Knowledge of buyer personas is one of the essential basics of lead generation. You cannot define your health leads unless you know the different types of clients you usually run into. The different personas could be constructed based on your experience or a shift in your marketing strategy, but it diversifies your target market all the same.
On the other hand, there are times when a lead doesn’t seem to fall under a particular persona. What then? For those using personas for the first time, this is usually the point where the system is discarded and that’s bad. It’s like discarding a better way to personalize drug dosages just because nobody did it right the first time. If that didn’t stop entrepreneurs from trying, then it shouldn’t stop you from doing the same with your health leads.
Contacting business prospects during holidays like Thanksgiving (especially in the healthcare industry) is generally discouraged. After all, it’s commonly presumed that most professionals will be out having dinner with their folks. Same goes for their nurses and other employees and heck, even the hospitals will probably be closing most of their doors to hold enclosed celebrations with their tenants.
However, you never know where a few will be exceptions to this rule. After all, there’s got to be somebody around to keep things running while everyone’s chowing down on a turkey dinner. Here’s how you might be able to work on some health leads even during holidays.
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.
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?
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.