Is traditional media dead? Not even close. In this episode, Stewart Gandolf and Charlie DeNatale, Media Buyer at Healthcare Success, discuss the resilience of traditional media and its evolving role in healthcare marketing. Despite the rise of digital, marketers spend billions yearly on traditional advertising including TV, radio, and out-of-home advertising. Charlie shares why these […]
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 […]
Is your digital marketing strategy wasting budget on ads that don’t convert? In this week's episode, Stewart Gandolf talks with Brian Massey, Founder and Conversion Scientist at Conversion Sciences. Together, they explore the power of conversion rate optimization (CRO) to lower your cost per acquisition (CPA). They discuss how optimizing landing pages, refining messaging, and […]
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 […]
Do you remember choosing between two types of COVID tests? PCR tests were highly accurate but took several days to get results. Meanwhile, antigen-based “rapid tests” offered results within minutes, but were far less accurate. In this week's episode, Stewart Gandolf speaks with Martin Price, CEO of HealthTrackRx, to explore how an innovative business model, […]
How can multilocation specialty practices overcome the barriers to earning critical doctor referrals? With tighter alignments between doctors and health systems, increased consolidation, and pressure to stand out, physician liaisons must take a more strategic and data-driven approach than ever before. In this week's episode, Stewart Gandolf sits down with Susan Boydell, Principal at Barlow […]
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 […]
Struggling to gain traction with your healthcare brand? In this week's podcast, Stewart Gandolf speaks with Ben Reynolds, Associate VP of CureMD’s Oncology Division (Oncentric), about a transformative branding journey. Facing low brand awareness (only 6% of community oncologists knew they had an oncology-specific offering), CureMD knew it needed a shift. Ben walks us through […]
Forward by Stewart Gandolf, Chief Executive Officer In my latest podcast, I sit down with our own Senior Director of SEO Strategy and Growth, Brandon Schakola, to discuss the growing impact of zero-click search and its effect on healthcare marketers. As AI reshapes search, traditional SEO strategies face new challenges. While I strongly encourage you […]
This week's podcast dives into successful sales leadership and is relevant to most healthcare verticals, including B2B sales in SaaS, pharmaceuticals, medical device, hospitals, etc. It also applies to high-value B2C sales, e.g., elective surgeries, orthodontics, senior care, and residential treatment centers. My guest, Chris Jennings, CEO of Chris Jennings Group, reveals the essential traits […]
Can social media influencers really drive results for medical device companies? In this episode, Wendy Suljak, VP of Consumer and Practice Marketing at NeuroStar, reveals how even smaller influencers can have a big impact on your social media and brand. She shares key takeaways from her recent medical device conference presentation, diving into how to […]
How do you market healthcare when there is limited physician access—and the focus is on managing care, not increasing patient volume? Health systems must rethink how they engage and direct patients—ensuring they get the right level of care in the most efficient and cost-effective way. In this episode, Dennis Jolley, System VP of Strategy and […]
In this episode, Melissa Fors Shackelford, Senior Vice President of Marketing at Let's Get Checked and I explore the powerful role of inclusive hospital marketing in healthcare. We discuss key strategies like diverse imagery, ADA compliance, and accessible communication methods (e.g., closed-captioning and Telehealth) and why they are essential for reaching a wide audience and […]
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, […]
How can you navigate the evolving Medicare Advantage market, attract new members, and keep your current beneficiaries engaged? I recently invited Doug Sprague to join me on our podcast to explore the current state of Medicare Advantage and how new CMS proposals and physician payment cuts are shaping the industry. In addition to being our […]
How can healthcare marketers and executives engage doctors in impactful storytelling to improve patient outcomes? In this podcast, Dr. Douglas Flora, Executive Director of Oncology Services at St. Elizabeth Healthcare, shares actionable strategies to overcome doctor reluctance and create powerful, doctor-driven marketing programs. Dr. Flora explains how he aligns marketing with what motivates his doctors […]
How can healthcare companies use marketing and branding to drive growth and reduce risks in preparation for mergers and acquisitions (M&A)? In this podcast, Victora Shepherd and I explore the critical role of brand integration throughout the M&A lifecycle, with a focus on private equity-backed healthcare companies. We discuss why marketing and brand strategy are […]
Are the digital tracking technologies you use for your website and healthcare marketing practices fully compliant with HIPAA regulations and digital tracking standards? You might think so, but even “industry standards” like the Google Analytics (G4) and Meta pixels are not compliant. To understand these issues better, I invite you to listen to my recent […]
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 […]
What does it really take to stay ahead in healthcare? The answer is thought leadership. Here’s why: It’s about more than just quick wins—it’s a long-term strategy. Collaborating with the right experts and crafting a powerful network of insights can pave the way for lasting brand awareness, credibility, trust, and sustainable growth. Together, these can […]
Did you know Google changes its algorithm up to 200 times a day? Yet many healthcare organizations still rely on SEO strategies and tactics that were "best practices" a decade ago. It’s no surprise that countless healthcare providers and other businesses are seeing drops in rankings and traffic after Google's Helpful Content Update. To help […]
