Boost Conversions with the Ultimate B2B Lead Generation Funnel for Healthcare

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[Music] [Applause] [Music] B2B lead generation in healthcare is unique a lot of B2B tactics that are applicable in other Industries simply don't work in healthcare but which ones where should you be spending your time and your money well today we're going to find out hello and welcome to way Health where we explore the latest trends and interesting stories from the brightest Minds in healthcare marketing I'm Colin hung and joining me today on the program is tyene fritcher she's the chief commercial officer at outcomes and we're going to talk about the generation let's get to it een welcome to the program thank you thank you I appreciate thank you for having me I I'm grateful to be here before we dive in deeply for the for those in the audience who aren't familiar with you can you give us a quick little bit about yourself and the organization that you're with certainly um so um tyen fritcher Chief commercial officer at outcomes uh formerly Chief marketing officer um have dabbled in terms of uh goto Market strategies facilitated activities in the past with with our sales and product organization so it just seemed like a natural next fit for me as uh the company has been in existence for 47 years under a host of different names that have kind of come together to to bridge gaps in care with Pharmacy Network at the center but we really do connect uh Pathways from health plans and payer programs in terms of quality measures and star performance as well as adherence and everything that that our Pharma manufacturers and others are are so uniquely interested in and and all combined in terms of really focusing on patient care bringing access affordability and outcomes so uh thrilled to have that as a company name I've been in healthcare and Healthcare technology I feel like my entire career at this point and um it was really just a great milestone moment this last year of rebranding under that Flagship name that is just such an a you know an overwhelmingly popular used utilized word in healthcare um but so poignant and at the core and center of of what we do and that's help improve outcomes well we'll have to get you on again to talk about that Rebrand behind the scenes we love our Rebrand stories here wayway but that is not why we're here today today we're talking about another great marketing topic and that is lead generation something that we often get asked a lot about as marketing leaders um but we're going to dive into some of the the subtleties and some of the things that you've learned doing it in healthcare which which we have already said is is kind of unique and and let me start by asking you this question because I get this question a lot you know there are a lot of B2B strategies that are out there a lot of YouTube videos you can watch a lot of other experts that written books on this topic but not all of those strategies really apply or can be applied successfully to healthcare what makes Healthcare especially complex or different when it comes to B2B lead generation I think that's a great great question and an ongoing concern in a lot of B2B healthc care space um I I think that it starts with understanding your Market understanding their buyer Journey more than our sales process I feel as though right you you look at the evolution of healthcare marketing and I I feel like I've i' I started in it as a peeeee to to now where where I'm I'm feeling like my readers on The Daily uh basis but it really is under understanding what is going on in the market because what what was compliance today um is not what it was yesterday um and and evolving changes in terms of how we're able to engage uh you know at the Forefront of what we all do right we're all patients um we're in this market but that doesn't mean we all know how to Market to the individuals taking care of said patients um so there's been so many approaches and and Miller Heyman and pragmatic marketing and the four Ps that became the six PS or the six C's and I I think it really goes to understanding your Market uh knowing how they engage are they online or are they not um right I could tell you I remember when the American Recovery investment act happened and all doctors must go electronic and all patients need to engage and that didn't necessarily happen and we put tools in place and digital and it became SEO to PPC to how to reach I think you have to look at where where are where are your bees where are your businesses where are your buyers and how do they want to engage is it their you know assoc their Healthcare associations their group purchasing maybe organizations that they participate in so I think it really starts with just knowing one's market and knowing what they want and how they want to engage and and what's maybe different or a little bit different about the healthcare B2B Market versus let's say a manufacturer B2B or fintech B2B what what makes us a little bit unique I think the the part that I I feel is that so many people when they come into this space of Health Care that they don't necessarily realize is we know each other and and if you if I look at my time here at outcomes in the pharmacy market we know each other The Independents single stores they know each other but they also know the twos the threes the 10 and the tens all know the regional 20s 30s 40s and then I think back to my time in tella Health where all of the health systems right they know what emrs they're on they know what they're integrating with we all have Orchards or app markets and places where it's all connected and we know because we are all connected um even my time in a specialty uh EHR type space right when you come into some of these clinical Specialties or areas or or groups of providers since they we have so many providers of different types especially postco uh they they know each other they know their offerings they