Healthcare Success

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How to Market Sensitive Healthcare Topics: A Guide

When my wife Clara met her new workout trainer, he asked, “What can I help you with?” She replied with a smile, “menopause.” She elaborated, “My doctor helps me with hormone therapy, and I work out five days a week at a boot camp. But I feel stuck with the way I look and feel. […]

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What Is Schema Markup for Healthcare & Why Is It Crucial for Modern SEO?

Schema markup is one of the levers that search engine optimization (SEO) specialists can leverage. Yet, it is surprisingly underutilized, making it an opportune way to increase your healthcare organization’s visibility on search engine results pages (SERPs). According to SEMRush, 92% of the top 10 results in Google Search incorporate schema markup. Although correlation does […]

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9 Preventive Healthcare Marketing Strategies

Marketing the importance of preventive healthcare services is challenging, costly, and often conflicts with consumer behavior. Despite these hurdles, the urgency to promote prevention has never been greater. Why? The growing number of people diagnosed with preventable chronic diseases each year is staggering (think cancer cases resulting from smoking and diabetes and heart disease cases […]

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Is your email marketing HIPAA compliant? Do you have adequate encryption at every step? Are you sure? Remember, even a patient’s email address could be considered PHI if linked to a health condition or treatment. If you are suddenly feeling a little uneasy, I promise you are not alone. Most healthcare marketers are unaware that […]

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How to Interview Healthcare Experts to Write Exceptional Website Content

Interviewing medical experts is a tried-and-true way to produce original website content. Without that first-hand, unique, and accurate medical knowledge, your content can unintentionally mislead consumers, damage your reputation, and lose search engine rankings. But what if the experts your organization needs are busy doctors? Or you need help building a content strategy? Add to […]

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The 7 Ps of Marketing

As an engineering undergrad, I took a Marketing 101 class on a lark, seeking to better understand the psychology behind consumer behavior and developing products with a competitive edge. On the first day of class, we learned the fundamental concept of the 4 Ps of marketing. However, today, I like to use an expanded “7 […]

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SEO vs. SEM for Healthcare: The Difference Explained

Whether you run a multilocation healthcare organization, hospital, or health system, understanding the distinction between search engine optimization (SEO) vs. search engine marketing (SEM)—and how each distinctly helps your business—is important for several reasons. This knowledge helps you: In this blog, we’ll cover the unique roles of SEO and SEM in healthcare marketing and how […]

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Why Your Brand Strategy is Essential to Your Healthcare Digital Marketing Success

Digital marketing strategies fail when they’re not aligned with your brand.  Picture this: a cardiac center that prioritizes personalized care and leading-edge technology. This brand champions expertise, compassion, and patient empowerment. What would happen if the marketing department of this brand launched a social media campaign featuring younger hospital staff doing a trendy dance? Imagine […]

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Managing a PPC strategy for any sized business is complex and challenging. But organizations with dozens or hundreds of locations face even more hurdles: Multilocation providers must consider each location’s unique needs, competitive situation, and business objectives—compounding the complexity of managing an accurate and effective PPC (aka pay-per-click or paid search) strategy. The good news […]

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Healthcare Marketing Trends in 2024: How to Stay Ahead

We hope your holiday season was filled with good cheer and plenty of new business opportunities. Now that the holidays have drawn to a close, it’s time to return to your 2024 marketing plan and make adjustments that ensure your business is taking advantage of the latest trends in healthcare marketing to reach patients and […]

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Doctor Marketing: How to Integrate Doctors Into Your Marketing Programs

Doctors are central to the success of virtually every multi-location healthcare practice and health system we work with. Moreover, today’s doctor partners have strong opinions about marketing and growing their locations within the larger business. Some of the hospitals and multilocation practices that engage our agency have doctors, executives, investors, and other stakeholders aligned around […]

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Is it Time for a New Healthcare Brand – Or a Rebrand?

