TIME – it’s the most precious resource we have.
What would you do with a little more time in your day?
Would you make more progress on that new business initiative?
Would you spend Fridays on the driving range (if you don’t already)?
Who couldn’t use more time in their schedule? Automation is designed to give us time back in our day by completing tasks automatically rather than manually.
Automation has become a critical tool for optimizing marketing efforts. It can save time on repetitive tasks, create consistency with brand messaging, allow for personalization, and tie attribution to the tactics moving the needle. But with so many different automation tools on the market, choosing the best one for your marketing needs can be challenging. In this article, we will explore five automation tools for healthcare marketing.
HubSpot
HubSpot is a powerful marketing automation tool that offers a wide range of features, including email marketing, social media management, landing pages, and analytics. The platform allows you to automate your marketing campaigns, making it easier to track the performance of each campaign and measure the ROI. HubSpot also integrates with many other tools and platforms, making it easy to create a seamless workflow for your marketing team. A free version is available for companies with less than 1,000 contacts, making it a great option for small practices to grow into.
POV
Hubspot is a powerful tool and can allow you to scale up your marketing efforts quickly and cost-effectively.
Adobe Marketo Engage
Marketo Engage is another popular marketing automation tool that allows for personalized patient experiences. Marketo connects lead management, email marketing, social media management, and attribution all in one hub. One of the most significant benefits of Marketo is its ability to prove the value of your marketing efforts with reporting that provides a holistic picture of the patient journey from first touch to conversion.
Adobe Marketo Engage claims to provide the tools and protections to ensure that healthcare clients can securely use data that falls under HIPAA in their marketing activities. However, Marketo is not known for offering a BAA, so check with your compliance manager before committing to an agreement.
POV
Marketo has been known for not signing a BAA for HIPAA compliance. Check with your internal compliance team about their requirements for data security.
Salesforce Marketing Cloud
Salesforce Marketing Cloud is an all-in-one marketing automation tool that offers a suite of features for healthcare marketers. Like Marketo, the Salesforce platform includes features such as lead management, email marketing, and social media marketing. Salesforce Marketing Cloud also offers advanced analytics and reporting to help you track the performance of your campaigns. The software is user-friendly, and the customer support team is available to help with any issues you encounter.
POV
Salesforce is one of the most well-known and expensive platforms. I’ve seen many companies buy this pricey platform and only utilize 10% of its capabilities. Compare with other platforms like Zoho or Hubspot before committing to one solution.
Act-On
Act-On is a marketing automation tool that offers a variety of features to help healthcare marketers optimize their campaigns. The software includes features such as lead management, email marketing, and social media marketing. Act-On also offers advanced analytics and reporting to help you track the performance of your campaigns. The platform is user-friendly, and the customer support team is available to help with any issues you encounter. It’s also HIPAA compliant.
POV
Act-on is not as well-known as the other marketing automation platforms but has extensive capabilities. Ask for a demo to see if it fits your needs.
Sprout Social
For social media management, Sprout Social is popular among marketers in every industry. The platform offers a range of social media management features including analytics, and engagement tools. With Sprout Social, you can schedule and post on multiple channels, monitor and respond to patient inquiries, track performance across different social media platforms, and analyze the effectiveness of your social media campaigns. Sprout also helps you keep a pulse on your competitors and how your accounts stack up against them.
POV
Sprout Social is one of the higher-cost platforms for managing social media because they offer many bells and whistles like social listening. Start with a free trial to test out the functionality.
So, to wrap up, automation tools can streamline your marketing efforts and improve overall efficiency. But they’re not a set-it-and-forget-it tool. No matter which platform you choose, the tools won’t do all of the work for you. Strategy, planning, and content creation are still the responsibility of the marketer.
Once you set up HubSpot, Marketo, Act-on, Salesforce, or Sprout Social, you’ll be able to better engage with your patients, build stronger relationships, and ultimately improve patient outcomes. Whether you are a small practice or a large healthcare organization, these tools can help you stay ahead of the competition and achieve your marketing goals.
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