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The Key to Long-Term B2B Relationships

"User Experience" - Yeah, it's one of those buzz terms all marketers have heard at some point or another, but do you realize how important it is to understand? In today's business world, many B2B companies are following in the footsteps of B2Cs that are essentially "getting in bed" (for lack of better terms) with their customers. Sounds a little weird, right? But it's absolutely necessary. When you get to know your customers on a deep and personal level, you gain valuable insight into their strengths, weaknesses, and objectives they'd like to reach as a company, especially while utilizing your products and services. What happens once you gain this insight? It's kind of like going on a first date. The ones that go well, at least. You create a conversation, you get a feel for each other's needs, and (hopefully) develop a relationship built on loyalty. For businesses, it results in higher likelihood of continued purchases and most importantly, happy clients that generate referrals. Buzz term or not, user experience is a VERY valuable tool that many businesses have yet to grasp. 

 Coming from both a B2B and B2C background myself, I'll admit that there's a lot B2Bs can learn from their business counterparts. Thankfully, ImagineSoftware knows a thing or two about strategic insight. When I began working for the company, one of the first things I learned was that Imagine has a near 100% client retention rate. How is that even possible?! At least, that's what I asked myself before I sat down with Gerald Hedrick, one of our Client Success Managers, to understand how the company has perfected the art of creating dialogue with decision makers and cultivating long-lasting relationships.

  "As Client Success Managers, our primary function is communication. You can think of us as the client-facing concierges of the business. We excel in aspects of software functionality and on the "how-to's" of the system. Our goal is to gather insight into our customers' business, operational, and transitional situations. We get to know them really well - their strengths and weaknesses, company goals, and what they expect from us in order to make their business more successful and efficient. That's a necessity for us, how else would we be able to ensure our clients and partners that we can solve their issues?" 

  • We understand the benefit and necessity for regular, carefully structured client calls as a standard practice of CSM. 
  • It's vital for us to match the correct resource with the needs of every client, in every situation. 
  • Meeting commitments and delivering on expectations. 
  • We immediately establish partnerships and focus on forming relationships. 
  • We understand the different between fixing something and intentional excellence. We've formed a relationship and created conversation with the client. We already know how they use the software, so when they come to us for help, we know how to get it done the first time.

These are tips that we utilize daily. When they're executed, honestly it makes our clients feel awesome so it's something we strive to exude each day."

 So go ahead - communicate, assimilate, and skip off into the sunset hand in hand with your clients... essentially. You'll thank us later. 

 

ImagineSoftware is a leading software developer and provider in the healthcare IT sector, focused on designing and commercializing innovative billing and revenue cycle management system software applications. 

Join the discussion at ImagineNation for training videos, updates, and monthly webinars. 

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Internet Marketing for the Medical Industry

Long gone are the days when the medical world could just rely on referrals from their colleagues.

Two things have spurred this catalyst: the first being the advent of a digital age in which consumers can have research at their fingertips to help with decisions that they used to leave to the "professionals." The second being the Affordable Care Act, wherein now, the freedom of choice in providers has opened up new levels that have not been seen before.

This creates a whole new world, not only for the patients, but now also for the providers. First, one must consider how truly competitive the medical industry is and understand that anything that can create an edge over the competition should be looked at. In days past, a practice could rely upon basic marketing principles, such as the Yellow Pages, radio, newspapers, and word of mouth. Now, however, the internet is arguably the most important marketing method that you can have. Just having a website is not enough, though. You need to appeal to your potential clients and you must engage them.

SEO, Social Media, and Reputation Management are now the tools that need to be employed to develop a reputation as a provider of choice. What these tools will do for you is make you stand out in the sea of information on the search engines as well as help you to build trust. Having a high ranking in the search engines is important as the typical person will only search so far before making their choice. The social media portion is important in that it helps you to provide valuable information to your patients and potential patients, yet it also allows you to engage them on a more personal level, creating trust. Your competitors are likely already doing things like this and should you decide to ignore it, you are, without a doubt, falling further and further behind.

There are many modalities and complexities when it comes to Internet Marketing, least of which being Google's constant changes and tweaks to its algorithm. What you should realize, though, is the need to develop keywords and terms that specify your specialty and practice and build upon that. Secondly, engaging the public-at-large with info that is relevant to their needs and tying everything back together will position your practice as an authority.

This is accomplished by utilizing keywords and targeting them through correct use on your website and developing backlinks that lead to your site. Additionally, develop appropriate content and utilize social media to increase the exposure that your practice is receiving. This, however, must be done correctly and remain compliant with the terms of service of the search engines. Failure to do so can lead to diminished rankings and even a ban from the search engines. Can you afford that to happen to your practice?

In closing, here at IMAGINE, we have a group of experts ready to assist you in this area. We are committed to your success and the success of your internet marketing efforts. Feel free to contact me directly for more information on how IMAGINE can help develop the strategies that will work for you.




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ImagineSoftware
8757 Red Oak Blvd.
Charlotte, NC 28217
Tel: 704.553.1004
Fax: 704.553.1006
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