Have your products, services, or target audience evolved to the point where they no longer align with your brand? Has your health brand become lost in a sea of sameness? Do your marketing assets feel stale and out of touch with your audience? Did your business neglect to establish proper healthcare branding from the beginning? […]

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Multilocation Healthcare Marketing: Minimum Daily Requirements

Do you want to compete in each of your local markets? Do you want to position your healthcare products and services where your target audience actively seeks them? If so, you need a custom digital marketing strategy and budget for each location. We like to call this budget the “minimum daily requirement.” Why is this […]

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Healthcare consumers demand better, more personalized experiences at every touchpoint. According to Google, approximately 77% of people use search engines to start their patient journey.  So, it makes sense for healthcare businesses to focus their attention on their websites, landing pages, and paid search campaigns. But what happens after your ads have captured their attention—especially […]

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Today, the marketing spotlight often shines on Millennials, Gen Z, and Gen X due to their vast numbers, combined influence, and economic power.  However, marketing to Baby Boomers remains vitally important. At approximately 68.6 million strong, Baby Boomers remain a formidable and highly-valuable consumer segment. Unfortunately, when building their marketing strategies, many marketers fail to […]

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How To Optimize Content For SEO To Rank Higher

Today’s trusted healthcare sites feature up-to-date, accurate information.  They also boast SEO-optimized content.  To stay ahead of your competitors in organic search results and reach the right target audience, you must regularly update your content for SEO.  In this blog, I share how to do this in five steps.  First, let’s define content optimization.  What […]

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Patient Engagement Strategies for Marketing Success

As a hospital or health system, you know the value of patient engagement.  You understand that it’s crucial for improving the overall patient experience and health outcomes for people of all socio-economic classes.  But are you up-to-date with the latest patient engagement strategies? In this blog post, I’ll share ten targeted marketing campaigns to help […]

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Beyond Marketing: Understanding the Role of Healthcare PR

People often confuse marketing and public relations (PR), but they are not synonymous. They do, however, work best together.  In fact, we often include healthcare PR services in our marketing plans along with other key strategies, including branding, digital marketing, traditional advertising, internal marketing, and professional referral building. So, What Exactly Is PR? Public relations […]

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How to Make Social Media Work for You

Organic Social Media  When social media exploded onto the scene nearly two decades ago, marketers and healthcare professionals were a little too excited about its potential for healthcare marketing.  Who could blame them? The fantasy was great. ‘All I have to do is figure out how to create a free Facebook business page, and then […]

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How Environmental Design Elevates Healthcare Branding and the Patient Experience

The healthcare marketplace is crowded. As patient expectations continue to evolve, the need for thoughtful environmental designs that prioritize peace, tranquility, and healing cannot be overstated—they play a vital role in patient experiences and the perception of overall quality of care.  Studies have shown many positive effects of healthcare environmental design on medical outcomes. In […]

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Boost Local Visibility: Top Local SEO Tips for Multilocation Healthcare Businesses

Consumers across the globe have come to rely on search engines for reliable, trustworthy, accurate, and timely healthcare information. This has significantly increased competition among providers, making SEO—particularly local SEO—a crucial part of any digital marketing strategy. Local SEO is beneficial for any size business but critical for multilocation companies. By implementing local seo for […]

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How to Write an About Us Page for Healthcare (+ Examples)

What do you consider the most important pages on your healthcare website? After the homepage, many might say it’s their products or services pages.  However, the About Us page is among the most important and highly trafficked web pages. In many cases, it's also a critical part of the consumer's buying journey. Fifty-two percent of […]

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How to Ask for Patient Reviews to Grow Your Online Reputation

Online reviews play a significant role in the success of any healthcare organization. In fact, patient reviews of doctors come in third as the most influential driver in consumers’ decisions1 (after insurance acceptance and location). Today, virtually everyone should use reputation management software (RMS) to solicit, manage, and respond to reviews.  Hospitals and multilocation practices […]

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10 UI/UX Principles to Enhance Your Healthcare Website Experience

Is your website easy to use? Is it intuitive?  Is it pleasant to interact with while also effectively delivering the information your consumers need? A successful website employs key UI/UX principles beyond beautiful pages.  UI/UX ensures your website is  In this post, I’ll cover 10 UI/UX design basics that can positively impact your healthcare business.  […]

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How to Create a Brand Style Guide for Your Healthcare Organization

We’ve written about branding over the years, everything from strategy and concepts to tactics and execution.  This time I’d like to focus on what happens when your strategy is said and done. You can now create great content, right? Well, not exactly.  You need a brand style guide that communicates your strategy in a guidebook. […]

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The Ultimate Guide to Healthcare SEO: 3 Techniques Your Website's Organic Marketing Needs

