Imagine for a moment that you’ve just sat down for dinner, the phone rings and you pick it up, only to hear that annoying, overly familiar voice: “Hi, this is Rachel from cardholder services.” It’s enough to make you scream, slam down the phone and vow never to patronize any company or service that interrupts you like that ever again.
That’s how most people feel about traditional advertising, aka, outbound marketing. From TV commercials to pop-up ads to direct-mail flyers, old-school marketing methods are essentially predicated on interrupting people as they pursue their preferred activities. Is it any wonder that the vast majority of consumers have learned to tune them out?
The same goes for medical marketing as today’s healthcare consumers know they can access a wealth of online information without the pushy sales pitches. As this infographic from Synecoretech suggests, inbound marketing — that is, creating content that helps them reach their goals — is increasingly the best way to reach them:
Make your content a magnet, not a megaphone
As content has grown increasingly abundant and immediately available, attention becomes the limiting factor in the consumption of information. In this so-called “attention economy,” the only way to stand out from the crowd is to create and share relevant content that pulls consumers in with information they actually want to receive. Doctors who do so encourage curious information seekers to become website visitors who, in turn, become qualified leads and, perhaps, future patients. Doctors who take the other approach, pushing promotional messages that interrupt people, run the risk of becoming as welcome as Rachel from you know where.