If you think LinkedIn is a poor fit for tech vendors selling to hospitals and health systems, I agree—with one major exception.

 

LinkedIn’s Message Ads (or Conversation Ads) could be your key to cracking the awareness of hospital leaders in your market. That’s because:

• LinkedIn has a dedicated hospital category…you can build lists of specific hospitals
• You only pay if they see a message, and messages are only sent when someone logs on—a huge advantage over email marketing. (This means those hospital execs who only stop in when they’re changing jobs aren’t an issue.)
• You can refine by specific hospital titles, regions, and management levels, and even upload your own lists
• They’re much less expensive than image ads and sponsored posts, with higher general ROI—this is also true in comparison to conference attendance and traditional media advertising. (I’ve used them myself to get hospital leaders on the phone)

And most importantly, your healthcare decision makers might be a lot more active than they appear.

 

 

Why Work with Me?

I know that it’s all a question of fit. This is a process of deciding whether and how LinkedIn fits with your target market. That’s why, before we get started on the service below, I offer a free assessment—you send me a prospect list or description of the hospitals and health systems you want to reach, and we’ll determine whether moving forward is worth your time. You’ll receive a screenshot and report with recommendations. (And if you’ve got someone managing your LinkedIn ads, I’d be happy to train them on hospitals and health systems.)

Also, if you’re wondering why you should choose me over a LinkedIn agency, I’m more of a middle ground—allowing you to maintain control over your campaigns through transparent processes and opening the door to collaboration so that we develop a system that works with your needs. I also understand enterprise healthcare, so we’ll be iterating to create a customized approach that aligns with your business goals and the specialized nature of hospital and health system buying.

Deliverables

• LinkedIn ads management

• LinkedIn conversation ad “email” creation

• Performance Reporting (monthly/weekly)

How it works…

Kickoff

• Develop lists of target accounts and/or position titles/roles

• Determine advertising budget (costs covered by vendor)

• Establish value props, goals, and messaging for each segment

• Determine appropriate content paths and CTAs

• Determine key metrics

Execution & Assessment

• • • Add me as an admin on your Company Page (“content admin”) and your Ads account (“Campaign Admin) to limit my access only to what’s necessary
    • Determine who’s active on LinkedIn and evaluate what they’re responding to

  
  
  

  • Determining 1-3 elements to adjust for each segment during refinement phase

Refinement & Reassessment

• • • Adjusting messaging, targeting

  
  

  • • Assessing results

  
  

  • Repeat

Pricing

You have two options, depending on what fits with your budget and expectations. (Ad spend will also be your responsibility.)

Option 1: Value-Based
You don’t pay me unless we find leads. This option is performance based (with the option to switch to a monthly retainer) once viability is established and performance has leveled out.

This can work at either a flat per-lead rate or we can establish a percentage of customer lifetime value (CLV). Option to switch to a monthly retainer once we’re in maintenance mode.

Option 2: Traditional
Hourly rate ($400) + per-message rate ($250-$500). You can set limits as needed. Billed monthly.

 

Ready to get started? Fill out the form below or grab a meeting time here!