A successful health system, hospital, practice, or healthcare organization website facilitates patient communication and helps you win more patients you want.  But this doesn’t mean much if patients can’t find your website. To get on page #1 for an organic search, you need a strong healthcare marketing SEO company, a solid website, an even stronger […]

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Multilocation Marketing in Healthcare: The Biggest Challenges

Building a multilocation healthcare business expands your reach, patient base, and profit margin.  But, these benefits come with several unique marketing challenges.  The good news? They also come with remarkable marketing opportunities.  In this article, I identify several common challenges and how to overcome them with effective marketing strategies.  12 Marketing Challenges Unique to Multilocation […]

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Out Most Popular Blogs

At Healthcare Success, we have been sharing marketing knowledge, tips, and tricks since our agency’s founding in 2006.  Here, you’ll find a few of our most timely and popular blogs conveniently organized by marketing topic.  Start With Some Classics Whether you’re a new marketer or a seasoned professional, take a deep dive into essential topics […]

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What is a Healthcare Writing Style Guide (& Why You Need One)

You might remember writing style guides from college. Chicago Manual of Style, Associated Press, Modern Language Association? Instead of using a generic style guide for content, today’s leading healthcare brands are creating their own, also known as content style guides. A content style guide is a companion to your brand style guide and helps writers […]

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Paid Search Glossary (2023 Update)

Do paid search terms have you scratching your head? If so, don’t sweat it. There are about a hundred million trillion of them, and they can get confusing. But don’t worry, we’re here to help you get a base-level understanding of the most commonly used terms that we share with our clients.  We hope you […]

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How Much Does SEO Cost?

Search engine optimization (SEO) is a powerhouse for long-term revenue generation. It should never be an afterthought in your marketing strategy.  Businesses across every industry must capture relevant, organic traffic opportunities to stay competitive and grow. Focusing on value over cost is crucial when researching the best SEO agency or consulting firm for your business, […]

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The Power of Easy: The Secret to Disrupting Competitors and Winning Market Share

Humans have an evolutionary instinct to be lazy. We will always choose the path of least resistance. Take the remote control, for example. Years ago, people had to get up from the sofa and walk to the TV to change the channel.  Thanks to the remote control, people can stay nestled comfortably in their favorite […]

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Google’s Updated E-E-A-T: What “Experience” Means for Healthcare Content

Google has added an extra “E” to its Search Quality Evaluator Guidelines (SQEG), changing the well-known acronym from E-A-T to E-E-A-T.  The new E stands for “experience,” and here’s what this means for your business: Experience, Expertise, Authoritativeness, and Trust (E-E-A-T)  Google defines experience as “first-hand or life experience for the topic.” “Many types of […]

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Guide to PPC Landing Page Optimization

Your paid search landing page is a stand-alone web page typically separate from your website.  It’s the first page visitors see after clicking your paid search ad, making it solely responsible for high-quality lead conversions and performance. Getting it right is essential. The effectiveness of its design, message, page load speed, lead capture form, and […]

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ChatGPT AI-Generated Content Dangerous for Healthcare?

ChatGPT is an artificial intelligence chatbot that can have human-like conversations, translate, and provide users with information.  It can also write good content. Like, really good.  And now that Google has openly stated, “Appropriate use of AI or automation is not against our guidelines,” it begs the question: Should we use it to produce healthcare […]

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The Levels of Content & Why Healthcare Can’t Settle for Lower Tiers

Content comes in levels or tiers, and your healthcare website requires the highest level.  Why? Writing high-quality content for healthcare that ranks high on Google and drives consumer action is hard.  What’s more, it requires the ability to make the right judgment call when faced with conflicting objectives and deep knowledge of several disciplines, including: […]

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Conversion Rate Optimization Best Practices (Plus, 6 Mistakes to Avoid)

The conversion is the ultimate goal for any website or landing page.  It’s when a user makes a purchase, calls your organization, or makes an appointment. And if you’re like most of our clients, you want to increase your conversion rates.  One of the niche marketing disciplines that helps you do just that is called […]

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20 Tips to Optimize Google Ads for Healthcare

