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New Evidence: Inbound Marketing Works For Healthcare.

February 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.

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~Jim

Contact: Jim Matuga, CEO
InnerAction Media
304-288-1503
jim@inneractionmedia.com
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

Cole Pancake

Cole Pancake

Digital Advertising Specialist

Cole Pancake is the Digital Advertising Specialist at Inner Action Media. Growing up in the eastern panhandle of West Virginia, Cole has a deep connection to the state, its beauty, and its people. After graduating from WVU with a Bachelors in Journalism, Cole worked in the outdoor industry for 5 years, driving growth through strategic and digital marketing initiatives. When Cole isn’t in the office, you can find him at home with his wife Haley, his son Stetson and their two dogs, reading philosophy and history; or most likely, hunting and fishing somewhere in the Mountain State.

Maddie Bartley

Maddie Bartley

Graphic Designer

Maddie grew up in Morgantown, WV and attended West Virginia University, earning her B.S. in Design Studies (2023) and M.S. in Sport Management (2025), where she served as the Athletics Graphic Design Graduate Assistant. She then started Maddie B Creative Co., working with clients such as Team USA for the 2026 Winter Games and Inner Action Media to create impactful visual content across social, print, and marketing campaigns, with a focus on clear, engaging design. Outside of work, Maddie enjoys staying active, exploring new creative projects, and spending time with friends and family.

Yev Shrayber

Yev Shrayber
Cinematographer

Raised amidst the mist and fog of San Francisco, Yev now lives in Pittsburgh with his wife and young son. He began his career in live sports broadcasting with the San Francisco Giants before making the jump into feature films, working his way up from camera assistant to camera operator.

Today, he collaborates with the Inner Action Media team to craft visual stories, drawing from a background that spans both live sports and narrative filmmaking. Outside of work, he can usually be found “wrestling” with his son — or proudly watching him attempt to break personal records in jumping very, very high.

Andrew Archer

Andrew Archer
Content Strategist
Andrew “Arch” Archer is a Bridgeport, WV native who believes that great storytelling is the heart of meaningful connection. After serving as a Pastor for the past 6 years here in Morgantown, Arch brings a people-first mindset and a knack for clear and excellent communication to the content strategist role. Arch lives in Morgantown with his wife, Delaney, and their four kids – drawing daily inspiration from the people and community he loves. Outside of work, you’ll find Arch spending time with his family, enjoying games of all sorts, and having meaningful conversations about faith and life.

Jason Allen

Jason Allen
Business Development & Account Manager
Jason Allen is the Business Development & Account Manager at Inner Action Media, where he leads relationship-driven growth efforts and supports many of the agency’s long-standing clients. Known for his personable approach, Jason thrives on connecting with people, understanding their challenges, and helping them identify clear, actionable strategies to move their organizations forward. Jason has been married to his high school sweetheart, Jessica, for 24 years. They have three children: Isabella, a freshman at WVU; Elisabeth, a junior at MHS; and Matthew, an eighth-grader at South Middle School, who bring joy, purpose, and plenty of activity to everyday life. Faith also plays a central role for Jason, and he remains actively involved at Chestnut Ridge Church in Morgantown. Beyond his work, Jason is committed to strengthening his community. He regularly participates in local initiatives and seeks meaningful opportunities to build connections that make a positive impact across West Virginia.

Samson Tew

Samson Tew
Production Assistant
Samson was born in Harpers Ferry, West Virginia. He attended the Frederick Career and Technology Institute studying TV/Multimedia production and broadcasting. There, he gained a passion for visual storytelling and working behind the camera. When Samson isn't helping plan shoots or assisting on set, he's at home constructing, painting, and photographing miniature models to create stop motion animations.

