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Topics: Internet Advertising
Internet Ads are the New Yellow Pages, Only Better
The Intern is a delightful, Robert De Niro and Anne Hathaway comedy/drama. Those of us in healthcare marketing and advertising see some amusing contrasts between old-school business and present day online enterprises and Internet ads. If you’re old enough to remember phonebook advertising, you’ll likely recognize that Internet ads are the new Yellow Pages (print) […]
Is Your Embarrassing Physician Website Costing You Money?
Great business minds will remind us that procrastination is a thief. It robs us of time, opportunity, and in some situations, it steals cold, hard cash. “To think too long about doing a thing often becomes its undoing.” ~ Eva Young Simple neglect or forgetfulness can undermine the best intentions and solid returns of a […]
How to Convert Internet and Advertising Generated Inquiries Into Patients
As I was reviewing some advertising tracking data with a client recently, our client (a physician in a large medical group) observed how the “Internet shopper” category accounted for a high percentage of no-shows and cancellations. His first impression was that Internet shoppers are more fickle or impatient by nature. Could it be that the […]
7 Tips: Taking Your Social Media Persona to the Next Level
The popularity of social media in its various forms—Facebook, Twitter, LinkedIn, blog, etc.—is a fairly recent phenomenon. And for a large segment of society, it is social media that stitches together the blanket of connectivity that we can’t seem to do without. At last count, about 73 percent of online adults used social media sites […]
Internet Mistake #4: Your Website Ain’t No Field of Dreams
[Series Installment: The Worst Mistakes Medical Groups and Healthcare Organizations Make When Trying to Attract Patients from the Internet, Mistake Four: Believing Your Audience Will Find You on its Own; from the Healthcare Success Educational Library.] Search Engine Optimization (SEO) for a website is like the fuel for your car. A beautifully engineered and full-appointed […]
Hospitals Shift More Digital Dollars To Influencing Physicians
Hospital executives say they are increasing their digital marketing budgets to reach and influence doctors. Close to 30 percent (on average, about $13,000) is aimed at physicians, and the balance targets consumers for the typical small hospital budget. This data comes from an informative report available from UBM Medica US. Among the findings, hospitals—like other […]
The Much-Neglected Secret to Beating Your Healthcare Competition Online
As long as everyone’s preoccupied with the big game this weekend: Remember, you don’t win football games by getting the football as far as the Red Zone. It’s crossing the goal line that makes you a winner. There’s a much-neglected technique in online advertising that you can use to push across the goal line, bring […]
Real-Time Bidding: The Budget-Stretching Online Advertising Revolution
[First in a series. Introduction to RTB. ] Internet advertising has always been more than a bit complicated and more than a bit technical. The typically rectangular Banner Ad is the most familiar, most prolific and usually appears in context with the web page content. The revenue model for banner ads can vary. Payment may be […]
The Push and Pull of a Winning Hospital Ad Strategy
As of today, only a few hospitals in the United States have ventured into “the new frontier for health ads,”—using Facebook or Google online ads to attract new patients. (By one estimate, a lonely few of 150 hospitals out of 6,000 have ventured out to this digital edge.) With 97.5 percent of the nation’s hospitals […]
