Healthcare Marketing

Media Mix 2020, Part 3: The Latest in Digital Advertising

Should television ads, direct mail, and digital display ads be in your healthcare marketing budget? Marketing Your Hospital explored where hospital marketers should spend their marketing dollars in 2020. We’re sharing what we found in this three-part series. In this third installment, we take a closer look at the latest trends in digital advertising. And be sure to check out Part 1: Is TV advertising dead? and Part 2: Should You Invest in Direct Mail?

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Does Color Matter in Hospital Marketing?

Let us guess. Your organization’s logo is predominantly blue. Are we right? We can make that assumption because more than half of all company logos and a whopping 85% of hospital logos are blue. That’s according to a logo review by design marketplace 99designs.

And it makes sense. Blue is associated with calmness, trustworthiness, and steadfastness. What healthcare organization wouldn’t want to project those brand traits? The rest of your palette is probably a pleasing yet limited color selection that complements your main logo color. And you’ve been drilling those colors and their proper usage into the heads of content creators your organization over for years.

But are you using color strategically?

color plays a big role in the way that we see and perceive brands
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Media Mix 2020, Part 2: Is Direct Mail Dead?

Are television ads, direct mail, and digital display ads worth the investment? Marketing Your Hospital explored where hospital marketers should spend their marketing dollars in 2020. We’ll share what we found in this three-part series. In this second part, we take a closer look at direct mail. And be sure to check out Part 1: Is TV advertising dead?

In our first Media Mix 2020 post, we discussed the value of television advertising, even in the wake of digital recording and online streaming. But what about direct mail? Like TV advertising, direct mail is costly, while email blasts are cheap. Is direct mail worth the paper it’s printed on? Yes, yes, yes.

direct mail and letters piled high in a mailbox
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Media Mix 2020, Part 1: Is TV Advertising Dead?

Are television ads, direct mail, and digital display ads still worth the investment? Marketing Your Hospital explored where hospital marketers should spend their marketing dollars in 2020. We’ll share what we found in this three-part series. First up is TV advertising.

When was the last time you watched a commercial on television? If you can’t remember, you’re probably not inclined to spend a dime of your 2020 hospital marketing budget on TV advertising. No one will see them! Well, it turns out, that’s far from true.

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Converting Patient Education Materials into Healthcare Content Marketing

Struggling to find ongoing, relevant content for your hospital’s website, blog, email campaigns and social media? You probably are overlooking a treasure trove of existing content that sits on patient floors and in your physician offices—patient education materials.

With just a little chopping up and a little editing, you can easily turn a 32-page spine surgery patient guide into a plethora of healthcare content.

Business online, digital marketing, human hands with gadgets vector Illustration, web design
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The Healthcare Marketer’s Guide to Image SEO

Keywords, semantic search, meta descriptions. Over the years, you’ve become accustomed to writing for your hospital’s website with SEO in mind. But if you’re not optimizing your images, then you’re leaving rankable assets on the table. The good news is image SEO is fairly simple. Here’s what you need to know.

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Should You Go All-in on Brand Marketing?

Healthcare systems across the country seem to be jumping back on the branding wagon. They are hiring marketing vice presidents from consumer brand companies and engaging multinational advertising agencies. The idea is to create a pull strategy that causes consumers to demand your healthcare system. That, in turn, gives you leverage when negotiating insurance reimbursement rates.

But will new logos and television ads alone create that demand?

Probably not.

Designer team sketching a logo in digital design studio on computer, creative graphic drawing skills for marketing and branding (own design elements on the computer screen)
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Creating Hospital Content for the Buying Cycle

Before consumers make a purchase, whether it’s a new camera or car, they typically follow a predictable cycle that takes them from shopper to customer. At the end is the camera or car they dreamed of (hopefully). Despite the common thought that healthcare is not a typical purchase, your patients follow the same pattern. And you need to be creating content for every stage of the healthcare consumer buying cycle.

Pediatrician and little african american girl at hospital
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How Tech-Savvy Are Seniors?

We’ve all made at least a few jokes about seniors and technology. We ask children to help grandpa find Netflix on the TV. And we laugh when grandma signs her texts “Love, Nana” like we don’t know they’re from her.

These endearing examples give the impression that older adults aren’t technology savvy. And because adults 65 and older make up a large segment of healthcare’s target market, you feel the need to rely heavily on other mediums. But baby boomers and above are using technology—at the highest rates we’ve ever seen. Here, we take a closer look at the statistics of tech use among seniors.

Senior man reading online news on smartphone outdoors.
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How to Do Multicultural Marketing Right

Do these comments sound familiar? “We could feature an African American family in this maternity ad.” “Let’s get these service line brochures translated into Spanish.” “How can we speak to our Asian American community?”

Just a few years ago, comments like these typically were the extent of the conversations hospital marketers were having about multicultural marketing. But simply including images of diverse families in your banner ads and offering translated collateral is no longer enough. Cultural differences are about more than skin color and language. They’re about perceptions, beliefs, customs and more.  

Group of cheerful diverse friends in the park
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