Ask any physician or clinician and they’ll tell you that they’re always looking for a better EHR solution. This is true even for those who already have a system in place. According to Software Advice, 2015 was the first year that the number of clinicians looking to replace their current EHRs exceeded the number of clinicians making a first-time purchase.
For EHR marketers, this presents a great opportunity to scoop up a growing field of hungry prospects. Although as you know, the EHR market is flooded with competition, so consumers have no shortage of options.
How do you grab and hold the attention of these EHR sales leads? There’s no magical cure-all, but we do have 3 suggestions that have their own type of magic.
Know Your Buyers Inside and Out
You’ve dissected the competition’s strengths and weaknesses. Your EHR software is now more functional and affordable than ever. It’s quality alone should have every clinician’s mouthwatering, but things are never that simple.
In a crowded market, it’s easy to get lost in the shuffle. You want to stand out, but bombarding prospective clients with company-focused materials will only bury you deeper. Prospects want to talk about their problems and interests. In order to get on the same page, you’ll need a detailed understanding of who your buyers are.
Building Buyer Personas and plotting the corresponding Buyer Journeys are top priorities. After you’ve collected this information, you’ll have a clear idea of what questions your clients will ask and when they’ll ask them. This will also help you structure a targeted content strategy.
Continue to Educate and Nurture Your Clients
EHR is changing fast…all the time. It’s hard enough for those in the know to keep up with the shifting requirements of meaningful use. Busy physicians 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 alleviated if it’s treated consistently. Keep them up-to-date on the latest and most helpful information. This could be through a newsletter, a personalized email, or a blog post.
Even in cases where you’ve successfully converted a lead 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 of the Long-term
You’re a savvy marketing professional, so you already know the importance of long-term strategy. Still, we can never understate the value of patience.
Being customer-centered requires a consultative approach that is focused on active listening and less on selling. In fact, when first reaching out to prospects, it’s best to avoid trying to sell anything. This concept may seem a little alien, but it pays off (literally) in the long-run.
When a potential client feels that they’ve been heard, they’ll be more willing to listen to what you have to say about your EHR. After all, you’ve shown them that you sincerely care about solving their problems.
Slow (but not too slow) and steady wins the race.
Attracting and nurturing new leads hinges on your ability to be an effective educator. Many physicians and clinicians are already dissatisfied with their existing EHRs. It’s crucial to convey that your solution won’t put them through the same old aches and frustrations.
With a thorough understanding of your buyers, 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!