How to Use Marketing to Promote Your CRO

Your CRO needs to have an effective marketing presence to generate contact info and leads for your company. What strategies must your company implement to stay competitive in the market of ophthalmology?

Inbound Vs. Outbound

“Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. Outbound marketing is a traditional form of marketing and in which a company initiates contact with potential customers, or leads.”

Learning the difference between Inbound and Outbound marketing is an early stepping stone one must face when developing a marketing strategy. It is generally agreed upon by the marketing community represented by Demand Metric that you need a balance of Inbound/Outbound marketing to achieve success for your CRO.

Polls results regarding tactics

Demand Metrics logo

Achieving a balance between Inbound and Outbound marketing is a necessary step to ensure success in generating leads for your company. Let’s dive into how to generate leads for your company.


Generating Leads

One statistic that should be closely monitored by your marketing staff is the effect of generating leads with your content. Leads create work for your CRO, and is a great springboard for potential client communication. For example, generating blog posts that attract interest in your field can garner attention to your website, thus creating a lead.

Lead generation poll results

Poll results


The marketing community represented by Demand Metric is more split on what they think of as an effective strategy to develop more leads. The surprising statistic above is the amount of marketing professionals that filled out the option “I don’t know”. An effective marketing strategy is predicated upon becoming a decisive entity, that knows exactly what they are doing and the output they will receive.  Make certain that your marketing team does not get stuck in this trap.


Engage your Clients

What do your clients want? What are they interested in? What are they going to click on? What are they going to ignore? These questions are better answered by understanding what your clients will be engaged with in regards to your content. Maintaining lists in the field of Ophthalmology is extremely important to your company success. Companies are sometimes connected, and thus creates opportunity for your CRO! The following strategies can be broken down by the indication of Inbound/Outbound marketing.


  • Social Media
  • Organic Search Engine Optimization (SEO)
  • Blogging
  • PPC


  • Emails
  • White Papers
  • Trade Shows/Conferences
  • Press Releases/ Media Relations
  • Webinars/Virtual events
  • Direct Mail
  • Print/Radio/Billboards

The marketing strategy categories above lend their own explanation. Inbound marketing brings clients in, outbound marketing reaches out to the current clientelle. Bringing your team to ARVO, for example, can show your clients that you are willing to network and keep an eye on the latest findings and trends in Ophthalmology.

Plan, meet, and discuss amongst your marketing and business development teams to make sure these marketing strategies are the right fit for your success!