What is the best way for healthcare marketers to adapt in an industry that is constantly evolving?
It’s a good question, and the best answer is to put more focus on lead nurturing. In this blog, we’re going to explain why, and how to do it.
The challenges of healthcare marketing
The constantly evolving landscape of the healthcare industry means that marketers need to work to stay ahead of the game. Everything from the way healthcare companies market products and services, right up to the changing needs of consumers and businesses leaves marketers struggling to gain visibility in their chosen target market.
In the healthcare industry, marketers are often responsible for dealing with vital information to help their audiences make important health and lifestyle choices, which means becoming a thought leader is more important than ever. However, it’s becoming more and more difficult to do so in a regulated and constantly evolving industry.
Lead nurturing is an essential strategy which can help you as a marketer deliver the right message to the people who need to see it most. Getting the timing right is also just as important as staying on top of current industry-related news.
Use a current perspective to reinforce relevancy where possible, be informative and non-biased, whilst avoiding coming across as too sales-motivated.
Here are some of the vital elements and tips for good lead nurturing that we’re going to go over in more detail below:
- Understand your audience
- Take a customer-centric approach
- Create quality content as part of a customer-centric campaign
- Outline deployment methods
- Consider marketing automation to calculate ROI
Understand your audience
In healthcare marketing, there are many different healthcare sectors to consider, such as manufacturers, hospitals, labs and pharma. Taking the time to fully understand your target industry and its specific requirements is the key to any successful marketing campaign. But how can you deliver this understanding?
Create quality content as part of a customer-centric campaign
The best way to deliver successful healthcare marketing is to focus on what really matters; the patient. Think about the best way to ensure patients are getting value, and providing them with high quality content instead of pushy sales messages. This approach will help you to build trust and help you to develop lasting, loyal relationships and advocates.
Outline deployment methods
If you’re just entering the market, or perhaps have just created a new buyer persona to add to your existing strategy, you need to implement some quality landing pages with straightforward forms to help you capture some lead information, and use a centralized marketing database to keep track of your contacts.
If you already have an existing database, an email campaign may be the best method. Your messages should lead to relevant landing pages such as eBooks downloads, whitepapers, check lists and information sheets. Do not spam your audience, or they will unsubscribe.
Consider marketing automation to calculate ROI
You may have multiple marketing personas to keep track of. Inbound marketing software like HubSpot is the smart way to handle all your contacts and make sure you don’t fall behind or end up spamming. HubSpot will also help you by providing metrics to effectively calculate your ROI, such as unique clicks, active leads and conversion rates. This information can help guide you on what works and what doesn’t.
The key to successful healthcare marketing is lead nurturing, and a customer-centric approach while delivering high quality content. Carefully plan your messages and use inbound marketing to deliver those messages and keep track of your campaign.
Have you tried lead nurturing to boost your healthcare marketing campaign?