Programmatic advertising has transformed the way people buy and sell online ads. In 2021, U.S. advertisers spent 41.2% more on programmatic display ads than in 2020—and it’s easy to understand why. Leveraging automated software and artificial intelligence (AI) to collect real-time data gives key stakeholders complete visibility over where their ads appear. It also highlights […]
Patient reviews can make or break a business in this era of healthcare consumerism and online reputations. And they're here to stay. More than 94% of healthcare patients use online reviews as the first step in researching physicians and hospitals. They’re also the third most crucial driver in consumers’ decision to select a new healthcare […]
Ever since the COVID-19 pandemic, more people are searching social media for reliable healthcare news and resources. As expectations for trustworthy, up-to-date information continue to increase, it's not surprising that some of the most followed and engaged accounts are in the healthcare industry: Centers for Disease Control and Prevention (CDC): 4.2+ million Facebook (FB) followers […]
If you want to dominate organic, paid, and local search results, you've got to study your business from several angles. Building a deep understanding of your competitors' strengths and weaknesses and what makes your shared audience click improves branding, SEO, paid search, social media, and other general marketing strategies. However, understanding which marketing tactics you […]
Is your hospital or medical practice website optimized for local searches? If not, you're missing out on a high-intent audience ready to convert. Why? Because healthcare consumers can’t find your business online if it’s not optimized for local SEO. Effective local SEO for doctors, hospitals, and health systems requires a complete understanding of the […]
While many businesses long for a return to pre-COVID normal, savvy healthcare organizations and health systems embrace virtual and digital services that champion a patient engagement future that exceeds expectations in our new reality. Has your business embraced virtual and digital patient experience trends, or are you still waiting for things to “get back to […]
Google Ads are about to change more than they have in years—are you ready? The days of creating a set of stand-alone ads, setting your daily advertising budget, and periodically checking your analytics are long gone. Even as I write this, the very idea seems archaic, and I suppose it is when you consider how […]
If you don’t have a local SEO strategy for your hospital or practice, you’re missing out on a large, high-intent audience. The Google business page – Google Business Profile – is one of the best—free—ways to improve your local SEO ranking and attract new consumers. Google receives more than 2 billion visits every day, making […]
How much of your marketing budget is allocated to paid social media advertising? Are you wondering if it’s worth investing in healthcare Facebook ads? If it’s not something you’re taking seriously in 2022, you’re missing out on a massive opportunity to attract new audiences, increase awareness, drive conversions, and improve your bottom line. With approximately […]
Business leaders in every industry understand that morale starts at the top. When the C-suite is aligned and shares a unified, consistent message throughout the entire organization, it instills loyalty, trust, and confidence in your brand, mission, and goals. Ideally, marketing relays this message to your consumers. But since marketing happens in many channels, or […]
The digital advertising industry is constantly evolving. One major evolution is in the way people buy ads in the first place. The traditional method was a manual, complicated process. But recent technological advancements – such as programmatic advertising – have improved and automated the way people buy and sell online ads. Programmatic digital advertising is […]
Social media is an indisputable knowledge hub for every type of consumer, including the healthcare consumer. In the United States alone, eight in 10 internet users search for health information online and 74% of these people use social media. Consumers are returning to their favorite social media platforms time and again to get the information […]
Targeted advertising is powerful and effective. It relies on data about who your audience is and what they are looking for. Up until recently, advertisers had easy access to valuable third-party data and targeting options from giants like Google and Apple. These companies gathered this data through cookies, hence the name, third-party cookies. But things […]
Are you ignoring Generation X in your healthcare marketing strategy? You shouldn't be, and here's why: Gen Xers have the highest rate of brand loyalty, period. They are partial to the brands they trust and are willing to pay a premium for their products and services. Not only that, the 65 million Gen Xers are […]
The pendulum has swung dramatically from traditional to digital media marketing in the healthcare marketing industry over recent years. Digital ad spending surpassed traditional media spending in 2019 and is expected to exceed two-thirds of total media spending by 2023. Healthcare audiences live and communicate in a digital world. Understandably, healthcare organizations and the agencies […]
They are barely 21. They’re the first digital natives. And…they are very stressed. Gen Z, or Zoomers, are significantly impacted by today’s news, politics, culture, and climate issues. In the latest survey conducted by The Harris Poll on behalf of the American Psychological Association, Gen Zers reported high stress levels, more than any other group, […]
Healthcare consumerism isn’t just “coming.” It’s already here. What’s more, healthcare consumerism means big changes for healthcare organizations and officially ushers in a new era of the patient experience. Are you modernizing your business to meet your patients' changing needs and expectations? If not, you’re already falling behind. In today’s blog post, I share some […]
Building a cohesive marketing strategy that supports your long-term business goals takes collaboration, time, and expertise—not to mention continuous oversight and optimization. Hiring a marketing agency is an excellent option, especially when you need specialized expertise or simply don’t have the necessary resources available. The challenge? Not every agency-client relationship is fruitful. And some can […]
As 2021 comes to a close, we have a gift for you -- a roundup of the best advice on our blog from this past year. It’s been a pleasure working with and interviewing so many experienced marketing professionals. Whether colleagues or team members, these experts are the people who bring this blog to life […]
A large part of how we plan our marketing strategies involves taking into account predicted trends for the upcoming year. Looking back at my predictions for 2020, I'm intrigued by the speed at which some of these projections materialized. As we look forward to a new year in marketing, I know the competition will be […]
As a leader of a healthcare organization, you’re focused on achieving your business goals. So how does content fit in? Ideally, it should support your primary goals. Today’s best content marketing is aligned with business goals and drives profitable action. What’s more, marketing teams can demonstrate how content contributes to business goals. If the business […]
While branding can be difficult for virtually any type of organization, it’s often especially challenging for multilocation healthcare providers. We know this from experience. You see, most of our clients are multilocation healthcare businesses. We have worked with health systems, hospitals, practices, retail locations, urgent cares, ASCs, addiction treatment centers, and long-term care facilities. When […]
How does a healthcare brand stay relevant in the digital age? How do you expand your reach and increase engagement on social media? And, how do you remain relevant to new generations of customers -- all while staying true to your brand identity? Spoiler: You don’t do it by compromising who you are. The only […]
A strong content marketing strategy includes a plan for picking the right assets for the job. While you might have worked hard to develop a brand message, the medium you tell that story through is just as important. But how do you know if you should create a blog post or a web page? Do […]
Live events can be a core part of the marketing strategy for healthcare systems, hospitals and multilocation practices. But, as we all know, the last few years have challenged how we market and serve our clients -- especially when it comes to live events. I was recently invited to co-lead a webinar about events with […]
When done correctly, healthcare content can build trust and turn people into lifelong supporters of your brand. At the same time, creating superior health or wellness content can be challenging. It should always be engaging, informative, technically accurate, and compliant. The difficulty only increases when you want to produce amazing content regularly and within budget. […]
Read the summary of our latest podcast, featuring Johnny A. Smith Jr. of Encompass Health and Stewart Gandolf of Healthcare Success.
