HCPs are under more time constraints than ever. With less time to do more, kicking back and reading through direct mail or email (or scrolling through social posts) isn’t a luxury many can afford. That’s why it’s essential for marketers to keep HCPs engaged with communications that provide personalized, relevant content instead of taking a generic sales approach. Here’s how:
1. Take HCPs on a Content Journey
Whether your email and social posts include content around the latest clinical advances, new research, insightful case studies and more, communications that add value can help capture your recipients’ attention, position you as a thought leader and lay the groundwork for a long-term content journey with HCPs.
2. Introduce Your Brand
By tying your brand’s offerings directly to the industry-related content in your direct mail and email communications, you can introduce and position your brand as a helpful resource — and avoid being perceived by HCPs as just another company looking to “sell” more.
3. Form Relationships That Last
The most effective relationships keep the door open for continued business. But relationships don’t happen overnight — especially if HCPs aren’t familiar with your company or what you have to offer. The following tips can help move your relationships forward:
Position yourself as a helpful resource that’s there to support — not sell to — HCPs
Follow through on what you say to continue building credibility and confidence
Take a more personalized approach to email communications so they don’t feel generic or transactional
4. Implement Direct Outreach
Once your relationship is established, you can strengthen it by inviting your recipients to webinars or in-person events, providing connections to your HCPs and more. Connecting directly with your audience can also help you drive referrals.
5. Nurture, Nurture, Nurture (and Nurture Some More)
Once you’ve followed the steps above, the key is to keep engagement going. It may be tempting to shift the focus from customers you’ve already “won” to conquesting new prospects, but you’ll need to continue engaging these HCPs to maintain and strengthen your working relationships.
Increase Engagement with Ease
As your target audience progresses through their journeys, they’ll become more interested in your company, seek you out for more substantial and actionable materials/content, and want to engage you even further. MMS can help. Our industry-leading expertise makes us the ideal partner to help you build relationships, increase engagement, and drive referrals through effective email, direct mail, and social media marketing.
Contact us today to get started.