Whether you are a marketer at a medical device company or a pharmaceutical company, the goal of all your healthcare marketing efforts is to generate high-quality leads. The problem? Your target group – medical healthcare professionals are elusive and not swayed by traditional marketing tactics.

Medical healthcare professionals have reduced the number of in-person marketer visits for live demos after the pandemic. Besides, they spend much time online connecting with peers or on forums to get more informed. So, how do you, as a healthcare marketer, connect with them, generate interest for your product and pique their interest? How do you convert your prospects to interested leads through digital marketing?

In this blog, we go over five healthcare lead generation tactics that work. Let’s get into it.

1. Targeted Account Based Marketing

Unless your company creates healthcare products for a niche target group, you’re marketing to a broad audience as a healthcare marketer. For instance, if your company sells pharmaceutical products, you’re marketing to doctors making the buying decisions, hospital authorities, and nurses who influence buying decisions. Naturally, you cannot use the same marketing strategy to reach out to each of them. This is where targeted account-based marketing (ABM) helps.

When implementing ABM, marketers group prospects with similar personas and create targeted marketing efforts for them. This means healthcare marketing is relevant, personalized and hyper-focused on the target audience. Additionally, the marketing and sales teams are aligned and work together to generate conversion-focused leads. Most importantly, companies employing ABM tactics have seen an ROI of 45% through targeted ABM tactics.

If you’re planning to get started with ABM, get a healthcare marketing email list from a reputed email list provider like Healthcare Marketers. We provide highly accurate email lists segmented right out of the box. You can use the data from the list to quickly select your target accounts and deploy ABM campaigns quickly and reliably.

2. Influencer Marketing

On average, people (including medical professionals) spend over 2 hours on social media every day. They come across marketing content regularly from brands and influencers alike. But a study by Inmar found that consumers trust healthcare influencers compared to other types of influencers regarding healthcare products.

Naturally, as a healthcare marketer, you should leverage influencer marketing if you have a social media presence.

You can leverage public figures, subject matter experts, and qualified influencers for influencer marketing just like the Mayo Clinic does. In 2018, the Institute spotlighted Erin Moriarty Wade, a mother of a child suffering from chronic pain, in their expert series. When Wade shared this post on her social handle, she received engagement from several healthcare professionals and researchers. Simply put, the Mayo Clinic reached out to a wider target group through influencer marketing on social media.

3. Review Marketing and Case Studies

Did you know that 84% of people trust online reviews as much as recommendations from friends? This is even more common in the healthcare sector, where a single wrong buying decision could impact the health of real people and damage their reputation.

So, B2B healthcare companies should use product and service reviews to build trust and brand recognition with their target audience.

IPG, an integrated services solutions provider, has plenty of case studies for different target groups on its site. This shows potential leads what they sign up for when they use the product. And interested prospects then become qualified leads.

4. Long-form Content

87% of healthcare companies report seeing some form of content marketing success in the Global State of Content Marketing Report 2022. A report from 2014 even suggests that healthcare professionals join online platforms to consume informative content and connect with peers. So, if your healthcare lead generation strategy does not include long-form content marketing, you might miss out.

Longform content can help you reach out to healthcare professionals and experts, generate interest for your products and create more traffic for your website. Some of these viewers can also convert to leads.

Kareo, a cloud-based clinical business management platform, has a large repository of resources for medical health professionals. These blogs are informative and also position the product. Together this generates leads for the brand.

5. Thought Leadership

Lead generation in the healthcare industry works on building trust. This is why most B2B healthcare companies create thought leadership content. By sharing unique perspectives and providing relevant information consistently, B2B healthcare companies become thought leaders in various fields. Over time healthcare professionals trust these companies and decide to conduct business with them.

While a lot of thought leadership happens through blogging or creating social media content, some B2B healthcare companies are using podcasts to build authority in their niche. For example, Pharma Intelligence, an intelligence provider for MedTech industries, hosts a podcast that routinely shares news and information from all over the healthcare industry.

Use Healthcare Marketer’s Email Lists to Boost Lead Generation

While all of these healthcare lead generation tactics are effective, they work when combined with segmented marketing outreach to nudge and nurture prospects. And emails are a fantastic way to connect with healthcare professionals right where they are, given they are easy to send and cost-effective. However, for such email outreach to be effective, you need a dedicated email list of healthcare professionals, and Healthcare Marketers can help. Our email database is updated regularly to ensure your email list stays fresh and accurate. Besides, our lists have an unmatched deliverability rate of up to 80%. Get your hands on our healthcare email list. Schedule a demo today!