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Category: Healthcare Marketing
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11 Marketing Strategies That Support Personalized Healthcare

More companies are making high-quality healthcare easier to access and more affordable by embracing data and technology. While healthcare has historically been among the slowest to accept new technologies, the pandemic has sped adoption. Healthcare businesses must offer leading-edge services and build patient-centric marketing strategies to differentiate themselves from competitors, boost retention and recruitment, and […]

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Competition in healthcare is increasing - rapidly and dramatically

If you’re in business, you have competitors.  Whether you represent a hospital, health system, or multilocation practice, competing healthcare businesses are developing innovative business models—right now—and they’re targeting your market. What’s more, your highest revenue service lines are likely already facing stiff competition from all angles.  Even worse, the marketplace for virtually every type of […]

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14 Ways to Reduce Long Patient Wait Times

The pandemic fast-tracked the growing notion of healthcare consumerism, spurring several changes in the healthcare industry. These changes include modernizing business processes and focusing on improvements that positively impact patient wait times and appointment times.  It is well-established that longer patient wait times negatively impact patient satisfaction, specifically regarding patient confidence (in the provider) and […]

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15 Healthcare Marketing Strategies

Healthcare consumerism has drastically changed the way healthcare professionals need to market and deliver their services. Today’s consumers expect a healthcare experience as innovative and digitally advanced as any other industry. Hospitals, health systems, and medical practices must evolve to meet these changing needs to remain competitive or risk falling behind. As more healthcare professionals provide accessible online […]

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How to adapt your marketing now that private practice has come an endangered species

We're living through a seismic shift in how physicians deliver medical care in the United States.  Here's a brief timeline: In 2012, 60.1% percent of physicians worked in physician-owned practices. By 2018, that percentage had fallen to 54%. At the end of 2020—for the first time ever—less than half (49.1%) of patient care physicians worked […]

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8 Ways to Enhance the Patient Experience

We know that today's healthcare consumers want instant and accessible services.  The QR code allows hospitals and healthcare providers to satisfy this need with immediate physician-patient interaction and engagement – all through smartphones and tablets.  Placed strategically, the QR code does wonders for marketing. And today more than ever, they are considered the green, hygienic, […]

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how to write an effective press release

As more businesses favor social media channels for timely business communications, you may think press releases have become outdated or old-fashioned. You might even ask yourself, "Do we even need press releases anymore?"  The answer is an unequivocal "Yes." Consumers and journalists still view press releases as one of the most trustworthy sources of brand-related […]

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How to Choose the Right Programmatic Analytics Platform

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 […]

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The role of Google, facebook, and yelp reviews in the era of healthcare consumerism

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 […]

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How to Create a Healthcare Social Media Calendar

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 […]

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Healthcare Industry Competitive Analysis

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 […]

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Local Search Marketing for Healthcare + Mistakes to Avoid

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 […]

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Patient Engagement Trends 2022 | Healthcare Success

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 […]

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Google’s Responsive Search Ads | June 2022 Changes

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 […]

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What is Google Business Profile & How to Use it to Get More Healthcare Consumers

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 […]

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Four Reasons Facebook & Instagram Advertising Are Essential for Healthcare Marketing

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 […]

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What is Integrated Marketing

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 […]

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What is Programmatic Advertising? Plus, 9 Tips on How to Get Started

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 […]

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Consumer Engagement Blog

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 […]

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Third-Party Cookies Are Going Away. Here’s What You Can Do.

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 […]

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How to market to 65 million generation X consumers

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 […]

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Why you should not abandon traditional media marketing

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 […]

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7 strategies for healthcare marketing to gen Z consumers

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, […]

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5 healthcare consumerism shifts crucial for marketing

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 […]

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Best of 2021

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 […]

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5 Most important trends shaping healthcare marketing in 2022

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 […]

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How to measure and optimize healthcare content performance

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 […]

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Branding checklist for multilocation practices

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 […]

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how to build a living brand

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 […]

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how to select the right content types

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 […]

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Build your brand with live and virtual healthcare events

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 […]

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healthcare content marketing strategy

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.  […]

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Headshot of Johnny Smith, Vice President of Marketing Services at Encompass Health

Read the summary of our latest podcast, featuring Johnny A. Smith Jr. of Encompass Health and Stewart Gandolf of Healthcare Success.

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7 most common ppc mistakes in healthcare

Our paid search experts share the seven most common PPC mistakes in healthcare and how to avoid them. Read now.

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Desktop computer with the word Wellness on the screen.

Discover six key healthcare trends emerging from the pandemic, according to a podcast interview with Darwin Research Group.

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Female CEO posing for a photo with the office building and river behind her.

In part one of the CEO’s Guide to Hospital Marketing Strategies, learn seven wins to expect from your investment, including a positive ROI.

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A couple sitting on the sofa with a laptop featuring a telehealth appointment.

Get expert tips on how to market your telehealth services online and beat your competition.

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We can do this campaign.

Doctors and hospitals can educate patients on the safety and importance of COVID-19 vaccines. Learn how to craft your message.

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A shopping cart

Discover five ways to build a strong hospital brand for the modern healthcare consumer and reach your target audience.

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Digital health readout

Learn about the May 2021 Google Page experience update to prepare your site with Core Web Vitals metrics.

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Pacman

Learn Google’s high standards for content, including how to demonstrate Google E-A-T for healthcare content.

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Computer will illustrated rocked ship taking of with the words SEO underneath

Discover 7 of the most common technical SEO issues found in healthcare websites in order of importance.

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A woman sitting at her desk being handed a variety of tasks.

Get expert advice on today’s latest physician liaison strategies to build doctor referrals.

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Multiple old school red phones hanging from the ceiling.

Healthcare call center best practices to improve patient experience. Discover how to develop effective contact center strategies for your healthcare organization.

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An illustration of men and women standing around a giant vaccine bottle and needle

Learn how to craft an effective communication strategy for COVID-19 vaccines for patients in healthcare practices and medical organizations.

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Photos of young women at a sporting event

Learn about sports sponsorship opportunities. Healthcare Success shares four sports marketing strategies for healthcare brands to increase brand awareness and grow their practice.

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Dr. Hassan Tetteh

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 […]

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Photo of James Merlino, MD

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 […]

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Photo of Jay Geer

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, […]

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Why healthcare should care about OTT advertising

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 […]

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