You see it in a lot of movies. The main character goes through a typical routine but the next moment they wake, they find themselves in a radically different place. They have no memory of how they got there or how long it’s been. From horror to fantasy, crime to science-fiction, this turn of events can actually reflect a similar scenario for your own marketers and salespeople.
One moment, your health leads are coming in like normal. But the morning after, you wake up and are shocked to find the radical changes in your marketing strategies, your database, your marketing materials etc.
And out of all this, you are at a loss on where health leads now are.
In the medical industry, success stories have become a staple in content marketing strategies. On the other hand, conventional buyers would always like to style their decisions as based on fact. It’s almost contradictory.
On one hand, you get to the emotional storytelling of cancer survivors. But on the other, you have the physicians and managers who seem to only want stats when B2B organizations are sharing expertise. Is this something that your marketers need to reconcile?
Political and legal implications aside, how often do you see healthcare professionals sharing expertise… and resorting to character assassination?
Hopefully, it’s not that often. But if you’ve ever ventured to touchier topics like vegetarianism, the organic movement, and medical marijuana, your chances of encountering this will increase. Exponentially even.
Ideally, this isn’t the best behavior for any professional whether they’re medical doctors or the B2B organizations that support their work. Still, reality always seems one step ahead of the perfect world.
A usual routine in appointment setting involves finding a process your prospect doesn’t do very well and say you have the resources to do it better.
But while problem solving is essential for building up rapport and relevance, it can be misleading in one small way. Just because a prospect doesn’t do one thing right doesn’t mean they’re completely shabby.
A typical fear for first time marketers is fear of invading prospect privacy. And for those charged with generating medical leads, it can be a whole lot worse. Probing questions into a prospect’s practices can spark a rather heated defense. It can be like a doctor asking about gun ownership and the patient reacting with accusations of invading private matters.
These days, the healthcare industry is going to include more and more people with less and less medical knowledge. And surprise! This isn’t entirely a bad thing. In fact, you might want to change your lead generation strategy once non-medical prospects are being counted among your medical leads.
When people think healthcare expert, oftentimes people are thinking cells, medicine, disease, and an advanced degree. They don’t necessarily think of bureaucracy, management, and business. Healthcare is more often represented as the doc in the lab coat, not a bunch of corporate suits.
Reality of course paints a different picture (and for some it’s not pretty). There’s plenty of business expertise needed in the industry of healthcare. The good news is that this no longer means you have to be a neurosurgeon just to share insight that can be valuable in the healthcare market.
Now why does this matter again? Secondly, what exactly are the areas that require expertise besides that of human anatomy and biology?
Broken. That’s the word that best describes a lot of Brazilians after being utterly blindsided by Germany in the World Cup semi-finals. But while you may not be a sports fan, a quick search can make for easy guesses as to why the spectacular loss. (One of which was the absence of its star player Neymar.)
A defeat like this can serve as a cautionary tale to those who run seemingly ‘successful’ marketing campaigns but not realize the beating that’s taking place. For all the medical leads you’ve racked up, it may not matter if the proverbial truck carrying them winds up tipping over.