As every health services professional knows – whether they offer medical treatments, dental solutions, alternative or complimentary health services, and the list goes on – the healthcare landscape has dramatically changed in the last few years.
Gone are the days when word-of-mouth and Yellow Pages advertising were enough to keep patient rosters flush and waiting rooms full. Today’s practices and clinics need to proactively connect with prospective patients, and build a strong relationship that fully leverages the web, social media, email and apps. And that’s where inbound marketing enters the picture.
Inbound marketing isn’t just the best way for organizations in the health services field to remain successful and profitable – frankly speaking, it’s the only way they can cost-effectively and strategically differentiate themselves, and avoid losing prospective and current patients to the competition.
Here are the 3 key reasons why inbound marketing is healthy for health services:
1. Patients are online – and health services organizations have to be, too.
As noted by the Pew Internet Research Center, 72 percent of adult internet users in the U.S. seek health information online -- and this includes researching prospective practices and clinics. It’s not enough for health services organizations to simply have a website (although the vast majority of such websites are in dire need of upgrading and, in some cases, a complete overhaul!). They also need inbound marketing to reach prospective patients and get on their radar screen, so that they’re top-of-mind when it comes to start a conversation.
2. Patients want to be educated – and inbound marketing targets that need.
While all consumers these days want to be informed, health consumers in particular want to be educated on everything from what to look for in a healthcare provider, to steps they should take to live healthier, happier lives. Inbound marketing perfectly positions health services organizations to provide this education (through ebooks, articles, newsletters, blog posts, infographics, videos, and so on).
3. Inbound marketing ISN’T selling!
Many professionals in the health services field are reluctant to explore (let alone embrace) any kind of marketing, because they don’t want to “sell” to their services in what they worry might come across as a “tacky” or unprofessional way.
However, inbound marketing ISN’T about selling. It’s not an ad or informercial, and there’s no aggressive sales pitch. Rather, as mentioned above, inbound marketing is about sharing useful, relevant content to prospective patients. Ultimately, it’s up these patients to decide if they want to reach out and start a conversation. There’s no poking, pushing or prodding.
Remember: it’s called inbound marketing and not inbound selling. Yes, selling happens. But not because prospective patients are “sold” anything. It’s because they feel safe and smart about starting a relationship.
Learn More
At Leap Clixx, we have in-depth experience helping health services organizations leverage the benefits and advantages of inbound marketing. Unlike some other firms, we fully understand the unique nuances that make relationship-building in the health services field different from other industries and sectors. We know what works -- and we know what doesn’t!
To learn more, contact the Leap Clixx team today. Your consultation with us is free.
For more information about inbound marketing and how it could help your company, download our FREE eBook:
Topics: Inbound Marketing
