Social media marketing has become a prominent marketing channel for all industries, including higher education. We’ve asked Marlene Herrera, the Social Media Director for Miami Dade College, to share some insights on the ins and outs of the digital landscape.…
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The Pains and Joys of Creating a Brand Strategy
When people think of marketing, they often think of two things generating leads for sales or the creativity associated with building a brand. Often marketing activities can be seen as an expense by other departments within a company. However, marketing works to…
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St. Jude Children’s Research Hospital is Saving Lives with Brand Resonance
Brand resonance refers to the connection a consumer has with a brand and their ability to recall it during consumption. It’s the reason behind all the branding efforts a business conducts, and the concept extends to the healthcare industry. It is…
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A Hospital’s Slice of the Pie
Market Share describes the total sales a company captures within an industry. This metric allows a business to evaluate itself against its competitors to determine how well it’s performing in its industry category. Like all other businesses, hospitals also assess their…
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Healthcare Branding: Identity vs. Image
Brand identity and brand image are often interchanged, but the two are not one and the same. Each plays a significant role in the equity a brand name holds and the overall success of a business. Many think a brand is…
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Using Census Data for Healthcare
Census data can be used in various ways by businesses in all industries. When households receive the form in the mail, it seems like another task to add to the to-do list that sits with a low priority. However, the census…
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Is Brand Equity as Important to a Hospital as the Healthcare they Provide?
Consumers have become the driving force of commerce, and businesses have learned to listen and deliver what they want. Competition in the market puts consumers in control, and brand equity is a determining factor in what brands they consider purchasing from during…
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Data Points or Data Insights: What’s the Difference?
Data points and data insights sound the same, but one is not like the other. We go through life being taught not to judge a book by its cover but in terms of data we can. In my last blog post,…
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Let’s Talk Dirty Data
Dirty data is a term used to describe ineffective data entered into an organization’s database. Data is a powerful tool that, when processed and synthesized, effectively transforms into information used to drive business decisions. If you’ve been following this blog,…
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Doctors and Social Media
The use of social media for Doctors can be a topic with many opinions. Platforms like Facebook, Instagram, and Twitter have become part of daily life, and some physicians find themselves pondering if they should jump on the trend. Some…
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Testing with Marketing Experimentation
The world of a Physician is full of scientific experiments relating to health, but experimentation also flows over to the business side of a practice. Marketing experimentation can help with a multitude of decisions when launching ad campaigns, finding the right mix…
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Paid search can help bring in more qualified leads when advertising to new patients and is an excellent addition to your integrated marketing communication strategy (IMC). Having a broad understanding of IMC is very helpful, and if you haven’t, already,…
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Marketing Research Objectives: No Misunderstandings Here
After determining the need for a marketing research project, the next steps should be developing the project objective. The objective works as a guiding force for the entire study. It outlines the target audience, what information is to be gathered,…
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Integrating Integrated Marketing Communications into your Practice
An integrated marketing communication (IMC) strategy will allow you to provide current and future patients with relevant information at multiple touchpoints in a cohesive manner. This long-term strategy follows patients through the customer journey, where tailored communication pieces can be provided based…
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A Digital Customer Journey
The buyer’s journey is how a customer interacts with your brand’s products or services while searching for solutions to fulfill their needs. This path can begin with becoming aware of your brand, including it in their consideration options, and ideally leads to…
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Return On Ad Spend: Are Your Ad Dollars Working for You?
There is more of a difference between ROA and ROI than a letter. Return on investment (ROI) measures the profit generated after both the cost of investment, and related expenses are considered. Return on ad spend ( ROA) considers the cost for an advertising…
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Choosing the Right Social Media Channels for Your Business
Social media has grown to be part of daily life for millions of people worldwide, and as of July 2020, there were approximately 223 million users in the U.S. It has become standard practice to incorporate social media marketing into marketing communication…
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The Purpose behind Content Marketing
The word content engulfs a myriad of creative pieces like images, graphics, written material, or any mix of these. However, content marketing is much more than content creation. It is a strategy that guides the production of content to capture…
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What is The Theory of Planned Behavior
Have you ever thought about why you follow through with purchasing an item? Perhaps you’ve been eyeing a new car, a designer handbag, or even deciding which primary care physician to select. Marketers use a social phycology principle called the Theory…
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Brand Love: Loving or Hating Brands
It’s a common saying that Marketing is a delicate balance between science and art; Brand love is one concept that can showcase the validity of this statement. There are psychological factors behind how consumers behave and the strategies that marketers use to…
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Measuring Patient Attitudes with the Multi-Attribute Attitude Model
Consumers don’t take the messages put out about brands and believe it. Instead, they come across marketing communication and try products or services, forming their own opinion. By definition, consumer attitudes refer to the degree they like or dislike a brand’s products…
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How Perception Can Work For or Against your Medical Brand
Have you ever heard of the saying “beauty is in the eye of the beholder”?. This saying is referring to perception. Consumers are exposed to marketing stimuli every day, whether it’s regarding food, clothing, entertainment, insurance, or healthcare. These stimuli…
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Connecting, Convincing, and Converting with Content Marketing
Content marketing is an alternative to the traditional marketing methods that push communications to a broad market. With content marketing, you can strategize, create, and publish communication pieces that inform your specific audience about how your product or service can resolve…
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