4 Ways the Healthcare Industry Can Engage Millennials

4 Ways the Healthcare Industry Can Engage Millennials

Millennials are the fastest growing population in the U.S. and represent 83.1 million, exceeding Generation X and baby boomers alike, according to analysis of U.S. Census Bureau data by the Pew Research Center

When it comes to healthcare marketing however, healthcare systems must find new ways to engage with consumers to reduce attrition, lower costs and improve their scores.

Millennials are unlike other generations. They want their healthcare to be convenient, quick, cost-efficient and consumer-focused. They want to read online reviews of doctors, find credible health information, make doctor’s appointments and find out what their health insurance plan covers—with one swipe on mobile and without having to talk to a customer service representative or medical staff.

Unlike baby boomers and seniors, millennials also lack loyalty and will find a new doctor or a new health insurance plan that’s more affordable.

Here, read on for 4 ways healthcare marketers can engage millennials.

How Healthcare Can Engage Millenials

1. Create the Right Content

According to 2015 survey by ZocDoc, more than 50% of millenials say they see a doctor less than once a year, which means they’re probably missing out on preventative healthcare screenings, which could lead to costly hospital admissions and claims.

What’s more, millenials are more likely to turn to WebMD to self-diagnose or brand journalism sites like Cleveland Clinic’s Health Essentials for the latest health news and tips.

Instead of static, condition-focused health content, healthcare systems need to establish themselves as trusted authorities by creating timely, relevant, newsworthy content several times a week with their consumers in mind.

2. Prioritize Healthcare Video Marketing

Video marketing is one of the most effective tactics healthcare systems can use to engage millennials and foster loyalty. Healthcare systems can produce welcome messages, informational videos about certain health conditions, patient stories and testimonials or physician profiles. The key is to keep it short—less than 90 seconds is ideal.

3. Offer Wellness Plans

When it comes to engaging millennials, wellness plans work

When UnitedHealth Group implemented Rewards for Health, a plan which gives employees the opportunity to reduce their insurance premiums by up $1,200 per family per year for having health screenings or achieving health goals, it resulted in improved workforce health and $107 million in savings within 3 year

Wellness plans vary but rewarding millenials for taking control of their health with gift cards, cash rewards or premium discounts can be an effective way to foster engagement.

4. Target Them With The Right Channels

By using data like demographics and opt-in preferences, healthcare systems can target millennials through the channels they prefer and are more likely to engage in such as email, social media, SMS and push notifications via an app.

In fact, 71 percent of millennials want to use a mobile app to book doctor’s appointments, share health data and manage preventive care, according to a 2015 joint survey by Salesforce and the Harris Poll

6 Effective Ways To Market Your Medical Practice

6 Effective Ways To Market Your Medical Practice

Gone are the days when world-class doctors, reputation and referrals alone were enough for medical practices to have a steady flow of patients walking through the door.

 

In the ever-changing landscape of healthcare, doctors need to be smart and savvy when it comes to medical marketing. They need to use marketing strategies and tactics that will attract and retain new patients, reduce attrition and help their practices grow.

 

Here, read on for 6 proven ways to use marketing to grow your medical practice this year.

 

1. Create content

According to a report by Healthcare Insight, approximately 73 percent of healthcare marketers use content marketing and for good reason.

 

Posting well-researched, engaging content at least two to three times a week is one of the best ways to market to both new and existing patients.

 

But don’t stop at your blog. Offer a free report to those who opt-in to your mailing list, an e-book or post regular videos.

 

2. Strategically use social media

 

You might think that Facebook is the best place to share content and advertise, but that might not be the best channel to market your practice.

 

First find out where your current and prospective patients hang out. If you’re trying to market to those between 18 and 29 years old, Facebook is probably the way to go, but not so for Medicare patients, for example.

 

3. Show off

When patients look for a new doctor, they crave authenticity, transparency and trust. Referrals are always best but if they’re searching online, they’ll look for reviews and what people say on social media.

 

Testimonials can help too, and although many medical practices will include them on their websites, most fail to include stories, or case studies, about how they helped a patient find a cure for their fatigue or prevent a heart attack, for example.

