It’s a classic challenge for the healthcare marketer—how can he or she connect marketing campaigns to the organization’s bottom line. C-suite executives want to know what is the return-on-investment of marketing initiatives. It is important to present senior leaders with targeted measurement data that shows how marketing is driving tangible results and supporting the organization’s … Continue reading What Healthcare Executives Want From Their Marketing Team?

Positive media coverage offers great exposure for any business—including healthcare. It provides a big impact for little cost. Media coverage builds brand awareness and credibility; it can also improve search rankings and support new business growth. Here is an inside look at how Rosewood Centers for Eating Disorders secured media coverage and used social media … Continue reading Healthcare Media Coverage Matters

Emotional connections can build trust and brand loyalty with consumers. The same is true in healthcare marketing. The challenge healthcare marketers face is determining how to forge that emotional connection with people in a manner that differentiates them from every other healthcare organization. Here are three tips to help you find the right emotional connection … Continue reading Three Tips to Build a Successful Emotion-based Healthcare Marketing Campaign

Roughly 72% of Internet users search for healthcare information online. There is a huge opportunity for healthcare organizations to increase their reach and strengthen brand awareness by offering valuable medical information to consumers. Not only will this content help meet the needs of target audiences but it will also help position the organization as a … Continue reading Why Healthcare Brands Should Focus on Content Marketing

Historically, the U.S. health care system has been centered on providing “sick care.” People who are sick or injured seek treatment from health care providers and pay for those services through a fee-for-service (FFS) model. In 2010, that all changed with the passage of the Affordable Care Act (ACA). The ACA is centered on the

Last week, I attended the Aspen Ideas Festival in Colorado. This year’s theme was “Smart Solutions to the World’s Toughest Challenges.” The health care track covered topics such as Ebola, cancer, dying with dignity and personalized medicine. I was inspired by the innovative thinking that this festival represents—