| content marketing for healthcare: Hospital Marketing , 1986 |
| content marketing for healthcare: Cash-Pay Healthcare Stewart Gandolf Mba, Mark J Tager, 2018-11-13 This is a book for every healthcare practitioner-from every discipline-who is seeking to create a more meaningful, direct, and satisfying type of interaction with patients. At its foundation lies cash-pay healthcare and a return to the basic principles of commerce. You deliver services and products, and an experience that patients feel good about paying for with their hard-earned cash. This may involve a new payment structure, such as membership, concierge, hybrid, or direct pay; or it may be augmenting your business by adding new profit streams. It's simple, but not easy.In this breakthrough book, Dr. Mark Tager and Stewart Gandolf provide a practitioner's step-by-step guide to starting, growing and profiting from cash-pay healthcare. You'll find checklists, bulleted lists, helpful examples, and a guide to the best resources to help you along the way. No matter where you are along the continuum of generating additional revenue, you'll come away more confident and committed to growing your practice and serving your patients. |
| content marketing for healthcare: Modern Health Care Marketing Gamini Gunawardane, 2020-06-05 This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry. |
| content marketing for healthcare: Content Rules Ann Handley, C. C. Chapman, 2010-11-11 The guide to creating engaging web content and building a loyal following, revised and updated Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a voice, including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online—and using them to establish credibility and build a loyal customer base. Find an authentic voice and craft bold content that will resonate with prospects and buyers and encourage them to share it with others Leverage social media and social tools to get your content and ideas distributed as widely as possible Understand why you are generating content—getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy Write in a way that powerfully communicates your service, product, or message across various Web mediums Boost your online presence and engage with customers and prospects like never before with Content Rules. |
| content marketing for healthcare: Healthcare Relationship Marketing Dr Ira J Haimowitz, 2012-09-28 In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel push marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program. |
| content marketing for healthcare: Healthcare Marketing in the Digital Times Olivia Flaggert, 2018-02-20 Are you a physician looking to grow your new patient base through online marketing? If so, then this book is for you! Today, patients are going online to find their doctor, and it is more important than ever for healthcare providers to show up online when patients are searching. Learn how doctors can use SEO, social media marketing, PPC, and other online techniques to increase new patient appointments. Includes 30 Days of Facebook Post Ideas! |
| content marketing for healthcare: Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector Santos, José Duarte, Pereira, Inês Veiga, 2021-06-25 The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry. |
| content marketing for healthcare: Healthcare Marketing Leigh W. Cellucci, Carla Wiggins, Tracy J. Farnsworth, 2014 Experienced healthcare marketers know that the traditional four Ps of business marketing (product, price, placement, and promotion) don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps (physicians, patients, payers, public, and the presence of politics) for building a solid foundation in healthcare marketing. Topics include: the history of healthcare marketing practices; physician, patient, and hospital interactions; alignment of strategic marketing efforts to the mission, vision, and values of an organization; ethics of healthcare marketing; stakeholders' roles in healthcare marketing; conflict management techniques; and the basics of a healthcare marketing plan. -- |
| content marketing for healthcare: Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses Joe Pulizzi, 2015-09-04 “Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It’s called content marketing, and this book is a great way to master this new technique.” -Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0 How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success.” -Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written. -Jay Baer, New York Times bestselling author of Youtility The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves! -David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy. -Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling. -Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model. -John Lee Dumas, Founder, EntrepreneurOnFire The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint. -Scott Stratten, bestselling author and President of UnMarketing Inc. Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort! -Scott Maxwell, Managing Partner/Founder OpenView Venture Partners |
| content marketing for healthcare: Social Marketing for Public Health Hong Cheng, Philip Kotler, Nancy Lee, 2011 Social Marketing for Public Health: Global Trends and Success Stories explores how traditional marketing principles and techniques are being used to increase the effectiveness of public health programs-around the world. While addressing the global issues and trends in social marketing, the book highlights successful health behavior change campaigns launched by governments, by a combination of governments, NGOs, and businesses, or by citizens themselves in 15 countries of five continents. Each chapter examines a unique, current success story, ranging from anti-smoking campaigns to HIV-AIDS prev |
