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 […]
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 […]
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 […]
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 […]
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? […]
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 […]
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. 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 […]
Today, the marketing spotlight often shines on Millennials, Gen Z, and Gen X due to their vast numbers, combined influence, and economic power. However, marketing to Baby Boomers remains vitally important. At approximately 68.6 million strong, Baby Boomers remain a formidable and highly-valuable consumer segment. Unfortunately, when building their marketing strategies, many marketers fail to […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
What do you consider the most important pages on your healthcare website? After the homepage, many might say it’s their products or services pages. However, the About Us page is among the most important and highly trafficked web pages. In many cases, it's also a critical part of the consumer's buying journey. Fifty-two percent of […]
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 […]
Is your website easy to use? Is it intuitive? Is it pleasant to interact with while also effectively delivering the information your consumers need? A successful website employs key UI/UX principles beyond beautiful pages. UI/UX ensures your website is In this post, I’ll cover 10 UI/UX design basics that can positively impact your healthcare business. […]
We’ve written about branding over the years, everything from strategy and concepts to tactics and execution. This time I’d like to focus on what happens when your strategy is said and done. You can now create great content, right? Well, not exactly. You need a brand style guide that communicates your strategy in a guidebook. […]
A successful health system, hospital, practice, or healthcare organization website facilitates patient communication and helps you win more of the patients you want. But this doesn’t mean much if patients can’t find your website. To get on page #1 for an organic search, you need a strong healthcare marketing SEO company, a solid website, an […]
Building a multilocation healthcare business expands your reach, patient base, and profit margin. But, these benefits come with several unique marketing challenges. The good news? They also come with remarkable marketing opportunities. In this article, I identify several common challenges and how to overcome them with effective marketing strategies. 12 Marketing Challenges Unique to Multilocation […]
At Healthcare Success, we have been sharing marketing knowledge, tips, and tricks since our agency’s founding in 2006. Here, you’ll find a few of our most timely and popular blogs conveniently organized by marketing topic. Start With Some Classics Whether you’re a new marketer or a seasoned professional, take a deep dive into essential topics […]
You might remember writing style guides from college. Chicago Manual of Style, Associated Press, Modern Language Association? Instead of using a generic style guide for content, today’s leading healthcare brands are creating their own, also known as content style guides. A content style guide is a companion to your brand style guide and helps writers […]
Do paid search terms have you scratching your head? If so, don’t sweat it. There are about a hundred million trillion of them, and they can get confusing. But don’t worry, we’re here to help you get a base-level understanding of the most commonly used terms that we share with our clients. We hope you […]
Search engine optimization (SEO) is a powerhouse for long-term revenue generation. It should never be an afterthought in your marketing strategy. Businesses across every industry must capture relevant, organic traffic opportunities to stay competitive and grow. Focusing on value over cost is crucial when researching the best SEO agency or consulting firm for your business, […]
Humans have an evolutionary instinct to be lazy. We will always choose the path of least resistance. Take the remote control, for example. Years ago, people had to get up from the sofa and walk to the TV to change the channel. Thanks to the remote control, people can stay nestled comfortably in their favorite […]
Google has added an extra “E” to its Search Quality Evaluator Guidelines (SQEG), changing the well-known acronym from E-A-T to E-E-A-T. The new E stands for “experience,” and here’s what this means for your business: Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) Google defines experience as “first-hand or life experience for the topic.” “Many types of […]
Your paid search landing page is a stand-alone web page typically separate from your website. It’s the first page visitors see after clicking your paid search ad, making it solely responsible for high-quality lead conversions and performance. Getting it right is essential. The effectiveness of its design, message, page load speed, lead capture form, and […]
ChatGPT is an artificial intelligence chatbot that can have human-like conversations, translate, and provide users with information. It can also write good content. Like, really good. And now that Google has openly stated, “Appropriate use of AI or automation is not against our guidelines,” it begs the question: Should we use it to produce healthcare […]
Content comes in levels or tiers, and your healthcare website requires the highest level. Why? Writing high-quality content for healthcare that ranks high on Google and drives consumer action is hard. What’s more, it requires the ability to make the right judgment call when faced with conflicting objectives and deep knowledge of several disciplines, including: […]
The conversion is the ultimate goal for any website or landing page. It’s when a user makes a purchase, calls your organization, or makes an appointment. And if you’re like most of our clients, you want to increase your conversion rates. One of the niche marketing disciplines that helps you do just that is called […]
Paid search (aka pay-per-click or PPC) often yields the highest ROI of any digital advertising medium. Our agency, therefore, manages Google Ads for dozens of our clients. Google Ads (and its much smaller competitor Microsoft) work so well because they target people actively searching for healthcare solutions. Moreover, paid search delivers tremendous advantages and provides […]
