5 Ways Healthcare Companies Can Use HubSpot To Improve Their Marketing

Apr 28, 2023 | Advertising, Email, Healthcare, HubSpot, Social Media, Website

HubSpot is an all-in-one customer relationship management (CRM) platform that healthcare companies can utilize to streamline their marketing, sales, and operational activities. The platform is customizable, versatile, and robust, making it an attractive choice for healthcare organizations looking to grow. While there are many uses of HubSpot, for this blog, we’ll focus on five of the top ways organizations can use the CRM for marketing purposes.

Website Forms and Lead Generation / Management

At its core, HubSpot is a contact management system, and that first means getting contacts into the database that the sales and marketing team can begin nurturing. An important way to bring leads into the pipeline is through website lead forms. A website lead form is as simple as it sounds. A form on your website that captures contact information of individuals often viewed as leads. A form can be a request to schedule a sales consultation, a pop-up form offering an e-commerce store discount, a gated research paper (where the reader must first provide their email address), or simply a form asking a contact to join a newsletter list. Forms that exchange something of value in return for contact information often have the best chances of converting, and forms placed on pages with interesting, informative content get more views.

To create a form in HubSpot, users can take advantage of the drag-and-drop form builder to select the form fields they will be using. Form fields can vary from simple text inputs to number formatted fields, file uploads, and multiple-choice, among others. HubSpot provides customization and styling options for the design and layout of the form, as well as the ability to add custom validation rules, conditional logic, and form submission actions. 

Once the form is created, companies can choose to embed the form on their website to begin bringing in leads as a standalone form or pop-up.  Once a contact fills out the form, they are now in the HubSpot database, where additional marketing actions can take place.

2) Email Marketing Management with HubSpot

One of the most important aspects of HubSpot is that the CRM provides a powerful email marketing platform that can create beautiful marketing emails similar to Constant Contact or Mailchimp. This allows healthcare companies to connect with their audiences and nurture their leads professionally and effectively. Marketers can take advantage of the simple, responsive, drag-and-drop email builder or utilize coded templates providing a higher level of customization.

In addition to designing the emails, because HubSpot is a CRM that houses a company’s contacts, targeted and segmented lists make the emails as effective as possible. Users can create and segment their lists by any number of properties as well as website page visits, past purchases, or engagement activity. Active lists allow healthcare companies to set parameters for who should be included in a list, which will, in turn, update the list automatically, adding new users as they meet the list’s criteria.

Another important feature of HubSpot’s email marketing platform is its powerful analytics. Users can track the effectiveness of their emails to determine what is working and what should be changed. With A/B testing, healthcare companies can test different email subject lines, body content, and call-to-actions to identify the most effective messaging that resonates with their audiences.

Simple unsubscribe and subscription options ensure contacts aren’t getting spammed and can safely unsubscribe from unwanted content without affecting deliverability.

3) Manage Marketing Workflows & Automation With HubSpot

Collecting contacts and sending emails is an important aspect of any marketing plan, but where HubSpot really shines is its ability to connect these two tasks and create powerful automated marketing actions that send emails automatically to contacts. Workflows and automation in HubSpot can help healthcare companies save time and resources, personalize their interactions with leads and customers, and ultimately drive more revenue. Simply put, a workflow is an automated marketing action within the HubSpot CRM.

First, marketers identify who should qualify for the workflow, and this can be based on actions or properties. Actions-based enrollment can include any contact who filled out a form, any contact that signed up to watch a webinar, any contact who visited a particular page on a website, any contact who chatted with a website’s chatbot, or any contact that purchased a specific item from your website. Property-based workflows may include any contact located in California, any contact working at a particular company, or any contact labeled as a former customer.

Second, marketers determine what should happen with the enrollees of a workflow. This often includes sending emails or reminding a salesperson to call them at specific intervals. A simple example could be to send a series of emails to any customer who has signed up for a welcome coupon code. This workflow could include a schedule of welcome emails that email on days one, seven, 14, and 30.

Some examples of additional healthcare workflows include sending targeted emails to subscribers who have downloaded a specific whitepaper or signed up for a particular webinar or customer onboarding workflows that make sure new customers receive all the resources and support they need to get started.

In addition, HubSpot workflows enable healthcare companies to score leads based on their behavior and assign them to the appropriate sales representative. This can help sales teams prioritize their time and resources and focus on the most qualified leads.

