The high-stakes field of healthcare has seen an immense amount of change over recent years. Advancements in digitizing patient data, the shift to value-based care and the rise of consumerism in healthcare are a few of the major factors ushering the industry into a new realm to doing business.
As providers grapple with the concurrent tasks of establishing business strategy and tech infrastructure while continuing to deliver quality patient care, the supplier market has eagerly stepped up to offer solutions and services designed to help get providers there. The market is teeming and competition is fierce.
So how do providers find the right partners in a sea of new options?
In the rising tide of competing products, services and priorities, onus is on vendors to rise above the noise to appeal to busy healthcare buyers. Much like the patient engagement initiatives unfolding on the front-lines of healthcare, suppliers dedicated to the provider engagement process will garner the rapport needed to establish enduring relationships going forward.
Here are some of the key considerations engagement-savvy suppliers execute on to ensure success with healthcare buyers.
Research & Competitive Intel
All great solutions are rooted in research aimed at understanding buyers’ pain points. Direct, target-market feedback and a firm grasp of what the established market looks like are key elements in that research. Understand unmet needs and what providers do and don’t like about the competition
as well as your own product. Social listening, survey efforts, and Google alerts on both your company and your competitors are great avenues to provider feedback.
When selling a solution, it’s crucial to showcase expertise on the subject matter. Solution features, functionality and benefits are important factors in the selling process, but above all buyers want to be educated. Identify and give voice to the industry experts in your organization. Use that knowledge base to build strong content that fuels social, email and other digital engagement strategies that benefit brand perception, as well as SEO.
Most buyers use online research to build a short list of potential vendors before they ever make a call. Discoverability is the biggest driver in digital marketing. Give close consideration to what you want to be found for online and make every effort to weave keywords that resonate into the URLs, page headers, meta data and content bodies on your site. Keyword stuffing is garish, but informed and targeted communication stands out.
The more personalized the engagement medium, the greater its chances of being noticed and being memorable.
“A persona marketing strategy tailored by industry, title, role, etc. helps streamline messaging for relevance with multiple stakeholders.”
Adaptive web forms can help businesses flesh out sales intelligence incrementally without overwhelming potential buyers. Take stock of topics that resonate most by monitoring email opens and clicks and popular web content.
Coupling a digital marketing strategy with opportunities for personal engagement builds a memorable brand. Social media engagement offers a digital equivalent to the real world networking opportunities trade shows and user groups provide and employee participation is strongly recommended. Participation in online platforms like LinkedIn Groups and Twitter chats are great way to lean into the industry dialogue.
“Provider-frequented Tweetchats like #hcldr offer a great social listening tool.”
Are there other provider engagement techniques that work well for you? Are there opportunities you feel your organization is missing out on? Agency Ten22 would love to hear from you!