Inbound Digital Marketing Trends in Healthcare

by | Nov 22, 2016 | Digital Strategy

Take a look at the inbound digital marketing trends that dominated healthcare this past year, and learn how marketers are embracing this modern approach to meeting buyers where they are.

HubSpot’s State of Inbound report combines the perspectives of more than 6,200 marketing and sales professionals. These respondents represent 99 countries and a variety of business models and industries. Despite the diversity of this year’s participant pool, marketers agree on the importance of inbound marketing. In fact, 79% of survey participants in North America use inbound as their primary marketing strategy.

Learn how digital strategy continues to evolve in the healthcare sphere.

Identifying Areas of Opportunity and Success

The 72-page report touched on everything from current sales and marketing priorities to ongoing challenges. The top four priorities occupying the minds of marketers are unlikely to surprise you.

According to the 2018 report of North American marketers:

  • 77%  prioritize lead conversion

  • 55% prioritize increasing web traffic

  • 42% prioritize creating revenue from existing customer pools

  • 53% prioritize proving marketing’s ROI to leadership

When asked specifically to rank priorities related to inbound marketing, increasing organizations’ presence in organic web searches and blog content reigned supreme, outpacing the creation of interactive, visual and long-form pieces of content, such as infographics, white papers and eBooks.

Even though challenges undeniably exist, 61% of marketers believe their current marketing strategies are effective. Eighty-one percent of those who feel their strategies are successful employ an inbound strategy.

The Healthcare Highlights

The healthcare industry is often viewed as slow to adopt marketing trends, and inbound marketing is no exception. In 2016, among the 11 industries represented in the report, health care ranks last in the use of inbound marketing (and first in the use of outbound tactics).

In this year's report, industries are not listed, but as a marketer using healthcare inbound marketing, you may be in good company.

The report points to inbound marketing as a higher ROI than outbound. And at nearly 53% of survey participants affirming inbound marketing as their highest return, if you're doing the same, then you're on track for being able to prove and relay positive ROIs to the C-suite. This is a critical metric when considering the variety of inbound digital marketing trends that exist in healthcare.

Where Will Inbound Marketing for Health Organizations Go From Here?

Digital means of outreach will continue to dominate. However, marketers may branch out from the written content found in blog posts and ebooks to incorporate more visual means of communication. Distribution channels that respondents plan to branch out to within the next 12 months include YouTube, LinkedIn, Facebook video and Instagram.

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