We are working on developing a social media strategy to actually reach pediatricians online. We are selling baby food and are completely open to using any social/community platforms (i.e. twitter, facebook, linkedin, G+ etc) to connect with our target audience. (1) Which platforms are suitable to generate leads? (2) What are the required steps to develop and implement a successful social media strategy for this target audience? Thank you!
I work extensively in the healthcare market. In particular I have quite a bit of experience marketing to MDs and other healthcare providers. And in my experience - that audience is not likely to be reached via social media.
Medical professionals (particularly MDs) are mainly offline. Online business related activity is generally limited to reading journals and correspondence with other medical professionals.
In fact - they have such a huge "target" painted on their back that they are very challenging to market TO at all.
This is not to say that you can't be successful in working with them. Only that if you "target" them you're likely to get stonewalled.
I'm curious why you are intent on reaching them in this manner (i.e. social media)?
One of the main tenets I teach my coaching students is to find out where your market is... Not to choose a form of media (i.e. twitter, FB, etc) and hope to reach them there.
You may have greater success (and waste less time/money) re-thinking your business model. I can certainly help with this if you decide to go in that direction.
In any case - Best of luck!