By its very nature, marketing to healthcare professionals (HCPs) has its own inherent challenges, from finding and connecting with the right physicians to optimizing your digital engagement strategy for the highest return on investment (ROI).
How an organization addresses these will largely determine how successful they are in the long run.
Here are some of the biggest challenges healthcare marketers face, and the best ways to overcome these.
Reaching the Right Physicians
Identifying and contacting the right HCPs has always been a challenge. Physicians can often be difficult to connect with due to their busy schedules, and as a result, tend to be very selective of the content they engage.
Familiarizing yourself with products and services, and conducting market research to pinpoint your ideal customers is essential. Segment your audience to deliver the most relevant information to each type of HCP.
Segmenting your audience based on factors such as physician specialty, prescribing volume, preferred contact method, service location, and more can help you deliver content that caters to their specific needs, maximizes the chances for further engagement, and ultimately, increases the chance of customer conversion.
Once you’ve produced quality content valuable to your target audience, consider where and how they are most likely to search for and engage with it. What platforms do they utilize most often? How do they use it, personally or professionally? Where are they most likely to interact with or share content? Connecting with the right physicians requires understanding consumer behavior and predicting exactly where your audience goes to learn about brands.
Developing and implementing targeted campaigns with specific and valuable information through multiple channels—including direct mail, email, and social media—will help you reach the physicians you’re targeting where they are, with exactly what they need.
Gaining Trust & Brand Loyalty
Once you’ve managed to identify your ideal customers and grab their attention, gaining their trust and converting them to customers ultimately depends on your content.
HCPs are savvy consumers, and having your messaging stand above the competition means producing valuable content that makes them think of you as a resource and keeps them coming back for more. Every piece of content you generate should answer relevant questions, address their concerns, and provide useful information or offerings, while also reflecting their stage of the buyer’s journey.
When it comes to earning trust, especially when dealing with the healthcare market, transparency is a must. No matter the medium, supply accurate and in-depth information regarding your products and services. Being upfront about your prices and data will go a long way toward gaining their confidence, as will including facts and statistics speaking to the efficacy of the products or treatments.
Overcoming Email Fatigue
Much of the pharmaceutical marketing industry has migrated away from face-to-face interactions, and modern marketing techniques have become increasingly digital – for good reasons! This, however, has put physicians and other HCPs at the receiving end of an ongoing stream of emails marketing healthcare products, making it easy for your brand to be forgotten or ignored.
Leveraging email and direct mail marketing in conjunction with each other can help reinforce your brand. Physical print messaging in unique and thoughtful ways while providing relevant and useful information can leave a lasting impression on your prospective customers, and lead to significant increases in your ROI.
Keeping Your Audience Informed & Engaged
When it comes to keeping your audience engaged, it’s important to provide ample opportunities for meaningful interaction with your brand. Knowing how to do that, though, isn’t always clear.
Keeping your audience engaged means meeting them where they are and understanding how best to reach them. Whether through social media or direct mail campaigns, an omni-channel approach is an effective way to hold their attention. Utilize these platforms to attract prospective customers to your website, where they can learn about your brand and engage more with your content and offerings.
Your website is a perfect medium for motivating your audience to interact with your content— just be sure to maximize this. Include an appropriate call to action (CTA) to direct users to the signup process and guide them through their stage of the buyer’s journey.
Post or publish positive testimonials to highlight customer satisfaction, and include a place on your site for customers to leave comments or rate their experiences.
The more chances for your audience to engage with your brand, the more likely it is they will become customers down the line.