| content marketing for healthcare: Communication and Health Charlene Elliott, Josh Greenberg, 2022-01-01 This book explores the unique contribution that critical communication studies can bring to our understanding of health. It covers several broad themes: representing and mediating health; marketing and promoting health, co-producing health; and managing health crises and risks. Chapters speak to moral and social regulation through health communication, technologies of health, healthism and governmentality. They engage with historical and contemporary issues, offering readers theoretically grounded perspectives. At base, the book explores what a critical communication approach to health might look like, revealing in important—and sometimes surprising—ways how communication sits at the centre of understanding how health is constructed, contested, and made meaningful. |
| content marketing for healthcare: Youtility Jay Baer, 2013-06-27 The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: How can we help? Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. |
| content marketing for healthcare: Joe Public 2030 Chris Bevolo, 2022-02-15 On the ten-year anniversary of the release of the original Joe Public Doesn’t Care About Your Hospital book, author Chris Bevolo and Revive have set their sights a decade in the future with Joe Public 2030: Five Potent Predictions Reshaping How Consumers Engage Healthcare. The book explores five key ways consumer health engagement may change over the coming decade, covering everything from AI and personal monitoring to consumerism, new competition, the politicization of healthcare, and growing health disparities. The book makes five bold predictions about that future, which range from exciting and promising to ominous and discouraging. Based on insights developed by a team of researchers, strategists, and futurists at Revive, the five core predictions are supported by more than 250 resource citations and input from 22 industry experts who were interviewed for the book, including health system CEOs, venture capitalists, entrepreneurs, and physicians. The purpose of the book is to spark conversation about how the future of health and healthcare in the U.S. might emerge, and how individuals and organizations might want to prepare for – or even change - that future. This is Bevolo’s seventh book, and the fourth (and final) installment in the Joe Public series. The book is scheduled for release in January 2022. |
| content marketing for healthcare: Artificial Intelligence in Healthcare Adam Bohr, Kaveh Memarzadeh, 2020-06-21 Artificial Intelligence (AI) in Healthcare is more than a comprehensive introduction to artificial intelligence as a tool in the generation and analysis of healthcare data. The book is split into two sections where the first section describes the current healthcare challenges and the rise of AI in this arena. The ten following chapters are written by specialists in each area, covering the whole healthcare ecosystem. First, the AI applications in drug design and drug development are presented followed by its applications in the field of cancer diagnostics, treatment and medical imaging. Subsequently, the application of AI in medical devices and surgery are covered as well as remote patient monitoring. Finally, the book dives into the topics of security, privacy, information sharing, health insurances and legal aspects of AI in healthcare. - Highlights different data techniques in healthcare data analysis, including machine learning and data mining - Illustrates different applications and challenges across the design, implementation and management of intelligent systems and healthcare data networks - Includes applications and case studies across all areas of AI in healthcare data |
| content marketing for healthcare: RESULTS Scott Weintraub, R.J. Lewis, Joanne McHugh, Roger Zan, Brad Sitler, 2015 DISRUPTION CREATES OPPORTUNITY FOR THOSE WHO EMBRACE CHANGE. NEW WINNERS AND LOSERS WILL EMERGE. THIS BOOK WILL HELP YOU AND YOUR COMPANY THRIVE IN THE AGE OF DISRUPTION. The informational and technological revolutions have forever changed the practice of medicine. We analyze data in a flash and marketers deliver it with pinpoint accuracy at just the right moment. When patients put their trust in our brands and place their lives in our hands, marketers have to quickly analyze the data accessible to us so we can deliver the right information at the right time, all while navigating the complexities of industry regulations. Timely messaging through the patient journey provides marketers today with an unprecedented opportunity. We must capitalize on this opportunity in order to stay relevant and profitable in the changing landscape. Results shows you the biggest trends happening now so you can be heard above the noise, deliver meaningful value, and to build real brand loyalty to drive your pharmaceutical and healthcare marketing far into the future. This book is essential reading for developers, manufacturers, and marketers of pharmaceutical and healthcare companies as well as the agencies, partners, publishers, suppliers and other service providers that support them in their marketing efforts. Authors RJ Lewis, Scott Weintraub, Brad Sitler, Joanne McHugh, and Roger Zan each share key insights into the growing trends in healthcare that you need to understand in order to better market your products. Join them at the front line as they speak to over a dozen executives of global pharmaceutical manufacturing companies to hear the technology, regulation, and the ever-shifting marketing challenges they see in front of them that could spell big opportunities for your company. |
