“Expectations for personalized and convenient products and services are at an all-time high. With information at their fingertips, patients are now 100% involved in their healthcare choices.”
As consumer knowledge and expectations grow, healthcare companies have to expand and get better at not only promoting their services and building brand awareness, but growing their offerings to match a well-informed audience. Let’s dive into the marketing automation challenges facing the healthcare industry, and how HubSpot might be able to help.
Healthcare Growth Challenges
Healthcare companies are faced with a number of challenges. One of the most essential is making sure everything they do is compliant with HIPAA regulations. Additionally, they struggle with alignment of information across databases and teams. Equally challenging, many healthcare companies struggle to communicate in a timely manner, and to track and share key data that is important for growth and strategy development.
One critical challenge within the healthcare industry is compliance. With HIPAA, there is tight regulation on what information can be used for marketing purposes. Fortunately, with HubSpot you can be HIPAA compliant as long as you aren’t collecting Protected Health Information. Only when your leads become patients (buyers) must their information be removed from your HubSpot Marketing CRM.
- The healthcare industry is made up of many disparate parts that need to work together.
- Healthcare technology systems are often disconnected.
- Sales and marketing are often siloed and working on conflicting initiatives.
Many in the industry face outdated systems that don’t integrate with one another causing a lot of friction and disjointedness. Another big challenge is that sales and marketing teams are often their own little islands working separately on conflicting initiatives and not sharing information.
- Marketing departments are creating content and sales teams are unaware it exists.
- Service line growth and patient retention are inhibited due to communication inconsistencies.
- Legal and compliance reviews slow down the timing of communication.
Again, that issue between sales and marketing causes many healthcare companies growth to be stymied. Service line growth and patient retention are also hindered because of inconsistencies in communication. And, one of the key communication challenges is that legal and compliance reviews and processes affect the timeliness and relevance of communications.
Reporting is also a common challenge for healthcare companies. Many are still relying on manual processes that require pulling data from various sources. They also lack real-time insights that prevent them from engaging authentically with consumers and making direct correlations between marketing initiatives and organizational KPIs.
Some additional thoughts before we dive into how HubSpot can help. Let’s consider that 5% of all searches on Google are about healthcare. While the average cost for leads is a shocking $286, only 28% of healthcare marketers have a content marketing strategy–which is good food for thought as you plan for the future.
Top Five Patient Expectations
- An easy-to-navigate website and ability to make appointments
- Services and pricing transparency
- Personalized communication
- Individualized treatment
- Improved accessibility with options
Considering what consumers want should always lead any strategy discussion. Today’s healthcare users expect easy-to-navigate websites that allow them to self-serve content as well as make appointments. They long for services and pricing transparency that is still ambiguous and evasive. As with most consumers and across industries, they want personalized communications, individualized treatment, and improved accessibility with options as well.
Why HubSpot for Healthcare?
HubSpot’s CRM platform has all the tools and integrations you need to solve for the many challenges mentioned above. HubSpot was created so that never again do you have multiple platforms you’re trying to force to work together, and instead everyone is operating from one single source of truth. Likewise, each one is intuitive and easy to use for the ultimate customer experience. Each product in the HubSpot CRM platform is powerful alone, but the real magic happens when you use them together.
HubSpot helps you to create a connected customer experience for individuals and companies seeking your services. It allows you to automate and unify your sales, marketing, and service teams so everyone is on the same page. It allows you to create workflows that make communication more efficient, while at the same time tracking them to ensure all leads are followed-through and buyer’s needs are met.
Sales Hub, Marketing Hub, Service Hub, CMS Hub, and Operations Hub are each part of HubSpot’s connected CRM platform to help you grow better. When you use two or more hubs together, your data is automatically connected on the platform, enabling you to easily (and powerfully) track your entire customer journey from first website visit, to closed deal, to happy customer.
HubSpot Sales Hub is a time-saving sales CRM that provides you with an in-depth 360 degree view of your prospects, while minimizing busy work and giving your sales team time to close deals. Sales Hub can also help you leverage documents, and track bids and proposals, ensuring the right follow-up communications occur. Sales Hub helps you track revenue by deal stage across various pipelines. Create email onboarding sequences to automate deal stage communications and reduce manual follow-up for recurring communications. And, that is just the tip of the iceberg.
Rather than using multiple tools to accomplish each of these tasks separately, HubSpot’s sales software enables teams to do all their work under one roof. Save time and energy by using a single tool, rather than splitting up your team’s energy (and information) across multiple platforms..
HubSpot Marketing Hub is a CRM-powered marketing platform that allows you to create, manage, and track your marketing campaigns. It provides everything you need to get found, connect with new prospects, and nurture them into buyers.
With Marketing Hub, all your marketing tools and data are in one place, so you don’t have to juggle multiple solutions and waste time stitching together reporting. It’s deeply powerful and easy to use. Last but not least, you can easily sync Marketing Hub with more than 1,250 custom integrations so your marketing team has all its favorite tools on one platform.
Popular features in HubSpot’s marketing software include the ability to:
- Build personalized, automated email campaigns
- Track marketing performance with built-in analytics and custom reporting
- Manage all your social media accounts in one place
- Design and host SEO optimized blog posts and web pages
- Get your whole team speaking with one voice with campaign management tools
Service Hub allows you to provide superior customer service. Among other things, it allows you to manage the onboarding of new customers, collect, organize, and respond to customer support requests, and ensure the growth and satisfaction of your customers.
While most customer service software solutions solve for a specific use case, Service Hub is unique in its connection to the HubSpot CRM platform. With features that make it easy to deliver authentic, personalized service, Service Hub empowers you to prioritize the customer experience.
CMS Hub is a content management system (CMS) that facilitates creating, managing, and modifying information on a website. With a CMS, your developers can build flexible, beautiful website themes that your marketing team can use to make website updates on their own, creating and personalizing your website for every visitor.
HubSpot’s CMS Hub allows marketers to take ownership over their website. You won’t have to worry about security concerns or broken pages, freeing you up to focus on the experience you’re providing customers instead. And with flexible themes, you can ensure your brand and design stay consistent across pages.
The Operations Hub seamlessly integrates with all the tools above, and allows you to connect data and automate processes for a friction-free experience between your teams. You are essentially aligning large amounts of data around a secure, single source of truth and presenting it in a clean, consistent, and easily accessible manner. Likewise, the Operations Hub helps you streamline processes that allow you to reduce manual work while at the same time personalizing your messaging and improving customer experience.
Wondering if HubSpot is right for you? Schedule a call with Carrie Gallagher at Lovable Marketing and learn how to start generating and nurturing the right leads for your business.