Digital Marketing

3 Healthcare Marketing Secrets You’ll Never Know

Marketing a healthcare business is hard! The healthcare industry is a unique field because while you deal with the very sensitive nature of treating your patients, which often makes you scared, vulnerable or confused, you also work in a very scientific and cutting edge industry where treatments, constantly evolving tools and systems. Healthcare providers today rarely get caught up in new health marketing strategy and sales processes or respond to technological advances.

The healthcare marketing landscape has changed dramatically in the last decade with the rise of technology tools, social media, and digital devices. A recent Socialnomics article 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 advances in technology and audience expectations, so it remains important for marketers to drive the industry forward with smart trend adoption.”

Here are some important statistics to keep in mind as you start planning your marketing strategy:

• As of 2016, there were more than 326 million people in the US, each one with their own personality and each one of them a potential patient.

• 52% of smartphone users collect health-related data from a smartphone.

• 91% of adults have their smartphone within arm’s reach 24/7.

• According to recent data from Facebook, the number one 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 that 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 clients

When you’re trying 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 will also ensure that the customer association you gain from your sales and marketing operations has a better success rate.

How to reach your target audience in the healthcare industry?

If you’re looking to improve your healthcare marketing, you may have realized that not every message will suit every audience. Partnering with an experienced healthcare marketer is always a smart move. Before you do 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 have identified your target audiences, it is useful to collect information about them. This information can help you determine the information needs of your audience, how you can most effectively communicate with them, 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 customer needs by building insights through primary research, syndicated sources, and behavioral analytics. Next, they need to create content that meets their needs, such as videos, blogs, articles, and supports brand goals. 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 useful content might mean writing an educational article on the merits and concerns of pediatric psychology. When planning to ramp up content production when the vast majority don’t believe their content marketing efforts are highly effective, B2B marketers are potentially set up 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 health industry

3. Capitalize on current events

The following tips will set you up 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 generate new leads and customers for your business. Be creative and offer information that gives 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 first need to define the group of people you’re creating your content for and what they’ll find useful. 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.

• Definition and development of Buyer Personas

• Consider the purchasing team

• Mapping content to the buyer’s journey

The beauty of targeted content is that it was created with a specific group in mind to enjoy and learn the way they prefer to consume content. Without a people-based content marketing initiative, you risk allowing your competitors to influence shoppers by talking about their needs and addressing uncertainties through targeted content, increasing purchase consideration over time. road.

That’s especially true for B2B healthcare marketers, many of whom face longer and more complicated sales cycles, making their challenges with creating consistent and compelling content even more problematic. With that in mind, B2B marketers in other industries have a lot to learn from the world of health marketing. Make sure you always engage a specific target audience through different channels and stay relevant.

Leave a Reply

Your email address will not be published. Required fields are marked *