As a healthcare marketing executive, you’re trying to juggle a ton of tasks every day. Between lead generation and conversion, to your content marketing strategy and brainstorming ideas for your editorial calendar, you’re constantly trying to prioritize which tactics will be give you the best ROI.
Yet since your team is stretched so thin, it’s easy to forget about the bigger picture and make mistakes that can hurt your bottom line.
Here are 6 mistakes healthcare marketers make and how to solve them—stat.
1. You don’t have c-suite buy in.
One of the biggest challenges healthcare marketers face is getting their c-suite to buy into content marketing. Particularly in hospitals or large healthcare systems where content marketing is a new idea, it can be a hard sell.
One of the best ways to get your c-level executives hot on the idea of content marketing is to build a business case for it by showing them that one-way marketing, regardless of industry, is no longer effective.
Creating relevant, timely stories is vital for lead generation, acquisition and retention. Another way to get them on board is with case studies and examples of how their competitors have used content marketing to generate revenue.
2. No content marketing strategy.
According to the Content Marketing Institute’s 2016 report, B2B Content Marketing Benchmarks, Budgets, and Trends—North America, only 32 percent of B2B marketers have a documented content marketing strategy even though 85 percent of respondents cite lead generation as their most important goal.
Just as you have a business plan and a marketing plan, your team must develop a content marketing strategy if you want to get c-suite buy in, get your allocated budget for content marketing approved and ultimately follow through on your goal to drive sales.
3. No buyer personas.
You may understand who your customers are, but without documented buyer personas, no one on your team will be able to create content that truly speaks to your leads.
Buyer personas should include demographics, identifiers, goals, challenges and pain points, how you help solve their problems as well as their common objections.
You should also take the time to conduct interviews with your customers so you can compile quotes and understand what they need from you. Check out Xtensio, a tool that can help you create your buyer personas easily.
4. You don’t give the media what they need.
When I was recently working on a story for a national magazine, I tweeted a company because after checking their website, LinkedIn and press releases, nowhere did they list the name of the person who handled public relations.
After I explained that I was interested in featuring their business in the story, they directed me to a search capability on their website and refused to put me in contact with their public relations department.
If you want to get media coverage, make it easy for the media to find you. Make sure your website includes the name of the person or people who handle PR on your website and in your press releases and make sure those people include their titles on their LinkedIn and Twitter profiles.
5. Social media is subpar.
According to a report by Expio, 41 percent of patients use social media to choose a specific hospital or medical facility yet social media for lead generation is still one of the areas where many healthcare organizations lag behind.
Be sure to share relevant and timely health content, including case studies and videos, at least 3 times a day and make it a point to engage with your followers.
6. You hire any freelance writer or you do it yourself.
If you don’t have a team of writers, or a colleague who only handles content marketing, it will be impossible to get it all done. What’s more, when you’re so close to your business, it’s impossible to give your content the fresh perspective you need to generate leads.
When you search for a freelance writer, make sure you hire someone who writes for the healthcare industry, understands your business and can take all of your great thoughts and make them work for you.