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Business Marketing Strategy for B2B Digital Health Companies

Looking to learn valuable techniques to help you build a better business marketing strategy? Being in the digital health space you understand that no implementation, whether it be for a hospital or patient, would ever be put into effect without a clear plan.

The number of available marketing tactics these days are enough to make your head spin (apps, platforms, automations, services, the list goes on…).

Whether you’re marketing a health hardware or software, what’s most important is building a business marketing strategy that your customers l-o-v-e. The best way to do that is creating content for your customers that helps educate, inform, and raise their interest in your digital health solutions. As you may know, this new method is known as “Content Marketing” and “Inbound Marketing”.

Taking the Inbound Marketing approach helps you attract website visitors organically, convert them to qualified leads, and turn them into happy customers for years to come.


 
The following are the 4 crucial stages of developing a business marketing strategy & Inbound Strategy to create customer-centered content.


 

business marketing strategy

Self-Assessment

It’s important to honestly assess where you are in order to set a new target for your business marketing strategy efforts.

  • Collect your current metrics
  • Jot down how many leads come from your website
  • Find what percentage of them are qualified
  • Determine what the value of a lead is
  • Collect materials and ideas that can used for premium content

Phase outcome: Unite the team by creating insights on where you are now, what marketing assets you have, and your organizational growth goals.


 
 

business marketing strategy

Buyer Persona Development

In this phase you outline and define a complete picture of who your buyers are. This phase requires you work with your colleagues to agree on who your personas are, and ideally get feedback from existing or potential customers.

  • Determine who your 3 ideal or most typical customers are
  • Jot down the common solutions to their needs
  • Collect relevant information about them
  • Outline your buyer persona buying behaviors

Phase outcome: Discover your target Buyer Personas. Track each persona as they conduct their research online.

 
 

business marketing strategy

Buyer Journey Mapping

In this phase, offers such as eBooks and email subject lines are outlined to convert, qualify, and nurture your leads across your buyer persona journeys.

  • Outline what your buyer personas are looking for during Awareness Stage
  • Brainstorm content ideas for buyer personas at Awareness Stage
  • Outline what your buyer personas are looking for during Consideration Stage
  • Brainstorm content ideas for buyer personas at Consideration Stage
  • Outline what your buyer personas are looking for during Decision Stage
  • Brainstorm content ideas for buyer personas at Decision Stage
  • Outline what your buyer personas are looking for during Customer Stage
  • Brainstorm content ideas for buyer personas at Customer Stage

Phase outcome: Outline offers and email subject lines that convert, qualify, and nurture your leads across the buyer persona’s journey.

 
 

business marketing strategy

Inbound Campaign Setup

In this phase, all the content ideas brainstormed come together in an inbound strategy.

  • Conduct in-depth keyword research to identify best keywords for seo
  • Jot down the common solutions to their needs
  • Outline titles of offers like ebooks, blog posts, email titles, social media
  • Develop a content calendar with related social media promotional content
  • Determine what platforms and tools you will need to implement an inbound campaign

Phase outcome: Develop a detailed content plan to attract personas by answering common questions via your blog and premium content offers.

 
 

The Bottom Line

Never lose sight of what matters: creating content and messaging that your audience will love.

When you build a marketing plan for your health or medical technology company, take the time to develop a comprehensive Content and Inbound Marketing Strategy. Remember, truly effective strategies are hard to develop on your own. Don’t be afraid of getting external help to get a fresh perspective and help you get it right. Then you’ll be on your way to continually converting total strangers into loyal customers!

 
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 company, don’t be shy, reserve a time to speak with us here. We’re happy to help!

Let's talk about developing your content strategy
Let's talk about developing your content strategy
We’d love to understand your challenges and help you explore new opportunities.
What to expect:
  • A 30-minute phone conversation
  • An evaluation of your website
  • Suggestions for improvements
What NOT to expect:
  • An aggressive salesperson
  • A canned sales pitch
  • An uninvited follow-up phone call
Get valuable feedback and learn more about how we may be able to help!