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 ..read more

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 SEO. An SEO competitor analysis allows you to research your competitors’ SEO strategies and tactics, their weaknesses, and strengths, so that you can improve your own SEO. Ready to dive in? This blog post offers a five-step guide to performing an S ..read more

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. I want to lose fat, build muscle, and feel healthier.” When she shared this story with me, we laughed and remarked on how far things have come in recent years. When we were growing up, no one in polite company would dare say the word “menopause.” Clara’s little anecdote inspired today's topic, so I asked if I could share ..read more

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 not equal causation, Google has mentioned in their documentation the importance of the correct schema to help improve their search results. But what exactly is schema markup? Schema markup is a form of structured data that ..read more

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 resulting from obesity). Though there is still a long way to go, more healthcare consumers recognize the inherent value of preventive healthcare services like annual physicals, immunizations (despite growing po ..read more

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 seemingly innocuous patient email marketing campaigns are yet another area where you could inadvertently run afoul with HIPAA regulations, or, even worse, suffer a breach. To understand this complex topic better, I recently interviewed Dean Levitt for our podcast. Dean ..read more

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 the mix too many fingers in the pie, and a simple interview process can turn into a big waste of time and money. In today’s blog post, I share an effective editorial workflow you can implement today between your healt ..read more

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 Ps” definition. In any event, this marketing mix remains essential for any successful marketing strategy. What Are the 7 Ps of Marketing? The 7 Ps of marketing are: Product. Packaging. Positioning. Price. Place. People. Promotion. As products, markets, customers, and needs chan ..read more

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: Allocate resources more efficiently. Tailor marketing initiatives to align with specific goals. Achieve long- and short-term goals. Boost website visibility on search engines like Google. In this blog, we’ll cover the unique roles of SEO and SEM in healthcare marketing and how they work. We’ll also shar ..read more

Digital marketing strategies fail when they’re not aligned with your brand.  Picture this: a cardiac center that prioritizes personalized care and leading-edge technology. This brand champions expertise, compassion, and patient empowerment. What would happen if the marketing department of this brand launched a social media campaign featuring younger hospital staff doing a trendy dance? Imagine flashy, meme-filled infographics and contests with fitness wearables as prizes. Such a major misalignment of the brand’s core values would fail to capture the primary target audience—older adults co ..read more