The Client’s Offering:
Medical space rental project – Hechsharat Hayishuv Medical Center.
This is a huge real estate project of 60,000 square meters, open to doctors, health funds, health services, etc. The entire project is owned by Hechsharat Hayishuv Group, which has a long-term vision and uncompromising quality in construction and ongoing project management.
Target Audience:
- Doctors
- Medical institutions
- Private clinics
- High-tech companies in the medical field
- Health funds
- Surgeons
- Pharmaceutical companies
- Business development in the medical field
- Hospitals
- Doctors’ offices
Challenges in Activity:
At the beginning of the campaign, there was a lot of skepticism within the internal team, not only regarding the offering, which might not match the platform and could be difficult to sell but also regarding the audience. We were unsure how active and responsive hospitals or doctors would be on LinkedIn. It should also be remembered that this is a future project still under construction, so there is nothing physical to show to interested leads. We were wrong. Big time.
Tests and Solutions:
We started the activity with an Account-Based Marketing (ABM) list of hospitals, cross-referenced with senior titles such as CFO, CEO, and Board Member. We received good feedback from this audience, but this type of audience is quite used to receiving offers for new investments, so the number of positive responses was not sufficient. Therefore, we thought of another strategy—we approached doctors and were pleasantly surprised. The audience was very responsive from the start, interested, open to discussion, and eager to hear more!
We understood that doctors usually do not receive inquiries on LinkedIn, so when someone approaches them for a project of this kind, it gives them the opportunity to contribute not only to their medical knowledge but also to business development. This included all types of doctors – family doctors from health funds, surgeons in aesthetics, etc. We achieved very high positive response rates with the doctors – between 5% and 10%! (Typically, in a successful LinkedIn campaign, we aim for a response rate of 1%-3%).
Conclusions:
First of all, as we always say, you don’t know until you try.
Approaching audiences that are usually not courted has a great advantage. So for those who are “afraid” to approach a doctor on LinkedIn with a job or project offer – go ahead and dive in! They will be very happy to cooperate 🙂
