Wanted to share this event I attended a couple weeks back on the healthcare buying committee. Lots of good info on how to use diverse content, including some best practices on connecting with healthcare buyers.
Hi @MeganWilliams! Thanks for sharing. Do you have any online resources to pair with the event or the organization that runs the event? Have you been able to implement any of these strategies using HubSpot tools? Would love to hear more!
I’ve compiled some research myself into hospital buying committee content preferences and hangouts, including the financial buyer and top “watering holes” for distribution purposes.
I’m working on onboarding a client now who’s new to Hubspot and working on an early segmentation plan that repurposes richer content and leverages Hubspot landing pages as well as lists to customize the experience by persona. One missed opportunity I run in quite freqently in healthcare is treating the buying committee as a monolith, especially in email lists. Segmentation is key and that starts with understanding what they know, like, and trust.
Unsure if familiar with it, but there is a native HubSpot property called Buying Role. If you know your approximate job title for specific buying roles, you can set up a workflow in HubSpot to automatically map the Buying Role property value based on a contact’s job title (but also Employment Seniority and Employment Role, properties that you can also map from the Job Title via workflows). Some assumptions could be:
- Executives and VPs are, in general, executive sponsors and decision-makers
- Directors are usually their department budget holders and often decision-makers
- ICs are usually end users
- Senior ICs are usually champions and influencers
- Legal and compliance folks are… legal and compliance, but also often blockers
And so on.
You can sprinkle the above assumptions with healthcare information and context and you can have an automated buying role data mapping automation in HubSpot for all your contacts.
Make sure that the initial mapping and the workflow only adds information, it doesn’t overwrite existing one (enrollment trigger should be buying role = unknown, job title = known or something like that). If the buying role changes based on team interactions with a certain contact, the property value can manually be adjusted to match that information.
I wasn’t familiar with this but this is hugely helpful. Thank you!