When it comes to growing your medical business in the online world, you have two options: Organic or Inorganic. While, both of them cost, in terms of resource, money, time and labor, there are major differences between them. The differences range from speed of growth to finance required to the labor necessary.
As a medical clinic, you want to establish your brand in the online world. Doing so will help you create brand awareness, attract customers, and generate revenue. However, picking between an organic or inorganic method may have you splitting hair. This article will cover which path is right for you.
In its simplest term, organic growth refers to growth that occurs naturally – without any spending on advertisements. Your most basic presence in the online world refers to organic growth. This includes having a website and social media profiles. For organic growth, you are required to blog regularly, put up posts frequently, and have active social media profiles.
Inorganic is paid advertisement in the online world. You are able to reach out to online users who have not heard of your medical clinic, but are also searching or potentially interested in medical services. Today, online platforms gather in-depth data on online users. This data ranges from their search history to likes, dislikes to their interaction with other brands. Through the massive collection of data, online platforms are able to effectively estimate which users are looking for the medical services you offer.
Online paid advertisements include Google Ads, Facebook Ads, Sponsored posts, etc.
The Sales Funnel of Organic and Inorganic
Rather than compare the pros and cons of these two methods, you can get a thorough understanding of the difference between organic and inorganic growth by looking at the sales funnel. A sales funnel identifies the steps or process your target audience goes through before finally taking action and reaching out to your clinic.
Organic Sales Funnel
Through search engines and social media platforms, your audience becomes aware of your brand.
Top of Mind Presence
By being active through blogging and social media posts, your clinic brand builds a top of mind presence.
By creating a top of mind presence, your audience becomes interested in your brand and finally follows your social media profiles or subscribes to your blog.
Interest in Service
At this stage, your audience has an interest or need for your service. This could be due to medical illness.
Since your audience follows your brand, they easily recall your brand when they require your service and take action.
An organic sales funnel is slow and can take as much as a year before you actually start converting your audience. For an organic sales funnel to be successful, you require:
Time: It is a time consuming process that you must stick to for at least year.
Labor: Skilled human resources are required to frequently blog and update the social media pages.
Inorganic Sales Funnel
The audience is interested in medical assistance.
Through advertising, your brand and service appear on their search result or social media feed.
Because the advertisement appears to them at the opportune moment, they take action.
An inorganic sales funnel works quickly and brings your audience directly to your brand and services. For an inorganic sales funnel to be successful, you require:
Finance: You need a sufficient budget to ensure you can advertise online. While it is not expensive like traditional advertising, it requires substantial investment.
The inorganic sales funnel appears to your audience at the right moment. This right moment is when they are interested in getting medical assistance. However, they have not heard of your medical clinic at all. Yet, thanks to paid advertising, your ad appears to them at the opportune moment and converts them.
Which one do you Choose?
The right choice, when it comes to organic or inorganic online growth, largely depends on your objective.
Increase followers within a short time period
Direct traffic to your website
Conversion and Sales
And, this does not even include your available budget. If you do not have the sufficient budget, your best choice would be organic growth. Organic is slow, however, it is quite cheap to perform. More importantly, it is able to achieve all objectives of brand awareness, relationship building, increase followers, drive traffic and sales – however, the only catch is that it requires time and frequent organic activity from your brand.
Actually, the Best Options is – Both
So, ultimately, you either choose an organic or inorganic online growth for your medical clinic. However, the real best choice is if you choose both, and here’s why.
Your Brand Needs to be Active
Even if you choose inorganic online growth, it is necessary for your brand to be active organically. Paid advertising is a poor substitute for brand building. Your website and social media pages should have content for your audience to discover more about your brand.
Inorganic Growth is Temporary
Chances are that you aren’t going to have paid advertisements continuously. You may have it for one or three months. What happens when you stop those advertisements? All the momentum, traffic and followers you have built will fall flat – if you don’t have organic content to show for it. For example, if you have gained 1000 new followers on you social media profile through a paid campaign, it is necessary for your clinical brand to continue to appear on their feed – this can be achieved through organic activity.
The challenge for running an organic and inorganic campaign together is of budget and human resources. However, through smart allocation and division, it can be done. And more importantly, you will be able to achieve your business goals.
Inorganic and organic growth are not two opposite ends of the spectrum. If done right, they can harmonize and give your clinical brand a big boost in number of followers, traffic and sales.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.
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