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Covering your bases to convert healthcare buyers

by | Apr 21, 2022

In March 2020, health systems around the world scrambled to find, purchase, and implement new tools and technologies to meet the needs of their clinicians, staff, and patients. It seemed like for every pandemic challenge there was a new solution on the market, and healthcare buyers were vetting and purchasing new technology quickly to keep their organizations afloat — a real “180” from healthcare’s traditionally slow buying process plagued with bureaucracy, hesitancy, and competition.

Now as the pandemic begins to subside, that sense of urgency wanes, and they continue to bounce back financially, health systems are tightening their belts, leaning into those purchases, and starting to once again exercise more caution and careful scrutiny when considering any new partners and tools. 

The reality we have returned to is that healthcare buyers are rarely “in the market.” So, as baseball season gets underway, if marketers are going to capture their attention — let alone convert them — your communications and marketing strategy has to really cover all bases. 

As you revisit your marketing strategy for this post-pandemic world, ask yourself these questions about “who,” “what,” and “why” you’re telling your company’s story in order to increase your chances of aligning with the right buyer at the right time. 

First base: Are we selling a product or a solution?

Effective PR, marketing, and content strategies have to speak to the broader need and human impact. Connect the dots on how your offering alleviates a specific challenge buyers are facing, supports their workforce, bolsters their bottom line, and impacts the customers/patients/real people they serve.

Second base: Are we telling a diverse PR story?

It’s important to tell your company’s story to different stakeholders, not just the C-suite buyer persona. If your product impacts nurses, explain how your product or technology will improve their working experience in an outlet or channel they read, like a specialty trade or through a micro-influencer strategy. Momentum can start anywhere in an organization and trickle up to decision-makers.

Third base: Do we have a consistent digital marketing strategy?

Sometimes success with health systems is all about being in the right place at the right time. Bring that diverse storytelling into your digital marketing strategy and use programmatic media to stay in front of your audiences between media opportunities, product announcements, or funding news. They can’t invest in your solution if they don’t know about your solution, and won’t likely even take the time to learn about your solution if you’re not consistently getting in front of them.

Home run: Do we have the results to back it up?

The most effective way to connect with your potential customers? Show them the real value you can provide. No matter the metrics — whether it is on time savings, clinical effectiveness, or financial gain — showing them hard metrics in the form of case studies, white papers, customer bylines, or simple social media infographics is one of the most effective ways to catch their attention in the market and convert them to future customers.

Selling into health systems is not easy, but having a marketing and communications strategy that covers all bases is the best way to ensure your company’s messaging reaches key decision-makers.

Need help building an effective and integrated  PR and marketing strategy for your healthtech, medtech, or digital health company? Contact us today!

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