Shayla Klein

Shayla Klein
Multimedia Producer
Inner Action Media's resident journalist, Shayla Klein is best known for her brand journalism content, where she acts as a journalist-for-hire at events. She also helps produce, edit, and shoot Inner Action Media's award-winning video productions. A West Virginia native, Shayla grew up in Wheeling. She graduated Magna Cum Laude from West Virginia University with a degree in Broadcast Journalism with minors in Theatre and Interactive Media Design. While completing her bachelor’s degree, she worked part-time at West Virginia Public Broadcasting and made weekly appearances on The Legislature Today. Shayla joined Inner Action Media in 2024 with four years of post-college experience in TV news. As someone who appreciates the unique charm of Morgantown and calls it home, Shayla is excited to help Inner Action Media’s clients connect with their community.

Nicklaus Hart

Nicklaus Hart
Director of Business Development
Nick is the Director of Business Development at Inner Action Media. In this role, he leads efforts to cultivate strategic partnerships and help IAM tell more exceptional stories. With a natural talent for conversation and a gift for building relationships, Nick brings people together and delivers thoughtful, effective solutions for clients and the communities they serve. Native West Virginians, Nick and his wife, Brooke, returned to Morgantown with a shared hope of building a bright future for their growing family. Life in the Hart household is lively and full, with their boys keeping them on their toes. Outside of work, Nick enjoys hosting friends, exploring West Virginia, and cheering on the LSU Tigers.

Liza Heiskell

Liza Heiskell
Creative Director of Video Production
At the heart of Liza Heiskell’s work is a simple goal: to help people and communities express what matters most. A graduate of West Virginia University and winner of a National Daytime Emmy Award, she built her career in Philadelphia and New York City producing programs for TLC, Discovery, NBC News, and the Fox Broadcasting Network. After returning to Morgantown, she founded Park Street Productions to give business owners and non-profits a platform to connect with customers through authentic, meaningful stories. At Inner Action Media for the past eight years, Liza has helped to turn ideas into polished productions, blending her creative talent with a knack for managing production details. Her work shines a light on people, businesses, and organizations with the hope of strengthening connections across the community. At the end of the day, Liza’s favorite role is mom to Charlie and Dori. She also loves a good hike with husband Matt and the dogs, cooking up feasts, and filling her home with family, friends, and good cheer.

James Murray

James Murray
Production Assistant

James, affectionately known as Jimmy, grew up in Ravenswood, WV and earned his B.S. in Business Administration in Marketing from West Virginia University in 2023. An avid outdoorsman, he enjoys hunting, fishing, and exploring the wild corners of Appalachia.

A newly licensed drone pilot, Jimmy is often up in the air capturing cinematic footage for our shoots. When he’s not behind the camera creating content or deep in an edit, Jimmy wears another hat as the producer of our weekly Positively West Virginia podcast. He helps spotlight the Mountain State’s most inspiring business stories with heart, hustle, and a little WV grit.

Off the clock, you’ll find him with his Husky Dexter, drumming, or gaming with his cousins.

Gabe Ofca

Gabe Ofca

Director of Photography

Gabe was born and raised in Steubenville, Ohio. With an associate degree in Computer Sciences from Pittsburgh Technical College, his passion is storytelling through a lens. He finds purpose in seeking beneficial perspectives and using intentional methods to share them. If he isn’t creating marketing content, he’s still out there shooting something. It could be backpacking vlogs, drum covers, or cinematic passion projects. The thing he’s holding is called an FPV drone. He’s often referred to as “Robo Cop” or “Ant Man” when he’s flying it. Gabe also enjoys time creating memories with his lovely wife and two daughters.

Jim Matuga

Jim Matuga

President | Founder of IAM

As a professional in the marketing and advertising industry since 1988, Jim has a deep understanding of the local, state and regional marketplace and he provides the communication tools and strategies necessary to reach key target audiences with powerful messages carefully designed to help organizations grow.

His passion is to help companies and non-profits create brand stories that connect people, through a variety of media channels.

Originally from Hopewell, Pennsylvania, Jim has resided in Morgantown, WV since 1981.

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 Dominion Post), television (WBOY – 12NEWS), cable (Rutter Media), direct mail (VALPAK), radio (100.9 FM) and Internet. Jim is 60 years old and is currently active in, and has held leadership positions with the Morgantown Area Partnership (9 year Board Member), PACE Enterprises (Board President 5 years), Chestnut Ridge Church (Board of Trustees Chairman), Refuge Mountain Ranch (Founding Board Member - Garrett County, MD) Rotary Club of Morgantown (Past-President), Mountaineer Chapter BNI (Leadership Team), and the West Virginia Miracle Baseball League (Founding Board member and 23+ year head coach).