Paid search (aka pay-per-click or PPC) often yields the highest ROI of any digital advertising medium. Our agency, therefore, manages Google Ads for dozens of our clients.  Google Ads (and its much smaller competitor Microsoft) work so well because they target people actively searching for healthcare solutions. Moreover, paid search delivers tremendous advantages and provides […]

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18 Strategies That Make Great Healthcare Website Designs

Your website is—more often than not—the first experience people have with your brand. So having a solid strategy is crucial. Creating an immersive, branded space for users to experience is vital for effective marketing. When you’re strategic, branding and messaging are clear and cohesive across multiple channels, and your website can better support your short- […]

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Why Are Patients So Angry? Plus, Frontliner Tips for Health Leaders

It’s not your imagination. People really are ruder to each other these days.  The pandemic, economy, political unrest, war, and continued uncertainty have taken—and continue to take—a toll on people’s mental health. These all contribute to stress, anxiety, frustration, and anger. And according to Harvard Business Review, frontline workers are taking the brunt of this […]

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The Perils of SEO Over Optimization

SEO is a good thing.  It’s the original bridge between Google search crawlers and people; it is the only way search engines better understand and retrieve what consumers are organically searching for online.  But did you know that you can overdo SEO? It’s called over optimization, and it happens all the time.  A common example […]

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How to Respond to Patient Reviews (+ Free Examples)

It’s easy to find detailed guides on how to respond to reviews. However, most aren’t written specifically for healthcare, meaning they don’t consider HIPAA or other compliance issues.  Responding to patient reviews can be tricky.  According to HIPAA, hospitals and doctors aren't allowed to share any protected health information (PHI) about reviewers—including whether they're patients. […]

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Four Vital Optimizations Required For Digital Marketing Success

I’ve noticed that most people tend to focus on only one of four variables when optimizing their digital marketing results. That’s a shame because true optimization requires a more strategic approach that considers each of the following four factors: Let’s take, for example, paid search (e.g., search engine marketing, SEM, pay-per-click, or PPC). Because it […]

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Why You Should Demand a Team of Healthcare Marketing Specialists

We recently received an inquiry from the Marketing Director for a 40-location, single-specialty medical practice in the Midwest. Even though it was after hours, I was available so I took the call. Michelle (not her real name) and I hit it off immediately. She told me about her demanding job and how she felt her […]

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best of 2022 square image

Before we launch into a new year filled with new goals, ambitions, and marketing trends, I’d like to pause and reflect on the most helpful expert advice of 2022. I’ve compiled some of our most significant posts here, so you can easily reference them as you move into 2023. All Consuming Consumerism: Major Shifts & […]

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9 Healthcare Marketing Trends to Embrace in 2023

Healthcare consumers continue to move swiftly down the paths of least resistance toward quality care. This spells trouble for healthcare organizations that cannot change with the times. It’s time to pay attention to what competitors offer and find ways to remove unnecessary obstacles to care.  In this blog, I share nine healthcare marketing trends you […]

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What is Black Hat SEO? & How to Prevent Harming Your SEO Campaign

Google despises black hat SEO techniques. Whether performed intentionally or unintentionally, black hat techniques involve tricking users and search engines to gain rankings. If any site incorporates these practices, Google eventually finds out and penalizes the site accordingly.  These penalties can be as minor as gaining a lower SERP position or as severe as being […]

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Why You Need an ADA Compliant Healthcare Website

Just like your brick-and-mortar business has to be ADA compliant, your healthcare website must also be accessible to people with disabilities.  The problem? The ADA doesn’t offer clear regulations for a compliant website.  The bigger problem? ADA accessibility lawsuits are on the rise. If your website isn’t accessible to people with disabilities, you could risk […]

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6 Crucial & Updated Medical Device Marketing Strategies

Over the next seven years, the medical device market will nearly double in size (from USD 495.46 billion in 2022 to 964.90 billion in 2030). There are three main reasons for this: The United States has a large aging population and a long history of chronic disease. The Patient Protection and Affordable Care Act of […]

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Planning for 2023: 10 Advanced Strategies for Marketing & Advertising

Best-in-class healthcare marketers are already planning for next year. They’re researching key trends that will attract new high-intent audiences, increase engagement, drive revenue, and reinforce patient loyalty in 2023.  If you’ve been revamping the same marketing plan for a few years, now is the perfect time to reevaluate everything through the lens of market innovations […]

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