What is inbound marketing? Inbound marketing is a strategy that has emerged with the advancement of technology. With the rise of technology like DVRs and remote control Mute buttons, consumers began to ignore traditional ads. Furthermore, with the web came new methods for consumers to discover and interacted with businesses and brands. As Brain Halligan, cofounder and CEO of HubSpot, states, "I felt as though many marketing agencies were, and still are, trying to cling onto the Mad Men marketing methodology. They want to brood over their grandiose and flowery advertisement campaigns... [Traditional ads] allow them to safely distance themselves from the nitty-gritty operations side of marketing and direct contact with the end consumer.” (The Marketing Agency Blueprint). When information awe don’t necessarily need is thrown at us constantly, we grow increasingly able to tune it out entirely. On the flip side, inbound marketing favors hyper-targeted audiences by developing sample buyer personas and giving customers products or services they can actually put to use. With new research techniques for health businesses online, there are a few things to keep in mind when embarking on an inbound marketing journey.