It can be frustrating for your ophthalmology practice when your marketing efforts don’t reach patients. Without reaching new patients or your current patients, you won’t be able to grow your Brand. But it’s not too late for your practice to adopt a new marketing methodology.
If you’ve ever considered implementing inbound marketing, but haven’t committed to transitioning away from traditional marketing, these three facts may give you the motivation to make the switch.
Traditional Marketing is Being Ignored
It’s a fact: your patients are ignoring traditional advertisements. Think about the last time you carefully read a direct mail advertisement. Now think about the last time you looked at your phone or computer. Most likely you check the internet more frequently than you read “junk” mail, and the same is true for the patients your Brand is targeting.
Now more than ever, your ophthalmology practice needs to stand out amongst the constant marketing noise and clutter that patients are exposed to.
Traditional marketing methods like radio and magazine advertisements are easy for patients to tune out, and actually end up costing your practice much more than inbound marketing methods. In fact, generating leads for your practice with inbound marketing costs 61% less than traditional marketing. This fact proves that inbound marketing is the key to increasing ROI for your ophthalmology Brand. Why should your practice be spending more and getting less?
Patients Are Online
Since we’ve already established that patients frequently use the internet, this should come as no surprise: your practice needs to be using the internet too.
It’s important for your Brand to understand your target – who they are, what they like and where they go for information. Inbound marketing capitalizes on this idea by using patient personas. Developing patient personas for your Brand helps you know the best methods of reaching them.
Furthermore, understanding the patients your ophthalmology practice is trying to attract can help increase your ROI by presenting the right patients, with the right content, at the right time.
For instance, you may discover that the patients you’re trying to reach use Twitter as their primary social media platform, so it would make sense for your Brand to be using Twitter as well.
But inbound marketing doesn’t only cover social media and online advertising, it also encompasses your emails, website strategy and Search Engine Optimization (SEO) techniques. Since patients are already searching asking questions online, your Brand needs to be there providing them with answers.
You want to increase patient retention and adoption
The ophthalmology industry's main pillar of strength is customer service. Happy patients will become loyal to your Brand – returning to your practice and recommending it to their friends. Inbound marketing helps your practice do that by building and nurturing relationships with both your current patients and prospective patients.
There’s often an element of importance, complexity and risk involved with healthcare decisions. Patients want to be able to trust your practice. Therefore, you want to be a thought leader in the industry. Inbound marketing helps your Brand do this by building an abundant library of thought leadership content including blog posts, eBooks and more.
Even though these facts prove that inbound marketing is a good investment, it can be a lot of work to implement and maintain. But that’s where having an inbound marketing agency comes in handy. At Hult Marketing, we develop an integrated marketing plan specific to your Brand’s unique needs and goals.
To do that, we start with a Brand discovery process to unearth your ophthalmology practice’s unique value propositions. From there we create an individualized plan to grow your practice by nurturing patients with inbound-centric content.
Inbound marketing is easy when you have the right partner, and we want to share our knowledge and resources to help your ophthalmology Brand grow and achieve great success. To build a successful inbound marketing campaign you’ll need the right tools, so we’ve put together helpful resources to help ophthalmology Brands such as yours. Get the inbound marketing knowledge you need in our free eBook, Tools of the trade: 7 Fundamentals of an Effective Inbound Marketing Campaign.
Inbound marketing is the key to practice growth. Let's chat so we can put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can grow your ophthalmology Brand by integrating inbound methodologies into your current marketing strategy.