Connecting with your healthcare audiences in a meaningful, productive way is one of the major goals and challenges of HCP marketing. Leveraging your preferred engagement platforms is a crucial step in encouraging brand awareness and loyalty, and ultimately, driving customer engagement and conversions.
What Are HCP Engagement Platforms?
These refer to digital spaces where people can learn about and interact with a brand’s content, products, or services. This can include social media pages, cloud-based software, and mobile applications, but the most important and influential platform for connecting with healthcare professionals is your brand’s website.
The healthcare marketing industry faces infamously long lead times and high acquisition costs for prospects, and the best way to address these challenges is by ensuring your audience is meaningfully interacting with your brand’s online content.
A top priority must be to capture and direct the attention of your HCP audience to your site utilizing relevant and valuable personalized content, along with targeted campaigns to drive traffic and motivate interaction with your content and product offers as much as possible.
How to Make the Most of Your Engagement Platforms
No matter what engagement platforms you use, maximizing their effectiveness is essential to your overall marketing success.
Optimizing your website, its pages, and content for accessibility and ease of use is a major consideration for ensuring you aren’t alienating parts of your audience and your prospects can interact with everything you create effortlessly.
Researching your market and regularly producing useful and relevant content and resources that appeal to your audience is also key to driving greater engagement with your brand. Be sure to include plenty of conversion opportunities and calls to action so your site can effectively lead users through the stages of the buyer’s journey.
Engagement platforms also enable easy tracking of key performance indicators (KPIs), such as website visits, click-throughs, qualified leads, and conversion rates—so you can accurately monitor, test, and adjust your content, site layout, or other elements of your platform, for better results.
Utilizing Targeted Marketing Campaigns
For B2B healthcare marketers, making the most of your digital investment is paramount to the success of your overall strategy. As much of the healthcare industry continues to shift away from in-person events and communications in favor of virtual interactions, developing an engaging and effective digital marketing strategy is more essential now than ever before.
Once you’ve made your website as effective as possible, you’ll need to guide your audience there, and that’s where your marketing channels come into play. While your site serves as a passive online resource, your marketing campaigns are designed to leverage communication channels to meet your audience where they are, in a convenient and effective way.
There are different levels of engagement, and creating a successful marketing campaign that leads to closed sales requires you to consider the difference between passive and active engagement, the latter of which will help you find prospects and make sales. This is engagement from people who don’t simply “Like” a LinkedIn post in passing, but rather, take the time to read what you write, open your emails, and converse with you about your products and services.
Just as there is no one-size-fits-all approach to HCP marketing, there’s no single strategy or platform that will increase digital engagement with HCPs. It’s important to take a multi-pronged, holistic approach to your overall strategy to increase the chances of engagement at every opportunity.
The most useful channels for connecting with healthcare audiences include:
Personalized email is one of the best engagement tools in your HCP marketing arsenal, serving as the preferred method to communicate a specific product, service, or offer among healthcare providers.
Email is a reliable communication channel that boasts robust personalization, tracking and testing capabilities—enabling you to monitor metrics such as open rates, click rates, bounce rates, and unsubscribes to determine whether or not your messaging is resonating with your target list.
Customizing certain elements of your emails to be more relevant to your audience will help your messaging leave a better and more memorable impression than using a cookie-cutter approach.
Here are some effective ways to increase the impact of your email campaigns:
- Use A/B testing to figure out what subject lines, calls to action, and send times work best.
- Storytelling is powerful: Use testimonials and personal examples of how your products/services work best for clients—and how they can work for prospects.
- Put calls to action above the fold and at the bottom.
- Segment your lists to guarantee you’re sending the right content to the right recipients.
This highly personalized and incredibly customizable channel can help direct interest and engagement on your web platforms. Direct mail campaigns deliver a tactile experience which, if properly executed, will leave your healthcare audience with a more lasting, positive impact, drive brand interactions and site traffic, and bring you one step closer to converting customers.
How well you understand, implement, and deploy these campaigns will ultimately determine whether your engagement platforms are successfully attracting the right customers in productive ways.
