silvertech.com | 603.669.6600 | @silvertech inbound marketing for healthcare creating marketing...

silvertech.com | 603.669.6600 | @silvertech

INBOUND MARKETING FOR HEALTHCARECREATING MARKETING PEOPLE ACTUALLY WANT

silvertech.com | 603.669.6600 | @silvertech

What is inbound marketing?

Hint: You’re probably already sort of doing it.

silvertech.com | 603.669.6600 | @silvertech

silvertech.com | 603.669.6600 | @silvertech

…then do it all again

…by helping, not interrupting

attract convert close delight

Inbound Marketing is a methodology:

silvertech.com | 603.669.6600 | @silvertech

The Healthcare Inbound Marketing Recipe

silvertech.com | 603.669.6600 | @silvertech

inbound

Inbound recipes for healthcare

Shake up your healthcare marketing with these tips!

silvertech.com | 603.669.6600 | @silvertech

“Easy” Inbound Marketing Recipe

1 “writer,” curator, or overall content owner

1 website with ability to edit/add content

1 to 4+ distribution channels

1 scheduling tool (not req.)

3 high-level personas (to start)

--------------------------------

Create, curate and combine for 20 hours per week for 6-8 mos.

Check frequently for success, adding content regularly.

Adjust content and outreach based on feedback

silvertech.com | 603.669.6600 | @silvertech

Healthcare Inbound Process

Increase (or capitalize on) traffic:• Marketing• eNewsletter• Direct Mail Newsletter• Social Media• Organic Search• Search Marketing• Referral / Links• Top of Mind Ads• Landing Pages• Events

attract

silvertech.com | 603.669.6600 | @silvertech

silvertech.com | 603.669.6600 | @silvertech

Healthcare Inbound Process

Convert Visitors to Leads:• Forms• Landing Pages• Progressive Profiling• Offers• Surveys• Coupons• Events / Registrations• Call Prompts• Text Alerts• ER Wait Times• Social Media Information• Self Assessments

convert

silvertech.com | 603.669.6600 | @silvertech

Healthcare Inbound Process

Convert Leads to New Patients:• More Forms• Find a Provider• Events / Registrations• Procedure Registration• Online Scheduling• Call Prompts• Text Alerts• ER Wait Times• Social Media Information• Live Chat / Referral Service

close

silvertech.com | 603.669.6600 | @silvertech

Healthcare Inbound Process

Build Loyalty by Delighting:• Access to Information / Services• Rewards• Online Portals• Recognition• Convenience Offers• Relevant Information• Efficiency• Invitations• Online Services• Deliver What You’ve Learned Patients Want*

delight

*Healthcare is one of the trickiest industries to ensure offers align with compliance, but it’s also one of the easiest areas to “delight” by helping patients navigate confusing situations, communication challenges, processes and rules.

silvertech.com | 603.669.6600 | @silvertech

Why Inbound?

• Effective• Cost• Better Patient Experience• Provides Definitive, Actionable Results• Involves Input From all Departments• Integrates With Current Marketing• Lets you Do Something with Data• Efficiency and Automation

silvertech.com | 603.669.6600 | @silvertech

Challenges & Solutions

• PHI• The Social Media Great Divide• Blog is a Scary Word• Time Investment and Effort• Who Manages the Website? Content? • Technology Requirements• My To-Do List is Already Terrifying

silvertech.com | 603.669.6600 | @silvertech

How to Get Started

• New Mover Campaign Trial– Make a good first impression with Inbound– You already have an important piece of

demographic, actionable data

• Keyword Research– Google Analytics and SEM Trials– Free tools

• Rethink Patient Personas

silvertech.com | 603.669.6600 | @silvertech

Questions and Feedback

Chad CampbellChad.Campbell@silvertech.com

603-669-6600

@chadcampbell119

Thank you!