Conclusion: Success stories of

Having visitors to our website is good, but it is not enough, as these are anonymous and we cannot track them. Once the public has reached your page,  with just one visit and end up giving us their data , becoming a lead in our database.

To do this, you must offer relevant content that interests them enough to give you their data through a form . In a topic as delicate as health, we must be careful with the type of questions we ask in a form, since it can cause distrust in the user and lower the conversion rate.

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What interesting content can we offer in the health sector?
We have several options:

Subscription to a blog with interesting articles.
Download free ebooks or guides with relevant information from the health and education sectors for your buyer persona.
Quizzes to provide users with information on where to direct their problems.
Free advice from a specialist in the specific healthcare sector.
It is important that the user must accept the company's privacy policy in accordance with the current GDPR (General Data Protection Regulation). Although it is legally mandatory in all business sectors, in the health sector the issue of confidentiality becomes even more important.

health marketing

Third phase: How to feed your database?
Once you have generated leads, it is time to nurture them, that is, to mature them and prepare them for the purchase to materialize . To do this, inbound marketing uses lead nurturing techniques  based on sending an automated chain of emails with the aim of:

Generate engagement with your buyer persona.
Show and remind you that you are in the process of purchasing .
The customer finally requests a sales contact . This is proof that he is ready to buy and is where the sales opportunity really begins.
Inbound marketing in the health sector generates a lot of value when preparing for purchases, adapting to the new sales process of the 21st century, where cold and intrusive calls are becoming less and less effective.

inbound marketing in healthcare
Finally, we would like to mention two examples of success stories from the health sector that have applied inbound marketing strategies:

Bavaria Clini, Germany,  kuwait data Austria and Italy, which is dedicated to ophthalmology. In just the first year of its inbound project, it managed to convert a high volume of organic traffic into a database of people who wear glasses, from which contacts can be gradually matured, so that they become enquiries and, finally, clients.

Some figures from the inbound marketing project of Clínica Baviera :

It has allowed them to accelerate traffic to their website and achieve 887,252 visits in the first year alone.
They generated 4,795 leads and closed 57 first queries in the same period.
By the end of 2018, they had reached one million visits from the organic channel alone