February brings a lot of ideas that center around romance. This is the month where you’ll read about the dating, the hearts, the flowers, and most importantly, the relationships.
And one thing about relationships is that one shouldn’t really keep secrets. Here’s a funny catch, you think that applies only to couples? Clearly, even business relationships can get rocky when some things are left unsaid.
With all the information spilling onto the internet, keeping secrets can be a lot harder unless you’re thinking of going under the radar. That means corporate scandals and criticisms are more viral and much easier to spread.
The medical and healthcare industry isn’t certainly isn’t shy of that. Just look at the war nutritionists wage with fast food companies. Thanks to their information, the dark mysteries of the mega-sized burger patties have empowered health buffs, vegans, as well as a major population of the leftist spectrum.
But who’s to say a similar expose won’t bite the current state of today’s healthcare?
Don’t forget where the term “snake-oil salesman” came from. Their shady cures with sleazy secrets are a prime reason why customers (yes, even B2B customers) no longer believe what your marketers say. In fact, only 1% of their messages are retained by whoever they send them to.
What’s a company to do? How do you generate medical leads when the very same skepticism is now filling the minds of your potential customers and turning them against you?
Ironically, it looks like McDonald’s is fighting it exactly the way the people have demanded: with the truth. Its Our Food Your Questions campaign is just one of its latest attempts at transparency.
Here are some things you can learn from them so that you can solve your own mysteries before they cost you more medical leads.
- Do some inner homework – When you keep secrets and lie about them to your customers, you’ll eventually start believing that lie yourself. Be the first to learn about problems instead of your customers. Compile them instead of covering them up so you’ll have something to address while qualifying your medical leads.
- Spread the information – In a perfect business world, compromising information would never go viral. The opposite though should be the case for your whole marketing campaign. After learning about the problems, your knowledge should act as an emergency response kit for everyone involved (whether they’re inbound, outbound, telemarketing, networking etc).
- Cooperation over criticism – Admitting to a problem shouldn’t be more cause for criticism but cooperation. Don’t just sit there and take the heat from a prospect or a customer. Ask them to help you find a solution. That’s a classic way to build trust and reduce the drama.
- Keep going – In spite of its best efforts, McDonald’s health critics aren’t backing down any time soon. But hey, at least give the company some points for persistence. Don’t lose hope for your medical leads just because you haven’t immediately convinced everybody. Both truth and lies take a while to sink in.
Generating leads, more so medical leads, is a process that uses trust as a vital currency. So obviously, keeping secrets comes at the cost of it. Keep the mysteries at a minimum so you’ll have an easier time convincing everyone that you’re telling the truth.