Account-based Marketing: How to create an effective ABM Plan

How perfect would it be for any business where one could start the sales process by selling directly to the best-fit and highest-value accounts? Wasting time trying to market to unqualified leads is the last thing one wants. This is what ABM (Account-Based Marketing) is, and it plays a very significant role when we talk about pharma marketing.  

It is a well-known fact that the healthcare industry is competitive, and to be on the top, one needs to rank out of the box in every segment. 

What is account-based marketing? 

Whether medical devices marketing or marketing for physicians, ABM is an effective strategy to imply that ensures a higher return on investment. It is a strategic approach to sales and marketing that uses highly targeted and personalized communication to win new business from an account. 

So, rather than reaching out to thousands in your domain, it’s best to nurture only the few that express their interest. ABM technically targets specific organizations in a bid to engage with key decision-makers and then build on that relationship. This helps them to open up new sales opportunities in the future. 

How does it work?

Account-based marketing for doctors works differently from a traditional sales funnel. In the healthcare industry, undoubtedly, mainstream techniques that work for other industries don’t usually work. When on the right track, ABM helps you enhance your business processes, internal alignments, shortens your sales cycles, and ultimately makes you more money. 

Meanwhile, to succeed in your ABM strategy, there are certain stages to follow. 

  • Identification 

Marketing and sales determine what accounts they’ll be going after and who will be the perfect person to target in those organizations. 

  • Marketing

Creating campaigns aimed at those target accounts to attract them is the second and significant stage. Here, you can personalize the messages for all platforms as personalization helps get better results. Like in healthcare messaging, the message should be so well personalized that it is easy to perceive. 

  • Measurement

Implementing a strategy where you can analyze and asses the necessary metrics is very important. Now, these won’t necessarily be just clicks, impressions or page views but will be social media comments and likes, and who all is interacting with the sales team or website. Meanwhile, if a specific account has become more engaged, it’s time for the sales team to reach out. 

How to create an effective ABM Plan?

Whether you are into online marketing for doctors or offline, setting the right ABM plan plays a vital role. If you are on the right track, big and worthy accounts can be accessed via both methods. Meanwhile, here are the five steps to create an effective plan – 

  1. Identify high-value target accounts.

Identifying high-value target accounts while strategizing account-based marketing for doctors is essential and the very first step to keep into consideration. Remember, these are the key accounts that have the potential to contribute the most to the revenue of your business. 

  1. Research

Conducting in-depth research on accounts is significant. Here, you need to have a good understanding of their customer needs and pain points. Also, it is crucial to know where they are in their customer journey. 

  1. Customized campaigns

Pharma marketing requires customization and personalization. So, the way to go is to use information learned during the research phase to inform your strategy and develop creative assets that will resonate with the target account. 

  1. Run the campaigns.

Now, it’s time to run the customized campaigns you created for the target accounts.  

  1. Metrics

Most importantly, measuring the metrics of your campaign is important. Further, analyzing it to see how they performed is how it will help you to create more effective campaigns in the future. 

About Doceree 

World’s First Ad exchange for branded Healthcare Professionals (HCPs) advertising, Doceree is powered by ​Espyian, a proprietary HCP validation engine. This identifies and precision targets over 1 million* physicians across the entire U.S.A (United States of America) for non-personal promotion and a personalized experience.