Healthcare Success

If your paid search conversions have mysteriously dropped (or your dashboard looks too good to be true), you’re not alone. AI is rewriting the rules of paid search. From shifting search engine results page (SERP) visibility to murky performance metrics, AI Overviews and Performance Max (PMax) campaigns are challenging how healthcare organizations measure success. In […]

Google’s new AI Mode redefines how content is evaluated and displayed in search, especially for sensitive, YMYL (Your Money Your Life) categories, like healthcare, that can impact a person’s well-being. The new feature heavily prioritizes content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), a framework that Google uses to assess content quality. AI algorithms […]

How can reimagining oral care and patient engagement disrupt a market? In this episode, I sit down with Hans Kaspersetz, CEO of Oralucent, to explore how his medical device company is redefining a common consumer product—the toothbrush—into a wellness-driven, data-backed health device. But this conversation isn’t just about oral care. It centers on what happens […]

Yes—your traffic and rankings are down. But that doesn’t mean your strategy is broken. Across industries, brands are noticing the same trends: What looks like a drop in visibility isn’t an SEO failure.It’s a paradigm shift. AI-driven search has fundamentally changed how visibility works. At Healthcare Success, we’re watching this shift closely, adapting our strategies, […]

How can today’s pediatricians truly connect with time-crunched, digitally-savvy parents and build lasting loyalty? In this episode, I sit down with Rob Klein, Principal of Klein and Partners, to unpack the findings from his 2025 National Consumer Insights Study (NCIS) – Peds Edition. Rob’s research offers an unfiltered look at what’s shaping parental decision-making, what’s […]

AI Overviews were launched in the U.S. in May 2024, and their impact on analytics dashboards is still taking shape. While marketers and healthcare leaders have been busy speculating about their impact on organic traffic and brand visibility, Google isn’t offering much in the way of clarity. Tools like Google Analytics and Search Console still […]

How do you redesign specialty care delivery when geography, workforce limitations, and infrastructure stand in the way? In this episode, Stewart Gandolf sits down with Paul Rosen, MD, MPH, MMM, Professor of Pediatrics at West Virginia University, a former official at the Centers for Medicare & Medicaid Services (CMS), and the first pediatric rheumatologist to […]

Find Out How Google’s AI-Powered Search Is Rewriting Healthcare Marketing For healthcare marketers, this isn’t just a minor update. It’s a fundamental shift in how patients search for care and how your brand shows up (or doesn’t). What’s Driving the Shift? Three important things: To stay competitive, healthcare marketers must treat content like a strategic […]

With digital noise at an all-time high, how can healthcare leaders stand out and make meaningful connections? In this episode, Stewart Gandolf sits down with Dr. Jeremy Weisz, Founder of Rise25.com, to explore how podcasting can become your most powerful tool for building trust, authority, and lasting business relationships. Why This Conversation MattersPodcasting is a […]

How can an established healthcare leader harness AI to drive innovation, growth, and lasting competitive advantage? In this episode, Stewart Gandolf sits down with Michael Krachon, President of Theragenics, to discuss how Theragenics is transforming its operations through enterprise-wide AI adoption. This includes everything from enhancing marketing and customer service operations to streamlining clinical and […]

After a speaking with dozens of healthcare executives during my recent conference tour, I’m more convinced than ever— Brand strategy isn’t optional. It’s a business imperative, especially as your business grows. Whether you are a healthcare provider, manufacturer, or other healthcare business, expansion, acquisitions, and new service lines can quickly distance you from the patients, […]

In a world that’s chasing the latest AI innovation, how do product leaders stay focused on building tools that truly help people? For healthcare product managers, answering this question is especially urgent. Great product managers are the voice of their audience. They advocate for clinical users and end consumers, translating their needs into thoughtful, effective […]

