Healthcare Success

OCTOBER 30, 2023

Do you want to compete in each of your local markets? Do you want to position your healthcare products and services where your target audience actively seeks them? If so, you need a custom digital marketing strategy and budget for each location. We like to call this budget the “minimum daily requirement.” Why is this so important? Unless you have a solid local strategy, your business will not show up online where and when it matters most.

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Healthcare Success

OCTOBER 9, 2023

Healthcare consumers demand better, more personalized experiences at every touchpoint. According to Google, approximately 77% of people use search engines to start their patient journey. Listen to the podcast: So, it makes sense for healthcare businesses to focus their attention on their websites, landing pages, and paid search campaigns. But what happens after your ads have captured their attention—especially with a PPC or display ad?

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Healthcare Success

SEPTEMBER 7, 2023

Today, the marketing spotlight often shines on Millennials, Gen Z, and Gen X due to their vast numbers, combined influence, and economic power. However, marketing to Baby Boomers remains vitally important. At approximately 68.6 million strong, Baby Boomers remain a formidable and highly-valuable consumer segment. Unfortunately, when building their marketing strategies, many marketers fail to truly understand Baby Boomers, including their rich and nuanced history, disposable income, diversity, an

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Healthcare Success

AUGUST 14, 2023

Today’s trusted healthcare sites feature up-to-date, accurate information. They also boast SEO-optimized content. To stay ahead of your competitors in organic search results and reach the right target audience, you must regularly update your content for SEO. In this blog, I share how to do this in five steps. First, let’s define content optimization.

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Healthcare 130

Healthcare Success

JULY 31, 2023

As a hospital or health system, you know the value of patient engagement. You understand that it’s crucial for improving the overall patient experience and health outcomes for people of all socio-economic classes. But are you up-to-date with the latest patient engagement strategies? In this blog post, I’ll share ten targeted marketing campaigns to help you increase patient engagement.

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Healthcare Success

JULY 18, 2023

People often confuse marketing and public relations (PR), but they are not synonymous. They do, however, work best together. In fact, we often include healthcare PR services in our marketing plans along with other key strategies, including branding, digital marketing, traditional advertising, internal marketing, and professional referral building. So, What Exactly Is PR?

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Healthcare Success

JULY 5, 2023

Organic Social Media When social media exploded onto the scene nearly two decades ago, marketers and healthcare professionals were a little too excited about its potential for healthcare marketing. Who could blame them? The fantasy was great. ‘All I have to do is figure out how to create a free Facebook business page, and then our business will get lots of new patients the next day!

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Healthcare Success

JUNE 23, 2023

The healthcare marketplace is crowded. As patient expectations continue to evolve, the need for thoughtful environmental designs that prioritize peace, tranquility, and healing cannot be overstated—they play a vital role in patient experiences and the perception of overall quality of care. Studies have shown many positive effects of healthcare environmental design on medical outcomes.

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Healthcare Success

JUNE 12, 2023

Consumers across the globe have come to rely on search engines for reliable, trustworthy, accurate, and timely healthcare information. This has significantly increased competition among providers, making SEO—particularly local SEO—a crucial part of any digital marketing strategy. Local SEO is beneficial for any size business but critical for multilocation companies.

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Healthcare Success

JUNE 8, 2023

What do you consider the most important pages on your healthcare website? After the homepage, many might say it’s their products or services pages. However, the About Us page is among the most important and highly trafficked web pages. In many cases, it's also a critical part of the consumer's buying journey. Fifty-two percent of study respondents said the first thing they want to see when they land on a website is a company’s About Us page, according to a B2B Web Usability Report. 1 Most people

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Healthcare Success

JUNE 2, 2023

Online reviews play a significant role in the success of any healthcare organization. In fact, patient reviews of doctors come in third as the most influential driver in consumers’ decisions 1 (after insurance acceptance and location). Today, virtually everyone should use reputation management software (RMS) to solicit, manage, and respond to reviews.

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Healthcare Success

MAY 22, 2023

Is your website easy to use? Is it intuitive? Is it pleasant to interact with while also effectively delivering the information your consumers need? A successful website employs key UI/UX principles beyond beautiful pages. UI/UX ensures your website is Accessible, Intuitive Consumer-focused, and Trustworthy In this post, I’ll cover 10 UI/UX design basics that can positively impact your healthcare business.

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Healthcare Success

MAY 9, 2023

A successful health system, hospital, practice, or healthcare organization website facilitates patient communication and helps you win more of the patients you want. But this doesn’t mean much if patients can’t find your website. To get on page #1 for an organic search, you need a strong healthcare marketing SEO company, a solid website, an even stronger medical SEO strategy, and a tactical SEO team.

