Positioning your products as solutions to specific industry challenges is a powerful way to win new business. Industry marketing can be a smart way to allocate your promotional budget because it helps you zero-in on people who are more receptive to your messaging.
“A vertical strategy can open new doors to where there may be less competition.” —Olin Thompson
But to have credibility, you must speak their language and understand both high-level and granular challenges that professionals within that industry face each day. “Many industries have their own vocabulary that everyone in the industry uses instinctively.” —Olin Thompson
Take healthcare, for example. Doctors, nurses, and administrators may work anywhere — from an office, to an urgent care center, or a hospital. Whenever decision makers in healthcare consider new products or services, they must weigh a number of key factors unique to their industry.
Healthcare vertical industry content and website pages developed for Canon USA
Speedy access to accurate patient data can be critical — and there is a massive drive to help track and reduce costs. Privacy, security, and compliance with HIPAA regulations are also important. In recent years, concerns around electronic health records (EHRs) have emerged as a technology issue that impacts daily procedures at all levels.
Medical practices will often leverage special technology that you may want to make sure your products are compatible with. Hospital personnel seek ways to expedite time consuming processes like admissions, lab test requests, and patient discharge. Healthcare professionals also appreciate advances that help ease paperwork, streamline EHR handling, and facilitate authorized use of mobile devices with network systems when appropriate.
“Healthcare marketing and advertising can appear to be complex, confusing and daunting.” —Stewart Gandolf
To be sure, that’s just a sampling of important industry concerns for healthcare marketing. Mainly, it’s important for your team to understand the biggest challenges healthcare professionals face each day in relation to how your offerings might address them. Performing deeper research on healthcare pain-points will help you wield industry terminology better, so you can position your solutions with more credibility.
“This is a huge opportunity for businesses to improve the quality of their leads by offering hyper-relevant content for potential customers looking for answers to their problems.” —Matt Malone
Spark Creative has developed vertical healthcare marketing material – including content and sales support collateral – for many clients over the years. Common deliverables include brochures, one sheets, videos, web pages, information graphics, market primers, white papers, customizable presentations, and much more.
Because we understand the challenges medical administrators face, our team can help ensure your vertical healthcare marketing efforts will resonate with these more qualified industry professionals.
Spark Creative can lead you through the process of developing powerful vertical healthcare marketing and support materials in an organized, purposeful way. So, why not get started today?
Talk to us about how you want to leverage video and web videos.
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Sources may include:
Vertical Marketing Works – The Numbers Prove It, Olin Thompson, Sterling Hoffman
How to Use Vertical Marketing For Better Leads, Matt Malone, Gravitate
Apple’s New Health App, ResearchKit, Turns iPhone Into A Medical Research Tool, Lauren Goode, re/code
6 Proven Ways to Market Any Healthcare Organization, Stewart Gandolf, Health Care Success