How to Use Inbound Marketing and Personas to Sell Health Products Online

September 22, 2023

Inbound marketing is a highly effective strategy that can help B2B and B2C healthcare companies achieve marketing and sales goals. By developing buyer personas, creating targeted content, and using analytics to guide your efforts, you can capitalize on driving organic traffic to bolster online sales for your organization.

Let’s walk through the steps of how to sell health products online utilizing the inbound method.

Define your buyer personas

Before you start any marketing or sales activities, the first step is to define your buyer personas. These are fictional representations of your ideal customer based on research and data.

Buyer personas should include demographic information, such as age and gender, as well as their pain points, challenges, and goals. Understanding these characteristics allows you to create helpful, personalized content that resonates with your target audience.

Personas help you better understand your customers' specific needs, behaviors, and concerns. This knowledge allows you to develop strategies and campaigns with them in mind. Regularly reviewing and updating personas based on changing healthcare industry trends and customer feedback is also critical.

Ready to partner up? Schedule a time to chat with the Raka Health team.

Curate relevant content

Once the personas are defined, it is important to tailor the content to address their specific needs. This includes using language, tone, and messaging that resonates with each persona.

For instance, content targeting healthcare professionals (like doctors, scientists, lab managers, etc.) may require a more technical and clinical approach. In contrast, content aimed at patients might focus on empathy, education, and reassurance. By providing value to your potential customers, you build a relationship with them and establish your brand as a trusted authority in your industry.

In addition, marketers should consider the channels through which each persona prefers to consume content. Healthcare professionals are likelier to engage with whitepapers, research studies, or professional networking platforms, while patients prefer social media platforms, blogs, or email newsletters. Creating trusted content for your buyer personas makes them more likely to trust your brand and become a customer.

Allow analytics to guide your efforts

Analytics are crucial to the success of digital marketing. The utilization of big data in healthcare presents significant opportunities for improving patient outcomes and cost management and advancing marketing efforts. Healthcare organizations can unlock valuable insights into patient behavior, preferences, and trends by harnessing data analytics.

When you’re looking into analytics, be sure to incorporate keyword research into your data pull. What keywords are you ranking for successfully? Which keywords are you missing the mark on? The keywords can inform your content and content offers. Be sure to keep your buyer personas in mind when you create this content.

Essentially, the data informs and guides targeted marketing campaigns that resonate with target audiences, leading to improved brand recognition and customer engagement. You can see which content is getting the most engagement, which social media channels drive the most traffic, and which email campaigns generate the most leads. Companies can also use the data to determine which products are tracking with customers. This influences which products companies focus on and which products are at the forefront of marketing campaigns.

Putting it all together

HubSpot is an all-in-one solution to help manage your product-based business's marketing and sales tactics. It includes features such as CRM, email marketing, social media, and analytics. By using HubSpot, you can streamline your marketing and sales efforts, track leads and sales, and manage your customer relationships. This can help save time, increase efficiency, and, ultimately, grow your business.


With HubSpot’s marketing and sales automation, workflows can streamline tasks such as lead nurturing through automated email follow-ups. When customers purchase products, Sales Hub enables companies to create deals HubSpot’s CRM takes each of your leads’ actions and adds data points for a company’s marketing strategy, indicating what products customers are looking for.

Incorporating HubSpot buyer personas allows you to gain valuable insights into the performance of your marketing strategies for each persona. The data can help you identify buyer personas most responsive to your email campaigns, newsletters, landing pages, CTAs, and other marketing efforts.

Furthermore, with HubSpot buyer personas, you can design comprehensive marketing campaigns tailored to a particular persona. For example, let's consider VP of Sales Steve as one of your buyer personas. With HubSpot, you can create personalized nurturing email workflows, content offers, and more, all aligned with the preferences and characteristics of VP of Sales Steve.

Want some help?

We’d love to help you define buyer personas, curate content, analyze the data, and put those tools to work on HubSpot’s powerful platform.

Get in Touch Today