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Healthcare Success

MAY 17, 2023

We’ve written about branding over the years, everything from strategy and concepts to tactics and execution. This time I’d like to focus on what happens when your strategy is said and done. You can now create great content, right? Well, not exactly. You need a brand style guide that communicates your strategy in a guidebook. Without this guide, you can end up with off-brand content.

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Healthcare Success

MAY 1, 2023

Building a multilocation healthcare business expands your reach, patient base, and profit margin. But, these benefits come with several unique marketing challenges. The good news? They also come with remarkable marketing opportunities. In this article, I identify several common challenges and how to overcome them with effective marketing strategies. 12 Marketing Challenges Unique to Multilocation Brands Multilocation businesses typically prioritize revenue cycle management, billing, coding, coll

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Healthcare Success

APRIL 20, 2023

At Healthcare Success, we have been sharing marketing knowledge, tips, and tricks since our agency’s founding in 2006. Here, you’ll find a few of our most timely and popular blogs conveniently organized by marketing topic. Start With Some Classics Whether you’re a new marketer or a seasoned professional, take a deep dive into essential topics that can significantly impact your healthcare business. 15 Healthcare Marketing Strategies to Attract Today’s Healthcare Consumer To help you along your pa

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Healthcare Success

APRIL 11, 2023

You might remember writing style guides from college. Chicago Manual of Style, Associated Press, Modern Language Association? Instead of using a generic style guide for content, today’s leading healthcare brands are creating their own, also known as content style guides. A content style guide is a companion to your brand style guide and helps writers and marketers write on-brand copy for your business.

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Healthcare Success

APRIL 11, 2023

You might remember writing style guides from college. Chicago Manual of Style, Associated Press, Modern Language Association? Instead of using a generic style guide for content, today’s leading healthcare brands are creating their own, also known as content style guides. A content style guide is a companion to your brand style guide and helps writers and marketers write on-brand copy for your business.

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Healthcare Success

APRIL 4, 2023

Do paid search terms have you scratching your head? If so, don’t sweat it. There are about a hundred million trillion of them, and they can get confusing. But don’t worry, we’re here to help you get a base-level understanding of the most commonly used terms that we share with our clients. We hope you will find this list useful as well. General Terms Ad group: One or more ads that share a similar target (e.g., diabetes devices).

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Accountability 130

Healthcare Success

MARCH 28, 2023

Search engine optimization (SEO) is a powerhouse for long-term revenue generation. It should never be an afterthought in your marketing strategy. Businesses across every industry must capture relevant, organic traffic opportunities to stay competitive and grow. Focusing on value over cost is crucial when researching the best SEO agency or consulting firm for your business, industry, and company stage.

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Healthcare Success

MARCH 21, 2023

Humans have an evolutionary instinct to be lazy. We will always choose the path of least resistance. Take the remote control, for example. Years ago, people had to get up from the sofa and walk to the TV to change the channel. Thanks to the remote control, people can stay nestled comfortably in their favorite spot and channel surf to their heart’s content.

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Healthcare Success

MARCH 13, 2023

Google has added an extra “E” to its Search Quality Evaluator Guidelines (SQEG), changing the well-known acronym from E-A-T to E-E-A-T. The new E stands for “experience,” and here’s what this means for your business: Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) Google defines experience as “first-hand or life experience for the topic.

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Healthcare 154

Healthcare Success

MARCH 6, 2023

Your paid search landing page is a stand-alone web page typically separate from your website. It’s the first page visitors see after clicking your paid search ad, making it solely responsible for high-quality lead conversions and performance. Getting it right is essential. The effectiveness of its design, message, page load speed, lead capture form, and several other factors are critical to its success.

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Healthcare 154

Healthcare Success

FEBRUARY 27, 2023

ChatGPT is an artificial intelligence chatbot that can have human-like conversations, translate, and provide users with information. It can also write good content. Like, really good. And now that Google has openly stated, “Appropriate use of AI or automation is not against our guidelines,” it begs the question: Should we use it to produce healthcare content?

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Healthcare Success

FEBRUARY 21, 2023

Content comes in levels or tiers, and your healthcare website requires the highest level. Why? Writing high-quality content for healthcare that ranks high on Google and drives consumer action is hard. What’s more, it requires the ability to make the right judgment call when faced with conflicting objectives and deep knowledge of several disciplines, including: Up-to-date medical facts and research Specialized industry sectors Dynamic Google algorithms and SEO requirements Unique brand tone, voic

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Healthcare Success

FEBRUARY 13, 2023

The conversion is the ultimate goal for any website or landing page. It’s when a user makes a purchase, calls your organization, or makes an appointment. And if you’re like most of our clients, you want to increase your conversion rates. One of the niche marketing disciplines that helps you do just that is called conversion rate optimization. In this article, I explain conversion rate optimization, why it’s an important part of marketing, and some of our favorite best practices to consider.

