In this LeadSquared webinar, Jenn Lyles, award-winning marketing and lead generation consultant for vocational schools will discuss tangible takeaways to implement immediately so you don’t fall behind during the COVID-19 crisis.

Key takeaways:

  • Changes top colleges are making in the spend & marketing communication.
  • Steps to make your messaging direct, emotional and targeted towards the current scenario.
  • Campaigns you should test immediately to quantify the response rates in your region.

Click to download the presentation deck of Don’t Stop Marketing webinar.

customer experience

Informed and convenient customer experience becomes a vital asset when your primary goal is to add customers around the clock. For any business, it is one of the most essential things. Generally, at a time, your employees are managing many tasks. In such thick of things, providing close attention to every lead or opportunity is not an easy job.

Considering this, many organizations started investing in automated self-service. They are leveraging AI to automate customer interactions and improve customer experience. Servion clearly states, 95% of all customer interactions will, in fact, be powered by AI by the year 2025.

Businesses today acknowledge the tremendous value and ROI that great customer experience can generate. This is the reason why a great number of them are making use of AI at various touchpoints of the customer journey.

Gartner has envisioned 85% of customer interactions to take place without the need for human intervention by the end of this year. AI’s successful implementation in customer experience, though, depends on three foundational capabilities, namely business interaction, data unification, and real-time information. Let’s look at how AI can transform it for the better.

4 Ways to Redefine Customer Experience by Leveraging AI

Whether you might know it or not, AI is a regular feature in our daily lives today. It can do everything from learning your preferences to making suggestions based on that information. If you have interacted with Google Home or Alexa, you know what we are talking about.

But, how are companies using AI to enhance customer experience? Moreover, how can you do the same for your business? Here, we will look at four ways you can leverage AI to redefine the customer experience.

1. Predictive Personalization

To provide a holistic and customized experience you must study your customer’s behavior and mold your offerings, accordingly. That’s why there is no surprise when 71% of B2B customers say that they interested in using AI for personalization while another 63% of them want to use it to identify trends.

Predictive personalization can empower organizations to study the behavior of users and then predict their actions based on it. Today, organizations are efficiently using AI to enhance CX by integrating it within every touchpoint of the customer journey. Almost 31% of marketers identifying the practice to help them get a better understanding of the customer.

AI-enabled personalization can be so effective that it can make customers feel that the service or brand experience was tailored for them. The most robust example of this is Amazon’s algorithm that personalizes the retail experience for shoppers by recommending them products.

Their work has paid off, too, with Amazon claiming that 35% of their revenue came from these recommendations. Customers, on the other hand, seemed to wax lyrical over it, by saying that they would return because of the satisfaction that a personalized experience provided them.

2. Improved CX With AI-Powered Virtual Assistants

AI’s potential to combine the power of predictive analysis and customer insights to boost customer experience is almost unreal. With it, you can study customer behavior to automate common queries. It will enable users with product knowledge to better serve themselves. In fact, almost 83% of organizations could find greater engagement if they provided better in-person service.

Integrating this information within a knowledge base and deploying it through an AI-enabled chatbot can help you make it easily available to the customer. Not only is a knowledge base a great way to empower customers,  but it also helps businesses save over 30% in support costs. It reduces the turnaround time through chatbots that can automate almost 80% of routine questions.

3. Automated Email Content Curation

Did you know, according to 80% of marketers, content personalization is more effective in targeting customers?

With the help of machine learning, you can design algorithms to track the user’s website and email browsing data to understand the kind of content they engage with. This information enables the algorithm to identify relevant content and target the customer with personalized emails.

In fact, using AI to segment and customize email has been found to increase click-through rates by as much as 14%. Apart from that, AI is being used to create effective CTAs and email subject lines. In doing so, brands have been able to achieve an increased average open rate of 7.4% and a click rate of 0.4% while simultaneously providing a better brand experience that moves users further down the sales funnel.

4. AI-Enabled Analytics to Inform Customer Behavior

The potential of data and analytics to inform CX is second to none. In fact, it’s been predicted that more than 40% of all data analytics will resonate with an aspect of customer experience by the end of this year.

