This is the last post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. Take a look back at the first post about partnering with the engagement center, the second post about understanding healthcare marketing financials, and the third post about creating dashboards for the C-suite.
No matter what industry, marketers can reap the benefits of nurturing prospects, leads, and customers. This strategy helps to maximize customer engagement, cultivate relationships, and drive loyalty, according to Salesforce Marketing Cloud.
Nurturing can also have an astounding effect on the number of qualified leads and cost per lead. Forrester Research found organizations that excel at lead nurturing generate 50 percent more sales leads at 33 percent lower cost per lead.
For healthcare, nurturing consumers is critical because care decisions often take time. The bariatric and orthopedic service lines, in particular, may see lead attribution periods of 1-2 years between initial point of contact and clinical conversion. Nurturing during this yearlong process ensures qualified consumers don’t slip through the cracks.
Whether the goal is to acquire new patients, lead them to conversion, or promote retention, nurturing fills potential gaps in the customer journey with communication and content to help maintain a high level of interest and ensure the health system stays top of mind. In order to successfully nurture consumers throughout the different stages of the patient journey, the health system must have the right strategy and technology in place.
Let’s look at three phases of nurturing in healthcare and tips for getting started: More