Established Leaders

Gaining EHR Competitive Advantage in a Saturated HealthTech Market

According to Forbes, “despite global challenges and escalating consolidation, the medical device and technology market will eclipse $500 billion in sales by 2021.”

While that is great news, it also suggests new competition for Electronic Health Record (EHR) software firms. This means companies have to be more innovative to stand out. You won’t be able to accomplish this using traditional methods of sales like trade shows, workshops, print ads, telemarketing, billboards, and press releases. These strategies are not just annoying but they are also overdone and expensive.

Research by Roper Public Affairs found that 80% of business decisionmakers say they like to get their information through blogs and posts over ads. 70% said content makes them feel close to a company, and 60% said that content helps them make smarter buying decisions.

A new technique called the “Inbound Methodology” has evolved. This approach involves bringing in new leads using relevant and informative content. The Earnest Agency found that 81% of customers start the buying process by searching for info online.

Here are some ideas for standing out from the competition in the Electronic Health Record space using Inbound.

Release long-form content

Customers are being bombarded every day with tons of blogs on every topic out there. To get more attention than your competition, you should produce long-form content that will capture the focus of both your target market and online search engines. Regularly publish content like extensive posts to place you as an authority in your niche, drive more traffic to your site, and improve search engine position. You could also repurpose long-form content into e-newsletters or premium content like ebooks.

Fact: An Odork study found that long-form content performs better than short-form content.

Research and use long-tail search phrases

Using top search phrases will boost your search engine position and create more traffic to your site. Stay away from short, common keywords since many of your rivals will be using them. Instead, use long-tail search phrases that have less competition. For example, if you are offering clinical scanning devices in Portland, you might use the long-tail search phrase “cost effective clinical scanning devices in Portland.” This long-tail search phrase will bring in more of a targeted market than just using “clinical scanning devices.”

Create guest posts

Creating guest content for other sites will help place you as an authority in the Electronic Health Record software sector, bring in web traffic, and create backlinks for your site. Do some research to find credible Electronic Health Record software websites that allow guest posts. Look for sites that have good domain authority (DA) and have good engagement. Write quality posts that go over topics trending in your market. Remember to include contact information for your firm’s site in the writer biography and always be receptive to comments.

Take advantage of email marketing

Email is one of the best tools for nurturing leads and transforming them into buyers. According to a current State of Marketing report by Salesforce, 80% of companies claim that emails add to their profits. You could ask site visitors to give their email addresses in return for a free ebook or report. When you have a list of emails, regularly send informative and relevant content to engage your leads. Ensure your emails are enhanced for digital devices. Write creative headlines to bring in potential customers and entice them to open the emails. A good email campaign will help you get more devoted fans and have an edge.

Promote user-generated content

When it comes to marketing, social proof is essential, especially for potential customers who don’t know your brand name. One of the best ways to produce social proof is through user-generated content (UGC). According to research by Bazaarvoice, 84% of customers said that UGC affects their buying choices. UGC transforms your clients into supporters that give testimony to your products and services. For example, you can collect video evaluations from your happy customers and upload them on your site. You can also host a photo competition where clients are asked to upload a photo of themselves using your product. UGC will help boost your brand name recognition and bring in more traffic to your site.

Influencer marketing

According to Tomoson, 51% of marketing experts said that influencer marketing lets them bring in more customers. Before connecting with an influencer, you need to develop your influencer marketing objectives. This can be increasing your social media presences, getting to new markets, and boosting your name recognition. Then, search for influencers who can help with these goals. Look for those who are popular in the Electronic Health Record software market and have a big following. They should also be people with good credibility. Make sure to regularly evaluate if the influencer strategy is working.

Use effective call-to-actions (CTAs)

A call-to-action (CTA) is a button or link that is used to urge your site visitors to take a preferred action. When a person clicks the CTA, they are taken to a landing or product page. Make sure your CTA is clear and describes what your site visitors will get. “Start a free trial,” “get a free ebook,” and “join our email list” are good examples of CTAs. Add a CTA at the end of every blog or email.

The final word

Standing out in an extremely saturated market seems like a big job, but with the right strategies, you will see a return on investment. Inbound Marketing and Sales will not just help you stand out from other Electronic Health Record software firms, but will develop you as a leader in the industry.

We have worked with many CEOs and Directors to include inbound strategies into their marketing and sales plans. Don’t hesitate to schedule a free strategy session to get help reviewing your current methods and find ways to be more competitive in the Electronic Health Record market!

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