The usage of data and analytics to gather customer data across the departments of social media management, digital commerce, customer service, marketing, and sales is already very prominent. According to recent big data statistics, the data analytics software market saw a rise of 14% over the course of just one year from 2018 to 2019, with a predicted CAGR increase of 10.48% expected by the end of 2027 resulting in the total market value of $103 billion.

When combined with AI, companies can obtain actionable insights after feeding intelligence into operational tools like marketing automation and CRM. Businesses can then make use of these insights to enhance customer engagement. They can enable employees to help users make informed decisions and consequently provide better CX.

With tools like text analytics, ML, and facial recognition software, companies can find out the engagement patterns of their customers, recognize relevant offerings, and convey them in real-time. AI-enabled analytics can sift through these layered silos of complex data spaces and unlock more business opportunities as a result.

More Intelligence?

Customer experience and AI walk hand in hand. If you want to stay ahead of the curve, now’s the time to leverage AI for your business operations. With AI having penetrated every aspect of our daily lives, businesses are making use of it to drive customer journey analytics and deliver an exemplary customer experience.

healthcare sales strategy

Healthcare sales strategies are a bit different than strategies for selling say, a consumer product. The healthcare industry is constantly changing, and you need to adapt your sales strategies for the best results. In this post, we will explore the best healthcare sales strategies that can propel your business towards a trajectory of growth. 

So, here is the first and one of the most vital strategies.

Know Your Customer’s Purchasing Hierarchy

Selling to healthcare cannot rely on a “one-size-fits-all” process. Every client you come across has a different buying process. For instance, you need to interact with only one decision-maker when you are selling to a clinic or doctor’s office. On the other hand, selling to a hospital will mean convincing several people. 

According to Google Think Insights, most healthcare sales involves various decision-makers like doctors, CEOs, CFOs, administration, IT team, medical directors, and more. 

healthcare sales strategy for prospecting

It’s crucial that you learn your healthcare buyer’s organization chart to know about all the decision-makers in the buying process. You can work out the purchasing hierarchy by talking to your existing contacts and sourcing information from your inter-organizational network.

It can also be helpful to check out platforms like LinkedIn for organizational hierarchies. 

Serve Your Customer’s Customer

Businesses in healthcare may not always serve directly to the end customer. The pharmaceuticals or medical equipment you sell to a hospital will ultimately serve the patients and not the doctors. 

The trick to land sales in healthcare is to focus on your customer’s customers. A doctor or hospital is more likely to buy your product if you can make their patients’ lives easier. So, focus on the patients and try to align the benefits of your product with patient needs while you give your sales pitch

This method really works, as 42% healthcare organizations make buying decisions based on user requests.

Take Your Brand to Doctors

This is an old technique that still works today. You need to take your brand to doctors and specialists so that they can help sell your product. Obviously, as we said above, you need a product that fulfills patient needs. 

While you pitch, stop relying on traditional resources like brochures or flyers. Arm your sales reps with mobiles and tablets to take advantage of visual presentations that create more appeal. You can show your clients relevant videos and give a walkthrough of how your product makes patients happier.

According to Google Think Insights, mobile devices and videos are key factors that influence healthcare administrators. 

Create an Online Presence

A professional and well-built website is a must to sell your healthcare products. Do you know why?

Here are some reasons from the Think Insights report we cited above-

  • More than 50% healthcare administrators research vendors and products online
  • 94% use the internet to research product features
  • 90% identify vendors on the web
  • 82% compare products online
  • 81% decision-makers directly contact a vendor after an online search
healthcare sales strategy ideas

Unless you have a website, you will obviously miss out on a huge selling potential. So go ahead and build a solid website with good content that helps customers know more about your offerings. 

Invest in PPC Ads

PPC ads will help you capitalize on searches people conduct on Google and other search engines. You can display your ad on top of the search engine results and drive more traffic to your website or landing page for conversion. You can also check out our article on healthcare marketing strategies that talk in detail about all the digital channels.

