If you’re a B2B healthcare marketer targeting healthcare professionals (HCPs), you likely already know that the industry suffers from long lead times and a higher acquisition cost for prospects, underscoring the importance of developing an engaging and effective marketing strategy.
Here’s how to increase your HCP marketing campaign’s digital engagement.
What is digital engagement?
Digital engagement is broadly defined as online interactions potential customers have with a particular organization, whether by opening emails, sharing content, or engaging with it in other ways.
To increase your engagement, you'll need to make content that is...
- Highly personal
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.
You can take meaningful action to increase active engagement with the right prospects.
How to boost engagement
HCPs are extremely busy, and the work they do often has life-or-death consequences. Therefore, it’s absolutely essential that your marketing strategy passes the blink test (the three to five seconds it takes a potential prospect to judge whether or not your content has value).
There’s no one strategy that will increase digital engagement with HCPs. Rather, take a multi-pronged, holistic approach to increase the chances of engagement at all turns in the marketing process.
Blog your heart out.
Although blogging has one of the highest returns on investment, many healthcare marketers are not publishing such content. That means there’s less competition for one of the most important sources of digital engagement.
That said, don’t blog just to blog—make sure you’re producing high-quality and helpful content. You want to consider what problems your prospects are facing and provide solutions. By creating a resource for prospects, you’ll build trust and, in turn, increase the chances of those prospects coming to you when they’re ready to buy.
In fact, 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.
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.
Utilize email—and personalize as much as possible.
Email is a key B2B strategy, and personalized email is one of the best engagement tools in your arsenal. Not only is personalization expected, with 70 percent of B2B purchasers anticipating at least some form of personalized communication, it’s also extremely effective.
We’ve written before about how to increase email engagement when you’re targeting HCPs, using Calls to Action to improve email conversion rates, and using dynamic content to personalize your emails beyond the usual, “Hi, Dr. Jones!” Here are some of the high-level takeaways:
- 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
Want to learn even more about crafting the strongest emails for your marketing campaigns? Download our free Email Guidelines and Best Practice Suggestions Ebook.
Be active on social media.
Social media is a boon for B2B marketing, no matter the industry. When it comes to HCP marketing, however, it’s absolutely necessary: According to EMR Thoughts, two-thirds of doctors use social media for professional purposes.
As with email, you should use A/B testing to optimize post times and copy messaging. Further, and perhaps most importantly when it comes to social media, in order to increase engagement with your own content, you must engage with others! Respond to LinkedIn posts; engage with prospects and customers on Twitter; post relevant content from other creators and tag them, letting them know you’re engaging with them.
Focus on account-based marketing and current customers.
Account-based marketing is a strategy that identifies a narrow list of desired, typically high-value prospects and tailors a campaign specifically to each one. This personalization strategy not only has a higher ROI, but it naturally fits into other HCP-friendly engagement strategies.
Use email and direct mail campaigns to target specific prospects by designing them solely for those accounts. For example, if you’re targeting a gastroenterologist who runs a private practice, you would send emails about your digestive medicine and technology offers and how they could be used to improve their practice.
A key component of account-based marketing is continuing to communicate with them even after they've converted into customers. Pay attention to them and work hard to delight them. The reason for that is because customers are one of the best marketing tools you have and repeat business has a high ROI and shorter sales cycle. Please your customers, and you’ll create lifelong loyalists who will continue to spend money with you and bring in other customers by virtue of their recommendations.