Our paid search experts share the seven most common PPC mistakes in healthcare and how to avoid them. Read now.
Discover six key healthcare trends emerging from the pandemic, according to a podcast interview with Darwin Research Group.
In this guide, learn best practices for digital marketing to physicians, including tips on capturing the attention of today’s busy HCPs.
In part one of the CEO’s Guide to Hospital Marketing Strategies, learn seven wins to expect from your investment, including a positive ROI.
Get expert tips on how to market your telehealth services online and beat your competition.
Doctors and hospitals can educate patients on the safety and importance of COVID-19 vaccines. Learn how to craft your message.
Discover five ways to build a strong hospital brand for the modern healthcare consumer and reach your target audience.
Learn about the May 2021 Google Page experience update to prepare your site with Core Web Vitals metrics.
Learn Google’s high standards for content, including how to demonstrate Google E-A-T for healthcare content.
Discover 7 of the most common technical SEO issues found in healthcare websites in order of importance.
Get expert advice on today’s latest physician liaison strategies to build doctor referrals.
Healthcare call center best practices to improve patient experience. Discover how to develop effective contact center strategies for your healthcare organization.
Learn how to craft an effective communication strategy for COVID-19 vaccines for patients in healthcare practices and medical organizations.
Learn about sports sponsorship opportunities. Healthcare Success shares four sports marketing strategies for healthcare brands to increase brand awareness and grow their practice.
I recently had the pleasure of speaking with Dr. Hassan Tetteh, a US navy captain, associate professor of surgery of the uniformed services at the University of Health Sciences and adjunct faculty of Howard University College of Medicine. He was also a Robert Wood Johnson Health Policy Fellow from 2012 to 2013 and a visiting […]
As the COVID-19 pandemic continues to bring the world's economies, healthcare systems, and communities to their knees, the Pharma industry appears to be the shining hope to help us return to a new normal. Could the industry's response to this global public health crisis be the Rx for its tarnished reputation? The Pharma industry has […]
Despite having entered the U.S. more than eight months ago, COVID-19 remains a health topic enshrouded in confusion, conflicting information, hyperbole, and even conspiracy theories. Everyone, informed or not, seems to have an opinion about the Coronavirus pandemic. Fortunately, healthcare systems, hospitals, and medical services providers are uniquely qualified to fill the educational void and assert […]
I (Stewart) love what I do in large part because of the smart people I continually get to meet and befriend. Jay Geer is another case in point. Perhaps ten years ago, his (then) assistant James Chisum reached out to me and said, “You have to meet Jay Geer. He is THE hospital PR guy, […]
Connected TV, also called over-the-top media streaming, describes a new frontier for ad targeting and marketing campaigns. These terms are relatively new for businesses of all sizes, and healthcare organizations in particular have been slow to act on its opportunities. That’s why it’s a better time than ever for healthcare marketers to consider OTT marketing […]
What’s the best way to choose a healthcare marketing agency? While I (Stewart) have plenty of ideas about the process of picking the best healthcare marketing agency for your hospital, medical practice, or healthcare network, I thought it would be valuable to ask my friend and venerable colleague, Ed Bennett, to share his opinions during our […]
COVID-19 has been a life-changing event for us all. It's the kind of event that has lasting effects on people that we can't even truly see just yet. We've thrust an entire population into a cycle of grief that is ubiquitous but unique to every person. How will the healthcare consumer, patient, and caregivers' needs, […]
A “new normal” is emerging in healthcare for both providers and patients. Healthcare industry leaders and medical marketing professionals constantly struggle to keep pace with changes. We all have the challenge of adjusting to pandemic demands and shifting consumer attitudes. Some questions are emerging: What do healthcare patients want and expect in a post-pandemic world? […]
We have never seen an addiction treatment marketing landscape as the one that continues to evolve due to COVID-19. While some substance abuse and behavioral health centers are withdrawing from marketing, others are increasing their budgets to take advantage of the void in the recovery marketplace. While some centers are struggling to keep up […]
