Over the past five years, B2B healthcare marketing trends have included a significant shift away from outbound sales strategies dominated by sales reps. Today’s healthcare executives and clinical professionals are catching up with larger B2B buyer trends wherein the customer initiates the connection, oftentimes via a search engine, social media post, or email link. B2B customers across industries—with healthcare professionals as no exception—are accustomed to being able to access information when and where they need it.
It’s up to the B2B healthcare marketing team to meet their target customers where they are and draw them in using a strong brand identity, data-driven marketing, search engine optimization (SEO), content marketing and social media, and other proven B2B tools.
How Can B2B Healthcare Marketing Help Your Business?
As healthcare marketers make the shift away from a sales-rep-dominated model to omnichannel marketing, there’s no need to reinvent the wheel. Proven B2B marketing strategies and tactics are just as effective for the healthcare industry, using an omnichannel approach that reaches your targets where they are. An experienced B2B healthcare marketing agency like Revel can help maximize your marketing ROI.
A strategically planned and executed B2B marketing plan helps healthcare organizations identify key decision-makers, craft messages that resonate with them, and reach them through appropriate channels. What’s more, according to McKinsey, “for medtech companies, a properly planned omnichannel model holds the promise of improving not only HCP engagement but also overall quality of care, patient outcomes, revenues, productivity, employee satisfaction, and talent attraction and retention.”
How to Implement Today’s Most Effective B2B Healthcare Marketing Trends and Strategies
B2B healthcare marketers have a wide variety of tools available to them. Revel’s approach to B2B marketing strategy consulting is unique because we carefully study the market and use our industry knowledge to create customized, innovative B2B marketing strategies that reach your audience in all the right ways. We start with a foundation of market research and a strategic marketing communication plan. From there, we work with B2B healthcare marketers to develop marketing strategies that stand out, leave a lasting impression, and drive sales.
Here’s a run-down of some of the ways you can strengthen your omnichannel B2B marketing program.
Build a Strong Brand Identity
B2B marketing in the healthcare industry is more competitive than ever, making a strong brand identity crucial to an effective B2B healthcare marketing program. A strong brand identity should:
- quickly communicate what your organization is all about
- let customers know what to expect when interacting with your company
- communicate your company’s values and mission
- be memorable
- differentiate you from your competitors
It’s a tall order to be sure. That’s why a solid brand identity doesn’t begin and end with a logo. At Revel, we lay the groundwork by building a voice guide that encompasses your brand story, brand promise, unique value proposition, tagline, and audience personas. We make sure your business’s unique strengths are well-communicated with a genuine voice. From there we rely on the voice guide as a touchstone for all your written and verbal communications. We put just as much care and creativity into developing brand standards that dictate the visual elements of your brand, including colors, logo, photography, and more.
Use Data for Targeted Marketing
Traditional marketing uses broad market studies, assumptions, and best guesses to understand prospective customers. Data-driven marketing, by contrast, provides B2B healthcare marketers with a deep understanding of their customers’ behaviors and needs, what messaging resonates with them, and where to find them. Once a marketing program is executed, marketing analytics allow B2B healthcare marketing professionals to determine what efforts are working and what modifications need to be made to best optimize your marketing ROI.
Employ SEO to Increase Organic Leads
Organic leads can sound too good to be true, as if they show up on your doorstep without any cost or effort on your part. While it’s true that organic leads don’t require paid advertising, you will need to put some effort into generating them.
The use of organic SEO (search engine optimization) helps your website achieve higher rankings in search engine results without paying for them. A high search engine ranking can be priceless, as it achieves any number of B2B healthcare marketing goals: among other things, a high search engine ranking ensures that your customers find you, creates brand awareness, establishes your brand as an industry leader, grows your website’s traffic, and boosts B2B healthcare lead generation.
Use Video Marketing
Establishing customer trust is important to any B2B marketer, but perhaps even more so for B2B healthcare marketers. Video marketing establishes credibility by transparently communicating with your audience in an engaging, personalized way.
At Revel, experience has proven that video marketing is effective because it lets you say a lot in a short time, is easily shared over multiple platforms, and most importantly, gets results. Find out how Revel’s video marketing services can take your B2B healthcare marketing to the next level.
Optimize Your B2B Content Marketing
Strategic content creation boosts brand awareness and positions your organization as an industry leader and expert. What’s more, B2B content marketing achieves an excellent return on investment (ROI), as each piece of content serves as a valuable asset that contributes to B2B healthcare lead generation—and drives conversions—over time. That new white paper can be repurposed into one or more blog posts, boiled down to create multiple social media posts, featured in your next e-newsletter, and offered as a download on your website.
Grow Your Social Media Presence
Social media provides the perfect platform for B2B marketers to share research findings and customer testimonials, repost relevant industry news, build trust and connections, and position their organization as an industry thought leader.
Armed with your strategic marketing communication plan, you can create a program that’s strategic, relevant, and measurable to grow your social media presence, which in turn increases sales leads, converts leads to customers, and increases brand awareness.
Get Help from the B2B Healthcare Pros at Revel
If you’re looking to establish a clear marketing strategy and execute tactics that get results, consider working with an established B2B healthcare marketing agency like Revel. We help medtech, medical device manufacturing, pharmaceutical, and other B2B healthcare organizations thrive by building strong brands and using targeted solutions. From developing a strategy to measuring results, our marketing programs deliver big ideas that break through the clutter, make a lasting impression, and move the needle. Contact us today to create a strong marketing strategy tailored for B2B marketing in the healthcare industry.
