Healthcare and technology organizations are making a positive difference. The industry is ripe for innovation, with the global healthcare IT market expected to reach $974.5 billion by 2027 growing at a CAGR of 19.8%.
“The growing demand for virtual care solutions such as telehealth and teleconsultation was catered to through innovations and advancements in the healthcare IT industry.” (Grand View Research)
Today’s increased demand for telehealth, electronic health records (EHRs), electronic prescribing systems, patient satisfaction and engagement solutions, and more, advanced by healthcare software companies, means building a solid digital presence is more important than ever. To deal more effectively with the changing demand patterns and compete in this growing market requires a strong marketing strategy. A good B2B content strategy and team will bring in highly-qualified healthtech leads, which results in sales and a better ROI. If you’re looking for a partner to help execute your strategies, this article details what to look for in a healthcare software digital marketing agency that will grow your business. We’ll dive into the importance of generating leads with inbound, key components of a successful inbound marketing strategy, and best practices for digital healthcare agencies.
With digital ad spend on the rise, healthcare marketers are paying more for each lead. A more organic approach is necessary since the average cost for a healthcare lead is $286. And it’s estimated that 40% of all digital ad clicks are either fraudulent or accidental. Healthcare SEO is optimizing an organization’s online presence to get more attention and visits from search engine users (think of the potential customers from Google+ and Bing) without the high cost of Ads. Imagine the revenue growth by shifting dollars to a marketing channel that captures most of the clicks on Google searches. We helped a leading chiropractic software company experience a 783% increase in website sessions (for example, page views or CTA clicks), 967 new contacts, and 155 customers through inbound marketing in 24 months. content marketing and Inbound ” width=”100%” height=”relative” /> Content continues to play a critical role in capturing and nurturing health tech leads. According to joint research by HIMSS and the Content Marketing Institute, valuable content drives action by healthcare software buyers. Their study found that 97% of respondents had taken action (conducted product research, shared information with colleagues, or began a purchase discussion with colleagues) after viewing high-quality healthcare technology-related information. The study went on to say that healthcare IT buyers prefer email, events, webinars, blogs, and social—Linked In.
Attracting leads in a competitive industry like healthcare software means creating an outstanding inbound marketing strategy. Inbound leads, on average, cost 61% less than outbound leads. Here’s a proven, cost-effective step-by-step growth content game plan to outrank your competitors and make your stakeholders happy: 1. Conduct a marketing and competitor content analysis This research aims to find areas for improvement and competitive growth in content marketing opportunities. Knowledge about your competitor’s website traffic and the strategies behind the traffic can be a game changer for optimizing your business growth. Compare:
2. Define your target buyer personas Buyer personas help everyone in your organization stay on the same page. By creating personas, your marketing, sales, and customer service teams better understand who they are communicating with and how to approach the interactions. Buyer personas lay out how to best communicate with your ideal prospect. You must have an understanding of how your buyers make purchasing decisions. In the video clip below, Adele Revella, CEO of the Buyer Personas Institute and Author of Buyer Personas, talks about what you really need to know about your buyer . . .
An Inbound agency’s job is to bridge the gap between your HealthTech and its consumers. A certain degree of technical knowledge is necessary, but the ability to answer specific customer questions through content is more relevant. Each customer base in Health Technology has its own needs. Be wary of agencies that treat each market segment with a one-size-fits-all model. If you want to get started with an agency or eliminate the headaches of creating all your content yourself, Schedule time with our Growth Strategist to discuss your situation and possible strategies for growth. And in the interim, take the free 5-minute SaaS Self-Assessment to help you determine your strengths and weaknesses in lead generation.