As marketers and communicators, we understand the power of brand. We build them for our organizations every day. But what about your own brand? Is it strong? Does it matter? In this episode, Stewart Gandolf sits down with Alan Shoebridge, Associate Vice President of National Communications at Providence Oregon, to unpack personal branding: what it […]

I get it. Your healthcare organization is overflowing with patients, your doctors struggle to keep up, and you’re worried about burnout. As a result, you’ve likely de-prioritized your marketing efforts. But cutting too much would be short-sighted, and here’s why: It could make issues such as staff shortages, long waitlists, and provider burnout worse. Though […]

Are you delivering the experience today’s healthcare consumers actually want?You might be surprised. In this episode, Stewart Gandolf sits down with Aaron Clifford, Vice President of Consumer Experience at Press Ganey, to explore how the patient journey is evolving and how today’s healthcare consumers find, evaluate, and choose providers. Drawing from Press Ganey’s latest Consumer […]

Millennials expect digital healthcare to feel like the apps they use every day: frictionless, fast, accessible, and on their terms. Is your marketing strategy built to meet them there or are you relying on an outdated marketing plan that doesn’t resonate? In this blog post, I share seven proven strategies to help you connect, compete, […]

How can healthcare leaders tackle high turnover rates and build a culture that retains top talent? In this episode, Stewart Gandolf talks with Kristin Baird, President and CEO of Baird Group, to explore what it really takes to retain great talent in healthcare, starting with leadership. Drawing from her experience and her course,Be the Leader […]

How do you build lasting influence in healthcare? In this episode, healthcare marketing expert Stewart Gandolf sits down with Scott Becker, Partner at McGuireWoods LLP and Founder of Becker’s Healthcare, for a candid, strategic conversation on what it takes to build trust, authority, and long-term success in healthcare. Scott shares the real-world principles that shaped […]

Is your telehealth business buried on your website? If it is, you’re missing out on a huge opportunity to boost patient engagement and reduce costs. Telehealth isn’t just another service line. It’s a distinct business model with its own users, workflows, and expectations. Your website and UX design must reflect that. By 2026, nearly one […]

How do you market sensitive women’s health products when advertising platforms won’t let you talk about them? In this episode, Stewart Gandolf and Debbie Donovan, Head of Commercial Operations at Materna Medical, explore the unique challenges of marketing products that address women’s health issues, such as vaginal muscle tightness, pelvic organ prolapse, and painful sex. […]

How can physicians move beyond generic nutrition advice and deliver personalized plans that truly impact health and revenue? In this episode, Stewart Gandolf and Mark J. Tager, MD, CEO at ChangeWell, Inc., discuss how healthcare providers can confidently bring personalized nutrition into their practices. Dr. Tager shares how to create tailored nutrition plans using genetic […]

By the end of 2025, video content is expected to account for 82% of all internet traffic (bandwidth). Is your healthcare organization leading the way with this trend or is your content getting lost in the noise? Trust, clarity, and connection are essential in the healthcare industry, making video a strategic imperative. If your healthcare social […]

Video isn’t just another healthcare marketing tool—it’s rocket fuel for engagement, trust, and conversions. According to our recent podcast guest, Tony Gnau, Founder and Chief Storytelling Officer at T60 Health, “video can boost website conversions by 66% and email click-through rates by up to 300%,” making it a key lever for strategic growth. In this […]

Is traditional media dead? Not even close. In this episode, Stewart Gandolf and Charlie DeNatale, Media Buyer at Healthcare Success, discuss the resilience of traditional media and its evolving role in healthcare marketing. Despite the rise of digital, marketers spend billions yearly on traditional advertising including TV, radio, and out-of-home advertising. Charlie shares why these […]

Trimming your marketing budget might seem like a quick way to cut costs, but it can hurt your healthcare business more than you think—especially during economic uncertainty. While the U.S. economy remains numerically strong, 53% of Americans think it’s on the wrong track. With uncertainty surrounding impending tariffs, inflation, a tightening labor market, and rising healthcare […]

