You created a business plan that closely aligns with your health tech company’s values and objectives. You spent hours, weeks or maybe even months developing a solid marketing strategy that you firmly believe will ensure the success of your company. However, things rarely go according to plan.
Maybe, you have witnessed a huge decrease in sales, or you are not driving enough traffic to your website. Fortunately, there is still hope for your marketing efforts.
To properly execute your marketing strategies and become a lead generation machine, you need to take a closer look at what is working, and what clearly isn’t working, and adjust accordingly. If your marketing tactics aren’t providing the expected results, take a look at these 3 reasons why your health tech marketing plan may not be driving leads.
Whenever you introduce a new health tech product or service, it is critical that your promotions target the ideal customer. Essentially, who is your target audience? Who is most likely to purchase your health tech device?
You could have an innovative product that revolutionizes healthcare, unlimited resources and marketing materials, and a staff comprised of industry experts, but if you are concentrating on the wrong customers, all your efforts will be in vain. Spend some time gaining a better understanding of your target market: their interests, demographics, challenges, pain points, motivations and how your product solves their problems.
Once you identified your target customer, you can create relevant, educational content that delves into their topics of interest. Are you writing blog posts that answer questions your customers are asking? Are you sharing these posts on the social media websites that your customers are regularly visiting? If you’re unsure, you may want to send out a survey to your current customers or invest in some market research data.
You may be familiar with the phrase, “Timing is everything.” This is especially true when it comes to attracting new visitors, converting those visitors to leads and transforming a lead into a customer.
The buyer’s journey, or the research process a potential buyer goes through before making a purchase, has three stages: awareness, consideration and decision. It is critical to provide content and tools that target potential buyers at each stage of the buyer’s journey. For instance, a health tech company writing an informational blog post about the importance of staying healthy can help a buyer in the awareness stage of the buyer’s journey.
If you are not sure if you have content or tools that match each stage of the buyer’s journey, make a list of all of your available resources and organize them by each stage. This way, you can identify room for improvement and new ideas for future content.
More often than not, you understand your marketing message, but you fail to communicate it clearly to your target audience. If you are promoting a call to action (CTA) in a blog post or a promotional email, make sure that the next step to take is obvious to the customer. If you suspect that your branding message is unclear, ask someone outside of the company, someone who is unfamiliar with your marketing message, to take a look at the CTA and provide suggestions.
Always consider the takeaway message of every piece of content, whether it’s a blog post, an email, a landing page or even a Tweet. All of your content, visual and written, should deliver your unique marketing message.
The bottom line: if your health tech marketing plan isn’t working, there is a solution. You should reflect upon your marketing practices and discover ways to improve your results. Also, don’t be afraid to ask for help. Maybe, your coworkers can provide some insight into why a particular marketing technique isn’t working as planned. Improving your customer engagement, revenue cycle and lead generation may take time, but it will be worth the investment.