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, […]
How are Integrated Delivery Networks (IDNs) shaping the future of healthcare, and what role—if any—does value-based care still play? In this episode, I sit down with John Marchica, CEO of Darwin Research Group, to discuss how IDNs are transforming patient care. We also examine the ongoing challenges of value-based care and why it continues to […]
You know about competitive compensation, life-enhancing benefits, a supportive company culture, and a healthy work-life balance. But, how do you ensure that your marketing efforts truly differentiate your organization, giving you a competitive edge? We’ve gathered our top recruitment marketing strategies to help position your organization as an employer of choice and attract high-caliber professionals. […]
Could direct-to-consumer (DTC) healthcare marketing be the key to building deeper patient connections and driving growth in your organization? Find out in our latest podcast featuring Breanna Hunt, Founder Partner at HealthReach, LLC, a consulting firm specializing in healthcare patient activation strategies for medical devices. Together, we explore how medical device and other healthcare organizations […]
Our Senior Marketing Strategist, Kathy Gaughran, recently shared invaluable insights at the 2024 Mental Health Marketing (MHM) conference about how to reach consumers during their healthcare journey. Since her session wasn’t recorded at the venue, I interviewed Kathy on our podcast so we could share her insights with our wider audience. Whether your healthcare business […]
The stigma surrounding behavioral health is finally fading, consumers are seeking help, and all types of behavioral health businesses are booming. Our Senior Account Director Paul Knipe, Josh Weum, and I were among the presenters at this year’s INVEST Conference, where we shared pivotal strategies to reshape your marketing approach—emphasizing the critical role of authentic […]
Whenever we partner with multilocation healthcare providers, we know that some of their locations will need more marketing “nutrition" than others. Still, we often must persuade leadership that all their locations need at least some love—even those with a full census. How can you invest your marketing dollars and energy appropriately across your multilocation portfolio? […]
Can healthcare organizations leverage influencer marketing to authentically connect with high-value patients and referring doctors, while staying compliant and brand safe? Find out in our latest podcast featuring Danielle Wiley, CEO of Sway Group, a leading influencer marketing agency. Together, we explore how this evolving strategy can and should be integrated into your broader marketing […]
Despite the influx of digital technologies into virtually every aspect of our everyday lives, healthcare is still a very human business. As a result, healthcare providers still heavily rely on positive relationships with their referring doctors and other healthcare professionals (HCPs). While leading health systems and hospitals have long employed teams of on-the-ground “physician liaisons” […]
Struggling with burnout while maintaining high-quality healthcare services that patients love? Tune in to our latest podcast as Lee Aase, founder of HELPCare, LLC, shares how he transitioned from his pioneering social media work at Mayo Clinic to lead an innovative membership-based direct-to-patient healthcare business. This podcast is a must-listen for healthcare leaders and primary […]
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 […]
Influencer marketing is hot! But with all the regulations, can pharmaceutical marketers really utilize influencers to reach consumers and HCPs? The answer is yes! Listen to our latest podcast as Malcolm Bohm, strategic advisor and board member for multiple life sciences companies, reveals how influencer collaborations can transform brand advocacy and audience engagement. Learn 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. […]
AI is flooding the internet with low-quality healthcare content that hasn’t been medically reviewed for accuracy. While this can (and should) be viewed as a big problem, it’s also a unique opportunity for hospitals and healthcare systems to stand out as trusted patient resources. We recently sat down with Ed Bennett, Founder of MarTech.Health and […]
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 […]
The healthcare industry is under immense pressure to produce content quickly. Generative AI might seem like a quick fix, but the industry’s specific challenges often get in the way. Learn how to streamline your content creation process without sacrificing quality or compliance. Here are our best tips: Prioritize Performance Analytics Determining the effectiveness of content […]
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 […]
The battle for the top position on Google search engine page results (SERPs) gets more difficult each year. As a result, you'll need to gain a deeper understanding of your primary and secondary competitors before you can start any new website build, redesign, restructuring project, or digital marketing campaign. You’ll need a competitor analysis for […]
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 […]
Is your email marketing HIPAA compliant? Do you have adequate encryption at every step? Are you sure? Remember, even a patient’s email address could be considered PHI if linked to a health condition or treatment. If you are suddenly feeling a little uneasy, I promise you are not alone. Most healthcare marketers are unaware that […]
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 […]
As an engineering undergrad, I took a Marketing 101 class on a lark, seeking to better understand the psychology behind consumer behavior and developing products with a competitive edge. On the first day of class, we learned the fundamental concept of the 4 Ps of marketing. However, today, I like to use an expanded “7 […]
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 […]
