Digital marketing 101: Consumers buy doctors, not practices

Medical practice growth depends highly on a steady stream of new patients.  However, your patients don’t buy medical practices; they buy doctors!

On Friday’s Internet Health Magazine, author Ken Robbins writes an extremely informative article concerning the online challenges for healthcare marketers.  The title of the article is Digital Marketing 101: Consumers buy doctors, not practices.   The underlying current of the piece is that your medical practice growth depends on your communication.

There is tons of information available online, and patients are conducting plenty of their research before selecting providers.

  • 84% of consumers said they are likely to visit a provider’s website before booking an appointment,
  • with 61% saying they are very likely to do so. What they find there makes a massive difference in whether they book an appointment or continue looking elsewhere.
  • Consumers may also start by looking for what’s covered by their insurance.  While some practices can rely on the fact that they are in networks for a class of patients.  Those that want to use marketing to grow need to connect with doctors in the market.

The best strategy for practice marketers to reach these consumers is to build websites that contain individual pages for each clinician highlighting Continue reading Digital marketing 101: Consumers buy doctors, not practices

Firm boosts e-mail efficiency by 1,200% with B2C marketing automation platform

The marketing automation platform SALESmanago has been implemented in some of European online stores of Yves Rocher, a worldwide cosmetics and beauty brand.

 

In a crowded marketplace, where your potential patients have lots of choices, they don’t need to use or stay with you!  This means that you MUST standout as the very best option available in your area.  Technology is constantly moving and improving; so in order thrive, you must implement the available marketing automation software to target your market and developing a reputation as a great resource – trustworthy, knowledgeable, and close at hand.

Without exception, every doctor we have ever worked with had the desire to be as successful as possible!  Well, isn’t that the entire point of starting your own medical practice?  Think about it, when you started you practice, was it your desire to be mediocre or just get bye?  Of course not; but, in order to stand out and succeed you need to embrace all aspects of available marketing automation.

An excellent example of this strategy comes from the world of cosmetics and beauty, in a recent article in CSO.com, that very point is demonstrated beautifully (once again, the example isn’t in the medical industry, but you can’t deny the effectiveness of the campaign as you read on).  The cosmetics company,  Yves Rocher, implemented an e-mail automation software program which boosted the company’s e-mail marketing efficiency by 1,200%.  Additionally, it increased the number of new users who buy the suggested sets of products displayed on Medical marketing softwaredynamic recommendations boxes as their first purchase to 30%.

SALESmanago was initially implemented in an online store of Yves Rocher in Poland, but shortly afterwards it was also rolled out to the company’s e-commerce sites in the Czech Republic, Hungary, Romania and Slovakia. By implementing marketing automation the company wanted to streamline the conversion of website visitors to customers and to differentiate offers taking into account customers’ transactional histories. Continue reading Firm boosts e-mail efficiency by 1,200% with B2C marketing automation platform

Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers

If you desire success with your clients and patients, you must apply emotions within your marketing content!

 

In a recent and very enlightening article, written by Wendy Marx, for business2comunity.com, titled Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers she points out that the approach with which a client is contacted is makes the difference between long term success and a single transaction.

She states that when it comes to business to business (B2B) buyers, you may think that a more calculated, technical approach to content marketing should be used.

Is that true?

Ms. Marx checks out why you need emotion in your B2B marketing, what types of emotional responses to elicit, and how to make your content more emotionally appealing.

The big question is: Why B2B Buyers Need Emotional Content Marketing Techniques?  The truth is, if ever there was an occasion to use emotion in content marketing, it’s with B2B buyers. Why?

  • Because the sales process for B2B buyers takes 22% longer than it did seven years ago.
  • Is this because today’s buyers are more indecisive? Not at all.
  • In fact, 82% of B2B buyers think that everyone is pretty much selling the same item. The competition is huge.

Continue reading Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers