Hospital Branding

Your website is the hub of your digital marketing strategy.  It is the place where patients, members and influencers want to learn more about your organization.  While many medical product and service companies have an online presence, they don’t think of search engine optimization (SEO) while building it or even after the site’s been developed to maintain it.  A website can look great, but if it’s not built for SEO, no one will be able to find you. Follow these 5 important factors to make your website more successful, including design and development, and what to do once the website is live. Simple is better, especially for healthcare brands. Before you get started with a new website, first define your goals. What do you want your visitors to see and what do you want them to do? This all contributes to the design of your new site.  Not everything can stand out.  Highlight a few things that sets you apart from your competitors and make those stand ou...

According to Deepak Chopra in his bestselling book  The Seven Spiritual Laws of Success ,  “How can I help?” is the only question that truly matters.  “It coaxes and expands your awareness out toward the service and care of others.” Many medical associations struggle with articulating an effective value proposition that helps their members expand awareness and services. Establishing this in clear and compelling manner is an essential step if you want to communicate how your organization can provide the keys to your members’ success. There are some important steps you must take before embarking upon creating your medical association’s value proposition. It all begins and ends with research. So where do you start? Here’s a brief 3-step plan. Refine your target audience First and foremost, you need to determine who your “key” target audience is. You can’t be “all things” to “all people.” Many have tried, and failed. But by clearly defining and refining your tru...

By now, we have all seen the articles, blog posts, and other content on consumer trends in healthcare marketing for 2018.   From Artificial Intelligence and big data to value, there is no doubt the industry will continue to transform and consumer expectations and behavior will keep pace with the changes.  And, while it’s tough to predict the future, there is a place to look and get an idea as to what will occur down the road; the rearview mirror. According to Amazon Founder, Jeff Bezos, this is often the first place he looks when predicting future trends and changes.  Amazon is one of the most innovative companies on the planet, yet it was (and still is) built on a premise that is very down to earth: focusing on what’s not going to change . Bezos is frequently asked to comment on “what’s going to change in the next ten years?” His answer may surprise you. “While that’s an interesting question, I almost never get the question, what’s not going to change...

Direct mail as a healthcare advertising tactic has undoubtedly declined in volume over the past decade. One of the contributing factors, of course, has been the rise and surge of digital and social media platforms, both allowing healthcare brands to effectively and efficiently deliver their message to consumers where they are; on line, on their phones, and always on demand, and looking for healthy supplements as  the best extract  of kratom you can purchase online. As a result, marketers are increasingly putting more of their budget into these new channels to the tune of over $70 Billion, nearly tripling its spend in the last eight years. In the mix, you’ll still find big traditional media such as television, radio, and (magazine) print.  These media are proven brand support and many of the elements can be shared with other platforms whether on line videos, banner ads, Pandora radio, etc. – so, all in all a very cost effective balance of new and old. Under the...

Creating a winning digital strategy takes the right combination of ‘earned,’ ‘owned’ and ‘paid’ media. Understanding what those are, and how to leverage them to create a successful plan can be confusing. A great way to tackle this is by thinking of earned, owned and paid media as a triumvirate. Each is an important part of your organization’s strategy, and combined, they can contribute to a successful digital marketing plan. For the purposes of this blog, we are going to focus on owned media.  Owned Media  is any communication channel or platform that belongs to your brand that you create and have control over. This can include your website, any content you publish, your social media channels, and the content you distribute on those channels. The cornerstone for any digital owned media strategy is a good website. For many, building a website can be an overwhelming prospect. But building one doesn’t have to be such a monumental task. It’s important to remember tha...

If you aren’t already using testimonials in your healthcare marketing plans, I hope that this inspires you to do so. Testimonials are a powerful tool that can persuade potential customers to buy or use your services. In fact, testimonials could be one of the most powerful marketing tools you have! People feel more confident engaging in a relationship when they know there are other satisfied customers. Through testimonials, you can give potential patients a reason to believe and a trusted opinion from a third party. Testimonials are effective because they: Build trust . Your customers share the positive experiences they’ve had with your organization’s services. Provide feedback . Asking for testimonials is a great psychological spur to encourage companies to continually strive for their best performances—and allows quick corrections if they begin to drift off course. Aren’t “salesy.”  Because they aren’t written in your corporate voice, they stand out as unbiased and auth...

In this evolving, technology-driven world we live in, phone books and directories are a thing of the past.  When it comes to finding the best restaurant, electronic store, bowling alley or even hospital, you must exist online. However, having just a website alone won’t do much good if no one can find you on the web.  In today’s competitive market, you need to have an effective website that is paired with search engine optimization, or SEO, to help visitors find your site. In short, SEO helps search engines, like Google, figure out what your website is about and how it may be useful for visitors. The best practices of SEO will ultimately improve user experience and ensure visibility on search engines, and if you don’t know how to deal with SEO, don’t worry, because there are professionals like the ones from  http://cultivateexpress.com/  that will be willing to help you at all times, and don’t forget that  at SEO Elements  you will also find some of th...