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inboundMed Blog

Alaska Healthcare Marketing: Which social media channels should I use?

Dec 13, 2016 5:30:00 AM / by inboundMed posted in Inbound Marketing, social media

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Medical practices may not be as invested in social media as they ought to be.

After all, generally speaking, the space that healthcare professionals and patients share online can be fraught with potential concerns, namely privacy and liability for misused information.

Many doctors, nurses, and other medical practitioners would rather avoid the world of social media for these reasons, and hospitals tend to have strict policies for employees with regard to using these platforms while on the clock and while using hospital property. 

Still, the need to engage in social media is an important one for any medical practice based on the way that inbound marketing functions. There is considerable value in using social media to establish your medical practice. Your effort to find and appeal to future patients starts with providing quality blog content, but its shareability in social channels is what gives it traction out on the web.

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The Patient's Journey: How to get from Awareness to Decision

Sep 30, 2016 5:30:00 AM / by inboundMed posted in Inbound Marketing

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A well-known construct in marketing strategy is the Buyer's Journey. The Buyer's Journey was popularized by HubSpot a few years ago. It essentially highlights the common path that any buyer follows if they are to buy a product or service in order to solve some problem they have.

In this era of information overload, consumers tend to research (sometimes, obsessively) about products or services they want to purchase, vetting for important details like value, relevance, and ease of application. 

No doubt the same construct can be useful to apply in a medical marketing strategy. The Patient's Journey follows roughly the same path before it leads them to finally come knocking on a medical practice's door, looking for healthcare solutions for their medical problems.

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Your patients & their families: How to identify the buyer persona

Sep 27, 2016 5:30:00 AM / by inboundMed posted in Inbound Marketing

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According to HubSpot:

"A buyer persona is a semi-fictional representation of your ideal
customer based on market research and real data about your existing
customers. When creating your buyer persona(s), consider including
customer demographics, behavior patterns, motivations, and goals.
The more detailed you are, the better."

Tony Zambito, leading authority on buyer insights, gave this additional take on the utility of a buyer persona in 2013 that we think is increasingly relevant in 2016: 

"Buyer personas are research-based archetypal (modeled)
representations of who buyers are, what they are trying to accomplish,
what goals drive their behavior, how they think, how they buy, and why
they make buying decisions.  (Today, I now include where they buy as
well as when buyers decide to buy.)"

Let's dig in to how a medical practice blogger can best make use of the buyer persona.

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Why you should know your patients' "pain points" as a medical blogger

Sep 22, 2016 5:30:00 AM / by inboundMed posted in blogging, Inbound Marketing, pain points

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Pain is not only a medical term, but a marketing consideration. When you ask a patient to fill out a pain scale handout (i.e. "Circle the face that best represents how much pain you feel right now"), you are practicing discernment as part of your job as a medical professional. 

So too does a medical marketing strategy rely on a more discerning understanding about the needs of its potential new patients. 

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The Fine Art of Getting Found: SEM & the medical practice

Sep 7, 2016 6:30:00 AM / by inboundMed posted in Inbound Marketing, search engine marketing

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The term, "getting found," refers to the notion that a business needs to be "found" on the Internet if consumers are to acknowledge it exists.

Of course, in reality, brick-and-mortar business still exist. However, those with a strong digital presence can enjoy additional (and necessary) layers of legitimacy and trust from patients, both preexisting and prospective, who have turned to the Internet to solve their health problems.

But don't just build a website and consider your work done. What you need is not only a website, but a strong web presence.

This is why "getting found" is so crucial. It's easy to fall for the Field of Dreams mentality: if you build it, they will come. This kind of magical thinking doesn't serve the more pragmatic concerns of a medical practice, however. 

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Comparing THIS vs THAT: How to educate & empower patients

Sep 6, 2016 6:30:00 AM / by inboundMed posted in blogging, Inbound Marketing

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Comparing healthcare products, procedures, and services at your medical blog may be one of the purest forms of medical marketing. It takes all the emphasis on your need to acquire new patients and places it, instead, on what your patients (current or prospective) need or want. This creates a natural win-win situation.

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The "Best of" medical blog posts: Inform to empower your patients

Sep 2, 2016 6:30:00 AM / by inboundMed posted in Inbound Marketing

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A common Internet search related to healthcare includes the keyword phrase, "best of." Why is this?

We all want the best of everything for ourselves and our loved ones. The "best of" may ultimately reflect "the best we can afford," mirroring consumer trends that we do demand more value or "bang for our buck" when making purchasing decisions.

This is no less true for healthcare services, products, and procedures. When patients are able to choose, they will always aim for the "best of" what they can access. 

It makes sense, then, that your medical blog should always include "best of" posts, even when you don't offer what some patients might be looking for. This form of vetted information can empower and "delight" patients, improve your reputation, and lead to a wider reach for your inbound marketing campaigns.

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Medical websites: Time to be transparent about price!

Sep 1, 2016 6:30:00 AM / by inboundMed posted in Inbound Marketing

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Due to the major changes in consumer behavior inspired by the Internet, patients too have become savvy "shoppers" when it comes to the healthcare choices and decisions they have power over. 

Not only do they surf the web in search of products, services, and procedures that are best suited for their needs, or the needs of their loved ones, they want to know about other keyelements before they invest their time and money. One such element they care about is pricing

Insurance coverage is, as medical practices are reminded everyday, extremely complex. For patients, not only is it complex, but it also often limits their choices. This creates anxiety about how much their healthcare expenses will actually run, in the long haul. 

If you can help them negotiate these challenges by offering transparency about your pricing on your medical website, you may find you are better equipped to build patient trust.

But you need to be willing to share what you charge. Are you?

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The link between patient trust & the Zero Moment of Truth

Aug 31, 2016 6:30:00 AM / by inboundMed posted in Inbound Marketing

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In 2011, Google popularized the term, "zero moment of truth," in an e-book written by Jim Lecinski titled Winning in the Zero Moment of Truth. 

It refers to that moment when a consumer has completed their research of a product, usually online, and has decided to commit to a purchasing decision. 

Lecinski's book highlighted how shopping decisions can be viewed as individual "moments of truth" (MOTs) that are part of a distinctive consumer "journey."

Understanding this journey is critical for any inbound marketing strategy because, ultimately, the goal is to "win" the ZMOT.

What does that mean? It means meeting the customer at that particular crossroads at exactly the time they arrive by providing them with what they most need to make that decision.  

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inboundMed and Jay Baer at the Alaska Inbound Marketing Summit (AIMS)

Aug 26, 2016 6:30:00 AM / by inboundMed posted in Inbound Marketing

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We at inboundMed are thrilled to announce we are co-sponsoring Jay Baer as the keynote speaker for the upcoming Alaska Inbound Marketing Summit being held September 9 in Anchorage, Alaska.

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