Opportunity Lost: When Inbound Marketing Doesn’t Work

By Stewart Gandolf
Chief Executive Officer

five minutes or lessWhen opportunity knocks, you’ve got five minutes or less to answer the door or the game’s over. Consider this: The most wasteful expense in inbound marketing occurs when you fail to respond quickly…or at all.

Healthcare providers, hospitals and medical practices pump big bucks into content-driven, inbound marketing efforts that engage and entice prospective patients to come to you. They often employ a challenging combination of online search, web forms, landing pages, social media, blog posts and other tools.

The first product of inbound marketing is opportunity knocking via web-generated prospects that reach out for more information, a live person to talk with, or a desire to make an appointment. More often than not, this balloon of this magic marketing moment bursts without an immediate response or reply. Would-be patients quickly go elsewhere.

Studies confirm that you’ve got only moments—five minutes or less—to respond, reply or call or the moment of interest or need drops from “sizzling-hot” to “no-way or never.” Considering that the Internet moves along with the nano-second speed of a mouse click, a five-minute gateway allowance seems incredibly generous…and maybe unrealistic.

There are startling numbers in an in-depth MIT study of Lead Response Management:

  • Prime inbound marketing leads decay rapidly after five minutes, and your odds of ever reaching a web-generated prospect plummets by 900 percent.
  • Data from other sources, such as InsideSales.com, confirm that nearly 80 percent of customers buy from the business that was first to respond.

Therefore, the faster you respond to an inbound inquiry, the consumer is better served, the likelihood of success increases greatly, and your investment in inbound marketing has a fruitful payback.

Similarly, we’ve seen six-figure advertising efforts go down the tube when nobody answers the phone, can’t properly handle the call, or the office is “closed for lunch” just when the prospective patient is most interested.

Creating an inbound marketing system…

This five-minutes-or-less advisory is a reminder that your inbound marketing effort is a bottomless bucket without a first-class system in place to capture enquiries and, most importantly, to provide a fast and responsive reply almost instantly.

If you would need some third-party assistance in evaluating your present plan, or help building a new cost-effective inbound marketing system, connect with us here.

Five minutes is an Internet eternity for people searching for an answer to their healthcare need.

Stewart Gandolf, MBA

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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