Find the latest insights, trends, and topics on B2B and healthcare marketing.
The meteoric rise of Amazon has raised concerns for businesses across the spectrum. And, as discussed in a previous post, healthcare is by no means exempt. But that doesn’t have to spell disaster for healthcare organizations looking to grow. It simply means that they have to think about their operations differently. Focus on customer satisfaction. […]
Print collateral such as brochures and flyers can be effective in specific settings, but digital healthcare marketing is steadily growing, making up 90.9 percent of percent of healthcare marketing tactics in 2017 according to a 2018 Medical Marketing and Media report. As such, it’s crucial to employ marketing strategies that gives patients (both existing and […]
It sounds simple — publishers put a text file on their web servers that list all the companies that are authorized to sell their ad space. Programmatic platforms do something similar to confirm which publisher’s space they are authorized to sell. Ad buyers make sure both match up, and ad fraud is thwarted. Simple it […]
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 […]
Developing and maintaining loyalty should be priority number one for any brand or company. There are two types of loyalty that, when established, can help boost your ROI: brand loyalty and customer loyalty. To reap the rewards of both types of loyalty, though, we must first understand the difference between the two. Brand loyalty represents […]
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 […]
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 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 […]
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 […]
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 […]
