As more healthcare businesses begin to use Account-Based Marketing (ABM) strategies, they are also developing a deeper understanding of buyer personas.
Buyer personas can be used by any business, but they are especially helpful to B2B providers who need to reach, engage, and convert high-value accounts. ABM is always going to be more effective when it is used in conjunction with detailed buyer personas that map to your target accounts.
When you develop accurate and insightful buyer personas, you can customize your messaging, content, and engagement in ways that resonate with each prospect’s specific needs.
How Do Buyer Personas Work?
A healthcare ABM buyer persona is a fictional – but accurate – profile of your ideal target accounts. You likely have several different ideal customers. The people you hope you get to pitch your services to at a conference, work event, or sales call? These are the people you want to imagine as your ideal buyer personas.
A well-developed persona reflects the goals, challenges, values, and behaviors of your best-fitting accounts. Think of them as a stand-in for your real account. By considering how each of your buyer personas will respond to your marketing campaigns, special offers, and services, you can effectively predict your real customers’ reactions to those things.
Buyer personas help you to:
- Synthesize customer data into actionable profiles
- Tailor your messaging and content to resonate with each of your ideal clients
- Customize your campaigns, assets, emails, and sales conversations to the potential needs of real prospects
- Anticipate and respond to pain points
- Craft customized outreach strategies
- Leverage your assets and campaigns to their fullest potential
Advice for Developing Buyer Personas in Healthcare Marketing
Before you can develop buyer personas, it’s a great idea to examine your current customers, especially the ones that bring a lot of value with them.
How did you win those customers over? What were the pain points that you were able to overcome for them? What techniques brought them through your sales funnel? Was there a particular campaign or offer that appealed to them?
Typical personas in a B2B healthcare setting include:
- The Hospital Administrator/CEO
- The Healthcare Facility IT Director
- Pharmacy Benefit Manager
- Assisted Living Director
- Healthcare Business Owner
- Digital Health Company Executive
- Human Resources Director
- Physician
- Chief Medical Officer/Chief Nursing Officer
In addition to these job titles, you may focus your persona research on things like Decision Makers, Board Members, C-Suite Executives, and Clinical Experts.
Once you have your persona categories, research to populate essential details for each persona. You can use sources like your own customer data, LinkedIn profiles, third-party databases, and industry research.
Determine the demographics, goals, challenges, values, and objections of each persona. Ideally, you will “bring the persona to life” with a 1-2 page analysis of who they are and what they care about. We recommend giving each persona a name, photo, and personality profile. The more realistic your personas are, the easier it is to anticipate your real prospective clients’ needs and desires.
Motivation Is Key
One of the most important things to understand about each buyer persona is their motivation. What are they trying to achieve? What motivates them more than anything else?
Some questions to ask to help you determine motivation:
- Does this buyer care more about cost control or quality control?
- Does this persona need quick returns or long-term outcomes?
- Is it more critical for them to try something innovative or something proven?
- What matters more to them: efficiency or thoroughness?
- How does this persona define patient success?
Cogo & Co. Helps Healthcare Companies Build Buyer Personas that Work
At Cogo & Co, we specialize in helping B2B businesses implement effective Account-Based Marketing strategies. This includes developing comprehensive buyer personas that really work.
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