October 21st, 2020

How diagnostics companies can use digital content to win gold in the sales race

Attracting prospective customers can be a difficult process for diagnostics companies. This is especially true when face-to-face meetings are discouraged in the time of COVID-19. The sales journey is complex and involves a lot of lead nurturing. There is a substantial amount of tailoring involved to provide your customer with a solution to the problem faced by their laboratory. In this article we will explore how diagnostics companies could use digital content to drive sales.

Oftentimes, there is also more than one decision-maker on the buyer side, and that decision could lie with a hard-to-reach buying committee.

You might have the perfect elevator pitch, but how do you get it in front of the right people?

For more tips and tricks, watch our Digital Marketing for Diagnostics webinar with Pathology Technology Australia.

The buyer’s journey


An engaging digital buyer’s journey has never been more important to attract prospects. The buyer’s journey is a buying process that consumers go through to become aware of, evaluate, and purchase a new product or service. It consists of three stages that make up the inbound marketing framework: awareness, consideration, and decision.

For diagnostics companies attempting to showcase their amazing technology, there is no medal for second place. That is where high-value and engaging digital content comes in. To ensure your sales model is winning every gold medal attainable to your business.

Setting time aside to create great content that serves a specific purpose in solving a prospect’s issue is half the battle to closing a deal.

The beauty of creating valuable content that is specific to your business is that the resources are already there, you just need to spend some time teasing them out.

Check out our infographic for inspiration on content to create for the perfect buyer’s journey.

High-value content


A good example of high-value content that can be easily repurposed is a whitepaper. A single whitepaper can be sliced and diced into any number of articles, videos and blog posts that serve a purpose at each stage of the buyer’s journey to attract prospect customers.

Take a look at the whitepaper we created for Philips’ digital pathology technology.

It’s important to ensure the content you create is in a digestible format for the target audience. Take a video for example. Remember that hard-to-reach buying committee we mentioned earlier? They may not have the time to read a whitepaper or blog article, but set an engaging, informative and concise video in front of them and you could be on the way to closing your next sale.

Remember: the ball is always in your court. If a client visits your website, they should be met with content that interests them. They may not be ready to buy from you right now but the more engaging content you present them with, the more willing they will be to come back again.

Instead of relying on a prospect customer to call you, keep an eye on your website’s activity and set reminders to check in with certain contacts who have been engaging with your content. HubSpot is a tool that automates this system, by linking your CRM to your website. Highlighting leads and nudging you with reminders to nurture those relationships can help you turn them into sales.

Our top tips for creating engaging digital content


  1. Local always beats global. If you have marketing content ready to share, try localising it first, by making it country and market specific. Prospect customers show better engagement with content that they can relate to.
  2. Less is more. The idea is to attract and engage a prospect customer, not to overwhelm them with information. At the early stages of the buyer’s journey present them with content that is easy to digest.
  3. Think outside the box. Take a look at what your competitors’ content and come up with some ways of how you could do it better. For example, if a competitor updates their blog on a monthly basis, maybe you could do it weekly and start a mailing list of those who actively engage with your content. Remember, quantity isn’t everything. Ten highly engaged prospects are better than fifty passive contacts on a mailing list.
  4. Repurpose content. Invest some time in creating a substantial piece of content that can go further. Whitepapers are great for slicing and dicing into more digestible forms of content to serve every touchpoint along the buyer’s journey.

To find out more about how high-value content can convert your leads into buyers get in touch at [email protected]

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