Category: Medical Marketing

Medical marketing and advertising for hospitals, medical practices and physicians & doctors. Learn ways to improve business, increase patient numbers and conduct successful marketing campaigns.

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

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

21 Things to Know About Winning Millennial and Boomer New Patients

The curious thing about growth-minded hospitals and medical practices is that foresight happens just beyond the horizon. Attracting new patients is a constant challenge when success means driving beyond the range of the headlights. Hospitals and medical groups have faith in their research and planning. Today’s patients—demographically-speaking—will not be your patient base of tomorrow. Things change constantly with the biggest cohorts. Here are some of the differences, and the similarities, of what Millennials and Boomers want from healthcare today and in the future. Millennial and Boomer Cohorts: The two, really big audience slices… There was a fair amount of fanfare ... 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

8 More Creative Director Secrets For a Fantastic Photo Shoot

Recently I returned from a client photo shoot and drafted this list of helpful creative director secrets to help you produce professional and effective results. It’s about details because the camera sees it all. Every photo shoot—from a big screen major motion picture, to images for your hospital or office—deserves careful attention. It’s fun to watch one of those major motion picture extras that reveal “the making of…[this movie].” There may be one or two people in the scene. But just behind the camera there’s an army of professionals who look after every tiny detail. Really. Every detail. After all, ... Read more

5 Free (or Low Cost) Tactics that Leverage Patient Satisfaction

File this under “If You’re Happy and You Know It” power tactics. This is a handful of highly effective little ideas anyone can put to work on short notice—at little or no cost—for greater mileage. #1: Publish, publish and republish. Consumer comments on review sites, as well as the direct testimonials of patients, are highly influential. Sometimes known as consensus, or social proof, people are guided by what others have to think and say. For the greatest impact, find as many ways as possible to give the good word added exposure. Mindful of HIPAA guidelines, you might: Create a web ... Read more

Managing the Social Media Slice of Your Marketing Plan

[Community Manager Series Installment] The successful implementation of social media is the responsibility — and the credit — of your community manager. Every healthcare marketing situation requires a custom plan that artfully blends each of many strategies and tactics. There is no one-size-fits-all list of how-to steps. Successfully achieving the goals and objectives in marketing in general, or social media in particular, is part of the creative challenge. That said, every community manager for social media has some solid fundamentals that apply to growing the business. If this is a clean, fresh start, or if this is a performance tune-up, ... Read more

Your Million-Dollar Video Conferencing Recipe That Doesn’t Cost a Fortune

The way we do video conference calls in our office at Healthcare Success is several measures of professional quality ahead of most everyone else. We’re proud of our video conferencing setup. It conveys a million-dollar setup, but the cost is low and the benefits are high. We’re often asked how we do it…and we’re pleased to share more of the how-to details with our subscriber audience. The core idea is to create an appearance that rivals any network television studio. We use the larger of several meeting rooms that can accommodate a meeting of a dozen or more people. Or ... Read more

JeffConnect: Building a Value-Based Care Business Model Through Telehealth

[SHSMD17 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success talks with Judd E. Hollander, MD, Associate Dean for Strategic Health Initiatives, Sidney Kimmel Medical College, Jefferson Health. The topic of this podcast is Dr. Hollander’s presentation at the 2017 SHSMD marketing conference on the topic titled: Building a Value-Based Care Business Model Through Telehealth. The continuing shift to value-based healthcare has created a quandary for health systems regarding how to create future payment models. A key component of the Jefferson Health strategy is to grow a robust telehealth program—JeffConnect—representing the next step in patient-centered care. JeffConnect delivers high quality, ... Read more

Easy and Effective Tips to Boost Your Online Presence

Back in the digital dark ages—a decade or so ago—simply having a website was enough to be found online. Early on, only a few healthcare practices and hospitals had a website at all. Two or three HTML pages put your online presence miles ahead of most everyone else. But not so today. To be found online—and not lost in the crowd—you need a heck of a lot more than a single blip on the search radar. Today you need to create a collective presence using several tools that work together. Typically, this would include one or more websites, one or ... Read more