power words

31 Amazing Words You Can Use in Healthcare Marketing

In the 50-plus years since David Ogilvy published the 20 most persuasive words used in advertising, his insightful vocabulary list remains amazingly appropriate and enduring today. Admittedly what you write for healthcare requires a more conservative approach than the hyperbole and open-field running that’s allowed in the retail world. But these words can be engaging,…

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Apple Health App

The Apple Watch Letdown: Healthcare’s Grand Disappointment  

The advance billing for the Apple watch was typically Apple-superlative. Fueled by the enthusiasm of legions of brand evangelists, the initial buzz anticipated something “revolutionary,” “life-changing” and/or “breakthrough” for health and healthcare. Well… It turns out that the “innovative” health-and-fitness Apple Watch is more “fitness” than “health.” Version 1.0 is an admittedly stylish gadget that…

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email

Cleverly Deliver a Marketing Message Even When You’re Away

What I like about this clever, little no-cost idea is that anyone can use it to communicate a marketing or branding message…although you’re actually away from the office. Frequently, Healthcare Success business takes me on the road and away from my desk. We consult with hospitals, medical practices and healthcare providers throughout the US, and…

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hospital advertising

Should Hospital Websites be Labeled for Consumers as Advertising?  

Hospital advertising is in the spotlight, and we wonder how your facility would stand-up to the challenging ideas we found in the news recently. The first is about price transparency and publishing cost information in ads for patients. The second notion proposes that hospital websites should be labeled as advertising—with the implication that if it’s…

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television media mix

Case Study: The Richly-Rewarding Impact of Television in Your Media Mix

Editor Note: Veteran media supervisor Charlie DeNatale provides this case study about the dramatic role that television advertising has in an effective media plan. We’ve masked the client information, but for hospital and other healthcare advertisers this study illustrates the return from a balanced media mix of television with search and Pay-per-Click advertising.   I’m…

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mobile friendly responsive design

Google’s Mobile-Friendly Notice is a Dire Warning for Healthcare Websites

The Godzilla of search engines—Google—has published a warning that, beginning in April, websites that are not “mobile-friendly” will rank lower in search results. We can test that and evaluate your website for you, but here’s why being mobile-friendly is especially important to hospital and healthcare websites.   Most people who look online for health information,…

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online presence and visibility

More Physician Marketing Tactics that Drive Greater Visibility

[Another installment in our continuing education series about Internet and marketing terms that sharpen your business success.] The inside-the-shop vocabulary of medical advertising agencies has expanded with the growth of the Internet as a primary healthcare marketing tool. Although elements of this business language are relatively new, they are nonetheless important to attracting and retaining…

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