14 insights from health marketing experts

By Stewart Gandolf
CEO

As 2021 draws to a close, we have a gift for you – a summary of the best advice on our blog from last year.

It has been a pleasure working with and interviewing so many experienced marketers. Whether it’s colleagues or team members, these experts are the people who bring this blog to life with tips and insights that you can’t find anywhere else.

This summary also includes our coverage of the latest changes in the digital marketing industry, making it a quick and easy resource for you to keep track of important updates.

14 Health marketing and advertising insights from industry experts

Digital Marketing: SEO & PPC

Computer will illustrated shaken ship takes off the words SEO below

1) Why is your site filling up in Google?

How does your website perform in the search engines? Are you experiencing significant declines in Google? What if your SEO issues are not unique to your site or your marketing team?

In this insightful blog post, I interviewed our SEO Manager Naghmeh Jafarzadeh, who shared some of the most common technical SEO mistakes she looks in health care websites today.

Missing key pages on a website are e.g. one of them.

“Once a website revision has been made, and it is clear that the site lacks proper architecture, we often experience that the site also lacks important landing pages. According to Naghmeh, it is not uncommon for major health brands to lack pages, including location pages, service pages and about us pages. ”

“From a user experience (UX) and SEO perspective, missing these key pages can hurt your SEO and business growth.”

You can read our entire post to get one list of common errors and what to do about them.

2) Google cares a lot about the user experience

User experience has always been part of SEO best practices. But in June 2021, Google finally rolled out its long-awaited page experience update that made the user experience a ranking factor. What does this mean for health websites?

“… how patients or physicians perceive the experience of interacting with your web pages will now affect your rankings in Google.”

Preparing for the update will ensure that your site has a positive patient experience and does not fall in the search results. In our thorough blog post, we shared high-level action topics to consider as you work towards creating a better user experience for your target audience.

3) Are you making these common paid search errors?

In our experience, PPC falls short for many healthcare organizations. To find out why I spoke with Garrick Gaffney, our Senior Digital Strategist, who explains it this way:

“It’s really twofold when it comes to PPC programs. In all the years we’ve been doing this, we’re seeing customers waste their investment and not get the right attention on their accounts.”

In a valuable blog post, he shares seven common PPC errors as health brands do and how to solve them. If you are investing in PCC, you want to get ahead of the curve and avoid making these mistakes.

The best of Content Marketing

Content marketing was big in 2021, especially in the healthcare sector. In this roundup you will find the best advice on how to create high quality content that your target audience and Google will love.

4) What does Google expect from health websites?

It turns out that Google has very high standards for health sites. In fact, healthcare is one of the industries that the search giant considers “Your money, your life” topics. With this in mind, our blog post covers what Google expects to see from a health site and offers valuable tips for creating quality content.

5) Content Marketing Guides

Depending on where you are in your content marketing journey, you may need guidance. This year, we focused on bringing our readers step-by-step guides to everything from building a strategy to how to measure and optimize your content performance.

Beautiful, bold branding

6) Branding Checklist for Multilocation Providers

This year, we released a giant checklist only for our multilocation customers struggling with branding issues.

“We have worked with healthcare systems, hospitals, practices, retail, emergency care, ASCs, addiction treatment centers and long-term care facilities. When we brand these clients, we often have to overcome various strategic and creative challenges, including a large number of unexpected obstacles.

Are you going through your own branding challenges? This must-have checklist includes seven steps to help you implement your brand.

7) What if your brand has low consumer awareness?

The healthcare industry has many low-interest category services that most people are unfamiliar with. When it comes to branding services with low consumer awareness, I turned to Johnny Smith, Vice President of Marketing Services at Encompass Health.

In a lively podcast, he shared five tips regarding create a groundbreaking brand with low consumer awareness. These tips are based on a recent, successful branding campaign launch.

“The campaign titled My Turn tells the story of Encompass Health from the perspective of relatives, one of the five most important branding steps I highlight in this post.”

