The migration of traditionally in-person encounters to virtual interactions has resulted in a swing of new opportunities and difficulties for B2B healthcare marketers. Due to the COVID-19 pandemic, which began in 2020 and is still ongoing, healthcare brands are scrambling to adapt to a tsunami of events that include developing new patient care solutions such as improved access to telemedicine, constantly changing treatment solutions for the novel coronavirus (SARS-CoV-2) and the emergence of new vaccines.
These advancements also open up new opportunities for healthcare technology and pharmaceutical companies to promote innovative solutions to healthcare providers and other stakeholders. Let’s inspect the marketing methods that the healthcare industry must use right now.
Account-Based Marketing (ABM):
This is a type of marketing that relies on actual connections with real people in actual businesses, rather than concepts like consumer profiles and target markets or audiences. At its core, it is about identifying the proper companies and decision-makers to target, then creating individualized marketing tactics that focus on content targeted to those decision-makers specific information needs.
It takes effort, research, and perfect coordination between the sales and marketing teams. ABM is growing in popularity across all B2B businesses, including healthcare and pharmaceuticals.
Marketing on Social Media:
As a B2B healthcare marketer, you are probably not thinking of Facebook for social media marketing. Instead, concentrate your LinkedIn efforts on healthcare professionals (HCPs). LinkedIn, the most popular corporate networking platform, claims to have millions of HCPs and other essential partners, including:
- They claim to be targeting 6.2 million doctors, surgeons, dentists, and nurses
- Over 3.3 million hospital executives
- 3 million pharmaceutical professionals
- Over 720 thousand healthcare and pharmaceutical thought leaders.
A great number of HCPs and healthcare stakeholders are active on LinkedIn. This is the key social channel for B2B healthcare brands to focus their marketing efforts. For instance, you need thermometers for your business in bulk, you can easily search for the best thermometer suppliers online.
Brands in the B2B healthcare industry now have even more video marketing options thanks to COVID-19. In addition to standard B2B video content channels, including:
- LinkedIn, and others
The pandemic saw healthcare marketers use video in areas that were previously designated for in-person engagements with HCPs and other stakeholders.
These include virtual encounters with fresh prospects using systems like:
Furthermore, if your B2B marketing efforts incorporate healthcare brands in 2020, you will almost certainly use video for product onboarding, webinars, and remote events – and this trend appears to be continuing now.
Over the past few years, stakeholders and HCPs are increasingly using other digital media for searching for a range of manufacturers, products, and services, including:
- Patient treatments
- Facility supplies
As in-person encounters gave place to safer online and app-based video meetings or video messaging services, the COVID-19 outbreak undoubtedly pushed the number of HCPs and others even higher.
Healthcare marketers in the B2B industry, such as syringe pump suppliers, must be wise to use digital content marketing strategies, such as search engine optimization (SEO). You must also improve tour content marketing efforts on social media, with email, or through video messaging tools. Usage of advanced technology and artificial intelligence will provide other tactics for you to deliver good-quality content to HCPs and other stakeholders.
Multichannel marketing is also called omnichannel marketing or cross-channel. This involves managing all the campaigns of your healthcare brand across distinct channels. It also allows you to incorporate your messaging across a range of platforms, including:
- Word-of-mouth, and more.
Examples of Online Messaging Channels:
- Social media
- Online case studies
- Digital advertising
- Slide decks
- White papers
Examples Of Offline Messaging Channels:
- Direct mail
- Print media
- Face-to-face interactions
Furthermore, the COVID-19 pandemic has driven more and more offline initiatives online, therefore, now, incorporate multichannel marketing into your B2B healthcare marketing plan to keep your brand’s messaging consistent across all platforms.
Advanced Technology: Artificial Intelligence and Machine Learning
To conquer and adapt advanced B2B healthcare marketing tactics, such as:
- Cross-channel marketing
- Content marketing
You need to embrace and understand the advances in marketing communication technology. Some of these that are adapted by:
- Healthcare experts
- Pharmaceutical businesses
- Health organizations
- Other key industry players
The advancements in technology in the healthcare industry provide helpful tools for brands in the industry in account-based marketing efforts. The technologies that provide capabilities that are embraced by the healthcare industry during the outbreak are:
- Artificial intelligence
- Cloud computing
- Machine learning
These have enabled the following communication tools for marketing:
If you are a healthcare B2B marketer, e-detailing is key to your efforts to target the pharmaceutical and medical technology business. The phrase e-detailing, or electronic detailing, refers to the technology that pharmaceutical companies used to sell their medicines to healthcare professionals and other important partners. It also involves electronic help for your sales division and the use of digital platforms and technologies to create relationships with HCPs and other stakeholders.
Including e-detailing in your healthcare marketing strategy opens up a world of possibilities for providing interactive, engaging, and personalized material to HCPs, including animations, video, and augmented reality (AR). These material engagements are trackable, giving you the option to identify particular HCPs’ preferences. You can send highly tailored and targeted messages.
Furthermore, e-detailing allows your sales reps and medical science liaisons (MSLs) to access quickly the most recent scientific evidence.
Customer Data Platforms (CDPs):
Customer data platforms (CDPs) are the marketing systems providing B2B healthcare brands with the capability of matching consumer data from their marketing efforts. Create the following:
- Trackable individual profiles
- Optimize messaging and offers
- Segment customer data
CDPs are quite important for your multichannel marketing efforts because of the vast amount of HCP and other consumer data you are collecting across a wide cross-section of marketing channels.
In other words, healthcare brand marketers can access data sources such as HCPs’ online behaviors, CRM data, mobile apps, engagement levels, device data, and everything in between through a CDP. All of this information is supplied into the CDP, where it is cleaned, unified, enriched, and split into markets for a variety of cross-channel campaigns, such as:
- Social media
- Push messaging
- Direct mail
- Website personalization.
Google’s Cloud Healthcare API:
The Google Cloud Healthcare API enables healthcare businesses to store and access patient data on the Google Cloud Platform (GCP). Google’s API supports all three major industry standards for healthcare data (FHIR, HL7v2, and DICOM) and offers a variety of machine learning, data analysis, and application development tools. Incorporating the Cloud Healthcare API into your marketing approach also allows you to connect to Google’s Cloud Publish-Subscribe (Cloud Pub/Sub) service.