The State of Inbound Marketing in Health Care

by Tiffany Parnell, Senior Copywriter - 11/22/16

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Results from HubSpot’s State of Inbound 2016 report have arrived. Take a look at the inbound marketing trends that dominated this year, and learn how healthcare marketers are embracing this modern approach to meeting buyers where they are.

HubSpot’s eighth-annual report combines the perspectives of more than 4,500 marketing and sales professionals. These respondents represent 132 countries and a variety of business models and industries. Despite the diversity of this year’s participant pool, marketers agree on the importance of inbound marketing. In fact, 73 percent of survey participants use inbound as their primary marketing strategy.

Identifying Areas of Opportunity and Success

The 127-page report touched on everything from current sales and marketing priorities to ongoing challenges. The top four priorities occupying the minds of marketers are unlikely to surprise you.

According to the report:

  • 74 percent of marketers prioritize lead conversion

  • 57 percent prioritize increasing web traffic

  • 46 percent prioritize creating revenue from existing customer pools

  • 42 percent prioritize proving marketing’s ROI to leadership

When asked specifically to rank priorities related to inbound marketing, increasing organizations’ presence in organic web searches and content distribution reigned supreme. Interest in blog content creation also outpaces the creation of interactive, visual, and long-form pieces of content, such as infographics, white papers, and ebooks.

Even though challenges undeniably exist, 61 percent of marketers believe their current marketing strategies are effective. Eighty-one percent of those who feel their strategies are successful employ an inbound strategy.

The Healthcare Highlights

The healthcare industry is often viewed as slow to adopt marketing trends, and inbound marketing is no exception. Among the 11 industries represented in the report, health care ranks last in the use of inbound marketing (and first in the use of outbound tactics).

Only 57 percent of organizations representing the healthcare and medical industries use inbound as their primary approach to marketing compared to inbound power users from e-commerce (89 percent), marketing agencies (84 percent), and software (78 percent).

Consumer products and industrial and manufacturing (59 percent), financial services (62 percent), and education (66 percent) rounded out the bottom five industries. The highest adoption rate was observed in E-commerce (89 percent), with marketing agencies placing a close second.

Where Will Inbound Marketing Go From Here?

Digital means of outreach will continue to dominate. However, marketers may branch out from the written content found in blogs and ebooks to incorporate more visual means of communication. Distribution channels that respondents plan to branch out to within the next 12 months include YouTube, Facebook video, and Instagram.

Wondering how your inbound strategy stacks up against healthcare peers? Find out by taking the 2017 State of Healthcare Content Marketing survey.

Take the Survey

Topics: Digital Marketing, Content Strategy

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