While you plan your campaign, dedicate a bit of budget for Facebook and LinkedIn advertising. You can even advertise on healthcare platforms like WebMD, which is used by 71% of patients and providers as their primary source of health information. 

If you are an individual practitioner, you might want to target local customers with your PPC ads. Most of your patients will come from your locality, so it makes sense to target that market.

sales-funnel-for-managers

Be a Product Expert

Healthcare buyers are now more informed thanks to the internet. You saw a little while ago how healthcare administrators research and study products online. As a result, it’s not enough just to know about the benefits of your products or give a gist of your offering to a client.

Healthcare decision-makers will ask very specific questions about your product that you must be able to answer in order to close the deal. It’s not enough just to know the benefits of a product; you also need to know how it works, how it can help patients, and how it can ensure profitability for your client. 

You should stay on top of the latest news and industry publications to become a subject matter expert. Your confidence and knowledge will help you convince your client and close the deal successfully.

Track Your Performance

Whatever strategy you adopt, it’s really crucial to track the numbers and figures. You need to measure the effectiveness of each strategy and whether it leads to an increase in sales. 

Refine or scrap a strategy if it fails to bring results while replicating those that work. You should also analyze your customer and sales data to form insights and make better sales strategies. 

The best is to use a HIPAA compliant CRM to track your leads, sales, and customers from a single interface.

Arm Your Sales Reps with Mobile CRM

Want to increase the efficiency of your sales reps?

Then consider empowering them with a mobile CRM to build a super productive sales team. You can track and manage your sales activities and know what is going on in the field.

A mobile CRM also helps your reps to manage their day efficiently. They can access all leads with address and location and keep track of their meetings. The CRM also suggests potential upselling and cross-selling deals automatically to your reps based on customer history. Consider going for a reputed field CRM like LeadSquared for the best results.

Healthcare is an ever-evolving industry. Naturally, you also need to evolve your healthcare marketing strategies to get more patients through your door. The current healthcare marketing efforts are vastly digital, so it’s the right time to take your marketing online. 

Today, we are going to present some super cool healthcare marketing strategies meant to work!

Target Local

According to Lyfe Marketing, 83% of your patients arrive from within a 5 to 7-miles radius of your clinic or hospital. That means you got to target local customers to get assured patients.

One of the best ways to target local customers is to invest in PPC ads. Why?

Healthcare consumers always search online before they book appointments. In fact, searches on Google drive 3-times more patients to hospitals than non-searches. Also, patients who book appointments conduct 3-times more searches than other consumers. 

PPC ads are even more effective than TV ads. In 2021, digital healthcare investment was expected to cross TV ad investment for the first time. So, run your ads targeting local customers and get more patients walking in!

Also, don’t forget to add your phone number in your ads (we will tell you why in a little while).

Create a Strong Online Presence

Build a Website

You obviously need a professional website to help patients find your service and clinic. PPC ads also need a landing page to make the most of your investment. Invest in a good website focusing on the following-

  • Create a patient portal 
  • Enable online bookings
  • Offer assistance via live chat
  • Develop good-quality content
  • Invest in SEO

Join Social Media

Join popular social media sites like Facebook, Twitter, Instagram, LinkedIn, and others to expand your reach. You can create official business pages and promote your band. Consider joining relevant communities and groups where you can provide your expertise and become a thought leader. 

Building an online reputation helps develop trust among patients, making them more likely to go for your business. 

Don’t Forget The Importance of Phone Calls

Even in this age of the internet, most patients like to call before booking their appointments. Consider the following-

healthcare marketing strategies for phone calls

Most patients will call a healthcare provider after searching online. That’s why we suggested including your phone number in PPC ads. 

You should also consider investing in a hosted PBX with IVR (interactive voice menu) to help patients access information and book appointments. Why we suggest a digital receptionist is because you can save on wages and take bookings 24/7 without the need for human involvement. 

Educate Patients and Raise Awareness

You can educate patients and get yourself some loyal customers in the process. You must have seen how clinics and hospitals have brochures and leaflets that provide health awareness and tips. Instead of depending on old ways of education channels, think modern and adopt technology. 

