Getting Started with Your HealthTech Marketing Strategy
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In the past, we’ve talked about the importance of crafting a powerful and workable marketing strategy. The healthtech industry in particular can be a challenging one to work in as you need to distill complex technologies and solutions down into manageable and easy-to-understand snippets for both B2B and B2C customers.
But how do you actually create attainable marketing goals? No matter what you have to sell, your marketing goals need to follow the SMART framework, in that they should be:
- Specific
- Measurable
- Attainable
- Relevant and
- Timely
But beyond being a cute acronym, how do you measure your goals? How do you create a solid timeframe that your team can work with?
Begin With Your Mission in Mind
We recommend that you begin with your mission in mind, breaking down each initiative into attainable, bite-sized goals that take no longer than three months to complete. This allows you to have four quarters of the year to meet, realign, get clarity and gauge results. You’re able to measure things much more precisely and effectively within the span of 12 weeks as opposed to one year.
Add a KPI to Each Goal
A KPI or Key Performance Indicator, will tell you how close you are to your goal, both in terms of the effort that it takes as well as the effectiveness of the goal in terms of improvement. Determine a goal to aim for and how you’ll measure its effectiveness. Once that framework is laid out, it’s crucial to share those goals with your marketing and sales teams so that everyone can be on the same page. Not only does it keep everyone in the loop but it also gives you accountability and support as you work toward achieving it!
A Closer Look at Content
Your content is the cornerstone of your health tech company, and as such, it’s important to look at how it can be reused and repurposed to help you in your marketing goals. Take a look at current content assets that you have — including things like your blog, any white papers, charts or other research that your device or solution has been featured in.
There are many different ways that you can leverage your content in email marketing, social media, paid ads and much more. Of course, it’s not just a matter of putting out a single piece of content and hoping for the best. Health tech companies that want to stay top-of-mind with their prospects and convert them into customers need to consistently promote themselves and their content in a way that reaches the right audience and gets them eager to want more.
Creating Your Funnel
Not all content is created equal. In the customer’s journey, they’ll move from awareness (learning about your brand for the first time) to action as part of your marketing funnel. Some will invariably fall out of the funnel at different stages, however there are three main groups of content that are designed to keep them attracted and engaged at each step, including:
Top of Funnel Content
Top of funnel (also called TOFU) content is designed to get people to take the next step in the funnel. This content is primarily concerned with building brand awareness. Who are you? What do you have to offer? Why should I care?
Middle of Funnel Content
Middle of funnel content (unsurprisingly called MOFU) is about getting the person to take an action — usually this means signing up for your email list to download a white paper or some other free item. They’re considering your solution at this stage. How does it compare to others out there? Why choose you?
Bottom of Funnel Content
Bottom of funnel content (BOFU) is the decision-making stage. This is where people sign up for your service, you close a deal, or they have a conversation with your representative. Even after the sale or the deal has closed, you’re still not done, because there’s after-sales service, consultations and other avenues you can take to reinforce that choosing your company was the best option.
At Workdom, we can help! We work with a number of health technology companies in creating powerful, measurable content strategies that help you grow your audience and your profits using proven content marketing methods that work! Contact us today to learn more and let’s work together to help promote your solution and grow your customer base!
