Find the latest insights, trends, and topics on B2B and healthcare marketing.
When it comes to increasing demand for services and driving up patient volume, healthcare marketing is typically concentrated on acquisition and branding — the top of the sales funnel. But that means neglecting one of the industry’s unique advantages: a buyer highly receptive to bottom-funnel tactics and relationship building. A buyer sensitive to experience Unlike […]
Marketing personas, semi-fictional representations of your existing or prospective consumers, put a face to your data and give you something meaningful and relevant to talk about with your top targets. They help your team answer critical questions such as “Who are these consumers?” “What’s important to them?” “How do they use healthcare?” “How can we […]
What’s the first thing that comes to mind when you hear “Voice of the Customer research”? If you’re like many healthcare marketers, the answer is simple: surveys. Lots of surveys. The trouble is, that one-word answer could limit the value your Voice of the Customer (VoC) research actually provides. To be clear, this doesn’t mean […]
Online reviews are a powerful way for physicians and healthcare providers to put their best foot forward. And few people would dispute their importance. Between 60 and 77 percent of patients use online review sites to help them select a physician. What’s more, patients take the content of those reviews seriously. Eighty-five percent of people […]
Patients are giving healthcare reviews fewer stars. A recent survey on the health care decision-making process showed that reviews have become less important to the patient — in 2016 more than 50% of respondents said that reviews were either “important” or “very important” and in 2018 this number went down to 32%. Additionally, only 17% […]
There’s a lot a good information in the 2019 demand generation benchmark study released by Demand Generation Report. The headline is that larger chunks of marketing budgets are now being allocated to demand generation to support the continued goal of revenue growth: 71% of those surveyed said their demand generation budget will increase in 2019, […]
Our team is looking to the new year with fresh eyes and ample creativity as the holidays wrap up. As we look back on the year in terms of productivity, there are a few items that caught our eye to keep us sharp — whether creatively, analytically, or strategically. Take a look at our year-in-review […]
Big things come in small packages, and soon something very big will be coming to small screens everywhere. In July, creative technology giant Adobe Systems Inc. announced that it is releasing the full version of its Photoshop program for Apple iPads in 2019 — much to the delight of creatives everywhere. Currently, Adobe offers a […]
Apps are one of the great success stories of the mobile age. People love their easy accessibility and their native speed – what they don’t like is getting them. Going to the app store, finding the right app, completing the download, etc. all create friction in the user experience. In fact, each step to download […]
A 360-degree view of the customer has always been the holy grail of marketing, but since 2013, it has also been the impetus behind a new category of martech — customer data platforms (CDPs). Sharing similarities with customer relationship management, data management, and tag management systems, CDPs have the ability to collect, store, and normalize […]
