Kayla Anderson, Marketing Manager

Recent Posts


Video: Facebook Advertising Tips for Healthcare Marketers

11/01/17 by Kayla Anderson, Marketing Manager

Topics: Digital Marketing

Don't waste another cent of your Facebook advertising budget!

CONTINUE READING

If You Don't Know, Ask: The Importance of Qualitative Data

08/16/17 by Kayla Anderson, Marketing Manager

Topics: Digital Marketing

Qualitative data sometimes gets a bad reputation for being "too fluffy". While quantitative data is important for measuring marketing success, qualitative data is the best resource for refining your personas, generating content ideas, identifying friction points in the buyer’s journey, and gleaning honest feedback on your hospital’s services.

Here are some applications for ending assumptions and gathering qualitative data in the voice of your customer.

CONTINUE READING

Busting the Myth of Vanity Metrics

08/09/17 by Kayla Anderson, Marketing Manager

Topics: Measurement & Analytics

If you Google “How to create a marketing measurement plan”, you get nearly 75 million results. Needless to say, figuring out the best measurement plan for your hospital can be overwhelming.

In the short term, it may feel gratifying to concentrate on “vanity metrics” like post engagement and estimated reach. But the highest numbers aren’t always the best indicator of your best performing content. How can you discern which metrics are most appropriate?

CONTINUE READING

Why a Healthy Subscriber List is the Most Important Part of Your Email Strategy

07/12/17 by Kayla Anderson, Marketing Manager

Topics: Digital Marketing

Your email design and content has been edited to perfection and optimized for conversions. But have you given your email list the same TLC? 

CONTINUE READING

Conversion-Boosting Email A/B Tests to Start Today

07/03/17 by Kayla Anderson, Marketing Manager

Topics: Digital Marketing, Measurement & Analytics

You know that A/B testing your digital marketing tactics is proven to increase conversions and boost your bottom line. However, if the tests don’t match your business goals, you may be wasting your time. 

Here’s a quick guide to make sure you’re getting the most out of your email A/B tests —and some inspiration for the future.

CONTINUE READING

4 Fears, Myths, and Fallacies that Hold Email Marketing Back

05/24/17 by Kayla Anderson, Marketing Manager

Topics: Audience Segmentation & Targeting, Digital Marketing

At the 2017 Marketing United conference, Justine Jordan, VP of Marketing at Litmus, called me out. Marketers—myself included—hold many "universal truths" regarding email. However, some of those truths are actually myths in disguise—and they're holding us back.

CONTINUE READING

Remembering the Forgotten Discipline of Marketing

05/15/17 by Kayla Anderson, Marketing Manager

Topics: Audience Segmentation & Targeting, Content Strategy

Tom Webster of Edison Research and BrandSavant is imploring marketers to reconnect with their roots. With so many bells and whistles, it is easy to lose sight of what makes consumers choose your brand. Here's a synthesis of Webster's insights from Marketing United 2017. 

Why do most startups fail? Because their product does not fit their market. With competition being as fierce as ever, healthcare is not immune to the same consumer demands.

So why are we spending so much time generating demand that may not be there? Webster walks us through this thinking and has suggestions for how to slow down, back up, and see the big picture. 

CONTINUE READING

Facebook Audiences 101

04/19/17 by Kayla Anderson, Marketing Manager

Topics: Digital Marketing, Paid Media & Advertising

Facebook is one of the most targeted and cost-effective digital marketing tools you can use to reach your audience. It is heavily used by healthcare marketers, even though measuring its effectiveness can be challenging.

We've discussed how to create Facebook campaigns for all stages of the buyer's journey to increase conversions. The next step? Segmenting your audience. Here's a quick primer on the types of audiences Facebook has to offer.

CONTINUE READING

5 Marketing Tactics Hospitals Should be Using in 2017

04/17/17 by Kayla Anderson, Marketing Manager

Topics: Digital Marketing, Content Strategy

According to the 2017 State of Healthcare Report, 69% of healthcare marketers are using content marketing—but only 21% of those have a documented strategy.

As a result, over half (56%) are having at least some level of difficulty proving the effectiveness of their marketing campaigns.

If you fall in that camp or could just use some inspiration, here are five must-haves to generate the highest return on your content marketing investments.

CONTINUE READING

5 Tips to Harness Customer Feedback in Healthcare Marketing

04/10/17 by Kayla Anderson, Marketing Manager

Topics: Digital Marketing, Audience Segmentation & Targeting

When it comes to marketing, the most compelling content comes from your audience's own words. 

CONTINUE READING

Get Blog Updates by Email


Insight Magazine

The latest issue of Insight magazine offers fresh ideas to inform your marketing strategies. 
Start Reading Now!

New Call-to-action

Popular Articles



Follow us on Twitter