How We Designed Our Workflow to Improve Yours: Full-Funnel Marketing for Education Managers
Education managers face a unique challenge: balancing high-quality educational content with effective, sustained marketing strategies. In fact, we often won’t say “marketing” and instead use promotion (hint: they are the same thing). Too often, educational content is introduced once and the push for immediate conversion begins. Unfortunately, this approach often results in missed opportunities and low conversion rates, failing to fully utilize the valuable content created.
At ICI Medical, we’ve designed a streamlined, end-to-end workflow that takes your educational initiatives from awareness through to conversion—and keeps them converting over time. Here’s how our full-funnel marketing services are built to improve your workflow.
Identifying the Problem with Traditional Pharma Education Marketing
A typical educational marketing cycle for most companies is often too brief to maximize its potential. This is usually in the form of representative driven initiatives or an email marketing campaign, which results in a less-than-optimal turnout This is because most customers take time to make decisions so that single touchpoint only captures those who are ready and available. Research shows that people need multiple exposures before they’re ready to take action. Rushing to convert too soon can lead to missed opportunities and low engagement.
Our Full-Funnel Solution: Sustained, Multi-Touchpoint Exposure
We understand that healthcare professionals need more than just a single opportunity to fully commit to attending your event. That’s why we’ve built a system that emphasizes multiple exposures to your content over time, helping to nurture potential leads until they’re ready to convert.
Not only do we extend the promotional cycle, with ICI Medical, your content doesn’t have to disappear after one showing. By recording your events and hosting them on ENAGE, we transform them into valuable resources that can be accessed by those who couldn’t make your event, or didn’t know about it.
Our services include:
Social Media Promotion: Our team leverages targeted social media strategies to reach your audience where they spend their time. This extends the lifespan of your content and continuously builds interest.
Healthcare Professional Newsletter: With over 36,000 healthcare professionals subscribed, our newsletter gives your content direct access to a receptive audience, nurturing leads at every stage of their journey.
Educational Content Hosting and Analytics: From landing page design to content hosting, we make sure your educational materials are accessible and engaging. Our analytics package tracks audience interactions and performance, giving you insights to refine your approach.
Simplifying the Process: From Multiple Agencies to a Single Partner
Many education managers struggle with managing multiple specialized agencies to handle content hosting, promotion, and analytics. The challenge is keeping each part of the funnel connected without increasing time spent on meetings, contracts, and project management.
ICI Medical streamlines this process by offering everything in one place. From content hosting to promotion, our all-in-one approach minimizes the need for coordination with multiple vendors. This not only reduces the time and resources required but also ensures a more cohesive, effective strategy that aligns with your goals.
How We’re Making Conversions Count with Multi-Touchpoint Marketing
The rule of multiple exposures isn’t new, but its implementation in healthcare marketing is often lacking. At ICI Medical, we believe that content isn’t just a single-use resource—it’s a building block for sustained engagement and therefore practice change. By presenting valuable, high-quality content at multiple touchpoints, we help you move leads along the funnel naturally.
Our approach provides:
Continued Engagement: Re-engage healthcare professionals by repurposing your content into e-learning modules, recorded webinars, or blog posts. Each piece of content becomes a stepping stone toward conversion.
Analytics: Our analytics package offers insights into every stage of the funnel, showing you where your audience engages most and where there’s potential to optimize.
Learn More About Our Approach
Contact us today to learn more about how we can help you improve your conversion rates and simplify your process.