Inbound marketing can be a serious weapon for healthcare companies looking to attract leads and convert them into customers.
Whether you’re working in health care software, staffing, medical supply or medical technologies, you want (and deserve) to know that your marketing investment will bring a return of qualified leads. There is no methodology more effective at helping you do this than inbound marketing.
Why is inbound marketing so valuable for health care-related industries? It’s simple: your customer base is one that is seeking answers from a trustworthy source.
Whether it’s the hospital on the hunt for a great EMR software provider, a physician searching for a staffing company to beef up his team, or the consumer looking for information on medical supplies, you have the opportunity to become a thought leader in your industry. It is through that thought leadership and valuable content that you can attract and impress qualified leads—the cornerstone of inbound marketing.
Here are 4 fundamentals of inbound marketing for health care:
Develop Detailed Buyer Personas
Buyer personas are equally important for both your sales and marketing departments because they allow each department to get a clear picture of the person they’re targeting in their efforts.
This is especially important when marketing to professionals in the health care industry because their needs and the questions they pose are so specific.
As you are building your buyer personas, it’s important to determine a few defining characteristics of your target audience:
- Determine Their Personal Demographics: How old is the person or persons you are targeting? Are they married? What is their average annual household income?
- Determine The Specifics of Their Role in the Healthcare Industry: Are you targeting physicians in a small practice or large hospital setting? Are you targeting people in healthcare roles or administrative roles within the healthcare company?
- Determine the Tools They Use in Their Job: Are they technologically savvy and connected? How and where will they find your content?
- Determine Their Challenges and Pain-Points: What is their biggest challenge? How can your product or service help them ease those pain points and address those challenges?
- Determine Their Position in the Buyer Journey: Is your buyer persona someone who is ready to make a purchase? Are they still prospecting and not read to make a decision?
Once you’ve fleshed out your buyer personas, you can move forward to the next step: creating content that appeals to them.
Create Targeted Content
Once you have your buyer personas in place, you must create content that will appeal to those personas.
Based on your buyers’ position in the purchasing journey, you need to decide what breed of information you will provide for them.
What types of content can you deliver to your target audience, based on their specific characteristics?
- Information on the health care-related problems your product or service can fix
- Comparisons between your company and its competitors, highlighting the ways that your products or services are different
- Informational videos or blogs that express your unique expertise in the industry
- Adapt your content for the formats physicians and healthcare administrators are using: recent information shows that health care providers, representatives and administrators rely on Smartphones and specifically tablets for online research, accessing health care apps and portals, and for communication with colleagues.
You can’t forget: it’s important when targeting people in health care to establish your company as an authority in the industry. If you don’t, you won’t appeal to them as an industry insider who understands their struggles and expectations.
In order to reap the benefits of the inbound marketing methodology, you have to generate leads with high-quality, highly-targeted and valuable content.
When you generate leads, you have the ability to continue communicating with health care professionals who have expressed any level of interest in your product or service.
Lead generation is one of the most important elemental differences between inbound and outbound marketing; instead of bombarding and interrupting an unsuspecting person with a pitch for your company, you’re providing valuable information and compelling a potential customer to provide you with their email address to further the interaction.
Lead generation for health care companies can be tricky because of the nuances of the industry; you have to maintain a sense of your buyer persona and where they stand in the buying cycle, throughout the content creation process.
Here some types of content that can help you get started bringing in those valuable health care leads you’re after:
- Robust blogs
- Video tutorials displaying the ease-of-use of your software, medical device or tools
- Calls-to-Action, Landing Pages and Thank You Pages: These elements should be the core of any content you produce. A blog without a CTA is nearly useless for your company. If your goal is to generate valuable health care leads, you have to provide them with a clear path towards conversion. A great landing page can be the difference between capturing a lead and letting it slip away to your competitors. A strong thank you page is the first step towards nurturing the valuable lead you’ve just captured.
As you can see, each of these elements works together to create an intuitive and natural conversion path for your healthcare leads.
Automated email workflows are another important part of the inbound marketing methodology. Once you’ve captured those valuable health care leads, via your awesome content, you can’t just let them sit in your email list with no reason or prompt to further engage with your brand.
You have to have a plan for nurturing them further along in the buying cycle.
Because the buying cycle for health care providers or administrators is typically longer than other industries, making a great workflow for your health care leads is especially important.
It’s vital to equip your sales team with the tools they need to effectively communicate and engage your healthcare leads, after their initial conversion but before they’re ready to buy.
How do you determine what types of email content to include at different points in your workflow?
- Go back to your buyer personas. Re-familiarize yourself with each element.
- Include clear, actionable options for your lead to engage with when they view your content
- Offer a free tutorial, a free trial of your software or a free in-person consultation on how to use your medical device or equipment. Provide your leads with something that is nuanced and appeals to them specifically.
- Maintain a tone of authority and expertise. You want to maintain your status as trusted provider of well-founded information. In fact, you want to build that perception of your company as your lead travels from the discovery phase to conversion and eventually buying. I
It’s important that you study and know the stages of the buying cycle, so you can cater your emails to the leads in those stages. Then you can begin successfully converting your healthcare leads into customers.
Still have questions about health care lead generation? Not to worry.
We've developed step-by-step guide that details the steps towards creating a successful health care lead generation campaign. Simply click below to get started.