Inbound marketing has the ability to attract interested website visitors to your practice and strengthen their trust in your healthcare Brand. It’s so much more than just producing valuable content and placing it strategically on your website. In order to capitalize on this opportunity to turn visitors into patients, your practice must understand the different stages of the marketing funnel, and how it affects patients’ decision-making process. Once you’ve mastered this, you start increasing in patient volume.
The marketing funnel is a consumer-focused marketing model that helps demonstrate the patient’s journey from problem recognition to solution. Ultimately, the funnel gives perspective on what questions patients may be facing or the resources they may be using throughout each stage. When building an effective inbound marketing strategy, it’s important to note your patient persona and their stage in the marketing funnel. This will help you craft healthcare content that provides the most value to your patients and their decision-making process.
The marketing funnel comprises three different stages: top of the funnel, middle of the funnel, and bottom of the funnel. Each stage provides valuable insights to understanding your patients’ behaviors.
Stage 1: Top of the Funnel
Top of the funnel = prospective patients who have recently recognized that they have a problem.
These prospects have begun their search for solutions and are focused on gaining as much information about their problem as possible. Whether they are searching online, reading reviews, or consulting their friends and family, patients at the top of the funnel are craving to know and understand more about their condition.
Stage 2: Middle of the Funnel
Middle of the funnel = patients who have narrowed down their search for a solution and are weighing the options they have.
These prospects are interested in understanding more about healthcare organizations and their approach to the solution. At this stage, the patient is focused on content that will bring them one step closer to choosing a solution to their problem.
Stage 3: Bottom of the Funnel
Bottom of the funnel = patients at this stage have shown interest in your practice’s services but have not pulled the trigger and converted to a patient.
These prospects have downloaded an eBook, signed up for a seminar, or scheduled a consultation. They have identified their solution and are in the process of deciding which organization to choose. These patients are interested in your Brand and the value you will inevitably provide to them (something that the practice across town can’t provide).
Creating content specific for each stage of the funnel is the key to a successful inbound marketing program. Delivering the right content to the right audience (at the right time) is how inbound works, and will lead your practice to increasing patient volume.
To learn more about the impact inbound marketing and the marketing funnel can have on your healthcare practice, download our free eBook, Tools of the Trade: 7 Fundamentals to an Effective Inbound Marketing Campaign.
Integrate your current strategies with fresh inbound marketing ROI based ideas to attract more patients to your practice. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your healthcare Brand.