“Everyone is a consumer of something, and we know that our providers, partners and emergency hospitals are also consumers of information. In some cases, you have to determine the branding strategy for each of them,” says Johnny.

Read his five tips now or listen to the podcast to get his detailed insight.

8) How To Build A Living Brand That Keeps Online

Is your brand struggling to stay relevant in this digital age? Are you working on increasing your engagement on social media without losing your brand identity? These are common problems for health brands today.

To gain insight, I interviewed our Senior Art Director, Brett Maurer, who introduced a new concept called living marks. You want to know what it is and create one for your organization.

“The only way to adapt to your audience and desired channels while remaining consistent with your core values ​​and mission is to build a living mark.

A living fire is dynamic and fluid. It is able to grow with its target audience and in the evolving digital environment. “

To get your team excited about what it means (and how to develop one of your own), read on “3 tips for building a vibrant brand that lasts online. “

Traditional advertising and integrated marketing

9) Sports marketing and sponsorships

Have you considered sports marketing for your health brand? Although there is a big push for digital marketing, traditional advertising is still an effective way to reach your target audience. And this includes sports marketing. For this podcast and blog post, I chatted with our agency’s medical media service guru and mainstream media buyer, Charlie DeNatale. He gives insider tips regarding four ways to approach sponsorship opportunities.

10) Call center for success

At Healthcare Success, we always go beyond marketing communication to ensure that our customers consider the big picture when it comes to the consumer and patient experience. This includes how our customers pick up the phone and talk to potential patients or clients.

Suppose you are a multilocation practice or healthcare organization. If so, you will appreciate this post about the latest call center strategies, brought to you by the president and co-founder of Greystone.net, Kathy Divis. She bids best practice of six call centers you will not want to miss.

11) Physician Connection Strategies for Building Physician Referrals

Referral to a doctor is still one of the most important ways to develop a healthcare practice, a hospital or a system. In this podcast, I spoke with Kriss Barlow, co-founder of the consulting firm Barlow / McCarthy. She shared her top doctor connection strategies along with tips on how to find and hire successful people.

COVID-19 and Telesundhed

We can make this campaign.

12) How Doctors and Hospitals Can Help Defeat COVID-19 Vaccine Resistance and Misinformation

What is your responsibility as a provider or hospital when it comes to vaccine resistance and misinformation? In this thoughtful and timely blog post, I share why healthcare professionals are crucial in answering resistance issues.

“From a practical perspective and a marketing POV, doctors, hospitals and other providers are ideal for educating patients about the COVID-19 vaccines. They are ideal for communicating an effective and convincing response to the ‘resistance challenge’.

What’s more, with the overriding need to depoliticize objections – and untrusted federal votes – it’s crucial for individuals to hear the vaccination message from their own local and trusted doctor. “

So what’s next? I provide a step-by-step marketing guide for how to make a compelling and compelling message on the importance of vaccination.

13) COVID-19 vaccine communication strategy

It is not enough to update your homepage with a sticky banner. If you still have not solidified and optimized your COVID-19 message, please read our comprehensive development guide your communication strategy.

14) How to market your telecom services

Finally, while telehealth has come to stay, many healthcare organizations have not properly integrated their marketing messages with telehealth services.

“Technology improves provider-patient connectivity, patient experience, practice operations as well as the bottom line. Promote this new level of convenience that has universal consumer appeal. “

Read our blog post to get best ways to implement your marketing plan and bring this message to your critical audiences.

Health marketing and advertising tips, guides and resources

We look forward to giving you a whole new year of insightful blogs about health marketing and advertising. What topics do you want to learn more about? What resources do you need? Please inform us!

Stewart Gandolf

CEO of Healthcare Success

Stewart Gandolf, MBA, is the CEO of Healthcare Success, one of the nation’s leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, from practices and hospitals to multi-billion dollar companies. Stewart is a frequent speaker and has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the Healthcare Success Insight blog with 21,000 subscribers. Stewart also co-authored “Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business.” Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally’s Total Fitness.

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