Got the Health Systems to Download my eBook! Now What?

Start subtle

You don’t want to come off as desperate or nagging to your buyer, so starting off lightly can help you see where they are in the evaluation process. Some people who downloaded your book may just be starting their research, while others may be further along, ready to implement a solution to improve their healthcare system. It’s important to note that not everyone who downloads your content or eBook is in the same place financially or mentally. It can be a large commitment, and in some cases it involves a lot of red tape and much needed internal alignment before someone is able to commit to a large product or new system.

Following up

The first thing you should do is obtain a buyer’s email address. You will want to follow up within about 48 hours, or even shorter if you feel that’s appropriate. Don’t push the buyer into some huge sales pitch – instead, inform them of what you have to offer and why you’re the best in the industry. Your eBook will give them some insight as to what you do and what knowledge you have. Being pushy can immediately turn off some buyers.

The right template

Business statistics tell us that email is the best way to follow up. It’s 40 times more effective at obtaining new clients than Facebook or Twitter, and subscribers are three times more likely to share your content on social media. People even prefer to get promotions through email at a whopping 72% when compared to social media. This is an excellent incentive to make sure your follow-up email is done professionally. 

Some key parts of your email should include a customized introduction, a few key points on why your system or product is ideal for them, a link to more of your information or content, and an open invitation for a discussion. Try to keep open-ended questions in there and highlight your credibility within the field. A good example would be something like:

You want to make sure you customize your emails to the buyer’s interests. Are they a dialysis center? A hospital? A direct provider? You may not always have this information, but if you do, it can be a great way to stand out.

Use ads to your advantage

When dealing with larger systems, providers, or hospitals, you need to provide a lot of data and information that shows your product is secure. Dealing with healthcare information is a tricky business, so giving evidence of its efficiency, security, and practicality can put you in the game. 

Targeting ads can supplement your downloads and sales. You can use programs on your website that can track what your buyers are interested in. After they leave, your ads can be viewed by them as they search online for other items. It’s important to note that while you can manage your retargeting list, users can change their settings to not receive these ads. There are also different types of ads that you can use, such as: 

• Pixel-based: the most common, this is displayed to users and buyers after they leave your website without a purchase or when searching for related terms.

• List-based: these allow for more customization and control but are seen by a specific audience. For example, if they start looking at other similar vendors, you can create a targeted ad for them that suggests why your product is better.

Show off your success

Healthcare systems and hospitals need to know why you’re the right organization to buy from. They’ve downloaded your book so they are interested in what you have to say. You need to convince them that you know what you’re talking about. Some things you may want to consider including in your emails, website, and book include: 

• Any credentials, certifications, or licenses you have

• Work experience and professions

• Rate of success among those who have used your product

• Satisfaction of those who use your product

• Percentage of those who found your eBook helpful

• Number of people who follow you or contact you

• Why you’re a trust source in the fieldHow you make sure your product is efficient and secure 

Don’t be afraid to show off your success! Healthcare systems must exercise a different level of caution when seeking services or vendors. They must consider ease of use among patients and staff, HIPAA, cost, and administrative time. They also want to understand the experience of your existing clients. Taking advantage of third party reviews to build credibility can help showcase your success to date. One of the biggest struggles healthcare systems face is knowing which products will fit their needs but also fit into their budget and privacy guidelines. Your eBook will be a great opportunity to highlight why you’re the best for the job, why your product will work for them, and how it’s the best deal financially.