Healthcare marketer - Is your audience engaged online?As a result of the Covid-19 pandemic and the resultant global lockdowns, many healthcare companies have doubled or even tripled their digital marketing communication. Whilst connecting with your brand's stakeholders online is now imperative, it's equally important to ensure your stakeholders are engaged with your brand's online content. Cingulate Marketing & Advertising shares three steps to achieve rewarding online engagement. The key lies in consistent relationship building: Having an ongoing conversation with consumers, patients and healthcare professionals (HCPs); striving to understand their changing needs and challenges; and, showing that your brand is listening and attempting to resolve their pain points. In short: support, profile and sustain. 1. Support your HCPsIt’s vital to understand the challenges your brand’s HCPs are facing, and to provide them with relevant online support and value.
2. Put a face to consumers and patients Before your brand embarks on its digital journey, develop a profile of your consumer. Understand who they are, both from a demographic (age, sex, location, marital status, income group) and psychographic (interests, needs, aspirations, social media usage) perspective. Engage a professional research company to undertake one-on-one qualitative research with your customers. Find out their expectations, brand perceptions, view of your current marketing communication, the nature of their preferred online content or social media pages, and the preferred format of this content, such as articles, podcasts or videos. Incentivise your customer to participate in the research, provided it complies with the Marketing Code. Once you have this research, develop an Avatar – a profile of your typical consumer. Give your Avatar a name and write the profile as though you’re describing a real person, providing details such as their age, where they live, their typical symptoms and healthcare needs and social media habits. Literally, try and get into your customer’s “head”.
3. Nurture hard-won relationships Over time your stakeholder’s needs will change, so align your online content to those changing needs:
As with any relationship, you need to nurture the one with your stakeholders. Consistently sharing content stakeholders find valuable, cements a strong relationship with them. Contact us today via www.cingulate.co.za and we will help you create meaningful online engagement with all your healthcare brand’s audiences.
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