Let’s start off by answering a basic question: what is inbound marketing?

The buyer's journey is the research and decision-making process a buyer goes through to become aware of, consider and evaluate, and decide to purchase a new product or service.

If you’re a healthcare technology marketer it’s vital that you stay current with the way buyers consume information and make buying decisions.

Here’s our take on some of the latest trends in healthcare technology marketing that you should care about.

The inbound marketing methodology typically follows a funnel with three stages: awareness, consideration, and decision. Each stage of the funnel represents a different position in a healthcare technology buyer's buying process. Inbound marketers use this information to cater their content to their buyer's needs at each stage.

Utilizing the inbound funnel is an opportunity to set yourself apart from your competitors by tailoring your marketing strategy to your buyers’ needs and developing a connection as a trusted resource and industry thought leader.

When you’ve finally found that great lead -- or leads -- through your inbound marketing efforts, the relationship with that potential customer is just beginning. 

Ranking in Google is all about relevance of content to search intent and helpfulness of content to the user. If your website or your content are lacking either one of these, it's simply not optimized. 

Pay-per-click (PPC) is a great, and often a very impactful, way to quickly generate website traffic. However, the PPC model may not be a good fit for every situation. 

Not all internet traffic is created equal. While traffic quantity is obviously important, traffic quality is what gets you customers.

Search Engine Optimization (SEO) is the key to earning relevant traffic for your website. If your website is SEO friendly, your site is much more likely to rank higher in SERPs. To put it simply, in order to "do better" in Google or other search engines, your site must be SEO friendly!