Jim is also the author of “Marketing Matters” and “Humble Influence" and the founder and host of Positively West Virginia, a weekly iTunes podcast that highlights business leaders making a positive contribution to West Virginia.

Jim lives in Morgantown with his wife Rebekah Matuga, and has two children Dylan (35 years old) and Jordan (33 years old) and two grandchildren.

Jim and Rebekah have two Chihuahuas Daisy and Petunia. They are active volunteer leaders and philanthropists with Chestnut Ridge Church, Refuge Mountain Ranch, Rotary International, Miracle League Baseball, United Way, and love to spend time in the outdoors traveling, fishing, camping and adventuring. They both have a heart for making West Virginia a better place for all.

Dylan Sheldon

Dylan Sheldon

Vice President of Operations

Dylan Sheldon is the Vice President of Operations at Inner Action Media, where he has worked for more than 13 years. His focus is on helping West Virginia businesses grow through effective marketing and storytelling. Dylan is deeply committed to West Virginia and takes pride in supporting local businesses. He previously served as the president of the Rotary Club of Morgantown and is currently a member of its board, continuing to dedicate his time to community service and improvement projects. Additionally, Dylan is a deacon at his local church, where he has the opportunity to serve both his fellow congregants and the surrounding community.

Dylan is married to Kelsey Sheldon and is a father to four children: Ralph, Arthur, Mildred, and George. In both his professional and personal life, Dylan aims to contribute positively to West Virginia’s communities and its economic development.

Brian Jarvis

Brian Jarvis

Vice President

Brian Jarvis is president and owner of WV News, publisher of The Exponent Telegram, The State Journal, Blue & Gold News, Fairmont News, Bridgeport News, Weston News, Preston News & Journal, The Garrett Co. Republican, Your Bulletin Board and NCWV Life magazine, with headquarters in Clarksburg, West Virginia, as well as offices in Fairmont, Morgantown, Kingwood, Charleston and Oakland, Maryland, as well as an investor in the Charleston Gazette-Mail. He and his wife, Rachel, who is also a practicing attorney, have two daughters, Evelynn and Eleanor.

Ben Ward

Ben Ward
Account Operations Manager
After serving for five years as a local church pastor in Western Pennsylvania, Ben became the Project Manager at Inner Action Media, and is now excited to serve clients even more effectively as Account Operations Manager. He is passionate about helping clients connect with customers on a deeper level. Although not native West Virginians, Ben, his wife Tiffany, and their three daughters are now proud to call the Mountain State their home. They look forward to many fruitful years opening their home to the community around them. Aside from being with his family, Ben enjoys lifting at the gym, involvement in his local church family, being outdoors, and reading military history in his spare time.

Aubree Johnson

Aubree Johnson

Marketing Specialist

Aubree grew up in Mason, WV. She attended West Virginia University where she earned her M.S. in Integrated Marketing Communications and B.S. in Advertising with minors in Psychology and Strategic Social Media. She thrives on learning and exploring new ideas, combining her passion for problem-solving with creativity. Aubree has a deep appreciation for the Morgantown community and is committed to making a positive impact through her work. Outside of work, she loves reading a variety of genres, including romance, thriller, tragedy, self-help, and memoir. She also enjoys painting and spending time outdoors.

Alex Kraus

Alex Kraus

Digital Content & Production Manager

Alex Kraus grew up in Weston, WV, and attended WVU, where he earned his bachelor’s degree in Broadcast Journalism and his master’s degree in Digital Marketing Communications. Alex began his professional career in sports broadcasting, where he gained experience filming sports for WVU as well as traveling to broadcast the PGA Tour and the Paris Olympics. Alex now brings his unique skill set to the Inner Action Media team as a digital content & production manager. Outside of work, Alex enjoys spending time with his wife, playing golf, exercising, and convincing people to wear barefoot shoes.