Digital Marketing: Managing Customer Relationships
Marketing directly to a consumer base requires reliable content, trustworthy information, and a strong campaign. To send a positive message to customers, hearing care professionals need to build a relationship with the people they’re advertising to.
What is CRM?
CRM, or Customer Relationship Management, is a necessary part of gaining customers, or for hearing care professionals, gaining patients. When interacting directly with potential patients, businesses need to maintain a symbiotic relationship. If the patient isn’t receiving what they need, they’re more likely to stop paying attention.
Digital marketers need to understand how CRM factors into content creation. Showing patients what they want to see is the best way to encourage business and generate leads. If a potential patient is receiving content that highlights the benefits of a product, they’re more likely to buy the product. However, making sure this advertising is reliable and trustworthy is a necessary part of gaining a patient’s trust. All information should be factual and supported with evidence, or it will be disregarded as baseless advertising.
How to set up and work with CRM as an HCP
Customer Relationship Management is divided into four categories: marketing, sales, customer service, and support. Marketing is the focus of this blog, and the primary purpose behind most advertising. Once a patient has been catered to in the marketing department, they can be ushered into sales.
As a hearing care professional or audiologist, marketing requires a mix of two things: benefits and trust. By showing the patient the benefits of hearing aid technology or hearing aids, a professional can generate interest. Once the patient is interested in a product, providers have to convince them that their product is the best one. To gain their trust, a marketer has to show them statistics and testimonials that highlight the trustworthiness of the brand.
CRM software can be used to keep track of relationships and leads. The software contains programs and tools that allow you to organize contact information, take notes, and manage relationships with patients. A modern-day address book or rolodex, if you will.
How to do Email Marketing as an HCP
Email marketing is a powerful way to connect with potential and existing patients alike. To create a successful email marketing campaign, you have to build it from the bottom up. Simply mass-sending an email to everyone on your mailing list isn’t effective and might lead to patients unsubscribing or marking you as spam.
There are four types of general email campaigns: marketing offers, invitations, announcements, and newsletters. You should alternate between these to keep patients interested in your emails. Announcements should showcase new products, and invitations should encourage readers to attend events or conventions where they can meet the people behind the company, even virtually. Newsletters should be limited to monthly updates – more frequent newsletters will just pile up and become bothersome.
Marketing offers are arguably the most powerful of the four campaigns. They can entice readers into buying something and should showcase the benefits and features of a product. Discounts, new features, and testimonials should be included to encourage interest.
Ideas for WoM Marketing
WoM marketing, or Word-of-Mouth marketing, is one of the strongest strategies available. Nearly 90% of people believe a brand recommendation if it comes from a friend or family member. Because we’re surrounded by advertising almost every moment of our lives, it becomes easy to tune out recommendations from other sources. We trust our friends and family to give us helpful information, so we’re more likely to trust their opinion.
Here are a few ways from the team at Signia to make the most of WoM marketing:
• Dedicate a page to testimonials from existing customers.
• Create a unique hashtag for users to share their stories.
• Offer discounts and gifts to those who post referrals and reviews online.
• Encourage existing customers to talk about their experiences.