For most marketers, the complex buyer journey and the lengthy sales cycle in the healthcare industry are significant challenges. So, they adopted a personalized approach to marketing – mapping buyers’ online activities to understand their interests. But as it turns out, with increasing competition, you need to go beyond the audience’s interests and dive deep into specific segments to establish lasting connections with doctors and senior healthcare professionals. One such consumer segment is the nurses.
As of 2020, there are about four million Registered Nurses and about a million Licensed Practical Nurses in the US alone. This means you already have a million prospects to pitch your product and influence the buying decisions of the ultimate decision-makers – the doctors. A well-planned marketing strategy targeting nursing professionals helps you get a foot in the door. They can refer your product to doctors and senior professionals, allowing you more opportunities to close sales.
In this blog, we’ll take a look at how to advertise to nurses and why.
Why Should Healthcare Marketers Target Nurses?
Adding nurses into your marketing mix and treating them as a primary target group can work wonders for your marketing efforts. Here’s why-
- Nursing as an occupation is deeply rooted in their identities. Their commitment to care for the community makes them an ideal group to pitch your products
- Nurses also play a critical role in the decision-making process. They may not have the final say, but they can certainly help your brand enter the consideration phase with the decision-makers.
- For instance, a nursing professional who comes across your healthcare product can conduct research online and approach a physician about the benefits of your product.
Marketing to nurses with relevant offers is an excellent means to acknowledge their work and build lasting business relationships. But it will not be possible without understanding their needs and creating a strategy for targeting nurses.
Not sure how to advertise to nurses? Here are the best ways to do so.
1. Understand the Target Segment
The first step to marketing to nurses is to understand exactly who your target audience is and what they want. Sure, you want to target nurses, but are all of them the ideal customer for your product or service? Probably not. With millions of registered nurses practising in the US alone, you cannot expect to connect and resonate with every single nursing professional.
But an accurate and reliable nurses’ email list can help you with it. With this data, you can create your ICPs and segment your target audience based on a specific location, area, and specialization, among other things. Once that is done, you will be able to answer certain key questions to build your marketing strategy-
- Which products and services are they interested in?
- What are their everyday professional challenges?
- How do they interact online?
- What will resonate with them?
2. Launch Marketing Campaigns That Show You Care
To survive in the competitive B2B healthcare sector and get ahead of the curve, launch marketing campaigns that show you care about the well-being of nursing professionals. It is a critical step in building valuable connections with this target segment, and your product and advertising should reflect that.
For instance, you could offer special discounts or free product demos to nurses. Or you can launch a marketing campaign on social media to encourage nurses to come forward and share their stories. Encourage them to engage with your business, products, and services across multiple channels to drive results.
3. Create Personalized Messaging and Experience
Once you have their attention with effective campaigns, it’s time to offer them something of value. And every marketer knows that email and content are one of the most effective ways to reach the healthcare sector. Create a personalized business experience for them with gated content, emails, and other offers to engage them. Here’s how you can do it-
- Utilize storytelling in your marketing communication. Build a cohesive and consistent story across channels
- Send personalized offers via email
- Create promotional emails to inform them about your latest products, services, and upgrades
- Offer maximum value and learning through your website content – make it worth their while
- Encourage business interaction by sending feedback forms
4. Build a Competitive Advantage with Exclusive Offers
Gated offers hold immense potential in attracting and engaging nurses with your business. Offer your prospects and customers discounts and offers to reward your loyal audience. For instance, if you provide medical equipment, you could offer after-sales services or discounts on purchases. Or, if you offer a software service, consider giving a subscription at a discounted price.
A customer acquisition strategy based on giving your audience gated offers will help you build a competitive advantage and put you ahead of the pack.
Final Thoughts
If you’re still not targeting this key healthcare customer segment, it’s time to do it now. Whether you’re trying to increase brand awareness, generate more quality leads, or achieve higher sales, marketing to nurses is one business opportunity that will reap excellent benefits.
Additional Read : All You Need to Know About Choosing the Right Nurses Email List