Category: Internet Marketing

Approved Category

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

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

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

New Facebook App “Facebook Local” Could Take Over Other Local Apps

The name of the (nearly) new player is FACEBOOK LOCAL, which is blending the lines between social media and online local search. The introduction of Facebook Local Search could become a battle for digital turf —between search engine giant Google and social media giant Facebook—and it may morph into an important new trend. In time, it could eat other apps and impact healthcare marketing and advertising in a major way. The one predictable factor with the Internet is its constant development and change. For marketing professionals, watching and tracking change, especially as an advertising option—is an ongoing sport. The crossover ... Read more

Ten Reasons Why Digital Marketing is First for Hospitals and Doctors

[Part One in a Series] Right up front, it’s fair to say that there are some exceptions to this overview lesson about digital marketing. In fact, a full-service, integrated healthcare agency brings marketing and advertising savvy and experience to direct a comprehensive, digital-driven plan that attracts and retains new patients. That said, digital is (almost) always the first and most effective marketing power tool. If it were possible to reach prospective patients anywhere or anytime—doing what worked yesterday—everyone would still be doing the same old thing. Instead, here are some of the important reasons that digital delivers ROI for hospital ... Read more

4 Essentials for Creating Compelling Marketing Videos

For several consecutive years, all of us have heard the same prediction: “This is the year of the video!” We don’t know the exact moment of launch, but compelling video is now a powerful marketing tool for hospitals, medical groups and professional practitioners. And the performance stats and results are stronger each year. Let’s credit explosive Internet technology with nearly ubiquitous and hyper-fast Wi-Fi, broadband and streaming media. And let’s also spotlight YouTube, the top video-sharing site—along with a bunch of other hosting and enabling platforms online. What’s more, video’s universal appeal (and ability to grab eyeballs) fits comfortably with ... Read more

How to Handle Negative Physician Reviews and Feedback

[Community Manager Series Installment]  The care and feeding of all social media issues fall squarely in the lap of the community manager. All the good, the bad and the “everything else” from online physician reviews and feedback demands constant attention. The trouble is, nobody enjoys handling a hot potato, negative physician review or feedback. Hospital and medical office titles will vary, but this is where the community manager earns his or her stripes. The flattering and positive comments from patients are an effortless responsibility. The easy part is easy. But having a system and procedures to effectively respond to unpleasant ... 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

Why SEO Means More Business: Critical Value of First Page Search Results

Google (Twitter graphic) As the Internet-age-old saying goes: The best place to hide a dead body is Page 2 of Google Search Results. This rule of thumb came to mind recently when someone questioned the purpose and value of Search Engine Optimization. Admittedly, SEO is challenging to understand, and even more difficult to do consistently…but as a starting point, here’s an easy definition that we like: Search Engine Optimization applies various online techniques to increase the number of website visitors through a leading position among the organic or natural search results page of a search engine (SERP), including Google, Bing, Yahoo and ... Read more

Better Ways to Create Search-Friendly Press Releases

Communications professionals know the name Ivy Lee, considered the father of modern public relations. Few people appreciate that he also invented—and wrote—the first press release. That was a hundred years ago (1906). It traveled by regular mail and the common name “press release” probably came later. Many things about this time-honored publicity channel are still the same. Other stuff has changed, including what we call it. “A press release, news release, media release, press statement or video release,” according to Wikipedia, “is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.” Essential tips for a search-friendly press ... Read more