Pyxl Webinar: Inbound Marketing for Healthcare
Transcript of Pyxl Webinar: Inbound Marketing for Healthcare
Inbound Marketing for HealthcarePRESENTED BY /
Nicole Denton, Managing DirectorPyxl Scottsdale
Original Pyxl Employee
Client Experience
More About Nicole
Managing Director, Scottsdale
Nicole Denton
Pit Bull Rescuer Hiking EnthusiastDiner Connoisseur
*Business 2 Community
Strategy
Close
Attract
Delight
Why Inbound?
Convert
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Our Agenda.
Why Inbound?
Inbound marketing is about creating and sharing relevant, targeted content online and with a specific
audience. With inbound marketing, you seek to attract qualified prospects with content they actually want to
see, where and when they want to see it.
Quick Review
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Your audience is online.
*Pew Research **Mediabistro
They’re already searching for information.77% of people looking for health in-formation online start with a search engine.*
Over 40% of consumers say information found via social media affects the way they deal with their health.**
They’re all over social media.
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You have the opportunity to meet them where they are.
Provide more than the healthcare services, products or medical devices you’re selling.Create and promote educational content that will interest your target audience.
Target your content to prospects in various stages – they won’t all be ready to make a decision.
Follow the buyer’s journey.
The Strategy.
A successful marketing campaign starts with a well thought-out strategy.
SMART: Specific, measurable, attainable, relevant, time-bound.
Goals: What is your bottom-line business goal?
Current Marketing Initiatives2Web Presense & SEO1 Successes & Pitfalls3
Analyze Your Organization.
Who is doing better than you?
Who ranks above you in organic search?
What are they doing differently?
For which keywords?
Analyze Your Top Competitors.
Create a plan that hits on campaigns as well as ongoing initiatives.
Web Presence & SEO
Premium Content
Social Media
Blogging
Attract Your Ideal Audience.
Create personas, or semi-fictional representations of your target audience groups
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Demographics, goals, pain points, questions, objects, how you can help2
Identifying this will allow you to customize and target your content3
Who is your target audience?
An Example PersonaProvider Peter
Background Healthcare provider specializing in cardiology
Demographics Skews male Age 30-60
Goal Needs a way to better communicate with patients
Pain Point Doesn’t have a lot of time to do research on communication tools
Question “How can an app or web-based program help me?”
Objection It’ll take too much time for me and my office staff to learn.”
An Example PersonaFitness Felicia
Background Consumer who pays attention to her own fitness
Demographics Skews female Age 20+ years old
Goal Wants to find a fitness tracking app that works for her
Pain Point “There are so many apps out there — how do I choose?”
Question “What features should I look for in a fitness app?”
Objection “Why should I pay for a fitness app when there are so many free ones?”
Website: Responsive Design
*ThinkWithGoogle
About 1/3 of patients used tablets or mobile devices daily to research and/or book appointments*
1/3Those who research via mobile device are more likely to book an appointment*
44%
Website: Content
Speak specifically to your target audience
Website: Calls to Action (CTAs)
Smart CTAs – show different content to return visitors2x
“Download the Guide” vs. “Schedule a Demo” or “Schedule an Appointment”
Vs.
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Search Engine Optimization (SEO)
Healthcare is full of highly competitive keywords
Research keywords your audience might be using to search
Aim for long-tail: “Denver hand and wrist specialist” vs. “Hand Surgeon”
Consistently reach your audience to stay top-of-mind
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Publish content daily on platforms like Facebook and Twitter
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Interact with followers – respond to questions and concerns, offer advice
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Social Media
of 18-24 year olds would trust medical information shared by others on social media*
90% 41%of patients said social media would affect their choice of a specific doctor, hospital, or medical facility*
Social Media
*GetReferralMD
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Blogging
Allows you to publish new content often
Contributes to SEO
The more often you blog, the more likely you’ll be found
SEO
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Consider and research your target audience
Search: “recovery for ACL surgery”
Blog post title: “Your Guide to ACL Surgery Recovery”
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Blogging
Convert Them Into Leads.
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Premium Content
White papers, eBooks, guides, videos, case studies, etc.
Further establish your organization as a trustworthy thought leader
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Premium Content
Creates additional touch points with potential patients/customers
Write about topics your audience is intersted in
Prominently position CTAs throughout your siteCTA
Choosing a Maternity Program
What to Expect: ACL Reconstructive Surgery
10 tips for a Healthy Holiday Season
Oral Surgery Preparation Checklist
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Landing Pages
House your premium content on a landing page, gated with a form and corresponding CTA
Collect each contact’s information as they convert
Further segment your list of contacts
Increase nurturing opportunities
Close Them Into Patients/Customers.
Targeted Content
Patients vs. healthcare providers
Speak differently to each target audience group.
Patients ready to schedule an appointment vs. patients who are
just beginning their research.
Likewise, craft content that relates to each stage of the buyer’s journey.
Send emails based on what you know about your contacts
Targeted content comes in here, too
Send to segmented lists
Email Marketing
String of related emails with a specified time range in between
Consider creating different workflows for each lifecycle stage, broken up by persona
Nurturing your prospects down the funnel
Supply helpful content, such as blog excerpts, guides, videos, etc.
Automated Workflows
Delight and Create Brand Evangelists Out of Them.
Create evangelists for your organization, practice, etc.
Stay top-of-mind Email newsletters Helpful, educational content based on their persona Interact on social media
Send occasional surveys
Continued Engagement
Recap
Start with a strategy & goals1 Attract, convert, close, delight3Create a plan to meet those goals2
Any Questions?
Thank You For Joining Us Today!QUESTIONS? CONTACT /
Nicole Denton, Managing Director in Scottsdaleemail | [email protected]
Ready to build your own strategy? Download our example strategy to get started.
pyxl.it/strategy