Ignite Digital Marketing Podcast | Healthcare Marketing Strategy & Tips | Alex Membrillo
Alex Membrillo
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Each week, the Ignite Digital Marketing Podcast digs into the digital strategies and tactics that help healthcare organizations accelerate growth. In 10-minute episodes, Cardinal’s digital marketing experts share the latest SEO, PPC, and paid social strategies, news, and tools that will help you build your digital presence and attract more patients.
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Sep 12, 2023
#90 - Building Trust and Brand Loyalty in Healthcare: Insights from Vicki Luttrell
Join us for an engaging episode of Ignite as we explore in-person events, AI-driven brand building, and the intricacies of healthcare marketing. Hosted by Cardinal CEO, Alex Membrillo, this episode features a special guest, Vicki Luttrell, a seasoned expert with over two decades of experience in communications and marketing. So tune in to discover the power of in-person connections and learn valuable insights on aligning your marketing, PR, and communications teams to craft a unified brand message that resonates with your target audience.
RELATED RESOURCES
AI in Action: How ChatGPT and Bard are Changing Healthcare SEO - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-chatgpt-and-bard-are-changing-healthcare-seo/
5 Patient Acquisition Marketing Strategies for 2023 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/patient-acquisition-marketing-strategies/
How Can Marketing Be Patient-Centric? - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-can-marketing-be-patient-centric/
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Aug 29, 2023
#89 - Overcoming SEO Challenges: Insights for Multi-Location Healthcare Organizations
This week on Ignite, our hosts, CEO Alex Membrillo and Director of SEO Jacquelyn Green, dive into the complex realm of SEO. The experts discuss common hurdles that confront multi-site healthcare organizations and hinder their ability to rank on Google. Tune in to hear valuable insights and practical recommendations that will empower you to overcome challenges, optimize your strategy, and drive remarkable results.
ADDITIONAL RESOURCES:
How to Optimize Your Healthcare Google Business Profile in 2023 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/optimize-google-business-profile/
7 Easy Healthcare SEO Optimizations to Improve Your Rankings -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/easy-healthcare-seo-optimizations-improve-rankings/
Healthcare SEO Guide + Fundamentals for Growth -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/seo-guide-fundamentals-for-growth/
Local SEO Ranking Factors for Healthcare -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/local-seo-ranking-factors-healthcare/
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Aug 15, 2023
#88 - Transforming Behavioral Health and Improve Patient Outcomes with Mark Potter of Mirah
Join us on Ignite as we dive into the world of behavioral health, the rise of value-based care (VBC) and practical strategies for implementing VBC in a competitive market. In this episode, Mark Potter, the CEO of Mirah, joins Cardinal CEO, Alex Membrillo, to share how Mirah is working to improve behavioral health outcomes. Discover the challenges faced by behavioral health providers, the need for better measurement-based care, and the benefits of tracking outcomes. The two industry experts divulge valuable insights on reaching patients and differentiating their services by leveraging outcomes data. Whether you lead a behavioral group or are intrigued by data-driven decision-making, you won’t want to miss this episode.
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Aug 1, 2023
#87 Future-Proof Your Marketing Strategy: Q3 Planning for Long-Term Success
Are you ready to take your business to the next level in the coming year? Don't wait until Q4 to start planning! Join us on Ignite as CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, dive into the crucial steps you need to take right now to ensure a successful future. The two will guide you through the process of analyzing your data, setting goals, and crafting a compelling story to secure the budget you need. Discover the latest technologies and strategies to track your progress, impress your C-suite, and achieve your desired outcomes. Don't miss out on this opportunity to get the most out of Q3!
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Jul 25, 2023
#86 - Dominate the SERP: How LSAs Are Transforming Healthcare Marketing
Are you a healthcare professional looking to enhance your online presence and engage with patients effectively? Discover the recent impact of Local Services Ads (LSAs) on the healthcare industry and unlock the potential of Google's new ad type with strategic insights. On this episode of Ignite, our hosts, CEO, Alex Membrillo, and Director of Paid Media, Evan Ilgenfritz, delve into understanding LSAs, their key differentiators from traditional Google Ads, and how they can help healthcare groups dominate more real estate on the Search Engine Results Page (SERP).
