Let’s face it – healthcare is a complex industry. Not only are healthcare marketers strapped with some of the most challenging regulations in the country, healthcare organizations are often highly matrixed – leading to decisionmaking as a “team sport.” It’s not unusual for a healthcare marketer or salesperson to think they have a hot prospect…only to have their stellar efforts derailed by a stakeholder they didn’t even know existed.
I call these the “hidden personas” in healthcare. These buyer personas might be outside of your typical target personas, or even outside of your prospect’s usual stakeholders, but ultimately, they may hold the keys to your marketing and sales success.
Even if you are aware of these key influencers, how can you reach them? They may be behind the scenes or notoriously difficult to reach…like trying to find Waldo in one of those illustrations from the ’90s.
This is where it’s imperative for your marketing and sales organizations to understand not only the nuances of the buying cycle, but also exactly what type of information is required by each stakeholder involved in the process, at each possible inflection point.
A couple of thought-starters:
Obviously, there is intricate work to be done here on value proposition and persona development – but once you’ve completed it, you’ll never believe you struggled to locate your hidden healthcare buyer personas.