| content marketing for healthcare: Content Strategy at Work Margot Bloomstein, 2012-01-25 Content is king... and the new kingmaker... and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you're slogging through theory or buzzwords, there's no denying content strategy is coming of age. But what's in it for you? And if you're not a content strategist, why should you care? Because even if content strategy isn't your job, content's probably your problem—and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content... so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists. The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by gathering this book into your little hands and gobbling up never-before seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences. - Presents a content strategy framework and ways to implement in both in-house marketing departments and consultancies - Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands - Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects |
| content marketing for healthcare: Mastering Content Marketing , Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com |
| content marketing for healthcare: Talk Triggers Jay Baer, Daniel Lemin, 2018-10-02 Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says let me tell you about this perfectly adequate experience I had last night. The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation. |
| content marketing for healthcare: Dietary Supplements United States. Federal Trade Commission. Bureau of Consumer Protection, 1998 |
| content marketing for healthcare: In Search of Good Medicine Mark Shipley, 2014-08-01 |
| content marketing for healthcare: Content Marketing For Dummies Susan Gunelius, 2011-05-12 Get the whole picture and learn to create a successful online content marketing program Successful online marketing is about more than creating a Facebook page or writing a corporate blog. Brands need to build lasting connections with the right customers online through an effective online content marketing strategy, and this book shows you how. It explores ways to create a content marketing strategy, identify the content that will keep your customers coming back, create that content, distribute it online, and measure the results, with hands-on, step-by-step guidance. Content marketing is an essential element of successful online marketing and brand-building; this book shows you how to begin creating and distributing content online to market your business Explains why content marketing is important and how to create an online content marketing strategy, which tools to use, and what to avoid Shows how to create content and get it published online in long or short form Offers plenty of tips, case studies, and worksheets to ensure success Online content marketing positions your business and your product for lasting customer interaction; Content Marketing For Dummies gives you the tools to create a program that works. |
| content marketing for healthcare: Healthcare Marketing Leigh Cellucci, 2013 |
| content marketing for healthcare: Ask a Manager Alison Green, 2018-05-01 From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together |
| content marketing for healthcare: Longstreet Highroad Guide to the Vermont Mountains Rick Strimbeck, Nancy Bazilchuk, 1999-04-25 The indispensable guide to the best the Vermont mountains have to offer. |
| content marketing for healthcare: If Disney Ran Your Hospital Fred Lee, 2004 Using examples from his work with Disney and as a senior-level hospital executive, author Fred Lee challenges the assumptions that have defined customer service in healthcare. In this unique book, he focuses on the similarities between Disney and hospitals--both provide an experience, not just a service. It shows how hospitals can emulate the strategies that earn Disney the trust and loyalty of their guests and employees. The book explains why standard service excellence initiatives in healthcare have not led to high patient satisfaction and loyalty, and it provides 9 1⁄2 principles that will help hospitals gain the competitive advantage that comes from being seen as the best by their own employees, consumers, and community. |
| content marketing for healthcare: Marketing for Therapists Jeri Davis, Michael Alexander Reykers Freeman, 1996-02-23 Marketing for Therapists is the first book of its kind to offer step-by-step guidance for creating effective and ethical marketing strategies that meet the challenges of today's rapidly changing behavioral healthcare environment. The expert contributors apply proven marketing concepts and techniques to the field of clinical practice and present nuts-and-bolts information in easy-to-understand language. |
| content marketing for healthcare: Digital Marketing in Healthcare Ercan ATAY, 2024-04-15 In writing this book, I aim to thoroughly explore the significance and applications of digital marketing within the healthcare industry and offer guidance to professionals in this field. Healthcare is a rapidly evolving and expanding sector, with digital marketing strategies becoming integral to its progress. This book seeks to provide a comprehensive overview of digital marketing in healthcare services, covering everything from fundamental principles to industry-specific strategies and practices, including artificial intelligence. Today, digital marketing is crucial for promoting and marketing healthcare services. With the rise in internet and social media usage, organizations and professionals in the healthcare sector have begun to utilize digital channels to reach their target audiences effectively. This book discusses various digital marketing tools and techniques, from website optimization to social media strategies, email marketing, and mobile marketing. It also sheds light on how artificial intelligence can influence marketing strategies and discusses future trends in digital marketing within the healthcare sector. Designed as a resource for anyone looking to develop innovative and effective digital marketing strategies in healthcare, this book provides valuable insights by supplementing theoretical knowledge with practical advice. If you are prepared to delve deeply into digital marketing in healthcare, this book is written for you. |
