Is Inbound Marketing Right for Healthcare?

As the healthcare industry becomes increasingly digital, healthcare marketing needs to follow suit. The days of traditional marketing are a thing of the past – the digital wave has ushered in the newer concept of inbound marketing. Today, with all of the information available at your fingertips, once you have a strategy in place, you can reach your ideal audience with content that they want to see, when they want to see it.

According to HubSpot’s State of Inbound report this year, the number of marketers who say they are practicing inbound marketing has risen from 60% in 2013 to 85% in 2014. However, DM News recently reported that 46% of executives interviewed cited “lack of an effective strategy” as the reason they were unable to achieve their marketing goals. Successful inbound marketing for healthcare begins with a solid strategy.

Developing a well thought-out inbound marketing strategy will allow you to set your goals and plan campaigns and activities around them. Understandably, many leaders of healthcare organizations are concerned with HIPAA compliance standards and regulations as they relate to marketing. However, this doesn’t have to stop you from executing inbound marketing activities – your strategy phase will allow you to take the time to ensure all compliance standards will be met and maintained.

Your strategy should include clear, attainable goals and key performance indicators (KPIs), on which to base the rest of your strategy and campaigns. In the beginning of your strategy phase, research your competition. Find out what they’re doing and develop a plan to do it better. Next, you’ll want to create specific plans for your digital experience, content marketing, demand generation, lead nurturing and the customer experience. Once your strategy is in place and you’re working on executing it, make sure that you’re measuring its success.

At Pyxl, we take our clients through an extensive inbound marketing strategy phase and have helped them establish successful campaigns in the healthcare industry. Interested in learning more about what your inbound marketing strategy might look like? Check out our sample strategy document and feel free to reach out to us if you’re ready to take the first step in the process!

Updated: Apr 13, 2022