Is your digital marketing strategy wasting budget on ads that don’t convert? In this week's episode, Stewart Gandolf talks with Brian Massey, Founder and Conversion Scientist at Conversion Sciences. Together, they explore the power of conversion rate optimization (CRO) to lower your cost per acquisition (CPA). They discuss how optimizing landing pages, refining messaging, and […]

Forward by Stewart Gandolf, Chief Executive Officer At Healthcare Success, we understand that a patient’s journey often begins with a search query. In this blog, our Technical Program Manager, Victoria Shepherd, explores the critical role of symptom search optimization. She shares how organizations can leverage this healthcare marketing trend to engage potential patients early and […]

Do you remember choosing between two types of COVID tests? PCR tests were highly accurate but took several days to get results. Meanwhile, antigen-based “rapid tests” offered results within minutes, but were far less accurate. In this week's episode, Stewart Gandolf speaks with Martin Price, CEO of HealthTrackRx, to explore how an innovative business model, […]

How can multilocation specialty practices overcome the barriers to earning critical doctor referrals? With tighter alignments between doctors and health systems, increased consolidation, and pressure to stand out, physician liaisons must take a more strategic and data-driven approach than ever before. In this week's episode, Stewart Gandolf sits down with Susan Boydell, Principal at Barlow […]

Branding is more than just logos, slogans, and colors. It’s a long-term strategy to build trust, credibility, and healthcare brand loyalty across generations. Understanding how to build these values is critical, and it varies between generations. Healthcare consumers have distinct preferences and expectations depending on their age, requiring multilocation healthcare brands to balance digital innovation […]

Struggling to gain traction with your healthcare brand? In this week's podcast, Stewart Gandolf speaks with Ben Reynolds, Associate VP of CureMD’s Oncology Division (Oncentric), about a transformative branding journey. Facing low brand awareness (only 6% of community oncologists knew they had an oncology-specific offering), CureMD knew it needed a shift. Ben walks us through […]

Forward by Stewart Gandolf, Chief Executive Officer In my latest podcast, I sit down with our own Senior Director of SEO Strategy and Growth, Brandon Schakola, to discuss the growing impact of zero-click search and its effect on healthcare marketers. As AI reshapes search, traditional SEO strategies face new challenges. While I strongly encourage you […]

This week's podcast dives into successful sales leadership and is relevant to most healthcare verticals, including B2B sales in SaaS, pharmaceuticals, medical device, hospitals, etc. It also applies to high-value B2C sales, e.g., elective surgeries, orthodontics, senior care, and residential treatment centers. My guest, Chris Jennings, CEO of Chris Jennings Group, reveals the essential traits […]

Can social media influencers really drive results for medical device companies? In this episode, Wendy Suljak, VP of Consumer and Practice Marketing at NeuroStar, reveals how even smaller influencers can have a big impact on your social media and brand. She shares key takeaways from her recent medical device conference presentation, diving into how to […]

How do you market healthcare when there is limited physician access—and the focus is on managing care, not increasing patient volume? Health systems must rethink how they engage and direct patients—ensuring they get the right level of care in the most efficient and cost-effective way. In this episode, Dennis Jolley, System VP of Strategy and […]

In this episode, Melissa Fors Shackelford, Senior Vice President of Marketing at Let's Get Checked and I explore the powerful role of inclusive hospital marketing in healthcare. We discuss key strategies like diverse imagery, ADA compliance, and accessible communication methods (e.g., closed-captioning and Telehealth) and why they are essential for reaching a wide audience and […]

Although women remain the primary healthcare consumers, 66% of men are now more focused on their health and wellness than they were before the pandemic. This shift is a valuable opportunity for your healthcare organization to connect with this growing audience and address their healthcare needs. Here’s how you can better connect with this audience, […]

