Tips to Stand Out in a Competitive and Saturated EHR Market

The days when you could stand apart from the other Electronic Health Record software companies by just using traditional marketing and sales methods are long gone. Marketing to a generic target market using ads and making sales with cold-calling will tarnish your reputation instead of boosting your brand name recognition. These techniques can also be very expensive in terms of both time and money compared to the outcomes they bring.


According to a study by Roper Public Affairs, 80% of B2B decision-makers like to get their information from a collection of write-ups instead of ads.

The most effective way to compete in a saturated market is by giving your prospective clients helpful and relevant content and keeping them involved. To put it simply, you need to supply “value” for your leads. This type of marketing and sales is called “Inbound Methodology,” and has proven to produce more website traffic and leads, according to HubSpot.

Here are some ways to use Inbound to help you stand out in the saturated world of Electronic Health Record software:

Concentrate on your ideal buyers

When people first come to your site, they are not ready to buy your product or services right away. They are probably in the middle of researching their issues and looking for remedies, as opposed to looking at one particular product or brand. Because of this, your marketing and sales initiatives need to be focused on offering details, suggestions, and solutions that will help address your potential customers’ questions. For example, you can develop blogs, ebooks, case studies, and infographics on topics related to topics in Electronic Health Record software items (like areas to stay away from, new trends, industry news, and more. Informing leads on these topics will help position you as an authority in the Electronic Health Record software industry and will help you stand out among your rivals.

Be consistent and reliable

According to a Content Marketing Institute study, 88% of B2B online marketers claim that content is a key part of their general marketing strategy. To stand out in a saturated market, you need to have a consistent marketing strategy. This applies to your “voice,” brand name positioning, and also posting regularly on all systems where you share content. Your leads need to be able to recognize your brand right away, even when a logo isn’t present. A steady supply of top-quality content will help keep your brand name on the customers’ minds and will improve your chances of getting them to buy.

Use staff member content

It can be easy to only concentrate on getting the points-of-view of outside opinion leaders and ignore the company’s staff members. However, your employees are a great resource of information. For example, they could share their own experience in the company and why they like working there. They could also talk about new findings and trends in the Electronic Health Record software industry. If you produce a demo video, it’s a good idea to use staff instead of an outsider. This will humanize the company and will create stronger connections with your potential customers.

Use relevant keywords and phrases

Optimizing your site using search phrases and keywords is a great way to bring in organic web traffic from online search engines like Google or Bing. Do some research to find out what words your leads are using when searching online. Tools like Google Keyword Planner, Wordstream, and SEO Book will help you with this. Make sure to focus on affordable, long-tail keyword phrases.

Keep up a solid social media presence

According to research by Social Media Examiner, 92% of business owners say that social media is critical for their organizations. To remain visible in the crowded market, you need to maintain your social media presence. Make an account on all social media networks that your leads use. Have a calendar of content to keep your fans involved. Monitor the conversations raving about Electronic Health Record software industry news and give helpful comments. When you post a new blog, make sure to share it on social media. This will bring in more site traffic and will ultimately enhance your sales.

Nurture your leads with time

Standing out in a crowded Electronic Health Record software market doesn’t stop when you bring in new visitors to your site. When your marketing team puts the new prospects into the funnel, your sales team needs to nurture them to turn them into customers. Reliable Lead Nurturing happens through strategic connection, like weekly emails including relevant content that your leads might need. Be sure that each email is personalized, starting with the subject line, to it increases the click-through rate. You can also use email automation software programs from sites like HubSpot to help with the job. Nurturing your leads with a customized strategy will help your business bring in new attention in the busy marketplace.

The big takeaway

The key to remain seen in a busy Electronic Health Record software market is making it easier for you to be discovered. In contrast to pricey ads and sales calls that people don’t always find valuable, Inbound Marketing and Sales will help develop you as a leader in the Electronic Health Record software sector and attract qualified prospects to you without you connecting to them first.

We’ve worked with many Founders, CEOs, and executives to execute Inbound Methodology for their Electronic Health Record software services. Don’t hesitate to book your free strategy session to get help reviewing your methods and see how to better stand out!

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