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Breaking Through the Noise with High-Value in Today’s High-Volume Healthcare B2B Marketing Landscape

Healthcare marketers are faced with the challenge of making their brand stand out amongst competing companies and messages that are working towards similar goals and targeting similar audiences. To break through the noise in extremely saturated landscapes, like B2B healthcare marketing, and make an impact in the space, marketing efforts must do more than simply get your organization’s message across. Marketers have to tell a bigger story that’s both relevant and timely to your audience and satisfies your organization’s broader goals.

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Timeliness is one of the most important aspects of marketing, especially in the rapidly changing Healthcare B2B Marketing space. As proven time and time again over recent years, the industry remains in a constant state of flux, so it is crucial to constantly take the pulse of your market to stay ahead of current and forthcoming challenges, wants and needs of your target audience, and more specifically your niche in the healthcare market.

Successful, impactful B2B marketing should be timely, relevant, well-planned, and educational. By continually sharing information that is relevant and top-of-mind for practices and clinics, one can underscore a company’s value. To do that as a health technology vendor, the process centers around knowing your industry, knowing your customers, identifying what they want and need to know now, and proactively planning how your organization can fulfil those needs through marketing efforts.

Know your industry, your customers, and where your company stands with Healthcare B2B Marketing

Monitoring market trends, innovations, regulatory changes, and competitors is imperative when thinking about marketing strategies that add educational or actionable value.

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Marketing leaders must pinpoint the priorities, values, concerns, and needs of customers to be able to tell a story that will resonate – which in turn, positions your company to gain trust and loyalty as an expert resource in your space. This is especially important for healthcare organizations, which are inundated with sales and marketing inquiries that are constantly promoting a product or service. Being an industry leader requires a unique value proposition – one that markets your company and offerings but also provides some sort of value not directly tied to serving your own company’s benefit.

In my current organization, we support around half of the urgent care providers in the U.S. A large part in earning our position as the industry’s trusted business partner has been finding balance in our messaging to the market between what we can do for practices and what expert insight only we can provide to support clinics in new ways and the industry as a whole. As the on-demand healthcare landscape continues to evolve, it is especially important to adjust accordingly and stay consistent with our core values and marketing practices.

A successful, impactful marketing strategy depends on a deep understanding of your own company and value proposition to the market, but also, an even deeper understanding of what practices want and need to make better business decisions.

Sharing a story that resonates and reaches practices at the right time encourages much deeper connections and loyal relationships between businesses and cuts through the noisy marketing arena by prioritizing end-user value over all else.

Ask yourself, what does my target audience need to know today, tomorrow, or five months from now?

What kind of value can I provide to fulfill those needs that no one else can?

This is how you break through the noise.

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Use what you have

While it may seem daunting when beginning to think about this kind of educational, strategic, industry-informed marketing approach, there is a simple place to start – looking inward. Companies must determine what is possible and realistic for their next marketing campaign.

Start by taking stock of what your company already has access to, including tools, internal experts, external stakeholders, industry information, and customer data. Strategically leveraging internal assets will help to maximize marketing processes and capabilities by starting from a place of knowing what’s realistic, what you have already, what can be done with what you have, and what else you might need.

And while marketing teams are the driving forces behind telling stories to the market, it’s important to look beyond the marketing team alone when beginning the brainstorming and planning process. This can help spark new ideas and bring in more support and deeper perspectives.

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We have an internal content council made up of employees from across the full organization – from sales to customer success, product development, and leadership. Collaborating with teams across the company is priceless in maximizing internal resources and getting as much input and support as possible. Working with the same people every day can lead to a tunnel vision approach, so strategically involving people with different roles and industry experiences within the organization is extremely beneficial in telling the most impactful story possible.

Tapping into one’s customer base is another way to glean valuable insights to inform marketing decisions. There are many ways to engage with customers and gain insights, such as surveys and focus groups, depending on what you’re looking for.

Additionally, customer-generated data can enable your marketing team to build data-driven, statistic-heavy storylines that fuel compelling campaigns around industry benchmarks, market trends, and high-value information.

All of these efforts, methods, and initiatives will help marketing teams know what is possible, what target audiences want or need to hear, and how your company can provide it for them. Collaboration, industry expertise, and preparedness are key in bringing the stories worth telling to the forefront.

Establish key touch points and outside the box thinking

Once your team has chosen the stories you’ll be telling, you must strategically consider the best delivery methods for those messages. Even the cleverest marketing campaigns can fall short if the delivery or audience touch points aren’t right. Consider how your target audience might best receive the messages you are giving them – from whitepapers to webinars, email marketing, physical mailers, industry reports, infographics and more. Every means to marketing has a best use case, so it’s important to match the message to the format.

Of course, not every marketing effort needs to be directly related to sales, nor should it be. Finding the unique one-to-one touch with a customer can be done in a variety of ways that may not mention the actual product or service but deliver information of even greater value, like industry benchmarks, regulatory changes to be on watch for, and trend forecasting. Marketers should think outside the box to break through the saturated B2B marketing space and standout, and one way to do that is through the power of human connection.

For example, we recently sent out physical mailers to our urgent care clients for a campaign during a time they needed this kind of support most. These power-up packs were a simple act of encouragement and support to show providers that we were behind them and to help people get through the day. They were filled with snacks, water bottles, games and other items unrelated to our company, but instead offered as an expression of human compassion and support. Small gestures like this can create a strong and genuine connection between a consumer and a brand and are an important piece of the puzzle in delivering more value.

Impactful marketing is challenging in the healthcare B2B space. The key to breaking through the noise and positioning yourselves as not just a vendor but valuable resource and trusted partner center around timely, insightful, and actionable marketing initiatives.

[To share your insights with us, please write to sghosh@martechseries.com]

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