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Jul 18, 2023
#85 - Marketing's Role in Orthopedics with Haley Hodgkins of Triumph Orthopedic Partners
On this episode of Ignite, Cardinal CEO, Alex Membrillo is joined by Haley Hodgkins , VP of Growth at Triumph Orthopedic Partners, as she unveils her unique journey and strategies in the orthopedic industry. Discover the importance of relationship nurturing, direct-to-consumer marketing, and the power of Google reviews in boosting patient activation. Learn about the future trends in orthopedics, including the shift towards Ambulatory Surgical Centers and the rise of value-based care. Tune in for an insightful discussion on the intersection of healthcare and business, and gain valuable knowledge on managing and marketing an orthopedic group.
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Jul 12, 2023
#84 - Balancing Healthcare Marketing & HIPAA Compliance: Insights from Ray Mina of Freshpaint
In this episode of the Ignite Podcast, Ray Mina, Head of Marketing at Fresh Paint and Cardinal’s SVP of Strategy and Analytics, Rich Briddock, delve into the complexities of adhering to HIPAA compliance in the age of digital marketing. The two discuss the role and potential pitfalls of customer data platforms, the shift to server-side data handling, and Fresh Paint's solution to these challenges. The conversation also expands to discuss how industry giants like Facebook and Google balance performance with privacy and the integration of Fresh Paint into healthcare tracking infrastructure. Providing tentative solutions for businesses to continue their marketing efforts without compromising privacy, this episode is essential for marketing teams in the healthcare industry aiming to keep up with digital trends while adhering to HIPAA regulations.
Related Resources
Privacy First: Marketing Technologies That Prioritize HIPAA Compliance
How the FTC’s Recent Rulings Affect Healthcare Marketing
Why It’s So Hard To Get High-Quality Leads in a HIPAA World
ROI Tracking Demystified: How to Measure Performance in a HIPAA World
Check out Freshpaint
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Jul 4, 2023
#83 - Patient Prism: Revolutionizing Healthcare Through AI and Innovation, with Amol Nirgudkar
In the field of dentistry, as well as in the broader healthcare industry, providers encounter a common issue: a significant number of new patients or customers would call, but only about half of them would actually go ahead and schedule an appointment. This problem prompted Amol Nirgudkar, founder and CEO of Patient Prism, to develop a solution. Patient Prism is an AI platform designed to enhance patient interactions and customer service in the healthcare field. On this episode of Ignite, Amol joins Cardinal CEO, Alex Membrillo, for a conversation about the pivotal role automation technology plays in easing clinicians' workloads and increasing patient access to care.
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Jun 27, 2023
#82 - Healthcare Listing Platforms: Are They Worth the Cost?
Healthcare listing platforms have become an integral part of the patient acquisition strategy for many providers. From providing a centralized platform for patients to discover and connect with healthcare professionals to showcasing reviews, ratings, and other essential information, these platforms have transformed the way patients search for and select healthcare providers.
On this episode of Ignite as our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, we explore the realm of healthcare listing platforms, including the well-known names like ZocDoc, Healthgrades, Vitals, RateMDs, and more. The two unravel the role these platforms play in patient acquisition strategies, their evolutionary journey, the emergence of new pay-to-play models, and most importantly, whether they are truly worth the cost for healthcare providers.
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Jun 20, 2023
# 81 - Uncovering the Nuances of High Acuity and Low Acuity Healthcare Marketing
Dive into the world of high acuity marketing, for specialized services like cardiology, orthopedics, and plastic surgery, and discover how it differs from low acuity marketing, which targets areas such as dental care, urgent care, and veterinary services.
