Voice of your customer is exactly what it sounds like.

It’s how your customers feel about your product. It’s how they talk about it, from the phrases they use to how they desire it. Maybe your customers want your product to have more time, money, or health.

The question becomes- why doesn’t every brand in the world use the voice of the customer?

The short answer? It takes work.

You have to spend hours deciphering reviews, demo calls, surveys, and everything that screams “listen to me because I’m your customer!”.

Let’s unpack it a bit more.

Fake Healthcare Example: Hobbit Health

Let’s look at Hobbit Health as an example of how we can better listen to the customer.

What they do on the B2C side:

• They Offer a Remote Care Team (B2C)
  Get access to licensed physical therapists and certified health coaches via app messaging, calls, or video when you’ve had a long day talking to Gollum.
• AI & Computer Vision
  The app uses your phone’s camera to analyze your form and posture (especially if you are Gollum or a Hobbit), providing corrective guidance via AI (pretty cool).

What they do on the B2B side:

• Work with employees and dependents (think Hobbits from the Shire)
  Offered through employers and health plans
• Clinical Audience (this really helped Frodo after his trip from Mordor)
  Anyone suffering from MSK issues (back, knee, hip, shoulder, neck, pelvic floor) and preparing for surgery.

How to Find the Voice of Your Customer:

Research and discovery are always the initial process of any copywriting process.

It forces us to ask the right questions:

• How did they feel before the pain? How did they describe that pain?
• How does the audience describe the desired outcome?
• What doubts or objections does our audience have?
• What “aha” moments are there?

But it always comes down to two of my favorite questions (h/t to Joanna Wiebe)

1. What do you need to say?
2. How do you say it?

You may have something you want to say to your audience. Your audience may even want it. But it’s also how you present it.

Just because you say it doesn’t mean your audience wants it.

Phrasing is everything. Strategy is everything. That’s why the voice of your customer is so, so important.

How to Find the Voice of Customer Data In Your Healthcare Company

Data can be an overwhelming word, especially when you don’t know where to look.

This is how I find the voice of my customer and insights:

• Customer reviews
• Heatmaps
• Social media conversations
• Customer feedback on competitors
• Analyzing surveys
• User testing
• Forums like Reddit or other sites
• Evaluating the customer journey and where they are in the email journey

You don’t stop searching when you find some gold insight. You keep digging until you have a depth of research.

Until you have a clear idea of the stage of awareness and market sophistication.

How to Write Healthcare Emails Around VOC Data

Everything starts with an outline.

You should outline what you want to say and how you’re going to tell it. And then you turn that outline into a rough draft, writing to an audience around their specific needs.

The end goal is to move your audience down the stage of awareness.

If you’re writing a five-email welcome sequence, each email should move the customer down the stage of awareness.

If you’re ever stuck, keep this as a guideline for when you draft emails:

• Keep the subject line around the customer’s frame of mind (and their current problems)
• Lean on stories around your customer that focus on what they want
• Make each story easily move the reader to the offer in your email
• Each sentence should get a “micro-yes” from your customer”

When you write healthcare emails around the voice of the customer, you create more engaging and relevant messages.

Yes, there’s still the issue of staying compliant in your emails. There’s still the issue of writing about complex topics to payors, healthcare c-suite leaders, and clinics who are beyond busy.

That’s why the voice of the customer is more important than ever. Because you’re not just writing something that needs to be said.

You’re learning how to write emails that your customers love.