Marketing healthcare technology, whether it’s to big hospital systems or small dental offices, has its own set of tricky challenges.
One big headache for marketers in this field is squeezing in enough time to do it all:
- Figuring out who’s interested in the product & who has purchasing power
- Planning a strategy around that buyer persona
- Creating content that clicks … and attracts clicks
- Staying active on social media
- Keeping leads warm
- Checking the numbers
- Making quick tweaks
It’s a never-ending loop: Plan, post, check, tweak.
That’s why a lot of healthcare tech companies – and other B2Bs – are now teaming up with inbound marketing agencies to give their lead generation a boost and give a serious lift to their bottom line.
In this article we break down how to find an inbound marketing agency that-s the right fit for your healthcare technology needs, and the benefits in doing so.
A Modern Approach to Modern Buyers
Did you know 94% of B2B buyers conduct research online before making a purchase decision, before speaking with a sales rep?
Inbound makes this possible. And it generates more sales-qualified leads than outbound cold calls and emails.
Inbound marketing is a set of strategies that magnetize your brand online, attracting your ideal prospects to your website while on their buyer’s journey. Inbound marketing largely focuses on the creation of helpful content that serves two purposes:
- Increases a website’s visibility in Google & other search engines
- Builds brand trust and guides prospects down the sales funnel.
Software giant HubSpot says that those using inbound marketing reported 2.5x more leads each month within 1 year of starting. And 70% said conversion rates went up as well.
Outbound marketing, on the other hand, relies on repetition and interruption. It reaches prospects when they’re in the midst of other things.
Ever had an ad interrupt a song you were streaming or a video you were watching? Your reaction afterward probably wasn’t, “Boy, I’m sure glad I heard that ad.”
That’s not to say that outbound marketing is entirely dead. When done correctly, techniques like ABM (account-based marketing) can effectively penetrate new markets and re-engage others.
In the end, though, your potential marketing services provider should be pitching you an inbound-first approach.
Vetting a Healthcare Technology Marketing Agency
Deciding to hire an agency for your healthcare technology marketing is a big decision – one you want to get right the first time.
But how do you know when you’ve found the one?
Here are a few ways to gauge if an agency is a good fit for your company:
Take a Deep Dive Into Their Website
First impressions go a long way. If an agency’s website is confusing or a slog to navigate, how can you trust that they’ll do right by yours?
Your investigation shouldn't stop at the homepage. It’s worth spending a few minutes poking around the rest of an agency’s website.
- What do their blog posts look like? Are they well-written and readable?
- Is it forthcoming about how partnerships work or – *gasp* – typical pricing?
- What resources does it offer to someone considering inbound marketing?
Bottom Line: Do they practice what they preach?
Check References
While you’re taking a hard look at an agency’s website, check for any references it provides. Most inbound marketing agencies are very proud of their work for clients and are eager to share it with the world in case someone like you comes along.
Case studies are a good place to get some insight into an agency’s performance – they dig into client successes the agency had a hand in.
Have a Conversation
A conversation with an agency rep gives you even more of a window into what working with the agency might be like.
A few things to consider during a conversation include:
- Does the agency’s personality mesh with yours?
- Are they actively listening to you?
- Do they understand your pain points and industry?
- Are they eager to help you reach your goals?
- Have they outlined how they’ll turn those into S.M.A.R.T. goals?
What Services to Expect From an Inbound Marketing Company
While no two inbound marketing companies are the same, there are some services you should expect them to provide:
- Buyer persona development: The buyer persona is the foundation of an inbound marketing strategy. You’ll base content production and all marketing tactics on these profiles of your ideal prospect.
- SEO (search engine optimization): This long-term strategy helps increase website visibility in search results to help prospects find you organically.
- PPC (pay-per-click): A type of advertising used in conjunction with other inbound strategies to increase leads quickly while SEO gathers steam.
- Blogging: Well-written and engaging blogs improve SEO, build trust, and establish your company as an industry authority. Blogging is the heartbeat of a strong inbound strategy.
- Social media: Helps you connect with potential buyers, allowing your content to reach further. It helps to build a trustworthy online presence that will pay off when you try to convert a visitor into a lead and, eventually, a customer.
- Email marketing: A great way to nurture casual leads into qualified ones through segmentation, automation, and high-quality content.
- Reporting: Regular reviews of your inbound strategy’s performance to determine what worked, what didn’t, and where to make adjustments.
Still Weighing In-House vs. an Agency for Healthcare Technology Marketing?
Digital marketing tactics – such as content creation, SEO, PPC, and website design – are where inbound marketing agencies really shine.
They focus on meeting prospects exactly where they are on their buyer’s journey and guiding them all the way to becoming happy customers. This happens through providing the right message at the right time to the right people.
Adding an inbound marketing agency to your healthcare technology marketing effort helps your company:
- Generate more leads: Inbound marketing agencies understand how to attract prospects that actually want to hear from you. This creates a steady flow of high-quality leads to your company.
- Increase revenue: With more high-quality leads, your salespeople will have an entire funnel to turn into happy customers. Buyers will be more educated and ready by the time they engage with the sales team.
- Use time efficiently: Everybody could use more time. Many marketing executives find that their teams waste time and money trying to generate leads in-house the old-fashioned way. They don't have the tools and clear processes in place. Inbound marketing agencies do!
- Be cost-effective: Because of the streamlined nature of agencies, they offer services that are much more cost-effective than you might expect.
Got Questions? Your Marketing Mysteries Solved Here!Q: How do I measure the success of an inbound marketing agency? One key metric is the increase in lead generation and conversion rates over time. Ensure the agency provides transparent reporting and data-driven results that align with your agreed-upon goals. Q: What should I look for in an agency's case studies when assessing their expertise in healthcare technology? Focus on case studies with detailed data showing client success in B2B growth. Look for specific outcomes like improved lead quality, and examples of innovative strategies that drove results. Q: Can inbound marketing agencies integrate smoothly with existing marketing teams? Yes, a competent agency should be able to collaborate effectively with your existing team, or even take the baton from an agency you want to dump. It's important that they can adapt their strategies based on your existing efforts, rather than overhauling everything without considering context. |
Signing on the Dotted Line With an Inbound Marketing Agency
Once you find the right fit for your healthcare technology marketing needs, it’s all about patience.
Working with an inbound marketing agency is the quintessential case of “it’s a marathon, not a sprint.” It’s all about building up your presence slowly and steadily. If you’re just starting out with minimal web traffic or leads, keep in mind that it's even more of a long-term game. It might take a while, but sticking with it works nearly 100% of the time.
Curious About Working With an Inbound Marketing Agency?
Curious about deepening your digital foothold with an inbound marketing strategy? See how your investment level matches your ability to transform your healthcare technology company's approach:
(Editor's Note: This article was originally published in March 2022 and was recently updated.)
How to Audit your Online Marketing
If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.
