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Find the latest insights, trends, and topics on B2B and healthcare marketing.

Keys to Success: 4 Digital Strategies Healthcare Marketers Must Practice

Print collateral such as brochures and flyers can be effective in specific settings, but digital healthcare marketing is steadily growing, making up 12.6 percent of healthcare ad spend according to a 2016 Kantar study. As such, it’s crucial to employ marketing strategies that gives patients (both existing and potential) the functionalities they want while making […]

When Branding Met Technology: Takeaways from Brand Smart 2018

Yesterday’s brand narrative just doesn’t work in today’s marketing landscape. There are plenty of reasons for this, but one factor rises above the rest: technology has changed the game. New technologies have introduced more sources of value for many companies — as well as more challenges, learning curves, and potential disruptors. To create a brand […]

GDPR to make marketing data scarcer — but also better

General Data Protection Regulation (GDPR) is almost here, and concerns about how it will affect the supply of data used in marketing are palpable. The regulation will likely not impact all data in the same way, however. The amount of first-party data — that which companies collect themselves — may decrease as people exercise their […]

3 Steps to Create Healthcare Content That Resonates

Content has never been more important, in healthcare or in any industry. Consumers are devouring more of it than ever, across more channels. That’s great news for marketers: as DemandMetric reports, content marketing costs 62% less than traditional marketing, and generates about three times as many leads. Most healthcare organizations are already adapting to this […]

The (Amazon) Prime Directive for Healthcare

The recent disruptive foray by Amazon, Berkshire Hathaway, and JPMorgan Chase into healthcare seemed to catch people by surprise. After its announcement, shares of CVS Health took a nosedive, along with those of other healthcare giants such as UnitedHealth Group and Anthem.   While the particular combination of three companies involved (for now limiting themselves […]

To grow patient volume, start looking outward

In today’s healthcare market, growing patient volume is critical to success.  In recent years, health systems have focused on what might be described as supply-side growth strategies. However, a number of variables, such as aggressive physician recruitment and aggressive M&A consolidations, are taking the wind out of the sails of this inward-facing, supply-side approach. It […]

Search is now three dimensional. Is your brand ready?

For years, our only option for making an online search was through our fingertips. While most searches still occur that way (despite the frustration this can cause on smaller mobile screens), search is finally changing thanks to two added dimensions: Voice search Over 20% of searches conducted on Google are now done by voice. This […]

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