Marketing
campaigns in the healthcare industry have taken a personalized and a precise
form in today’s cut throat competition. Understanding, what sets a successful
campaign apart from any other campaign is necessary.
You
may be marketing to the doctors, nurses, dentists or anyone at various decision
making levels in the healthcare industry, building well-defined buyer or client
personas should always be a part of your marketing plan.
However,
there are 5 methods that any healthcare marketer must follow to achieve success
in their campaigns.
They
are as follows,
Group your target audience
Segmenting
your target organization’s decision makers into different groups helps you
identify them better. A hospital for instance can have groups consisting of
surgeons, CEO s CFO s, chief nurses and
anesthetists. And, a dentist’s office may have a group consisting of lead
dentist and dental hygienist. This helps you a great deal in targeting your
niche audience.
Tweaking your audience’s psyche
Try
to gain insights on the missions, visions, motivations, pain-points and other
psychological factors of the people on your campaign list. This can be compiled
using multiple sources like interviews, face-face interactions and surveys.
Doing so would help you understand how and why certain decisions are made by
those key industry influencers . It also enables you to build profiles and
demographic data.
Using Persona Specific Lingo
Once
you understand the pain-points, goals and values of the various groups, all you
are left with is- personal messaging. Align that qualitative information about
the audience with your product’s benefits in your messaging. Use lingo that
they use in your messages. In other words, using the language or tone that they
speak would help you personalize to the highest level.
Use the right channel to interact
Different
groups may respond well to different modes of communication. Managers and
accountants may prefer email for communication, whereas, doctors or surgeons
may respond easily to direct mail. Understanding facts like these goes a long
way in making your campaigns a success.
Before
setting up a phone call or an appointment with the groups, you need to use
proper calls-to-action. They must lead them to pages consisting of product
demos, client testimonials and other critical information that fuel decision
making process.
Sweep the bad data away
Ensure
that your data is free from all sorts of loopholes or gaps. Nothing is worse
than carrying forward your campaigns with bad lists. Try appending your data
with the right fields, covering all the missing information.
Finding
out what you miss in your lists can serve you with the best client files,
helping you reach niche profile personas.
How
has your marketing experience with the healthcare industry been?
Post
your comment through the form below.
Comments
Post a Comment