1.Speak to your engaged audience
If you aren’t getting the results you are looking for in your marketing campaign, maybe it’s time to take another look at your audience. Start focusing on the most engaged individuals. Review your past or current program metrics to see who has engaged, what questions they are asking, what products they are most interested in and what wound care facility they work in. Get to know your interested audience and begin speaking to them directly. Once you take steps to nurture the relationships with your active audience, you’ll see even more interaction.
2. Validate your audience
In the wound care industry today, the competition with technology and innovation is fierce. Make your product stand out by showing what it can do. Incorporate case studies, peer-reviewed data, support of a professional organization or additional third-party validation to your marketing programs. This is the information you audience values, make it easy for them to find.
3. Welcome feedback on your product
The more information you can gather from your audience, the better. Opening the door for conversation may lead to a floodgate of information you didn’t even know you were looking for. Finding out why wound care professionals prefer your product over another, what situations they tend to use it in, or learning about a great or maybe not-so-great experience they have had with your product is all extremely valuable feedback. Perhaps your audience hasn’t been getting the optimal result from your product because of a misunderstanding in your marketing approach. Or maybe your audience has found a new use for your product that you can advocate. You’ll find that the wound care industry is full of rewarding experiences that professionals want to share—give them the platform to do so.
Use these guidelines to make adjustments to your marketing strategy. Evaluate the responses you receive from your target audience and continue to adjust as necessary; no market strategy should ever be completely static. Implementing campaigns that include, engage and validate your audience will give you substantial results. Want to learn more about how to use these approaches in your next campaign? Check out our Product Navigator Webinar, Custom Webinar and White Paper programs. These programs are a great way to learn more about your audience, validate your product and give them an opportunity to engage with you.