By John Lavey

By far, the most common question I receive from healthcare clients and prospective clients, or even friends when we talk about healthcare marketing, is: “What works?”

That question is really an umbrella for more specific questions, such as:

  1. What is effective right now at helping me get my message across or growing my business?

  2. What is the best way to spend my marketing dollars, and how can I be sure they are being spent wisely?

  3. How can I partner with someone outside, and what marketing staffing should I have internally to be successful?

These are the essential questions any organization will have about its marketing, particularly for healthcare companies that are trying to market to hard-to-reach buyers in provider, payer and pharma organizations. So, what works? Here are three key places to start, based on your answers to the following questions:

  1. Do you have a clear picture of what your customer journey looks like? When we dig into a company’s marketing, we take a look at all aspects of what it looks like, from thought leadership to sales support, event marketing, even onboarding and customer retention. If you have a clear idea of what that journey looks like, and then, where you are weaker or stronger, you have an idea of what needs attention. Invest to address gaps in content that supports that customer journey.

  2. Are you committed to more closely linking marketing to sales? Many organizations have embraced account-based marketing. All organizations have content management systems. Most have marketing investments. Rarely are all of these investments as interoperable as they could be, or should be. If you don’t have connective tissue between sales and marketing, you should fix that first.

  3. Are you ready for lead generation, or do you really need to generate demand? We all want to drive leads, and create opportunities for conversations about our solutions. But the reality is that some companies aren’t well known enough to be the “go to” for when a customer is ready to evaluate options for solutions. Those companies need to invest in thought leadership, and meeting demand for solutions to problems, even shaping conversations at the awareness stage, before it comes to consideration and decision making

Give us a call if you’d like to talk more about what isn’t working for you, and where you might start. 

Image: Getty Images


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