silvertech.com | 603.669.6600 | @silvertech inbound marketing for healthcare creating marketing...
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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)
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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 [email protected]
603-669-6600
@chadcampbell119
Thank you!