 

4. Host an event.

When patients have the opportunity to meet their physicians, they’ll feel more comfortable with receiving care.

 

In fact, 85 percent of people said it’s important to have a doctor who listens to them and 71 percent said they want a doctor who is caring and compassionate, a study in the Journal of Participatory Medicine found.

 

Aim to have an event at least once a month at your practice, at the local chamber of commerce office or the local library.

 

Host casual meet and greets and special events to present a timely and relevant topic that your patients want to know, such as “5 Myths About IVF,” or “How to Optimize Your Fertility.”

 

Cater the food and wine, have a raffle and ask everyone to bring a friend to increase your referrals.

 

5. Send direct mail.

 

Direct mail is not dead. In fact, in 2015, direct mail volume was down but data spend saw an increase. Take advantage of newcomer’s clubs or purchase lists and send a letter and a brochure about your practice.

 

Although you may not see an immediate flood of calls, people keep paper and will call when they need you. Include information about the doctors, their services and what patients can expect.

 

6. Keep in touch.

 

Medical practices need to think like brands and make patient loyalty a priority. Patients want to feel that their physicians actually care so think about special opportunities throughout the year to keep patients engaged.

 

Send cards for birthdays and anniversaries, SMS or direct mail reminders for annual wellness visits, mammograms and prostate screenings or a monthly newsletter with targeted health tips.

How to Pitch the Media: 10 No-Fail Strategies

How to Pitch the Media: 10 No-Fail Strategies

If you’re part of an internal public relations team or represent clients, you know one of the biggest challenges you face is how to get the media interested in your stories, your products and your campaigns.

You might work for weeks at pitching and then cross your fingers and hope to get those coveted media hits.

How to write a pitch and get the media’s attention is something I’m asked to speak about frequently. In fact, last month I was a guest panelist for the Public Relations Society of America New York Chapter’s Meet the Media: Healthcare event.

unnamed                                                                      Credit: Cherry Dumaual

I enjoyed speaking with the public relations teams about the types of stories I write, what journalists look for in pitches and how to get placement. Here are some tips we spoke about and a few more.

1. Know your audience.
You might think you have the most exciting new product or irresistible story idea but if you’re sending the same pitch to every single outlet, you’ll get nowhere fast.

Each outlet you pitch has an audience with their own unique demographics and drivers so the stories they decide to cover must be written for them. Sure, you might pitch a health story but it must be different enough that their competition won’t also be interested.

  • Before you pitch, ask yourself:
  • What does this outlet cover?
  • If it’s a freelancer, what outlets does this person write for?
  • Will they be interested in this story?
  • Has this person already covered this story?
  • What makes my pitch unique?
  • Is it newsworthy or new?
  • Is it timely and relevant?
  • Am I pitching a product when this reporter doesn’t write about products?
  • Am I leading with a product when I know they won’t mention the product?

Do your research first and make sure your pitch is perfectly suited and personalized for the media outlet and the journalist you’re pitching.

2. Cut to the chase.
According to a survey by ISEBOX.com, 52% of journalists write at least 5 articles per week so suffice it to say they have less than a minute to scan your email and decide if it’s a good idea or not.

Don’t take two paragraphs to get to the point and don’t bury the lede. If you can’t get to the hook within the first 2 to 3 sentences, your email will probably end up in the trash.  

3. Write a strong subject line.
With dozens, if not hundreds of emails filling up a reporter’s inbox everyday, it’s easy for your pitch to get lost if it doesn’t grab their attention. You want to make sure that your subject line summarizes the story idea in as few words as possible and is interesting enough for them to open.

Avoid these headlines:

  • Quick question for you
  • Expert available
  • Great story!
  • How to lose weight (or anything generic)
  • Breast cancer awareness month or New Year’s Resolutions
  • Connecting: story idea
  • John, can you chat?
  • What’s in your food? Pesticides (really, no way!)

4. Make it easy.

The reporter you pitch doesn’t always have the time to dig further into a story idea and see if it’s worth pitching to their editor or producer.

They might be interested in your story but they need to know why? why now? and why you or your client?

