The hospital sales cycle can reportedly run nine months to a full year—but I’ve seen it get as high as three to five years depending on the product.
That reality is why any marketing leader building relationships with hospitals—they should be exploring account-based marketing (ABM).
While it can be a complex mix of website experience, retargeting tactics, sales strategies, and personal involvement of the C-suite, the lifeblood of ABM is content that simulates an ongoing conversation.
When you’re looking at months and years of relationship-building with hospital CEOs, CFOs, revenue cycle leaders, technology heads, clinical leaders, and other decision-makers, your content demands can quickly add up.
This is where modular content comes in.
Created in the same spirit as adaptive content, modular content is the creation of pieces that can be changed and shifted based on specific personas, roles, and topics. This includes:
- White papers
- Case studies
- Video adaptations of content
- Blogs
- Solution guides
- Industry reports
In my role as a healthcare tech writer, I work with you to create a “base” form of each type of content so that from the beginning, specific sections can be traded out and changed as needed—helping to increase the ROI on your content marketing budget.
In my role as a strategist, each piece is created to be an actively contributing member of a broader themed content funnel — and to exist as a productive part of your content ecosystem. (Here’s an example of where that process starts.)
I have experience working on marketing platforms including Pardot and Salesforce and have an up-close understanding of how content is used on a practical level.
Need support in developing personas and messaging? We can work together to develop themes on labor strategies, the clinician experience, interoperability, nurse burnout, population health, budgeting, revenue cycle, and beyond—or we can pull in support from my market research partners specialized in healthcare technology.
When you’re ready to get started, I’d love to be a resource. You can shoot me an email at growth@locutushealth.com or set up some time to talk here.