How to turn “we’ll talk it over” into “when can we start onboarding?”
Driving new software adoption is a constant challenge in the healthcare field and the struggle is exacerbated right now more than other verticals due to the increased restrictions on your prospects (physicians and healthcare) from the pandemic. HCP’s time was always hard to earn and they often view software upgrades as “nice to have” as long as their current solution is working. Getting in front of a physician during 2021 is a challenge none of us were prepared for and these restrictions are the uphill battle we face. How do you cut to the heart of the matter and prove your solution improves patient outcomes while also driving ROI?
KAIROS delivers the right message to the right person at the right time on the right channel.
Consider Everyone Involved In The Decision
KAIROS Intelligence Based Marketing campaigns begin by confirming your ideal account’s firmographics. What’s the right practice size? Can you only work with certain hospitals or departments? From there – we focus on buyer’s group identification within target accounts. If you sell a department-specialized EHR, we build persona profiles around the division director, the end user, the C-suite and the support staff. Every stakeholder and influencer gets identified and assigned an influence score. Therapy Rehab Directors have a different viewpoint of their department’s EHR versus the C-suite versus the therapists and support staff. We build a roadmap for the rest of the campaign by identifying ideal accounts to target, decision makers at those accounts, pain points and purchasing motivators.
Acknowledge Varying Pain Points In Your Content
KAIROS campaigns match content with demographics and psychographics of your buyer’s group. Let’s say you want to promote a new cloud based patient management software in Orthodontistry. An orthodontist late in her career needs to know that your cloud-based software enables better work-life balance – something the ortho is likely looking for as she ponders retirement. Meanwhile, a younger newly established orthodontist will be looking to drive growth and engage patients. Your service is tailor made for his new practice to enable quick starts with patients, contact them in numerous automated ways and can scale with practice size or location. KAIROS Workshops address situations like these to ensure your campaign has proper content coverage for every version of your buyer’s group.
Deliver The Right Message At The Right Time
KAIROS campaigns help you identify the buyer’s group and motivating pain points – but the essential ingredient is being able to target and reach the ideal HCP. We combine the world’s largest healthcare database with the power of Account Based Marketing in a solution proven to efficiently identify and qualify sales-ready leads in the healthcare device industry. For four decades we’ve provided industry leading content to healthcare professionals across our ten brands. We leverage email, video, social, offsite and onsite tactics to deliver messages to known users and unknown users with profiled behavior to build a preference for your product when it comes time to make a decision to buy.
Understand & Rank Buyer Intent
The final ingredient in KAIROS Intelligence-based Marketing is tracking and reporting. Our platform is set up to own first-party relationships with our users so that content affinity and reader behavior can be modeled to predict buyer intent. Our Campaign Dashboards allow users to drill down section by section to see what content and tactics are performing most efficiently. Our Engaged User Reports capture and score actions prospects take so your sales team can prioritize who to reach out to. KAIROS turns “we still need to talk it over as a team” into “my team really wants this solution in place next month”
Let’s Connect and Discuss Options
If you’d like to sit down with our team for a quick 30 minute discussion on how KAIROS Intelligence-based Marketing can help you exceed your 2021 goals, please reach out via the form below.