Many clients who I speak to who are health service providers tell me about just how saturated the market seems. The health services industry is loaded with a ton of huge companies and corporations who make not only millions, but billions every year doing what they do. So how are small and medium-sized health service providers supposed to work their way into the industry?
What I always tell them is that there is a way, and the best way is through inbound marketing. Of course, I’m an inbound marketing firm and not only believe in what inbound marketing can do for a company, but I’ve witnessed it firsthand. Here are some of the things that I’ve seen work best for my clients who are health service providers:
Tip 1: Understand your Clients
The health service industry is a fairly wide and broad industry with a number of small sectors. But one thing that is for certain, no matter what niche you may be in, is that health is a very personal thing. One’s health is the single most important thing to them, and so many clients coming to you are asking for your help. They don’t want to be “sold” to, they want to feel as if you truly care, understand, and can offer a viable solution to their health-related problem.
It’s important to understand that these people aren’t coming to you to buy a new pair of boots, like they would in the retail industry. They’re coming to you, oftentimes in desperate need of an answer, or at least a bit of help, so that they can make it through the day. You need to have an attitude that is customer service focused. You need to do whatever it is to put yourself out there and be someone who is of assistance and of help. Remember, you aren’t just selling a scooter and making some cash; you’re giving someone who has lost use of their legs independence and freedom.
Tip 2: A Website with a Blog will Work Wonders
Most companies know that they “need” a website, mostly just so that they have some sort of a presence online if people decide to look them up online. But if you want to really succeed online, then you’re going to need more than just a website. As we mention in our free eBook “Website Redesign 101”, you’re going to need a website that is:
- Customer service focused
- Easy to navigate
- Provides an easy way for people to contact you
You also need to have a blog. Your blog should be all about providing people with information that they need in order to stay on top of what is going on in your particular industry, helpful tidbits that will help them make a purchase decision, as well as fun and informative “top 10” and similar lists that will keep them engaged and coming back to your website.
Bottom line is this: people like buying from those companies who are seeking to help them rather than make a profit. Make yourself helpful and you’re sure to get some good business.
Tip 3: Offer a Newsletter
Chances are that the particular health service niche you work in is one where there are continual developments and changes. Why not offer a free newsletter out to those who visit your website that will give them a summation of what’s new and happening in that particular niche? For example, if you sell materials for those with diabetes, a newsletter could contain natural methods of controlling diabetes, new breakthroughs in the industry for diabetes cures, an interview with someone suffering from diabetes, and so on.
When you have a newsletter, you aren’t only providing a continual stream of important and relevant information to someone who appreciates it, but you’re reminding them that your company still exists. Even better, you can throw in some promotional material for your business or for any new products that you may be carrying (though remember to not over promote yourself. Keep the newsletters primarily informative and only slightly promotional).
If you think that the big health care corporations have the whole health service industry cornered off, you’re wrong. The one area where small and medium sized businesses can really excel is through customer service. Make this your primary focus and try to come up with ways that will make you as helpful to your clients as possible.
If you’re a health service provider interested in maximizing your marketing efforts, contact us today to schedule your free marketing analysis.