6 Ways to Improve Market Share for your Business in the Healthcare Industry

For marketing professionals, B2B marketing can be a difficult journey, it doesn't matter whom your target audience is, it is important to follow effective steps to protect your market share and attract the right customers. According to Market Research, by the end of 2025, the healthcare market is expected to bring significant revenue of $536.6 billion from $196.3 billion in 2018. Consider it as the best practice to always search for new statistics for your healthcare marketing strategy in order to increase your market share.

When the healthcare market tends to increase, you need a way to stand out and make your voice heard as a business with increasing numbers of competitors. This can be difficult, but not impossible, by any ways. In this post, you can gain valuable insight on what you can do to increase your market share.

Let’s jump in and see some of the ways to increase your healthcare business market share:

 

  1. Creating a Buyer Persona

To increase your market presence in the healthcare industry, you need to have a clear idea of who you are selling to. A buyer persona is a semi-fictional representation of your targeted customer based on the market research and real data about your existing customers. When creating your buyer persona, consider customer demographics, behavior patterns, motivations, and goals. By understanding their unique challenges and addressing them, you are more equipped to create the right marketing content to engage them and increase market share.

This will definitely take a small amount of time and research from your side, but well it is worthy for the workload. There are a few ways to collect your ideal customer data, such as Google Analytics, Social Media Analytics, your business objectives and more. You will be able to utilize this information for other campaigns and other projects. Buyer personas provide incredible insights and perspective for your company. A detailed buyer persona will assist you in deciding where to focus your time, guide product development, and facilitate organizational alignment.  Thus, you will be able to attract the most valuable visitors, leads, and customers to your business.

 

  1. Create a healthcare content marketing strategy to engage customers

It’s It is no secret that sometimes the medical industry can be quite confusing. Whether it’s looking for the right type of healthcare facility or getting more information on a complex medical condition, many customers need to be encouraged to make the right choice. That’s where content marketing takes place.

Healthcare content marketing is a key tactic to be included in your health marketing strategy. This helps the practice to educate potential customers by engaging relevant and informative content.  This content may come in the form of a blog on “How to choose the right healthcare email lists provider” or a longer, more in-depth eBook on a certain condition that your practice is specialized in. It does not what type of content you’re creating; the main goal is to provide relevance and value for your leads.

Among healthcare organizations, the top 3 content marketing objectives are brand awareness, engagement, and customer satisfaction.

Content marketing is a best strategy to be used with SEO techniques. Your facility can create content that focuses on certain keywords and phrases that your customers use to find facilities like yours online.  The more content you have on the website, the more likely the site will be to rank higher on the search engine results page.

Quality content is still a king and should be addressed as such. If your audience is able to remove relevant, appropriate information from your content and provide you with their personal information for more, you have just developed a stronger relationship and a new lead! You need to build the relationship between you and the audience, always encourage them to come back for more and engage them based on their interests.

Submitting blog posts and other content on topics that are relevant to your target audience helps guide the lead nurturing process. If your ultimate goal is to get the person to book an appointment online, an informative piece of content can be just what they need to finally take action and make an appointment to help them better understand their challenges.

 

  1. Define the purchasing process of your target customers

You want to make sure you understand your ideal Buyer’s Journey from beginning and till the end. It is very important to outline common paths that run the customer through a finely tuned system.  Once created, you'll know what stage your ideal customers are in your business.

The three stages are:

Awareness stage – This is the first stage of the Buyer's Journey, and it's where the buyer becomes aware of their problem or pain and is curious about how to rectify their problem. This is where you provide valuable information to help them understand their situation and clearly define their problem.

Consideration stage – This is where the target customer understands what their problem is and how to resolve it.  You have presented other options that would be a solution to their needs along with your own.           

Decision stage – When your ideal buyer reaches this stage they're making a decision. Here's where you want to discuss your product solution to satisfy your customer needs. You want them to understand the benefits and drawbacks of their choice and why you stand out from all competitors out there.

Targeting your prospects and future customers with quality content that is appropriate to their needs will result in more engagement and subsequently higher leads coming in. For your overall marketing strategy, these three phases of your Buyer's Journey are very important.  Don’t miss out on the opportunities out there, which bring us to our next point…

 

  1. Develop engaging email marketing campaigns to keep your customers up-to-date.

Email marketing is one of the best ways to keep the customers engaged and stay at the top of their minds. Email is an excellent digital marketing channel for sending newsletters, industry news, appointment reminders, and more.

With marketing emails, you can work to build trust with both potential customers and current customers. By providing your email subscribers with valuable data about their health and facilities, you can work to build and nurture positive and long-lasting customer relationships. Newsletters provide information to help people understand their needs better and stay updated with improvements at your facilities.

"Email marketing provides the highest ROI of any digital marketing strategy, making it a better choice for practices that want their budget to be optimized"

One of the main advantages of healthcare marketing is the ability to send targeted messages that best resonate with specific audiences. By segmenting your email list, you can create separate prospect lists with similar interests. This allows you to send more targeted and relevant content to your subscribers. The more relevance and value you can give, the more likely readers will be to come to your facility when they need help.

Emails can also have a positive influence on customer service and customer retention. You can use emails to remind customers of appointments or to send important documents that need to be filled out prior to appointment. This easy convenience can go a long way to make your customers happier and bring them back.

 

  1. Use SEO Techniques:

According to the report, more than 60% of marketers realize the importance of SEO for generating organic traffic. SEO means manipulating distinct features on your website or content in order to improve your search engine ranking. Keywords are one of the most important factors to determine rankings. Take time to research on the key industry keywords which you would want to rank for. Be sure to include these keywords in your blog headers and content all over the site. Your image names and alt tags should also include your target keywords. Don't forget to put your keywords in your Meta description and page URL's. Optimizing your page will gain more visitors and increase the chances of making further sales.

Using SEO is one of the most important factors for your content to be viewed through search engines such as Google and Bing. This is related to be important to your audience, based on timing. You want to choose the keywords to what your intended audience is looking for.

 

  1. Nurture leads that you have generated:

The aim of lead nurturing is to turn your ideal leads into qualified leads and ultimately into buyers. The best way to do this is through an automated email sequence or an online chat. Segmenting the list as per the Buyer's Journey and generating relevant content for each section would be beneficial. Post your recent blog posts with links and keep in touch with your leads. Not everyone is willing to make the purchase right from the start, so this is where lead food takes place. You want to contact the reader / leaders with recent developments in the industry so that they are aware of the latest information in their business out there. Provide them exclusive information about new offers or discounts. Don't bombard them too long, though, with too many emails or phone calls. They might get overloaded from your list and cancel the subscription.

You want your sales and marketing team to keep up with their interactions with the leads you have gained. Trying to close the deal is like an art, so make sure that your sales team knows this process very well.

 

Final Word

When you are able to attract good number of qualified leads through effective marketing strategies, your sales team will be able to close many more deals which results in increased business presence and market share.  It is important for your business to provide potential prospects with solutions to their business needs. You want to nurture your leads into a sale. If you only receive regular leads, you may not have a high close rate which will impact your market share, but if you focus on marketing efforts, you will be able to achieve your goals.