HCP Advertising, Part 5: Optimizing Your Digital Marketing Strategy for Healthcare Providers
This is the final installment of our 5-part series about HCP advertising and marketing. Part 1 covers healthcare marketing segmentation for your target audiences. Part 2 explains how to create good content, followed by part 3, which discusses the best platforms to use to promote said content. Finally, we round out the series with part 4, which explains the ideal nurture strategy, and end with this part, on measuring, optimizing, and replicating results.
One of the great benefits of digital marketing initiatives is that they don’t just produce results–they produce data. You can track blog post views, the success of ad creatives, eBook downloads, and email opens. Most digital platforms offer rich analytics to help you understand how many people interact with your content and who those people are.
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How to Optimize Your Digital Marketing Strategy for Healthcare Providers
First, consider how far down the marketing funnel you can track:
- Impressions, clicks, and page views
- Marketing qualified inquiries (MQIs)
- Marketing qualified leads (MQLs)
- Sales qualified leads (SQLs)
- Sales qualified opportunities (SQO)
Pay Attention to the Data
Once you have all that data – pay attention to it.
Analyze what’s working, apply those insights to all future campaigns, and use them to refine and optimize existing campaigns. The more you learn what your audience responds to, the better your future campaigns will perform. And paying attention to which platforms and strategies get the best results enables you to weed out those that cost more than they’re worth.
We typically build a matrix that organizes marketing spend and leads across campaigns and platforms. We consider campaigns the call to action, such as “get a demo” or “download the eBook.” Then we compare how each performed across the various platforms, which is the method you used to distribute that campaign, such as Google Ads, organic search, etc. In the end, it looks a little something like this:
Organizing your data this way makes it easier to see what’s working (and what isn’t) to better optimize and strategize moving forward. It also makes it simpler to do more nuanced analysis to answer questions like:
- Which is the best platform and or campaign to bring in net new leads?
- Which topics are best at pushing prospects down the funnel?
- Which platform brings in the highest qualified leads?
- …and so no…
Should I run an A/B test?
This is a question we get often. And, of course, you should be testing all the time – but it’s more important to run tests to support impactful decisions rather than just meaningless noise.
For example, no one cares whether the button color is blue or orange – what matters is the offer. Test things like:
- CTAs, such as “get a demo” vs. “talk to an expert.”
- Language, like how clinical you should be or around specialty-relevant themes.
- Platforms to see where your target specialty is hanging out online.
Also, keep in mind that niche healthcare provider audiences, especially ones that target specialties, are often too small to get statistically relevant information quickly. It’s best to test things and make inferences based on the results than waiting to get enough data to make the decision for you.
Conversions aren’t being highly impacted by button color. If you’re going to run A/B tests, run ones that will help you drive critical decision-making across campaigns and strategy.
Keep At It
Content marketing works best when you keep at it. It’s the kind of strategy that builds cumulative results over time. So, don’t stop at one campaign—apply what you learned to the next, and then the one after that, and so on. Never stop learning and adjusting.
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Get an Expert Partner for Your Digital Marketing Strategy for Healthcare
Marketing to healthcare providers has changed a lot in the last couple of years. For one thing, the pandemic shifted most of the process online, and as a result, HCP behaviors and expectations have changed.
That doesn’t mean all in-person sales opportunities are gone. But digital undoubtedly must be a part of any strategic healthcare marketing initiative moving forward. These trends have a learning curve, so it helps to work with someone who not only has extensive experience with digital marketing channels and strategies, but also knows your market specifically.
That’s where we come in.
Let Us Build Your Digital Marketing Strategy for Healthcare Providers
At glassCanopy we can help you create content, launch campaigns, and optimize marketing operations every quarter. We make it possible for you to accomplish this by taking on the heavy lifting: conceptualization, research, writing, design, and development. All you have to do is provide feedback.
We use our expertise to create eBooks and campaigns integrated into a lead generation machine we run for you. We handle it all:
- Content creation
- Ad buy planning and execution
- Landing page and banner design
- Integrating with your CRM and marketing automation
- Lead nurture campaigns
- Closed-loop analytics, reporting, and optimization