Are You Marketing to the Right Audience?

One of the best ways to sell health technology products and services is by knowing your audience. But it’s one thing to know the demographics of your audience (age, sex, income, education)  and another thing entirely to really connect with them and get them to pay attention to your offer in a way that makes them want to take action.

So how can you dig deeper to really connect with your people? 


List Out All of the Benefits of Your Product or Service

It’s easy to want your product or service to be loved and used by EVERYONE, but unfortunately that won’t move the needle on your marketing growth. Your product will always have a specific niche, and the more you understand that niche, the better you’ll be able to dominate that niche and be the name to know for your specific specialty. 

The best way to get started narrowing down your target audience is to first list out all of the benefits your product or service has to offer. Who is most in need of those benefits? How do they benefit the customer? Who would be the most likely to take action? List out all of these benefits on a sheet of paper. 


Inspect Your Current Customer Base

If you have a customer base, start with the basic information from your CRM. These are often demographics like age, location, spending power, language, interests and other patterns you’ve been able to glean from conversations and ad information collected from them. 

If you’re selling B2B, look at the companies you’re selling to – the size, the key decision-makers, the revenue they’re making and their biggest challenges with regard to the solution you offer. 


Research Your Competitors

Another excellent step in narrowing down your audience niche is to target your competitors that offer similar products or services. Who is their messaging geared toward? What kind of ad channels are they using and how are they marketing themselves? How do they position their solution in the market? 

This can also give you some excellent ideas in terms of potential marketing angles to test, as well as provide you with insights on particular angles to test as you flesh out your marketing campaigns. Your product or service may not be exactly the same as theirs, but there’s often some overlap in areas where competing products are found. 


Create User Personas

Last but not least, it’s time to create user personas. These are in-depth representations of actual buyers of your product or service, but designed to paint a picture of your typical customer. Your personas should include the following information: 

  • Age
  • Location
  • Interests
  • Daily Routine
  • Social Media Habits

As you better understand who your audience is and how their challenges and actions can lead them toward your solution, you’ll be able to deliver a concise and confident marketing pitch that hits all the right notes as you better target your offer toward anticipating and fulfilling their needs.

And if you’re ready to take the next step and work alongside content strategists and marketers who understand the life sciences, biotech and healthcare technology world, there’s no better place to turn than Workdom. Let our seasoned experts work with you to create a unique and powerful content marketing strategy to take your promotional efforts to the next level. Contact us today to learn more!



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Disclaimer: This post is for general information purposes only. It does not constitute investment advice or a recommendation or solicitation to buy or sell any investment and should not be used in the evaluation of the merits of making any investment decision. It should not be relied upon for accounting, legal or tax advice or investment recommendations. This post reflects the current opinions of the authors and is not made on behalf of Workdom or its affiliates and does not necessarily reflect the opinions of Workdom, its affiliates or individuals associated with Workdom. The opinions reflected herein are subject to change without being updated.