Join us on this episode of Ignite as our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone discuss high acuity and low acuity marketing in the healthcare industry. Gain valuable insights into the patient journey, effective advertising techniques, compelling value propositions, optimal marketing channels, and targeted approaches towards healthcare professionals. You’ll also learn the latest geo-targeting regulations that are reshaping the landscape of healthcare marketing.
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Jun 6, 2023
#80 - Unleashing the Power of Call Analytics in Healthcare with Charlie Winn, Chief Revenue Officer at Liine
Call analytics has become an indispensable tool in the healthcare industry and Liine is at the forefront of this revolution. On this episode of Ignite, our hosts, CEO, Alex Membrillo, SVP of Strategy and Analytics, Rich Briddock and Chief Revenue Officer at Liine, Charlie Winn, discuss the significance of call analytics for healthcare and share insights on how Liine helps providers optimize their operations, enhance the patient experience, and refine their marketing strategies.
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May 30, 2023
#79 - From Screen to Patient: CTV and OTT Advertising in the Healthcare Industry
In today's digital era, streaming services have become an integral part of our lives, offering hours of binge-worthy content right at our fingertips. With the rise in high-speed internet availability and the increased popularity of content consumption, the streaming wars have given birth to a groundbreaking marketing innovation: Connected TV (CTV) and Over-The-Top (OTT) advertising.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock dive into the world of CTV and OTT advertising and the role it plays in the healthcare industry. So, tune in to learn how to incorporate this channel into your media mix and about the part it plays in the healthcare patient journey.
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May 23, 2023
#78 - Patient-Centric Marketing: How to Define and Reach Your Ideal Audience
Even the most creative marketing campaigns can fail if it doesn't reach the intended audience. So, how do you ensure your brand shows up when patients seek care? On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock dig into best practices for defining your audience, common challenges healthcare groups face, and how to leverage machine learning.
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May 9, 2023
# 77 - Deep Dive into Behavioral Health Marketing: A Look At Industry Trends and Strategies Part 2
In honor of Mental Health Awareness Month, our Ignite hosts Lauren Leone, SVP of Healthcare Marketing, and Rich Briddock, SVP of Strategy and Analytics, dig into the latest marketing trends and best practices in behavioral health marketing.
The behavioral health industry is expansive and encompasses a wide range of services. From inpatient treatment to ABA therapy, Lauren and Rich discuss how marketing strategies and priorities shift across the service spectrum. So tune into the final episode of this two-part series, to learn how to engage with patients and drive more leads throughout the mental health marketing funnel.
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May 2, 2023
# 76 - Deep Dive into Behavioral Health Marketing: A Look At Industry Trends and Strategies Part 1
In honor of Mental Health Awareness Month, our Ignite hosts Lauren Leone, SVP of Healthcare Marketing, and Rich Briddock, SVP of Strategy and Analytics, dig into the latest marketing trends and best practices within the behavioral health industry.
In episode one of this two-part series, the behavioral health experts discuss everything from how the industry has evolved in recent years and what marketing strategies no longer work to the impact of recent FTC complaints and the importance of patient education.
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Apr 25, 2023
#75 - How to Keep the Marketing Engine Running with Paul Sparrow of Chief Outsider
On this episode of Ignite, Cardinal CEO Alex Membrillo, and Area Managing Partner & CMO at Chief Outsiders Paul Sparrow, go back to the basics and dissect the marketing engine. Too often, healthcare marketers jump directly into patient acquisition tactics without paying attention to the organization’s overall objectives. Join two marketing experts as they discus:
- The three phases to an effective growth plan
- How to keep marketing and business goals aligned
- The biggest mistake a marketer can make
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Apr 18, 2023
#74 - Building a Strong Brand: How Lynn Robbins is Guiding Traditions Health’s Marketing Strategy
With 30+ years of healthcare experience, Lynn Robbins, Vice President of Marketing at Traditions Health joins Cardinal CEO, Alex Membrillo, to share her insights into the world of home health, palliative care, and hospice marketing. From conducting market research to navigating staffing shortages, the two healthcare marketing experts cover it all. So, tune into this episode of Ignite to hear the latest trends and challenges within the industry and get an inside look into Traditions Health’s marketing strategy.
