Find the latest insights, trends, and topics on B2B and healthcare marketing.
As we covered on Tuesday, there are a number of things to consider when determining the audience for your healthcare marketing. In that post, we focused specifically on healthcare marketing aimed at organizations. Today, we’re taking a deeper dive into what that looks like in healthcare marketing to individuals. Who are you trying to reach? […]
Healthcare marketing is a wide-ranging industry, encompassing the activities of brands that want to reach consumers and attract them to a hospital system, as well as organizations that are looking to sell their wares to that same hospital system. In that sense, healthcare marketing audiences can be as different as B2B and B2C audiences. But […]
When Trinity Health, one of the nation’s largest healthcare networks, wanted to bring together seven hospital systems in Michigan to form a single brand, they partnered with Movéo. The two teams knew there would be challenges to the project both internally and externally. The new brand would need to be consistently conveyed to over 8,000 […]
When you are looking for a marketing partner to help craft or carry out your healthcare marketing strategic plan, what’s the first thing you take into account? Hint: it should be marketing experience within the industry. While every industry has unique aspects that are best navigated with experience, healthcare is particularly sensitive. Marketers in this […]
In 2014 we introduced the new marketing value chain, a new framework for marketing that replaced the old “rules and tools” approach. In the old marketing value chain, marketers used best practices and conventional wisdom (the rules) and marketing approaches such as advertising, direct mail and trade shows (the tools) the drive sales, engagement and […]
Now that you have a strategic marketing plan to work from, it’s time to ensure that it is feasible to carry out and will be effective in raising your organization’s profile and communicating your key messages. If you’re working with a marketing partner, talk through your strategic plan with them to understand how best to […]
No matter what your marketing firm is doing or how effective they are, there are certain circumstances that can impact the success of your marketing campaigns. Today, we’re taking a look at some of the main roadblocks that keep marketing from achieving its full potential and what you can do about each, particularly if you […]
Recently, we brought you a recap of a CRAVE session about benchmarks and analytics by Movéo’s director of data and insights Jiani Zhang. In a followup session, she presented an in-depth look at the power of A/B testing. Here are some of the key takeaways: Types of A/B testing There are two forms of A/B […]
After a strategy is devised and implemented, your organization must find balance between the essentials of that plan and the need to be responsive to shifting business conditions. When this balance is achieved, your marketing team can address changes in your operating climate without deviating from the core goals and approach you’ve established. As you […]
A strategic plan should be the foundation of your marketing, but it needs to be translated into actionable tactics in order to generate success. Making the jump from plans to actions can be easier said than done, but a strong marketing partner can work with your organization to create a strategic plan and convert that […]
