Healthcare Pay-Per-Click Advertising: Here’s What You Should Consider

\\The Internet is now the well-established new business front door for health information, healthcare practices and hospitals. Nearly 90 percent of the billions of healthcare searches are on. But what you may not appreciate is that pay-per-click (PPC) advertising ivers answers to consumers’ needs via one billion search ad clicks. PPC advertising successfully navigates the highly…

Healthcare Advertising People Sometimes Say the Silliest Things

Every industry has its share of truly moronic , witless ideas and brainless advice. And healthcare advertising is certainly no exception. Over time, it becomes a bit easier to identify silly  for what they are. Providers have an excuse, after all healthcare marketing isn’t their profession. However, healthcare advertising agency people should know better. Extremely…

7 Closely Held Creative Secrets of Direct Response Ads

There’s no battle royale here. Contrary to some heated discussions I’ve heard, direct response and brand or name-recognition marketing are both valuable tools in any healthcare marketing plan. It’s not an all-or-nothing proposition. That said, direct response advertising—where immediate customer action is measurable—is really challenging, and success depends on creating effective advertising that works. Be it…

Creating a Checklist for Effective Healthcare Marketing

From a top-level perspective, a well-conceived marketing plan expresses four key elements. If each component of your plan does not clearly and specifically answer these questions, synergy and success are at risk. Mindful that “performance precedes accountability by a narrow margin,” confirm the following for every item on the plan: WHEN will this occur? Create…

Consensus: The Toxic Enemy of Creativity and Innovation  

Sadly, we recently witnessed the sudden death of a good idea. As often happens within an office culture and politics in medical practices, a healthcare marketing idea was killed off before creativity had any chance at all. And the really tough part is that it was swept away for all the wrong reasons. In this…

Misguided Reasons Why Some Doctors Don’t Do Marketing

Fear. Risk. Rationalization. It’s likely that we have not heard all the reasons that doctors DO NOT advertise. Perhaps only a million or so. For one thing, the list of “not doing marketing” is nearly endless. Secondly, the doctors and healthcare professionals who we talk to most often have left that old-school thinking behind and have squared-off…

Results-Driven Marketing: Not Just About the Media [Video]

[Marketing Minute Video Series] Healthcare Success Account Supervisor Tracy Scarborough and CEO Stewart Gandolf talk about RESULTS in marketing. Another Marketing Minute from Healthcare Success with tips, techniques and ideas for successful medical practice or hospital marketing and advertising. Hospitals, medical practices and other providers always want results from their marketing investment. But surprisingly, not…

The Top 25 Reasons Why Healthcare Organizations Market

Competition in business is one course of study that is seldom taught in medical school. But it’s often the first thing we hear about when healthcare providers knock on our door loing for marketing help. You can list “competition”—or some offshoot consequence of same—as the leading reason why individual doctors, group medical practices, hospital executives…

Generating Measurable Results or Just “Doing Marketing?”

There’s nothing satisfying in medical practice marketing than a program that produces measurable results. Attracting new patients or cases is usually the intent of external marketing, but the true, quantifiable pay-back is where Return-on-Investment (ROI) is calculated in “dollars in” divided by “dollars out.” This elementary concept is frequently overloed or neglected. It’s frustrating…

Guide to Exploding Marketing Myths and Convincing Skeptical Doctors

I’ve found that marketing for medical practices and hospitals works best when everyone in the organization is “all in” on the effort. Unfortunately, that’s not always the case. Within any healthcare organization, regardless of the size, some people can (and often do) have competing attitudes about marketing. Nevertheless, the role of marketing is increasingly vital…

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