Marketing healthcare products and services: Ways to empower customers

Each year, millions of dollars are invested by the companies for marketing the healthcare products to the baby boomers because of the high income that they make in a month. In the year 2014, 80% of the retailers devoted more than 50% of the product and service sales to the baby boomers. Till then the millennials were entirely overlooked but it was again in 2016 that the millennials began to enter their ultimate years of consumption. Due to the fact that times are changing, it is important for the marketers to understand the difference in how they should market or promote their products to millennials.
 

With the high emphasis on face-to-face interaction and customer care service, baby boomers made the trend of shopping in brick-and-mortar shops popular. While we move towards a technological age, millennials are being considered as the population of the future as they account for more than 40% of the sales. They are higher probabilities that the millennials will shop online and leverage digital technology to set an influence and impact on their abilities to decide on a product.
 

Do millennials search online before buying products?
 

Millennials literally grew with the internet and hence they are always utilizing a wealth of information. Particularly in the health sector, they’re three-times more eager to make a comprehensive internet research of the symptoms that they have, they take a look at what they eat so that they are able to make informed and measured decisions.
 

Now, if you’re thinking of the ways and channels in which you should market your health products to the millennials, this is the key information that you should take into account. You have to put in the major percentage of your sales online due to the increased working hours and the extreme convenience associated with online marketing. You should make it clear how the market operates and how it generates a brand new source of income.
 

Should you sell your products directly online? 
 

Firstly, in case you don’t have an e-commerce website from where the millennials can purchase your products, you’re almost out of the rat race and you’ve got enough to catch up with. If you are looking forward to marketing your bioceuticals probiotic supplements and other health products, you should have a website which should be simple and user-friendly and which should have a well-designed sales process so that you can avoid cart abandonment rates.
 

Experts say that millennials have lower span of attention due to the mammoth information that they keep gathering everyday. Hence, if you wish to sell your products to them, you will actually require completing the procedure of sales through a page that is carefully designed for them. The page should be uncluttered and clean and every page should follow a similar format till they reach the payment page. They should also be allowed to share their purchase page on the social media once they’ve completed paying for the product. 
 

Things to imbibe in marketing plan for healthcare products
 

Besides marketing to millennials, you might be responsible for creating a plan for the general audience. Do you feel a bit overwhelmed about the steps and strategies that you should take? As the industry is pretty large, it is tough to decide where exactly your efforts should be focused. Let’s get started with few points to keep in mind. 
 

#1: Services and product audit
 

You have to know about your services and products in details. This way your life will be less stressful and your marketing will also be better focused towards your target audience. Try to design a matrix which is in perfect alliance with the buyer persona that you’ve sketched in your mind. Find out who will purchase the services and products that you offer. What is the reason that they will need your product? What sorts of problems will the services and products solve? It is only when you have a clear idea of all this, that you will be able to market your products effectively.
 

#2: Buyer personas should be defined clearly
 

Having a clear idea on your buyer persona can make or break all your marketing efforts. Make sure you define them properly in your marketing plan and you do your homework in the most effective manner. Have a discussion with the present customers and review the marketing trends to check where exactly your visitors are coming from and what exactly they’re looking for. Don’t miss any industry news and do whatever is required to create such a buyer persona.
 

#3: Create achievable and realistic sales goals
 

Your goals have to be specific, achievable, measurable, time and relevant. Whenever you begin to gain information and details from your team members regarding the business goals that you’re going to set, you should ensure they’re smart and all of the aforementioned points. Increasing leads can be a realistic marketing goal. But if you wish to make that smart, you set a goal which says increasing inbound leads by 15% by the end of 2018! Smarter goals are easier to attain and you’ll know how to make a goal a part of reality. 
 

#4: Identify your leads and sales process
 

You require having a basic understanding of the way in which the marketing efforts presently tie with the efforts of your sales team. Whenever you develop a marketing plan for your healthcare products, you could find the details regarding the process of sales. Make sure you include the best sources of your leads, the pain points of the buyer, the reason behind the buying decision of the customers and the common objections of sales. Apart from this, you also need to agree on lead identification tactics. 

As long the healthcare industry is concerned, the most vital thing that you can keep in mind is to be particular and know what and whom you’re targeting to. When the niche is smaller, the chances of people engaging with your specific company will also rise considerably.