More people than ever are researching health issues–and making buying decisions based on that research–online. This goes for typical hospital patients, to medical professionals and sophisticated corporate clients.
Savvy healthcare marketers have recognized the need to adapt their approach. But, as more of them go digital in response to customer demands, many overlook a key element: landing pages.
What are landing pages? Why do they matter? And most importantly, how can you make them work for you?
Keep reading to find out! Continue Reading…
Millennials have a reputation for being tech-savvy, fickle customers, and rugged individualists. Because they represent a large portion of the total population and purchasing power, they’re a key demographic for many healthcare companies.
When it comes to marketing, millennials demand more. Strategies that are effective with older generations hold little appeal to them. Savvy marketers will hone in on what makes millennials unique–and adapt their approach accordingly.
Let’s talk about how. Continue Reading…
Humana is a truly massive healthcare corporation. With over 52,000 employees and stock traded on the New York Stock Exchange, it’s one of the largest insurance brands worldwide.
These past few months have brought some major shakeups for the industry giant. For starters, they agreed to be bought out by an even larger competitor, Aetna. Additionally, they also began a major effort to focus their marketing in the digital space.
It’s easy to compare the size of Humana to your own brand and conclude their marketing has nothing to offer in the way of actionable insight. But, by focusing on the major principles driving their success, we can pull out important lessons applicable to much smaller healthcare companies. Continue Reading…
“Content is king.”
Ever since Bill Gates’ bold declaration back in 1996, marketing strategies have evolved to respond to how people research, engage, and make buying decisions online.
Content marketing has birthed not just a different way of thinking, but an industry of eager bloggers, consultants, and other marketing experts quick to praise it.
You’ve certainly heard about content marketing’s potential…
But unfortunately, far fewer of us experience those results in our own efforts. Many healthcare marketers struggle to make content marketing work because they keep making similar mistakes.
Once we identify the most common issues, we can take action to fix them and start seeing the leads, engagement, and customers we’re looking for.
So, without further ado, here are seven of the “deadliest sins” of healthcare content marketing. Continue Reading…
You’ve heard about the power of content marketing hundreds of times.
As people take their search for health information online, quality content is an invaluable tool to educate, serve, and engage them better than your competitors. Done well, content marketing adds to your credibility as someone to trust.
There’s only so much time and financial resources to invest. We must make the most of every piece of content we create. Using an approach that not only finds a wide audience, but captures it.
Let’s talk about how to maximize your contents impact. Continue Reading…
Communities are all around us.
They go far beyond traditional groups like friends, family, companies, and social clubs. Today, the internet has empowered us to find like-minded people no matter how obscure our interests.
The same goes for the very people you’re marketing to in healthcare. Patients and physicians, administrators and insurers are organizing themselves into communities where they can share, engage, and interact.
If you can create one of these communities with your marketing, you can attract the right people and earn their trust. It might take a change in strategy. But keep reading to find out why it’s worth it–and what you can do to get started today. Continue Reading…
Your resources, experience, and work ethic are important. But nothing can set you on the path to success like building the best team possible. With the right healthcare marketers on your side, you can engage your target customers and build relationships like never before.
Finding these superstars is easier said than done. Fortunately, if you consider a few important things before hiring anyone, you’ll screen out the poor fits and stack the odds in your favor. Continue Reading…
Getting attention in today’s hectic, overstimulated society is a challenge. Getting attention from overwhelmed healthcare professionals–specifically, the ones who might be interested in your product–is priceless.
The rules have changed. Thanks to the explosion in technology and changing consumer behavior, savvy healthcare marketing must adapt to build meaningful relationships with prospects and existing customers.
How are things different now? What does that mean for the way you engage with your customers?
Where can you go online to order everything from books and electronics to food and even toilet paper?
If you’re like most people, you’ve probably ordered something there within the past few months. Maybe you have one of their boxes waiting at your doorstep right now, ready for you to go home and open it.
With their selection, convenience, and personalized shopping experiences, Amazon is uprooting our thoughts of what it means to do business today. How we do business there–and what we’ve grown to expect–are changing the way we look at every industry.
Even healthcare. Continue Reading…
The healthcare industry, like many others that have been around for a long time now, isn’t exactly known for its rapid innovation or willingness to embrace new ways of doing things.
That’s understandable. After decades of experimenting and trying things, we’ve settled on time-tested approaches that work. But the explosion of new technology is disrupting the landscape in a big way. It’s opening up new avenues to approach healthcare marketing–and changing how we see healthcare overall.
Some influential women, relying on their unique backgrounds and perspectives, are leading the charge in healthcare’s increasing innovation. There’s plenty to learn from their insights. Continue Reading…