Considerations for your go-to-market digital communications strategy
27th October 2021 - 0 comments
Due to the rapid pace of technological development inherent in our sector, new product and service launches are often the driving force behind life science and healthcare marketing strategy. It’s something our clients often ask us for support with and in this blog we briefly identify some key considerations when developing a go-to-market digital communications strategy.
Your website or campaign landing page is absolutely critical. It acts as a central resource and should clearly reflect the messaging being deployed via outreach activity. Ensure it’s as easy as possible for respondents to arrive at the website/landing page and within three seconds, understand what they need to do next. Your main message should feature prominently on the top banner with a clear call to action.
The content should always support the key tenets of the product or service being introduced. Claims made in outreach activity will often require supporting evidence either on, or accessed via, the landing page. This evidence should be presented in a range of formats to include both written and visual pieces that offer the viewer a choice of engagement time. Shorter one or two-minute pieces cater for prospects with limited time who may return later, while longer 20 to 30-minute, in-depth pieces satisfy those that may be further down the sales funnel and have the time and motivation to get into the detail.
The content mix should feature a selection of valuable content. Ideally this will be gated to encourage form fills, though this is likely to apply predominantly to more in-depth, long-form content. Personal data is becoming increasingly precious and so the bar for what counts as valuable is constantly rising. The perceived value of the content is often the difference between capturing the lead details and not, and so careful consideration should be given to what this consists of. The more unique, valued content items you have, the more times you can go out to the market with new outreach activity. Be wary of consistently pushing the same content to the same audience.
Often there is more than one target audience. Sometimes this is a fundamental difference in interests, e.g., between investor and customer, but more frequently it is a split between a range of customer stakeholders. A comprehensive life science and healthcare marketing communications strategy will segment these groups and tailor their experience accordingly. This can allow identification of decision makers/key influencers and development of a customer journey that addresses their specific needs. The landing page acts as a hub to allow your audience to quickly access desired information and should be designed to allow each audience group to easily digest the main messages for them, and understand the value of inputting their contact details.
Consistent compelling messaging
Creating a simple message matrix as a reference point for all marcomms allows for consistency of message. This document can be shared amongst all creative and communications teams to ensure everyone is “on message”. Starting with the overarching proposition, the matrix features layers to highlight each benefit and supporting evidence with further layers including bespoke messages for vertical markets, regions and stakeholder types. The ‘Evidence’ section provides a useful guide for what content is required on the landing page.
By understanding your audience habits you can establish the best mix across paid, owned and earned media to make sure your communications are timely and in a format to which your audience will be most receptive. Trialling different days and times (starting with your best estimate) will establish best practice over a period of time. Can you drive sufficient engagement through the more cost effective earnt and owned channels? Or do you need to engage with paid media? It is usually a mix, but optimising this mix can make a significant difference to the cost of acquiring each new customer.
Ensuring the call to action is clear and the response mechanism is simple will maximise response. Using a sticky ‘contact us’ button that tracks users as they navigate through the landing page is preferable. The wording of the call to action itself is also important. Phrases such as ‘Request a quote’ can appear onerous to the reader, while phrases that emphasise the benefit to the user, e.g. ‘Find out more’ can inspire more interaction. Again, it is worth trialling a mix of phrases with your audience to see which generates the best response. Try to keep the response-form simple, and don’t ask for lots of qualifying information at this stage.
Behind the ‘contact us’ button the response mechanism should be fast, ensuring the leads are filtered down to appropriate responders quickly. Automated replies can be set up to establish initial contact and communicate the next step of the process. E.g., “Thanks for your enquiry, a member of our customer accounts team will be in touch within 24 hours.”
Arming the sales teams
The digital assets produced as evidence for the landing page can selectively be used as sales aids for the sales teams. Using a digital sales pack allows the content to be easily transferred into a cohesive sales presentation. Additional Q&A’s covering likely customer scenarios and a simple product messaging sheet will ensure the sales messages are harmonised with the marketing messages and sales teams are forearmed for their meetings.
Of course, every campaign is different. The media landscape and customer expectations are always evolving. But by ensuring these fundamental elements are given proper consideration, you will be in a position to develop a framework that will provide the basis for all of your go-to-market digital communications strategy.
If you’d like to receive support with developing your go-to-market digital communications strategy, our experts are here to help. We can assist with strategic consultation, but also provide asset development, content creation and campaign management.