Talk to any doctor or clinician about EHR and they’ll tell you that they are always looking for a better solution. This also applies to those who already have system in place. According to Software Advice, 2015 was the first year that the number of physicians looking to replace their current EHRs exceeded the number of physicians making a first-time purchase.
For EHR marketers, this is a great time to focus their attention on influencing growing eager prospects to customers. Although as most of the EHR marketers know, the EHR market is flooded with competition, so an EHR buyer have no shortage of options.
So, how do you attain and retain the attention of an EHR buyer? There’s no perfect formula, but we do have 3 suggestions that is magical.
Understand Your EHR Buyer’s Front and Back
You’ve done thorough research on your competitions and confident your EHR software is now more functional and affordable than ever. Your belief that quality itself should have every physician’s mouthwatering means you believe in your product too much and don’t know what prospects are actually looking for.
EHR is a saturated market, it’s easy to get lost in the shuffle. Bombarding prospects with company-focused materials will make you one of the many. You should focus on hearing specific problems and interests for each and every prospects. In order to get on the same page, you’ll need a well defined understanding of your prospects.
Building Buyer Personas and plotting the corresponding Buyer Journeys are top priorities. After you’ve collected detailed information about your buyer, you’ll have a clear idea of what questions your clients will ask and when they’ll ask them. This will also help you create a personal content strategy.
Keep Educating and Nurturing Your Leads
EHR is constantly changing. It’s hard enough for those in the know to keep up with the shifting requirements of meaningful use. Physicians with their hands full are going to need all the help they can get.
It’s great to provide prospects with useful info that gives them temporary relief, but their pain will only be attenuated if it’s perpetually treated. Keep them up-to-date on the most recent information. This could be through a personalized email, a blog post, or a newsletter.
When you’ve successfully converted a eager prospect to a happy customer, you shouldn’t take their satisfaction for granted. Absence doesn’t really make the heart grow fonder. Keep in touch.
Think beyond Short-term
As a well-versed marketing professional, you already know the importance of long-term strategy. Still, we can never stop emphasizing on the value of patience.
Being customer-centered requires a consultative approach that is focused on active listening and less on selling. When you are first approaching to prospect, it is best to avoid selling anything. This concept may seem counter intuitive, but it pays off (literally) in the long-run.
When a potential customer are heard, they’ll be willing to listen to what you have to say about your EHR. After all, you’ve taken your time to sincerely thought about solving their specific problems.
Slow (but not too slow) and steady wins the race.
Attaining and retaining new leads hinges on your ability to be an effective educator. Many physicians and clinicians are already dissatisfied with their existing EHRs. It’s important to convey that your solution won’t put them through the same jeopardy.
With personalized understanding of each EHR buyer, content creation can work as a bridge that links prospects to your company. If you choose to use a content strategy, remember that putting prospects on the path to a solution is the name of a game. Keep the focus on the client, not your company.
If you have any questions about how to get started with an Inbound Strategy for your EHR company, don’t be shy, reserve a time to speak with us here. We’re happy to help!