Why Your Brand Strategy is Essential to Your Healthcare Digital Marketing Success
Healthcare Success
by Stewart Gandolf
1M ago
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
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Optimizing PPC for Multilocation Providers in Healthcare
Healthcare Success
by Stewart Gandolf
1M ago
Managing a PPC strategy for any sized business is complex and challenging. But organizations with dozens or hundreds of locations face even more hurdles: Multilocation providers must consider each location’s unique needs, competitive situation, and business objectives—compounding the complexity of managing an accurate and effective PPC (aka pay-per-click or paid search) strategy. The good news is that well-executed PPC campaigns drive conversions, enhance brand visibility, and fuel business growth—especially when paired with strategic PPC landing page optimizations. In this guide, I present ac ..read more
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Healthcare Marketing Trends in 2024: How to StayAhead
Healthcare Success
by Stewart Gandolf
1M ago
We hope your holiday season was filled with good cheer and plenty of new business opportunities. Now that the holidays have drawn to a close, it’s time to return to your 2024 marketing plan and make adjustments that ensure your business is taking advantage of the latest trends in healthcare marketing to reach patients and HCPs more effectively and make a lasting impression. Here is what we will cover: Artificial Intelligence Moves Into the Spotlight Google’s Helpful Content Updates Continue to Emphasize User Intent Podcasts Emerge as a Larger Player in Healthcare Advertising Telehealth Contin ..read more
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Doctor Marketing: How to Integrate Doctors Into Your Marketing Programs
Healthcare Success
by Stewart Gandolf
3M ago
Doctors are central to the success of virtually every multi-location healthcare practice and health system we work with. Moreover, today’s doctor partners have strong opinions about marketing and growing their locations within the larger business. Some of the hospitals and multilocation practices that engage our agency have doctors, executives, investors, and other stakeholders aligned around their brand strategy and marketing plan. However, others do not. For example, a fast-growing PPM (physician practice management company) or DSO (dental service organization) might include dozens of doctor ..read more
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Is it Time for a New Healthcare Brand – Or a Rebrand?
Healthcare Success
by Stewart Gandolf
3M ago
Have your products, services, or target audience evolved to the point where they no longer align with your brand? Has your health brand become lost in a sea of sameness? Do your marketing assets feel stale and out of touch with your audience? Did your business neglect to establish proper healthcare branding from the beginning? Whether your current branding isn’t servicing your business anymore or your brand has evolved beyond your existing branding—it’s time for a rebrand. Most brands evolve every three to ten years, but healthcare rebranding doesn’t have to be scary or daunting. The healthcar ..read more
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Multilocation Healthcare Marketing: Minimum Daily Requirements
Healthcare Success
by Stewart Gandolf
4M ago
Do you want to compete in each of your local markets? Do you want to position your healthcare products and services where your target audience actively seeks them? If so, you need a custom digital marketing strategy and budget for each location. We like to call this budget the “minimum daily requirement.” Why is this so important? Unless you have a solid local strategy, your business will not show up online where and when it matters most. This means you’re missing out on a significant portion of high-intent users and potential revenue. No matter how many locations you have, you must remember ..read more
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Convert More Healthcare Consumers with Modern Conversion Rate Optimization Techniques
Healthcare Success
by Stewart Gandolf
4M ago
Healthcare consumers demand better, more personalized experiences at every touchpoint. According to Google, approximately 77% of people use search engines to start their patient journey.  Listen to the podcast: So, it makes sense for healthcare businesses to focus their attention on their websites, landing pages, and paid search campaigns. But what happens after your ads have captured their attention—especially with a PPC or display ad? Do the consumers convert or bounce? I recently interviewed Brian Massey, Founder and Conversion Scientist of Conversion Sciences, an agency dedicated ex ..read more
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How to Optimize Content for SEO to Rank Higher
Healthcare Success
by Stewart Gandolf
6M ago
Today’s trusted healthcare sites feature up-to-date, accurate information.  They also boast SEO-optimized content.  To stay ahead of your competitors in organic search results and reach the right target audience, you must regularly update your content for SEO.  In this blog, I share how to do this in five steps.  First, let’s define content optimization.  What Is Content Optimization? Content optimization is improving a website or web page so that it’s easily found and understood by search engines and people.  This process can apply to everything from building a b ..read more
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Patient Engagement Strategies for Marketing Success
Healthcare Success
by Stewart Gandolf
7M ago
As a hospital or health system, you know the value of patient engagement.  You understand that it’s crucial for improving the overall patient experience and health outcomes for people of all socio-economic classes.  But are you up-to-date with the latest patient engagement strategies? In this blog post, I’ll share ten targeted marketing campaigns to help you increase patient engagement.  But first, a primer on why this is a savvy investment for any hospital or health system. What Is Patient Engagement? According to the National Library of Medicine, patient engagement involves de ..read more
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Beyond Marketing: Understanding the Role of Healthcare PR
Healthcare Success
by Stewart Gandolf
7M ago
People often confuse marketing and public relations (PR), but they are not synonymous. They do, however, work best together.  In fact, we often include healthcare PR services in our marketing plans along with other key strategies, including branding, digital marketing, traditional advertising, internal marketing, and professional referral building. So, What Exactly Is PR? Public relations is a strategic process that builds mutually beneficial relationships between businesses, organizations, influencers, and their target audiences. Often, these relationships are managed by trained professi ..read more
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