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Amy Post
by Amy Post
on September 6, 2017

Why use Inbound for Medical Marketing? (The quick breakdown)

  1. 1. It provides data you can use to close medical sales faster.
  2. 2. It automates your processes, creating more time to focus on business growth and strategies.
  3. 3. Combined with HubSpot, all medical marketing and sales efforts can be tracked and leveraged more effectively.
  4. 4. It's more effective than traditional medical sales efforts like cold calling and buying lead lists.

Now, for all the details:

The medical industry can be crazy and downright confusing, right?! It's no secret that medical marketing professionals who are trying to cut through all the medical noise face some significant challenges like increased competition, regulations, and massively busy appointment and practice schedules. But, there just has to be a way to squeeze in there to showcase your products and services that you know can help to streamline processes, improve medical efficiencies, and provide better patient care. If only they would just take a minute to hear what you have to say!

I have some good news, these busy medical professionals WILL listen to you, but you have to be strategic in the way you get in front of them. That strategy lies in the powerful combination of HubSpot and inbound marketing.

"First things first, what is HubSpot and what is inbound?"

Inbound Marketing is the process that brings new prospects to you online through the publishing and promotion of content that meets the needs of your buyer persona. It works by attracting visitors to your website, converting those visitors into leads, closing them into your customers, and delighting them so they continue to do business with you and refer you to their friends.

 

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HubSpot is the marketing automation software or "engine" that supports all the inbound marketing and sales efforts. The tool allows you to manage elements you need to support your goals and campaigns like landing pages, calls-to-action buttons, forms, instant chat windows, email workflows, and much more. It also tracks everything so you can view how each element is performing so you can make adjustments and tweaks to it over time. Doing so helps you test and monitor the effectiveness of your medical marketing efforts.

Guess what? We have an entire eBook to help you understand HubSpot. You can get it here.

"How does it work for the medical industry specifically?"

In a study by Epocrates, 86% of clinicians use smartphones during their daily activities at work. On top of that, 53% of medical professionals are using tablets. That's a whole lot of eyes that could be seeing YOUR product or service. How you get them there starts with an optimized website that's built on HubSpot and leveraged with a strong inbound marketing and content strategy. Physicians leverage online tools to help patients with things like procedures, resources, medications, and more, so since you know a lot about something that can help them, there's no reason you shouldn't be part of that process! With a website that helps educate and support these professionals, you are taking the first step toward effectively marketing to them. For example, let's say you are selling a new dental tool that can help reduce pain during dental cleanings, a blog post you publish titled, "Tips and Tools to Happier Dental Appointments" could be just what you need to capture some dentist attention.

Keep in mind that website optimization isn't just something you "should do", but it's really something you "have to do". Google and other search engines don't like when websites aren't optimized for mobile, if you are missing this functionality it will cause a negative SEO hit against you. Meaning you'll rank lower in the search results where you used to hold a high spot simply because your site doesn't play well on mobile. Trust us when we say you DON'T want to be stuck in this type of situation. 

"After the website, what do I do next?"

First things first, develop your buyer personas.  

Buyer personas are the descriptions of your ideal customer. Here's an example of one for the medical industry. They tell the story and give a name to your ideal customer. These are fictional characters, but they are based on the medical target you are always marketing to. Keep in mind, you may have more than one buyer persona. Here at ManoByte, we have four personas. Everything we do in our marketing efforts is catered to one of those four fictional people (Hey there, Medical Marketing Mark! Welcome back!) Defining who your ideal buyer is allows you to stop wasting time on marketing efforts that won't work for those buyers. Personas tell the story of interests, work habits, platform usage and common problems or struggles that person may face. 

The next steps are where the fun starts. You get to develop your inbound marketing strategy, then watch the results come in through HubSpot. Here are some tips to get you started:

  • Define SMART Goals: This stands for, "Specific, Measurable, Agreed Upon, Realistic and Time-Based." Clearly defining what it is you're trying to accomplish (new leads, increased web traffic, etc.) keeps you laser-focused on what needs to happen to get you there.
  • Create Content That Supports Your Goals: Healthcare companies must continue to develop new and updated content that helps to educate as well as capture lead information. Blog posts, social media, eBooks, videos, and webinars are all forms of content you can utilize to connect with medical professionals. They use all the same search engines and social media sites that you do to get information. The content works to improve search engine ranking and increase your traffic. You can also nurture leads through the buyers journey so they ultimately invite you in for a meeting. (Keep in mind, you also need CTAs, forms, and Landing Pages to do this effectively. For more detail, here's a free webinar with MUCH more about implementing an inbound strategy.)
  • Measure and Adjust in HubSpot: If your site is built on HubSpot and you are managing all your content development efforts there, you have a wealth of information and reporting right at your fingertips. Group campaigns to measure each of your SMART goals, then adjust and tweak them depending on how they are performing.
  • Utilize the CRM Product: Imagine if you knew right when the key physician opened one of your lead nurturing emails about that dental cleaning tool we talked about earlier? What if you could also see what pages they visit on your website after they clicked-through it? All of this is possible when you partner HubSpot marketing automation with the CRM product. Every action a potential customer takes you can see and cater to.

Getting More Help and Resources

I realize I crammed a lot of medical marketing information in just a short blog post here, but the good news is we have a TON of information and resources that can help you get started. (I've also linked to a ton of it throughout this post) Additionally, if this still sounds like too much, you can always work with us, we'd love to be your medical inbound marketing agency. We've been doing it successfully for many other medical and healthcare businesses and we would be happy to do it for yours, too. Click here to get in touch. Or, download that webinar I was talking about earlier by clicking the button below. It'll give you everything you need to know to get started with inbound medical marketing leveraged by HubSpot. 

 

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