As a healthcare marketer, you would know the importance of having a solid ICP and target profile. Before you even begin to market your services to potential customers, it’s crucial to nail your desired audience so you don’t spend most of your time chasing unqualified leads. But what if there was a way to ensure your efforts never get wasted and you always get the desired response? It’s now possible through account-based marketing.
Account-based marketing in healthcare ensures that you get your desired accounts through extremely personalized marketing efforts to a set of target accounts. But how does all of this happen, and how is ABM different? Read on to know more.
What is Account-Based Marketing?
ABM is a strategy that has both marketing and sales teams work together to identify high-value accounts and target them by creating personalized experiences.
In the context of healthcare organizations, this means that your teams will identify a set of key accounts in the healthcare space and target marketing services by making them highly personalized to them.
Research shows an 84% increase in reputation for companies that use ABM effectively. As its benefits are clear, let us see how they can help in the healthcare space.
Benefits of Account-Based marketing in Healthcare
1. More Precise Targeting
As ABM deals with personalized targeting, the use of data helps to identify who the decision-makers are in a company. This can help you craft experiences that are suited to the individual. For instance, if a key decision maker you are targeting is a Director of Sales, the personalized experience can include data about how your product or service has helped other sales teams in the past.
2. Enhanced Analytics
To deeply understand your customer’s pain points, you need every single data point possible about them. Account-based marketing in healthcare ensures that you analyze data in-depth to tailor recommendations to your healthcare companies.
This can include market research, analyzing data from your websites and apps, and even using past customer data from your CRM.
3. Building Better Customer Relationships
Around 80% of companies report better customer relationships when they have an ABM strategy in place. This poses a significant advantage for healthcare as the root of their business lies in building strong, solid relationships.
Account-based marketing in healthcare can thus be through high engagement, regular follow-ups with key target accounts and exceptional customer service. By personalizing engagements and messaging, targeted accounts will have more trust in your services and better incentives for them to subscribe to your service.
4. Combining ABM With Other Marketing Strategies
The beauty of ABM is that it doesn’t have to work alone for it to succeed. By combining it with other marketing strategies, you can enhance the overall customer experience. For instance, if you combine ABM with inbound marketing, you can filter out accounts by interest and see which ones can be of high value to market to.
Thus, by combining these two strategies, you can optimize your marketing by letting inbound do the work first, followed by ABM for refinement.
Implementing Account-Based Marketing in Healthcare
As the strategy hosts a ton of benefits, it’s easy to understand why companies are adapting to it. You can target key accounts and create compelling customer experiences by implementing the same in healthcare marketing.
By making ABM a core part of your marketing strategy, you’ll be well on your way to going from good marketing to efficient marketing.