Inbound marketing can be an excellent tool to help you grow your medical practice. Inbound marketing focuses on educating and nurturing clients through the sales process through dynamic content. Some types of dynamic content that might be used are: Ebooks, blogs, videos, podcasts, whitepapers, social media marketing, and email marketing. Inbound marketing can help you differentiate your practice from those of your competitors.
What is Inbound Marketing?
Inbound marketing might sound a little confusing if you’re not used to marketing terms. Simply put, it means you’re going to share information and news about your medical practice with current and potential patients using the power of the Internet, search engines and several different methods of communicating your availability to your patients.
You need to decide who your audience is and how best to appeal to their medical concerns and needs. Once this is done, you begin creating content that is targeted especially to your patients’ concerns. Once it has been written and tweaked, you publish it. Your work isn’t done – you need to continue to direct your audience to take action.
Key 1: Attract New Patients
You want to create an inbound marketing campaign to reach new patients for your medical practice. Whether you’re a specialist or more of a general practitioner, you know what your patients’ needs are. You can begin writing blog posts to attract new patients to your practice. This is one of the most effective ways of attracting new website visitors. Not only will these blog posts attract visitors to your professional website, they should offer educational opportunities for those seeking answers to their questions.
Blogging can do wonders for your practice. Your blog articles should work to answer questions and educate current and future patients. To ensure that your blogs are showing up in search engine results, your blog’s pages need to be optimized and keywords chosen so people see your site rather than another medical practice’s website.
Key 2: Plan Your Inbound Marketing Campaign
You want your marketing dollars to be used in the most effective way possible. For this to happen, you need to plan your inbound marketing campaign. A great inbound marketing campaign starts with developing buyer personas. Who will you be speaking to? What will your message to them be? Do you know their motivation for visiting your site? Most importantly, can you convert a visitor into a patient?
Once you’ve engaged a potential new patient, your work has only begun. You now need to engage new leads with an email sequence. These emails should offer additional opportunities for your audience to educate themselves more on a specific subject and your practice. Always seek to meet your potential patients at their current place in the decision making process.
Plan ahead of time to create offers that your audience will act on Maybe you want to offer a free medical assessments or a patient-oriented whitepaper. You should be monitoring and tweaking your blog, keywords and analytics so that you can insure your inbound campaign is meeting the mark.
Key 3: Give It Time
Inbound marketing campaigns take time. Your campaign has to have time to grow and spread. If you’re thinking that you’ll see results in a month’s time, remember you’re in the business, not only of treating illnesses, but also of building relationships. Trust takes time to grow, especially when it comes to your patients’ healthcare and their concerns.
New leads will probably interact with your website and blog, asking questions and leaving comments. Make sure you and your staff are connecting with these new leads, responding to questions and concerns, and sending them case studies, whitepapers and links to articles of interest.
Remember, the people who are visiting your website are looking for answers to their questions and want to find a source they can trust. Strive to be that source. Be mindful of the fact that people seek information at different stages in the decision making process, your goal should be to meet them wherever they are. While you might gain some new patients in a short amount of time, others might take longer to take action. Allow your inbound marketing campaign to take flight and watch your practice grow!