Recently, it happened again. We discovered one website that published a content match of a competitive website. We see this nearly every day, but this particular incident was extraordinary. The two websites used exactly the same words, content and design. Is this similar or “overlapping” content, or is one of these websites guilty of plagiarism in […]
The super-grand-prize for online healthcare content is when it “goes viral.” Something you created—a video, news clip, photo or whatever—is seen or shared by everyone in the known digital universe and beyond. As a result, your hospital, medical group or provider practice—for one, bright-and-shiny moment—has the compelling content that everyone is talking about. Unfortunately, it […]
More than a few doctors have become marketing warriors among our circle of friends and professional peers. It seems like they recognize that medicine is their profession, but healthcare is a business. They had resolved to become recognized thought leaders in their profession. Hence, swimming against the current of provider competition, they have a business-ninja […]
From a marketing view, Facebook statistics are staggering. Half of the American population uses Facebook at least once a month. Better than 40 percent of small businesses in the US use Facebook. That makes it the undisputed champion. It's an absolute “must have,” for your social media marketing strategy. A FB page is vital to hospitals, […]
To be candid, few people make a bucket of money from being a public speaker. Still, developing your presentation skills definitely belongs in your doctor marketing plan. Healthcare practitioners who take to the stage find a significant—usually indirect—payback for their invested time and effort. Countless venues, both large and small, are commonly available. It’s easy to find […]
Throughout his campaign, president-elect Donald Trump promised an early demise of the 2010 Affordable Care Act (ACA). Today, “repealing and replacing” Obamacare remains a priority. However, details remain elusive. Consequently what that means for healthcare marketing plans, strategy, and tactics in coming months isn't clear. In fact, surveys reveal that segments of the general public didn't understand the […]
Medical practices, groups and provider organizations often invite me to be a “mystery shopper.” That’s where the principals of the business ask Healthcare Success to call the practice posing as a prospective patient. The technique is most effective when a healthcare marketing agency provides an independent—and unbiased—third-party assessment of the quality of service. Recently, we discovered a […]
The inspiration for this article came from my favorite grocery store, Publix. I was raised in the southeast, and developed a strong attachment for the chain. If you haven’t visited a Publix before, it’s hard to image what makes this grocery store different from others. Every time I walk in, I feel a sense of […]
A marketing website doesn’t have an end-date or use-by date. Instead, the effectiveness quietly fades away. Without an obvious signal, how do you know that it’s time for a new design? Here’s a healthcare website checklist of the things that top ranked sites have in common. Healthcare Website Checklist: Characteristics Most of all, if you miss the mark […]
The annual Google Partner Summit is a pretty big deal in the agency business. Visiting the “Googleplex” headquarters in Mountain View is an experience. Plus, this is one of several continuing education sessions that Healthcare Success attends throughout the year. Moreover, attending a Summit session is an educational pathway for a healthcare advertising agency to improve […]
Can you tell me—exactly—how much you are really spending on marketing? It seems like many medical groups and healthcare institutions are not aware that their budgets are out of control. Often, it takes an independent marketing audit and plan to expose the problem. First of all, these healthcare providers simply do not know how much they are […]
The most enduring and successful client-agency relationships work as a partnership. The trouble is, a solid working relationship isn’t easy to achieve. Selecting a healthcare marketing agency for a hospital or group practice shouldn't be "easier-said-than-done." Here are some important issues to consider. Performance is a specific measure of results, not the portfolio. Every agency has a gallery […]
A Guest Post by Dr. Paul Rosen about hasslenomics and patient satisfaction, and improving patient care. One day when I was out of town, our refrigerator started making a loud humming noise. It sounded like the motor was about to break. My wife called our regular appliance company for help. We wanted them to send someone right away--to […]
Did you know that cheap medical websites may be upsetting Google and other search engines? A low-cost, template or D-I-Y website isn't a bargain. It costs money and lost opportunity. Google (the biggest search engine on the planet) can spot duplicate content, and it doesn’t like plagiarism. A bottom-dollar website puts your search listing in the crapper. Here’s a […]
Facebook’s organic reach is becoming obsolete at an alarming pace. Over the last few years, and even the last few months, we’ve noticed a striking loss in Facebook’s organic reach for our own clients.