Make it easy for them and cite new studies, surveys or quotes from experts proving this idea is newsworthy.

5. Don’t pitch topics, pitch stories.

Here are some examples of ineffective pitches I recently received. The reason they don’t work is because they are topics, not stories:

  • October is National Pregnancy and Infant Loss Awareness Month
  • Story: Children’s Health During Back to School
  • Flu myths…
  • Staying Sane During The Holidays
  • Toddlers and Fussy Eating

These are much better:

  • 6 Food Myths That Are Making Kids Fat
  • 6 Worrisome Vaginal Issues
  • New Data: Sleep Problems for New Parents

6. Write content.

It’s no longer enough to simply be an expert, you need to think of yourself as a publisher too. Content marketing and public relations go hand in hand.

Writing your own content will establish your company as a thought leader, build brand awareness and help reporters searching for a source find you.

7. Offer video.
If your goal is to be on TV, you need to show the producer you’re pitching that you have the chops to pull off an appearance. If you don’t have links to prior appearances, then shoot your own video.

Even if you’re simply pitching a story for a print or web article, video can show the outlet that you know how to give a great interview.

8. Be available and reliable.
If you respond to a HARO or tell the outlet that your expert is available for an interview, do everything in your power to make sure he is ready at any given moment.

Journalists work quickly and have fast deadlines so if your source isn’t available, they’ll find someone right away who is.

9. Offer a unique point of view.
Reporters always need to write balanced stories and one of the best ways to land an interview is to pitch a strong perspective.

For example, when an executive pitched me “the dirty little secret” of a particular medical sector, I had him on the phone immediately. Another time, a doctor pitched me the downsides of a diagnostic tool and it made for a strong story.

10. Conduct your own interview.
One of the best ways to uncover great story ideas is simply to ask. After I interview a source, I always ask, what are you working on? and what trends do you see?

Instead of pitching only the stories your client has on their agenda, take some time to interview them about what they’re currently passionate about and you’ll come up with plenty of new story ideas to pitch

How To Sell the Healthcare C-Suite On Content Marketing

How To Sell the Healthcare C-Suite On Content Marketing

It’s one of the biggest challenges my clients face: how to get their c-level executives to buy into the value of content marketing.

 

Healthcare technology start-ups are more likely to be early adopters but for large hospitals, physician practices and health insurance plans, getting c-suite buy-in is still a challenge for many healthcare marketers.


Without your executives on board, you’ve got your hands tied when it comes to getting the budget approved, recruiting doctors and other key players to contribute and share content, and most importantly, meeting your sales goals.


Although selling your c-suite on content marketing may initially be an obstacle, there are several strategies you can use to get them to sign off in no time.

 

Pitch the “why”
In your initial meetings, think of yourself as a publicist pitching a story idea to the media. Just like journalists, editors and producers, your executives need to know why in order to say yes.
You must make a compelling business case for content marketing and list of all the reasons they need to start now. They must know why relevant, timely stories are vital for lead generation, acquisition and retention and why one-way marketing and advertising alone is no longer enough.

 

Use data
Do your own research and pull together surveys, white papers and special reports that point to the value of content marketing and how other businesses like yours get results.

 

Explain how you’ll do it
Once you have your content marketing strategy and buyer personas in place, share the tactics you plan to use to attract and retain customers. Make sure however, that each type of content you plan to create is connected with your company’s overall objectives to build brand awareness, strengthen credibility and grow revenue, for example.

 

Show them the competition
Your c-suite knows they must keep up with the ever-changing landscape of healthcare and one of their pain points is being left behind. To make your case even stronger, show them examples of how your competitors are using content marketing to get results.

Explain ROI
Before they make any business decision, your executives must know what their return on investment will be. When it comes to content marketing however, it’s not always so clear-cut. Unlike a one-time marketing campaign or an ad, content marketing is a long-term strategy that takes time to attract, convert and retain buyers.


Keep in mind that your executives also don’t care about page views, click rates or social shares, although they do pay attention to traffic.


