We’ve had our share of healthcare lead generation campaigns – ranging from health insurance providers to medical software solutions. We’ve also covered a range of topics about healthcare lead generation like how to capture medical leads, B2B healthcare marketing trends and industry insights, marketing automation, and even ways to remedy the pains of modern B2B healthcare marketing. But despite all of these, we’ve not yet fully explored the one ever-growing vertical space of the healthcare industry—healthcare IT, specifically the lead generation for the healthcare IT industry.
Now, let me ask you, have you ever thought about how huge the market for healthcare IT is? Did you know that the healthcare IT market is projected to reach USD 230.3 billion by 2024 with a CAGR of 18.7% from 2024 to 2030?
That’s just the tip of the iceberg of this rapidly growing industry. How can healthcare providers leverage technology to revolutionize patient care? How do emerging software solutions address the intricate challenges faced by healthcare facilities today? These are what we are going to discuss in this article, unlocking the secrets to successful healthcare IT lead-generation strategies.
What is Healthcare IT Lead Generation
Developing your healthcare IT company into an industry leader may not be an easy feat, but it is surely achievable if you use competent growth strategies. Healthcare IT companies essentially fall under the IT and software fields. This means that lead generation strategies that work for IT/software companies may be useful. However, the term “healthcare” requires you to pay extra attention to your target audiences, as well as to the products or services you offer. First, you will need to build strong account selection (profiling ideal target accounts) and contact profiling plans. Without a competent account selection plan, the other lead generation components (like outbound outreach strategy, content plan, etc.) simply won’t work.
Since your target audiences primarily are hospitals, clinics, and other healthcare providers, you will need to gauge demand for your products or services. Study market opportunities and pay special attention to their specific software needs. Which hospitals do you think will need your PACS (Picture Archiving and Communication System), your medical practice management software and services, your EHR (Electronic Health Records System), or your HIS (Hospital Information System)? Which healthcare facilities will need your Internet of Healthcare Things (IoHT) capabilities?
Selecting and profiling ideal target accounts
Unlike the old ways of B2B lead generation, account-based marketing prioritizes high-value company accounts rather than individuals to identify, reach, and nurture healthcare sales leads.
As to how this approach impacts healthcare IT lead generation, ABM allows healthcare IT solutions providers to engage multiple key stakeholders within their target accounts which is essential in today’s B2B healthcare marketing.
Account selection can be summarized into 4 key steps/things:
1. Start by sizing up the market opportunities
While ABM is all about focusing on a few key companies, account selection requires that you get a good grasp of the available opportunities. It is recommended that you pay attention to 2 critical numbers:
- Total accounts you can sell to
- How many accounts match your Ideal Account Profile (IAP)
2. Aim for a 360-degree account view with your Ideal Account Profile (IAP)
An IAP is a description of a company that perfectly fits your solution. You create an IAP by identifying the common qualities among your top customers. In the account selection phase, this company-level information falls into 2 categories:
3. Segment your account into tiers
Different companies will match your IAP at varying degrees. You need to prioritize target accounts according to how well they meet these 4 requirements:
- Success Potential
4. Map out the relationship between the key decision makers
It’s not enough to identify who the decision makers are and what role they play in a target account’s purchase process. You also need to determine how each stakeholder relates to the other buyers.
Once that’s done, then take a look at these lead generation strategies for Healthcare IT and see which works well for you.
Lead Generation Strategies for Healthcare IT
Now that you know exactly which accounts and prospects to target, it’s time to connect with your potential customers:
1. Use the internet to highlight your area of expertise.
Maximize the potential of your PACS offerings by spotlighting their cutting-edge ultrasound and imaging devices through compelling content.
That’s why, developing a tailored blogs and eBooks can emphasize the superior efficiency, effectiveness, and cost-saving prowess of your PACS services. Craft your website content to showcase your standing as a trusted healthcare IT provider, offering valuable insights that resonate with your target audience.
2. Partner with a reliable and effective lead generation agency
There are a lot of performing companies that offer excellent B2B lead gen services. Outsourcing a part or all of marketing needs lets you:
- Leverage expertise and experience
- Gain time and put resources elsewhere
- Customize your strategies to a reasonable degree
- Scale up or scale down your efforts
As a start, you can check the top B2B lead generation companies in the USA and choose the right lead generation agency that meets your healthcare IT lead gen requirements.