How can you navigate the evolving Medicare Advantage market, attract new members, and keep your current beneficiaries engaged? I recently invited Doug Sprague to join me on our podcast to explore the current state of Medicare Advantage and how new CMS proposals and physician payment cuts are shaping the industry. In addition to being our […]

How can healthcare marketers and executives engage doctors in impactful storytelling to improve patient outcomes? In this podcast, Dr. Douglas Flora, Executive Director of Oncology Services at St. Elizabeth Healthcare, shares actionable strategies to overcome doctor reluctance and create powerful, doctor-driven marketing programs. Dr. Flora explains how he aligns marketing with what motivates his doctors […]

How can healthcare companies use marketing and branding to drive growth and reduce risks in preparation for mergers and acquisitions (M&A)? In this podcast, Victora Shepherd and I explore the critical role of brand integration throughout the M&A lifecycle, with a focus on private equity-backed healthcare companies. We discuss why marketing and brand strategy are […]

Are the digital tracking technologies you use for your website and healthcare marketing practices fully compliant with HIPAA regulations and digital tracking standards? You might think so, but even “industry standards” like the Google Analytics (G4) and Meta pixels are not compliant. To understand these issues better, I invite you to listen to my recent […]

As we enter 2025, one thing remains clear: marketing has evolved beyond simply promoting services. Now, it's about connecting authentically, earning trust, and adapting to and meeting the needs of today’s well-informed patients.  With my years of experience navigating this fast-paced industry, I believe next year will be pivotal and demand that healthcare organizations position […]

What does it really take to stay ahead in healthcare? The answer is thought leadership. Here’s why: It’s about more than just quick wins—it’s a long-term strategy. Collaborating with the right experts and crafting a powerful network of insights can pave the way for lasting brand awareness, credibility, trust, and sustainable growth. Together, these can […]

Did you know Google changes its algorithm up to 200 times a day? Yet many healthcare organizations still rely on SEO strategies and tactics that were "best practices" a decade ago. It’s no surprise that countless healthcare providers and other businesses are seeing drops in rankings and traffic after Google's Helpful Content Update.  To help […]

Your value proposition is more than just a catchy phrase—it’s a vital tool that piques interest, communicates your brand identity, and compels consumers to book an appointment. And, it can increase patient volume and revenue. Here’s why: Your value proposition is, at its foundation, an essential component of your brand messaging. A quick primer: Together, […]

How are Integrated Delivery Networks (IDNs) shaping the future of healthcare, and what role—if any—does value-based care still play? In this episode, I sit down with John Marchica, CEO of Darwin Research Group, to discuss how IDNs are transforming patient care. We also examine the ongoing challenges of value-based care and why it continues to […]

You know about competitive compensation, life-enhancing benefits, a supportive company culture, and a healthy work-life balance.  But, how do you ensure that your marketing efforts truly differentiate your organization, giving you a competitive edge? We’ve gathered our top recruitment marketing strategies to help position your organization as an employer of choice and attract high-caliber professionals. […]

Could direct-to-consumer (DTC) healthcare marketing be the key to building deeper patient connections and driving growth in your organization? Find out in our latest podcast featuring Breanna Hunt, Founder Partner at HealthReach, LLC, a consulting firm specializing in healthcare patient activation strategies for medical devices. Together, we explore how medical device and other healthcare organizations […]

Our Senior Marketing Strategist, Kathy Gaughran, recently shared invaluable insights at the 2024 Mental Health Marketing (MHM) conference about how to reach consumers during their healthcare journey. Since her session wasn’t recorded at the venue, I interviewed Kathy on our podcast so we could share her insights with our wider audience. Whether your healthcare business […]

The stigma surrounding behavioral health is finally fading, consumers are seeking help, and all types of behavioral health businesses are booming. Our Senior Account Director Paul Knipe, Josh Weum, and I were among the presenters at this year’s INVEST Conference, where we shared pivotal strategies to reshape your marketing approach—emphasizing the critical role of authentic […]