If you’re a well-established brand, you’ve probably at least heard of business-to-consumer healthcare. That is, as the name suggests, any business between the consumer and your brand. However, not as commonly discussed, would be business to business. B2B healthcare is when business is done between two healthcare brands.
B2B can be very helpful and although it tends to shift in focus ever so often, there are trends your brand can follow to make the most of B2B. The following guide will help you understand some of the trends occurring now. Here at NewGen, we understand these trends and can help your brand maximize them. Feel free to reach out to us with any questions regarding this topic or other marketing questions.
What is B2B in healthcare and How is it Used?
So what exactly is B2B? Well, think of it this way:
B2B is a business supplying a healthcare product or service to another business. This form of business can help expand the services of your brand and/or provide a more effective alternative to the services your brand currently offers. B2B is unique because of the industry’s growth and challenges.
2022 has shown an increase in brands constantly vying for attention to showcase their products but to also inform them of new and upcoming projects. It takes an expert strategy to manage all the elements of B2B.
Trends in B2B healthcare marketing
Healthcare marketing is changing and always will undergo constant changes. Everything is undergoing a technological modernization of previously established systems, making them faster and much more effective. Healthcare is no different. It is essential to capitalize on these fast-paced changes and new trends in order to move your business forwards.
These trends can help you use digital marketing to your advantage and encourage customers to come to you before finding your competitors.
Data-Driven Marketing
One of the most significant advantages of digital marketing is the ability to better understand and serve your customers. This is possible because of data as well as new methods of data collection.
There is quality data available to let you know where your customers are, what their needs are, and what they are searching for. When you know these details, you can create content that matches their needs and present it where they already are.
Data can help you transform your generic campaigns into customized, strategic digital advertising solutions. If your marketing efforts are focused on quantity, it’s time to consider quality. Focusing on targeting will create better leads.
Digital Research
Similar to when you search for a restaurant near you on Google, healthcare providers turn to the internet to search for products, services, and vendors. In fact, a good majority of hospital administrators turn to the internet to do their product research. While online, buyers are researching product features, identifying vendors, and comparing products.
As more and more buyers turn to the internet to gather information, B2B healthcare marketers must create content to satisfy those Google searches. Marketers have their own digital research tools to help understand what potential customers are searching for to tailor content to match.
This is one part of a good search engine optimization (SEO) strategy. SEO can help you appear at the top of the search results to ensure your customers find you before your competitors. NewGen is an SEO expert and knows exactly how to maximize this strategy. Feel free to contact us for more information on SEO.
Social Strategy
In 2007, Facebook officially launched its ad platform and started its domination of the social ad market. However, in the last few years, Facebook lost share as the most important platform for marketers. While it is still a valuable component of your digital marketing efforts, it is not the end all be all. Consider other options that are more fit to communicate with your audience.
Relying on healthcare marketing data, you can find the best strategy of where, when, what, and how to communicate with your ‘who.’ For example, LinkedIn has become quite popular in terms of connecting brands to other businesses for services.
However, ads on Facebook play differently than ads on LinkedIn. Facebook is the place to share personal news and mindless scrolling. LinkedIn is a professional platform with a focus on business accomplishments and networking. For B2B marketers, LinkedIn generates more audience engagement, and your ads should reflect that.
It’s best to do your research and understand the best social media for your business needs. Once you know this, you can create content to match your customers’ needs and present it on the platform where they are.
Doing More with Less
You’ve likely heard a similar complaint from fellow marketers over the last five years: we are stretched too thin. Marketers, especially B2B marketers, are trying to reach customers in so many spaces it is difficult to keep up.
When your team tries to balance sales needs, trade shows, email marketing, social media, and digital advertising, it makes specialization and expert strategy difficult. That is why more marketers are partnering with a digital agency partner to lean on for expertise and customized campaigns.
It can be challenging to know when it’s time to turn to an agency. However, like the healthcare industry, marketing is changing quickly. Working with an agency is an excellent opportunity to rely on their detailed knowledge and understanding of the latest trends in their specialty. They can implement new ideas and technology for your business, allowing your team to focus on their strengths.
What NewGen Can Do
If you have a brand and could use some help with your business, whether it be marketing strategies or content creation, NewGen can help! We understand the importance of taking advantage of B2B trends and can help you come up with an effective marketing strategy specific to your brand’s needs. With the right strategy and implementation, we can take your brand to the next level.
If you have any questions about B2B, general marketing, or are interested in working with us, feel free to reach out today!