Ask any doctor or clinician, and they’ll tell you that they’re always searching for a much better EMR sales option. This is true even for those who currently have a system in place. According to Software Advice, 2015 was the first year that the number of clinicians planning to change their existing EMRs went beyond the variety of clinicians making a first-time purchase.
For EMR sales online marketers, this presents a great chance to take advantage of a growing field of hungry potential customers. Although as you know, the EMR market is flooded with competitors, so consumers have no lack of options.
How do you grab and hold the attention of these EMR sales leads? There’s no magical panacea, but we do have three recommendations that have their own kind of magic.
Know Your Buyers Inside and Out
You’ve researched what the competitors’ strengths and weaknesses are. Your EMR software application is now more practical and cost-effective than ever. Its quality alone should have every clinician’s mouth watering. However, things are never that simple.
In a congested market, it is simple to get lost in the shuffle. You wish to stand out, but bombarding prospective clients with company-focused products will only bury you much deeper. Prospects want to talk about their issues and interests. To get on the same page, you’ll require an in-depth understanding of who your buyers are.
Structuring Buyer Personas and plotting the matching Buyer Journeys are top concerns. After you have gathered this information, you’ll have a clear idea of precisely what questions your clients will ask when they’ll ask them. This will likewise help you structure a targeted content strategy.
Continue to Educate and Nurture Your Clients
EMR is changing quickly… all the time. It is difficult enough for those in the know to stay up to date with the changing requirements of meaningful use. Busy doctors are going to need all the aid they can get.
It’s great to offer potential customers with beneficial information that gives them short-term relief, but their pain will only be minimized if it is treated consistently. Keep them up-to-date on the most recent and most valuable details. This could be through a newsletter, a tailored e-mail, or a post.
Even in cases where you have successfully converted a lead into a happy customer, you shouldn’t take their satisfaction for granted. Absence does not make the heart grow fonder. Keep in touch.
Think of the Long-term
You are a savvy marketing professional, so you already know the significance of long-term strategy. Still, we can never understate the value of persistence.
Being customer-centered requires a consultative technique that concentrates on active listening and less on selling. In reality, when initially reaching out to potential customers, it is best to avoid offering anything. This concept might seem a little foreign, however, it pays off (literally) in the long-run.
When a potential client feels that they’ve been heard, they will be more willing to listen to what you have to say about your EMR. After all, you’ve shown them that you sincerely care about fixing their problems.
Slow (but not too slow) and steady wins the race.
Attracting and nurturing new leads hinges on your ability to be an efficient educator. Numerous physicians and clinicians are already disappointed with their existing EMRs. It is essential to communicate that your solution will not put them through the usual pains and disappointments.
With a thorough understanding of your buyers, content creation can work as a bridge that connects prospects to your company. If you decide to utilize a content strategy, keep in mind that putting prospects on the path to a solution is the name of the game. Keep the concentration on the customer, not your company.
If you have any questions about ways to start with an Inbound Strategy for your EMR business, don’t be shy, reserve a time to speak with us here. We’re pleased to help!