B2B Healthcare Brands Need a Heartbeat

B2B Healthcare Brands Need a Heartbeat

Many years ago, when I was on the client side of B2B marketing fence, our messaging beat its chest about how our product was bigger, better, faster, stronger and could make our customers more money. Years later, after time on the agency side of both B2B and B2C marketing, we’re seeing a massive shift in how B2B buyers at various levels need to be engaged. Sure, there’s a procurement officer that’s all about specs and cost, but we’re assuming you’d like to move up the chain a bit. Consider this B2B value pyramid from a Bain & Company study earlier this year. This illustrates from the bottom of the pyramid to the tip top:   The bottom of the pyramid – where many B2B marketers stop. This is where no one wants to be – it’s commodity-land. Living on specs and price will not keep you in business. Neither will simply addressing your buyer’s economic or performance needs with features and functions. As someone recently told us, don’t talk to me about the horsepower and the convertible top – tell me how cool I look driving that car…   The middle of the pyramid – where sustainable and valuable relationships begin. Here, your messaging is centered around benefits that are important to the buyer and enhance their subjective judgments about your product or service. Attributes like decreasing hassles and your expertise help you form this relationship.   The top of the pyramid – deepen your relationship by engaging with a heartbeat message that speaks to personal and career related priorities. Your work here requires empathy and establishes trust –...
Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Most research studies provide excellent insights into your brand.  For example, knowledge, attitudes, and perceptions people have of your brand, their intent to use, and likelihood to recommend.  In addition, there’s data collected on who replied to the survey; gender, age, income, etc.  Yes, this tells you about what people think of your brand, but it doesn’t tell you anything about the people who use it, or want to use it.  Creating the highest level of relevance with your brand requires knowing more about the people you’re targeting than has been customary.  Just like in good advertising practices, it’s about them – not you.  A heartbeat brand is one that appeals to the interests, lifestyle, visions and dreams of your audience.  Use your market research to help you understand these traits so your brand can be more effectively positioned and modified to meet their needs. There should be a section within your questionnaire that asks people about what matters most in their lives.  How they spend their time, activities they enjoy, hobbies they pursue, etc. Armed with this information, you can begin to reflect these passions and interests in your brand communications.  Images become more than design background, they become eye-catching relevant scenarios in which your audience sees themselves and how their life intersects with your brand, not the other way around. Knowing your audience in new, relevant ways will help you create positioning and messaging platforms that break through and become noticed.  Why?  Because you’ve captured the essence of what’s most important to people you’re trying to influence, not trying to influence them with your brand...
Subscribe to Our Newsletter
Sending
Real Time Web Analytics