Marketing a healthcare business is tough! the Healthcare Industry is a unique field because while you deal with the very sensitive nature of your patients’ treatment, which often frighten you, make you vulnerable or confuse you, you also work in a very scientific and avant-garde industry where treatments, tools and systems in constant evolution. Today, healthcare providers are rarely caught up in the new health marketing strategy and sales processes or respond to technological advances.
The healthcare marketing landscape has shifted dramatically the past decade with the increase of technology tools, social media, and digital devices. A recent article for Socialnomics quotes Tricia Wilkerson, Senior Marketing Specialist at Conifer Health Solutions, on the state of B2B Marketing in the Healthcare industry: “Healthcare is notoriously behind other industries when responding to technological advances and audience expectations, so it remains important that marketers push the industry with smart trend adoption.”
Here are some important stats to consider as you begin planning out your marketing strategy:
• As of 2016, there were more than 326 million people in the U.S. Each one of them with their own personality and each one of them a potential patient.
• 52% of smartphone users gather health-related data from a smartphone.
• 91% of adults have their smartphone within arm’s reach 24/7.
• According to recent Facebook data, the number one most asked for recommendation is a doctor or a healthcare provider.
• There are 8.2 billion health-related video views on YouTube.
As in many B2B industries, long sales cycles can mean change comes slowly to marketing strategy. So, to make it a little easier for you, here are some essential truths we’ve discovered about healthcare marketing. Here are the three healthcare marketing secrets and how they can rejuvenate your business:
#1 Research and Define Your Ideal Customers
When you try to reach a particular audience, your success depends on how deeply you can guide them. Focusing on a certain segment of the market to generate and attract potential customers will not only help you polish your marketing, but also ensure that the customer association you get from your sales and marketing operations will have a better success rate.
How to Reach Your Target Audience in the Healthcare Industry?
If you are looking to improve your health care marketing, you may have realized that not all messages will be adapted to all audiences. Partnering with a marketing professional with health care experience is always a smart strategy. Before doing anything else, you need to consider your audience:
• For whom are you creating this report?
• What do they want to know?
• What will they do with the information?
For any organization and practice of medical care of all kinds (hospitals, manufacturers, doctors and surgeons, dentists, pharmacists or groups), the more specifically the target audience defined, the greater their capacity to inspire a positive response.
Once you have identified your targeted audiences, it is helpful to gather some information about them. This information can help you determine the information needs of your audience, how you can communicate with them more effectively, and where and how you can contact them.
#2 Create Valuable Content
How do healthcare marketers develop and promote relevant content? First, they must understand the needs of clients by building insight through primary research, syndicated sources, and behavior analysis. Next, they need to create content that meets their needs, such as video, blogs, articles and supports brand objectives. Finally, promote content in the media where customers interact and share.
According to a new report, 85% of healthcare B2B marketers have a content marketing strategy, but only 4% believe their programs are extremely effective.
For a healthcare marketer focused on a pediatric service line, creating helpful content could mean writing an educational article on the merits and concerns of pediatric psychology. When planning to increase content production when the vast majority does not believe that their content marketing efforts are highly effective, B2B marketing specialists are potentially prepared for failure.
Content marketing nurtures a long-term relationship with customers, which is critical in the medical industry.
3 Tips to Grow Your Healthcare Company with Content Marketing:
1. Know what your customers want to learn
2. Be a healthcare industry leader
3. Capitalize on current events
The following tips will set you up with the knowhow you need to produce better content for your readers. Content marketing is an excellent way to both position your healthcare company as a thought leader and to generate new leads and customers for your business. Be creative and offer information that provides real insight for your customers.
Target Ideal Buyers with Content
Creating and sharing successful Healthcare marketing content is all about your audience: who you’re speaking to and what you’re trying to say. To make the most out of your healthcare services, you first have to define the group of people you’re creating your content for and what they’ll find useful about it. Content marketing involves creating and sharing quality content that is specifically designed to attract your target customers. If you’re not sure how to get started with your content marketing strategy, we can help! Here’s how to target your buyer persona through content marketing.
• Defining And Developing Buyer Personas
• Consider The Buying Team
• Mapping Content To The Buyer’s Journey
The beauty of the specific content is that it was created with a specific group in mind to enjoy and learn from the way they prefer to consume content. Without a persona-based content marketing initiative, you run the risk of allowing your competitors to influence buyers by talking about their needs and addressing uncertainties through specific content, which increases the consideration of purchases as along the road.
That’s especially true for B2B healthcare marketers, many of whom face more complicated, longer sales cycles, making their challenges with consistent and compelling content creation all the more problematic. With that in mind, there is a lot for B2B marketers in other industries to learn from the world of health marketing. Be sure to always involve a specific target audience through different channels and remain relevant.
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