Shrinking attention spans.
Increased competition online.
C-suites demanding more from their marketing teams.
These are just a few of the challenges healthcare marketers must face…
And then there’s the budget.
In today’s age of extensive data collection and tracking, more and more healthcare companies are looking for measurable returns on investment instead of vague terms like “exposure,” “brand awareness,” and “visibility.”
Wouldn’t you like to make your marketing more cost-effective and results-oriented? Whether you’re working with a shoestring budget, experiencing cutbacks, or just looking to get a little more from the money you spend, here are a few ideas for getting measurable results with smaller budgets.
Scripps Health, a private, nonprofit health system based in San Diego, has been providing world-class care to the local community for decades. Ever since its humble beginnings back in 1924, Scripps has focused on a patient-first experience.
This health system has grown to include four San Diego hospitals, multiple urgent care clinics, and emergency rooms. Along the way, they’ve received numerous awards and recognition for their clinical quality, innovation, and workplace environment.
How do they do it?
A crucial part of their success today lies in their digital marketing strategies. Let’s break them down and see what we can learn!
Even if you’ve worked in healthcare for all of five minutes, you’ve probably heard about the power of content marketing. This marketing style, which is enjoying tremendous success in other industries, has become a staple recommendation to better connect with healthcare-seekers.
While there is tremendous potential in content marketing, the challenge lies in the execution.
Making blanket recommendations is easy. Want to increase revenue? Some will tell you that social media is the way forward. Others swear by blogs, videos, or email newsletters.
Usually, we are limited to only our personal experiences with content marketing – or maybe a few anecdotes from our healthcare colleagues.
What’s happening with content marketing in the industry at large?
What’s working well for marketers, and what isn’t? Which tools have the highest ROI?
Let’s take a broader look.
Healthcare marketers have an overwhelming number of tools, techniques, and platforms to connect with their audiences.
The challenge is narrowing down the choices to what’s most effective – and understanding how changing patient behavior is affecting the process.
One strategy that is gradually moving into the spotlight: influencer marketing.
What is it? Why should you consider it for your healthcare brand? What does it take to make it pay off?
Let’s break it down now.
One of the best ways to improve our healthcare marketing is to go beyond the theoretical. Seeing what brands are actually doing well acts as a springboard for a better approach.
Kindred Healthcare has a lot of real-world insights to offer. This truly massive organization, which offers post-acute, rehab, hospice and home care services across nearly 3,000 locations, is making the most of digital and traditional marketing channels.
Kindred has steep marketing challenges to overcome. Their approach to meeting these challenges will inspire your own healthcare brand – whether it’s large or small.
How are they connecting with their target audience in a time of so much confusion and overwhelming healthcare jargon?
Let’s take a look!
Social media is one of the most exciting marketing opportunities for healthcare brands today. Unfortunately, it’s often misunderstood.
As audiences become increasingly fragmented across digital channels, social media offers the perfect chance to form communities. It isn’t just for tech-savvy millennials anymore; middle-aged and elderly adults are some of social media’s fastest-growing demographics.
People are engaging these platforms to talk about everything ranging from what they had for lunch to important topics like finances, relationships, and health.
How can we healthcare marketers make it work for us?
By pulling out the key insights from brands who are already doing it well.