Living Stone blog 3

 

 

All Posts

Are you doing everything you can to showcase your company’s thought leadership?

In business and in our personal lives, we turn to the experts to help us make important decisions. It’s human nature to seek out the best sources of insight and information.

This is especially so in the healthcare world, with its emphasis on evidence-based research. From choosing the best treatment paths to developing a new product, we turn to the experts for their knowledge and guidance.

This represents a key opportunity for healthcare marketers. As a healthcare company, your organization possesses a wealth of expertise and specialized knowledge. By introducing a structured thought leadership program, you can effectively position your company as a thought leader, and highlight your experts as key influencers in your areas of specialization.

Your experts (scientists, quality assurance and regulatory professionals, R&D personnel, and others), are likely already sharing their expertise, via their involvement in industry associations, publishing research results, speaking at conferences, etc. To reap the marketing benefits of these activities, and strengthen your position as the trusted information source in your area of specialization, try these suggestions:

Find out what thought leadership activities your colleagues are currently participating in.

Make a list of all activities, such as delivering keynotes at conferences, being part of panel discussions, blog posts, involvement with professional associations, etc.

Amplify your thought leadership activities.

Are you highlighting these events and activities on your website, in emails, and on your social media platforms? Talk to your audiences about how and why you are sharing your expertise, and why you are the best and most trusted source on the topic, using these activities as the springboard.

Fill in the gaps.

It’s possible that when you list all of your current thought leadership activities, you’ll see that your organization hasn’t been all that active. Or maybe no one is talking about a key area of expertise. Identify the topics and type of knowledge that our organization should be sharing more widely, and develop a plan to address any gaps.

» Download your free e-book on healthcare marketing «

Join the discussion.

Participating in online discussions is an easy way to showcase your experts and build your profile. As a marketer, LinkedIn is a good place to start. Start commenting on relevant posts, and make some posts of your own. Find out what other platforms are important for your organization. Many companies offer tips and training for employees, to encourage them to share knowledge and insights effectively on social media platforms, and even become “brand ambassadors” for their organization and products.

Create new content that highlights your expertise.

From patients to purchasing groups, your audiences want information that is detailed, verified and tailored specifically to their needs. Why not create a central source of information for your key audience groups? If you develop mammography equipment, for example, help your customers (the purchasers of your equipment) support their customers with information on the mammography process, breast health, etc. Be the trusted information source in your area of expertise.

If you’d like to learn more about strengthening your thought leadership positioning and programs, contact Anne-Mie.

Living-Stone-CTA-Blog (002)

 

Anne-Mie Vansteelant
Anne-Mie Vansteelant
COO | Managing Partner at Living Stone

Related Posts

Meet MUM: Google’s new game-changing algorithm

Some updates to Google’s algorithm have a bigger impact than others. With the rollout of BERT (Bidirectional Encoder Representations from Transformers) in 2019, Google’s algorithms went from simply understanding words to being able to understand the context that the words were in. For example, think about how the meaning of the word “bank” differs in these sentences: I am going to the bank. / I am standing on the bank of the river. Thanks to the BERT algorithm, Google recognizes these nuances, and is able to provide search results that more closely align with the subject being searched for, providing the searcher with information that is more relevant.

Customer lifetime value emerges as top KPI

According to the experts at Marketo, marketers can expect to see a significant shift in marketing priorities over the next couple of years. The marketing automation company surveyed over 700 marketing execs and CEOs for their views on how marketing KPIs, required skillsets and technology tools will change by the year 2025. The surveyed marketers ranked customer retention, lead generation and customer lifetime value as their top three KPIs today (in that order). By 2025, they forecast that the order will switch, with customer lifetime value taking the lead at spot number one, followed by customer retention at number two (and lead generation will drop down to spot number six.)

Commercializing a new medical device? 3 critical success factors to consider

Launching a new medical device is a complicated process. First, of course, you have to come up with a concept. What do you want your technology to do, and how will it do it? There’s that initial period of blue-sky thinking and prototype development, where you refine your technology and determine whether it’s viable. Then, once you decide to move ahead with commercialization, and you’ve achieved your safety and efficacy goals, the pace picks up, and suddenly you’re on a fast track to your launch target date.