Marketing automation software… sounds like an excellent answer for how can I increase HCP engagement? But honestly, most companies haven’t thought of it that way. In short, marketing automation, or marketing automation, is where the health and wellness industry is going. But first, let’s get specific about what marketing automation means within the health and wellness industries and how you could leverage your marketing automation activities to increase Engagement HCP for your medical centers. Once you do that, you can then use this information to help you find out how I can increase HCP engagement with sales, client service, operations, compensation, branding, and a whole bunch more!
When most people think of marketing automation software, what comes to mind is typically some CRM program that helps your sales force identify cold calls versus hot calls. The truth is, most medical centers don’t have CRM systems because they don’t have patient data. Therefore, they cannot utilize automation software to automate contact management or generate ROI. However, you can use your CRM program to create, manage, and track all of the contact information for your patients-even dead leads. So, how can I increase HCP engagement through these dead leads?
First, when you organize your healthcare professional team, you need to make sure that you are regularly setting up face-to-face meetings. This creates real engagement with your medical center staff. Your sessions should include all of the healthcare professional team:
- The front line nurse
- The clinical associate
- The medical specialist
- The chiropractor
- Other members of the hospital staff
When you host these one-on-one meetings, you are allowing these leaders the ability to ask questions of the lead. This enables healthcare professionals to build trust with the CRM program to identify areas needing additional training or guidance.
Secondly, you need to look at your CRM’s historical performance against the goals that you have identified for your organization. For example, suppose you have determined that you want to see more doctors in an urban area. In that case, you need to plan your network by looking at the past 12 months’ worth of CRM data and identifying cities with higher than average HCP utilization. Once you have this information, you can adjust your marketing campaigns and advertising dollars to focus on the towns. Now, please don’t get too excited; it may take some imagination, but it can be done!
Thing To Consider
Thirdly, consider holding events that engage your medical center’s local citizens. For example, do you have a youth engagement group? During these events, you can engage your current sales reps in a conversation about the current issues facing youth who live in urban areas. You can also hold discussions with civic leaders, business leaders, civic groups, and school officials to discuss ways to work with them to improve public health.
Engage Email Automation
Fourthly, consider engaging in email automation. Email automation allows you to create highly customized email campaigns to reach your target audience. This improves the quality of your communications with your target audience and will enable you to use filters and allowlists to ensure that only those interested in your products or services will receive your emails. This form of email automation can help you get the most from your healthcare professionals regarding how they communicate with their patients.
Lastly, consider engaging in social media marketing. The internet has created a new landscape of opportunities for healthcare professionals to market themselves to patients. Unfortunately, some healthcare professionals are hesitant to engage in social media marketing because they are worried that it may turn away their current customers. However, look at the success rates for many healthcare professionals who have used social media to build their HCP engagement. You will quickly see that this form of marketing benefits their patient base.
By following these four suggestions, you will be well on your way to increasing your HCP engagement and brand awareness. Remember, you do not have to spend thousands of dollars to make your medical practices more profitable. All you need is the right tools and the right strategy. Enabling email automation through healthcare automation platforms, incorporating healthcare and social media marketing strategies, and making use of social media marketing tools such as WordPress, Drupal, and Joomla will help you to effectively target your audience, market yourself to patients, and build your HCP engagement while saving you a lot of time and money.