Arun Pillai’s Post

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Entrepreneur | Advisor | Investor

HCPs are overworked in the US; if HCPs are your ICPs (Ideal Customer Profile), you must know this before emailing or calling them: Background: The pandemic exacerbated existing issues and introduced new challenges in the US healthcare system: 1. Increased Workload and Burnout: In 2024, approximately 50% of healthcare workers are reporting burnout, with the highest levels among nurses 56% and clinical staff 54.1% 2. Staffing Shortages: The pandemic resulted in many HCPs leaving due to intense stress and burnout. This has placed additional stress on the remaining HCPs and amplified the shortage of staff. 3. Mental Health: Pandemic and post-pandemic stress has resulted in a higher incidence of mental health issues and a greater need for mental health support within the healthcare workforce. 4. Intent to Leave: About 28.7% of healthcare workers indicate an intent to leave their job - Nurses 41%, Non-Clinical Staff 32.6%, and Clinical Staff 31.1% Whether you are in HealthTech, Pharma, Life Sciences, Biotech, Healthcare Staffing/Recruitment, or any business focusing on healthcare professionals as your ICP to recruit them, sell to them, offer improved services, or onboard them on panels for clinical trials - getting their attention is increasingly difficult in 2024 and will only become more challenging. Here is what you can do to engage with HCPs in meaningful ways: 1. Micro Communication vs. Macro Communication: Segment your target audience into smaller groups based on lookalike personas, leveraging their historic engagement patterns, behavioral patterns, intent, propensity to engage with certain topics, age, employed organization type (IDN, Health System, Physician Groups, Hospitals, Private Practices, ASC, etc.), Employment zone (Urban, Semi-Urban, and Rural), average patient traffic treated, symptoms treated, diagnosis, procedures conducted, and treatments. The goal is to break your audience into smaller groups of identical personas that you can engage with content that is meaningful to them based on what you already know about them. 2. Hyper-Personalized Content Journey: "Spray and Pray" doesn’t work any longer, nor does one size fit all. Don’t try to sell right out of the gate; create a content journey that genuinely offers value to them and helps them with their day-to-day operations. Your content funnel must look like this: Value -> Brand Affinity -> Why You -> How They Can Evaluate You -> Testimonials to help them validate your value creation claim. 3. Be Where They Are: In addition to engaging them via calls, emails, and postal mail, connect with them during in-person events, conferences, and community service programs. 4. Build Relationships: Connect with the human on the other side and don’t treat them as mere prospects. Offer mental wellness programs to the workforce at hospitals, clinics, etc., that help with work-life balance. Sponsor community service programs that strengthen a sense of fulfillment for HCPs. Thoughts?

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Shiva Kumar KM

Head of Healthcare Data at LakeB2B

1mo

To effectively engage healthcare professionals (HCPs) in 2024, businesses must adapt their strategies to address the key challenges HCPs face and provide value through personalized digital experiences that comply with evolving regulations. Here are some key considerations  Digital Channels Personalization Compliance Value Creation

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