Home oxygen systems are an important medical supply service and product. Reaching patients is tricky. How can you create lead gen systems that work?
With the rise in population, COVID-19 pandemic, and advances in medical technology, the need for medical-grade oxygen has increased. In the United States, more than 1.5 Million people use oxygen for various respiratory diseases as part of their therapy. That’s quite a lot of people and seems like a large market. However, when you compare it to the population of the US at 329 Million it is less than ½ of a percent. That is a marketing challenge for home oxygen suppliers.
Fortunately, you don’t necessarily need to reach patients apart from brand awareness campaigns. So, how do you market your home oxygen system?
“Oxygen is a drug that requires a prescription, an effective delivery system, therapeutic dosing, and monitoring for effective therapy. Economics and patient demands are a secondary consideration to providing effective oxygen therapy.” Respiratory Care Journal
How Do You Reach Respiratory Patients to Sell Your Home Oxygen System?
It’s tricky, right? How do you reach respiratory patients when home oxygen is a prescription? It means you likely need to reach the prescribers – ie. cardiovascular doctors and pulmonologists as well as hospitals, clinics, and Medicare providers. Depending upon your product, that’s quite a few audiences.
- Cardiovascular Doctors
- Medicare Providers
With data sets of each demographic, you can create distinct personas and personalize those campaigns for brand awareness, lead generation, and, of course, sales.
Reaching Home Oxygen Prescribers
On your own, you can create a marketing campaign to solve the issues for cardiovascular doctors then another one for pulmonologists and then another for clinics, and so on. That’s a minimum of five marketing campaigns without further breaking down each audience into more personas. Yikes.
At a minimum, each marketing campaign to gain signups (leads) will include a landing page, signup form, and email marketing drip to nurture those leads. Ideally, you’ll want a follow-up call at some point in the nurture cycle, a freebie, and management of those leads in your CRM of choice.
Depending upon your sales cycle for your home oxygen system, this can be a painfully long process for your sales staff and the CFO. Augment that campaign with 30 and 60-second video and radio ads, pay-per-click campaigns, and social media (Facebook, Instagram, LinkedIn, Twitter) and you’ll be spending a pretty penny.
With that said, marketing campaigns are totally necessary; how aggressive you are (financially and implementation) depends upon your budget. That’s the reality. But it doesn’t have to be your reality.
AWI’S Lead Gen to the Rescue
While your company is working hard to improve the quality of life of your consumers, we have your back. Our approach to lead generation is both custom and adaptive. This is why so many industries from senior services to health care companies trust our services.
Partnering with us allows you to focus on research and development as well as outreach and education. While you’re creating a better world, we’re busy tracking trends and monitoring lead performance daily. There is no set-it-and-forget-it process. Trends shift and we adapt ensuring you still have the leads you expect.
Let’s set up a call to talk with one of our specialists and ensure your marketing efforts are getting through.