Whether it helps with diagnostics, patient appointment scheduling, or managing a medical database, you know your medical software can help many healthcare organizations run more smoothly. Now you just need an effective way to make sure they know it. Inbound marketing can help.
While inbound can be associated with consumers flocking to blogs and social media pages of their favorite businesses, it can be just as effective for building and sustaining B2B relationships. Medical software providers can likewise use it to attract healthcare businesses to their sites and social pages, getting their voices heard and solutions found in the crowded field of healthcare software. Check out eight ways to use inbound marketing to help your business thrive.
Even though you’re technically selling your medical software to other businesses, you’re pitching your product to people. The more you know about those people, the more effective your marketing can be.
Get to know them by creating personas, which represent segments of your target audience. Provide demographics, job titles, pain points and other information related to each persona so you can adjust your marketing to address each persona’s specific needs.
2. Targeting and Personalization
As you learn more and more about your personas, you can further target your messages to consistently hit the mark. Web content personalization adapts the content a person views to his or her demographics, industry, and other key information.
Automation tools can help make personalization fast, easy and affordable, even for smaller medical software companies. A website that features dynamic content based on the viewer’s information and needs is one likely to enjoy greater levels of engagement and attention.
3. Relevant Content
Content marketing can be highly successful for B2Bs, as long as the content is relevant and valuable to your personas. It also helps if your content is part of a larger content strategy.
While nearly 90 percent of B2B marketers said content marketing was a major component in their digital marketing strategy, only 37 percent could say they had a documented strategy behind it. Lack of strategy is a major reason some content marketing fails.
4. Linkedin Marketing
Many social media channels have been successful for lead generation with B2C marketing, and LinkedIn is doing the same for the B2B arena. Credited with generating 80 percent of business leads that come from social media, LinkedIn provides an ideal space to educate and reach out to business that may benefit from your medical software.
A number of platform features are specifically geared toward inbound marketing. InMail Analytics, for example, comes with features that help increase responses and enhance your team’s performance. LinkedIn remains a cost-effective way to interact with other businesses, share pertinent information, and keep your company relevant by posting insightful and engaging content.
Marketing automation continues to advance, serving as a valuable tool for nurturing B2B prospects along their purchasing journey. Its ability to automate repetitive marketing tasks saves time, while its ability to nurture prospects with targeted, personalized content retains their interest.
Marketing automation can help you deliver useful, relevant content to prospects at the precise time they need it most, a surefire strategy for keeping your medical software company on their radar.
6. Email Marketing
Email marketing not only serves as one of the most effective inbound tactics, but it’s also the preferred method of communication for many healthcare providers. More than 60 percent of physicians and other healthcare professionals communicate using email, with 75 percent of them using smartphones and other mobile devices to check their emails. Their consistent use of email makes it an ideal channel of communication for B2B marketers.
7. Hosting Events
Giving prospects a hands-on experience with your medial software can help convince them it’s something they can’t live without, and hosing a special event is the ideal place to do it. Hosting events not only allows you to showcase your software in action, but it can also help promote brand awareness, build relationships, gain trust and generate new leads.
8. Referral Programs
Word-of-mouth advertising has always been a strong marketing strategy, and developing a referral program lets you tap into its power. Physicians and other healthcare providers are typically familiar with each other, and each may be associated with several different organizations.
Ask your past and current clients if they know of any colleagues or organizations in the market for medical software, and if they could pass along your company name as an option.
With an array of options for promoting your medical software, inbound marketing is clearly a versatile choice for software providers. It’s also a brilliant one that can help you generate new leads, nurture existing ones, and continue to build interest in and awareness of your brand.