Developing Healthcare Personas with HubSpot

October 6, 2023

Did you know that 56% of companies generated higher-quality leads by using buyer personas? Creating personas in healthcare marketing enables marketers to understand and cater to the needs and preferences of your target audience, such as your ideal patients, physicians, or other healthcare professionals. By developing your personas, you can better understand their motivations, goals, challenges, and expectations and tailor your marketing efforts to these. 

In this blog post, we will explore how to develop these healthcare personas using HubSpot's free persona tool and the Persona Property in HubSpot. 

Step 1: Conduct research


The first step in creating personas is gathering as much information as possible about your target audience. Using HubSpot's tools, such as surveys, customer feedback forms, and persona interviews, you can collect information about their demographic information, challenges, goals, and pain points. You can also analyze data from your website, email campaigns, and social media to gain additional insights into their behaviors, preferences, and interests. You can use form fields that capture important persona information when creating forms to use on your website. For example, if all of your personas vary based on location, ask each lead for information about their location on your forms.

Some questions that can be considered when creating your personas include:
  • What are their interests?
  • How do they consume information?
  • What are their pain points and needs?

Once you have gathered sufficient data, it's time to start looking for patterns and commonalities. Identify the key characteristics of your audience, such as age, gender, profession, income, education level, geographic location, and psychographic information like values, interests, and attitudes. Compile this information into separate profiles to create personas.

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Step 2: Define your personas

Give each persona a name, age, and a brief overview of their key characteristics. Capture their needs, requirements, and personal goals. Establish a complete backstory for each. Doing this will help you center your messaging on solving their problems. Make sure to describe their interests, motivators, challenges, and expectations from a healthcare facility or provider. 

HubSpot’s Persona Generator can make the process even easier. Simply plug in the details like age, education level, industry, company size, job title, and more. The generator then guides you in creating a buyer persona step by step. If you prefer to build your personas manually, you can simply fill them out under the Persona Property in your HubSpot settings. From there, you can designate which persona fits each contact in their contact record for easy tracking and automation. 


Step 3: Use your personas for content development

To get the most out of your personas, make use of them when creating content. For instance, when creating content for your healthcare blog or whitepapers, focus on your persona's concerns and questions. It will help you build the foundation of a comprehensive and audience-focused content strategy. When you create landing pages, use your personas to create compelling value propositions and calls to action that resonate with your audience. 

If you are marketing to a younger audience, it’s important to know that they rely heavily on social media for marketing and answers to their questions. Knowing where your audience consumes their media can distribute content where they are most likely to see it. If there are particular pain points for a persona, personalized content can be created for them.

Step 4: Use HubSpot to track leads

HubSpot also allows you to track leads by persona, which can help you prioritize your marketing efforts. You can use your personas in your lead tracking to ensure you get the right message in front of the right people. Developing email campaigns, landing pages, and content ensures each lead gets a customized experience based on their persona.

In conclusion, creating personas is an essential part of healthcare marketing. By using HubSpot's persona tool, you can better understand your target audience and tailor your marketing strategies to match their needs and preferences. You can build a more effective marketing campaign that attracts and retains patients and healthcare professionals through research, identifying key characteristics, defining your personas, and using them for content development and lead tracking.

Start creating your healthcare personas today

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