How to Evolve Your Strategy & Build Relationships with Health Care Practitioners in a Digital World

4 Min Read Written by: emerged

The healthcare industry has always been a leader when it comes to innovation and defining the future. We’ve invented robots and lasers that can perform surgery. Cameras can now be swallowed and transmit video while traveling through a body. 3D printers can now create organs.

Today we stand at the threshold of another major shift in our industry – omnichannel healthcare. We’ve heard this term thrown around a lot recently, but what does this actually mean?

Webster has yet to officially add the word to the dictionary, but we’re guessing it will be added any day now. The best definition we found is from Microsoft’s blog: an omnichannel approach to healthcare allows individuals to take control of their health and communicate with their providers on their own terms via email, text, web, chat, and mobile phone.

And after living through three years of a global pandemic, people have quickly acclimated to a virtual lifestyle. We can now work, attend school, and see our doctors from home.

So with virtual patient/provider interactions on the rise, why not use these tools to communicate with your HCP prospects and buyers as well? And in a world where highly contagious diseases can be spread rapidly, access to hospitals is still limited and face-to-face trade shows/meetings are canceled – what other options do you have?   

A Shifting Industry

So how do we help healthcare practitioners (or hospital administrators and other buyers) adapt to this new way of working, and continue to deliver exceptional care across the digital universe?

Spoiler: it’s not so much helping them adapt as ⅔ of B2B buyers now prefer remote human interactions or digital self-serve, but it’s about changing our processes to account for these hybrid sales interactions.

Research in the healthcare space specifically shows that buyers are already engaging virtually and they expect these virtual interactions to increase in the future. Take these stats on surgeons for example:

  • 2 in 5 surgeons engage monthly with reps virtually (it jumps to 3 in 5 for hospital administrators)
  • 75% visit manufacturer websites at least once per month
  • 70% engage with manufacturer emails monthly

As we traverse this post-pandemic world, only half of medtech’s customers say their interactions are aligned to their preferences. What does this mean? It’s an opportunity for your business in a lagging industry.

Engage with Your Buyers How They Want

Here are five ways to empower remote selling and give HCPS and other buyers access to information when they need it and how they want it. 

Email Communications

You’ve heard us say this before and you know you’ll hear us say this again – email, when sent with intention and used strategically, can be your best friend when it comes to lead generation. With places still adhering to strict visiting regulations and reduced headcounts, email is an effective way to (virtually) open doors and introduce you and your product to new audiences.

Digital Collateral

Well-designed collateral that clearly and concisely shares key points about your business and products is worth the investment. We recommend a having range of digital-friendly one-sheets to have in your arsenal, including case studies, clinical research, reimbursement guidelines, and of course value/pricing/benefits material. These not only help your clients learn more about your products but also provide easy-to-digest information that they can then share with their patients.

Related Reading from Emerged: The Value of Credibility in Marketing

Digital Administrative Tools

Including automated scheduling solutions as part of your outreach strategy not only saves you time but saves your prospect time as well. Allowing your potential new client the flexibility to schedule a call around appointments (without the back and forth) will make it more likely they’ll be willing and able to hop on the phone.

Bonus: Consider creating a landing page that includes the digital collateral with a link to schedule a call. They’ll book when the time is right and it makes it easier for them to say yes, which is a win for everyone involved. This is a great first step to preparing a portal and for future eCommerce opportunities. According to McKinsey, ⅔ of medtech companies expect online to account for more than 20 percent of their revenue by 2025.

Expert Advice

One of the perks of this new virtual world is access to people anywhere at practically any time. Taking it one step further, offering access to an expert on the call will help further the conversation. By utilizing video technology to provide access to experts in your discipline, you’re able to provide potential new clients facetime they wouldn’t get otherwise and get answers to their key questions right away.

Social Media Strategy

Having a presence on social media is a must these days. Not only does it allow you to distinguish yourself as an expert in your industry, but it also builds trust and affinity for your brand. Channels like LinkedIn and Twitter are a great way to continually provide value to your clients by sharing helpful tips, celebrating their accomplishments, introducing them to key stakeholders on your team, and educating everyone on issues plaguing your industry.

Related Reading from Emerged: High-Impact, Low-Cost Omnichannel Marketing Strategies for B2B Healthcare

The healthcare industry will always be leaders when it comes to using change for good.  By implementing these self-service aimed strategies and tools you will stay ahead of the curve, and most importantly, meet your HCP prospects and buyers where they are. And the experts on our team are here to help guide you every step of the way if needed.