Local Search Marketing for Healthcare + Mistakes to Avoid

Why Local Search Marketing Strengthens Your Overall SEO Strategy (Plus, 16 Common 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 […]

Patient Engagement Trends 2022 | Healthcare Success

9 Major Patient Engagement Trends to Embrace in 2022

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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Healthcare Success Privacy Policy Updated 1/7/2020 Healthcare Success, LLC is committed to protecting and maintaining your privacy. We understand that it is a privilege for us to be trusted with your personal information. To get full access to our services, we ask you to give us information that we understand is very important to you. […]

Google’s Responsive Search Ads | June 2022 Changes

Google’s Responsive Search Ad Changes: What You Need to Know

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 […]

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 […]

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 […]

What is Integrated Marketing and Why It’s Crucial for Healthcare Brands

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 […]

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 […]

Social Media in Healthcare: 7 Ways to Increase Consumer Engagement in 2022

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 […]

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

How Healthcare Advertisers Can Target Audiences Without Third-Party Cookies

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 […]

How to Market to 65 Million Generation X Consumers to Win Their Business & Loyalty

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 […]

Why you should not abandon traditional media marketing

Why You Should Not Abandon Traditional Media Advertising (& What to Do Instead)

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 […]

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, […]

5 healthcare consumerism shifts crucial for marketing

Major Healthcare Consumerism Shifts You Need to Embrace Now 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 […]

How to Build a Fruitful Partnership with Your Healthcare Marketing Agency

Building a cohesive marketing strategy that supports your long-term business goals takes collaboration, time, and expertise—not to mention continuous oversight and optimization. Hiring a marketing agency is an excellent option, especially when you need specialized expertise or simply don’t have the necessary resources available. The challenge? Not every agency-client relationship is fruitful. And some can […]

Best of 2021: 14 Insights from Healthcare Marketing Experts

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 […]

5 Most important trends shaping healthcare marketing in 2022

5 Most Important Healthcare Marketing Trends 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 […]

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 […]

Branding checklist for multilocation practices

Branding Checklist for Multilocation Providers: 7 Things to Consider Before You Start

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 […]

3 Tips to Building a Living Brand that Endures Online

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 […]

How to Choose the Right Healthcare Content Types for Your Marketing Message

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 […]

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 […]

How to Build a Healthcare Content Marketing Strategy: A 10-Step Guide

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. […]

5 Steps to Creating a Breakthrough Healthcare Brand with Low Consumer Awareness

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

7 most common ppc mistakes in healthcare

How to Avoid the 7 Most Common Paid Search Mistakes in Healthcare

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

6 Key Healthcare Trends Emerging from the Pandemic

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

Digital Marketing to Physicians: How to Capture the Attention of Today’s Time-Constrained HCPs

In this guide, learn best practices for digital marketing to physicians, including tips on capturing the attention of today’s busy HCPs.

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

A CEO's Guide to Hospital Marketing Strategies: 7 Wins You Should Expect from Your Investment

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

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

How to Market Your Telehealth Services

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

How Doctors and Hospitals Can Help Defeat COVID-19 Vaccine Resistance and Misinformation

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

How to Create a Strong Hospital Brand that Attracts the Modern Consumer

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

How to Prepare for Google’s Upcoming User Experience Update

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

Google E-A-T and Healthcare Content: How to Deliver the Quality Google Demands

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

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

These 7 Technical SEO Problems Can Cripple Your Website’s Visibility on Google

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

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

The Latest Physician Liaison Strategies for Building Doctor Referrals

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

How to Structure Your Healthcare Call Center for Success

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

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

How to Create an Effective COVID-19 Vaccine Communication Strategy for Your Patients

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

Sports Marketing and Sponsorships for Healthcare Brands

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

The Art of Human Care

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 […]

Is COVID the Rx for the Pharmaceutical Industry's Reputation?

As the COVID-19 pandemic continues to bring the world's economies, healthcare systems, and communities to their knees, the Pharma industry appears to be the shining hope to help us return to a new normal. Could the industry's response to this global public health crisis be the Rx for its tarnished reputation? The Pharma industry has […]

How Cleveland Clinic Helps Employers Create a Safer Workplace During COVID-19

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 […]

[Podcast] Hospital Crisis Management and Healthcare PR in the Age of COVID-19

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, […]

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 […]

[Podcast] How to Find and Select the Ideal Healthcare Marketing Agency: 8 Smart Steps

What’s the best way to choose a healthcare marketing agency? While I (Stewart) have plenty of ideas about the process of picking the best healthcare marketing agency for your hospital, medical practice, or healthcare network, I thought it would be valuable to ask my friend and venerable colleague, Ed Bennett, to share his opinions during our […]

[Podcast] How to Adjust Your Creative Strategies In Response to the COVID-19 Pandemic?

COVID-19 has been a life-changing event for us all. It's the kind of event that has lasting effects on people that we can't even truly see just yet. We've thrust an entire population into a cycle of grief that is ubiquitous but unique to every person. How will the healthcare consumer, patient, and caregivers' needs, […]

Animated graphic of people with face masks on

How Are Healthcare Consumers Responding to COVID/the Coronavirus Pandemic?

A “new normal” is emerging in healthcare for both providers and patients. Healthcare industry leaders and medical marketing professionals constantly struggle to keep pace with changes. We all have the challenge of adjusting to pandemic demands and shifting consumer attitudes. Some questions are emerging: What do healthcare patients want and expect in a post-pandemic world? […]

Addiction Treatment Center Marketing Webinar: How to Adjust Now and After COVID

We have never seen an addiction treatment marketing landscape as the one that continues to evolve due to COVID-19. While some substance abuse and behavioral health centers are withdrawing from marketing, others are increasing their budgets to take advantage of the void in the recovery marketplace. While some centers are struggling to keep up […]

How to Rebuild Your Medical Practice Now and After COVID-19 | Square Image

Webinar: How to Rebuild Your Medical Practice Now and After COVID-19

The following webinar was sponsored by the American Osteopathic Association and took place Thursday, May 7. Almost every osteopathic practice has experienced financial loss due to the COVID-19 pandemic, and many are reeling. Fortunately, there are many marketing and communications strategies you and your team can implement to help protect your practice now and prepare […]

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