Healthcare Marketing

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 …

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The Post-COVID-19 Patient Journey: What’s next for healthcare?

COVID-19 transformed the patient journey, and it’s clear when we evaluate every step. Data and technology gave patients the convenience, flexibility, and control to get care on their terms, and these changes will be here to stay. From marketing to scheduling to payments and more – providers and payers have ample opportunities to respond to …

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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.  …

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

Imagine being a health system marketing executive from a world in which your brand is highly recognized. Now, imagine transitioning into a world where people have low awareness of your brand and the type of care you provide. Johnny Smith, Vice President of Marketing Services at Encompass Health How do you build brand awareness for …

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4 data-driven healthcare marketing strategies to re-engage patients after COVID-19

This is the first in a series of blog posts exploring how the patient journey has transformed as a result of COVID-19. This series will take you through the changes that impacted every step of the patient journey and provide strategic recommendations to move forward. In this post, we explore the role of healthcare marketing …

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The State of Patient Access 2.0: 4 opportunities to strengthen the digital experience

“93% of providers say creating a better patient experience remains a top priority, up 3% from last year.” – Experian Health’s State of Patient Access, June 2021 Download now In November 2020, we surveyed patients and providers for their sentiments on how patient access changed because of the pandemic. During this time, patients welcomed the …

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

Paid search is a powerful tool for healthcare marketers. Unlike organic SEO, paid search advertising (also known as pay-per-click or PPC) allows healthcare brands to attract patients and communities by instantly bringing a site to the top of the search results. So, why is the pay-off for PPC falling short for so many? This is …

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6 Key Healthcare Trends Emerging from the Pandemic

We know the pandemic has spawned new healthcare trends. And often, our business is in a unique position to observe and analyze these trends in real-time. With clients across the full spectrum of healthcare, we monitor how providers and other healthcare organizations are affected by COVID-19 and what they’re doing to evolve and survive. Employee …

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Healthcare Transparency: Pandemic cool down turns up regulatory heat

The pandemic dominated healthcare in 2020, but it won’t be recognized as a reason to delay complying with CMS’ price transparency mandate, which went into effect on Jan. 1, 2021. In a recent study conducted by HealthAffairs indicated 65 of the 100 largest hospitals in America had not complied as of February 2021. And new …

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Healthcare Marketing to New Residents

More than 7 million households moved to a new county during the pandemic. Huge numbers of Americans deciding to escape busy urban centers is one unexpected side-effect of COVID-19 that’s hitting healthcare providers hard. According to a Pew Research Center study, more one in five relocated during the pandemic or know someone who did. More …

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Healthcare Marketing to Seniors: How to Create and Distribute on-Target Messaging

Is your “marketing to seniors” an audience turn-off? Are you inadvertently alienating the mature audience that you want to attract? Many people get genuinely upset—insulted, really—for a simple reason. This audience doesn’t like being included in the advertiser’s image of a “mature audience.” It seems to portray them as nearly over-the-hill, which is strongly contrary …

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

Hospital and health system CEOs must lead their teams to successfully deal with innumerable daily challenges. And we understand that there’s more than marketing on your mind. CEOs are responsible for delivering excellent healthcare to communities, patient experience, patient safety, physician relations, reimbursements, donors, employee relations, treating COVID-19 patients, vaccine distribution, capital investments, maintaining and …

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How to Market Your Telehealth Services

It was stunning to witness the explosion and adoption of telehealth in the healthcare industry. Just over a year ago, before the COVID impact, the tele-techno adoption rate was zero to glacial at best. But suddenly, the healthcare industry was transformed from top to bottom. Of necessity, healthcare systems, hospitals and medical practices responded with …

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

Healthcare consumerism has changed the way we do marketing for hospitals. Why? Because the patient is now the modern consumer. They demand more, and this demand has caused hospitals to develop consumer-friendly services and processes. While the previous patient was fine waiting in line, today’s consumer wants it now. The patient of the past took …

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How to Prepare for Google’s Upcoming User Experience Update

Your website plays an important role in the overall patient experience, especially in the age of COVID-19. As important as interactions with staff, a website is where patients access health information, communicate with healthcare providers, and even make appointments. Google knows this, which is why user experience has always been a part of SEO best …

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

Did you know that Google demands exceptionally high standards from healthcare websites? Due to the potential consequences of misinformation, the search engine expects sites in the medical and health fields to produce content that demonstrates especially high levels of “expertise, authority, and trustworthiness” (E-A-T). If you’re a doctor, hospital, or medical organization, you understand and …

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

Technical SEO mistakes can throttle the effectiveness of your healthcare website and its visibility on Google. What’s more, technical missteps can often invisibly impair the health of your entire website, not just a few pages. Over the years, we’ve conducted hundreds if not thousands of technical SEO audits and in-depth analyses. We’ve observed many commonalities …