Your website is—more often than not—the first experience people have with your brand. So having a solid strategy is crucial. Creating an immersive, branded space for users to experience is vital for effective marketing. When you’re strategic, branding and messaging are clear and cohesive across multiple channels, and your website can better support your short- […]
It’s not your imagination. People really are ruder to each other these days. The pandemic, economy, political unrest, war, and continued uncertainty have taken—and continue to take—a toll on people’s mental health. These all contribute to stress, anxiety, frustration, and anger. And according to Harvard Business Review, frontline workers are taking the brunt of this […]
SEO is a good thing. It’s the original bridge between Google search crawlers and people; it is the only way search engines better understand and retrieve what consumers are organically searching for online. But did you know that you can overdo SEO? It’s called over optimization, and it happens all the time. A common example […]
It’s easy to find detailed guides on how to respond to reviews. However, most aren’t written specifically for healthcare, meaning they don’t consider HIPAA or other compliance issues. Responding to patient reviews can be tricky. According to HIPAA, hospitals and doctors aren't allowed to share any protected health information (PHI) about reviewers—including whether they're patients. […]
I’ve noticed that most people tend to focus on only one of four variables when optimizing their digital marketing results. That’s a shame because true optimization requires a more strategic approach that considers each of the following four factors: Let’s take, for example, paid search (e.g., search engine marketing, SEM, pay-per-click, or PPC). Because it […]
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 how she felt her […]
Before we launch into a new year filled with new goals, ambitions, and marketing trends, I’d like to pause and reflect on the most helpful expert advice of 2022. I’ve compiled some of our most significant posts here, so you can easily reference them as you move into 2023. All Consuming Consumerism: Major Shifts & […]
Healthcare consumers continue to move swiftly down the paths of least resistance toward quality care. This spells trouble for healthcare organizations that cannot change with the times. It’s time to pay attention to what competitors offer and find ways to remove unnecessary obstacles to care. In this blog, I share nine healthcare marketing trends you […]
Google despises black hat SEO techniques. Whether performed intentionally or unintentionally, black hat techniques involve tricking users and search engines to gain rankings. If any site incorporates these practices, Google eventually finds out and penalizes the site accordingly. These penalties can be as minor as gaining a lower SERP position or as severe as being […]
Just like your brick-and-mortar business has to be ADA compliant, your healthcare website must also be accessible to people with disabilities. The problem? The ADA doesn’t offer clear regulations for a compliant website. The bigger problem? ADA accessibility lawsuits are on the rise. If your website isn’t accessible to people with disabilities, you could risk […]
Over the next seven years, the medical device market will nearly double in size (from USD 495.46 billion in 2022 to 964.90 billion in 2030). There are three main reasons for this: The United States has a large aging population and a long history of chronic disease. The Patient Protection and Affordable Care Act of […]
Best-in-class healthcare marketers are already planning for next year. They’re researching key trends that will attract new high-intent audiences, increase engagement, drive revenue, and reinforce patient loyalty in 2023. If you’ve been revamping the same marketing plan for a few years, now is the perfect time to reevaluate everything through the lens of market innovations […]
Google Trends is a powerful but underutilized tool that helps healthcare marketers It also allows marketers to analyze search term popularity over time, explore related keywords, and compare how search terms vary across different geographical areas. In this article, you’ll learn: What is Google Trends? Google Trends is an online search tool that analyzes the […]
What if you could advertise to patients while they are sitting in your competitor’s waiting room? What if you could promote your OBGYN practice to those Bridal Expo attendees down the street? How about offering Indy 500 ticket holders a free consultation at your Low T clinic? Or, providing your specialty services directly to those […]
While many affluent consumers don’t think twice about paying cash (or credit) for luxury retail goods, there is a built-in bias that healthcare products and services should be covered by insurance. Of course, that’s often not the case. Despite this bias, patients are more than willing to pay out of pocket for the pricey healthcare […]
Google Search is always updating its algorithm, especially when it comes to content. As an agency, we keep track of these updates and make sure our clients’ websites comply with the latest search engine standards. On August 25 of this year, the search giant rolled out yet another update, this time dubbed the “helpful content […]
Philadelphia retailer John Wanamaker once said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” And truthfully, it’s probably more for many businesses. Years ago, it was common for healthcare providers to ask, “How did you hear about us?” when you called to schedule an appointment or […]
Help Providers Win New Patients from Large Local Businesses with These Tactics Large or dominant employers in your local communities are excellent targets of opportunity for new patients and cases. Most healthcare providers have local businesses that are (or could be) a source of new business. Whether it’s a company that's conveniently located across the […]
10 Ways To Deal With Angry Patients and Why You Definitely Should By Stewart Gandolf, Chief Executive Officer When patients take their grievances out on their healthcare provider, it can be frustrating—not only for the provider but also for the administration. More than ever before, healthcare organizations have to worry about the threat of legal […]