Install Digital Signage Around Your Establishment

You can install digital signage in your waiting areas, lobbies, reception, and spaces where your patients are likely to sit or wait. The digital screens can display static images, texts, videos, and more. You can even directly stream videos from YouTube and your disk to create more appeal. From time to time, share preventive healthcare tips to help your patients stay disease-free.

Digital signage also works to attract customers. You can install them outside your clinic to help people discover your business. Digital signage attracts 72% more attention than web ads and has a 47.7% effectiveness in raising brand awareness. 

customer experience management

Make the Most of Email Marketing

Email marketing is still a very effective means of converting customers and bring in additional revenues. It’s also one of the best healthcare marketing strategies to keep your existing customers engaged and encourage them to spend more. 

You can send your patients informative newsletters, updates on trending health concerns, industry news, and more. Emails are also great to remind patients about upcoming appointments and push extra services without appearing salesy. Think of using an automated email marketing solution to schedule and manage your emails for efficiency and saving time. 

You can easily collect emails from patients who book appointments by making it required information for scheduling appointments. Many healthcare businesses also set up web forms on their website to collect email and patient information for marketing.

Consider Messaging Apps for a Personalized Approach

9 out of 10 doctors in Brazil use a messaging app to stay in touch with their patients. Healthcare organizations are increasingly using messaging apps like WhatsApp and Facebook Messenger to communicate with their patients in a more personalized way. Patients are more than happy to share their numbers in exchange for helpful tips and something valuable that can promote their health. 

You can, for example, create a WhatsApp group with your elderly patients at risk of Osteoporosis. Then you can share tips and exercises that help them improve their lifestyle and mobility. This personal approach works much better to create a strong relationship with your patients. 

As a result, you can expect them to keep coming back to you for more appointments.

Invest in a Healthcare CRM

Healthcare organizations, especially small clinics and doctors, don’t have much time on their hands to manage their marketing efforts. Instead of making your marketing suffer, consider going for a healthcare CRM like LeadSquared. You can-

  • Create 360-degree patient profiles
  • Segment patients for targeting
  • Capture and distribute leads
  • Qualify and prioritize leads
  • Capitalize on every follow-up with task automation

LeadSquared healthcare CRM is HIPAA-compliant and helps you provide an unmatched patient experience. You can also convert more leads and increase your revenues while reducing costs and inefficiencies.

Best of all, you can try it for free!

Key Discussion Points:

  • How to generate more leads during this time?
  • How firms like Nielsen & BCG reports see the aftermath of COVID-19 on Indian businesses?
  • Where is your audience available or spending time during and after it’s over?
  • What you definitely need to talk about in your marketing from now onwards?
  • How can businesses deliver better outcomes in times of a crisis?
  • What has this crisis prepared us for and how can we be better planned for.

Speaker

Aditi-Ohri

Aditi Ohri
Co-Founder, Emporiom Think Digital

With over 10 years of experience in helping brands with their marketing and advertising problems, Aditi facilitates Digital transformation initiatives for brands to help them grow with ROI-driven results using AI & ML. As Emporiom Digital’s growth catalyst, Aditi along with her team are using Digital stories that inspire the world and leave an impact in the market.


Key Discussion Points:

  • Capture leads from all channels including digital, FOS, banking relations & referrals
  • Track communication across teams & customers, and manage your remote workforce 
  • Drive paperless & contactless sales cycle with online sales, verification & onboarding
  • Prioritise leads and auto-distribute to the right teams
  • Automate repetitive tasks and activities
  • Empower your team to upsell and cross-sell

Speaker

Suhas Shenoy

Suhas Shenoy
Senior Director – Professional Services, LeadSquared

Suhas has extensively worked with customers across industries, to make their businesses succeed, overseeing implementation and complex business use cases. He has been working with CRM consultants for over a decade. He has personally overseen over 50 implementations of CRM and marketing automation, across various industries and directly contributed to hundreds of business proposals. Prior to LeadSquared, Suhas worked with Talisma Corporation, where he led solution consultants and developers to meet sales and revenue targets.​