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The Latest Physician Liaison Strategies for Building Doctor Referrals

As a healthcare marketing agency, we talk a lot about the many ways to grow an organization, from digital marketing and paid search to traditional advertising and branding. But there’s another crucial way to grow a health practice, hospital, or health system, and that’s with doctor referrals. Of course, most hospital CEOs recognize that positive …

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How to Structure Your Healthcare Call Center for Success

In the healthcare industry, growth happens because of a positive and meaningful patient experience. Yes, digital marketing and advertising help bring people in, but patient satisfaction develops after that first phone call. Patients are real people who need effective communication during every stage of the patient journey. When ethical marketing efforts convince potential customers to …

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Virtual Care in the Post-COVID World: How to Prepare Your Healthcare Environment

Nicole Muehlenhaus, Senior Product Manager, Ergotron As the COVID-19 pandemic accelerated telehealth adoption, many patients and providers supported the remote-friendly technology. While the big spikes of usage may slow, adoption is still far ahead from where it was pre-pandemic, and we expect that to remain. In fact, the global telehealth market is projected to reach …

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Sports Marketing and Sponsorships for Healthcare Brands

One of our long-time clients, a prominent doctor in women’s health, asked our team for insights about sports marketing and sponsorships. Having recently entered into a private equity partnership, he wondered whether leveraging pro sports might be a good fit for his growing business and brand. Don’t forget: women love sports too. The reality is …

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[Podcast] The Art of Human Care

Hassan Tetteh, MD, author of“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 …

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Why You Should Demand a Team of Healthcare Marketing Specialists

Typical healthcare marketing specialists? We recently received an inquiry from the Marketing Director for a 40-location, single-specialty medical practice in the Midwest. Even though it was after hours, I was available so I took the call. Michelle (not her real name) and I hit it off immediately. She told me about her demanding job and …

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

Dr. Jim Merlino, Chief Clinical Transformation Officer, Cleveland Clinic Despite having entered the US eight months ago, COVID-19 remains a 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, health systems, hospitals, and medical providers are  uniquely qualified to …

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Envisioning a 5G-Powered Retail-Healthcare Hub

Mitzi Amon, Director of Healthcare Marketing at Vertiv If you’ve been to a big-brand grocery or department store recently, you probably noticed some form of healthcare outlet – or maybe you didn’t. These in-store pharmacies and clinics have become so omnipresent, right there next to the diapers, dog food, and green beans, that unless you …

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

Jay Geer, President, Miller Geer & Associates 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 …

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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 …

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How Are Healthcare Consumers Responding to the Coronavirus Pandemic?

COVID-19: The New Normal for Healthcare Consumers 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 …

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Healthcare Success hires new senior executive to lead creative development and execution

The Healthcare-Focused Marketing Firm Welcomes Executive Creative Director Dana Callow IRVINE, Calif., April 24, 2020 – Adding to the recent expansion of its leadership team, full-service healthcare marketing and advertising agency Healthcare Success is proud to announce the hiring of Executive Creative Director Dana Callow. Dana Callow, Healthcare Success:Executive Creative Director A seasoned marketing professional, …

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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. Stewart Gandolf, CEO, Healthcare Success Kathy Gaughran, Senior Healthcare Marketing Strategist, Healthcare Success While some substance abuse and behavioral health centers are withdrawing from marketing, others are increasing their budgets to take advantage of the …

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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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Vein Practice Marketing Strategies to Implement Now

Marketing Strategies to Implement Now For Your Vein Practice A Webinar Sponsored by the American Vein and Lymphatic Society COVID-19 has caused massive economic disruption to virtually every kind of business, including vein practices. Which marketing strategies should you begin now, and which should you implement in the coming months as the crisis slowly subsides? …

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Telemedicine & Telehealth Emerge as Medical Marketing Opportunities During COVID

March 17, 2020, may well be remembered as the day the telemedicine revolution finally took off. Telemedicine and Telehealth‘s adoption, fast-tracked by Coronavirus/COVID, will create profound changes in how healthcare services are provided — while also spawning new healthcare marketing opportunities. Telemedicine & Telehealth: Innovation & Opportunities Earlier last month, in the interest of public safety, …

Telemedicine & Telehealth Emerge as Medical Marketing Opportunities During COVID

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COVID Healthcare Marketing Questions: Pause, Pivot, or Push Forward

COVID Healthcare Marketing Webinar COVID-19 has changed the healthcare industry quicker in the last two weeks than in the last 50 years. With medical practices temporarily shutting down and elective procedures put on hold, what should healthcare networks and healthcare specialists do with their marketing campaigns‘ strategies? Stewart Gandolf, CEO, Healthcare Success Aaron Clifford, SVP …

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