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

healthcare marketing practices

Healthcare marketing: 5 best practices

As we come to the end of June, it’s time to take a look back at our healthcare marketing series and review the most important lessons. From crafting a strategic plan to analyzing the data you collect and using it to optimize your campaigns, here are five best practices for healthcare marketing. 1. Use the […]

healthcare marketing

12 questions to ask about your healthcare marketing

As you craft a strategic plan for your healthcare marketing, asking the right questions and modifying any trouble areas can strengthen your approach. Have you asked yourself or your team these twelve questions about your strategic plan, targeting and use of data to improve your campaigns? Strategic plan 1. Has your strategic plan clearly and […]

healthcare marketing

Three examples of healthcare marketing success

As we continue to look at the elements of successful healthcare marketing campaigns, it’s time to examine a few real-world examples. Each of these campaigns has something to teach about the best ways to reach and move your audience as you craft your next healthcare campaign. Take a look: Dana-Farber/Brigham and Women’s Cancer Center: You […]

healthcare marketing

Identifying your audience: Healthcare marketing to consumers

As we covered on Tuesday, there are a number of things to consider when determining the audience for your healthcare marketing. In that post, we focused specifically on healthcare marketing aimed at organizations. Today, we’re taking a deeper dive into what that looks like in healthcare marketing to individuals. Who are you trying to reach? […]

healthcare marketing

Identifying the audience: Who is your healthcare marketing for?

Healthcare marketing is a wide-ranging industry, encompassing the activities of brands that want to reach consumers and attract them to a hospital system, as well as organizations that are looking to sell their wares to that same hospital system. In that sense, healthcare marketing audiences can be as different as B2B and B2C audiences. But […]

Why healthcare marketing experience is critical

When you are looking for a marketing partner to help craft or carry out your healthcare marketing strategic plan, what’s the first thing you take into account? Hint: it should be marketing experience within the industry. While every industry has unique aspects that are best navigated with experience, healthcare is particularly sensitive. Marketers in this […]

Remember the new marketing value chain?

In 2014 we introduced the new marketing value chain, a new framework for marketing that replaced the old “rules and tools” approach. In the old marketing value chain, marketers used best practices and conventional wisdom (the rules) and marketing approaches such as advertising, direct mail and trade shows (the tools) the drive sales, engagement and […]

10 questions to ask about your strategic plan

Now that you have a strategic marketing plan to work from, it’s time to ensure that it is feasible to carry out and will be effective in raising your organization’s profile and communicating your key messages. If you’re working with a marketing partner, talk through your strategic plan with them to understand how best to […]