Editor's Note: The marketing concepts discussed in this article-authored by Healthcare Success for ImagingBiz-also apply to many professional, medical and healthcare marketing situations. ImagingBiz is a unique industry publication that delivers business intelligence for hospitals, imaging centers and radiology practices. This education and information portal offers a wealth of expertise on the rapidly changing world of medical imaging.
Many, if not most, of the top imaging business websites fall short on their revenue building potential—far short. And they waste precious marketing resources in the process.
In our survey of the websites of the 60 top imaging centers and radiology practices in the US, Healthcare Success Senior Consultant Steve Smith reports good news and bad news from a marketing perspective.
We could rate only a couple of these websites as "excellent" and a few others as "good." Overall, there's much room for improvement, but the bad news continues.
Most sites offered no video content, which is one of the most effective new tools to boost website impact and payback. Only two of the websites surveyed—a fraction of one percent—included video content of any kind.
And while that's a failing for these no-video-content facilities, it's an open opportunity for the imaging center that wants to move ahead of the competition. A refreshed and engaging website with video also addresses other key marketing issues.
In general, our snapshot survey also tells us that, although most imaging centers have a website, this slice of their marketing budget likely fails to produce a decent Return-on-Investment (ROI). Who can afford to waste money when most facilities are doing daily battle with rising costs, shrinking reimbursements and relentless competition?
Perhaps you can relate to the most common pitfalls that we spotted-a failure to differentiate, and target audience miscalculation.
Using video content online and leveraged in other applications is a chance to assume a commanding leadership position while the competition sleeps. Here are seven more reasons why using video content makes good business sense right now.
You might say that we're sort of video evangelist. We believe that video belongs in everyone's healthcare marketing plan.
What's more, we practice what we preach, and recently produced a free six-part instructional series of videos about video titled Healthcare Video Marketing Secrets. You're welcome to watch them all on our website at
Imaging centers in particular are poised to use video to move ahead of the still-sleeping competition. You'll find that video is a powerful marketing tool, and it is far easier and less expensive than you might think.
Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.