“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Many in the industry face outdated systems that don’t integrate with one another causing a lot of friction and disjointedness.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 we mentioned above. HubSpot was created so that never again do you have multiple databases that you are trying to force to work together, 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 platform is powerful alone, but the real magic happens when you use them together.
Hubspot’s CRM will help you to create a connected customer experience for individuals and companies seeking your services. It also allows you to automate and unify your sales, marketing, and service teams so everyone is on the same page. Likewise, you can 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.
HubSpot’s Sales Hub is a time-saving tool that provides you with an in-depth 360 degree view of your prospects while minimizing your busy work and giving you time to close deals. The Sales Hub will also help you leverage documents, track bids and proposals, ensuring the right follow-up communications occur. The Sales Hub also helps you track revenue by deal stage across various pipelines as well. You can also 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.
As we mentioned above, HubSpot deals provides a single location for sales cycle details which can help your teams’ performance numbers and revenue goals. Likewise, the document library will help you manage content, make it self-serve, and aggregate data about its usage so you can gauge content effectiveness.
HubSpot’s Marketing Hub is a CRM-powered marketing platform that allows you to create, manage, and track your campaigns. It provides you with everything you need to get found, engage new people, and nurture them. It also provides you with informative data to steer future marketing efforts and track your PPC ad campaigns all in one platform. You can also use the Marketing Hub to develop lead nurturing workflows to educate consumers and manage and automate your social messaging.
With HubSpot, you can create dynamic personalized emails at various stages of the buying process to connect with customers at all stages of the buyer’s journey. Triggers for various behaviors and different stages will help your customer get the right email at the right time, while you get notified when they are ready to commit.Also, with HubSpot’s workflow tool, you can publish and schedule to publish content to your social accounts at the recommended time for your target audience.
The Service Hub is another well-crafted HubSpot tool that allows you to provide superior customer service. You can create custom properties to track leads and customer’s preferences to enable a highly tailored and connected experience. The Service Hub also allows you to leverage tickets and a customer portal to track, manage, and resolve customer issues. You can also develop knowledge-based content that allows customers to self-solve. With Service Hub, you are able to monitor how quickly a customer’s questions are answered and problems are resolved as well as create surveys to measure customer satisfaction and your companies net promoter scores.
With a shared inbox, you can connect you teams. Email, live chat, Facebook Messenger, and more to one universal inbox to make everything visible to your teams and make it easy to manage. Video messaging is available right inside HubSpot as well. You can create and use them to build stronger relationships during your onboarding process or for customer relationships.
In your industry, where a majority of your customers are searching for you, it’s essential that they are greeted with a high quality website with all the information they might need to make a decision. With CMS Hub, you can create a secure, mobile-optimized website that is responsive, easy to understand, and optimized for quick, mobile, on-the-road inquiries. Also, you can compile a resource center to leverage forms and essential information consumers want and need while you gather information about potential buyers. The Hub will also help you to create a modern and attractive website with a chat option where customers can ask the questions that are on their minds in real time, 24/7. Likewise, HubSpot’s CMS Hub has the tools to manage your on-page SEO as well as monitor traffic sources.
HubSpot’s SEO tools make it easy to optimize your website for search engines and searches and even provides recommendations to improve your SEO performance. Likewise, with website tracking, you can track every visitor to your site in one place and use your CRM data to create personalized digital experiences.
The Operations Hub seamlessly integrates with all the other tools 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.
Once you decide that HubSpot is right for you, Lovable Marketing makes it easy for you to integrate, get up to speed, use it, and experience success quickly. With dedicated onboarding and one-to-one training, your teams will be up and running swiftly. You can also rely on HubSpot day or night with 24/7 phone support.