Your Choice: Difficult or Effective Consumer Healthcare Marketing

By Stewart Gandolf
Chief Executive Officer

We all face the challenge of working smarter, not harder. Man sitting at desk looking at laptop in frustration

Healthcare marketing professionals know the struggle to deliver maximum results from limited or shrinking resources. So one of the important questions is: Where to get the biggest bang for your digital marketing?

Glad you asked. It seems that the research folks at Ascend2 tested the waters on that question, and, along with the Marketing Charts site, can now report which tactics are perceived to be the most effective vs. most difficult. Let us know if you agree.

Digital Marketing Tactics chart

Looking at the ratio between “most effective” and “most difficult” digital marketing tactics, marketing professionals say the answer is…a near tie between EMAIL and WEBSITE.

Email has a slight edge where 61 percent of survey respondents consider it effective, while only 22 percent score it as difficult. Website numbers are 59 percent effective and 18 percent difficult. At the opposite side of the scale, respondents rate DISPLAY ADS at only 11 percent effective, but they put the difficulty is at 21 percent.

Healthcare and medical marketing professionals might agree with this data, although the survey participants were slightly skewed toward B2B. That said, how would you rate the digital marketing tactics listed in this chart?[bctt tweet=”The important questions is: Where to get the biggest bang for your digital marketing?”]

But wait…what about video?

Video, a popular digital marketing tactic for hospitals and group practices, is presented separately by Marketing Charts, noting that video marketing effectiveness is growing.

Video Content Types chart

“One of the chief elements of an effective strategy, of course, is setting appropriate objectives. For respondents to the Ascend2 survey, increases in brand awareness (47%) and online engagement (45%) rank as the most important objectives of an effective video strategy, followed by improved customer education (43%).

“When asked to cite their most effective video types used, respondents grouped three at the top:

  • Customer testimonials (51%);
  • Explainer/tutorial videos (50%); and
  • Demonstration videos (49%).”

Marketers are increasingly using outside resources for video creation to assure quality and connectivity. Clearly, professional video production—for content, television commercials and online placement—is a specialized talent. We’ve created many medical marketing video projects, so please give us a call before you begin.

As additional reference, the 2016 State of Digital Marketing Summary Report is available on request from Ascend2. And for related reading: Finding the Video Sweet Spots that Engage Healthcare Viewers and Why Videos Are Hospital Marketing’s Secret Weapon.

Stewart Gandolf, MBA

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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