Well, the first trailer for Avengers:Age Age Ultronis finally out. And in case you haven’t been following, the premise of the upcoming superhero flick isn’t actually unlike a usual scenario in your prospect’s organization.
Such division however isn’t always beyond the healing capacity of your lead generation strategy.
Panic is really just the hysterical twin of hype. In business, both can have a radical impact on demand and on B2B marketing campaigns. That doesn’t mean the impact’s going to be good. In fact, they both have strikingly similar downsides.
Perhaps that’s one of the few upsides to the Ebola panic that’s now sweeping the United States. Forget the actual epidemic. The anxiety and paranoia that this whole mess created can be its own disease!
It’s not that hard to see the kind of lessons B2B marketers can learn here. Sharing expertise is a common tactic for attracting interest, which in turn attracts potential B2B leads.
Some of the problems that characterize marketing can reach the point of cliché. And for the medical industry, one such problem is the imbalance between expectations and reality.
Medical appointment setters often feel like they’ve been served the short end of the stick when, say, a medical breakthrough isn’t actually that much of a breakthrough. But when there’s often a shortage of marketable ideas, what can they do?
There are plenty of things that have changed the way B2B salespeople work. But despite the increased capacity to mine more data and broaden communications, it’s also important to remember what technology hasn’t changed.
In this regard, medical appointment setting, both on the level of patients and practices, have plenty of areas that are at risk of neglect simply because technology offers a false sense of security.
If there’s something simple that you can learn from the rise of urgent care, it’s the idea that not everything is an actual medical emergency. Unless the city’s under attack by mutant lizard men or a zombie virus, the worst injury in an ER is someone with a broken nose.
Shouldn’t this be quite a relief for prospects? And more to the point, what’s wrong with idea that not all problems are such big time emergencies? You could be getting more medical leads that way!
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.