According to a report by True North Custom, about 43 percent of healthcare executives said that measuring the effectiveness of their content was one of their most significant challenges and nearly 80 percent use website traffic to measure content marketing success. They also want to know how content marketing will engage their buyers, build brand awareness, forge relationships and foster loyalty.


Although it will probably take time to get a 100 percent buy-in from your executives, when they start to see results from your initial efforts, your business case will be even stronger and they’ll be more engaged than ever.

6 Mistakes Healthcare Marketers Make

6 Mistakes Healthcare Marketers Make

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.

7 Common Mistakes Doctors Should Avoid in Media Interviews

7 Common Mistakes Doctors Should Avoid in Media Interviews

Landing an interview for one of your doctors with a national news site, a morning news show or a popular magazine is always a public relations win. It’s good for brand awareness, lead generation and sales. And when you give the media a source they can rely on, they will be more likely to call on you the next time they need a source.

Yet let’s face it, doctors are a unique set. They may be smart, have years of experience and some are even published authors, but when it comes to giving interviews, it’s not always their strong suit.

Here, read on for 7 common mistakes doctors should avoid when they give interviews.

1. No preparation.

When it comes to giving phone interviews for print or online outlets in particular, it’s common for physicians to show up unprepared. They don’t know what the story is about, the name of the outlet and if it will be a print or online story.

Watch any morning news show that includes sit-down interviews with doctors however, and you’ll see that they’re pros. Although the producer has likely provided them with talking points, these physicians have done their homework and know how to give a great interview. They know how to field questions and bring their A-game.

When you land an interview for your organization, it doesn’t matter who the outlet is or where will it be seen. Make sure your doctors know all the details ahead of time and encourage them to do additional research so they will be a shining source. After all, they’re the experts.

2. Boring the audience.

Your doctor might be the leading expert on a certain disease or health condition, but if she cannot deliver the information in an interesting, engaging way, the story falls flat. On TV and radio, the audience will be bored to tears and in print or online, their quotes might be weak or paraphrased.

Find a consultant who provides media training to help your source or at the very least, rehearse with her beforehand.

3. Talking on and on.

Some doctors love to talk and in fact, that’s probably why you chose them to be sources in the first place. Although your physician shouldn’t give one-word answers, he should answer the questions in sound bites, regardless of the format. Getting succinct quotes and quick sound bites always makes the story shine.

4. Dumbing it down or making it too complicated.

When your physician gives an interview with a health journalist, there’s no need to clarify abbreviations like ICSI or explain what the microbiome is. The reporter speaks your language and they will ask for clarification if necessary.

On the other hand, make sure the physician avoids medical jargon because the reporter isn’t likely to include a quote that includes words like “immunocompromised” or “cryopreservation.” The same goes when your doctor gives a TV or radio interview: KISS—keep it simple, stupid.

5. Having an agenda.

Even if they come prepared, it’s common for doctors to veer off course and talk about what they think the story should be. This can certainly give the reporter ideas for another story, but make sure they know to leave those ideas until the end of the interview.

6. Plugging your company.

When giving interviews, a physician may be asked to talk about what she sees as a trend or what common practice is at their hospital. Yet this isn’t an opportunity to sneak in a shameless plug. Unless the story is about the hospital itself, the interviewee knows who the doctor is and will not talk about how great your company is.

 7. No added value.

The last question I always ask on interviews is, “Is there anything else that’s important?” When I ask this one simple question, 9 times out of 10 I get some of the best information of the entire interview, something I never thought of or an entirely new story idea.

Before any interview, advise your physician to have additional thoughts or ideas prepared. If he can give the reporter something extra and of value, chances are he’ll be called again for future stories.

10 Questions To Help You Discover Press Release Ideas

10 Questions To Help You Discover Press Release Ideas

Although there are so many ways journalists, editors and producers find story ideas, the press release is still a tried and true method for getting the media’s attention, especially for healthcare companies who have new studies, survey data and stories to pitch.

 

In fact, 70 percent of reporters use press releases to get supporting facts and 66 percent use them for interesting story angles, a Business Wire Media survey found.

