here). Now, you can get access to the interactive mind map for the health care messaging market. I've been collecting data and refining the market map for several years.

This analytical tool enables you to quickly find what companies are making claims for specific features, and was the main source of data used to create the messaging use case spreadsheet described here.

What's included?

Approximately 200 companies that have implemented a messaging use case are included in the map. For more about the types of companies that fall under the term, health care messaging, see this blog post.

Each company is linked to the key marketing claims they make on their website (or other promotional materials). At initial publication, there are currently 40 different marketing claims that are linked to the companies that claim them.

Each company included in the market map has a link to their website so you can quickly access each company website, as you go through the market map. Once circled in the middle screen position, the link to each company's site can be found at the bottom of the map in the upper left of the Notes section. Each marketing claim has a note associated with it that describes what the marketing claim typically includes.

All of the data in this market map is based on publicly available data, almost exclusively from the company's website. Other public sources can include trade show graphics, public product demos, and webinars. Data can also come from direct communications with the company, and is included with their verbal approval.

Because this map relies on publicly available information, only the highest level or most important capabilities are included. This map is not intended to be an all inclusive in-depth compendium of every feature or capability in the products of the listed companies.

Why use it?

Look up your own company, or if you're a customer, your vendor, and make sure the claims made by the company match the list of claims on the map. Leave a comment below when you find any discrepancies.

Find the companies that offer the marketing claims in which you're interested.

See all the claims made by a particular vendor.

Look at the claims made by a group of companies to determine the gaps and overlaps in claims across those companies.

Determine the total number of companies making a certain claim, or set of claims.

Evaluate the segmentation and product/market fit (or bowling alley strategies, if you're old school) by looking at claims made by the greatest number of companies.

Identify marketing claims with the greatest or least number of competitors.

Evaluate the completeness of a company's product by checking which and how many marketing claims are made. Compare this with other companies making similar claims.

How it works

When the page loads into your browser, the map is arranged in the "home" position. In the parlance of the map software, each text label is a "thought." You activate a thought by clicking on it. This action moves the clicked thought to the center of the map and circles it. Other thoughts are rearranged around the active thought according to their connections. The active thought in the map's home position is Vendors. The upper left lists claims, the below Vendors are links connecting to the companies included in the map. Note that the presence of scroll bars, either horizontal or vertical, indicates there are more thoughts than are presently shown on the screen.

When a company is selected, the list of connected claims is shown on the left. Likewise, when a claim is selected, the list of companies that make that claim are listed on the left. It is not possible to have more than one active thought at a time, so if you want to select more than one company or claim at a time, you must open a browser window and load the map for each additional company or claim you want to view.

You can click Vendors to return to the home arrangement of the map. Reloading the page in your browser also gets you back to the home position.

There is a horizontal bar that bisects the mind map from the notes section below. In the middle of this bar you will find two triangles pointing up and down. Clicking these will hide or reveal the notes section. Hiding the notes will allow you to view more thoughts at once on the screen.

Limitations

The terminology of claims mostly comes from the companies making those claims. I have taken some poetic license because some claims are less succinct than others. And many companies describe seemingly similar or identical claims differently. In those cases, I have associated similar looking claims to a single claim descriptor, regardless of the company's terminology. The term for the resulting claim may be used by one or more companies, or may be my own terminology.

Companies' claims to features have not been validated with regard to actual existence, scope or quality of implementation.

Non-claims data are not included in this map. Examples of non-claims data can include target buyer (hospital, clinic, payor, employer or patient), or whether a company has a vertical market (just for health care) or horizontal market (sells the same product to health care and other markets) focus.

As noted above, only the features and capabilities important enough for the company to describe on their public marketing materials are included. Every company's solutions include many additional features that are not on their website and thus, not intended to be included in this market map.

How to access the map

Access to the interactive market map is free. Before you can access the map, however, you must create a user account that includes some basic information (all fields are required). You must also create a username and password.

Here is the registration process:

  1. This link (to the mind map page) will redirect you to the "How to Access the Messaging Mind Map" page (created for visitors who don't access this explanatory post first). Go to the bottom of this page and click the registration page link.
  2. Complete the registration form. If you've already registered, you can click "log in" at the bottom of the page, and log in.
  3. After you've registered, you will receive an email where you will click the link to set your password.
  4. Once you have created your password, and logged on, you will be directed to the Log In Welcome Page. Click the orange button to go to the mind map. There is also a link to the mind map on the menu bar at the top right of this screen.

Future visits to the site, after you are registered and logged in, will take you directly to the mind map when you click the mind map link. Should you use a different computer, or get logged out, simply log in again to access the mind map.

Because users of the mind map are able to provide updates and corrections to the data in the mind map, anonymous users are not allowed. The veracity of anonymous suggestions for changes to the mind map are naturally in question. Consequently, accounts must include your actual name and a work email address. Anonymous accounts, or accounts based on nicknames and generic email addresses will be deleted. We all want to know who is suggesting specific changes or corrections to the mind map.

How to make it better

As you go through the market map, you may find information that is in error, or information that is not included but should be. There are two ways to suggest changes: you may send me an email (directly or via the contact form), or you may leave a comment below the map.

I will attempt to verify the suggested changes using the company's web site, or I may reach out to the company in question. Verified changes will be made from time to time as needed.

There may be cases where suggested changes are not included in the map. The reasons for this may include: the change can't be verified, the change is deemed too detailed and outside the scope of a "major feature or capability," or I have not yet had a chance to verify the change.

Enjoy using the mind map, and if you have questions or comments about messaging or related topic, let me know!