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.

Want More Peer Perspective?

Sub­scribe to our blog and get insights like these deliv­ered to your inbox!

Subscribe to our blog

Sign up for updates!

Sign up for updates!

Get marketing tips delivered straight to your inbox.

You have Successfully Subscribed!