[SERIES INSTALLMENT] Facebook (FB) is the world’s largest social media platform for good reason. For one thing, it’s smart about marketing and advertising for business. Company pages are for brands, hospitals and healthcare where doctor marketing strategies shine. The nearly two billion monthly active Facebook users love the social interaction. But business—including hospitals and practitioners—love the audience connectivity […]
SEO is a critical marketing-related factor. And the guidance of a healthcare advertising agency is highly recommended. It’s far too easy for well-intended individuals to create search engine optimization blunders. One reason you need professional SEO help is that the big search engines have us all outnumbered. They use dozens of uber-smart people to create […]
It's likely that your health system, hospital or practice will soon be the victim of a cyber crime. Your medical public relations disaster is not “if,” but “when.” The actual victims include patients and the loss of personal data. Compromised health record information is a medical public relations emergency waiting to happen. Your brand and marketing […]
[GUEST POST BY PAUL ROSEN, MD] When I graduated medical school almost 20 years ago, the majority of my classmates were planning to work in a private practice environment after residency training. Now, the opposite is true. Ninety percent of medical students plan to work for a health system. Most will skip private practice work. […]
The nation’s healthcare delivery system continues to evolve. A curious thing about trend-watching is not that trends suddenly appear. Sometimes that’s true, but not always. In fact, marketing professionals are aware of the healthcare marketing trends on our list. What is important--the significant dynamic at work here--is change. It is the degree of change that marks a […]
The Internet is now the well-established new business front door for health information, healthcare practices and hospitals. Nearly 90 percent of the billions of healthcare searches are online. But what you may not appreciate is that pay-per-click (PPC) advertising delivers answers to consumers’ needs via one billion search ad clicks. PPC advertising successfully navigates the […]
Does anyone remember the old catchphrase: “Who loves Ya?” From TV to pop music to healthcare delivery, the challenge of effective reputation management is to quantify the patient experience. We’re all familiar with fundamental survey questions. It is the most common technique to assign a number value to a human experience. Surveys vary, but there are five […]
The first lesson about healthcare branding has to do with setting expectations. All too often, the misguided concept of branding for a medical practice, hospital or individual provider is an overnight magic trick. The practical reality is that healthcare branding is a high-level and long-term marketing strategy. (Emphasis: long-term.) The principal investment is time—years, in fact—to […]
In somewhat random order, here are nearly two dozen timely social media tips and techniques to grow your online audience, community and influence. The marketing benefits of social media for doctors, medical practices and hospitals are significant. It seems as if nearly everyone with a smartphone is addicted to one or more social media connections. […]
Marketing professionals recognize the potential benefits of email as an online physician marketing tool. Patients prefer digital health communications. It’s fast. Email is convenient. And it's affordable and cost effective. But there are simple-but-essential secrets to doing it right. How to get online physician marketing right... Here are some of the email marketing tips and techniques […]
For the sake of this doctor marketing discussion, I think we can agree on two things. First, that “the US health industry is undergoing seismic change.” PwC’s respected Health Research Institute (HRI) observes that newly empowered patient/consumers “are playing a critical role in this transformation.” The second point of agreement is that the speed of […]
Only a few segments of the medical marketing industry have embraced the “big data” advantages. Some health systems, hospitals and the larger provider practices are now willing and able to collect and use data-smart information for marketing. There was a time when only the biggest industry organizations could draw down on healthcare data. That, however, […]
Sometimes ideas emerge on the Internet without a final name. There’s a fresh design technique that you’ve probably seen recently on healthcare website design of home pages and landing pages. And, if you didn’t know the label, the various names include “long-scrolling,” “infinity scrolling” or "single-page" sites. There are some technical differences among the various […]
Every industry has its share of truly moronic comments, witless ideas and brainless advice. And healthcare advertising is certainly no exception. Over time, it becomes a bit easier to identify silly comments for what they are. Providers have an excuse, after all healthcare marketing isn't their profession. However, healthcare advertising agency people should know better. Extremely […]
Before you do anything else, a healthcare website design must plan for Search Engine Optimization. All too often, SEO is a neglected afterthought. And just as often, a poorly performing website will need major repair work or a complete re-build. Surprisingly, it comes up often. Just the other day, a practitioner proudly asked us, “What […]
The formula for creating highly effective healthcare advertising is never simple. But the chemistry works best when you can answer several critical questions before you begin. It is a simple acid test to evaluate your intended advertising message and/or website. With the target audience clearly defined, the first two questions are marketing’s Problem—Solution fundamentals. Problem: […]
The business world of marketing for doctors is fiercely competitive, and the environment is getting worse. The not-so-obvious part is that your friends and colleagues are often the primary sources of competition for new patients and market share. Medical doctors, generally, tend to be competitive-minded in many ways. That’s no surprise. There’s competition throughout medical school […]
[Healthcare Success Leadership Podcast Series] What does it take to upset longstanding “tradition” in healthcare delivery and to provide patients with quick, convenient access to care via same day appointments and other innovative approaches. Cleveland Clinic’s Chief Marketing and Communications Officer Paul Matsen, and Stewart Gandolf, CEO of Healthcare Success discuss the process of change, top-tier […]
