The healthcare marketing landscape has undergone a remarkable transformation in recent decades. Before, messages were meticulously crafted to appeal to specific target audiences. The message itself was the driving force. Then, marketers distributed the message through various channels. For example, trade magazine print ads, television commercials, and print sales collateral.
The emergence of digital marketing has reshaped this paradigm. Paid search ads, website search engine optimization (SEO), website landing pages, email, and social media campaigns rule the day. This shift has caused many marketers to shift their focus. Now, they focus on maximizing impressions, clicks, and website visits to control the customer journey. Unfortunately, they forget about the importance of messaging.
Many digital marketing specialists and agencies have focused their careers on understanding and optimizing these technical marketing channels as they have evolved. In this blog, we’ll explore the shift in marketing toward operational digital tactics, such as SEO and keyword optimization, by suggesting a renewed emphasis on (and the importance of) strong buyer persona-centric messaging.
Digital Marketing Is Marketing Operations
Many digital marketers believe the primary goal is to ensure a business and its products are discoverable and purchasable online. As such, marketing success metrics often revolve around eyeballs and engagement. But, in the healthcare IT world pretty much no one is purchasing products via a website. Buyers primarily make a purchase only after speaking and meeting with the seller and likely only after speaking with another user of the sellers products.. They need to confirm a solution can solve their problems.
So, it is crucial to remember that in healthcare IT and healthcare in general, Google is not your customer. Rather, it is a tool that enables a company to capture the attention of prospects. It helps them find you as they progress along their buyer’s journey.
The more important behavior is what happens when they land on your website. When prospective customers find you it’s essential the content they encounter resonates with them on a personal and professional level. Messaging needs to cater to the needs and desires of each unique persona as a real person. Not as inputs for search algorithms. This means:
- Building strong, targeted messaging that communicates problems you solve and the value your solutions offer.
- Using language that resonates with each buyer and influencer persona to prove your expertise.
- Providing proof points to build credibility
Putting the Message First
Focusing solely on the operational aspects of digital marketing puts the cart before the horse. Even in the digital marketing era, the message must come first. It’s essential to understand your target audience, their pain points, and your unique value proposition. This understanding should guide the creation of messaging that aligns with your overall marketing strategy and captures the attention of your target audience.
Crafting compelling content requires a deep understanding of the problems your products or services solve and the value they bring to different user personas. This understanding is not something achievable by sitting down and writing. It necessitates direct interactions with prospective and current clients, as well as sales, to gain insights from their unique perspectives. Impactful messaging evolves over time. It must take into consideration the following:
- shifting market demands
- changes in prospect needs and workflows
- evolving clinical IT ecosystems
Comparing the Impact of SEO-Optimized vs. Human-Centric Messaging
Let’s look at how messaging can differ when crafted for SEO optimization compared to a more human-centric approach.
Example 1 (SEO-Optimized Message). Our Radiology PACS solution offers state-of-the-art features for streamlined medical image interpretation. With IHE compatibility, DICOM-web and FHIR integrations, and advanced image analysis tools, our radiology PACS system is the solution you need. Explore our PACS system software today and take your medical imaging to the next level.
Example 2 (Human-Centric Message). In the world of radiology, precision and efficiency are paramount. XYZ PACS empowers radiologists, clinicians, and healthcare professionals like you. Experience the ease of interpreting and analyzing medical images, seamless integration with your existing systems, and improved patient care. With our solution, you can confidently make critical diagnoses and provide better care to your patients. Discover the future of radiology today.
In the first example, the message optimizes for search engines, with a focus on keywords. Sure, this “keyword soup” approach might increase your search ranking. Yet, it does little to communicate the unique benefits of your solution or encourage a searcher to visit your website.
In the second example, the message resonates with a human searcher. It highlights the application’s impact on patient care, the reduction of administrative burden, and the improvement of operations. These are actual benefits far more likely to appeal to healthcare professionals.
Appeasing Google While Appealing to Human Buyers
Remember, Google is not your customer. You do need to appease Google with SEO and keywords in your unique online marketplace. But you still need to appeal to the needs, emotions, and desires of the human buyer. Striking this delicate balance falls under the purview of product marketing.
An experienced healthcare IT product marketer should have a deep understanding of digital marketing techniques. They should also know your target audience, the value your solutions offer, and the competitive landscape. As such, they will be able to elevate your messaging to both drive awareness and generate actionable leads in the digital world.
Are you ready to take your digital marketing program to the next level? Our healthcare IT product marketing experts take a balanced approach. We combine SEO with content expertise to help you create impactful, customer-focused marketing strategies. Contact us to learn more.
