Selling to healthcare professionals can be a complex process. Often, a sale can require multiple touch points and a mix of marketing outreach and relationship building. Through digital advertising, companies that target healthcare professionals can stay top-of-mind with prospects at each step of the buying journey.
There are five essential reasons why digital advertising is a must when aiming to reach healthcare professionals.
#1: Increased Reach
In advertising, choosing the right medium is essential to reach the right audiences. Today, the best place to connect with healthcare professionals is through their mobile devices, laptops and other forms of technology.
Why is that the case? Healthcare professionals are being educated and trained with the newest and most innovative technologies. Kaiser Permanente School of Medicine, planning to open in 2020, recently announced that they will train students with modern technology. Mark A. Schuster, founding dean and CEO of the Kaiser Permanente School of Medicine, stated in a TechTarget article released in early April, 2019, “We will help our students become lifelong learners so that they can continue to learn and adapt to new information and technologies years after they’ve completed medical school.” To help inform healthcare professionals about your own innovative products and services, healthcare marketers need to be able reach healthcare professionals across the very devices they are learning on and with the most innovative ad tech available.
#2: Precisely Targeted Audiences
Anyone who spends time online has likely noticed ads that relate to their interests or career. This isn’t an accident. Instead, it’s the result of the advertiser focusing on defining precise target audiences.
#3: Expanded Brand Awareness
When selling to healthcare professionals, the sales cycle can be lengthy, especially for big-ticket items. Decision-makers can spend months researching and evaluating options before finalizing a sale. With digital advertising, companies can keep their identity and message in front of prospective buyers at every stage of the buying journey.
When target customers see digital ads multiple times, they start to recognize and build a positive association with a brand and its products. Repetition breeds awareness, awareness breeds trust and trust drives sales.
#4: Access to High-Value Ad Data
Marketing expenses can add up quickly, so it’s essential to evaluate their effectiveness. Through digital advertising, marketers can gain in-depth information on ad performance such as purchase, registrations, website visits and more. They can find out how many people viewed their ads, assess who interacted with them and get current ad spend information.
Best of all, digital advertising metrics don’t take weeks to acquire. Real-time data is readily available and this allows healthcare marketers to assess and adjust campaigns to maximize results.
#5: Cost-Effective Marketing
Compared to traditional advertising, digital ads are extremely cost-effective. Print and media ads can cost hundreds to thousands of dollars even though they have limited reach. By contrast, effective digital ads can cost as little as a few dollars per interaction and still have tens of thousands of views.
Unlock the Power of Digital Advertising
Digital advertising has become a mainstay of many marketing budgets. In 2019, digital advertising will top $129.34 billion and surpass traditional advertising for the first time, according to research from eMarketer. By 2023, digital advertising will account for two-thirds of all media spending.
Clearly, digital advertising is growing in importance. Companies targeting healthcare professionals need to take heed of this trend. Those that do will reach new targets, increase sales and set a course for a prosperous future.