business plan blueprint

When people say that they want to make photocopies of a document, they often say they’re going to Xerox them, even if the machine they’re using isn’t a Xerox brand machine. When people need to sneeze, they often ask for a Kleenex, even if the box nearby is a different brand. That’s the power of branding. If you can make your company name synonymous with the product you’re selling, then it will be that much easier to get the word out about your product. Using the internet to create a brand for your business services is a great way to promote your business.The first step to using the internet to create a brand for your business services is to decide on the name of that brand. It should be short and easy to remember so that people can start using it quickly. You should try to make it clever, and it will definitely help if you include it in a catch phrase. People are more likely to remember it if it’s part of a slogan. If the current name of your business doesn’t work, then you may want to try creating an internet-only service and giving that product a brandable name.If you’re serious about using the internet to create a brand for your business services, then you need to be serious about using your brand name as often as possible. Use it as though it’s already a part of the pop-culture lexicon. People may ask what you’re talking about, but that will only serve as an opportunity to tell them about the branded service. You want to encourage as many people as possible to start using your brand name as the name of the service in question, and the best way to do this is to lead by example.And be sure to advertise your brand diligently. Using the internet to create a brand for your business services will be an exercise in futility if you don’t make the effort to properly market the brand. You’ll know you’re making headway when you use the brand name as the service name and people actually know what you mean. The more you’re able to get people comfortable with your brand as the name of the service, the closer you are to your goal of branding your service. With the help of the internet, you can even take that brand worldwide, if you want to. The sky’s the limit.

Marketing a healthcare business is tough! the Healthcare Industry is a unique field because while you deal with the very sensitive nature of your patients’ treatment, which often frighten you, make you vulnerable or confuse you, you also work in a very scientific and avant-garde industry where treatments, tools and systems in constant evolution. Today, healthcare providers are rarely caught up in the new health marketing strategy and sales processes or respond to technological advances.

The healthcare marketing landscape has shifted dramatically the past decade with the increase of technology tools, social media, and digital devices. A recent article for Socialnomics quotes Tricia Wilkerson, Senior Marketing Specialist at Conifer Health Solutions, on the state of B2B Marketing in the Healthcare industry: “Healthcare is notoriously behind other industries when responding to technological advances and audience expectations, so it remains important that marketers push the industry with smart trend adoption.”

Here are some important stats to consider as you begin planning out your marketing strategy:

• As of 2016, there were more than 326 million people in the U.S. Each one of them with their own personality and each one of them a potential patient.

• 52% of smartphone users gather health-related data from a smartphone.

• 91% of adults have their smartphone within arm’s reach 24/7.

• According to recent Facebook data, the number one most asked for recommendation is a doctor or a healthcare provider.

• There are 8.2 billion health-related video views on YouTube.

As in many B2B industries, long sales cycles can mean change comes slowly to marketing strategy. So, to make it a little easier for you, here are some essential truths we’ve discovered about healthcare marketing. Here are the three healthcare marketing secrets and how they can rejuvenate your business:

#1 Research and Define Your Ideal Customers

When you try to reach a particular audience, your success depends on how deeply you can guide them. Focusing on a certain segment of the market to generate and attract potential customers will not only help you polish your marketing, but also ensure that the customer association you get from your sales and marketing operations will have a better success rate.

How to Reach Your Target Audience in the Healthcare Industry?

If you are looking to improve your health care marketing, you may have realized that not all messages will be adapted to all audiences. Partnering with a marketing professional with health care experience is always a smart strategy. Before doing anything else, you need to consider your audience:

• For whom are you creating this report?

• What do they want to know?

• What will they do with the information?

For any organization and practice of medical care of all kinds (hospitals, manufacturers, doctors and surgeons, dentists, pharmacists or groups), the more specifically the target audience defined, the greater their capacity to inspire a positive response.

Once you have identified your targeted audiences, it is helpful to gather some information about them. This information can help you determine the information needs of your audience, how you can communicate with them more effectively, and where and how you can contact them.

#2 Create Valuable Content

How do healthcare marketers develop and promote relevant content? First, they must understand the needs of clients by building insight through primary research, syndicated sources, and behavior analysis. Next, they need to create content that meets their needs, such as video, blogs, articles and supports brand objectives. Finally, promote content in the media where customers interact and share.

According to a new report, 85% of healthcare B2B marketers have a content marketing strategy, but only 4% believe their programs are extremely effective.

For a healthcare marketer focused on a pediatric service line, creating helpful content could mean writing an educational article on the merits and concerns of pediatric psychology. When planning to increase content production when the vast majority does not believe that their content marketing efforts are highly effective, B2B marketing specialists are potentially prepared for failure.

Content marketing nurtures a long-term relationship with customers, which is critical in the medical industry.

3 Tips to Grow Your Healthcare Company with Content Marketing:

1. Know what your customers want to learn

2. Be a healthcare industry leader

3. Capitalize on current events

The following tips will set you up with the knowhow you need to produce better content for your readers. Content marketing is an excellent way to both position your healthcare company as a thought leader and to generate new leads and customers for your business. Be creative and offer information that provides real insight for your customers.

Target Ideal Buyers with Content

Creating and sharing successful Healthcare marketing content is all about your audience: who you’re speaking to and what you’re trying to say. To make the most out of your healthcare services, you first have to define the group of people you’re creating your content for and what they’ll find useful about it. Content marketing involves creating and sharing quality content that is specifically designed to attract your target customers. If you’re not sure how to get started with your content marketing strategy, we can help! Here’s how to target your buyer persona through content marketing.

• Defining And Developing Buyer Personas

• Consider The Buying Team

• Mapping Content To The Buyer’s Journey

The beauty of the specific content is that it was created with a specific group in mind to enjoy and learn from the way they prefer to consume content. Without a persona-based content marketing initiative, you run the risk of allowing your competitors to influence buyers by talking about their needs and addressing uncertainties through specific content, which increases the consideration of purchases as along the road.

That’s especially true for B2B healthcare marketers, many of whom face more complicated, longer sales cycles, making their challenges with consistent and compelling content creation all the more problematic. With that in mind, there is a lot for B2B marketers in other industries to learn from the world of health marketing. Be sure to always involve a specific target audience through different channels and remain relevant.