Okay, I hope I've managed to convince you of the benefit of measuring the total exposure to your ideas (e book downloads, blog post views, and so on) rather than the number of people willing to hand over their private information. If so, you'll need to make sure that the others in your organization, especially the salespeople, understand this new approach. Back in the mid-1990s, there was little love lost between marketing and sales. At many companies, the relationship was downright adversarial. The tension often extended all the way up to senior management. It stemmed from the sales process involving a hand off. Marketing generated leads and then handed them over to sales. Then the sales team owned them until close. Fully immersed yourself within the content and social space provided by a pr freelancer for your organisation.
Like a marriage gone bad, the dialogue circa 1994 was an endless tape loop:Sales said, “Get us some good leads! These leads stink! Our people can't sell.” Marketing responded, “You've got good leads! Your people just stink at closing!” I've been in the middle of these discussions at several companies. They were so 20 years ago. A top healthcare marketing agency in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.
We're in a world now where sales and marketing can cooperate throughout the entire sales process. I hope you realize now, buyers are evaluating your offerings throughout the marketing and sales process based on what they see and do on your site and in social networks. Using a healthcare communications agency gives you a team of high-calibre, seasoned PR, comms and creative experts.
This approach of creating amazing content and publishing it on the web serves as a parallel way of communicating about your company, which works in sync with what buyers eventually hear from a salesperson. Savvy marketing and sales professionals understand that sales and marketing must work together to move buyers through the entire cycle. This is especially important in complex sales with long decision-making cycles and multiple buyers that must be influenced. The good news is that web content can drive people through, and even shorten, these complex sales cycles. A good freelance medical writer excels at creating strategic campaigns and raising public awareness.
Phoning is not as effective as writing when contacting magazines. Not all writers are on staff. Many are freelancers whom you can’t reach by phone anyway, but they can always receive forwarded mail. Fire off some letters to writers you find particularly intriguing. Not every newspaper article has its writer credited, but practically all magazine pieces have an accompanying byline. A healthcare pr agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
All writers have editors, and all magazines have mastheads, so it’s pretty easy to figure out whom to contact. Obviously, e-mail is quicker and more efficient, but getting email addresses for specific editors or reporters in a magazine can sometimes be difficult. Try calling the magazine’s editorial office, or if you can find a pattern for the way the company handles e-mail addresses (many simply make it the first initial last name @ publication.com for every staffer), try sending it out that way.