Utilizing creative, interactive, direct mail campaigns can redirect traffic to your digital platforms—leading recipients to engage with your brand more online.
Your direct mail campaigns should operate in conjunction with your digital marketing efforts to reinforce the effect of your messaging and encourage further engagement.
Blogs & Content Marketing
Reaching and engaging with healthcare professionals means producing content with value. Utilize the information you’ve collected about your audience to create blog content and campaign messaging that appeals to their individual needs and interests.
This encourages return visits and consideration of your organization as a valuable resource—which will in turn, help convert them into customers.
The content you produce should be highly personalized, well researched, and impactful.
HCPs are an incredibly busy demographic. Therefore, it’s absolutely essential the front-facing aspects of your marketing strategy pass the blink test—the three to five seconds it takes a potential prospect to judge whether or not your content has value.
Some blogs are meant to inform and educate prospects who are early in the buyer’s journey and trying to determine what their problem is, while others are intended to steer decision-stage prospects to certain aspects of your services. Write blogs for every buyer persona and every stage of the buyer’s journey, and you’ll develop a highly engaging resource.
Developing well-crafted content for all stages of the buyer’s journey (from initial research to comparing possible options and making a purchase) is one of the best ways to maximize engagement.
Deploying your blogs, emails, and direct mail campaigns at the right times using relevant and valuable content can leave a lasting impression on your audience and greatly increase the chances of meaningful engagement.
Marketing Tactics for Increasing Digital Engagement
From reaching a wider range of healthcare professionals with specific targeted content to reducing the overall costs of marketing and lead generation, there are many benefits to focusing on increasing digital engagement among your HCP audience.
Here are some of the most effective marketing tactics to help maximize the impact of your marketing efforts and increase engagement and conversions among your healthcare audience:
Targeting & Segmenting Your Audience
Whether you’re compiling your own contacts or purchasing a list from a third-party provider, it’s essential you not only target the right healthcare professionals, but segment your audience based on the criteria you care about most, to produce more relevant content, and more accurate messaging and deployment.
Segmenting your audience involves filtering your contacts based on important considerations and market information you’ve collected, including factors such as physician specialties, prescribing volumes, preferred contact methods, location, and more.
This will help you better deliver the right message to the right audience at the right time.
Focusing on Search Engine Optimization
When developing your content marketing strategy, focusing on your search engine optimization (SEO) rankings is an important factor in garnering traffic from search results and ensuring your website and content are the first things your audiences find when they search a specific topic.
You want everything you produce to stand out from your competition, and if you don't consider how your content will rank on search engines, it will just be adding to the noise.
Factors to consider for maximizing your SEO ranking include:
- On-Page Keyword & Intent Targeting
- Website Layout & Performance Results
- Mobile Platform Accessibility
Tracking your SEO results is paramount to getting your content in front of the right people amid the ocean of competing search results, and ensuring a positive return on your investment.
Monitoring, Testing & Improving Your Approach
No matter how well your individual campaigns appear to be performing, tracking their progress and testing different elements of your approach is an instrumental step in ensuring your long-term marketing success.
You’ll need to regularly monitor your campaign deployments to track your key performance indicators (KPIs) and analyze your results to identify potential areas of improvement. This is where campaign testing comes into play.
Modify different aspects of your campaigns and test how they perform among the members of your audience.
Which messaging works best for each audience segment? Are there preferences regarding how you address certain medical specialties? Do HCPs respond better to specific page layouts or graphic elements? What is the most effective positioning for your calls to action?
Testing these elements and more can help you learn about what your audience is looking for and what they respond to.
Work With the Right HCP Marketing Partner!
Choosing the right marketing partner to work with can make all the difference in how successful your marketing efforts are in the long term. To achieve the best results in your healthcare marketing efforts, enlist an experienced and knowledgeable marketing partner such as PDQ Communications.
PDQ Communications boasts extensive and well-segmented contact lists comprising millions of qualified healthcare professionals from across the industry. We specialize in providing unparalleled marketing services and deployment strategies.
We’ll craft the perfect messaging for your campaigns, and connect you with the ideal HCP audience for your purposes, to ensure your content always reaches the right people, at the right time.