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Healthcare 130

Healthcare Success

FEBRUARY 8, 2023

Paid search (aka pay-per-click or PPC) often yields the highest ROI of any digital advertising medium. Our agency, therefore, manages Google Ads for dozens of our clients. Google Ads (and its much smaller competitor Microsoft) work so well because they target people actively searching for healthcare solutions. Moreover, paid search delivers tremendous advantages and provides near-immediate feedback in the form of actionable data.

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Healthcare Success

JANUARY 30, 2023

Your website is—more often than not—the first experience people have with your brand. So having a solid strategy is crucial. Creating an immersive, branded space for users to experience is vital for effective marketing. When you’re strategic, branding and messaging are clear and cohesive across multiple channels, and your website can better support your short- and long-term business goals, such as: Better brand image Improved trust Enhanced brand reputation More appointments Increased patient vo

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Healthcare Success

JANUARY 25, 2023

It’s not your imagination. People really are ruder to each other these days. The pandemic, economy, political unrest, war, and continued uncertainty have taken—and continue to take—a toll on people’s mental health. These all contribute to stress, anxiety, frustration, and anger. And according to Harvard Business Review , frontline workers are taking the brunt of this unrest and aggression.

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Healthcare Success

JANUARY 18, 2023

SEO is a good thing. It’s the original bridge between Google search crawlers and people; it is the only way search engines better understand and retrieve what consumers are organically searching for online. But did you know that you can overdo SEO? It’s called over optimization, and it happens all the time. A common example is a website with multiple pages on the same topic.

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Healthcare Success

JANUARY 12, 2023

It’s easy to find detailed guides on how to respond to reviews. However, most aren’t written specifically for healthcare, meaning they don’t consider HIPAA or other compliance issues. Responding to patient reviews can be tricky. According to HIPAA, hospitals and doctors aren't allowed to share any protected health information (PHI) about reviewers—including whether they're patients.

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Healthcare Success

JANUARY 3, 2023

I’ve noticed that most people tend to focus on only one of four variables when optimizing their digital marketing results. That’s a shame because true optimization requires a more strategic approach that considers each of the following four factors: Consumer Demand. Campaign Management (e.g., Google Ads or Microsoft). Landing Page. Conversion Process.

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Healthcare Success

DECEMBER 22, 2022

We recently received an inquiry from the Marketing Director for a 40-location, single-specialty medical practice in the Midwest. Even though it was after hours, I was available so I took the call. Michelle (not her real name) and I hit it off immediately. She told me about her demanding job and how she felt her boss was unwittingly setting her up to fail.

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Healthcare Success

DECEMBER 14, 2022

Before we launch into a new year filled with new goals, ambitions, and marketing trends, I’d like to pause and reflect on the most helpful expert advice of 2022. I’ve compiled some of our most significant posts here, so you can easily reference them as you move into 2023. All Consuming Consumerism: Major Shifts & Important Personas. This past year, we covered healthcare consumerism from nearly every angle.

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Healthcare Success

DECEMBER 6, 2022

Healthcare consumers continue to move swiftly down the paths of least resistance toward quality care. This spells trouble for healthcare organizations that cannot change with the times. It’s time to pay attention to what competitors offer and find ways to remove unnecessary obstacles to care. In this blog, I share nine healthcare marketing trends you need to embrace in 2023 to remain competitive in today’s ever-changing healthcare marketplace. 9 Healthcare Marketing Trends 2023. 1.

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Healthcare Success

NOVEMBER 28, 2022

Google despises black hat SEO techniques. Whether performed intentionally or unintentionally, black hat techniques involve tricking users and search engines to gain rankings. If any site incorporates these practices, Google eventually finds out and penalizes the site accordingly. These penalties can be as minor as gaining a lower SERP position or as severe as being completely removed from the Google index.

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Healthcare Success

NOVEMBER 21, 2022

Just like your brick-and-mortar business has to be ADA compliant, your healthcare website must also be accessible to people with disabilities. The problem? The ADA doesn’t offer clear regulations for a compliant website. The bigger problem? ADA accessibility lawsuits are on the rise. If your website isn’t accessible to people with disabilities, you could risk lawsuits, financial liabilities, and damage to your brand reputation.

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