Our insights on building a successful integrated marketing strategy for your healthcare organization.
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Content cadence and frequency is a critical component of healthcare marketing. Email newsletters should be sent every other week or even weekly, and blog posts should be promoted 2-3 times per post on social media and email. For direct mail, a monthly cadence is ideal, and for publications, a quarterly schedule is best. For digital ads, 3 or more exposures should be done before measuring results and optimizing the ad as needed. Quality should always be prioritized and metrics should be tracked for all content marketing efforts.
Healthcare personas can be an effective way to help tailor campaigns and marketing initiatives to specific target audiences, but consideration must be taken to ensure that the personas align with the brand identity and service line growth plans. A persona for branding should consider demographics, social lives, decision-making drivers and messaging strategies of competitors. Service line personas may need to be further tailored to specific audiences, considering age, demand, and experiences related to specific procedures or services. By purposefully creating personas for your brand and services, you can more effectively reach targeted audiences and drive results.
After the pandemic, it's important for healthcare organizations to engage non-consumer audiences such as physicians, employers, and donors to help them rebound and recover. Strategies should focus on recognizing and acknowledging uncertainties, creating alignment on strategy and messaging, and providing resources that can mitigate stress and support mental health for caregivers. For employers and donors, organizations should be specific in outlining which items/support are needed and how donations will be used. Communication needs to be tailored to each audience to ensure they understand what to expect from the healthcare organization.
Marketing orthopedic services requires a highly strategic approach that engages consumers at all stages of the decision journey. As a leading orthopedics marketing group, we've compiled best practices for capturing pent-up demand and creating long-term patient relationships.
To inspire your digital healthcare marketing plan, here’s a framework we’ve designed to build a strong foundation of paid search performance.
Healthcare organizations need to prioritize mental health marketing strategies to educate communities and connect them with the care they need. True North Custom offers mental health marketing services including blog and social content, paid search campaigns, social media marketing, custom landing pages and reporting/optimization services to help guide individuals and their families to the services they need.
While the consumer-centric mindset is a competitive advantage, it can be challenging to implement without being intentional about the plan and building the case for leadership. Here are guideposts for generating awareness and affinity for your brand and, by extension, driving volume to the most appropriate channel for care.
Weight-loss surgery has the power to transform health and save lives. Here’s how to ensure your bariatric marketing campaigns reflect more than just the cosmetic benefits.
Healthcare marketers are recognizing the growth opportunity content provides by providing people access to their experts via content. Adopting digital marketing tools is also highly popular, as content and tools are essential for creating credible content that highlights expertise and assisting people as they make healthcare decisions.
These are all key questions that will shape the message strategy of your telehealth marketing plan.
Our team of writers shared their favorite go-to questions when interviewing physicians and specialists.
Healthcare consumers are bombarded with messaging and content on a daily basis. Here's how to stand out with information that can both educate your communities and influence their behavior.
Whether your goals involve recruiting, generating referrals or strengthening clinical relationships, follow these best practices for physician marketing.
The top 11 advantages of hiring a healthcare digital marketing agency compared to bringing a full-time equivalent (FTE) employee on board or using freelance resources.
Build a successful integrated healthcare marketing strategy.
Supercharge your healthcare content production.
Read True North, our printed guidebook for healthcare marketers.