| content marketing for healthcare: Social Media in Healthcare Christina Beach Thielst, 2013 Companion Items (click here for access) The growth of social networking has been dramatic, and the applications are quickly finding their way into healthcare organizations. This expanded best-seller provides an overview of the social media tools healthcare organizations are using to connect, communicate, and collaborate with their patients, physicians, staff, vendors, media, and the community at large. It describes the major social media applications and reviews their benefits, uses, limitations, risks, and costs. It also provides tips for creating a social media strategy based on your organization's specific needs and resources. Through real-world examples and up-to-date statistics on social media and healthcare, this book illustrates how social media can improve the efficiency, effectiveness, and marketing of your healthcare organization. A companion website includes examples from leading healthcare organizations that have made the commitment to social media part of their strategic plan. Examples discussed include: Using avatars that allow patients to virtually experience a medical procedure or navigate a hospital's ward Creating a blog to communicate performance improvement initiatives, community health events, information on patient support groups, and other news Applying microblogging technology to post nursing assessments to a patient's electronic health record Navigating the newest social media platforms as technology continues to grow, including Google+, Instagram, Pinterest, Foursquare, and mobile apps Establishing Facebook pages for specific diseases or conditions to build a community of patients facing similar challenges Highlighting centers of excellence by adding research, studies, and reports to appropriate wiki Using existing audio and video for podcasts and videocasts to reach a broader audience |
| content marketing for healthcare: Newsjacking David Meerman Scott, 2011-11-07 IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION. The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative. Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends. In Newsjacking, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news. Newsjacking will provide you with: Tools that you can use to monitor the news Case studies and examples that demonstrate how to strike at the right time Information on how to make your content available online for journalists to find The potential risks of newsjacking Keys to developing the real-time mindset required to succeed with the strategies presented in the book Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you. |
| content marketing for healthcare: The Digital Crown Ahava Leibtag, 2013-09-17 In 1997, Bill Gates famously said Content is king. Since then, the digital marketing world has been scrambling to fulfill this promise, as we finally shift our focus to what consumers really want from our brands: a conversation.The Digital Crown walks you through the essentials of crafting great content: the fundamentals of branding, messaging, business goal alignment, and creating portable, mobile content that is future-ready. Systems create freedom, and within this book you'll learn the seven critical rules to align your internal and external content processes, including putting your audience first, involving stakeholders early and often, and creating multidisciplinary content teams. Complete with case studies and experience drawn directly from global content projects, you are invited to observe the inner workings of successful content engagements. You'll learn how to juggle the demands of IT, design, and content teams, while acquiring all the practical tools you need to devise a roadmap for connecting and engaging with your customers. This is your next step on the journey to creating and managing winning content to engage your audience and keep them coming back for more. - Discover easy-to-follow, simple breakdowns of the major ideas behind engaging with your customer - Learn both the theoretical and practical applications of content and communication on-line - Maximize on the case studies and real-world examples, enabling you to find the best fit for your own business |
| content marketing for healthcare: Quotations from Chairman Mao Tse-Tung Mao Tse-Tung, Mao Zedong, 2013-04-16 Quotations from Chairman Mao Tse-Tung' is a volume of selected statements taken from the speeches and writings by Mao Mao Tse-Tung, published from 1964 to 1976. It was often printed in small editions that could be easily carried and that were bound in bright red covers, which led to its western moniker of the 'Little Red Book'. It is one of the most printed books in history, and will be of considerable value to those with an interest in Mao Tse-Tung and in the history of the Communist Party of China. The chapters of this book include: 'The Communist Party', 'Classes and Class Struggle', 'Socialism and Communism', 'The Correct Handling of Contradictions Among The People', 'War and Peace', 'Imperialism and All Reactionaries ad Paper Tigers', 'Dare to Struggle and Dare to Win', et cetera. We are republishing this antiquarian volume now complete with a new prefatory biography of Mao Tse-Tung. |
| content marketing for healthcare: Healthcare Marketing - Strategies for Creating Value in the Patient Experience (First Edition) Barbara Ross Wooldridge, Kerr Camp, 2018-03-30 Healthcare Marketing: Strategies for Creating Value in the Patient Experience provides students with the tools to effectively combine healthcare expertise with key marketing principles to positively affect patient satisfaction. The book features insights from practicing healthcare professionals, focused readings, and background on marketing insights deeply connected to the world of healthcare to help students adapt and thrive in a dynamic and ever-changing industry. The opening chapter of the text identifies the seven areas healthcare providers should examine to determine whether their products and services are providing value to patients. Later chapters address the healthcare paradigm shift, strategic healthcare marketing, how caregivers create value, patient-centricity, and ethics in healthcare marketing. Healthcare Marketing prepares students to enter a professional healthcare environment with the marketing and management expertise needed to support a positive patient experience. The book is an excellent resource for courses that focus on marketing for healthcare programs and services. Practicing healthcare professionals will also find the information valuable and timely. |