HubSpot’s workflows and automation offer a powerful solution for healthcare companies looking to streamline their marketing and sales processes. With custom workflows designed specifically for their business needs and trigger-based automation that responds to prospect and customer behavior in real time, healthcare companies can drive engagement, conversion, and revenue effectively.

4) Social Media Management

HubSpot offers a comprehensive social media management solution for healthcare companies that allows them to manage, monitor, and analyze their social media activities from within a single platform. With HubSpot’s social media management tools, healthcare marketers can streamline their social media processes, engage with their audience more effectively, and drive more traffic and leads to their website. Additional features include:

  • Scheduling – HubSpot’s social media management tool solutions allow healthcare marketers the ability to schedule social media posts for days, weeks, or even months in advance and preview them as they appear on each platform. This saves time for healthcare marketers and ensures that they consistently publish content on their social media channels. 
  • Monitoring – Marketers can also use HubSpot’s social media inbox to monitor all of the social interactions in one place, making it easy to respond to comments, messages, and mentions. 
  • Analytical Tracking & Reporting – Another important aspect of HubSpot’s social media management tools is the ability to track social media performance and analyze the impact of social media activities on business metrics such as website traffic, leads, and revenue. Marketers can use HubSpot’s social media reports to measure the effectiveness of their social media campaigns and identify areas where they can improve. 
  • Social Media Calendar – HubSpot’s social media management solution also includes a social media calendar that provides a comprehensive overview of upcoming social media activities. Healthcare marketers can use the calendar to plan and schedule social media content, track important dates and events, and ensure that their social media activities align with their overall marketing strategy.

HubSpot’s social media management tools offer a powerful solution for healthcare companies looking to streamline their social media activities and improve their performance. With features that enable marketers to schedule and publish content, monitor social media interactions, track social media performance, and plan their social media activities in advance, healthcare companies can effectively engage with their audience, drive website traffic and leads, and ultimately drive revenue.

5) Integrate HubSpot With Advertising Platforms, including Google, Meta, and LinkedIn

HubSpot Advertising Platform is a powerful tool that allows healthcare companies to create and manage their advertising campaigns across various digital channels such as Facebook, Instagram, Google Ads, and LinkedIn. HubSpot’s integration with the Advertising Platform makes it easier for healthcare marketers to streamline their advertising efforts and measure the impact of their campaigns on business metrics such as website traffic and leads.

One of the key benefits of HubSpot’s Advertising Platform integration is the ability to manage all of your advertising campaigns from one place. Healthcare marketers can create and manage campaigns for multiple channels directly from within HubSpot without logging into different platforms or tools. This saves a lot of time and effort and ensures that all your campaigns are unified and aligned with your overall marketing strategy.

In addition to this, HubSpot’s Advertising Platform integration provides robust reporting and analytics capabilities. This allows healthcare marketers to track the performance of their campaigns in real time and measure their impact on business metrics such as website traffic, leads, and revenue. Marketers can use this information to optimize their campaigns for better results and adjust their strategy as needed.

Another important aspect of HubSpot’s Advertising Platform integration is that it allows healthcare companies to leverage data from their CRM and marketing automation platforms to create more effective advertising campaigns. This means marketers can use customer data to create more targeted campaigns, personalize their messaging, and deliver more relevant content to their audience.

HubSpot’s Advertising Platform integration offers healthcare companies a powerful solution for managing and optimizing their digital advertising campaigns. It provides a single source of truth for all your advertising campaigns, enables you to leverage data from your CRM and marketing automation platforms, and offers robust reporting and analytics capabilities to track the performance of your campaigns in real time.

Overall, HubSpot is a versatile platform that can help healthcare companies streamline and improve their marketing efforts. By leveraging its various features, healthcare organizations can attract more patients, build stronger relationships, and grow their business.

Ready to get started with HubSpot?
As a HubSpot Service Partner, Conway Marketing Group is designated by HubSpot to help healthcare companies, from hospitals, clinics, and insurance companies to pharmaceutical manufacturers, maximize their use of the platform to achieve their marketing objectives.

Plus, as a HubSpot Service Partner, our healthcare clients gain a range of resources and benefits, including priority support. As a HubSpot Service Partner, our healthcare companies gain direct access to HubSpot’s support team for troubleshooting and other support requests, with prioritized access compared to non-Service Partner customers.

If you require help with HubSpot CRM integration and set-up, our healthcare branding and marketing agency can help you onboard and adopt HubSpot’s Service Hub platform, along with ongoing support to ensure their success. To learn more, get in touch with us today

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