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!
Have you wondered if everyone likes getting the kind of panic-inducing cases you’d see in shows like E.R. or Grey’s Anatomy? If the answer is no, the same idea applies when you’re trying to understand a prospect’s pain points.
When you keep one or two problems from sounding a little too serious, here are some of the following ways it can help pave the way to a sale:
#1. It means you can solve it – It’s like when you call a plumber to fix your sink and the guy says he’s seen problems like it many times before. When you are honest about how easy a particular issue is (in your case it could be replacing broken equipment or managing new format for EMR), it demonstrates your expertise.
- #2. The problem is common – As earlier implied, it makes it easier to believe that a prospect isn’t alone with a particular problem. It makes it easier for them trust, say, your other customers who can testify that your solutions are practical. This is good if referrals form a central part of your B2B marketing strategy.
- #3. Difficult cases are expensive – When ailments get more serious, they generally also get more expensive. It’s not much of a different case when offering products and services to healthcare practices. Furthermore, an unhealthy focus on difficult cases can come with constantly playing with high stakes. The ROI on that can be harder to determine than just your marketing campaign’s.
Much like a lot of things in reality, sometimes the high-stress action-star emergencies are best as isolated events. Meanwhile, you get a lot more medical leads and repeat customers from just treating the B2B equivalent of a flesh wound.