Learn how healthcare organizations can use inbound marketing to attract, convert, close and delight their target audiences.

1. Inbound Marketing
for Healthcare
PRESENTED BY /
Nicole Denton, Managing Director
Pyxl Scottsdale

2. Original Pyxl Employee
Client Experience
More About Nicole
Managing Director, Scottsdale
Nicole Denton
Pit Bull Rescuer Hiking EnthusiastDiner Connoisseur

3. *Business 2 Community
Strategy
Close
Attract
Delight
Why Inbound?
Convert
1
4
2
5
3
6
Our Agenda.

4. Why Inbound?

5. 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

6. *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.

7. *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.

8. The Strategy.

9. 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?

10. Current Marketing Initiatives2Web Presense & SEO1 Successes & Pitfalls3
Analyze Your Organization.

11. 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.

12. Create a plan that hits
on campaigns as well
as ongoing initiatives.
Web Presence
& SEO
Email
Premium Content
Social Media
Blogging

13. Attract Your Ideal Audience.

14. Create personas, or semi-fictional
representations of your target
audience groups
1
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?

15. An Example Persona
Provider 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.”

16. An Example Persona
Fitness 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?”

17. Website: Responsive Design
*ThinkWithGoogle
About 1/3 of patients used tablets
or mobile devices daily to research
and/or book appointments*
1/3
Those who research via mobile
device are more likely to book
an appointment*
44%

18. Website: Content
Speak specifically to your
target audience

19. 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.

20. *Business 2 Community
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”

21. Consistently reach your audience to
stay top-of-mind
2
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
4
Social Media

22. 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

23. *Business 2 Community
Blogging
Allows you to publish new content often
Contributes to SEO
The more often you blog, the more
likely you’ll be found
SEO

24. *Business 2 Community
Consider and research your
target audience
Search: “recovery for ACL surgery”
Blog post title: “Your Guide to ACL
Surgery Recovery”
1
2
3
*Business 2 Community
Blogging

25. Convert Them Into Leads.

26. *Business 2 Community
Premium
Content
White papers, eBooks, guides, videos,
case studies, etc.
Further establish your organization as
a trustworthy thought leader

27. *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 site
CTA

28. Choosing a
Maternity Program
What to Expect: ACL
Reconstructive Surgery
10 tips for a Healthy
Holiday Season
Oral Surgery
Preparation Checklist

29. *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

30. Close Them Into Patients/Customers.

31. 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.

32. Send emails based on what you know
about your contacts
Targeted content comes in here, too
Send to segmented lists
Email
Marketing

33. 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

34. Delight and Create Brand
Evangelists Out of Them.

35. 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

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

37. Any Questions?

38. Thank You
For Joining Us Today!
QUESTIONS? CONTACT /
Nicole Denton, Managing Director in Scottsdale
email | ndenton@thinkpyxl.com
Ready to build your own strategy?
Download our example strategy to get started.
pyxl.it/strategy