Account-based marketing: 5 tips for creating campaign content in the healthcare, health tech, biotech + life sciences industries

The healthcare marketing landscape is ever-evolving, and in industries like healthcare, health tech, biotech, Pharma tech, and life sciences, account-based marketing (ABM) campaigns continue to stand the test of time. Healthcare ABM campaigns offer a laser-focused approach to engage with specific hospitals, healthcare providers, health tech innovators, and other industry stakeholders; however, an effective ABM campaign requires more than a list of target audiences. Compelling, personalized content that resonates with each audience is also essential.

Here are five tips for crafting impactful content that fosters long-lasting relationships in the healthcare, health tech, biotech, pharma tech, and life sciences industries:

1. Define your target audiences in healthcare, health tech, biotech, pharma tech + life sciences industries

Whether targeting hospitals, clinicians, biotech researchers, or pharmaceutical technology companies, having a clearly defined audience is the true north of any great ABM campaign. Can you further narrow your audience by title, health system, revenue, or number of beds? The more specific your audience becomes, the more relevant the content you create and share will be.

For example, in the health tech sector, if your target audience includes health IT executives, narrow it down further to CIOs at mid-sized hospitals. This specificity allows you to tailor content directly addressing their unique challenges.

2. Do your research

Ensure your ABM content plan is guided by target account and target persona research. For example, messaging is not just about a health system's pain points but also the daily challenges faced by the C-suite executives you're trying to reach — burnout, staffing shortages, patient outcomes, reimbursement codes, etc. Including insights that speak to the concerns of your audience will endear them to you.

For example, in the biotech industry, when targeting researchers, focus on their specific pain points, such as the need for innovative lab equipment, grant funding challenges, or navigating regulatory hurdles.

3. Consult your experts

Look to your bench of subject matter experts in healthcare, health tech, biotech, pharma tech, and life sciences to develop enticing content. Be sure to pull insights from an internal bench of thought leaders and highlight key findings from customer case studies or success stories. These timely and unique real-world examples will help to showcase your authority, provide credibility, and underscore the impacts of your product or service.

For example, in the pharma tech sector, involve your pharmaceutical scientists in content creation to explain how your technology can accelerate drug discovery processes.

4. Think graphic + multichannel

The age-old adage, a picture is worth a thousand words, is as true as ever. Visual content helps quickly and effectively convey a message, which is critical in healthcare marketing campaigns that often tackle complex healthcare issues and information. Convey your visual message using a multichannel approach across email, social media, webinars, paid advertising, and even earned media.

For example, in life sciences, create infographics or animated videos to illustrate complex biological processes and share them across various platforms to engage your audience effectively.

Visual content helps quickly and effectively convey a message, which is critical in healthcare marketing campaigns that often tackle complex healthcare issues and information.

5. Monitor, measure, + optimize

Implement tools to track and measure your content's engagement and conversion rates. Analytics tools like HubSpot or Salesforce measure the impacts of your content and allow you to make data-driven adjustments as a part of frequent optimizations. These regular refinements to your strategy ensure outcomes are aligned with your campaign goals while fueling ideas for new, creative content. This is a cycle that – when executed properly – brings winning results!

For example, in the healthcare industry, use analytics to track how healthcare providers engage with your content, and optimize your messaging based on their preferences and behaviors.

By incorporating these tips and examples tailored to the healthcare, health tech, biotech, pharma tech, and life sciences industries, you can create ABM content that not only engages your target audiences but also strengthens your relationships within these highly specialized fields.