| content marketing for healthcare: Getting to Plan B John Mullins, Randy Komisar, 2009-09-08 You have a new venture in mind. And you've crafted a business plan so detailed it's a work of art. Don't get too attached to it. As John Mullins and Randy Komisar explain in Getting to Plan B, new businesses are fraught with uncertainty. To succeed, you must change the plan in real time as the inevitable challenges arise. In fact, studies show that entrepreneurs who stick slavishly to their Plan A stand a greater chance of failing-and that many successful businesses barely resemble their founders' original idea. The authors provide a rigorous process for stress testing your Plan A and determining how to alter it so your business makes money, solves customers' needs, and endures. You'll discover strategies for: -Identifying the leap-of-faith assumptions hidden in your plan -Testing those assumptions and unearthing why the plan might not work -Reconfiguring the five components of your business model-revenue model, gross margin model, operating model, working capital model, and investment model-to create a sounder Plan B. Filled with success stories and cautionary tales, this book offers real cases illustrating the authors' unique process. Whether your idea is for a start-up or a new business unit within your organization, Getting to Plan B contains the road map you need to reach success. |
| content marketing for healthcare: Everybody Writes Ann Handley, 2014-09-15 Finally a go-to guide to creating and publishing the kind of content that will make your business thrive. Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer. If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers. Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary? Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are. Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring. That means you've got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That's true whether you're writing a listicle or the words on a Slideshare deck or the words you're reading right here, right now... And so being able to communicate well in writing isn't just nice; it's necessity. And it's also the oft-overlooked cornerstone of nearly all our content marketing. In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results. These lessons and rules apply across all of your online assets — like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It's designed to be the go-to guide for anyone creating or publishing any kind of online content — whether you're a big brand or you're small and solo. Sections include: How to write better. (Or, for adult-onset writers: How to hate writing less.) Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.) Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too. Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege. Things Marketers Write: The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting. Content Tools: The sharpest tools you need to get the job done. Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world. |
| content marketing for healthcare: Social Monitoring for Public Health Michael J. Paul, Mark Dredze, 2017-08-31 Public health thrives on high-quality evidence, yet acquiring meaningful data on a population remains a central challenge of public health research and practice. Social monitoring, the analysis of social media and other user-generated web data, has brought advances in the way we leverage population data to understand health. Social media offers advantages over traditional data sources, including real-time data availability, ease of access, and reduced cost. Social media allows us to ask, and answer, questions we never thought possible. This book presents an overview of the progress on uses of social monitoring to study public health over the past decade. We explain available data sources, common methods, and survey research on social monitoring in a wide range of public health areas. Our examples come from topics such as disease surveillance, behavioral medicine, and mental health, among others. We explore the limitations and concerns of these methods. Our survey of this exciting new field of data-driven research lays out future research directions. |
| content marketing for healthcare: Redefining Health Care Michael E. Porter, Elizabeth Olmsted Teisberg, 2006-04-24 The U.S. health care system is in crisis. At stake are the quality of care for millions of Americans and the financial well-being of individuals and employers squeezed by skyrocketing premiums—not to mention the stability of state and federal government budgets. In Redefining Health Care, internationally renowned strategy expert Michael Porter and innovation expert Elizabeth Teisberg reveal the underlying—and largely overlooked—causes of the problem, and provide a powerful prescription for change. The authors argue that competition currently takes place at the wrong level—among health plans, networks, and hospitals—rather than where it matters most, in the diagnosis, treatment, and prevention of specific health conditions. Participants in the system accumulate bargaining power and shift costs in a zero-sum competition, rather than creating value for patients. Based on an exhaustive study of the U.S. health care system, Redefining Health Care lays out a breakthrough framework for redefining the way competition in health care delivery takes place—and unleashing stunning improvements in quality and efficiency. With specific recommendations for hospitals, doctors, health plans, employers, and policy makers, this book shows how to move health care toward positive-sum competition that delivers lasting benefits for all. |
