Healthcare professionals (HCPs) juggle multiple tasks and responsibilities on any given day. An engaging marketing campaign is key to grasping their attention – this includes everything from creating engaging content to paid advertising.
Below are six key strategies that are sure to provide maximum reach and engagement with your HCP audience:
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Content Marketing
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Optimize Your Website
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Paid Advertising
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Social Media
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SEO Optimization
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Email Marketing
How to use digital marketing to reach HCPs
Content marketing
Creating content is crucial when grabbing the attention of busy HCPs. The key to creating engaging content is understanding your audience's mindset. Ask yourself:
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What are their goals and motivations?
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How do they consume content?
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Where do they interact online?
From this information, you develop a detailed buyer persona to help you plan your content strategy. Once you’ve defined your audience, you test out different content formats, as well as channels you serve the content through. Over time, you’ll develop more impactful marketing campaigns that will provide results.
Optimize Your Website
Your website is arguably one of your most important marketing assets, after all, it’s often the first window healthcare professionals see of your brand. When visiting a website, HCPs want a website that’s responsive and easy to navigate.
Helpful website features to nurture virtual HCP engagement include:
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An intuitive, user-friendly interface that looks good across multiple browsers and devices.
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If your website speaks to both HCPs and patients: Have separate navigation options for each.
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If your website is content or product-heavy: A search functionality is essential for keeping users at your site. If it takes too long to find what they’re looking for, they’ll go somewhere else.
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How fast does your website load? If it’s laggy or takes awhile to load, people will click away.
It’s also important to note that a website isn’t a one and done type of project. Websites are ever evolving and should be kept with up-to-date content. A well-kept website can do wonders for brand awareness and lead generation.
Paid Advertising
Paid advertising is a quick way to boost your efforts and brand awareness. As with any other content, you should start by developing ads with your buyer personas in mind. Ask yourself – who is your target audience and what do they care about?
The most popular choices for paid advertising are paid search, display, and social ads. Pay-per-click advertising allows for niche targeting, retargeting, testing, and optimization.
Social Media
With an overwhelming number of HCPs using social media, this shouldn’t be an overlooked part of your overall marketing strategy. Social media may not be able to guarantee leads, but it’s useful for brand awareness. The key to engaging HCPs with social media is to produce consistent and helpful content that your target audience will keep coming back for.
When choosing viable platforms, think to yourself, what platforms are popular with your target HCP audience? Your buyer personas should guide you to the most appropriate platforms to use.
SEO Optimization
Your website is up and running, but are your target HCPs actually finding it? Search engine optimization (SEO) improves your site to increase its visibility when people search for certain keywords related to your business. The better visibility you have in search results, the more likely you are to attract HCPs to your website.
The way a healthcare professional searches for something will differ from how a patient conducts a search. HCPs are more likely to search for medical/technical terms, as well as brand and product names.
Email marketing
Emails allow you to serve your target audience with personalized messaging. Market research shows that email is a preferred channel for HCPs to receive information. From campaigns to newsletters, email is easily tracked and can provide excellent ROI opportunities.
work with an agency that’s already versed in engagement strategies, so you can direct your attention to the other important tasks of the day.
Ready to learn more? Check out our resources page.