Breaking through the noise and promotional clutter at an important business conference of hospital marketing professionals was a stiff creative challenge. But here’s a brief success story—how a creative approach by Healthcare Success was a big winner at the SHSMD16 conference…without spending a fortune. Attendees at national SHSMD16 conference (the Society for Healthcare Strategy & Market Development) […]
In a totally unscientific sample, about half of the doctor marketing business cards in front of me include a physician’s email address. The other half does not; those cards are silent about an email communications channel between the practice and the real world. And, I fear, that's an unfortunate choice these days. Scientifically grounded studies […]
[SHSMD16 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success, talks with Jennifer Schultz, Vice President of Marketing and Lindsey Meyers, Vice President of Public Relations for Avera Health, about their 2016 SHSMD Connections Conference presentation: Building the Physician’s Practice in a Digital World. Today’s podcast with Lindsey Meyers and Jennifer Schultz sums up everything […]
The “voice of the customer” is a vital hospital marketing tool. And for many facilities, a Family Advisory Council (FAC) provides the patient experience “voice.” Feedback via the FAC can be an amazing resource that drives patient-centered care. Unfortunately, it takes more than a mandate to create culture change and leadership buy-in. [Guest Post by […]
In the 500-plus years since the Middle Ages, hospital marketing has only recently changed its perspective and community relationship. Back in the day—when nobility wanted to build a castle—they took the high ground above the village. Ancient cathedrals and churches would also pick the elevated or center-city real estate. It was a statement of visibility and authority. […]
[SHSMD16 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success, talks with Scott Linabarger, Vice President of Strategic Accounts and Josh Fieldman, Vice President of Sales for Medicom Health Interactive, about how their software program can turn unknown consumers into known patients. As healthcare marketers, it’s common to hear doctors and hospital executives to […]
[SHSMD16 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success, talks with Tanya Andreadis, Associate Chief Marketing Officer and Robin Ward, Director of Customer Engagement & Marketing Analytics for Penn Medicine, University of Pennsylvania Health System, about their upcoming presentation at the 2016 SHSMD Connections Conference on the topic: Marketing Automation, Oh My! Lessons from […]
[SHSMD16 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success, talks with Alan Shoebridge, Senior Director of Brand Marketing and Tammy Graves, Senior Director of Marketing from Providence Health and Services, about their upcoming presentation at the 2106 SHSMD Connections Conference on the topic: Evolution or Revolution: Your MarCom Department Must Change. Healthcare is changing […]
[SHSMD16 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success talks with Dr. Jeff Cole, Vice President of Ancillary Services at Athens Regional Health System about Dr. Cole’s upcoming presentation at the 2106 SHSMD Connections Conference on the topic: Successfully Engaging Physicians in Value-Based Initiatives: Strategy and Best Practices from the Frontlines of Physician-Hospital Collaboration. […]
In healthcare marketing, video for social media has got to be one of the fastest moving and important trends. Don't miss these recent upgrade moves by three of the biggest social platforms. If the rapid growth and popularity of social media has been amazing, the social video trend is downright explosive. Hospital and healthcare marketing […]
This is not your typical video role model. You may not like it at all. But hospital advertising can steal strategy and creative ideas from this unorthodox (and somewhat rude) marketing gem. This little film blasts through clutter and makes an overly-familiar message standout in an entirely new way. The visual story of Coleman Sweeney—the […]
[Series Installment] Unfortunately, we see too many of them. Website mistakes can be so bad that it’s like a doctor not washing his hands before surgery. A medical practice or doctor marketing website needs a clean, head-to-toe bill of health to do the heavy lifting and to make a meaningful contribution to new business. We […]
[Series Installment] Competition is intense in doctor marketing. First of all, more than three-quarters of the new patients in your practice began their selection process online. An effective LinkedIn Profile is a vital ingredient in a doctor marketing plan. Here’s how to build a stronger LinkedIn profile. A solitary website isn’t sufficient "digital horsepower" these days. […]
[Guest Post by Dr. Paul Rosen] Evidence continues to build that art and music promote healing. Here’s a real-world story about the power of the healing arts and enhanced patient experience. Don't miss the inspiring original song and video. It's from the Nemours Creative Arts Therapy program at Alfred I. duPont Hospital for Children. A couple […]
In any given week, we objectively review medical advertising and dozens of healthcare websites. And more than a few of them—for doctors, dentists and providers of all sorts—manage to sabotage their medical advertising effectiveness in a single stroke. The poison? Those yucky photos of clinical procedures are a double-barrel emotional turn-off for prospective patients. You’ll never […]
What exactly is "digital healthcare marketing?" Does it mean that your dentist is posting before and after snapshots in an online Smile Gallery on Facebook? In addition, will your orthopedic surgeon share videos of patients that have made a miraculous recovery from a partial knee replacement? Does “online healthcare marketing” describe the newsletter that you received from your primary physician […]
From a five-mile-high perspective, there are two kinds of relationships between a client and a healthcare advertising agency. Let’s label the first type a “vendor” relationship. In this arrangement, the client—a medical practice or hospital, for example—intends to buy specific ad agency services much as they might order and restock surgical masks. Passive. Detached. Truly […]