 

Not only do trade outlets and business journals need these types of stories to keep their readers up-to-date on industry happenings, but simply distributing a press release is good for SEO and brand awareness. Although you certainly don’t want to inundate the media with tons of emails, you should aim to send a press release at least once a month.

 

But what if you don’t have anything “new” or news-worthy to write a press release about? No problem. Here are 10 questions your team should be asking to uncover new ideas.

 

1. Has your company hired a new C-level executive, recruited a new employee from a competitor or promoted a key player?

 

2. Have you seen an increase in your quarterly sales or a surge in stock value?

 

3. Will you roll out a new product or service?

 

4. Have you expanded into a new market, merged or acquired another business?

 

5. Have a forged a strategic partnership?

 

6. Have you implemented a new way to reduce costs, improve customer retention or increase ROI?

 

7. Is your company hosting an event or attending a conference or trade show?

 

8. Do you have a new spokesperson or are you partnering with a celebrity for a new campaign?

 

9. Has your company earned a ranking or special recognition?

 

10. Have you teamed up with a non-profit or are you participating in a charity event?

5 Content marketing tips for healthcare companies

5 Content marketing tips for healthcare companies

More and more healthcare companies are making content marketing a priority, which is a good thing since the healthcare industry is notorious for lagging behind.

Yet just because it’s important, doesn’t mean your healthcare organization should move full force ahead. In fact, only 30 percent of B2B marketers say their organizations are effective at content marketing, according to a report by the Content Marketing Institute.

Here, read on for some ways your healthcare company can executive your content marketing strategy in a smart way, create content you can repurpose and give your business a big boost.


1. Pull together buyer personas

Flesh out your buyer personas so you know exactly who your customers are, what they need and how fill the void. Having buyer personas complete will also guide you as you create every piece of content and help you effectively target your prospects.


2. Create an editorial calendar

Your team might be strapped for time, but you can’t expect to write great content without an editorial calendar. You might be a healthcare marketer, but you need to think like a publisher.

Set a regular meeting to brainstorm ideas with your team and create an editorial calendar with at least three months worth of content. The calendar should include the story title, the type of content, the word count, keywords, who is responsible for writing it, the deadline, the date it’s scheduled to post and the channels.


3.
Tell stories, not testimonials

Testimonials are an effective way to show prospective clients how you changed their lives but a one or two sentence quote won’t cut it. You need case studies to show your leads that your company has helped other clients just like them.

Whether it’s a patient story that makes them fill up with tears of joy or a case study about how you helped your clients increase revenue and save time, make sure you have stories that make your leads take action.


4. Repurpose and repeat

Just because you write a series of blog posts or a white paper, doesn’t mean it’s one and done.

Find ways to make your content work for you by repurposing it over and over again. Turn a bunch of related blog posts into an e-book or a white paper into a series of blog posts. Or pitch thought leadership articles, case studies and infographics to the media.


5. Keep a content inventory

Keeping tabs on your content can inform your content marketing strategy going forward. When creating your spreadsheet, include data like the URL, type, page title, post date, page views, unique visitors and social shares.

5 Ways healthcare startups can get media coverage

5 Ways healthcare startups can get media coverage

This is a special guest post by Amanda Conroy, intern for Revelant Writing, LLC

Whether you’re about to launch your healthcare startup or you’ve been in business for a few years, getting media coverage should be part of your business plan. A healthy dose of public relations builds brand awareness, establishes thought leadership and drives traffic to your site.

Yet simply issuing a press release to announce your launch isn’t enough. You need to figure out what your story is, why anybody cares and the best way to tell it.

Here, find out what media outlets really look for when they decide to run a story and how you can get the coverage your healthcare startup needs.

1. Pitch stories, not sources

Ask any journalist and they’ll tell you that they get hundreds of pitches each week from public relations firms and about 99 percent of those emails are either left unopened or deleted.

Why? Because many of these publicists make one crucial mistake: they pitch their clients, not their clients’ stories.

Journalists, editors and producers have a long list of go-to experts that they can usually get on the phone for an interview within minutes.

What they really need however, are stories. But not just any story. They need stories that have a unique perspective, a fresh spin and are relevant to their readers.

