pyxl webinar: inbound marketing for healthcare

Inbound Marketing for HealthcarePRESENTED BY /

Nicole Denton, Managing DirectorPyxl Scottsdale

Original Pyxl Employee

Client Experience

More About Nicole

Managing Director, Scottsdale

Nicole Denton

Pit Bull Rescuer Hiking EnthusiastDiner Connoisseur

*Business 2 Community

Strategy

Close

Attract

Delight

Why Inbound?

Convert

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Our Agenda.

Why Inbound?

Inbound marketing is about creating and sharing relevant, targeted content online and with a specific

audience. With inbound marketing, you seek to attract qualified prospects with content they actually want to

see, where and when they want to see it.

Quick Review

*Business 2 Community

Your audience is online.

*Pew Research **Mediabistro

They’re already searching for information.77% of people looking for health in-formation online start with a search engine.*

Over 40% of consumers say information found via social media affects the way they deal with their health.**

They’re all over social media.

*Business 2 Community

You have the opportunity to meet them where they are.

Provide more than the healthcare services, products or medical devices you’re selling.Create and promote educational content that will interest your target audience.

Target your content to prospects in various stages – they won’t all be ready to make a decision.

Follow the buyer’s journey.

The Strategy.

A successful marketing campaign starts with a well thought-out strategy.

SMART: Specific, measurable, attainable, relevant, time-bound.

Goals: What is your bottom-line business goal?

Current Marketing Initiatives2Web Presense & SEO1 Successes & Pitfalls3

Analyze Your Organization.

Who is doing better than you?

Who ranks above you in organic search?

What are they doing differently?

For which keywords?

Analyze Your Top Competitors.

Create a plan that hits on campaigns as well as ongoing initiatives.

Web Presence & SEO

Email

Premium Content

Social Media

Blogging

Attract Your Ideal Audience.

Create personas, or semi-fictional representations of your target audience groups

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Demographics, goals, pain points, questions, objects, how you can help2

Identifying this will allow you to customize and target your content3

Who is your target audience?

An Example PersonaProvider Peter

Background Healthcare provider specializing in cardiology

Demographics Skews male Age 30-60

Goal Needs a way to better communicate with patients

Pain Point Doesn’t have a lot of time to do research on communication tools

Question “How can an app or web-based program help me?”

Objection It’ll take too much time for me and my office staff to learn.”

An Example PersonaFitness Felicia

Background Consumer who pays attention to her own fitness

Demographics Skews female Age 20+ years old

Goal Wants to find a fitness tracking app that works for her

Pain Point “There are so many apps out there — how do I choose?”

Question “What features should I look for in a fitness app?”

Objection “Why should I pay for a fitness app when there are so many free ones?”

Website: Responsive Design

*ThinkWithGoogle

About 1/3 of patients used tablets or mobile devices daily to research and/or book appointments*

1/3Those who research via mobile device are more likely to book an appointment*

44%

Website: Content

Speak specifically to your target audience

Website: Calls to Action (CTAs)

Smart CTAs – show different content to return visitors2x

“Download the Guide” vs. “Schedule a Demo” or “Schedule an Appointment”

Vs.

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Search Engine Optimization (SEO)

Healthcare is full of highly competitive keywords

Research keywords your audience might be using to search

Aim for long-tail: “Denver hand and wrist specialist” vs. “Hand Surgeon”

Consistently reach your audience to stay top-of-mind

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Publish content daily on platforms like Facebook and Twitter

1 Give your organization a friendly face3

Interact with followers – respond to questions and concerns, offer advice

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Social Media

of 18-24 year olds would trust medical information shared by others on social media*

90% 41%of patients said social media would affect their choice of a specific doctor, hospital, or medical facility*

Social Media

*GetReferralMD

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Blogging

Allows you to publish new content often

Contributes to SEO

The more often you blog, the more likely you’ll be found

SEO

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Consider and research your target audience

Search: “recovery for ACL surgery”

Blog post title: “Your Guide to ACL Surgery Recovery”

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Blogging

Convert Them Into Leads.

*Business 2 Community

Premium Content

White papers, eBooks, guides, videos, case studies, etc.

Further establish your organization as a trustworthy thought leader

*Business 2 Community

Premium Content

Creates additional touch points with potential patients/customers

Write about topics your audience is intersted in

Prominently position CTAs throughout your siteCTA

Choosing a Maternity Program

What to Expect: ACL Reconstructive Surgery

10 tips for a Healthy Holiday Season

Oral Surgery Preparation Checklist

*Business 2 Community

Landing Pages

House your premium content on a landing page, gated with a form and corresponding CTA

Collect each contact’s information as they convert

Further segment your list of contacts

Increase nurturing opportunities

Close Them Into Patients/Customers.

Targeted Content

Patients vs. healthcare providers

Speak differently to each target audience group.

Patients ready to schedule an appointment vs. patients who are

just beginning their research.

Likewise, craft content that relates to each stage of the buyer’s journey.

Send emails based on what you know about your contacts

Targeted content comes in here, too

Send to segmented lists

Email Marketing

String of related emails with a specified time range in between

Consider creating different workflows for each lifecycle stage, broken up by persona

Nurturing your prospects down the funnel

Supply helpful content, such as blog excerpts, guides, videos, etc.

Automated Workflows

Delight and Create Brand Evangelists Out of Them.

Create evangelists for your organization, practice, etc.

Stay top-of-mind Email newsletters Helpful, educational content based on their persona Interact on social media

Send occasional surveys

Continued Engagement

Recap

Start with a strategy & goals1 Attract, convert, close, delight3Create a plan to meet those goals2

Any Questions?

Thank You For Joining Us Today!QUESTIONS? CONTACT /

Nicole Denton, Managing Director in Scottsdaleemail | ndenton@thinkpyxl.com

Ready to build your own strategy? Download our example strategy to get started.

pyxl.it/strategy