It’s no secret that healthtech companies were thrust into the spotlight before they were well and truly ready. With COVID becoming an ever-present threat on a global scale, many healthtech companies had to act, and react, quickly. As such, customer retention has become a relatively new phenomenon for them, particularly because they’ve had to work so hard to shore up their offer in such a way that it attracted customers quickly — and often before it was truly ready for prime-time.
The good news is that many companies have gone through the same unsteady steps as they work to make their offer more visible and attractive to customers. Retaining those customers often seems like more of an afterthought than a key piece of the marketing puzzle. Thankfully, the strategies that work in many other sectors work exceptionally well for healthtech as well, including:
Personalization isn’t just a trend or fad designed to rope people into an offer. It’s a genuine connection that shows your client that you’re here to support them every step of the way. Whether they’ve just learned of a diagnosis or they’re helping a friend or family navigate their way through their options, personalization allows them to feel a more individual connection to your brand, and being heard can make all the difference in customer retention.
Customer support isn’t just crucial during the retention stage of the funnel. It’s an intrinsic part of the whole business and marketing process. But for the healthtech field, the need for good customer support goes a step farther. Make it easy for customers to reach you in the way that’s most convenient for them. That means being available by phone, email, and even live chat and responding promptly
Education and Community Building
Education and community building go hand in hand in the healthtech world. Being able to educate your customers, through the use of a knowledge base, video, email series or all of the above, can help them better understand how to properly manage their health and be proactive about the process. When clients are educated, they feel empowered, and when they’re empowered, they stay where they know that they have access to the resources they need to do and feel their best.
In terms of community building, this strategy is excellent for nearly every company out there, but healthtech in particular benefits from creating a sense of community through things like forums and social media groups. Making people feel as if they belong is one of the best ways to ensure customer retention while building loyalty and engagement over time.
No one ever said healthtech has to be boring, and that’s where gamification comes in! Using simple gamification techniques like leaderboards, challenges, badges and more create a sense of group togetherness around a unifying goal (better health, better treatment, more treatment options and so on). By gamifying your space around metrics that matter for your healthtech company, you’ll greatly increase the odds that customers will stay.
And last, but certainly not least is ongoing improvement. As a healthtech company, you’re responsible for keeping a finger on the pulse of upcoming trends in terms of your market and customers as a whole. As you continually work to refine and improve your products and services, let your customers know what your product development roadmap could look like. This encourages them to stay subscribed as they look forward to new advances and updates within your service.
And when you’re ready to take your content strategy to the next level, there’s no better team to have on your side than the content experts at Workdom. Reach out to us today and let’s work together to create a winning strategy that gets results for your healthtech business!