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The Role of Automation in Digital Marketing

By Caitlin Malone on September, 26 2018
Caitlin Malone

Caitlin is a born and raised FL girl. Her passion for creating digital marketing content shines brighter than the Florida sun. Known as THE grammar guru, she has a keen eye for catching the most minute mistakes when it comes to marketing copy. When she isn't knee deep in content, she's living her best life as a fur mom to her three dogs Yuki, Soba, and Kuma.

It feels like we can pretty much automate everything these days. From paying our monthly bills to managing our home appliances, nothing is off the table—even when it comes to our marketing efforts.

At the end of the day, automation is a 21st-century perk that makes life a little easier. Nowhere is this more true than in business. Between 2016 and 2017, in-use marketing automation platforms grew 36 percent.

As technology continues to evolve at a rapid speed, marketers are going to have to evolve right along with it. Here's everything you need to know about automation in the medical marketing industry.

Medical Marketing and Automation

Digital marketing and advertising has grown incredibly fast over the past decade, eclipsing all other forms of traditional marketing. This growth has given rise to a slew of new automation technology designed to keep up with it all. Automation allows brands to take a set-it-and-forget-it approach to time-consuming marketing tasks. This includes sending emails and newsletters, posting status updates across social media channels, carrying out ad campaigns and more.

Putting your marketing efforts on auto-pilot is a good thing, especially in the medical marketing community. Doctors who are busy managing their own practices and tending to patients have enough on their plates. This is where digital marketing agencies come in, specifically those who specialize in medical.

But marketers need to be careful not to rely so heavily on these technologies that they neglect one of the most important pieces of the puzzle—generating in-bound leads. In other words, your marketing tools are only as good as the leads they nurture. The truth is that marketing automation tech should support your overall strategy; not lead it entirely.

So how do you generate meaningful leads? It's a multilayered answer, but the core of it is understanding your potential new patients. What matters to them? What influences their decisions, and what problems can your practice solve for them? Creating in-depth patient personas is a great place to start answering these questions.

Another important point: Like any other piece of your marketing plan, automation should always be connected to revenue goals. Whatever you automate should be relevant, highly targeted, and on message, otherwise it's bound to fail. That's not to say you should bombard potential leads with aggressive sales pitches. Instead, think of automation technology as a way to build organic relationships and establish trust.

Ren Scott Creative is a full-service medical marketing agency that strikes the perfect balance. We're in the trenches, keeping up with every new digital marketing trend that hits the industry. We understand that marketing is continually evolving, and keeping up with that evolution is vital. We're here to elevate your digital marketing and advertising strategies to do just that.

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