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

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

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

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

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

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

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

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