Content marketing tips for hospitals

13 Imperatives for Hospital Marketers from 13 Top Experts [free ebook]

Posted by Richard Iurilli on July 29, 2015

What can your health system do to build community online? How can you get every member of your staff in sync with your brand promise? What can you do to track marketing campaigns more effectively? How can you be ready to meet the needs of patients on the go? What should you do to make the most of the technologies you’re already using?

You’ll find the answers to all of these questions and more in our new ebook, 13 Imperatives for Hospital Marketers from 13 Top Experts.

With contributions by Ahava Leibtag, David Meerman Scott, Ed Bennett, Robert Rose of the Content Marketing Institute, and nine other content marketing and healthcare marketing experts, this ebook can guide you as you make your marketing plan for 2016. Their articles will show you the latest hospital marketing trends and help you improve everything from content creation and management to community building to campaign tracking.

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Examining local SEO ranking factors, Part 3: How to stand out in a competitive market

Posted by Richard Iurilli on July 27, 2015

Unless you’re the exclusive provider of a product or service, marketing is inherently competitive. Every hospital or system wants to reach more patients than its competitors do, and of all the tools and processes in your marketing plan, SEO is probably the most directly competitive.

Search engine results pages (SERPs) aren’t like magazine pages, where an ad in the middle or back can be just as effective as one in the front. If you aren’t at or near the top of the results for a given keyword, you just won’t reach as many searchers.

The first post in our series on Moz’s annual Local Search Ranking Factors survey examined the factors that help you rank highly, and the second examined the ones that will do the opposite. This time we’ll look at the “difference-making” ranking factors identified by the Moz survey to help you outrank your competitors.

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Highly Effective Habit #3: First things first

Posted by Nigel Edelshain on July 24, 2015

I’m continuing my review of Stephen Covey’s book The 7 Habits of Highly Effective People

Every Friday, I’m sharing a summary of one of the 7 habits from the book. This week’s post is about habit #3: "First things first."

Habit #3 is about focusing on the tasks that help you achieve your most important goals and fulfill your personal mission. This chapter of the book contains one of my favorite (and I believe most useful) graphs from any business book.

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13 reasons to do a hospital service line piece

Posted by Richard Iurilli on July 22, 2015

Chances are you’ve been told to prioritize the growth of one of your hospital’s service lines, or maybe even more than one. But when every hospital is trying to do the same thing, how can you set yours apart from the rest?

Today’s marketing landscape offers a hundred different ways to promote your services, with everything from email to blogging to paid ads on search engines and social media. All of those tools rightfully have prominent positions in your marketing plan, but if you want to stand out, print is still one of your best bets.

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Examining local SEO ranking factors, Part 2: What to avoid

Posted by Richard Iurilli on July 20, 2015

Welcome to Part 2 of our look at Moz’s annual Local Search Ranking Factors survey. There are so many things to keep in mind when building a local SEO strategy and the Moz survey is such a valuable resource that it warrants more than one post.

Check out Part 1 for an introduction and examination of the eight “buckets” that make up the local landscape for organic search results and Google’s "pack"/carousel results. This week we’re looking at the negative ranking factors, those that—intentional or not—could be driving your hospital brand down in search results.

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