Inbound marketing for healthcare providers is a new frontier. Let us help navigate your success.
What is inbound marketing?
It’s a process of using your website to attract the people who need your services, provide content that helps them improve their condition or make better healthcare decisions, then converts them to patients or customers.
Is this a sales program?
No. We believe that healthcare is a relationship, not a sell. Inbound marketing allows providers to create relationships with referral sources, potential patients, and caregivers by providing tools and information that help them find better treatment options. Traditional healthcare marketing that relies on advertising is selling—trying to convince an audience to trust you to provide their care. Inbound marketing, on the other hand, creates online conversations that duplicate what the provider would be saying in person, if given the opportunity. Indeed, the providers who have the most success with inbound marketing are those who want to help people make better healthcare decisions by providing them with evidence-based, comprehensive information.
Does this violate HIPAA laws?
No, HIPAA covers confidential patient information obtained through patient care encounters. Inbound marketing allows a person to opt in to receiving marketing information based on topics they select. Even after these website visitors become patients, you can continue to contact them via your website as long as they have opted in to receiving information and that you never utilize confidential patient information or merge it with your marketing database.
Wouldn’t it be faster and cheaper to use online advertising?
Online advertising can be a part of your inbound marketing program to attract the target audience to your website. However, as you build organic search results, you will be able to reduce your advertising expenses. At the same time, as you develop content, you are developing assets that belong to you permanently and continue to generate patient volume as long as you use these assets.
What about traditional advertising?
Like online advertising, traditional advertising, such as print, TV, or radio, can be used as part of your inbound marketing to attract the target audience to your website. It also can be used to create overall brand awareness. We are reluctant, however, to spend your marketing budget on this tactic as it is expensive. Also, we believe healthcare is a relationship, not a sell. Advertising tends to feel like a sales tactic unless the message is carefully crafted as part of your overall inbound strategy.
Can you measure ROI for inbound marketing?
Yes! Using Hubspot technology combined with your patient database or CRM system, we can identify the actual number of patients who have set up appointments following interaction on your website.
What are the results?
Results differ depending on several variables:
Type of service being marketed
Overall size of market
Investment in content creation
Practice (or service) capacity
Responsiveness of practice to inbound inquiries
We will work with you to identify the services most likely to convert the greatest number of patients. For examples, please see our case studies.
How much does this cost?
We align your inbound marketing budget with your expected volume growth and incremental revenues generated by that growth. Typically, our clients spend 50-80 percent of incremental revenues on marketing. In other words, if each additional patient generates $1,000 in incremental revenues, you should consider spending $500-$800 per expected patient on your inbound marketing program.