How to Engage New Health Tech Customers Online

BINEESH MATHEW | February 4, 2021

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It is not an easy task to engage decision-makers in hospitals, insurance providers, health systems, and private practices. These high-powered directors, managers, and executives are busier than ever. This makes the process of health tech marketing difficult. Apart from overwhelming job responsibilities, these healthcare professionals are also inundated with ads, emails, and phone calls. So rather than sending them messages randomly, it is important to help your prospects when they are free from their daily disruptions and have time.

Inbound marketing, a new form of marketing, lays out various effective healthcare marketing techniques, tricks, or tactics. These health tech marketing techniques or methodologies are helpful in the three stages of your health tech client journey:

Awareness Stage: This is the stage where they do not know they have a problem, but you make them aware of the fact that they have a problem.

Consideration Stage: In this stage, they are aware that they have a problem and consider finding a solution from you or your competitor.

Decision Stage: This is the final stage, where prospects make a decision.

Here are some effective health tech marketing techniques to engage new health tech marketing prospects online all through these stages.

Offer Entertaining and Informative Blog Content

Content is king. Roper Public Affairs, in their research report, say that around 80% of B2B decision-makers prefer to gather information from articles and blogs over ads. According to the research done by HubSpot, companies that publish blogs frequently get 4.5x more leads. Engage your health tech prospects with regular content that can address their interests and the problems they face.

However, it is a mistake to focus only on your health tech company’s benefits, features, or sales pitches in your blogs. This may make your prospects think you are just after their money. One of the best health tech marketing techniques to engage your prospects online is to provide answers to the challenges they face.

You can even ask and encourage your clients to contribute success stories or guest posts. These posts will have more value and the chances of them being shared are high. It is also better to create a strategy to make sure the health tech marketing content you make is valuable and relevant to your potential clients.

 

Encourage Social Media Feedback and Blog Comments

Providing great and prospect oriented health tech marketing content is just the beginning. You can solicit reactions from your audience. Asking questions at the end of blogs and social media health tech messages is a great way to collect reactions from the audience.  It is good to thank them for responding when they leave a comment. Also, give them a comprehensive answer.

This will help build your credibility and make the clients come back. Sometimes, you may get spam comments, which are not connected to your post. Weed them out to make all comments relevant to the post. This health tech marketing technique will make your potential clients stay engaged in what you post online.

 

Host Google Hangouts or Webinars

People love being visually engaged. So, webinars or Google Hangouts are powerful tools that allow real-time interaction with your customers. This helps you to establish a personal connection with your potential clients through video or audio. Various visual aspects, including slides, graphics, and live videos, make it easier for you to share your content with customers.

Being an interactive health tech marketing technique, at the end of webinar sessions or Google hangout, you can have a Q and A session to clarify any questions from the clients. Compared to merely writing blog posts and articles, this, as a two-way dialogue, and will help you a lot in building a strong relationship with your clients.

 

Create a Group or Community

One of the best health tech marketing techniques to engage new customers is to interact in online forums and communities. Your buyers can get added to your members-only group automatically and then these members can socialize with each other and discuss healthcare technology.

These forums can be used to share content that is not available to the public. To the members, you can also offer various discounts and special pricing. Your customers, being part of such a group, will feel special and increase the possibility of a repeat purchase.

 

Co-Create with Existing Customers

If you are planning to write an e-book, improve your website, or launch a new product, involve your existing customers by getting suggestions from them. For fostering loyalty, depending on the situation, it is very effective to make your customers involved in major decision-making processes. They will feel proud that they participated, at the end of the process.

This health tech marketing technique may even allow you to hold a contest to select an idea from your customers for your next design and offer rewards for the one which is selected. Rewards can be a special mention on your website, a discount, or a freebie.

 

Celebrate Together!

Another great health-tech marketing technique to build stronger relationships with your customers is to celebrate milestones with them. Any achievement, small or big, can be a milestone. Even, achieving an award for attaining a certain number of followers can be a milestone. Sharing such moments of success with your customers and social media followers may make them feel like they are part of your business and success.

It is also a good idea to give them a discount offer. Also, recognizing the success of your clients and featuring them will establish a good relationship with customers.

 

Monitor Social Media

The best place to engage your clients in conversations about your products and industry is social media. Selecting a topic that is trending in your industry may be a hot cake for you to have the conversation on your social media platforms. Tracking trending topics related to your industry will always give you an insight for your next blog post and social media posts.

By sharing, liking, and providing answers you can also take part in conversations. This will make you an authority and customers will feel good about your credibility. As a health tech marketing technique, monitoring social media will make you gain the trust of the customers and build your brand gradually but successfully.

 

Build a List of Leads and Nurture them

Email marketing, as a health tech marketing technique, is a very effective strategy to nurture B2B customer relationships. According to HubSpot, for business communication, 86% of people prefer emails. You will be in the minds of potential customers through your value-packed and attractive emails. They will remember you when they identify a requirement.

Through your emails, you can update and educate your potential customers about relevant topics and trends related to the health tech industry. A newsletter in a week will be fair enough to keep them engaged and updated about your brand and industry.

 

Summing up

The key to generating more qualified leads and increasing your brand recognition is engaging new prospects tough new and innovative health tech marketing techniques. This will make your sales team’s job easier; they can convert these leads into customers. The above-listed health tech marketing techniques to engage with your prospects can be effectively used with your well-crafted Inbound marketing strategy.

Doing all of these alone can be very challenging. We, at Media7, partner with healthcare technology companies and healthcare tech marketers to offer support, strategy, and extending help to implement these activities. Through the collaboration, we help health tech companies to attract more visitors to their websites, generate leads, convert, and make them your happy customers. For more details of our services, visit our website: https://media7.com/

 

Frequently Asked Questions

 

What is a health tech marketing strategy?

Health tech marketing strategy is a part of an inbound marketing process for marketing healthcare tech products. It uses resources that can trace various opportunities through lead generation and branding, and overcome threats of healthcare businesses, which is highly competitive.

 

What is the best health tech marketing technique?

The best health tech marketing technique is to generate leads through various content forms. Health tech Content marketing helps create awareness about the product and attract clients to it. Different forms of content can include blogs, articles, press releases, newsletters, and much more.

               

Where to start when creating your healthcare marketing strategy           

The best way to start when creating your healthcare marketing strategy is to set your goals. This is because the success of your healthcare marketing strategy depends upon the goal you set for yourself when you start the business and the marketing for it.

Spotlight

UK HealthCare

UK HealthCare is the hospitals and clinics of the University of Kentucky. It is the physicians, nurses, pharmacists and other health care professionals – all dedicated to providing the most advanced, most effective care available. UK HealthCare is committed to the pillars of academic health care – research, education and clinical care – and dedicated to the health of the people of Kentucky.

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Spotlight

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UK HealthCare is the hospitals and clinics of the University of Kentucky. It is the physicians, nurses, pharmacists and other health care professionals – all dedicated to providing the most advanced, most effective care available. UK HealthCare is committed to the pillars of academic health care – research, education and clinical care – and dedicated to the health of the people of Kentucky.

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