So instead of simply issuing your press release and crossing your fingers, think about what your company’s story is or how you can contribute to the conversation in a way that hasn’t been covered before.

2. Establish thought leadership

To establish credibility and build brand awareness, have your marketing team ghostwrite thought leadership articles and pitch them to trade outlets.

Research several potential outlets and study their content. Look at the types of stories they run, the average word count and the style and tone. Most outlets have guidelines for guest contributors which will also give you an idea about what they look for.

Most importantly however, is to think about the challenges your industry faces and offer real solutions that no one else is talking about.

3. Think like a publisher

Smart healthcare startups know that consistently creating content is necessary for brand awareness, SEO and generating leads. As you hire your marketing team, you will need to create buyer personas, a content marketing strategy, an editorial calendar and an inventory of your content.

If that seems too advantageous right now however, focus on writing at least two blog posts a week and share them on social media.

4. Offer a study or survey data

Just as healthcare startups thrive on data, journalists, editors and producers also rely on the numbers to make a story timely, relevant and credible. Whether it’s the results of a clinical trial, a new study or survey data, make sure you lead with data.

5. Foster relationships

Don’t worry too much about not having media contacts because if you have a great story, a journalist will be interested. In fact, according to a survey by Muck Rack, 91 percent of journalists respond to PR people they don’t know.

When you have had your first placement, find opportunities to keep the momentum going. Whether you received another round of VC funding, hired an executive or developed a new product, continue to pitch the media.

Once you’ve been interviewed for a story, a journalist will be much more likely to contact you again if you can offer great ideas, contribute to the conversation and know how to give a great interview. Also, make it a point to read their stories and follow them on social media to understand the types of stories they write.

4 Tips for healthcare marketing case studies that convert

4 Tips for healthcare marketing case studies that convert

In today’s competitive healthcare space where consumers are empowered with choices about the providers and health insurance plans they choose, it’s more important than ever for healthcare marketers to connect with their leads on a personal level.

Whether you’re a hospital, a private practice, a health insurance plan or B2B healthcare brand, the best way to build your credibility and validate results is with case studies.

Yet not every patient, member or client will be the right customer to feature.

Before putting an ask out to any customer, there is some work you must do ahead of time to ensure that you not only have the right customer, but that your case studies will be a powerful tool to convert prospects. Here are 4 tips to get your started.

1. Let your personas be your guide.

Casting a wide net and trying to target every visitor that clicks on your site is a fruitless effort.

The same goes for case studies.

When you start to identify potential customers for your case studies, it’s vital that you know who your buyers are, what are the specific challenges they face and what their objections are to what you offer.

Then when you talk to your physicians or your sales reps, you’ll be able to tell them the type of customer you need instead of asking for any customer who is willing.

2. Amazing doesn’t cut it.

Just because one of your physicians has a great relationship with a certain patient doesn’t mean that person will be a good fit.

When looking for customers to feature, make sure they have a good story to tell. Sure, maybe the patient improved her cholesterol numbers or lost 50 pounds, but if there’s nothing else that makes the story compelling or your leads can’t connect with the story, it will make closing the deal that much harder.

3. Do a pre-interview.

The customer you have chosen might sound great on paper but when you get him on the phone, he’s either not willing to share as much as you thought he would or it feels like pulling teeth to get the information out of him.

One of the best ways to make sure you get what you need is to send the questions ahead of time so your customer can prepare or conduct a pre-interview to vet customers before making a final selection.

What’s more, when it comes to B2B, many companies have legal departments to contend with or have restrictions on what they will and will not talk about. Although it may not be a deal breaker, you should know ahead of time what is off limits so you’ll know how the story will pan out.

4. Be transparent.

When I was writing case studies for a client, the doctor who was asked to find a patient said that he had a great patient for me to interview. But once I got the patient on the phone, she didn’t want to use her name, reveal her profession or talk about her health condition. The result? A boring, bare bones story that did nothing to help them close deals.

So whether it’s one of your physicians or a sales representative, make sure that they explain to your customer exactly what the case study will be used for and what they will be asked.