Category: Hospital Marketing

Why the Digital Marketing Revolution is Our First Choice for Doctors and Hospitals

It is tempting to describe the digital revolution in healthcare marketing using either-or terms. Articles that want to compare and contrast TRADITIONAL marketing with DIGITAL marketing tend to make two columns, with one side VERSUS the other side. The purpose, place and applications of one are not in opposition to the other. Most often, they work together. Traditional marketing—direct mail, brochures, print ads and broadcast media—are virtually indispensable in a complete and well-rounded plan. Plus, these tools provide distinct advantages, such as targeting a local audience and being personal and direct. External advertising has its place and works well. Tangible, ... Read more

5 Best-in-Class Healthcare Podcasts for Growth in 2018

Learning is a daily exercise for must of us. Among the successful medical groups, practices and hospitals that we know, most are committed to self-improvement and thinking bigger. Their leadership—doctors, administrators, marketing executives and others—are committed to Continuing Education—in marketing and management, as well as in the clinical skills. The convenience of the ever-present Internet delivers the best healthcare podcasts to any device, anywhere and at any time. There’s a smartphone in everyone’s pocket, a tablet constantly at your fingertips, and/or WiFi hotspots onboard cars, trains and airplanes. Accessing the best-in-class marketing inspiration and education is ubiquitous. And, for the ... Read more

How Digital Marketing Data Influences Your Hospital Planning

More than at any time in the past, the Internet is the primary pathway to hospitals and healthcare providers for today’s informed consumer. There isn’t a hospital or healthcare marketing professional who hasn’t heard the stat that “over 70 percent of Internet users looked online for health information.” Pew Research confirms that the percent of online users has been rising for several years, but “health information also includes searches related to serious conditions, general information searches, and searches for minor health problems.” But it’s more than generic info that’s vital. What’s important to note is that users drill down to ... Read more

5 Significant Hospital Marketing Trends to Watch in 2018

In the months ahead, 2018 will reveal many important hospital marketing trends—more than we have space to unwrap in detail here. The following issues, however, are among the most important marketing-related ideas to track as they unfold. You are probably aware of these issues. Although they may be familiar, most are likely to emerge as significant hospital marketing trends this year. Healthcare Marketing Trends for 2018… Creating health-related, streaming, live and real-time video content Every few months someone proclaims that this is the year of the video—as if video had just been invented. More accurately, the demand for health-related video ... Read more

7 Easy Ways to Lose Business Revenue Without Knowing It

Not long ago, we published an article titled: Doctors Don’t Advertise” and 10 Other Lame Marketing Myths. Some of the ill-advised “reasons” on our list sounded a wake-up call for a few readers. It turns out that they recognized that medicine is a profession, but healthcare is a business. Ultimately, for every hospital and healthcare provider, marketing and advertising is an investment, not an expense. It is what fuels new business, growth and success. And, each in their own way, these businesses doubled-down on the marketing effort and made marketing a fresh priority. Easy ways to lose business revenue… Think ... Read more

SEO Tips For Organizations That Want to Get Bigger and Better

The curious thing about medical groups and hospitals that want to be the “best in class” is that, often, they are already the leaders in the marketplace. Think about that for a minute. The top of the line wants to beat itself and set a new, higher standard. They know that they are good at what they do. And they appreciate being at the top of their professional game, and want to stay that way. But, it turns out that these facilities, practices and providers all want to improve and maintain the leadership position in the community. The best in ... Read more

Negative Online Reviews: 10 Things to Do About Stinkers and Trolls

Seemingly overnight the Internet created dozens of directory, listing, review and rating sites. In a digital flash, negative online reviews—or outright bad reviews—can soil the fabric of years of good work and positive impressions. The high altitude overview reveals that the vast majority of online reviews are positive. By and large, doctors provide their services skillfully and professionally. And the positive ratings and reviews contribute to an enviable record and reputation. Further, online reviews and reputation guide the purchase decisions of others. In the retail and small-business world, about 90 percent of consumers are influenced by positive online reviews. Negative ... Read more

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

Top 10 Best-in-Class Healthcare Marketing Trends for 2018 Success

Perhaps the only rock-solid prediction for 2018 is that hospital, medical group and healthcare marketing is the ever-present challenge to keep pace with change. Competition is tough, resources are precious, and performance expectations—delivering a solid return on investment—are always demanding. To achieve a new level of success in the New Year, industry leaders and marketing professionals will adopt best-in-class methods, tactics and trends. And they will take full advantage of technology and insightful planning to deliver exactly the right message, at exactly the right time, to the specific individual in need. Today, more than any time in the past, marketing ... Read more

Fixing Major Pain Points: State of Digital Healthcare Marketing [Podcast]

Rob Klein [Healthcare Success Industry Leadership Podcast] Our distinguished guests today are Rob Klein, founder and CEO of Klein & Partners, and Toni Klein, co-founder and Digital Practice Lead at the respected healthcare marketing research firm. They are talking with Stewart Gandolf, CEO of Healthcare Success about the State of Digital Healthcare Marketing study by Klein & Partners and Greystone.net. This podcast discussion provides a revealing insight into the study and rapidly changing state of digital healthcare marketing. In particular, Stewart, Rob and Toni talk about fixing the major pain points and discuss: An apparent loss of confidence in CRM Effective ... Read more