Ever feel like your prospects do nothing but put you to the test? Well, that’s often expected in healthcare. It’s not like there’s very little at stake.
But whether you like or not, your medical lead generation campaign needs the test to really prove you are good enough to serve your clients.
For those of you who driving lead generation with thought leadership and social media influence, being put to the test feels like being sued. It feels like your authority and integrity are so insufficient that people need to challenge it. They want you to explain, to prove, and to account.
That’s a lot of work for just trying to get a few medical leads. But while you might want to run to your sales rep, the test is still ongoing. There’s a reason for this and why they’re an important part of the buying process.
- Authority is a responsibility– You might be the authority but in business, authority doesn’t just give bragging rights. Having authority is having the responsibility of satisfying your clients. In the same way, a medical authority is only an authority in so far as their aim of instilling better health in their patients.
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Prospects know more than you think – Furthermore, knowing something doesn’t mean you know everything. Prospects are not just testing your expertise but your capacity to use it for understanding their own problems. Lead generation is both a problem-finding and problem-solving process.
Prospects know more than you think – Furthermore, knowing something doesn’t mean you know everything. Prospects are not just testing your expertise but your capacity to use it for understanding their own problems. Lead generation is both a problem-finding and problem-solving process.- Prospects know that isn’t ‘that simple’ – It’s often a tendency among B2B marketers to presume prospects know less about a problem or else they wouldn’t call a professional to solve it. That’s not entirely accurate. Take for example, the salt debate among nutritionists. The relationship between salt and blood pressure isn’t that simple. However, that’s only more incentive for consumers to question any authority making claims on the subject.
- The complicated role of emotions – Finally, some prospects might feel cowed by those who see the label of ‘expert’ as nothing but a browbeater. Just look at how Uber’s own ratings system is gamed to make a majority of drivers look better than they actually are.
On that last note, it’s really telling how swimming against the tide and questioning the quality of a service makes one look deviant. This sort of attitude however is exactly why prospects are inclined to criticize and test. It’s their way of letting you know how much they demand quality and want to test how your authority enables that.