know what B2B solution providers are here um and so I think it comes down to the fact of how how good is your product how good is your service how how much of an Roi does your solution actually bring to your business partner becomes so much more important here than I think some of the the business cases that you have in like broader manufacturing automobile or or consumer goods or others where where you have so many buyers um and there there there are more opportunity for more entrance not that we don't certainly have that in healthcare all the time and and Healthcare Tech but it becomes uh such a necessity to to really improve the client's experience overall and not just marketing and sales tactics and strategies um it it really is your solution set it's very very vital to your success I like how you put that because that is one of the big misconceptions I think you know Healthcare is a big giant market it's no doubt about that it's there's lots of dollars lots of players uh but when you go to conferences uh when you go to to meeting places we do all know each other or the companies know each other because they've been in business for so long or they've you know or other people have moved around at different companies so it is very relationship based which is a bit strange for some people to understand you're not marketing to a a an Audi a blank a blank audience these are people who who know you let let's get a little technical here marketing technical what I mean um when we think of lead generation of course you think of the funnel and I know some people would say it's not that's wrong analogy and we should break away from it but let's for the sake of argument I like most people understand the concept of the funnel so when we talk about top of funnel middle of funnel bottom of funnel what does that mean in the health care context I think some of it goes back to what we were just speaking of in terms of the top of the funnel you know exactly who your direct buyers are and they know who you are so when you mess up they know it when you're overcoming obstacles and improving Your solution set they know it they know it the moment that it's sort of out there in the market um so I think that we need to be more mindful of that across the healthcare ecosystem and and knowing that right to your point we know the funnel we know it is and some people love to talk about the flywheel and so forth but it it is beginning with what you do know and then finding the the middle stage of when do people kind of I don't know trickle down or if it is flywheel over to to that end decide to engage again with you that something you have is unique is relevant fits their need and maybe that's also akin to why Healthcare is so special is it needs to fit a use case um and definitely some sort of clinical um use case and so moving into the middle I think it becomes much more necessary in in our space here in healthcare to really have those proof points um I don't know internally I sometimes call them probs provable repeatable reasons to believe um that that's generally I kind of dub it internally for the team right rather than just an Roi what's the ROI of this or do we have a case study do we have the documentation but do we have provable that but yet repeatable like it's not just one time one beautiful case study one beautiful set of information but do we repeatedly produce the same result it's just like what what we're what the end user right in terms of a a provider or a uh you know a patient is looking for they're looking for that that end outcome a and similarly I think our buyers if you will from a lead generation standpoint are looking for that that they're not going to move down that funnel unless every moment of that decision tree we're giving some additional real reason to believe some proof point that continues down the journey and that we're providing that set of information to them at the right moment for them so again again maybe that that's the marketing mindset of of what is the buyer's Journey versus our sales process and Catering to what they're looking to achieve and to accomplish when you say that we're all connected and that we all know each other uh as it relates to the funnel what do you mean by that I look at it honestly like a a a balancing act or I don't know an Infinity if you will it's not only do we know them but they know us they know who the technology providers are that can service their Pharmacy or if again if you're on the physician side they know the emrs um that are good for ambulatory versus Dermatology versus Orthopedics Opthalmology the major health systems so we as solution providers are known entities right you can go to hins you can go to health you can go to um nacds or ncpa and Pharmacy you know where my I currently sit you or health or all of these other organizations that are Bridging the Gap across all of healthcare so the solution providers we're known even the new entance we're known to to Pharmacy to health plans to Pro physician providers to Specialists um to the pharmaceutical manufacturers to your point there are so many Healthcare databases and certain crms that are the backbone of other systems everybody is a known entity but I I think just if whether I'm iny Market again we the pharmacists all know what our software and solutions do right now the health plans know what we do and how we can help connect them down the pharmaceutical manufacturers now know what we do and con connect in terms of improving adherence and so forth and on the the the flip side yes um you know we know them um it is all connected yet we still haven't solved it and made it the most seamless connected experience for us as patients and the end users which is certainly definitely an ultimate goal um so that's where I think you know going back to your question earlier the complexity of the top of the funnel kind of everybody's sitting and hovering in there and I think again we we move down the funnel at