Best Practices for Inbound Marketing in 2024
In today’s digital landscape, inbound marketing has become an indispensable tool for elective medical practices to attract, engage, and retain patients. As we’ve revealed in our 2024 Medical Marketing Outlook, it’s crucial for elective medical practices to stay ahead of the curve and adopt the best practices for inbound marketing in 2024.
From leveraging social media platforms to optimizing search engine visibility, here are the key strategies to elevate your elective medical practice’s inbound marketing efforts:
1. Develop Compelling Content
Did you know that 72% of marketers worldwide attribute content creation as the most effective SEO tactic? Creating high-quality, relevant content that resonates with prospective patients is essential. This includes blog posts, articles, videos, infographics, and podcasts that address common questions, concerns, and interests of potential patients.
Use compelling content to position your practice as a valuable resource by offering educational materials and resources. Recent surveys indicate that 81% of consumers want brands to get to know them and understand when to approach them and when not to. Offer ebooks, videos, and downloadable guides that provide in-depth information about procedures, recovery processes, and aftercare tips.
2. Engage with Video
Video continues to dominate as one of the most engaging forms of content. According to recent statistics, 85% of internet users in the United States watch online video content monthly. Utilize platforms like YouTube, Instagram, and TikTok to share informative videos about procedures, patient testimonials, behind-the-scenes glimpses, and educational content.
3. Optimize for Search Engines
Enhance your practice’s visibility on search engines by implementing search engine optimization (SEO) techniques. Studies show that the first organic search result on Google captures 32.5% of the clicks on desktop and 24.5% on mobile. Conduct keyword research, optimize your website, and ensure it’s mobile-friendly and voice search optimized.
4. Leverage Social Media Channels
Social media platforms are powerful tools for building brand awareness and driving patient conversions. Did you know that over 3.6 billion people worldwide use social media, and the average daily time spent on social platforms is 2 hours and 25 minutes? You don’t have to be on every social media channel but it’s recommended to at least be active on the ones with the most users – Facebook, YouTube, and Instagram.
5. Nurture with Email Marketing Campaigns
Email marketing remains an effective way to nurture leads and retain patients. Research indicates that email marketing has an average ROI of $42 for every $1 spent. Segment your email list, send out regular newsletters, promotional campaigns, appointment reminders, and educational content. Incorporate automation to automatically send emails based on certain actions.
For example, if someone submits a contact form on your practice website, and does not book a consultation, you could start them on an email nurture series that will help stay connected with them. OptiCall’s Capture program incorporates email and text nurture campaigns and has proven to convert prospects who weren’t initially ready to book. Learn more about Capture here.
6. Focus on Patient Reviews and Testimonials
Positive reviews and testimonials significantly influence potential patients’ decisions. Studies show that 91% of consumers read online reviews, and 84% trust them as much as personal recommendations. Develop a process for encouraging and reminding clients to rate their reviews on Google and Yelp.
2024 will be a journey. Are you ready?
Inbound marketing covers a full spectrum of the prospect to patient journey – from an initial search on a procedure, to discovering your practice; from the first appointment to telling a friend about their experience. Leverage these best practices and stay attuned to the evolving digital landscape to effectively attract, engage, and retain patients while differentiating your practice in a competitive market. Remember to prioritize authenticity, patient-centricity, and maximizing every interaction to deliver an end-to-end exceptional experience.
Want more insights?
We analyze multiple marketing channels, from traditional to digital marketing to word of mouth, to determine how well each performed in generating actual patient appointments.
Find out what marketing channels drive prospects and how your elective medical practice can manage inbound leads.
- Content Marketing Effectiveness: The statistic that 72% of marketers worldwide attribute content creation as the most effective SEO tactic can be found in the “Content Marketing Institute’s 2022 B2B Content Marketing Benchmarks, Budgets, and Trends Report.”
- Video Consumption: The data indicating that 85% of internet users in the United States watch online video content monthly comes from a report by Statista or a similar reputable source specializing in digital trends and statistics.
- Search Engine Click-through Rates: The statistics about the click-through rates for the first organic search result on Google (32.5% on desktop and 24.5% on mobile) are often cited from various studies conducted by digital marketing agencies like Moz, Search Engine Journal, or SEMrush.
- Social Media Usage: Information regarding the number of social media users worldwide and the average daily time spent on social platforms (over 3.6 billion users and 2 hours and 25 minutes daily) can be found in reports by We Are Social and Hootsuite’s Global Digital 2022 reports or similar reputable sources.
- Email Marketing ROI: The statistic stating that email marketing has an average ROI of $42 for every $1 spent can be found in reports by organizations such as the Data & Marketing Association (DMA) or studies conducted by email marketing platforms like Mailchimp, Constant Contact, or HubSpot.
- Online Reviews Influence: Data indicating that 91% of consumers read online reviews and 84% trust them as much as personal recommendations can be sourced from studies conducted by platforms like BrightLocal, Yelp, or the Pew Research Center.
- Consumer Preferences for Brand Interaction: The statistic that 81% of consumers want brands to get to know them and understand when to approach them and when not to can be found in surveys and reports conducted by organizations like Salesforce, Accenture, or Forrester Research.