Silos are for farming – not for marketing. The key to successful healthcare marketing is to eliminate “siloed” communications and develop a strategy that incorporates multiple platforms, while creating a …
Branding Matters: Don’t Just Focus on Conversion Campaigns
The war between marketing and sales has been fought in the trenches since the beginning of business, or at least, the beginning as we know it. In healthcare marketing, branding …
Geomarketing for the Healthcare Industry: Its Potential and Pitfalls
If you remember sitting in school thinking geography was unlikely to benefit your career, you’re not alone. But the ability to locate people based on data has become a cornerstone …
3 Tips for an Effective Content Audit
If your healthcare organization has been around for a while, it’s likely that you’ve accumulated a wealth of content during that time. Is it worth having all that content around? …
Reputation Management and the Age of the Consumer
“Reputation Management and the Age of the Consumer” might sound a little like Harry Potter and the Goblet of Fire, but there’s nothing magical about the damage your healthcare organization …
Understanding the Audience-Based Approach
Everyone hates a narcissist—you know, those people whose sole purpose in life is to promote “me, myself, and I” every chance they get. Believe it or not, this applies in …
Data is the New Creative: The Marriage of Big Data and Healthcare Marketing
Just like love and marriage, big data and marketing go together like the proverbial horse and carriage. Nowhere is data more lucrative than in the healthcare industry, where analytics and …
Segmentation: Hitting the Right Consumer at the Right Time
There’s currently lots of buzz in the marketing environment about connecting with the “right customer, at the right time, using the right channels.” It’s called segmenting the audience, and it …
Make Your Content More Shareable
Social media is everywhere, and you should be, too. Leveraging the power of social media can help your content – and your organization – go viral. But is your content …
Making Sense of Your Data: Which Metrics Matter?
With healthcare rapidly moving from a fee-for-service to a pay-for-performance model, it’s critical for hospitals and other healthcare organizations to make sense of their data analytics and apply the findings …