Most healthcare websites have no landing pages at all. So we thought it would be a good idea to write this post, summarising some really good information to give you an idea of what a landing page is, why you need them, and how to go about making and optimisation them.
What do people want? Understanding the answer to this question can unlock the potential of your selling efforts. As soon as you can distinguish from wants and basic needs, as soon as you understand how to talk directly to your consumer's heart, you can begin to establish your role in their life.
This blog post contains 50 questions that will help you determine your market positioning. We use these questions in what we call a positioning workshop that we conduct with key leadership team members. With the answers, we develop a report that guides marketing communications decision making for future corporate communications materials.
The choice of target market, probably the most important decision facing a healthcare marketer, is based on recognising the differences among consumers and organisations within a heterogenous market. That choice, will also need to considered in the context of who you are competing against. However, selecting a target market must follow an understanding of not only the competitive context. You must first understand the environment for marketing decisions.
Very few customers, in a health care marketing environments, want to get right down to business. Usually, a customer wants to "buy" the person first, the company second, and the product third. Hence, there's very little advantage to launching straight into a discussion of either the company or the product/service you offer before the prospective patient is ready to buy you, personally. If they don't buy you, then whatever you say about the company or the product/service will likely fall on deaf ears.
Are they excited, bubbling with anticipation, positive and open-minded? Wherever they come from, they probably have a little apprehension. Could they be anxious, concerned, guilty, or even hostile? Maybe they’re afraid – of the situation, commitment, salespeople, the unknown. In this state, are they ready to make a buying decision?
First, you have to ask yourself, is my healthcare marketing sales process valid? In other words, does it provide an organised method towards achieving the consultation's objective (usually, a conversion from an initial appointment to a treatment booking)? Second, is it reliable? Is the process repeatable, consistently applied, and operable in the majority of situations?
The white space is the space in between those moments, which arguably carry even more risk. This is the time in which prospects and customers are alone to think, to doubt, to experience anxiety and remorse about their purchase decisions. This is when they start seeking evidence to justify their fear. This is when concerned friends and family are most prone to be overly-protective. This is the white space.
Acting skills may at first appear to be unrelated to customer service. However, I believe that there is a significant overlap between the discipline of sales and the skills required of professional actors.
We can only take the glory for being great, if we take the responsibility when we are not. How come it’s sometimes someone or something else’s fault when we’re not succeeding, yet we’re so quick to accept accolades when we are successful? We can’t have it both ways. We must take responsibility for the bad so we can revel in the glory of a job well done.
