A Marketers Guide to Turning Healthcare Business Prospects into Customers

While marketing and sales might not be your specialty there are some easy tips and tricks you can follow to guarantee a great list of leads. 

As a Healthcare Advisor, you already spend enough time worrying about giving your clients the best service possible, and when you add sales and marketing on top of that, it can be overwhelming. 

While marketing and sales might not be your specialty there are some easy tips and tricks you can follow to guarantee a great list of leads. 

But before you can get qualified leads, first you have to figure out who your ideal prospects are. 

The process of turning a prospect into a client is an art. In most cases, it’s not enough to explain how valuable your product or service is and expect to receive credit card information. You need to have a clear understanding of what it is your ideal prospects actually want. 

Let’s start with defining what prospecting really means. 

What is Prospecting? 

Prospecting is a crucial stage of the Business to Business (or in your case Healthcare Advisor to Healthcare Professional) sales process. It’s where you locate prospects (potential clients) and take them through a sales funnel with the goal of converting them to a client. The sales funnel is strategically set up in a way that qualifies or disqualifies them so that those who make it all the way through are the ideal client. 

To convert prospects into customers, you should investigate, ask questions, and probe into understanding a few key elements:

• What is the prospect’s pain point?
• Is the prospect’s budget sufficient for your product?
• Can you provide the value they seek?
• Does your prospect understand how your solution solves their pain points?

Having this clear understanding of who your potential clients are can save you time, money, and energy because you can focus on only the clients that meet the criteria.

So, how do you turn prospects into clients? 

Understand Your Prospects 

Before you reach out to your prospects, do your homework and find out what your prospects' needs and desires are and how those align with your needs and desires. 

In this phase, you might want to decide if you want to focus on private or public practices, the size of the practice, and what specialties you want to work with. 

When you know that information, you can optimize your content to target your ideal client, and this will significantly help you qualify leads before they even enter your sales funnel.

Create a Solid Marketing Strategy Before You Start 

Before you can convert more prospects into customers, you need a thoughtful marketing strategy that delineates how you plan to attract your clients, what it will take to keep them engaged, and what kind of results you are hoping to achieve along the way. 

When crafting your strategy, take into account your client’s personas and how each of them will benefit from doing business with you. Identify different outreach methods and messaging that highlight the products and features your prospects will likely find most appealing. 

Use this information to develop a go-to-market plan that outlines how you plan to engage these prospects at every stage of the buyer journey. 

Consider how these prospects are more likely to consume information and use your channels to deliver relevant content and messaging that match their industry language and common pain points. 

Create the Perfect Content For Your Clients 

Identifying and developing quality content takes time and effort. Unfortunately, many marketers fail to realize that having content like blogs already developed before they launch a campaign or other marketing effort, such as client prospecting, is important for ensuring you are prepared and can be established as a trusted authority. 

Additionally, many marketers often have to change course or wait until a specific piece is created and approved before they can market it to their target audience. In both situations, marketers are vulnerable to losing their leads to a competitor that had all of their materials fully ready prior to launching a campaign.

Developing a robust content library that accounts for multiple products, services, and feature lines at every stage of the sales funnel can help you be prepared to strike once the decision-making process comes around. 

When creating content, consider each of your client demographics, how they operate in the sales funnel, and create a variety of assets that address their pain points and interests, and will help them make a final decision. 

If you already have some content ready to go, you can be proactive by working with your team to identify any content gaps that need to be filled. Over time, work to address these needs so you’re prepared with the right content to engage your prospects at all times. 

Make Sure Your Messaging is Consistent

Now that you have settled what your prospects will be and what the perfect content would be for them you have to make sure that your messaging is consistent. Whether that is through your LinkedIn profile, your website, social media platforms, email marketing, or even paid media,  consistency is key.

By aligning your messaging across platforms, you will have strong, unified brand messaging and marketing that works together. If you’re paying to advertise to your prospects, you should use Facebook and AdWords in conjunction. One nurture strategy plus two platforms equal more leads.

It’s likely that the people you reach on Facebook are the same people, to some extent or another, that you reach on search. Be careful not to overwhelm them with the same messaging, pivot your tactic to solve their problems in a way that feels organic. 

Follow-Up With Your Prospects 

Don’t forget your prospects are people, too. They may want to buy from you, but sometimes life gets in the way. You may be just one follow-up away from completing the sale, so persistence is key! 

Persistence is important because 60% of customers say “no” four times before saying “yes.”

That’s why emailing or picking up the phone for a quick follow-up is essential for converting more prospects. Here are three things you should include in your subsequent follow-up:

• Thank the customer for their time
• State key takeaways and benefits 
• Provide a clear call to action

Not all follow-up emails were created equal, so it's essential to get it right and pay attention to detail! 

Perla Uses Technology to Turn Prospects Into Customers

The hardest part of establishing and maintaining relationships with healthcare providers is simply getting connected with them in the first place. That’s where Perla can help. 

Perla was founded to correct the inefficiencies of traditional healthcare sales and marketing. It’s a private networking platform that enables you to market DIRECTLY to healthcare entities and professionals. 

Powered by intelligent matching, Perla allows you to reduce the length and cost of your marketing efforts by ensuring you’ll only receive leads from prospects that are searching for your exact offerings. 

When you add Perla into your sales and marketing process, you can make the most out of your marketing investment while speeding up your sales funnel timelines. 

See Perla in Action

Sign up for Perla and find out for yourself how easy it is to start turning prospects into customers. Request a Demo today to see Perla in action, and see how we’re giving you access to healthcare organizations looking to hire businesses like yours.

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