Category: Advertising

Healthcare advertising articles that include information, guides and valuable insights that will help improve your marketing and increase your practice business.

Consumers Avoid “Fake News” and Trust Healthcare Advertising

A fisherman’s first question is always: “Are they biting?” And regardless of the response, the second question is always: “What bait are you using?” It’s easy to see the marketing analogy. First, do your new business fishing where the fish are. And second, know the prospective patients’ healthcare advertising preference. Do they want digital or traditional media? Do consumers have a bias of distrust because of so-called fake news? Do consumers trust radio and/or television for their healthcare marketing messages? Several polls have recently sampled the attitudes of the prospect public. It turns out that some surveys provide conflicting answers. ... Read more

How to Create a Compelling Landing Page That Converts

The concept of “If you build it, they will come,” doesn’t always work in business. There are no “set-and-forget” benefits from just posting a website. And simply being the good (the best, maybe even great) healthcare provider in town is no assurance that consumers will know it and lineup at the office door. Worse, we’ve seen a doctor, hospital or medical practice create a whiz-bang (and sometime expensive) website, and look for immediate and explosive response. Magic is expected from the website alone, but mostly things just go cold. Inquiries do not appear spontaneously and the appointment calendar does not burst at ... Read more

Beware of Zombie Websites and Fraudulent Digital Ripoff

It’s tough attracting new patients. And just when you thought you only had to worry about ransomware, phishing scams, phony charities and the desperate email from a Nigerian prince…along comes a big-time advertiser swindle. “Zombie websites” amount to a rapid-fire digital fraud that has picked the pockets of some of the nation’s biggest brands. Hershey’s, Johnson & Johnson, Ford, and MGM are among the familiar names. A recent investigative report by BuzzFeed News—Attack of the Zombie Websites—provides the intricate background and the reason for concern. Although there’s no immediate risk for advertisers (outside of the brand giants), things move quickly ... Read more

Making Sense and Success of Hospital Service Line Marketing

A service line—and hospital service line marketing—are hard workers. These doorways into the facility serve several distinct purposes. Among these, in the big picture of things, is the task of communicating the organization’s branding message. In addition, there is the need to spotlight specific services and capabilities to the general public. It’s always a challenge to communicate purpose and value before the public appreciates their possible future need. Consider the interesting item that we spotted the other day in an Austin (TX) American-Statesman publication. The reader asked the question: “Why do Central Texas hospitals advertise on TV?” This particular query ... Read more

Yeah, Size Matters: Impact of Visually-Demanding Graphics

A fundamental element of marketing and advertising tells us that, before you can persuade or convince an audience, it’s imperative that you command their attention. And, when you can effectively and instantly grab the viewer/audience by the eyeballs, their curious mind is bound to follow. It’s simply the way that we’re wired. The physiology of visual communications says that 93 percent of all human communications is visual, and 90 percent of the information sent to the brain is visual. The brain processes images about 60,000 times faster than text. For marketing’s digital messengers, visual images will produce 94 percent more ... Read more

TV vs Digital: Grab a Ringside Seat for the Advertising’s Battle Royale

Has digital advertising eclipsed television ad revenues for the first time or secured the top spot forever? Is TV advertising on its way out—obsolete, retired, a locker room has-been? The shocking news recently is: The once-powerful television advertising has fallen to second place against the fast-rising digital advertising. Here’s how AdAge reported the media breakthrough: “Step aside, TV and desktop: Digital advertising revenue surged nearly 22 percent to $72.5 billion for the 2016 calendar year, up from the $59.6 billion reported in 2015. Although it marks eight consecutive record breaking years, the IAB’s report represents the first time mobile has overtaken ... Read more

Choosing a Hospital: The Power of Word-of-Mouth Marketing

A friend of ours is a one-person blend of Yelp-and-Angie’s-List of references, referrals and recommendations. This is a well-connected word-of-mouth resource for recommendations for life’s everyday needs. Just ask: They’ll suggest the best value in retail goods, where to find discounts on groceries, who to trust for reliable home handyman services. This a person who is recognized as a brand advocate, someone who provides guidance in healthcare decisions. The concept of “word-of-mouth marketing” appeals to doctors, hospitals and communications professionals primarily because of the low cost. The trouble is, that unpaid or inexpensive promotion—where satisfied customers actively tell others—is difficult ... Read more

What to Do When Consumers Want Right Answers, Right Now

[Second of two parts in a continuing healthcare marketing series] Today’s consumer is constantly, and instantly, exposed to “nearly everything.” Thus marketing must connect with consumers in precious micro-moments at precisely the moment of need. Micro-Moment Marketing travels at the speed of thought. At least 150 times each day, people interrogate their smartphones—with the standard and always-present expectation of immediate answers to their needs. The new and demanding challenge for marketing professionals is to respond to these micro-moments with meaningful, useful and authoritative answers in near real time. Micro-Moments: All screens are important but different… About three out of four ... Read more

Understanding Marketing’s Micro-Moments

[A continuing education series in healthcare marketing – First of a two-part article] Micro-Moment Marketing travels at the speed of thought. Today’s consumer—which is virtually all of us—is constantly, and instantly, exposed to “nearly everything.” Thus, marketing is changing to connect with consumers in micro-moments, and at precisely the moment of need. Marketing buzzwords tend to make the rounds while they’re hot and popular. Typically, these are fashionable business terms and temporary shorthand of sorts. But the term Micro-Moments isn’t just a trendy term. It presents a significant concept that’s redefining and reshaping contemporary marketing in the mobile world. High-speed ... Read more

Healthcare Advertising Agency: What to Look For Before You Hire

Perhaps the single, best practice advice about hiring a healthcare advertising agency is to start the process right now. Sooner is better than later. Super-smart management rule number one is to invoke the power of foresight—jump to the front of the growth curve. What’s more, it doesn’t take a visionary to know that the selection process and initial creative ramp-up will, inevitably, take longer than anybody would like. If you don’t currently have an agency, or if you have never done a search-and-selection previously, it’s not a quick and easy process. There will be some false starts. Reality intrudes. And ... Read more