The Digital Health Inbound Marketing Formula
Sam Stern

Sam is the Founder and Chief Marketing Technologist at Modallic. Modallic specializes in brand development and marketing for Mobile Healthcare Technology (mHealth) firms. As a life-long entrepreneur, Sam directs the mHealth storytelling and mHealth agile marketing process unique to the Modallic approach.

John Jantsch of Duct Tape Marketing offers this latest insight of the marketing formula:

Inbound marketing + inbound selling + social media + outbound marketing = Omnimarketing.

Let’s look at Omnimarketing for Digital Health firms using John’s formula.

1. Inbound Marketing- Invest in creating buyer personas of your digital health prodcuts and services. Then, develop a content strategy to attract this digital health buyer persona. Use content and engagement to add value and build traust with the prospective buyer. Adopt an agile, Create- Test-Learn approach to content creation to zero in on the right client conversion journey and experience

2. Inbound Selling- Plug your Sales Team into your Content Marketing and Social Media Marketing efforts. Support them with Linkedin Profiles, vale-added content they can share with their prospects, and train them on how to engage prospects in social media. Give them testimonials and case studies they can leverage to open doors with Health IT decision makers.

3. Social Media- Make social media a marketing and sales team effort. Train the Sales Team on how to engage, enter conversations, and add value on Twitter, Linkedin, and Google+. Provide them with the content support needed to deliver this value.

4. Outbound Marketing- Reach out directly to interested and qualified prospects with email, mail, and phone contacts. Invite these prospects to take the next step in the Buying Journey. Invite them to a webinar, a personalized online consultation, and ultimately a face to face sales meeting. Keep testing and tweaking the process based on actual results.

Omnimarketing is an integrated marketing approach that incorporates content marketing, social marketing, and social selling. Omnimarketing matches how your buyers access information, research solution options, participate in social media, and the devices and platforms they use to communicate. Omnimarketing meets your digital health decision maker where he or she lives online.

Omnimarketing isn’t a push marketing approach. It’s a systematic way to engage the right prospect at the right time with the right message using the right media platform on the right device.




 

 photo credit: eriwst via photopin cc

 

Marketing Health IT NOW... in 2013
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