2015 is just around the corner, and it’s going to be another year full of healthcare policy changes. And, as in recent years, we’re going to see an increase in seniors needing care, families looking for advice on benefits, and healthcare companies looking to optimize their processes.
Now is the time, before the start of the new year, to take a pause and assess your B2B marketing plan: are you ready to address the needs of your clients? We'll help you discover what areas of digital marketing your clients will respond to best.
B2B healthcare marketing is a niche, and many in the industry know that. Whether your company focuses on healthcare costs or providing support for insurance companies or physicians, you may find it difficult to break into the industry and increase your brand’s visibility.
Many B2B companies focus on trade shows and industry mags as standard marketing policy. That’s a great start. But the industry is changing, and you need to change with it.
Ask yourself these questions as you create a new B2B campaign geared toward digital marketing:
SEO can be a touchy subject — either you love it, you hate it, or you don’t get it. Many B2B companies shy away from SEO-optimized content because they’re concerned about the need to create new content on a consistent basis, and some are concerned they’ll be penalized for keyword stuffing.
But content marketing techniques allow you to deliver authentic, relevant information by choosing wisely where you publish content and what you link back to. A responsive website allows you to present that content in an easy-to-use format.
Simply put, apps simplify life. Having an interactive app (or video or infographic) can help your consumers understand what you offer and how you can meet their needs. And, you don't have to reinvent the wheel when developing content, either. Make it personal and relevant to the needs of your consumers.
The advantage of a solid marketing plan is that it allows you to engage with prospective clients and consumers on a deeper level. Content marketing gives you the opportunity to do more than just display information on your site: your content answers questions and serves as an example of your business. By developing a content marketing strategy as part of your marketing plan, you’re more equipped to meet the needs of your consumer and stay ahead of the competition.
If your 2015 marketing plan is missing any of these elements, take a moment to figure out why — and what you can do to round out your marketing plan. B2B Healthcare can be a tough industry, and your company deserves every opportunity to connect with prospective clients.