Between managing a digital marketing strategy, writing and sharing content and finding ways to generate new leads for your sales team, the role of a healthcare marketer is complex.
Although the future of healthcare is uncertain, healthcare marketers are optimistic. According to the 2017 MM&M/Guidemark Health Healthcare Marketers Trend Report, 72 percent of marketers say their budgets increased this year.
Despite this renewed confidence, healthcare marketers can still make mistakes that hinder their company’s growth.
Here are 5 common mistakes healthcare marketers make and how to fix them.
1. You don’t have buy-in.
According to the American Marketing Association, the number one challenge facing healthcare marketers is buy-in from the c-suite, doctors and other teams.
Content marketing is still a new idea for doctors, hospitals, and healthcare systems but if everyone isn’t on board, it can be nearly impossible to implement a digital marketing strategy and create content on a consistent basis.
To get buy-in and get your teams excited about content marketing, you must show them ROI. Explain what content marketing is, why it’s more effective than outbound and other traditional marketing tactics, and offer case studies about how your competitors have implemented a content marketing strategy that generates revenue.
2. You don’t have a documented content marketing strategy.
Marketers that have a documented content marketing strategy are more likely to see results from their efforts than those who have a verbal strategy or none at all, according to the Content Marketing Institute’s 2018 report, B2B Content Marketing Benchmarks, Budgets, and Trends-North America. The report found only 37 percent of B2B marketers have a documented content marketing strategy.
With lean teams and a lack of time, documenting a content marketing strategy can be a challenge but it will ensure your goals are clear, all of the content you create is consistent with your brand and your team will be accountable. A documented content marketing strategy can help you measure your results and identify the tactics that yield the highest ROI.
3. You forget about your consumers.
When I take calls with prospects and ask if they have buyer personas, 9 times out of 10 they tell me:
- “Sort of, I’ll tell you now.”
- “No, but we know who our customers are.”
- “Personas, what personas?”
You might know who your customers are but without buyer personas that include quotes from real customers, the content you create will fail to speak to your audience and address their pain points. When creating buyer personas, include demographics, identifiers, goals, challenges and pain points, how you help solve their problems as well as their common objections to what you offer.
4. You forget about CTA’s.
When you post a new piece of content, whether it’s a blog post or a landing page, make it easy for your leads and tell them what to do next with clear, call-to-action. If you’re creating content about loyalty in healthcare, for example, your CTA could be a white paper, checklist or tip sheet.
5. You try to do it all yourself
You might have a small marketing team and a limited budget, but hiring a partner to handle content creation or graphic design, for example, is an investment that will save you time and allow you to focus on the bigger picture.