Healthcare decision-makers are harder to reach than ever. Direct access is shrinking—hospitals are consolidating, procurement teams have more control, and IT departments decide what gets integrated. If your sales strategy still relies on reps making in-person visits, you’re fighting an uphill battle.
This is where educational content changes the game. Buyers research solutions long before they engage with sales. Therefore, if you’re not delivering valuable insights through thought leadership content – such as via white papers and webinars – you’re losing deals. Establish thought leadership early in the education process to help prospects understand their challenges through content that most benefits your position. By influencing how they see the problem, it makes the sales process much easier.
Why Educational Content Drives Sales
Sales teams used to own the education process. That’s no longer the case. Today’s decision-makers want to self-educate. Companies that offer valuable content such as case studies, white papers, and webinars help shape the conversation early on and build credibility, often before any sales discussions take place.
How Educational Content Moves the Needle
- It Solves Problems, Not Just Promotes Products
Decision-makers don’t care about product specs—they want to know how you’ll improve efficiency, outcomes, or cost savings. Focus on solutions, not sales pitches. - It Establishes Credibility
Buyers turn to sources they trust. High-value content backed by real data and expert insights makes your company the one they rely on when they’re ready to move forward. - It Aligns Cross-Functional Decision-Makers
Clinicians, procurement, finance, IT—they all have a stake in buying decisions. Creating content that speaks to each role removes roadblocks and speeds up adoption.
Making Your Content Strategy Work
- Know Your Audience
Medtech sales shouldn’t just target doctors. Procurement teams analyze costs, IT checks integration and security, and operations leaders focus on workflow. Your content should target each group and reflect each group’s priorities. - Create a Content Ecosystem
Prospects go through different stages before making a decision. Structure your content to match that journey:- Introductory Content: Short explainer videos, industry trend breakdowns, and expert webinars spark interest and draw prospects into the market.
- Deep-Dive Resources: White papers, case studies, and detailed reports inform prospects in the middle of the funnel.
- Decision-Stage Tools: ROI calculators, comparison guides, and customizable implementation roadmaps give decision-makers the confidence and guidance to move forward.
- Get the Right Content in Front of the Right People
- Persona-Specific Campaigns: Distribute content where decision-makers spend time—LinkedIn for executives, industry blogs for clinicians, and/or research platforms for procurement teams.
- Account-Based Marketing (ABM): Target high-value accounts with tailored messaging. By using specific language focused on a given IDN’s situation, it’s possible to open doors quickly.
- Multi-Channel Distribution: Marketing is more than emails and brochures. Other avenues, like social media, search, SEO and content syndication, get your content seen.
Case Study: Faster Sales Through Content
One tech-enabled service provider came to Jairus to build the value of their sales pipeline. Their typical sales cycle was taking over two years, with their close rate well below industry averages. By incorporating a thought leadership campaign, the firm reduced their sales cycle from over two years to under six months, more than doubled their close rate, and increased their pipeline ROI by 34x.
What Comes Next
Limited access doesn’t have to mean slower sales. Companies that prioritize education over hard selling win more deals by meeting decision-makers where they are when they’re looking for solutions—online.
If you want to drive faster, more efficient sales, start using content as your competitive advantage today. Schedule a discovery call to learn how Jairus Marketing can help your organization be the thought leader of your industry.
