As we all know, lead generation can be a tricky business. It’s dynamic, complex, constantly evolving, and incredibly time sensitive. Explaining what I do everyday, how Prizm Media can help a client’s business, or how we help people access health products or services can definitely be challenging when talking with those who are unfamiliar with the industry.
Today, I’m going to share some of my most frequently asked questions about lead generation, the healthcare industry, and what it’s like working in this field.
Why is the healthcare industry so popular right now?
To put it simply, healthcare is a big market (3.8 trillion dollars big in the United States alone, according to Forbes) that has a lot of different areas – pharmacies, pharmaceuticals, direct medical equipment, etc. To become a niche leader in generating leads for just one of these areas can create huge potential for your company, not only for profit and growth, but also for making a meaningful difference in the health and wellness of people who need these important medical products and services.
What sets healthcare apart from other types of lead generation?
The key thing is that we are helping people. Our business helps people by making the process of obtaining health products and services faster and easier. Not only does participating in this process reduce medical spending and increase convenience for the end consumer, but fewer trips to the pharmacy results in less packaging required, fewer emissions, and a more efficient environmental footprint.
Our marketing initiatives educate consumers about quality health products and services that they might not even know exist. Consumers then express their interest in learning more about health related products that interest and benefit them, and we deliver this information to companies who can help them make a measurable improvement to their quality of life.
What would you tell someone who’s not involved in healthcare lead generation?
The first step in deciding whether lead generation will work for you is to get educated about lead gen and your business. You need to know your business’s needs, current capabilities, and target goals.
After that, it’s all about compliance. In this business, compliance is king – you are either compliant or you are in trouble. When choosing a lead generation company to assist your business, or when starting a lead gen campaign of your own, nothing is more important in the long run than keeping it compliant.
What is the most challenging part about being involved with this industry?
In keeping with the importance of compliance, I would say that the most difficult part of managing a healthcare lead generation company is keeping up with the constantly changing regulation that surrounds direct communication with consumers.
Compliance is the most important part of running a lead generation campaign and lead gen companies need to have a system of checks and balances to ensure that the leads they generate, and the customers that they deliver to clients are procured in a way that abides fully by all relevant legislation.
Here at Prizm, we put an emphasis on being “hyper compliant”. This means staying ahead of legislation like CASL, TCPA, and the Do-Not-Call requirements and ensuring we have the practices and processes in place to adapt quickly to any changes in regulation
Where do you think the industry is headed?
I think there’s going to be a lot of people out there wanting to break into this industry because they think it’s a quick and easy way to make money, not realizing how much effort goes into guaranteeing compliance. For those looking for the quick cash, remember, the higher the pay, the higher the compliance. If these new players can’t keep compliant, it opens the door for more legislation being implemented and this can damage their perceived gains in the industry. In addition, it only helps established firms who have learned the importance of placing compliance first, make a more solid footprint and capture more of the market share.