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 […]
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 […]
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 […]
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, […]
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 […]
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, […]
Are you struggling to fill critical positions in your healthcare organization? You’re not alone. With competition for top talent at an all-time high, hospitals and health systems must prioritize employer branding to attract and retain skilled professionals. Why Employer Branding Matters Employer branding isn’t just a marketing buzzword—it’s a critical strategy for healthcare organizations. How […]
Managing successful Google Ads campaigns is more than just winning clicks—it’s about converting those clicks into results (e.g., new patients or B2B inquiries). At Healthcare Success, we manage millions of dollars in Google Ads spend for our healthcare clients. We often see the following 13 mistakes tank conversion rates. But don’t worry—13 isn’t unlucky here. […]
On August 14, 2024, the Federal Trade Commission (FTC) introduced a rule banning fake reviews and misleading testimonials to improve marketing transparency and authenticity. As a healthcare organization, you already prioritize ethical practices and HIPAA compliance due to the nature of your business. It’s important to adapt to these new changes to maintain patient trust […]
As you might expect, our agency networks with lots of people in the financial world, including investment bankers and private equity firms. To capture today’s M&A trends and insights, I interviewed Andre Ulloa, a Partner and Executive Advisor at M&A Healthcare Advisors (MAHA), a boutique advisory firm and investment bank. Our podcast interview covered a […]
As healthcare leaders, you are under immense pressure to deliver exceptional care amid rising costs and operational complexities. That’s why so many businesses leverage the power of SMS marketing. Text messaging is a fast and easy way to reduce missed appointments and medication non-compliance. Plus, 20% of patients prefer receiving health information via text message, […]
As a leading Google Premier Partner managing millions of dollars in annual Google Ads spend, we strongly advocate for the platform. Our digital team collaborates closely with Google's enterprise team to implement best practices for all our clients. However, we’ve discovered that not all Google recommendations are equally effective. Many of our new clients come to us with ad […]
The Raleigh House, a valued client and marketing partner, had a clear vision: elevate their website's user experience and project an image of luxury and exclusivity. This, they believed, would resonate with their target audience and boost engagement. While a complete website redesign was on the table, we knew we could achieve some "quick wins" […]
Entrepreneurial Insights from a Market Disruptor Market disrupters are drastically changing the healthcare industry, creating more accessible solutions and lucrative business models by addressing unmet needs with innovative solutions and scalable business models. Psych360 was one of the early disruptors to transform access to mental health care in long-term care facilities. According to a National […]
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. […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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? […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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. […]
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. […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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- […]
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 […]
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. […]
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 […]
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 […]
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 & […]
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 […]
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 […]
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 […]
Google Trends is a powerful but underutilized tool that helps healthcare marketers It also allows marketers to analyze search term popularity over time, explore related keywords, and compare how search terms vary across different geographical areas. In this article, you’ll learn: What is Google Trends? Google Trends is an online search tool that analyzes the […]
