TOPICS
Marketing
Tips For Acquiring New B2B Clients in the Healthcare Industry
May 06, 2022
5 min read
There are so many modern digital marketing strategies that can help online marketers in the B2B aesthetics sector focus on finding and acquiring quality customers, generating better leads, and a higher return on marketing spend. Guided by our knowledge and experience, we analysed some of our proven tactics and presented the benefits.
There are so many modern digital marketing strategies that can help online marketers in the B2B aesthetics sector focus on finding and acquiring quality customers, generating better leads, and a higher return on marketing spend. Guided by our knowledge and experience, we analysed some of our proven tactics and presented the benefits.
- Challenges injectable aesthetics sellers are facing
- Account-based marketing (ABM)
- Search engine optimisation (SEO) strategy
- Content creation
- Social media
- Customer relation management (CRM)
Would it be nice to attract new buyers to your e-commerce site? Here are some tactics that can help your online business raise brand awareness, reach new leads and convince buyers to source medical devices from you rather than from anyone else.
Challenges online injectables sellers are facing
During our decades of presence on the market, many online businesses we have met, especially those that supply healthcare professionals and private clinics are notable because they already had a stable number of returning customers.
On the other hand, these clients are not as confident when it comes to converting leads into new customers. How do they do that? Figuratively speaking, this is the million-dollar question (or even a few million)!
In this article, we would like to share a couple of digital marketing tactics that website owners should be aware of when creating their acquisition strategies.
Online sellers’ challenges
Let’s start with the most common problems we recognised:
- Earning trust from a healthcare professional or clinic owner is equally hard and important.
- These people probably won’t even consider a new supplier without a recommendation.
- They don’t have time or patience for your promotion.
- They are price-sensitive, and they don’t react very well when you cut discounts they are accustomed to.
Online sellers’ opportunities
Yes, the Healthcare industry is a challenging playground, but it is not all that bad. There are nearly 1000 medical aesthetic clinics in the UK alone, and there is an emerging trend of filler treatments for the male population. Everything indicates that the aesthetic market is growing larger.
There are plenty of new potential buyers of medical devices from your e-commerce site. You just need to convince them you are their best option.
The goal is to create the right marketing mix, and here are some tactics that we found useful.
Account-based marketing (ABM)
You probably already know specific healthcare providers, medical institutions, or doctors that could be your ideal customers, or you can easily find that out. So why waste time and money on advertising to a wide range of the general public?
With ABM, you do the opposite:
- Detect and set high-value accounts.
- Create hyper-targeted content and campaigns.
- Deliver a personalised experience to those most likely to become your customers.
Why?
Because this strategy uses highly personalised campaigns that are intricately designed to engage with your target healthcare institution or professional, meaning you are not at risk of wasting their time or your own.
Benefits:
- Narrow audience
- High ROI
- Direct approach
- Sales team involved
SEO and SEM strategies
Let’s not forget one thing you likely have already invested most of your efforts into – your e-commerce website. You want as many healthcare professionals as possible to visit it, and a strategy based on search engine results is one of the ways they could find it.
SEO (Search engine optimisation) and SEM (Search engine marketing) strategies are used to make the best of the enquiries your target audience is typing into their searches.
For example, if they search the phrase “fillers wholesale website Germany” you want your website to be at the top of the result list (Search Engine Results Page, or SERP). The better visibility your website has in search results, the more likely you will attract the attention of prospective customers to your site.
Why?
You don’t want your website to be invisible. The results of one user behaviour study showed that 91% of Google searchers don’t make it to the bottom of the first page of the search results. Clearly, you need to be at the top of the SERP.
Benefits:
- Long term visibility of your website
- Addressing directly those who are looking for relevant keywords
- Learning what people are searching for
Content creation
One of the tactics to improve search engine rankings is creating unique and engaging content. To get the best out of it, you should align your content marketing with your SEO strategy.
Let’s say you found out using your SEO tools that most of your potential customers are searching the phrase “new injectable treatments”. This is a chance to give the answer. Write a comprehensive article with relevant examples and keywords learned from your SEO tactics, and you will get closer to them by converting their search behaviour into site traffic.
The study conducted by HubSpot shows that 70% of marketers rely on content to gain quality leads, and in the case of healthcare B2B marketing, it could be crucial.
Content creation includes both written and visual elements, and it gives information to your audience, meaning it has to be consistent and relevant. Natural, unique, fresh, and creative content is more successful – it is rapidly indexed and ranks higher.
Why?
It is the way to reach those healthcare professionals looking for your service or related topics, this is an important opportunity to give them value, raise brand awareness and build your business reputation online.
Benefits:
- Content is in line with your SEO strategy
- Gives value to the reader by helping them quickly locate relevant topics through search
- Opportunity to build brand reputation
- Opportunity to educate your customers
Social media
The primary social media platform for B2B marketers is LinkedIn. Both individual healthcare professionals and owners of private clinics (or office managers depending on a clinic’s internal structure) consider it trustworthy and maintain profiles, unlike on Facebook and Instagram.
LinkedIn is an always growing, open network of professionals you can connect or advertise to until you convert them into valuable leads.
Statistics say that after their ads were viewed on the LinkedIn platform, brands were perceived to be: 50% higher quality, 92% more professional, 74% more intelligent, and 59% more respectable.
That said, we advise you not to waste your resources on social media platforms other than LinkedIn, unless it is part of some specific content strategy.
Why?
There are 8.6 million health care professionals on LinkedIn available for you to start a conversation.
Benefits:
- Ongoing communication
- Creating community
- Advanced targeting options
Customer relation management (CRM)
Customer Relation Management (CRM) is a valuable marketing segment used to manage customer data and build strong business relationships.
Unlike account management, which focuses on segments, CRM collects data from every customer or lead. In short, it is a centralised hub for customer details. It lets you track personal data such as names, phone numbers, but also their purchasing behaviour.
CRM is important for e-commerce websites selling medical devices because it provides data analysis of customer interactions, behaviour, and sales cycles. Thanks to that, your team has the powerful data and can easily deliver personalised information directly to your leads and customers.
Why?
It helps you learn more about your TA, builds trust, and provides a personalised experience to each contact.
Benefits:
- Data analysis
- Centralises customer information
- Customer journey
- Personalised communication
- Customer retention
Conclusion
We know that balancing sales, procurement, distribution, regulations, and everything healthcare website owners must control is time-consuming. Therefore, here is another piece of advice: you don’t need to do it all by yourself. Consider delegating your digital marketing endeavours to a trusted agency that can reach your business goals for the same time or even faster. Want to learn more about our marketing solutions? Feel free to contact us.
References:
https://backlinko.com/google-user-behavior
https://www.omnicoreagency.com/linkedin-statistics/