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.
Weather forecasts are typically consulted prior to big outdoor events like the Thanksgiving Parade and, of course, this year’s 4th of July. Fireworks. Barbecues. It’s hard to have any of these when your local weatherman is predicting some rainfall.
In the same sense, marketers in the healthcare industry often turn their attention to industry news when planning lead generation campaigns. For them, anything that impacts the industry itself would logically impact their target markets. Examples can include the recent impact of Obamacare on the demand for nurses.
Still, if the weatherman isn’t always right, can the same be said of industry news?
Handling a sports team can be like handling a business in of itself. The star players aren’t just the employees. The audience is not just the paying customer. It makes sense that plenty of health and fitness related businesses throw their services at their feet as a means to keep everyone in top shape. Look at what Johnson & Johnson is doing as an official sponsor.
These teams however aren’t the only kinds of business prospects that fit this description. If you’re looking for health leads beyond individual care, there are plenty of organizations that demand just as much fitness from their own work force.
In the new animated film How to Train Your Dragon 2, you got to see more of the ecological aspects of world’s dragons. What’s particularly noteworthy was the use of alpha domination. Like many real animals, dragons can be dominated (even against their will) by an alpha who in turn can only be challenged by another of equal strength.
So when sharing expertise to a prospect organization, it seems to make just as much sense to go for its own alpha. Wouldn’t medical leads come faster if you could simply influence the one whose authority overrides that of all others?
You’re forgetting what it takes to even get their attention.
Is it always worth going to great lengths for your medical leads? It’s a consensus among marketers that your old customers generate more value to your business than the new ones you acquire.
Why then are so many businesses still bent on getting new customers? Perhaps the real reason is that, while they’re not as valuable, converting a new customer into a repeat one is what gives them more value over time.
But what of a situation where you are openly challenged by a prospect to prove your worth against a competitor? Do they still think you have a shot or are they just looking to validate their decision?