Marketing a healthcare business is tough! The healthcare industry is a unique field because while you are faced with the very sensitive nature of your patients’ treatment, which often scares you, makes you vulnerable or confuses you, you also work in a very scientific and cutting edge industry where treatments , tools and systems in constant evolution. Today, healthcare providers rarely get caught up in new healthcare marketing strategy and sales processes or respond to technological advancements.
The healthcare marketing landscape has changed dramatically in the last decade with the rise 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 conspicuously behind other industries when responding to technological advances. and audience expectations, so it’s still important that marketers drive the industry forward with smart trend adoption. “
Here are some important statistics to consider when starting to plan your marketing strategy:
• In 2016, there were more than 326 million people in the US, each with their own personality and each a potential patient.
• 52% of smartphone users collect health-related data from a smartphone.
• 91% of adults have their smartphone within reach 24 hours a day, 7 days a week.
• Based on recent data from Facebook, the most requested recommendation is a doctor or health care provider.
• There are 8.2 billion views of health-related videos on YouTube.
As in many B2B industries, long sales cycles can mean slow change in marketing strategy. So to make it a little easier for you, here are some essential truths we have discovered about healthcare marketing. Here are the three secrets of healthcare marketing and how they can rejuvenate your business:
# 1 Research and define your ideal clients
When you try to reach a particular audience, your success depends on how deeply you can guide them. Focusing on a certain market segment to generate and attract leads will not only help you polish your marketing, but it will also ensure that the customer association you get from your sales and marketing operations has a better success rate.
How do you reach your target audience in the healthcare industry?
If you are looking to improve your healthcare marketing, you may have realized that not all messages will suit all audiences. Partnering with an experienced healthcare marketer is always a smart strategy. Before doing anything else, you need to consider your audience:
• Who are you creating this report for?
• What do they want to know?
• What will they do with the information?
For any healthcare organization and practice of all kinds – hospitals, manufacturers, physicians and surgeons, dentists, pharmacists, or collectives – the more specifically the target audience is defined, the greater its ability to inspire a positive response.
Once you’ve identified your target audiences, it helps 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 communicate with them.
# 2 Create valuable content
How do health marketers develop and promote relevant content? First, they must understand customer needs by building knowledge through primary research, syndicated sources, and behavioral analysis. Next, they need to create content that meets their needs, such as videos, blogs, articles, and supports the goals of the brand. 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 do not believe that their content marketing efforts are highly effective, B2B marketers are potentially set for failure.
Content marketing fosters a long-term relationship with customers, which is critical in the medical industry.
3 tips to grow your healthcare business with content marketing:
1. Know what your customers want to learn
2. Be a leader in the healthcare industry
3. Take advantage of current events
The following tips will provide you with the knowledge you need to produce better content for your readers. Content marketing is a great way to 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 information to your customers.
Target ideal buyers with content
Creating and sharing successful healthcare marketing content is all about your audience – who you’re talking to and what you’re trying to say. To get the most out of your healthcare services, you must first define the group of people you are creating your content for and what they will find useful. Content marketing involves creating and sharing quality content specifically designed to appeal to 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.
• Definition and development of buyer personas
• Consider the purchasing team
• Mapping the content to the buyer’s journey
The beauty of 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 person-based content marketing initiative, you risk allowing your competitors to influence shoppers by talking about their needs and addressing uncertainties through targeted content, increasing consideration for purchases along the way. .
That’s especially true for B2B healthcare marketers, many of whom face more complicated and longer sales cycles, making their challenges with creating consistent and compelling content even more troublesome. With this in mind, B2B marketers from other industries have a lot to learn from the world of healthcare marketing. Make sure to always engage a specific target audience through different channels and stay relevant.