As a salesperson, social proof can be a powerful tool to help you become a better seller. Social proof is the psychological phenomenon where people rely on the actions and opinions of others to guide their own behavior. In the context of sales, social proof can help you build trust and credibility with potential customers, making it more likely that they will buy from you. Here are some tips on how to leverage social proof to become a better seller.
Use customer testimonials: Collect customer testimonials and case studies that showcase your product or service in action.
Leverage industry experts: Look for experts in your industry who can vouch for your product or service.
Showcase social media followers: Share the number of social media followers your company has to show potential customers that your product or service is well-regarded and popular.
Display customer logos: Display logos of well-known customers who have used your product or service to show potential customers that your offering is trusted by reputable companies.
Highlight user-generated content: Share user-generated content such as customer reviews or social media posts that showcase how others have used and benefited from your product or service.
Use influencer marketing: Partner with industry influencers who have engaged audiences in your target market. These influencers can help build credibility and trust with potential customers by showcasing how your product or service has helped them.
By leveraging social proof in your sales efforts, you can become a more effective seller. Social proof helps you build trust and credibility with potential customers by showing them that others have had success with your product or service.
Social Proof and Influence Challenges in Healthcare
Healthcare is challenging for social proof and influence marketing because of privacy concerns, ethical considerations, industry regulations, and limited marketing channels. These factors make it difficult to share patient information publicly, use persuasive tactics without appearing manipulative, comply with industry regulations, and effectively reach potential customers through social media.
Privacy Concerns: Healthcare providers must be careful about sharing patient information or testimonials in a way that could violate patient privacy laws.
Example: healthcare providers may want to share a patient's positive experience with their service or treatment, but they cannot do so without the patient's explicit consent.
How to address challenge: Healthcare providers may use anonymized patient stories or ask for consent from patients before sharing their testimonials.
Regulatory Compliance: Healthcare providers must comply with regulations such as HIPAA and the FD&C Act, which can limit the types of claims they can make about their products or services.
Healthcare providers cannot claim that their product can cure a particular disease unless they have FDA approval.
Healthcare providers may need to invest in research and development to provide evidence of their product's efficacy or consult with legal and compliance experts to ensure that their marketing materials comply with regulations
Ethical Concerns: Healthcare providers have a responsibility to act in the best interest of their patients. Using social proof in healthcare marketing must be done ethically, focusing on providing accurate and truthful information to patients.
Healthcare providers may be tempted to use a patient's story to promote their services, even if the patient's experience does not represent the typical patient experience.
Healthcare providers must prioritize transparency and honesty in their marketing materials.
Emotional and Sensitive Topics: Many healthcare conditions are highly personal and sensitive. Using social proof in healthcare marketing for these types of conditions can be challenging, as patients may not want to share their experiences publicly.
Patients with a rare disease may not want to share their story publicly, as they may not want to be identified or may be uncomfortable sharing personal details about their condition.
Healthcare providers may need to be sensitive and respectful in their outreach to patients. They may need to provide options for patients to share their stories anonymously or in a private setting
Complexity of Decision-Making: Healthcare decisions can be complex and require careful consideration. Social proof may not be enough to sway a patient's decision when it comes to their health.
A patient may need to consider factors such as cost, insurance coverage, and potential side effects when making a decision about treatment.
Healthcare providers may need to provide comprehensive information and resources to patients to help them make informed decisions.
Here is a short list of people crushing social media and creating influence in healthcare:
🩺 Zain Syed, PharmD
📈 Henry Pec
📚 Robert Longyear
💊 Timothy Aungst, PharmD.
💸 Jun Jeon, MD
🤝 Ruby Gadelrab Tudor
⚕️ Raihan Faroqui, MD
✈️ Dana Le, MHA
🩺 Sandeep Pulim MD
🤝 João Bocas
💸 Andy Mychkovsky
🩺 Benjamin Schwartz
💸 Omar M. Khateeb
⚕️Nikhil Krishnan
🩺 Nisha Mehta, MD
Many more are out there as well!
Coming Tomorrow!! Part 3 of the Marketing Podcast Series.
Please make sure to Subscribe, Comment, Share, and Review!
Connect with me on Linkedin or visit the website for more Podcast + Sales Resources
Host: Josh Pappas, Director of Sales Tendo
PROFESSIONAL and PERSONAL Development: Make Sure to register for this summer’s Young Health Leader Summit. Make sure to use code: “TEAMJOSH” for discounted registration
Share this post