Let’s be blunt. B2B healthcare marketing is complex. The pain points are multifaceted, the communication challenges aren’t exactly simple, and differentiation is no easy task. But, that complexity is one of the things that makes it so rewarding, and the reason ABN thrives when building marketing strategies in this space.
If you’re as energized about the world of healthcare marketing as we are, you’ve got to check out this resource we put together. Not only does it have useful advice on differentiating your brand and connecting with potential clients, but we’ve also featured helpful comments from industry experts, such as Deepika Kumar, Chief Marketing Officer at CareJourney.
For example, the guide makes the important point that you shouldn’t forget your current clients. Sometimes, healthcare organizations are so focused on trying to gain new clients that they overlook the people they’re already working with—organizations who presumably chose them, utilize them, and appreciate them. Not only do you need to continue marketing to these people and doing what it takes to keep them happy, but you should also consider involving them in your efforts to expand your reach.
The guide suggests:
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In the meantime, here’s a preview from the branding section of the guide:
When you consider your branding, do you focus on the unique essence at the center of your brand? Do you think about how to infuse it throughout your organization? Many healthcare organizations don’t extend their brands this far, which means that deepening your branding, and the method in which you roll it out, is a huge area of opportunity.
“Brand Essence—the connecting thread linking together everything that you do. This is the main ‘memory’ that you want to leave people with every time you interact with them.” — Josh Dougherty, An Introduction to Integrated Branding
Successful branding work infuses your brand through every facet of your organization, from how your teams are organized to the ways you engage with customers. It should stretch far beyond the ideation phase, weaving itself naturally into your team and culture.
When healthcare organizations pull this off, it’s tremendously valuable. Tactics, technology, and even offerings evolve, but your values, which are expressed through your brand, generate long-term trust. And, 81% of consumers need to trust a brand before they buy.
A key way of infusing your branding throughout your organization is to incorporate internal training into the process. Hour-long sessions can encourage your team members to live out the brand and integrate brand essence into their daily behaviors and interactions. That way it becomes a living, breathing part of your culture, rather than a mere collection of bullet points and materials.
Ready to turn your healthcare marketing up a notch? Download 4 Levers To Pull To Improve Your Healthcare Marketing now!