ABM Strategy in Healthcare: A Quick Overview

Apurva Pathak | July 5, 2022 | 401 views | Read Time : 03 min

ABM Strategy in Healthcare
Account-based marketing in healthcare helps marketers reach institutional decision-makers based on intent and target accounts. However, ABM becomes a bit more complex in the healthcare domain where the needs, regulations, and procurement processes vary widely, and so do the ways healthcare providers communicate. For an ABM strategy to work in this domain, effort, time, tailored content, and deep customer insights are necessary.

ABM Strategy in Healthcare

Here are the co-ordinated steps you need to take to implement ABM in the healthcare domain:

Getting Buy-in

Get buy-in from sponsors at the highest level and coordinate with functional stakeholders. Create client-centric teams and decide on KPIs that matter.

Identify Key Accounts

With the help of sales representatives and relationship managers, identify key HCP accounts that can benefit from your ABM strategy.

Conduct Extensive Research

Deep-dive into research on these key accounts, their history, buyer journeys with you. Find out their current and future needs and issues, and their status within the market.

Tailor Your Content

The research will help you tailor the content for your content marketing strategy. Address the decision-makers with content that solves their pressing issues to get the conversions you want.

Analyze & Adjust the Strategy

Analyze campaign results from time to time (preferably quarterly). Based on your identified KPIs, check what is working and what isn’t bringing the expected results. Adjust your strategy accordingly.

What to Expect from ABM in Healthcare?

Salesforce recently conducted research among healthcare marketing professionals. The results showed that 70% believed connected customer journeys positively impacted client loyalty and willingness to recommend products to others. So, ABM could be a great way to increase your revenue and get a higher ROI as compared to any other marketing strategy.

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Mostly Marketing offers all the bells and whistles of a prestigious Manhattan agency: high caliber web design, award-winning digital campaigns, big idea solutions, and continual client communication. The difference is that we don't break your piggy bank.

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Between Bombora’s Data Co-op of premium B2B publisher partners and the Bombora tag, its identity resolution system and unique data structuring approach allow customers to access the highest quality data in the market. These insights measure changes in research activity to see how businesses are adapting their thinking to new situations. “Businesses across all verticals need high-quality data to help seize emerging opportunities, drive innovation, and ensure their continued growth in an increasingly competitive global market,” said Mark Connon, President of Bombora. “The Upswell Report is the first time we’ve assembled cross-industry analysis so that companies can be aware of the latest trends and developments in their industries and their customers’ markets. 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Read More

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