A blog post by Jesse Stanchak highlighted a conversation he had with Kirsten Watson, director of corporate marketing for Kinaxis, a technology company that specializes in supply-chain management and operations planning solutions. I believe some of the things that Kinaxis does are applicable to the healthcare industry.

For example, Kinaxis uses social media in its lead generation efforts. Here’s how they do it. When a consumer visits the company’s website, applicable content is offered to them. The content is based upon the search term they use or site they came from, then Kinaxis offers them something of extra value. Each time the consumer returns to the website, additional information is gathered that helps Kinaxis learn more about that person. Eventually, the consumer becomes “sales ready” and someone from the Kinaxis sales team will contact them for a meeting to find out how the company can help them.

Healthcare companies, especially those in technology and insurance, can adapt this basic framework and do something similar.

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