When marketing to key decision makers in the healthcare industry – or any industry – an effective marketing strategy starts with knowing your target customers, their typical behaviors, and their desired outcomes.
3 out of 5 healthcare decision makers base purchasing decisions on improving clinical outcomes
Instead of messaging your product features, focus on the benefits. How can your medical device, software, or hardware product improve patient outcomes? How can your service boost the bottom line? This is what healthcare executives and decision makers care about. Frame your product or service in terms of their desired outcome.
43% of healthcare purchases are made within 6 months of starting the buying process; 76% are made within 12 months
Know your target’s sales cycle. Understand that they are busy, and have to cut through lots of red tape to get approval. Likewise, don’t disappear if they don’t buy from you after downloading your first white paper. Stay present and keep them interested. Consider a lead nurturing campaign to stay on their radar. Nurturing a warm lead can take months or even over a year in the healthcare vertical, so remain persistent (not pushy) and deliver relevant, useful content that can help advance the buyer through the sales funnel.
With over 14 years in business serving healthcare IT, software, and medical device companies, our tech and healthcare marketing agency has successfully crafted targeting messaging, marketing communications, and lead generation campaigns that speak to many healthcare executives and decision makers. You can trust our experienced healthcare technology marketing experts with your messaging and lead gen. Call us today at 877-887-7611.
