In the ever-evolving world of health tech, a strategic approach to PR and marketing is non-negotiable. One of the leading marketing strategies of the moment is Account-Based Marketing (ABM) – a focused methodology that zeroes in on specific high-value accounts; for purposes of this article, execs at large health systems. As a full-service health tech PR and marketing agency, we understand that an effective ABM strategy relies heavily on the perfect blend of content, resonating deeply with its intended audience.
Here’s our expert breakdown of the ideal content distribution for a health tech company targeting the C-suite decision makers at large health systems:
50%
Industry insights + thought leadership:
Establishing authority in health tech requires a keen understanding of emerging trends and challenges. Articles and features showcasing deep industry knowledge not only position you as a thought leader but also foster trust among decision-makers.
25%
Real-world case studies:
There's a compelling story behind every successful health tech solution. Case studies, with their narrative power, vividly illustrate the practical advantages of your offerings, giving prospective clients a window into tangible results. Pro tip: Focus on the impact on the patients, and include as many stats as possible.
15%
In-depth white papers:
Healthcare decision-makers are on the constant lookout for exhaustive information before making pivotal IT choices. White papers, with their meticulous details on specifics, are crucial tools in their research arsenal.
5%
Engaging webinars:
These live sessions are opportunities for direct interaction. An excellently curated webinar can enlighten, engage, and even entice potential leads, further cementing relationships with vital stakeholders.
Just a test cotent
5%
Comprehensive eBooks:
When richly designed, these provide a panoramic view of topics of interest, incorporating your health tech solution in digestible chunks. Best practices, trends, and lists are perfect fodder for eBooks that cater to those decision-makers.
The unexpected voice - podcasts:
Podcasts are rapidly carving a niche in content marketing. Their on-demand nature, combined with a conversational tone, reaches out to an audience looking for both knowledge and connection. If you have a charismatic subject matter expert, listeners can discern expertise, authenticity, and passion. Moreover, strategic calls-to-action within podcasts can seamlessly transform passive listeners into active leads. They can be downloaded or streamed, and consumed while commuting, a perfect time to reach busy execs.
Complementing these primary content types are other versatile tools like infographics, enlightening blog posts, and dynamic social media campaigns. The essence lies in curating a suite of content that not only aligns with the target audience’s needs but propels your ABM objectives.