When it comes to B2B marketing, the highly competitive healthcare industry is a tough nut to crack. Selling to medical professionals can be challenging – complex organizational structures, restrictive access to top decision-makers, and changing expectations all pose a hurdle to healthcare marketers.

Enters LinkedIn. It is a powerhouse of marketing leads for your healthcare business. Don’t believe us? Well, studies reveal that 80% of social media marketing leads come from LinkedIn. What’s even more impressive is that creating a strategy for healthcare marketing on LinkedIn offers you direct access to-

• Over 7.2M physicians, nurses, surgeons, and dentists
• 4.3M pharma professionals
• 3.3M hospital executives
• More than 720K healthcare opinion leaders

LinkedIn is a potent medium to gain the trust of your target audience, connect with top decision-makers, and retain customers. How? Through paid advertising and organic outreach.

If you’re a healthcare marketer looking to break free from your social media shell, here’s how LinkedIn can drive higher conversions for your healthcare business.

1. Paid Advertising on LinkedIn

LinkedIn paid ads are the sure-shot way to establish credibility and get your message in front of top healthcare professionals. From sponsored content and messaging to paid conversation and video ads, LinkedIn offers you a range of opportunities to drive lead generation and build brand awareness.

Further, when you want to target a niche audience, LinkedIn equips you with precise targeting capabilities. You can segment your audience beyond key demographics- interest, skills, role, seniority; target the attributes most suited to your campaigns.

2. Organic Outreach and Content

Apart from paid advertising, you also have excellent organic opportunities for healthcare marketing on LinkedIn. These include content creation to engage your audience with the most relevant insights, sending promotional messages to prospects, and connecting with potential customers via groups or InMails.

However, the typical sales cycle forB2B healthcare companies tends to be long. While paid and organic marketing can help your brand reach out, you still need a solid LinkedIn marketing strategy to make the most of your efforts.

Healthcare Marketing on LinkedIn – A 4-Step Strategy

1. Understand Your Target Audience

An effective LinkedIn marketing strategy for your healthcare business starts with in-depth knowledge of your target audience. Who are the key decision-makers you want to target? Who do you want should see your paid ads? To reach the right person with the right message, you can focus on the following key areas on LinkedIn-

• Company Industry
• Seniority
• Job Title
• Group membership
• Custom audience

Additionally, you can leverage LinkedIn’s retargeting feature to target people who have already engaged with your business.

2. Offer Value

You need compelling and engaging content to establish your authority and network with professionals. An excellent way to connect with key healthcare decision-makers, practitioners, and leaders is to know what’s trending right now.

For instance, in February 2020, telemedicine was a trending topic on LinkedIn, which saw a 726% increase in content volume and an incredible 691% increase in engagement. Clearly, timely content creation is the key to an active audience.

Since people use LinkedIn to advance their careers, network with relevant people, and broaden their industry knowledge, your content should target exactly that. Keep it concise, make it accessible, and most importantly, make it valuable.

3. Score Your Leads

Given the long sales cycle in the healthcare industry, lead scoring can help you focus your attention on the ones ready to do business with you. Why? Because according to research, 73% of leads entering your pipeline aren’t sales-ready.

Here, you must determine what qualifies as a ‘sales-ready’ or hot lead for your healthcare marketing on LinkedIn. It could be a lead downloading a case study from your website or engaging with your LinkedIn blogs.

You can develop a scoring system and focus on engaging those leads that hit a minimum score first. This will not only help you minimize lost opportunities, but it can help you align your sales and marketing team for higher conversions.

4. Measure Your Success

Finally, B2B healthcare marketers need to focus on the short-term and long-term value of their marketing campaigns and measure relevant KPIs. LinkedIn offers you a ton of useful measurement tools that can help calculate ad engagements, impressions, and so on to track how your measures are driving business, generating leads, and converting prospects.

The Bottom Line

With millions of healthcare practitioners, investors, policymakers, and leaders active on LinkedIn, it presents fantastic selling opportunities to B2B healthcare marketers. That said, to connect with these prospects at the right time, back your LinkedIn marketing strategy with a robust healthcare database from top data providers like HealthCare Marketers.

Purchase a well-segmented email list from HealthCare Marketers with LinkedIn targeting capabilities and make your social media presence known. Request for a sample database today!