New Evidence: Inbound Marketing Works For Healthcare.

Feb 26, 2014

Will inbound marketing work for a medical practice? Yes! We have solid evidence.

Healthcare marketing photo


Healthcare is changing.  There is no doubt about that.  

As a physician or a marketer for a healthcare practice, you more than likely are driven by helping patients.    

Would you like to help more patients?

That is our main goal: To help you get more quality patients. 

For example:  Here is a look at some baseline analytics for an inbound marketing campaign my company InnerAction Media produced for a leading orthopedics practice in January 2014:

– 2,234 page visits, compared to the previous 3 month average of 40.

– 56 leads created into the 3 specialty funnels: Shoulder, Knee, Carpal Tunnel.

– 1,504 landing page views with 82 submissions with a 5% conversion rate.

-From those 56 leads, we converted 12 of those prospects into actual appointments. That represents a whopping 21.4% conversion rate.

Of those 12 new appointments – 8 of those were complete strangers to the practice. (4 were former patients) Therefore, the conversion rate for new patients was still an impressive 14.3%.

If these kinds of numbers get your attention…please read on.

First, You Need To Be Found Exactly When And Where Patients Are Searching For Healthcare Information

Most consumers are researching their buying options online before making a decision on a product or service.  Health care decisions are no exception.  In fact, powerful new research statistics from the Pew Internet Research Center (December, 2013) show just how important an effective online presence now it for your practice. Consider these stats:

80% of internet users, or 59% of U.S. adults, look online for health information.

72% of internet users say they looked online for health information within the past year.

77% of online health seekers say they began their last session at a search engine such as Google, Bing, or Yahoo.

medical practicioners using social media

This Is How Inbound Marketing Will Help You Help More People:

Inbound Marketing differs from tradition, interruption-style marketing and advertising. Until very recently traditional advertising worked pretty well.  Companies could shout their messages over media such as television, radio and direct mail and get decent responses.

That’s not the case anymore.  Can you believe how many TV choices there are today?  Technologies like DVRs, Do Not Call Lists, Caller ID, mandatory email unsubscribe and online radio like Pandora and Spotify – not to mention SiriusXM satellite radio have all gained incredible popularity due mostly to one thing:  The ability to tune out interruption style marketing messages and advertisements.

Don’t get me wrong – most media channels still have their benefits of delivering marketing messages. But there is now a much better way – Inbound.

Inbound Marketing is a way to create marketing that people want. Consumers now choose how they will be marketed to.   (We call it “Marketing that people love.”)

We have developed Medical Practice Inbound Marketing programs to help you do four things:

1)  Reach Patients

2)  Educate Patients

3)  Build your referral base

4)  Increase Patients

How Medical Practice Inbound Marketing Works

There are 4 primary services to Inbound Marketing that truly enable practices to reach today’s highly connected, highly informed patients. Inbound Marketing works by:

1)  Dramatically increasing the traffic to your website using CONTENT:  video, blog articles, social media channels and search engine optimization (SEO).

2)  Converting your web visitors into leads:  People who grant you permission to market to them using premium content offers.

3)  Turning these qualified leads into new patients for your practice using our highly developed lead nurturing system.  It’s all about delivering quality, educational content.  It’s not about “selling.”

4)  Measuring and analyzing every step with accurate metrics so you will recognize exactly what is resonating with your patients and what may not be.

How Can I Help You?

Inbound Marketing is not difficult.  If you can write simple blog posts and use social media effectively you can probably get a good start Inbound Marketing for yourself.  We have found, however, that most surgeons and physicians are just too busy providing excellent care to find the time.

At InnerAction Media, we put inbound marketing strategies to work for medical practices in order to help them grow and help more patients.

InnerAction Media has built a solid national reputation among health care experts in part by creating custom Medical Practice Inbound Marketing plans as well as Telly Award Winning Video content for hospitals and medical practices with one goal in mind:  To help you help more patients.  I personally have more than 26 years of helping people market their businesses. 

Partner with us and together we will develop your inbound marketing strategy and get you started on the journey to transform your marketing to the most effective way to reach today’s patients.

Helping You Help More Patients – that’s our goal.  Tell us what your goals are and we can get started.  Please get the full case study below.  If I can help in any way – please contact me directly.



Contact: Jim Matuga, CEO
InnerAction Media
Twitter: @jmatuga


Jim Matuga
About Jim Matuga: Jim Matuga is a 34 year resident of Morgantown, WV. He graduated from West Virginia University with a BS in Advertising from the Perley Issac Reed School of Journalism in 1988. He has extensive experience in leadership positions with media companies in newspaper (The Dominon Post), television (WBOY – 12NEWS), cable (Rutter Media), direct mail (VALPAK), radio and Internet. Jim is 48 years old and is active in board positions with the Morgantown Area Chamber of Commerce, PACE Enterprises, Rotary Club of Morgantown, West Virginia BASS Federation and the West Virginia Miracle League.

About InnerAction Media: iam is a 2013 Telly Award Winning Advertising Agency and Inbound Marketing Agency with proven expertise in providing marketing communications to connect organizations with their target audience personas. We have vast experience in marketing hospitals, healthcare, energy, attorneys, law firms, construction, higher education, tourism, the “expert industry”, technology, banking, retail and real estate sectors. We are headquartered in Morgantown, West Virginia and serve the Pittsburgh, PA DMA as our primary market. The company was founded in 2011 by Jim Matuga and Michael Arbogast. 

The agency’s expertise encompass:

Strategic Marketing | Brand Strategy | HubSpot Inbound Marketing | Web Site Development | HD Video Production | Social Media Management | Google AdWords Marketing | Original Music Composition (Jingles)

TAGS: Marketing Agency, Advertising Agency, Strategic Marketing, Healthcare Marketing, Hospital advertising, Hospital Marketing, Brand Strategy, Inbound Marketing, Web Site Development, HD Video Production, Social Media Marketing, Google AdWords Marketing, Original Music Composition, Jingles, Advertising, Marketing, Pittsburgh Advertising Agency, Morgantown Advertising Agency, Pittsburgh Marketing agency, Morgantown Marketing agency, Matuga, HubSpot, Hub Spot

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