For digital health enterprises, establishing a multi-channel B2B healthcare outreach involves a well-planned strategy that spans numerous communication channels to effectively engage potential clients, healthcare providers, and stakeholders.
Here are some key steps to consider when setting up a multi-channel B2B healthcare outreach for digital health companies:
Define Your Target Market
The first step in any healthcare outreach strategy is to define your target market. This includes segmenting your audience by factors such as geography, demographics, and psychographics. Once you have a clear understanding of who your target market is, you can begin to develop a strategy for reaching them.
Develop a Messaging Strategy
Your messaging strategy should be tailored to the specific needs of your target market. It should address their pain points and offer solutions that are relevant to their situation. Your messaging should also be consistent across all channels of communication.
Identify the Right Channels
There are a variety of channels that can be used for healthcare outreach, including traditional channels such as print and broadcast media, as well as digital channels such as social media and email marketing. The key is to identify the channels that will be most effective for reaching your target market.
Create Compelling Content
Once you have identified the right channels for reaching your target market, you need to create compelling content that will capture their attention and persuade them to take action. This content should be well-written, visually appealing, and informative.
Implement and Measure Your Strategy
After developing your healthcare outreach strategy, it is important to implement it and measure the results. This will help you to determine what is working and what needs to be improved.
Most Effective Platforms for Multi-Channel B2B Healthcare Prospecting
Email Sequences
Cold emails are still a great way to reach out to potential customers. It allows you to showcase your offering with a personal touch that can be tailored depending on the recipient’s needs. The key to success with cold emails is tailoring your message for each contact in order to maximize impact and avoid it being marked as spam.
In the example above, you might believe that if you mention well-known companies, you would be able to impress potential customers. However, this will very certainly cause your prospect to feel as though there is a significant discrepancy in the messaging that you are sending. They might get the impression that the services you offer are not relevant to them or that they won't benefit from using them.
It is essential to customize your communications in the healthcare industry via email. Compared to messages that are specifically crafted for the receiver in question, generic messages have a lower chance of eliciting a response. Be sure to add something that you have in common with the prospect or something that you know they are interested in.
In the example above, Binnovate Digital used a personalized message by employing the following: (1) scalable personalized outreach; (2) powerful and relevant case studies; and (3) a compelling call to action.
Professional networking platforms such as LinkedIn offer significant benefits for sales prospecting in the digital health industry. LinkedIn is the place where the key decision-makers and industry influencers are, as opposed to other typical social media platforms, which makes it an excellent platform to connect and engage with industry leaders.
The social listening features offered by LinkedIn make it possible for digital health suppliers to engage in conversation with potential customers and actively monitor ongoing dialogue.
The following are some examples of how LinkedIn can be utilized to reply to inquiries and requests for additional information, do follow-ups, be recommended to important decision-makers, and connect with the appropriate people:
Customer Relationship Management Systems
CRM systems are invaluable for B2B healthcare outreach. Through automated processes and workflow management, they help to streamline and optimize your multi-channel strategies. This includes personalized messaging, lead tracking, and reporting.
The benefits of using CRMs include improved customer experience, better understanding of what drives customer engagements, and increased efficiency in managing contacts.
Access Our Full Suite of Healthcare Prospecting Expertise and Tools
Remember that consistency, persistence, and adaptability are key when implementing a multi-channel B2B healthcare outreach strategy. At Binnovate Digital, you get access to a full suite of healthcare prospecting expertise and tools that can help you set up a successful multi-channel B2B healthcare outreach program. Our team is here to provide the guidance and support you need to ensure your success.
Want to see how the right tools, tech, tips, and team can be maximized for your prospecting efforts? Watch this video to learn more about how you could double your healthcare sales appointments in 4-6 weeks. We’re also available for a discovery call.