Many industries and businesses go through a cycle of expansion and contraction. However, the healthcare industry always manages to undergo stable growth.
The lifestyle of people at the current time is such that contraction in the healthcare industry has very less probability.
According to Allied Market Research, the expected global healthcare IT market valuation will be $880,5688 million by 2030. The sector will experience growth at a CAGR of 13.3% between 2021-2030.
The valuation of the global healthcare system has not escaped the keen eyes of entrepreneurs. This is why there are more than 12,000 healthcare tech start-ups and these numbers are increasing.
In short, the competition is high for both B2B and B2C segments. However, today will be focusing on B2B healthcare marketing. Before diving deep into B2B marketing trends and strategies, let us first understand what exactly B2B healthcare marketing is.
What Is B2B Healthcare Marketing?
B2B is the acronym for business-to-business. B2B healthcare marketing refers to marketing the different healthcare products and services to:
- Healthcare professionals
- Practice managers
In B2B healthcare marketing, the healthcare product or service is not marketed directly to the patients.
Let us understand B2B healthcare marketing with the help of an example. When engaging in B2B healthcare marketing, a pharmaceutical company selling medicine for diabetes will market and then sell the medicine to a doctor, a chemist shop or to a hospital.
The healthcare industry is such that if B2B marketing is done correctly, the brand automatically becomes popular amongst the patients too.
Now that we know and understand the importance of B2B healthcare marketing let us see how it can be done.
Read about the B2B healthcare marketing trends here: https://elevationb2b.com/blog/trends-shaping-b2b-healthcare-marketing
How To Engage In Efficient B2B Healthcare Marketing?
The usual B2B marketing won’t meet the requirements of the healthcare sector. The reason is that the healthcare industry is a pretty serious business.
We are dealing with the health of people here!
So, B2B healthcare marketing needs to be done slightly differently than general marketing. Here is how you can engage in efficient B2B healthcare marketing.
1. Content-Rich Website
Irrespective of the fact of what you are marketing, having an online presence is a must. When you leave a healthcare office after marketing your product, the potential customer might do a Google search about your company.
Imagine the horror if the person fails to find your online presence! Therefore, it is important to have a well-optimized website that people can find.
Further, ensure that this website is filled with information like what makes your product or service different from the other competitors and the additional tests the healthcare product or service has undergone to prove its worth. Promote educational content on the website.
2. Use the right channel to connect
Gone are days when someone had to go door to door to market or sell a product or service. Thanks to the advancement of technology and the digital space, you can make your product right from the comfort of your home or office.
There are plenty of channels through which one can engage in marketing. Common channels include Facebook, LinkedIn and Instagram. However, despite many options, it is important to choose the right channel.
For B2B healthcare marketing, go for the LinkedIn platform. It is a highly professional platform and, therefore, can be used for creating easy connections with different healthcare stakeholders.
3. Explainer video
An explainer video is an easy but thorough way of marketing a healthcare product or service. With the explainer video, you easily give your potential customer the required resource to get a basic understanding of the value proposition.
Nothing would interest a healthcare professional more than well-researched work. Keep your content of premium quality in the video. Even in B2B healthcare marketing, content is still the king! Ensure that proper data and research drive your video.
4. Participate in events and exhibitions
For any healthcare marketer, events play a crucial role, especially in getting the right referral. Whenever there is a healthcare event, participate in it and promote your brand fiercely.
Also, participating in such events allows you to interact with a large number of people in a short period. This is quite rare when it comes to the healthcare sector.
Leveraging such opportunities is extremely important to get a competitive advantage too. Whenever possible, participate with the members of different healthcare communities.
5. Position your brand correctly
In this digital era, if you are selling a device, it is important to associate terms like digital and technology with the device or other services you are selling.
The brand positioning will change depending upon the product that you are marketing. However, it is important to show that you bring some latest features or USP with your brand.
To do that, you will have to stay informed and updated with the happenings within the industry.
Now that we know a few ways to engage in B2B healthcare marketing, it’s time for us to keep ourselves updated with the latest trends.
Latest B2B Healthcare Marketing Trend
The B2B healthcare segment is highly competitive. To capitalize on such a situation, it is important to stay aware of the latest trend in the sector. The healthcare sector has witnessed a massive digital transformation in the past few years.
The impact is also visible in the B2B marketing of this segment. It’s time to know the latest trend in B2B healthcare marketing.
1. Data-Driven Marketing
With technological and digital advancements, collecting a wide array of data has become possible. People expect you to have data when you approach them. In the current B2B marketing, the marketer prefers to have quality and accurate data for the businesses.
Also, with the help of this data, many marketers are customizing their marketing campaigns to meet the specific needs of the people to whom they are selling their products and services.
Customizing marketing campaigns with the help of data is extremely helpful. It is because it helps the potential customer to understand how exactly your product or service can help them.
Digital research is extremely prevalent in the current time. Not to forget that even the online space is pretty crowded! Simply having a website or publishing a little content here and there is not enough.
Digital marketers involved in B2B marketing in the healthcare segment work on building the SEO of your website. With the right SEO technique, you can promote your brand as a promising brand in the online space.
Without SEO-optimized content, one will be lost within millions of Google pages. Marketers have started working on SEO to prevent such a risk in the past few years.
3. Automated emails for nurturing the leads
It is kind of impossible to sell a product or service in a single meeting. In such a scenario, it becomes important to nurture the lead.
In 2022, no one manually nurtures the leads. Most of the time, it is done through automated emails. With the help of proper software, you can segment the lead list and send periodic reminders with proper customization.
With automated emails, many marketers keep the lead informed about the latest updates in their business to lure them to go for their offer.
However, while doing so, it is important to ensure you do not bombard the lead with too much information. Closing the deal with a lead after nurturing them properly works like a charm in 2022.
The end objective of B2B healthcare marketing, like any marketing, is to get customers and close the deals. There is no one sure-shot way of doing it.
The entire journey is filled with trial and error methods that only come through experimentation. Different strategies and marketing tactics work for different businesses. Only through experimentation can you find which B2B healthcare marketing works for you.