Agency Explores Inbound Marketing Strategy in Healthcare

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Smith & Jones releases newsletter about content marketing to attract e-patients.

Healthcare marketing specialists, Smith & Jones, released a new issue of Protocol about inbound marketing and how physicians and hospitals can use it to engage prospective patients.

Protocol is a newsletter for hospital executives and practice administrators. This issue, titled “Engage Patients with Inbound Marketing,” discusses the differences between outbound and inbound marketing, examples of inbound marketing for healthcare organizations, why hospitals need inbound marketing, and how to get started and involve all staff members in content creation.

Patients today want to be in control of their healthcare decisions by researching and digesting health information on their own terms through search engines and social media platforms. Outbound or traditional marketing messages may build awareness of hospital brands, but inbound marketing can help hospitals and physician practices engage patients and provide the depth of information that traditional marketing doesn’t allow. 

“Some hospitals or physician practices may get discouraged when inbound marketing doesn’t work overnight,” said Mark Shipley, President and Chief Strategic Officer of Smith & Jones. “The truth is that inbound marketing needs to be allotted adequate time and resources to work. When done correctly, it provides clear results and measurable ROI.”

To learn more about developing an inbound marketing strategy at your hospital or physician practice, read “Engage Patients with Inbound Marketing.” Access this issue and subscribe to Protocol at

About Smith & Jones
Smith & Jones is a healthcare marketing agency based in Troy, NY, that specializes in marketing for hospital systems and large physician practices. Learn more at

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