We are working on developing a social media strategy to actually reach pediatricians online. We are selling baby food and are completely open to using any social/community platforms (i.e. twitter, facebook, linkedin, G+ etc) to connect with our target audience. (1) Which platforms are suitable to generate leads? (2) What are the required steps to develop and implement a successful social media strategy for this target audience? Thank you!
I work extensively in the healthcare market. In particular I have quite a bit of experience marketing to MDs and other healthcare providers. And in my experience - that audience is not likely to be reached via social media.
Medical professionals (particularly MDs) are mainly offline. Online business related activity is generally limited to reading journals and correspondence with other medical professionals.
In fact - they have such a huge "target" painted on their back that they are very challenging to market TO at all.
This is not to say that you can't be successful in working with them. Only that if you "target" them you're likely to get stonewalled.
I'm curious why you are intent on reaching them in this manner (i.e. social media)?
One of the main tenets I teach my coaching students is to find out where your market is... Not to choose a form of media (i.e. twitter, FB, etc) and hope to reach them there.
You may have greater success (and waste less time/money) re-thinking your business model. I can certainly help with this if you decide to go in that direction.
In any case - Best of luck!
Physicians are notoriously slow to adopt social media - especially as most Colleges and medical associations produce guidelines saying that they should not be interacting with their own patients online - see example http://www.cma.ca/advocacy/social-media-canadian-physicians. A recent survey I saw had Facebook use among physicians was at only 18%. It's very similar for Linkedin and let's not even discuss Twitter.
Best way to get to them would be medical conferences and journals.
I would suggest you consider it that is a good channel for you even if you reach them. If your baby food has a medical benefit, than pediatricians may recommend it, but otherwise we usually don't discuss brands with patients.
1. Use unbounce app or something similar to design your landing page. I've seen too many clients spend piles of money on Twitter and Facebook ads only to watch it vanish with shitty landing pages.
2. Hire a professional to design your ads, manage campaigns and remarket (if using Facebook) using emails and website data.
3. Create value for them to want your product. Free giveaway, Ebooks download or study on baby food. Be human about how it benefits them. Be helpful, if your only trying to make money, people know.
4. Create a video campaign and blogs outlining the benefits of the food. The story, how it was made and why it's better than anything else.
5. Test it with local paediatricians. Let them in on the pre release and get their feedback. Use offline relationships to build online amplification.
Hope that helps. I'm sure others will have some other great thoughts too
It feels like this is a cart before the horse strategy, especially since MDs aren't avid social users. That said, you'd be well served by an influencer program and I'm happy to talk to you about that approach if you'd like to call.
All the best!