| content marketing for healthcare: Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment Eric Greenberg, Alexander Kates, 2013-09-06 THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING The digital age is here—and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field. With the proven techniques of Strategic Digital Marketing, you’ll be able to: Plan, strategize, and implement a complete marketing campaign that best suits you and your company. Use social media like Facebook and Twitter to not only engage your target audience, but get real results. Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more. Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI). Reshape your management framework and redesign your company for digital-era growth, functionality, and success. These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habits of highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more. Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed. |
| content marketing for healthcare: Marketing Health Services Richard K. Thomas, 2020 This book explains the traditional and contemporary approaches that healthcare marketers rely on and that enable healthcare organizations to rise above current trends and turmoil to position themselves for the future healthcare environment-- |
| content marketing for healthcare: Social Media is a Cocktail Party , |
| content marketing for healthcare: Positioning: The Battle for Your Mind Al Ries, Jack Trout, 2001-01-03 The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a position in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there • Position a follower so that it can occupy a niche not claimed by the leader • Avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition's weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today. |
Healthcare Content Marketing - njadvancemedia.com
Effective content marketing programs require: • Knowing your patient or target audience • A commitment to providing quality content across multiple channels
eBook: Overcoming Healthcare Marketing Challenges
In this guide, you’ll learn how to build a successful marketing strategy to compete in the healthcare arena, grab the attention of prospective patients, and keep your current patients — …
Medicare Communications and Marketing Guidelines (MCMG)
Marketing is a subset of communications and includes activities and use of materials that are conducted by the Plan/Part D sponsor with the intent to draw a beneficiary's attention to a MA …
The impact of marketing strategies in healthcare systems
Through its specificity, healthcare marketing is an interdisciplinary field because it uses certain concepts, methods, and techniques specific both to classical and social marketing. The …
Digital Marketing Strategies in Healthcare and Medical
By employing various digital marketing strategies, healthcare providers can effectively reach patients with enticing offers and timely updates. This not only aids in building brand awareness
The 5 Annual State of Digital Marketing in Healthcare Report
Digital marketing continues to steadily grow in importance and sophistication in healthcare. This survey was designed to measure the effectiveness of digital marketing in healthcare, and to …
A study on formulation of Marketing Strategies to promote a …
Data-driven marketing allows healthcare providers to make informed decisions, allocate resources efficiently, and continually improve their marketing efforts based on real-time data and feedback.
Revolutionizing Healthcare: The Pivotal Role of Digital …
Digital marketing has played a pivotal role in transforming the traditional healthcare model into a more patient-centric and accessible system.
Telehealth Marketing Plan Development - caltrc.org
have a usable marketing plan ready to go in no time. Need some effective insights about promoting your telehealth program to current and prospective patients, or the community at …
The State of Healthcare Marketing 2022
To help healthcare marketers adapt to this unique post-pandemic landscape, the Cardinal Digital Marketing team conducted our annual survey to assess the current state of digital marketing in …
Healthcare Marketing Trends for 2022
helped us identify a number of healthcare marketing trends for 2022— which we’ve tamed into four key themes: Purpose, transparency, and trust are more critical than ever.
Impact and Challenges of Digital Marketing in Health Care …
potential of digital marketing in the healthcare sector, offering significant benefits such as enhanced patient engagement, satisfaction, and business growth.
Healthcare Content Marketing - njadvancemedia.com
The world of marketing and branding is evolving rapidly in the healthcare space. Nowhere is this more obvious than in how customers engage with a wide variety of content along a journey that …
A conceptual framework for integrating digital transformation …
The benefits of digital transformation in healthcare marketing extend to both healthcare organizations and patients. For healthcare organizations, embracing digital transformation can …
Evolving Trends in Content Consumption by Healthcare …
The context in which HCPs access content continues to evolve, driven by new digital capabilities and intensified by the COVID-19 pandemic’s impact on the global healthcare system. …
The State of Healthcare Marketing 2021 - Cardinal Digital …
We surveyed more than 110 healthcare marketers who manage the marketing functions at a wide range of healthcare organizations, including hospitals and health systems, specialty clinics, …
EFFECT OF DIGITAL MARKETING IN HOSPITALS: A …
Results: There is a need for digital methods of promoting, educating, and giving infor-mations of medical care services in order to expand a business.
