Healthcare Brand Growth Blog


 September 14, 2017

How to Plan an Inbound Marketing Campaign for Your Healthcare Brand

Plan an inbound marketing campaign for your healthcare BrandAre you looking for ways to freshen up your healthcare marketing strategy? Perhaps you’ve heard about inbound marketing and how it can help grow your healthcare Brand, but you’re not sure where to begin. If this sounds like you, then you’re in the right place.

To help you navigate the basics of an inbound marketing campaign, the following four steps will give you a firm foundation in planning and implementing inbound marketing methodologies for your healthcare practice.

1. Strategize and Research

Before plunging into any new marketing strategy for your healthcare Brand, researching and planning is an extremely important step. This step isn’t unique to inbound marketing, but there are two fundamental elements that differ from traditional marketing: personas and keywords.

Personas

Since the core of your inbound marketing strategy should revolve around your practice’s current and potential patients, developing patient personas is vital. In fact, your healthcare Brand needs to create your patient personas before even setting goals for your inbound marketing campaign. Instead of targeting patients based on generic audience descriptions as in traditional marketing, inbound marketing flourishes when supplied with detailed information about your patients.

Keywords

Inbound marketing employs several forms of owned media including your healthcare website, email, blog and downloadable content. Your healthcare Brand needs to optimize that content so patients can easily find your practice and your content. To do this, your healthcare Brand needs to know the keywords and phrases patients use in their online research. Keyword research helps your practice gain insights into what your patients want, and the data is useful throughout the entire inbound process.

2. Create SMART Goals

Once you’ve researched the base of your campaign, it’s time to formulate your practice’s goals. To ensure that your healthcare practice can easily measure the success of your inbound marketing campaign, it’s important for your goals to be SMART.

  • Specific – define and explain each of your goals in clear detail.
  • Measurable – use percentages or other specific reference points as part of your goal. These guidelines will help prove the ROI of your inbound marketing campaign, and let you know when the goal is accomplished.
  • Attainable – challenge yourself and your healthcare Brand with your goals, but set reasonable expectations as to what your Brand can accomplish within the limitations you have like your budget.
  • Relevant – make sure your campaign goals reflect your overall Brand strategy, practice goals and correspond to a stage in the marketing funnel.
  • Timely – remember to always include a timeframe with your goal.

3. Execute Your Plan

Next, you’re ready to begin enacting your new, healthcare marketing campaign. Inbound marketing relies heavily on content to attract new patients and nurture leads. Strong content to utilize in your inbound strategy include emails, informational whitepapers and an active healthcare blog. This is another step where the keywords and phrases you previously researched come into play.

Create an outline of your overall content strategy, tying each piece of content back to your SMART goals and the patient journey. To give you an idea of which types of content work best in each stage of the healthcare marketing funnel, HubSpot provides this helpful diagram pictured below.

Inbound Methodology HubSpot

4. Continuously Adapt

But wait – you’re not done yet. To truly embrace inbound methodologies into your marketing strategy, you must frequently revisit your marketing plan and specific elements within. Whether you’re updating old content or adapting your strategy based on new data, your inbound marketing strategy should be constantly evolving.

You can find more information on building a powerful, inbound marketing campaign for your healthcare Brand in our free eBook, Tools of The Trade: 7 Fundamentals of an Effective Inbound Marketing Campaign.

Remember that to see the results of inbound marketing, it’s going to take a bit of time. Don’t abandon ship if your healthcare Brand doesn’t see the ROI you anticipated in the first week, month or even quarter.

Our team at Hult Marketing specializes in integrating inbound marketing methodologies into your current healthcare marketing strategy. We assess your healthcare practice’s unique needs and develop a personalized strategy to grow your Brand with proven, inbound methodologies.

Integrate your current strategies with inbound marketing methodologies to increase patient volume for your healthcare practice. Let's chat and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or jflynn@hultmarketing.com, and together, we can grow your healthcare Brand. 

Download Inbound Marketing Necessities for a Revenue-Generating Website