Lead generation

What is Lead Generation?

The possibilities to generate online leads have grown enormously in recent years. The simplest definition of lead generation is: “Acquiring new, potential customers.” Today, this is mainly done online. More and more Life Sciences & Health organizations are engaged in lead generation. Generating high-quality leads is almost necessary, especially in a competitive market.

The definition of a good lead

A good HCP lead is a lead – received by downloading content – that has issued a double opt-in, allowing it to be added to a marketing automation flow and further nurtured to eventually become a customer.

Why lead generation?

There are various reasons for using lead generation. For example to generate:

• Mailing list, webinar, training or e-learning submissions
• Submissions for a conference or event
• New accounts on a private HCP platform

Lead generation strategy

Recruiting quality leads from HCPs is becoming increasingly difficult, given the full agendas of the target group. A value-added lead generation strategy and execution is essential in generating additional leads for the sales teams of your organization. Are you interested in an extensive guide to reach HCPs through lead generation? By leaving your email address below you will receive our whitepaper in your mailbox!

The tools

A number of tools are essential to ensure that lead generation runs smoothly and effectively. To begin with, qualitative lead magnets are needed. A lead magnet is what is offered to HCPs on the website in exchange for their contact details. This lead magnet
must therefore represent a certain value. People don’t just give out their contact details. Examples of commonly used lead magnets are: gated content, e-learning, webinars, animations, infographics, tutorials or free trials.

In addition to the regular advertising options of social media channels, we use another method: hyper segmentation. This is a sophisticated method to reach very specific HCPs on channels such as LinkedIn and Twitter. The method provides insight into target groups based on big data and puts specific target groups together very precisely. These target groups include exactly the people you want to reach. Advertising without noise, which ensures an efficient expenditure of the budget.

Finally, lead generation only works well if you use marketing automation. Of course you can also manually nurture HCPs, but as target groups grow larger it is clearer and more effective to automate the process. There are several tools for this, of which we are experienced working with.

The lead is in, now what?

That’s a good start. Now it’s time to nurture the lead. This means: providing the content the lead needs at that moment, served from the right channel. You have already mapped out in advance which phase of the customer journey the lead needs which content. It is therefore easy to warm up the lead with relevant content. When it’s warm enough, it’s time to get sales involved in the process. Your sales colleagues are responsible for actually bringing in a new customer.