Health Technology is a very unique industry and creating demand for your product or services is no easy task these days. All these potential customers have very different needs and require personalized approaches from marketers. A study from Pew Research found 80% of American web users look online for health information, and 86% of physicians use Internet to access health information. Why do only 58% of healthcare marketers utilize blogs versus 74% of marketers? (According to a survey of the Content Marketing Institute).
Here’s a few useful tips to help you generate new leads thanks to the Inbound Marketing methodology.
Master Blogging and SEO
The figures we mentioned above speak for themselves. More and more patients and health professionals go on the internet to search for useful informations on new medical trends, medical devices, healthcare facilities and other topics related to health. Your blog is therefore another door to your website along with your home page – as long as you regularly put up useful content for your audience.
Just remember these few appropriate precautions :
- Search engines like well-crafted content, and creating content that answers your readers main concerns about health should boost your SEO as well.
- Take into account the need of patients of professionals to share tips and insights on the topics you handle. They will appreciate you allowing them to comment on an article and share their views on a specific topic.
- Don’t mix up your sales pitch with your blog articles. Your blog is here to educate your reader and ultimately help him improve his quality of life. Let him decide if your service or your product will help achieve this second goal.
Create demand gen through social media.
Social media helps you build a community of social media followers who believe in your technology and will spread the word about it. Where will this happen? On your blog and your social media accounts: LinkedIn, Twitter, Facebook and even Instagram and Pinterest once you’ve mastered the art of content creation. Frequently publish relevant, shareable content about HealthTech or your specific field of expertise (medical devices, insurance, mobile health…) even if it is just sharing a link of another blog’s post with a personalized comment. This is a few minutes definitely worth spending.
Make moderate use of Content to create Demand
Remember, you’re selling a product or a service that is supposed to improve your customer’s life. The whole point of Inbound Marketing is letting customers come to you once they have found content that you released and that was useful to them.
Ask yourself these questions before hitting “post”: Will at least 50 percent of your target audience members be interested in this? Will they believe it? Does it add value to our audience’s life in an easily understandable way? Does it help build positive bias towards our brand in some manner? Does it help our followers feel good about themselves because of their identification with us?
Publish white papers and free eBooks to generate demand
When it comes to creating content for your customers, you can consider yourself lucky you’re working in such a complex industry. Customers need clear literature to keep up with the state of HealthTech industry and will be interested in downloading any insightful eBook or white paper on the subject- especially if it’s free.
Be sure that potential customers fill out a user-friendly form along with downloading your materials so that you gather useful information on your target audience. Then you can engage in email marketing with these potential customers who willingly gave you their contact information and consider you as a trustworthy source.
According to the McKinsey & Company consulting firm they found that “Email is almost 40 times better at acquiring new customers than Facebook and Twitter.”Ultimately, this needs to be a very important part of your marketing and sales process.
Utilizing Inbound Marketing methods such as content creation, email nurturing, and social media promoting of content helps you create the demand for your health technology product or service.