Thrilled to learn about EHR marketing? Nowadays, everybody spends a good chunk of their time on the web consuming content. Sometimes, clinicians may prefer to watch charming cat videos instead of reading over EHR research studies, but being that they already have a seat, you may as well capitalize.
EHR content does not have to be dull. In fact, you will not hold anyone’s attention the content isn’t enjoyable and engaging.
How exactly do we define fun and engaging? As it turns out, there’s some dominant strategy at work behind the scenes. Don’t worry though! We will not leave you hanging.
Let’s kick your EHR marketing strategy into high gear!
Specificity, Specificity, Specificity
EHR buyers come in all various sizes and shapes. There are medical facilities, doctors in solo practices, and even professionals. If you feed them all the same material, somebody is not going to be happy.
Everyone desires content that speaks directly to them. In fact, The American College of Physicians discovered that the least content group in their research study were the specialists. Why? Because they felt that their existing EHR or EMR were not customized to their specific niche. Do not duplicate the same mistake with your content.
Take the intel you collected on your Buyer Personas and develop content that highlights a distinct selling point. You’ll most likely feel the urge to start promoting your technology, but do not give in to temptation; remain clear of the hard sell.
Focus on Solutions, not Products
Speaking of ways to avoid the hard sell, you can never go wrong as long as you remain focused on answering your consumers’ questions. From research, you know what they’re going to ask, sometimes even before they do. Empathize with their pain and point them in the right direction.
Be careful though. Pointing customers in the best direction is not just taking a radiant neon arrow and directing it squarely at your company (that comes later on). The solution to their present issue may merely be a few tips on ways to minimize data entry mistakes. You cannot offer somebody a total remodeling when all they want is the kitchen sink. However, if you develop sufficient trust, you can get them to reassess.
Basic solutions are still solutions. You should not feel like you have to solve all your customer’s problems in one fell swoop.
Remind Them That You’re There to Help
Reading is not usually deemed a conversational activity. After all, readers typically don’t have the chance to interact directly with the author.
Content, on the other hand, is an entirely different story. There are virtually no barriers. Readers and writers can earnestly interact through social networks, e-mails, and even the comment section of a blog.
Active reader engagement won’t come if you don’t give them a few mild (but obvious) nudges. This is where a brilliant call-to-action really shines. Whether you want visitors to download a Premium Content Offer, or register for a newsletter, you need to devise a message that thrills them.
What entices a potential customer will be dependent on their specific Buyer Persona. When you have them hooked, continue to support the relationship with the consultative technique that attracted them in the very first place. Likewise, don’t hesitate to mention additional calls-to-action after they’ve accepted a deal. If they like your eBook, there’s a great chance they’ll appreciate another one, and even a free consultation (yeah!).
The Bottom Line
A specific, focused content strategy resonates with physicians and clinicians. It speaks their language, offers the beginnings of a solution, and reels them in for more. Haphazard, generalized product won’t work.
Developing an EHR content strategy on your own can be a daunting task if you are new to the game. Teaming up with a content provider might be an option worth looking into.
To learn about what’s needed to develop an effective Content and Inbound Strategy, grab our free eBook here!
If you have any questions about how to get started with an Inbound Strategy for your EHR company, don’t be shy, reserve a time to speak with us here. We’re happy to help!