3. Use different platforms and channels to generate new leads
There are several platforms available online that can help you generate the kind of leads you are targeting. Consider creating a presence on social media platforms such as Facebook, Twitter, Instagram, and Pinterest to mention a few. Of course, getting the attention or catching the interest of your target is all about creating killer content.
In creating content that will appeal to your target readers, it needs to be:
- Easy to understand.
There is a lot of attractive content made available on different platforms every single day. However, not all of them are able to achieve the results that they want. And the reason why they did not meet their goal is something that you should avoid.
It is important that you study your target market and identify what kind of content catches their attention. You would be surprised to know that, oftentimes, the content that has lesser frills and has a simple message is the one that attracts most people.
It doesn’t end with content though, by leveraging the reach of multiple marketing channels, you can bring your offer to the right prospects at the right time.
4. Create a viral content or contest
Nowadays, people respond easily to content that is catchy. When there is a reward involved, people get excited all the more. If you decide to do a contest of sorts, make it part of the process for those who will join to enter their contact details before they are directed to the other details of the competition.
Create content that is worth their while.
Healthcare is primarily for the people, and for healthcare IT, despite being B2B-focused, appealing to people’s excitement helps create the brand culture that attracts customers.
5. Offer free and helpful webinars
Now that you have a proven authority in healthcare IT services, your next step is showcasing your expertise through compelling content. Hosting succinct and informative webinars on your website stands as a crucial tool for engaging potential prospects.
Related: Content Marketing Strategies & Tips for Success
This statistic underscores the immense potential of webinars in captivating audiences and nurturing leads.
Use these sessions as a platform to enlighten your audience about the invaluable benefits intrinsic to adopting healthcare IT services, especially in our fast-evolving, tech-driven world. For instance, if your services encompass IoHT solutions, leverage the webinar setting to elucidate the advantages of integrating a unified communication system within healthcare settings.
Your webinar becomes a conduit to showcase how your services align with this industry need. That’s why, crafting an engaging yet informative webinar is imperative. Also, your aim is to deliver comprehensive insights within a limited timeframe while maintaining a casual and approachable tone. This approach ensures that prospects not only gain valuable insights but also eagerly anticipate returning for further expertise.
Consider tailoring short, impactful webinars aimed at aiding business operators in comprehending healthcare IT solutions and their potential impact on their businesses. Dive deeper into elucidating the manifold benefits derived from a unified system.
Access to these invaluable resources is granted upon interested individuals providing their contact details before gaining access to the webinar video. Ensuring that your webinar content remains engaging, casual, and easily digestible is pivotal. This strategy not only captures attention but also fosters a continued interest in your offerings, thereby ensuring a loyal and engaged viewership.
6. Look for good referrals
Lastly, as a proven authority within the healthcare IT services industry, seeking quality referrals can significantly augment your company’s visibility. This pursuit, however, hinges on a track record of delivering robust and efficient software solutions. So make sure to engage with hospitals and clinics to whom you’ve provided exemplary EHR and HIS systems, leveraging their satisfaction as a beacon to attract a broader clientele.
Moreover, revisiting earlier prospects who hadn’t availed of your offerings previously is also a strategic move. Given the constant evolution in healthcare, they may now encounter a pressing need that only your solutions can address. Initiating a conversation about their business landscape can unveil latent requirements. Seize the opportunity to introduce newer products or services tailored to fill their existing gaps.
While these tactics aren’t exhaustive, they’ve proven effective in propelling healthcare IT companies toward the summit. When amalgamated with robust account selection and adept contact profiling strategies, these methods wield immense potential to position your firm distinctly ahead of competitors.”
This revised version aims to maintain the essence and strategic approach of seeking referrals and engaging with previous prospects while refining the language and structure for better readability and impact.
In healthcare IT lead generation, we’ve explored different campaigns and topics. But as this growing industry is set to reach USD 230.3 billion by 2024, we’re asking: How does tech improve patient care?
To succeed, strategies like IT firms are key, but ‘healthcare’ needs careful focus. Picking the right hospitals and contacts is crucial. Our six steps—from showing expertise online to getting referrals—work together for big success. When used smartly, these steps can give you a real advantage in the busy healthcare IT industry.