7 most prominent rules about healthcare marketing
- Becoming transactionally focused
- Maintain your digital status
- Underestimating the Influencers
- Market Segmentation
- Ignoring Customer Distrust
- Not following the money
- Ignoring the digital era
Do you know, intentionally or unintentionally, as a healthcare marketing professional, you are stuck with the old school principles of selling products and services to the customers? Its time you change your marketing strategy to cater to the maximum clients and customers in the best possible manner. Healthcare marketing 2020 is all about leveraging marketing channels both digitally and offline, which is designed to reach the target audience, such as patients, doctors, hospitals, etc. in the most efficient manner. Hence you need to break the old healthcare marketing ideas and rules and devote your time and efforts to healthcare marketing ideas 2020.
Let's discuss the 7 most prominent rules about healthcare marketing, which should be broken in the year 2020 as they have become obsolete and irrelevant for the current healthcare market.
Becoming transactionally focused
If you discuss and care about only the healthcare business, or you are focused on finalizing the sales deal that you forget about the person on the other side of the table, or you are unaware of your clients' problems, needs, etc. then you are completely transactionally focused. You need to understand that you are losing ground if you are transactionally focused and ignoring and not cultivating relationships. In the year 2020, it's not the transaction but relationships that will determine your success.
How can healthcare marketing professionals build a relationship in the year 2020?
- By being respectful to the person, they are meeting via offline or online channels
- By being authentic about all the terms and conditions of the business
- By knowing our own goals and the outcomes of the relationships
- By delivering with consistency
- By executing with urgency and delivering what you promise
- By getting regular feedback from the clients and knowing their needs and issues
- By respecting their time and space
If you focus more on relationship building rather than sealing deals, you can gain more customers, which shall ultimately result in growth and higher profits. Hence the age-old principle of focusing on transactions rather than relationships is long gone, and its high time you break this rule.
Maintain your digital status
For a long time, offline marketing, and meeting the target audience face-to-face was always on a healthcare marketing professional to-do list. But healthcare marketing 2020 is all about maintaining a digital presence. All the old healthcare marketing ideas have now become obsolete, and its time you get involved in digital marketing. Create a promising and well-designed business or e-commerce website and get started.
How can you maintain your digital status?
- Create Appealing Content - it is one of the best digital healthcare marketing tips. If you create compelling content on your website that is informative for your users and clients you will certainly gain more leads and business.
- Email Marketing - email marketing is still the king. You cannot ignore its importance, and interestingly you can get the work outsourced. There are companies dealing with only email marketing strategies and it is among the best strategy generate high ROI. InfoGlobalData, provides you with email lists to reach your target audience through well-designed emails.
- SEO (Search Engine Optimization) - It is one of the most effective digital marketing initiatives in the year 2020. It is a process of improving the ranking of your website in search engines through keywords and phrases related to your business.
- Social Media Marketing - it is the process of generating leads and creating demands through social media platforms such as Facebook, Twitter, and Instagram. It is highly preferable in the year 2020, as there are millions of social media users today.
Underestimating the Influencers
Influencers are the people who have a large fan following through videos and content. A few years back, people or I should say companies were unaware of the term influencer, hence ignored their importance for promoting businesses. But recently, they have become highly popular on online platforms. Hence its high time you break the old rule of ignoring influencers and get involved in influencer marketing.
How can you leverage influencers to sell your products?
- Go niche with regional language content and try and attract more clients through it
- They can be your brand ambassador if they have quite a huge fan following
- Make them spread your brand awareness among their followers
Market segmentation is all about dividing the target market into smaller and well-defined segments or categories. The clients and customers are divided into groups that share similar characteristics, such as age, sex, location, demographics, etc. Healthcare marketing professionals have ignored and not given much importance to segment marketing, but the year 2020 makes it mandatory as one of the best healthcare marketing tips. Segment marketing helps businesses to create stronger marketing messages as they know whom they are talking to. It also helps them attract quality leads and design hyper-targeted ads.
Segmenting the market based on several customers' characteristics can be a tedious task. So you can easily outsource the service. You can hire InfoGlobalData to provide you with emails that are segmented based on customers' characteristics. Hence avail their services to leverage segment marketing.
Ignoring Customer Distrust
When the healthcare marketing strategy was all about face-to-face marketing, it was fine if you ignored your customer's distrust. But in the era of digital marketing, you cannot carry on with the same old rule. You need to now pay special attention to customer complains and issues and break the age-old rule of ignoring them.
Why should you not ignore customer distrust?
- They can quickly switch to your competitors if you avoid responding to their issues within a week
- You can lose your potential customers. Your maximum potential customers are now online, and they are watching your activities and behavior with other customers. Hence you need to be good, attentive, and prompt in giving solutions
- You can easily turn an angry client into a happy one if you listen to him or her and provide reasonable solutions. They can again be your regular customers if they receive a reply from you
Not following the money
An age-old saying says that money is not everything, but its year 2020 and the new saying is "money is not everything, but it is something very important." So if while doing business, you have forgotten to follow the money and ignored managing it, you are in deep trouble, my friend. Money was, is, and should always be the driving factor for you and your business. Without it, no strategy is going to work, or no business can grow. Hence if you have stopped the following money, its time you start keeping track of it and manage it well for your business growth.
Ignoring the digital era
The year 2020 is seeing the rapid scaling of digital initiatives across all the industries, and the healthcare industry is no exception. So if you have ignored the digital aspect of your business, its time you adapt to the same. Today everyone and everything is online hence leverage the digital world and grow your business.
The rules mentioned above regarding healthcare marketing need to be broken, and you, as a professional healthcare marketer, must concentrate more on seeing everything on a larger scale. You must concentrate more on digital healthcare marketing ideas to generate more business.