Businesses are going to become more reliant than ever on their digital strategy, since face to face is on pause. In some cases it might be the deciding factor in whether they make it through the pandemic. We dont know what the new marketing landscape will look like exactly, but its sagfe to say that as we head to the new normal, it will be a mix of in person, and digital/virtual experiences.
The unprecedented, almost-total disappearance of all channels related to live events and conferences, and the increasing barriers on face-to-face business, pose an enormous challenge. In the next few blog posts I’d like to highlight digital strategies that offer proven success, starting with LinkedIn strategies. One of LinkedIn advantages is that it’s not just isolated to one industry or B2B. It can attract an industry like pharma, healthcare, and healthcare professionals looking to build community. It provides content and communications to be public or private.
What makes LinkedIn special?
There are more than 2.5 billion global social media users. That includes roughly 550 million on LinkedIn, which has become a central hub for
professional networking and conversation.
There are 7 core reasons why the platform is critical to an effective digital marketing strategy:
- Research – understand individuals and demographics
- Targeted Reach – filter your campaign to exact target audience
- Context and Relevance – the content is relevant to your audience
- Versatility – communicate through paid, earned or organic marketing
- Inbound Influx – LinkedIn pages are crawled by search engines
- Relationship-Building – peer recognition builds community
- Measurement – it’s digital – it’s all measurable and adjustable
How could it work for an industry like healthcare?
Interact with healthcare industry-focused groups
One opportunity LinkedIn provides to healthcare marketers is to participate in groups. Professionals and influencers in any field join industry-focused groups to engage with their peers, ask and answer questions, and network. Contributing insight, engaging in conversation, sharing and creating content via comments, and sharing content in groups will help build a relationship with potential clients.
Provide thought leadership for your influencers
LinkedIn is an excellent forum for companies to build trust among potential leads and develop a position as thought leaders in their industry. Econsultancy cited data from Deloitte that revealed 52% of physicians are interested in interacting with pharmaceutical companies through social media. Healthcare marketers can meet the needs of doctors and establish greater trust by publishing influencer posts on LinkedIn. It’s also a place where doctors can have peer to peer discussions about clinical trials and outcomes.
Provide a forum and conduct research
LinkedIn is a valuable tool for marketers to conduct research with doctors’ or any industry leaders specific interests, emerging technologies in the industry, common pain points, and perceptions of certain medicines and devices. Content and research uncovered in these forums can provide rich learnings among their peers, and help drive future communications.