While inbound marketing is being used effectively across all fields and sectors, there’s one industry in particular where the gains are especially impressive: healthcare.
Below, we highlight the 5 key reasons why a growing number of healthcare organizations are utilizing inbound marketing to generate quality leads, drive revenues, and take their business to the next level:
Inbound marketing establishes thought leadership.
The problem with most conventional (interrupt) marketing is that it takes a “style first, substance later” approach – and frankly, there’s no other option. With such limited time and space to get a message across, it’s impossible to establish thought leadership.
However, inbound marketing is fundamentally designed to established thought leadership through different kinds of content: blog posts, reports, ebooks, articles, Infographics, videos, and so on. The accumulative effective of this content allows organizations to emphasize their competence and expertise – which is everything in the healthcare industry.
Inbound marketing isn’t about selling.
A great deal of so-called marketing – including online marketing – in both the healthcare industry and elsewhere is little more than a sales pitch (and sometimes an outright sales pitch). While this is a turn-off in many industries, it’s particularly offensive in the healthcare industry, because the idea isn’t to “sell stuff” – it’s to build relationships, establish value, and then ultimately enter into a partnership. This is true whether an organization is selling medical technology, consulting or other professional services, laboratory equipment, and the list goes on.
Inbound marketing is categorically and definitively not about selling, which is why inbound marketing-related content is so well received in the healthcare industry. Instead of coming across like as tacky or aggressive, content informs and influences prospects (whether individuals or more often businesses), and ushers them forward into a partnership.
Inbound marketing campaigns can be tracked and analyzed.
When reflecting on their marketing experience, one of the biggest – and certainly the most legitimate – complaints that many healthcare organizations have, is that their investment failed to deliver ROI. In fact, many executives have told us in confidence that they don’t even know where their investment went, because the contracts they signed were so fuzzy and vague, and referred to all kinds of “monitoring and maintenance” clauses.
In this regard, inbound marketing bears no relation to conventional marketing – because while the latter is virtually impossible to track, the former is designed for tracking and analytics. As such, healthcare organizations that use inbound marketing are getting regular reports telling them how their campaigns are performing, which ebooks, blog posts and web pages are attracting the most traffic, who among their buyer personas is the most engaged, and so on.
All of this insight translates into actionable intelligence to improve existing campaigns, design future campaigns, and achieve the shortest path to sustainable ROI. Inbound marketing is an investment, not an expense.
Inbound marketing can be cost-effectively outsourced.
Last but not least, most healthcare organizations cannot, or do not, want to spend upwards of $200,000 a year (or more) to hire a team of inbound marketing specialists who do nothing but build and manage inbound marketing campaigns.
However, inbound marketing can be very cost-effectively outsourced, and the fact that we have several healthcare organization customers on our roster is ample proof. Our customers are not interested in wasting money; on the contrary, they’re as focused on the bottom-line as we are. They realize that outsourcing their inbound marketing to us is smart, strategic and streamlined.
Learn More
To learn more about reaping the rewards of inbound marketing in your healthcare organization, contact the Leap Clixx team today. We know the best practices that work in healthcare, and just as importantly, we know what doesn’t work. Our expertise is your advantage!
If you’re looking to implement some inbound marketing best practices at your healthcare facility, download our FREE eBook to get some of our favorite tips:
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