Opportunities for Health Marketers to pick up their game?  You bet.  Last week I wrote about five ways to perfect your internet marketing funnel to engage targeted prospects and move them toward becoming customers, and now I want to specifically apply that thinking for the health marketing field. We have several clients in this industry, and I am attending the Health Summit of Content Marketing in Cleveland next week and have been doing some research on same.

Four funnel marketing goals…

In general, medical and health B2B companies need to get more comfortable in boosting social connections and using content marketing tactics.  To see what I mean, below, we’ll look at a couple of medical/health companies that will be in attendance at the Health Summit — BioEnterprise, and Cook Medical.

WebDirexion Marketing Solutions Formula

Webdirexion uses the marketing tactics from circles at left above to pull target personas into the four goal path in your marketing sales funnel at right.

I’ll tell you why I believe they  need to focus their marketing better on the following four goal steps in the marketing funnel, where by “funnel,” we mean that we are compelling prospects to move through the sales cycle, step by step, toward the close as new customers.

The four goals on which we focus our Webdirexion campaigns are:  getting visitors, engaging target personas, converting visitors to prospects, and converting prospects to leads — shown in funnel diagram at right.  This is usually the point at which the Marketing people hand over the last leg of lead nurturing to the sales team who then use a good CRM like SalesForce on their way to creating new customers.

Two critical questions for B2B Health Marketers

Using this marketing model for our guide, we can ask two critical marketing strategy questions:

  • Is my marketing attack designed for strength in the big four funnel goal areas?
  • Is my company making real personal connections with prospects via smart content and social marketing tactics?

The last question follows from the proven advertising tactic of emotional engagement with real human beings.  People buy on emotion in the end — not logic.  And people like to buy from those they feel they know.

“I may be noticing a pattern here — several of the sites we reviewed already are strong in what I would call the “online brochure” aspect of their web presence, but not yet taking advantage of both social and content marketing opportunities to grow qualified connections that will lead to sales.”

The the two companies below are not clients, just some sites for which we did our full Site Marketing Review analysis with health scores for SEO, Social Media, and Content Marketing, because we knew they where attending the summit.  I’ll give you a brief take here and how it applies to the above points, but please contact us if you’d like to receive a longer form of our no obligation Site Marketing Health Review.

Bioenterprise corporation

(click pic to visit site) The company describes itself on its homepage like this: “BioEnterprise is a business formation, recruitment, and acceleration initiative designed to grow health care companies and commercialize bioscience technologies.”

How two health industry companies can mount a stronger marketing attack

BioEnterprise:  BioEnterprise, a Cleveland based business formation and accelerator, does a good job of visually speaking to its mission — you learn a lot about what it does when you review the site.  But our Site Marketing Review, which digs deeper than that, uncovered a lot of room for improvement in SEO, Social Media, and Content Marketing.

  • More Strength in Four Funnel Areas:  This company can do much better in SEO to get the right visitors.  It then can engage visitors much better using proven content marketing tactics like a blog with articles from their staff thought leaders to build credibility and connection.
  • Grow Personal Connections:  The company does have a FaceBook and Twitter account, but they use it not to make real comments from real people in their company.  Instead they are mostly just robo-parroting out news items about their company with links back to articles that discuss the company and its services, but not the people with whom a prospect might like to make contact.

(click pic to visit site) Cook Medical describes the company on its about page like this, “Since 1963, Cook Group companies have been among the leaders in developing healthcare devices that have improved lives around the world. “

Cook Medical:  This company is actually a holding corporation for a group of companies and divisions that make medical devices. They do a good job of providing an overview of their products and strengths, but in a cold inhuman way with no pictures of the people behind the products or the people their products help, on their home page.

  • More Strength in Four Funnel Areas:  Like BioEnterprise, this company can do much better in SEO to get the right visitors.  There is a good sized PR team listed on the site, and while that is good for getting the hard news out, it does not serve yet to post articles that a) show why their engineers are better than the competition — by having the engineers featured and quoted on their blog, and b) put the sales and management team out front as thought leaders and approachable contacts. .
  • Grow Personal Connections:  The company has no social icons linked to accounts where they could engage prospects on its site.   They may currently have doubts about the ROI for social media marketing work, like so many in this industry.  The secret is to focus on where prospects are — like specific linkedin groups — and seek to engage them via an efficient social media campaign tied to measurable goals.
I may be noticing a pattern here — several of the sites we reviewed already are strong in what I would call the “online brochure” aspect of their web presence, but not yet taking advantage of both social and content marketing opportunities to grow qualified connections that will lead to sales.  This is probably one reason they’re sending staff to the Health Summit at Content Marketing World — more on that in a forthcoming article.


Scott Frangos


Scott serves as Chief Optimizer on the Webdirexion team for both development and content marketing strategy, and is the author of the new book, "The Marketer's Concise Guide to CRO" (Oct. 2015). He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery (Udemy), and RACE Digital Marketing (Smart Insights). Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area. He currently teaches WordPress Content Marketing Power, an online course through Udemy, and has spoken at several Content Marketing conferences.  When he is not geeking out on a Mac, Nexus 7, or Google Chromebook, he enjoys Tai Chi, walking with his two dogs, and survives on Coffee and Pizza.

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