Consumers across the board – from patients, to providers, physicians, and c-level buyers – are spending more time online. So it’s become really important that the health and medical industries address this increasing online presence to become part of the conversation, raise brand awareness and attract more customers.
That’s where inbound marketing comes in – it’s a digital marketing strategy with proven ROI that works for the medical and healthcare industry by using relevant and targeted content.
There are many reasons why inbound marketing works for medical and healthcare. Here are a few of them:
Targeted communication. C-level buyers and executives usually make medical device purchasing decisions once they feel like they know and trust the supplier, which is exactly why inbound works for this industry. As opposed to blindly reaching out, inbound uses targeted communication to engage with your ideal prospects, nurture your leads, and build long-term trust in your company.
Trust-based decision making. When buyers make purchasing decisions about medical equipment, they’re not only looking for immediate value but also for products and suppliers that they can trust in the long haul. By using relevant content that gives them the information they’re looking for, inbound marketing attracts buyers and helps them make decisions on their own terms.
Long-term relationships. In the medical and healthcare industry, making a sale with a provider is just the beginning of the story. Once a contract is signed it takes time to build and nurture a long-term relationship. This is aligned with the main goal of inbound marketing, which is to develop ongoing relationships with your prospects and customers.
Thought leadership and industry expertise. A Pew research survey found that 1 in 3 adults look up their possible medical condition, and that 72% of internet users research health information online. With such an informed consumer population that’s more empowered than ever, the healthcare industry is well-positioned to attract prospects simply by using their content to educate.
The reality is that consumers are seeking trustworthy information based on medical expertise. And by using inbound to create content pieces such as blogs, ebooks, and white papers on health and medical related topics, you can become a go-to resource for industry knowledge and thought leadership for patients and buyers.
Define your ideal buyer personas and understand their journey so that you know who you want to reach, and how, when, and where you need to interact with them.+
Build a strategy to attract the right people to your website, convert them into potential prospects, and then nurture them so they become sales-qualified leads, customers, and eventually promoters of your brand.+