Power Up Your Healthcare Lead Generation Strategies: Part II
Crafting Excellence: Content Strategy, CRM Utilization & Marketing Mix
In Part 1: Unveiling the Foundation: Understanding Your Audience & Brand Storytelling of the series, we explored the importance of grasping your audience's needs and establishing a strong brand narrative. Now, in Part 2, we’ll build upon those foundations and examine additional strategies to optimize your lead generation efforts. From crafting compelling content to leveraging CRM systems and selecting the right marketing channels, we’ll equip you with the tools and insights you need to drive impactful outcomes.
Investing in High-Quality Content
In today's information-driven age, content reigns supreme. And while “quantity” isn’t an issue when it comes to content, “quality” can be. What you say and how you say it is critical to whether your audience will choose to engage with it. You have to find a way to be different in effectively disruptive ways that work for your target audience. A well-defined content strategy, coupled with a commitment to quality and consistency, can elevate your brand above the noise.
From case studies to videos, blogs to white papers, each piece of content serves as an opportunity to educate, engage, and inspire action. Interactive content, such as surveys and quizzes, not only captivates audiences but also provides valuable insights for personalized engagement.
It's crucial to understand the pain points of HCPs, who often have limited time with each patient—on average, just 17 minutes per patient.¹ By addressing these pain points and offering solutions, you can position your services as critical solutions, streamlining the sometimes-time-consuming process.
By offering free resources and educational materials, you can address the pain points of your audience while establishing yourself as a thought leader in the industry.
Harnessing the Power of CRM
Personalization is crucial in healthcare marketing, and a robust Customer Relationship Management (CRM) system allows you to customize your messaging and content according to the unique preferences of your audience. For instance, instead of making assumptions, we conducted a survey to inquire about what our customers wanted to know and in which formats they preferred to receive information. Utilizing the insights gathered from this survey, we tailored our content and adjusted the design strategy of our emails accordingly. By capturing and analyzing data on customer behavior and engagement, you can deliver targeted and relevant communications that resonate with your audience at every stage of the buyer's journey. From lead capture to conversion, CRM empowers you to nurture relationships and drive impactful outcomes.
Embracing the Right Marketing Mix
In a crowded marketplace, strategic channel selection is essential. By understanding where your target audience conducts research and seeks information, you can tailor your marketing efforts for maximum impact. Just because a channel or tactic exists doesn’t mean you should use it. Be where your customers need and want you to be. Think about the channel and its role from awareness, consideration, and conversion.
Don’t forget about the value of social media (more on that in Part 3). HCPs are people too and while LinkedIn is an amazing community for targeting by job title and role, it can be cost prohibitive in a saturated market. Marketing to physicians requires a nuanced approach, considering their unique preferences and information consumption habits. For example, a client informed us that younger HCPs are more engaged in Instagram, whereas more established HCPs primarily get their news from X (formerly known as Twitter). HCPs in education and new tech hospitals may prefer to read studies online, whereas general practitioners (GPs) may be more inclined to listen to podcasts during their commute. Understanding these preferences allows for a more tailored and effective marketing approach.
Stay tuned for Part 3…
We’ll explore the power of social media, the significance of reviews and testimonials, and strategies for analyzing your lead generation efforts for maximum impact.
Reference:
1. How many patients does a doctor have a day? https://www.elationhealth.com/resources/blogs/how-many-patients-does-a-doctor-have-a-day. July 25, 2022.
