In this blog, you’ll learn all about:
- 1. Why the medical marketing efforts you do now aren’t working.
- 2. The important difference in approaches to medical marketing today
- 3. How to measure the effectiveness of inbound medical marketing
- 4. Tips to help you get started
In the medical and healthcare space, the hectic and fast-paced environment forces many to throw their marketing budgets at commercials and billboards in an effort to ensure they are “playing the game” when it comes to marketing. I mean everyone else is doing it, so it must be what works, right?
After investing thousands of dollars into these outbound marketing initiatives, how do you know if they’re providing a true ROI for your medical business? Do you think people really buy your medical device or service because they saw a billboard? And even if they did, would they even remember or mention it to you that they saw it? The difficult truth is, they probably won’t, and you probably aren’t yielding much return out of that billboard other than maybe some local name recognition. But despite all that, you continue to do it year-after-year because it’s “what we’ve always done when it comes to marketing.”
However, those days are ending. Leading medical and healthcare companies are telling us they don’t have time or money to waste on lackluster marketing efforts anymore, the space is just too competitive, they want something they can track and adjust for measurable ROI. They need something that truly generates leads they can nurture and work towards a purchase.
The good news is, many leading medical companies have found there’s a way out of this vicious, untracked marketing cycle, and It starts with taking your efforts from outbound to inbound and managing it all online.
“What’s the Difference in Marketing Approaches?”
Outbound marketing is that stuff you’ve been doing, TV commercial spots (who watches those anymore, anyway? Thank goodness for DVR!), billboard ads, (Who actually buy something based on seeing one of those?) and cold calls (When was the last time you answered one of those?) Inbound marketing is an online marketing process that leverages your online presence to drive potential customers to you through your website, content, online videos, email marketing, and targeted social media communities.
“But what if I have a product a lot of people need, but they don’t want to talk or search about online?”
Don’t worry, they’re still out there searching online for something. For example, let’s say you sell a product that helps women who are going through menopause. Typically, women aren’t running to their social media sites to talk about when they go through this part of life. However, those women are likely talking, sharing, and engaging with online information about how to deal with becoming an empty nester. Who’s to say you shouldn’t be the one providing them with resources and information about that topic? It is your customer base after all, and you care about them. After they engage with your information and helpful resources, you then become a trusted resource to them. If you implement the right inbound marketing strategies within these helpful resources, you’ll find they are then interested in what you do and how you might be able to help them even more with that frustrating menopause process they are also going through.
“Okay, but what does it take to get this going?”
Here are the ways you can get started today:
- 1. Buy HubSpot. HubSpot is the key element to any measurable marketing efforts. It’s a marketing automation software that brings together your online marketing and sales efforts and reports on it for effectiveness. Your website traffic, social media, campaigns, new contacts, email marketing, new customers, content and so much more can be housed in one convenient location so you can manipulate it different ways to create more leads and close new business. What’s working will be clear to see with the heavy analytics and reporting tools it provides. To give you perspective, everything you are looking at now on our ManoByte website as well as the path you took that got you here, was built and is tracked on HubSpot. From the keywords you searched, (if you are coming from something other than a search engine, that’s being tracked, too) to how long you are spending on the page reading this article, we are tracking it in HubSpot.
- 2. Define your goals and marketing strategies: Hoping to get 10 new customers a month? What do you think it will take to get those? How many emails need to be sent, how many videos will someone need to view? How many content elements will they need to read to get them there? Defining these goals will give you something to shape and track all your efforts around. If you don’t know, define something to start with, then readjust your goals as time goes on and the data provides you with more buyer insights.
- 3. Actually use the reporting tools. If you make a big purchase like HubSpot, you need to actually learn how to use it. The reporting analytics are endless, from campaigns to website traffic analytics to email performance results, there are so many reports it can seem overwhelming at first glance. Thankfully, the HubSpot Academy provides training for all of their customers on how to use each and every aspect of the product. It just takes time to learn it all.
- 4. When in doubt, get an agency to help. Yep, that’s where we come in. We are an inbound medical marketing agency, and we leverage HubSpot for medical and healthcare businesses just like yours each and every day. Partnering with us is kinda like having a marketing department, but without the payroll of actually hiring one in-house. We are a Platinum level HubSpot Partner, so we know everything there is to know about the platform and how you can use it to measure medical marketing effectiveness. (Reviews from our customers can be found on our HubSpot partner directory page right here.)
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