Inbound Marketing: Giving Patients Information Through Multiple Channels

Nowadays, there are many marketing channels available for companies. You have traditional marketing channels such as TV and print ads. You also have digital marketing channels which include your website, blog and social media pages. Within social media also, there are many possibilities such as Facebook, Twitter, Instagram etc.

One of the trends within digital marketing is inbound marketing. With inbound marketing, you use multiple channels, but you don’t go pursuing your customer as you did with traditional methods. You wait for him/her to come to you.

Outbound Marketing

Think about it. With TV ads, print ads, billboards and direct mail marketing, you’re reaching out as much as you can to people. You’re going out of your way to attract them towards your company and your product. You’re trying to make them curious and willing to try out whatever you’re selling.

Inbound Marketing

With inbound marketing, things move in the opposite direction. Instead of the company reaching out to the consumer, it’s the consumer who reaches in, towards the company.

  • Discovery: Imagine that you’re a consumer who is just browsing the internet. You go to your Facebook or Twitter account. You check out your favorite blogger. Or someone sends you a link to a certain post. And this is how you find out about a new medication that might be able to help you.
  • Research: What would be the next thing you do? You’d probably do a search for that medication. You would look at the company’s website and get as much information as you can. You would look at the company’s blog or social media pages. You’d gather information.
  • Action: Once you’d done your research, if you thought that that medication could help you, you’d get in touch with your doctor to see if you could be prescribed that medication.

So if you want to practice inbound marketing, you just have to give your customer as much information as possible with your online presence. And this means constantly updating your website, blog and social media pages.

Lack of Coercion

Inbound marketing is very effective because, unlike outbound marketing, it doesn’t involve any element of coercion. It just involves giving the customer the information that they require when they come looking for it. And although it appears very simple, it’s also very effective.

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