Content development enables sales teams to drive brand awareness, demand, and convert leads into loyal customers — making it a direct connection to your ROI and buyer engagement.
Situated throughout the lead funnel, effective content development also gives your sales reps everything from website content and presentations to nurtured qualified leads throughout the entire buyer’s journey with advanced case studies and whitepapers.
When you have a sales enablement strategy in place, utilizing the right types of content can benefit your overall bottom line and create more cohesion between your internal teams. After all, 73% of sales teams agree that cross-functional collaboration is key to the overall sales process.
Let’s take a look at what sales enablement is and how you can develop impactful content to aid healthcare sales reps.
What is Sales Enablement for Healthcare?
Your medical distributors are an integral part of your business, responsible for selling your products to healthcare facilities across the country. Since they’re spread throughout different regions, it’s essential to arm them with content resources that successfully educate key audiences on your product’s use cases and benefits.
Sales enablement is the process, technology, and content that empowers these sales reps to sell your product effectively. When you provide content that educates, offers solutions, and breaks down barriers, you enable reps to improve their sales conversions and ultimately spend more time selling.
77% of companies currently use a content marketing strategy to empower sales teams. You can get started with the following steps:
- Understand what makes your customers move through your buyer’s journey and create content for every stage
- Develop customer-centric content that targets pain points and positions your product as the solution
- Make content accessible to your sales teams, such as using cloud storage or CRM tool
- Utilize sales analytics to understand what content your reps using and where you can improve
By aligning distribution sales reps and marketing teams to create quality content, you’re more likely to see higher engagement and conversion rates.
6 Types of Content that Aids Healthcare Sales Reps
By developing a sales enablement strategy, you can create content for every interaction your distributors have with existing and potential customers. Here are a few types of quality content to aid healthcare sales:
1.Competitor Research
If you understand your customer’s pain points and needs, it’s essential you analyze where you stand amongst the competition with real statistics. To create successful competitor analysis, you also need to educate your sales teams on how they can persuade potential customers to make the next final conversion step by filling in your competitor’s gaps and highlighting the success of your products.
2. Case Studies
Case studies are true testaments to your products and help prospects resonate with your brand. High-quality and customer-centric case studies demonstrate your audience’s struggles and showcase how your services are a valuable solution.
You can develop case studies in several ways:
- Written testimonials
- Video interviews
- Reviews
4. Blog Posts
Blog posts are utilized in an early stage, search engine optimization (SEO) marketing strategy, but they are also valuable sales tools to help nurture prospects. While they typically live on your website, you can turn your blog posts into one-page reference flyers for your sales team to quickly send to customers.
4. Ebooks or Whitepapers
High-quality ebooks and whitepapers often provide in-depth educational material and statistics around your product’s benefits. Typically used in the early stage of the sales process, they are ideal for a quick pitch or last-minute call to provide additional information and proof.
5. Video
Video marketing results in 66% more qualified leads in your pipeline. By developing education video content, you can explain your product’s benefits, features, and even instructions beyond your sales rep knowledge. Videos are also more digestible and hold attention for longer periods, so they are excellent material to showcase in a presentation, webinar, or email.
6. Onboarding Content
Often overlooked by marketing teams, developing engaging onboarding materials help train your sales reps on how to effectively sell your products. Not only does onboarding content provide valuable company and product information, but it also establishes your ideal sales pitch for each customer interaction, so your reps feel confident nailing the sale.
Start Developing Content to Aid Healthcare Sales and Boost Your ROI
For marketing to impact the success of your sales reps, it’s essential to develop quality content that meets their needs, helps streamline the process, and improves your ROI. Your content should not only affect each stage of the buyer’s journey but also help your team be more prepared to interact and educate customers. When marketing and sales collaborate, you’ll be more equipped to engage and convert your customers into long-term brand advocates.
If you’re ready to develop content that empowers your healthcare sales reps, contact Share Moving Media today.