Content marketing tips for hospitals and healthcare systems

How to focus on the important stuff

Posted by Nigel Edelshain on March 27, 2015

There’s so much to do.

There seems to be no limit to what you can do as marketer. In fact, there always seems to be another idea from one of my colleagues of how we could do more marketing in one area or another. I suspect your world is similar.

Given everything you could do. What should you do? Which project should you work on next? (And when do you get to do something for yourself, like call a friend or get your car washed—mine is still covered in salt?)

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Is your hospital ready for Google's new mobile-friendly algorithm?

Posted by Richard Iurilli on March 25, 2015

On April 21, Google will begin rolling out an update to its search algorithm that could have a huge impact on your hospital’s SEO.

Google tweaks its algorithm around 600 times every year (665 times in 2012) as it attempts to deliver better search results. Most of those tweaks are unheralded changes to small variables that you probably don't even notice, either as you search or as you monitor your SEO, but this forthcoming update, which will determine whether sites are mobile-friendly and adjust their rankings accordingly, will have a bigger (perhaps significantly so) impact than any of them, including the Panda and Penguin updates.

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7 tips for building your email list

Posted by Richard Iurilli on March 23, 2015

If you think we spend a lot of time here talking about your email lists, you’re right.

Email marketing can have a tremendous impact on your hospital’s branding, reach, and fundraising efforts, but if you don’t have a strong house email list, you can’t take advantage of those benefits. Email marketing can help you cut costs by migrating from a print newsletter to an online one, but if you don’t have a list of people who have opted in to read your content, you have no way to distribute it.

No matter what kind of digital marketing tactics you’re trying to use, your results will only be as good as your email list. And no matter what kind of results you’re looking for, email is probably your best way to get them.

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Networking for hospital marketing directors?

Posted by Nigel Edelshain on March 20, 2015

"I’m happy in my job. I don’t need to network."

Many people think this way but it’s the same as saying you will eat healthily only after you’ve had you first diagnosis of high cholesterol.

  1. The best time to network to find a new job is when you have a job.
  2. Networking is a way to make you more successful all the time. A strong network will help you be more succesful in your current position.

The best time to network is now. This is always true.

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Hospital newsletters and email lists—birds of a feather

Posted by Nigel Edelshain on March 18, 2015

I’ve seen this scenario several times now. A hospital marketing director wants to start distributing their newsletter, or some portion of it, in a digital form.

But there’s a catch. The hospital does not have a well maintained (nor large) email lists. Without a great email list digital magazines cannot be as a successful as we hope.

Digital magazines are a great way to make your marketing budget go further. Printing on paper and then putting that paper in the US mail is an expensive proposition. When you’re sending tens of thousands of newsletters or magazines this way you’re looking at a large bill.

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