How to rethink your B2B healthcare marketing strategy during the pandemic
The healthcare industry has been drastically impacted on a global scale due to the coronavirus after the threat of overcrowded healthcare facilities and another recession is becoming a reality. The initial economic impacts on healthcare brands along with cancelled conferences and restrictions on in-person meetings in healthcare facilities and offices recently caused changes in personal and business communications like avoiding handshakes and less face-to-face interaction.
But what started as a few modifications in the way we physically interact changed last week after the coronavirus was declared a pandemic by the World Health Organization (WHO). We’re now faced with a new reality that encourages social distancing, causing some brick and mortar businesses to close their doors altogether for the foreseeable future.
For B2B healthcare marketers, there’s no need to cease conducting business. It’s just time to rethink how to do it. Just as we saw with B2C brands turning to online channels over the weekend to reach their customers, B2B brands have the next best thing than face-to-face interaction through email and programmatic solutions.
To counteract the shift from in-person to online business, here are some things you can do during the coronavirus pandemic:
Reallocate your marketing budget
During times of uncertainty, it’s not only natural to be careful with your marketing spend, it’s smart. But instead of panicking, simply restrategize. If your tech or healthcare conference was cancelled or you had others on your calendar this year, consider moving those advertising dollars to digital, specifically email marketing or programmatic campaigns.
Utilize inbox verses in-person
While it may feel like a big change for healthcare organizations who rely on face-to-face connections to communicate with healthcare providers (HCPs), physicians actually prefer email as their main method of contact. Our 2020 HealthLink Dimensions HCP Communications Report found that 65% of HCPs preferred to be reached by email, whereas only approximately 11% wanted a company representative to visit their office. Only 12% of HCPs favored connecting at professional conference exhibits.
Use programmatic targeting
With social distancing and being directed to work from home during the coronavirus pandemic, many are turning to the Internet to stay current on news regarding their health and connect via social media, which is why there’s never been a better time to use programmatic targeting to communicate your message via strategic online targeting.
Get started with email and programmatic campaigns
HealthLink Dimensions’ vision is to make healthcare easier and improve health in the US and around the world. We believe this vision is more important now than ever. HCPs playing a crucial role on the front lines of the coronavirus pandemic need to be have access to the best, most relevant information possible to accomplish their mission. Those organizations and marketers who want to be part of the solution will be relying on digital, like email and programmatic, to create meaningful engagement with HCPs during this crisis, and we are here to help.