There are plenty of catchphrases in marketing today — “Content is king,” “Think like a publisher,” etc. — but they all stem from the same reality: Regardless of what they’re in the market for, consumers have become more or less immune to traditional advertising. They’re skeptical of what they read and hear in ads; they hate being interrupted, and they’ll completely ignore or quickly click away from messages that keep them from getting to the information they seek.
Simply put, you can’t buy their attention anymore; you have to earn it. How? Not by pushing your products and services on them but by providing the kind of information — timely, relevant, focused on their needs and concerns, not yours — that pulls them in. It’s the essence of inbound marketing and, as this infographic from Social Site Media demonstrates, a reality that no healthcare provider can afford to ignore:
Based on the above, it’s easy to see social media as the yin to inbound marketing’s yang. After all, if people are already using social networks to read reviews (42%), track others’ experiences with their condition (29%) and view health-related images and videos (24%), then it stands to reason that such platforms are the perfect place to share your expertise on the subject(s) at hand.
Ultimately, both social media and inbound marketing are about generating trust, not sales. That said, when 41% of patients say that social media plays a role when choosing a particular provider, it’s clear that the former is a powerful precursor to the latter. Doctors who understand that stand a good chance of generating both.