Nowadays, we all spend a lot of time on the internet consuming content. Even busy doctors are no exception. At times, clinicians do online research to find answers to common questions around problems they are having managing their practice and government compliance. That’s an opportunity to take full advantage of content to answer those questions and provide insight on government compliance while leading them to your website and solution.
Content to educate customers about Practice Management software doesn’t have to be dry and boring. Actually, you won’t capture anyone’s attention if isn’t engaging.
How exactly do we define engaging? As it turns out, there’s some serious strategy at work behind the scenes. But we won’t leave you hanging.
Let’s kick your content marketing strategy into high gear!
Specificity, Specificity, Specificity
Practice Management buyers come in all different shapes and sizes. There are hospitals, physicians in solo practices, and even specialists. If you feed them all the same content, someone isn’t going to be happy.
Everyone needs content that speaks directly to them. In fact, The American College of Physicians found that the least satisfied group in their study were the specialists. Why? Because they felt that their existing Practice Management EHR or EMR wasn’t tailored to their niche. Don’t repeat the same mistake with your content.
Take the intel you gathered on your Buyer Personas and develop content that highlights a unique selling point. You’ll probably feel the urge to start pushing your technology, but don’t give into temptation; stay clear of the hard sell.
Focus on Solutions, not Products
Speaking of ways to avoid the hard sell, you’ll never go wrong as long as you stay focused on answering your consumers’ questions. From research, you know what they’re going to ask, sometimes even before they do. Empathize with their pain and point them in the right direction.
Be careful. Pointing them in the right direction isn’t taking a glowing neon arrow and directing it squarely at your company (that comes later). The solution to their current problem may just be a few hints on how to cut down on data entry errors. You can’t sell someone on a complete remodeling when all they want is the kitchen sink. But if you build enough trust, you can get them to reconsider.
Basic solutions are still solutions. You shouldn’t feel like you have to solve all of your client’s problems in one fell swoop.
Remind Them That You’re There to Help
Reading isn’t typically viewed as a conversational activity. After all, readers usually don’t have the opportunity to communicate directly with the writer.
Content on the other hand, is a completely different story. There are virtually no barriers. Readers and writers can openly communicate through social media, emails, and even the comment section of a blog.
Active reader engagement won’t come if you don’t give them a few gentle (but obvious) nudges. This is where a brilliant call-to-action really shines. Whether you want visitors to download a Premium Content Offer, or sign up for a newsletter, you have to create a message that excites them.
What entices a prospect will be dependent on their specific Buyer Persona. Once you have them hooked, continue to nurture the relationship with the consultative approach that attracted them in the first place. Also, don’t be afraid to slip in additional call-to-actions after a they’ve accepted an offer. If they like your eBook, there’s a good chance they’ll appreciate another one, or even a free consultation (yeah!).
The Bottom Line
A specific, laser-focused content strategy resonates with physicians and clinicians. It speaks their language, offers the beginnings of a solution, and reels them in for more. Haphazard, generalized material won’t do the trick.
Developing content strategy to attract Practice Management software leads on your own can be an imposing task if you’re new to the game. Collaborating alongside a content provider might be an option worth looking into.
To learn about what’s needed to develop an effective Content and Inbound Strategy, grab our free eBook here!
If you have any questions about how to get started with an Inbound Strategy for your Practice Management software company (With or without EHR/EMR component), don’t be shy, reserve a time to speak with us here. We’re happy to help!