We’ve helped countless marketing pros outline and implement healthcare software marketing plans. Feel free to reserve a free strategy session now to help you evaluate your assets and get valuable insights and suggestions to help guide you in the right direction. Whether you’re an established Healthcare Technology company or a startup stepping into the industry, you need a proper healthcare software marketing plan to attract website visitors and convert them into leads. This involves identifying the target audience and then implementing the best strategy to reach them. Today’s marketing professionals need a wide range of skills, such as strategy development, content writing, email marketing, social media marketing, and search engine optimization.
The following are some great ideas for building a healthcare software marketing plan, so you can attract website visitors, convert them into qualified leads, and close them into customers:
1. Create Buyer Personas
Prior to marketing your product or service, you need to know exactly who you are targeting, what their needs are, and what kind of message will resonate with them. Therefore, your healthcare software marketing plan should start with defining your Buyer Personas (fictional characters that represent your ideal customers). You might sell your product or service to ‘Health Services Manager Mary’, ‘Private Practice Owner Otis’, or ‘Physician Philip’. They all have different responsibilities, goals, and challenges. By defining each Buyer Persona, you can create content that appeals to them.
2. Map Out Buyer Journeys
Understand how your Buyer Personas think and what would motivate them to make a purchase decision after creating your Buyer Personas. Interview customers that fit your Buyer Persona profiles, and ask them what challenges, goals, responsibilities, and questions they had leading up to buying your solution. According to HubSpot, the Buyer’s Journey has three stages: Awareness, Consideration and Decision. By understanding your Buyer Persona’s stages, you can create content that addresses their needs.
3. Set Your Marketing Goals
Identify what you want to achieve with your healthcare software marketing plan and when you want to see a return on investment (ROI). Ensure your goals are specific, measurable, attainable, relevant, and timely. You may have used the following key performance indicators (KPIs):
Sources of traffic (email, social media, blogging, SEO, PPC)
Website visitors who are unique
The number of inbound leads
Visitor-to-lead conversion rate
Lead-to-customer conversion rate
A number of tools make your work much simpler, such as ROI measurement tools. In particular, Hubspot offers cross-platform analytics that are as good as anyone’s.
4. Recruit a Marketing Team
A wide range of skills are required for inbound marketing, including copywriting, blogging, web design, web analytics, email marketing, search engine optimization, social media management, and conversion rate optimization. It would be advisable to outsource some tasks to Inbound experts if you do not have all these skills in-house. Hiring freelancers managed by marketing personnel can cost a company up to $150K a year, while hiring in-house employees can cost over $350K a year. Using a specialized Inbound Partner, like Responsify, will save you over 50% more than DIY methods and ensure you get the strategy and resources you need to make Inbound Marketing a success.
5. Establish Your Content Strategy
Visitors to your website are at different stages of the Buyer’s Journey, so you need to craft different content for each stage. Here are the stages:
Awareness Stage – At this stage of the journey, your Buyer Personas are looking for information to help identify the problems they are having. It is not your goal here to promote your healthtech company to them, but to provide lots of information that can help them diagnose their problem. Content formats include infographics, blogs, and presentations. At the awareness stage, presentations and educational videos are appropriate.
At the Consideration stage, your ideal buyers have finished identifying their problems and are now searching for solutions.
Your content can help in this situation by empathizing and offering solutions to their problems. When you provide free premium content like eBooks or data reports, you will be able to build trust with your audience and even gain their contact information. Remember not to give away all the solutions on your blog posts and infographics! Despite the fact that you should be the ultimate solution to their problems, you won’t mention it just yet.
People in the Decision stage have finished identifying their problems and are looking for solutions on their own.
This group of Buyer Personas are ready to read about different products or services that will help them overcome their challenges
completely. At this stage, you can use content to both educate your readers and recommend your healthcare technology company’s solutions to them. Demo videos, complementary assessments, blog posts, catalogs, brochures, case studies and spec sheets are all excellent forms of promoting your brand to your ideal buyers.
6. Build Your Audience
Leads often fail to make a purchasing decision due to lack of information. One of the best ways of keeping your leads informed is through a series of automated Lead Nurturing Emails. According to a study by Email Monday, more than 70% of companies achieve their highest ROI from Email Marketing. There are many ways of growing your email list. First, display an opt-in form prominently on your website’s homepage or as a popup. Offer a giveaway such as an eBook where people are required to submit their name and email address before downloading. Social media contents and webinars are also great options for building email list that you could explore.
7. Optimize Your Blog Content
Your blog is a crucial element of the overall healthcare software marketing plan. Optimizing your blog content is a great way of building trust with your audience, boosting your search engine ranking and driving more traffic to your site. Write long-form content (typically more than 750 words, even better if 2000+ words) for a better search engine ranking. Don’t forget other kinds of interactive content such as Podcasts, Videos, Infographics, Surveys and Polls. Use as many visuals as possible to grab the attention of your audience. Since many people will access your blog using their mobile devices, make sure your website’s layout is fully responsive.
8. Improve Your Social Media Strategy
A collection of research presented by Business 2 Community has shown that many people find information about businesses through social media. Having an effective social media strategy allows you to engage followers with your content, thus enhancing chances of converting them to leads or buyers. Be sure to have specific objectives for each social media post. This could be generating more shares and likes. Share great content that addresses the problems of your audience. This could be photos, curated content, social videos and even your blog articles. Don’t forget to share, like and comment on your followers’ posts.
The Bottom Line
All of the tips above for creating a healthcare software marketing plan are an outline of the Attraction and Conversion stages of a novel marketing methodology called Inbound Marketing. Inbound stresses the importance of creating educational content for your website visitors that will convert them to qualified leads. Your Healthcare Technology company can utilize Inbound to attract new visitors to your website, convert them into leads, and nurture these leads into loyal customers.
It can be very challenging to do all of this alone. We here at Responsify partner with health technology marketers to offer strategy, support, and help implementing these activities. By collaborating we help marketers strategically attract new website visitors, convert them to qualified leads and happy customers.
Wondering how you can use these trends for your business? Reach us now. Our team of experts will guide you through the end-to-end process.
Author Name: Anna Kuser