Programming
Event recap: Don’t Leave Your Consumer Mindset Behind When Creating B2B Healthcare Content
July 01, 2017
Healthcare is evolving from wellness to wellbeing – social, emotional, spiritual and financial – that’s dominating every aspect of our lives. Andy Jacobson, director, strategic communications for HealthFitness, shared some tips for how to think like a consumer to make your healthcare marketing strategy and content relevant and influential.
- We are all consumers. Don’t expect your audiences to check their influences at the door. Listen to what your clients and consumers like about the big influential brands. Don’t have a huge budget or enough staff? Be creative.
- Consumers expect targeted, personalized messages and experiences – whether they’re surfing the latest deals online or searching for healthcare.
- Own your experiences (and biases). How might these mindsets influence your content and strategies?
- Segment your audiences. Where are the people you are trying to reach? Leverage social media and technology to learn habits and meet consumers where they’re at.
- Don’t dismiss content ideas or attack strategies with all the reasons why you can’t do them.
- Customize content and make it relevant. Why are you creating the content? Will anyone care? Is there a call to action you can measure?
Andy also shared how he and his team follow a “consumer is king” mindset when developing a B2B content strategy, executing against it and determining the best way to share it.
- Collaboratively review and evaluate research to support the objectives you're trying to reach.
- Consider blog posts as means not ends. Use testimonials and pair content with video.
- Leverage content as public relations opportunities.
- Share content and findings through social media.
- Extend reach through in-person presentations. Extend your thought-leadership opportunities.
- Use metrics to tell your story. Don’t just share the numbers. Present consumer stories and anecdotes.