the right moments that that fit um that fit the buyer if you will and what what they're looking to do with their their entity and and from a business perspective yeah no I mean what you just said echo's something I said many times right like Healthcare is a finite Market it's not an infinite market like it is when you're marketing consumers there's only a certain number of of of phns there's only a certain number of of payers there's only a certain number of healthcare providers specifically of a certain type especially if you're going after like a specialty so you can look up these organizations you can get a list of names uh you can do your own research to come up with that list of names and so that changes things or it should change things when you do your marketing because you know who they are right you you know your targets and you can identify them which is very different than a lot of other uh markets out there is there a common mistake that you see a b B2B companies in healthcare make when it comes to lead generation I think we we sometimes overcompensate with overspending um and maybe that's some part of my my Frugal nature or looking for that Roi like and and I personally hate that statement the juice is worth the squeeze I actually had that conversation just yesterday with someone like we really need to come up with a better phrase for that um but I I think sometimes Trends take a little longer in health care compliance um patient consumerism patient access patient affordability these are all phrases and terms and buzzwords of that were and still are and they they it's kind of cyclical sometimes and and and sometimes they take a little longer to come to fruition so I think the first and foremost thing that that is always at the top of my mind is are we sure are we jumping too quick are we pivoting too fast or again sometimes we maybe are too slow um but I don't think that always because it is a personal industry is everything just needing more dollars more digital spend more ad spend we're all connected connected online everything is at the right right here I mean this thing p is more powerful than went up to space right it's probably more powerful than the first EMR that's in the Smithsonian I mean it it's so I think it's it's just using some of what we have and and not taking for granted how we can uh make the best of what we have in terms of marketing and and connecting because I think it is the greater connections of healthcare and what we do that really are making the most impact F difference see let's let's play a little bit of a word game here um okay you complete this sentence for me all right okay if I only had 100K to spend on lead generation oh I would invest my time and money in I would say I can't I only get one oh oh um content I think content is King thought fulness because right I still have Outlook I still have email I can go get a free Gmail I right part of me wanted to say some sort of email marketing automation tool where but you can still do it you can touch it all right it doesn't cost me anything to have LinkedIn or Facebook maybe a website but content content is King and positioning what you do uniquely for the greater Healthcare landscape ecosystem um and and you why you're you know you are a necessity to helping your provider based Excel so content but good content not bad good not fluffy bunnies and I'm glad you qualified that because some would some would say today well content is free too I just type in a couple of prompts in the chat GPT and out pops the content oh but uh as I think you're you're alluding to that is not quality content or good content no I don't I don't know if you have children I have two teenagers my myself one is almost to college here and it's interesting how the educational system has figured out tools and Mastery of AI generated content because all it's doing it's going to take a beautiful transcript maybe of us and put it into some type form and it's just going to regurgitate it so that's why quality unique relevant impactful again the repeatable proof points right reasons to believe not just something out of a textbook that got scanned in and uploaded to the lovely wonderful helpful AI bots of the world but I I think I don't think anything can replace sort of the personal human interaction and thoughtfulness that that you yourself and others bring to this to our space I see you've shared a lot of great information with us today where can people go to find out more about your organization outcomes and you oh well I am thrilled to say and maybe someday we can talk about that branding aspect that you can find us at outcomes. comom so um we literally are outcomes. comom and then myself um I am listed there amongst the leadership team but uh certainly LinkedIn is a great place to connect uh and I'm just ty- frer so I am not the only one on LinkedIn I do recall being the only one the first one um but now there's many of me I know it's a unique kind of random name but um there are several so tyene friter I am happy to connect awesome well thank you so much for taking the time today and for sharing all this great information really appreciate you being on the program thanks for having me this was great super fun hey I want to thank tyene for coming on camera with me and discussing B2B lead generation in healthcare I love the fact that she highlighted what makes Healthcare unique and the fact that healthc Care's Market is finite there's only a certain number of healthcare providers pharmacies Pharmacists and they're all known and that changes the game in terms of what tactics can be more effective and where you don't have to waste a lot of money I certainly enjoyed our conversation and hey if you enjoyed this conversation please like And subscribe also head on over to sway Health that's sway with two A's do health and that's where you'll find more great content like this I'm Colin hung thanks for being here and I'll catch you on the next episode