As clinical staff increasingly is no longer the primary decision maker for medical devices purchases at hospitals AND because 74% of B2B business buyers conduct more than half of their research online before engaging with a sales person, world class digital lead generation is critical for Medical Device companies.
The digitization of the funnel has suspended the sales representative from many of his key functions most notably in the Interest and Evaluation stages of the buying process.
The Lead Generation process has 4 primary stages. First, driving traffic. Second, creating a relevant and meaningful content experience for the lead. Third, nurture the lead e.g. through marketing automation. Fourth, route the lead to e-commerce or the Sales team. Have a look at how GE Healthcare leveraged this process with Vertic.
It is critical that the Lead Generation is process is optimized on an ongoing basis.
You start with an audience profile with the view to measure which creative the profile needs to be exposed to and how often, in order to move the profile to the next stage of the funnel. As the end point is conversion, we want to understand which creatives and journeys the Audience Profiles that ultimately buy are mostly exposed to and react to.
To enable this modules are assembled on the landing page template automatically based on optimization (cues from audience profile, content clicked on prior to arrival at landing page and post conversion / sales behavior of members of the same audience profile.)
You build a picture over time of what content, placement and configurations work to move the audiences all the way through the funnel. In the above instance, a given Automation plan is added to the description of the optimal pathway for a certain audience profile.
After a certain number of individuals in a given Audience Profile move through the funnel to its end, you build up a picture of exactly who our buyers are. You find out our most likely buyers’ needs, interests, barriers and attitudes. This helps the sales team close a sale efficiently or direct the lead within the e-commerce solution.
You also know the most successful media / placements and landing page configurations and can optimize the media spend accordingly — cutting out ads that don’t drive high-quality leads and increasing spend on banners that drive real buyers through the funnel.
To hear more about the process, capabilities and technology necessary to capture this opportunity feel free to send an email or give us a call.
COVID-19 creates a new reality in Healthcare marketing