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

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

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

Organic Social Media  When social media exploded onto the scene nearly two decades ago, marketers and healthcare professionals were a little too excited about its potential for healthcare marketing.  Who could blame them? The fantasy was great. ‘All I have to do is figure out how to create a free Facebook business page, and then our business will get lots of new patients the next day!’ (Everyone loves free patients.)  Sadly, the promise of social media fame and easy money far exceeds reality—then and now. In our experience, while organic social media can bring in a few new patie ..read more

The healthcare marketplace is crowded. As patient expectations continue to evolve, the need for thoughtful environmental designs that prioritize peace, tranquility, and healing cannot be overstated—they play a vital role in patient experiences and the perception of overall quality of care.  Studies have shown many positive effects of healthcare environmental design on medical outcomes. In addition to improving the patient experience,well-designed healthcare environments help reduce patient anxiety, speed recovery, provide an overall sense of well-being, and improve health outcomes. In th ..read more

Consumers across the globe have come to rely on search engines for reliable, trustworthy, accurate, and timely healthcare information. This has significantly increased competition among providers, making SEO—particularly local SEO—a crucial part of any digital marketing strategy. Local SEO is beneficial for any size business but critical for multilocation companies. By implementing local seo for multiple locations, healthcare businesses can boost their visibility in search results, attract more qualified leads, drive more patient acquisitions, and grow their revenue. In this post, I share the ..read more

Online reviews play a significant role in the success of any healthcare organization. In fact, patient reviews of doctors come in third as the most influential driver in consumers’ decisions1 (after insurance acceptance and location). Today, virtually everyone should use reputation management software (RMS) to solicit, manage, and respond to reviews.  Hospitals and multilocation practices especially require sophisticated platforms to manage reviews effectively at scale. What’s more, they can supplement their reputation management software platform with grassroots efforts focused on solici ..read more