How Healthcare Providers Are Using Video For Training
Healthcare providers are able to reap the benefits of video content by incorporating it into their current marketing strategy. It can be used for landing pages, social media, advertisements, …
State of Digital Marketing in Healthcare Report - Greystone.Net
This report shares the results of Wave 7 of the Annual Healthcare Digital Marketing Survey administered by Greystone.Net and Klein & Partners.
THE POWER OF SOCIAL MEDIA IN HEALTHCARE MARKETING
social media on healthcare marketing—a realm where the stakes are not only measured in brand visibility but, more critically, in the cultivation of trust and the formation of communities.
Healthcare Content Marketing - njadvancemedia.com
Effective content marketing programs require: • Knowing your patient or target audience • A commitment to providing quality content across multiple channels
eBook: Overcoming Healthcare Marketing Challenges
In this guide, you’ll learn how to build a successful marketing strategy to compete in the healthcare arena, grab the attention of prospective patients, and keep your current patients — …
Medicare Communications and Marketing Guidelines …
Marketing is a subset of communications and includes activities and use of materials that are conducted by the Plan/Part D sponsor with the intent to draw a beneficiary's attention to a MA …
The impact of marketing strategies in healthcare systems
Through its specificity, healthcare marketing is an interdisciplinary field because it uses certain concepts, methods, and techniques specific both to classical and social marketing. The …
Digital Marketing Strategies in Healthcare and Medical
By employing various digital marketing strategies, healthcare providers can effectively reach patients with enticing offers and timely updates. This not only aids in building brand awareness
The 5 Annual State of Digital Marketing in Healthcare Report
Digital marketing continues to steadily grow in importance and sophistication in healthcare. This survey was designed to measure the effectiveness of digital marketing in healthcare, and to …
A study on formulation of Marketing Strategies to promote a …
Data-driven marketing allows healthcare providers to make informed decisions, allocate resources efficiently, and continually improve their marketing efforts based on real-time data and feedback.
Revolutionizing Healthcare: The Pivotal Role of Digital …
Digital marketing has played a pivotal role in transforming the traditional healthcare model into a more patient-centric and accessible system.
Telehealth Marketing Plan Development - caltrc.org
have a usable marketing plan ready to go in no time. Need some effective insights about promoting your telehealth program to current and prospective patients, or the community at …
The State of Healthcare Marketing 2022
To help healthcare marketers adapt to this unique post-pandemic landscape, the Cardinal Digital Marketing team conducted our annual survey to assess the current state of digital marketing in …
Healthcare Marketing Trends for 2022
helped us identify a number of healthcare marketing trends for 2022— which we’ve tamed into four key themes: Purpose, transparency, and trust are more critical than ever.
Impact and Challenges of Digital Marketing in Health Care …
potential of digital marketing in the healthcare sector, offering significant benefits such as enhanced patient engagement, satisfaction, and business growth.
Healthcare Content Marketing - njadvancemedia.com
The world of marketing and branding is evolving rapidly in the healthcare space. Nowhere is this more obvious than in how customers engage with a wide variety of content along a journey that …
A conceptual framework for integrating digital transformation …
The benefits of digital transformation in healthcare marketing extend to both healthcare organizations and patients. For healthcare organizations, embracing digital transformation can …
Evolving Trends in Content Consumption by Healthcare …
The context in which HCPs access content continues to evolve, driven by new digital capabilities and intensified by the COVID-19 pandemic’s impact on the global healthcare system. …
The State of Healthcare Marketing 2021 - Cardinal Digital …
We surveyed more than 110 healthcare marketers who manage the marketing functions at a wide range of healthcare organizations, including hospitals and health systems, specialty clinics, …
EFFECT OF DIGITAL MARKETING IN HOSPITALS: A …
Results: There is a need for digital methods of promoting, educating, and giving infor-mations of medical care services in order to expand a business.
How Healthcare Providers Are Using Video For Training
Healthcare providers are able to reap the benefits of video content by incorporating it into their current marketing strategy. It can be used for landing pages, social media, advertisements, …
State of Digital Marketing in Healthcare Report
This report shares the results of Wave 7 of the Annual Healthcare Digital Marketing Survey administered by Greystone.Net and Klein & Partners.
THE POWER OF SOCIAL MEDIA IN HEALTHCARE MARKETING
social media on healthcare marketing—a realm where the stakes are not only measured in brand visibility but, more critically, in the cultivation of trust and the formation of communities.
