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.
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.
For those working in healthcare, they don’t want just convenience. They want convenience to translate into productivity. That’s why when you’re trying to generate medical leads, don’t just try and appeal to their need for easier work. You should hold them responsible to make the easier job more meaningful.