How to get hospitals and health systems to download your case study

Use your platforms

You should encourage those on any of your social media platforms to give a look at your case study. Social media is an often-understated marketing tool that should be maximized whenever possible. It’s one of the most effective ways to gain an audience and is a convenient way for potential buyers to access your information.  If you use quotes from a past buyer, you can tag them in your posts. Utilize Facebook, Instagram, TikTok, or any other platforms you may have. Don’t have one yet? Start one!

Post your case study information on your website where it is readily available, such as on your home page or a banner. You can also use hyperlinks on other pages, or blogs, to link viewers back to it. If you do e-mail marketing, you can also highlight it there. Use your case study to focus on why your product outperforms others in the industry and how your findings support that notion.

Case study videos

Videos help drive sales. It’s been a key component for many purchasers since they can see the product in action. It gives them a lot of information in a more condensed, easy format. Google conducted a survey for healthcare administrators and purchasers that provided valuable feedback on how sales are driven in the industry. During this survey, they found that 8 in 10 decision makers go back to a website for a product after watching a video, and 63% contact the vendor after watching.

So how can this help with downloading your case study? Include details about your study in the video. Make a link readily available and put some of the hot key points into the video. This will boost your credibility and the likelihood that they will research your product further. Here are some tips on how to make an effective case study video:

1. Clearly state what your product solves

2. Gear the video towards the appropriate industry or staff (like administrators)

3. Prepare a list of questions you think people will have about your product, and address them in your video

4. Show how easy to use, or how easy to implement, your product is

5. Use testimonials and data to back up your claims

Utilize your proposal template

42% of buyers who watch the videos listed on a website or other location will then request a proposal. This is a great opportunity to show off your case study. You don’t have to include the whole case study in your response or proposal, but you certainly want to include a way for them to conveniently access that information. Keep your case study information handy so that when a proposal is requested you can easily find it and place it in the proposal. A few helpful suggestions for proposals are:

• Use your case study, but also consider using other helpful case studies

• Don’t overwhelm your proposal with case studies, try to average between 1-3

• Only use other information relevant to your product or solution

• Customize your proposal to each purchaser by changing terms to make it more applicable, or highlight/bolden information that you want to stand out

Getting testimonials

Testimonials serve as a powerful tool to expand your sales and increase exposure to case studies. Resources used in decision making among hospital administrators showed that 54% utilized colleague recommendations when selecting vendors. This means that marketing yourself in the industry should be a key cornerstone of your process. Some ways to increase your exposure are to create relationships among hospital systems or staff and attend conferences or webinars. When you establish these relationships, you can inform them of your case study findings or your website where they can easily look at the case study. You can also choose to speak at conferences and use your case study during your presentation.

You want to make sure that when you get testimonials you are asking for accurate information that can also give you feedback moving forward. Some good questions to ask can include:

• Did you find the process of implementing our process simple?

• Were you able to easily access assistance when needed?

• What benefits have you seen since implementation?

You want to be accepting of constructive criticism, but also obtain information that you can use to help generate sales. These testimonials, or criticisms, can be used in the case study to further enhance your message.

Use your tools

Whatever tools you utilize to help drive your sales, try to incorporate your case study among them. Do you have a monthly newsletter that goes out with updates? Put your case study link in it! You can also post on LinkedIn or Twitter with pieces of information collected from your case study to draw attention to it. Expand your professional network as much as you can and share your findings and product. If you have a sales team, make sure that they promote your case study by highlighting pertinent information to each client and leading them to your website.