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Apr 11, 2023
#73 - How the FTC’s Recent Rulings Affect Healthcare Marketing
The world of healthcare marketing is changing. Recent FTC complaints against GoodRX and BetterHelp, have caused the government to refine guidelines around the type of information that healthcare companies are allowed to share with marketing technology providers. So, what does this mean for healthcare advertisers?
On this episode of Ignite, our hosts, Director of Marketing, Ashley Petrochenko and SVP of Strategy and Analytics, Rich Briddock, explore the specific information that’s now protected and how healthcare groups can still advertise to consumers while following these new regulations.
ADDITIONAL RESOURCES
Healthcare Marketing & HIPAA: What’s Changing? - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-hipaa/
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Apr 4, 2023
#72 - Insider Tips for Optimizing Your Healthcare Call Center with Michele Santagata
To provide a positive patient experience, healthcare organizations need to consider every aspect of the patient journey, including the call center. While digital marketing can attract potential patients, having a fully-optimized patient acquisition strategy means nothing if your call centers aren’t handling incoming leads appropriately. Join Cardinal’s CEO, Alex Membrillo and special guest Michele Santagata, owner of Santagata Consulting, as they discuss how healthcare groups can get more conversions and optimize their call centers.
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Mar 28, 2023
#71 - Building Your Analytics Platform in 2023: Essential Tools for Healthcare Marketers
Leveraging the power of analytics to your advantage empowers smarter campaigns and supercharges growth. However, increasing data restrictions, new technology platforms, and the complexity of multi-site healthcare marketing have made it more difficult than ever to gain insight into marketing and business performance.
On this episode of Ignite, our hosts, SVP of Strategy and Analytics, Rich Briddock and Associate Director of Analytics, Turner McCreight, dig into how they extract business intelligence for multi-site healthcare groups and share essential analytics tools to add to your tech stack in 2023.
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Mar 21, 2023
#70 - Maximize Your Practice Valuation: How to Build A Strong Foundation with Provident Healthcare Partners
If one of your goals is to sell your practice in the future, now is the time to start planning. To ensure the highest possible valuation and a smooth transaction, you must have a strong operational, fiscal, and digital foundation. On this episode of Ignite, Craig Sager and Steven Grassa of Provident Healthcare Partners join Cardinal’s Alex Membrillo and Lauren Leone to explore how to professionalize your business and build that foundation.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Mar 14, 2023
# 69 - Navigating the GA4 Migration: The Future of Healthcare Analytics
Healthcare organizations rely on accurate data to make strategic marketing decisions and gain a better understanding of the patient journey. With Google announcing the end of Universal Analytics in favor of Google Analytics 4, healthcare groups are encouraged to migrate to the newer platform ASAP, before the automatic switch on July 1, 2023. Though GA4’s capabilities are beneficial, data is only stored by default for 2 months. That’s why it’s important for healthcare groups to stay informed to ensure a seamless transition with no lost data.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock discuss:
- The benefits of Google Analytics 4 and the migration process
- What the healthcare industry can expect from reporting after migration
- How Cardinal can help provider groups efficiently navigate this transition
ADDITIONAL RESOURCES:
GA4 Migration: What Healthcare Needs to Know - https://www.cardinaldigitalmarketing.com/h…
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Mar 7, 2023
# 68 - ChatGPT and Bard: The Impact of AI Technology on Healthcare SEO
The popularity of ChatGPT has been widely recognized, leading Google to create Bard, their own version of the chatbot. Bard hasn't officially launched yet, but the new AI is expected to have a huge impact on the healthcare industry and search engine optimization. It's important to note that while AI technology is a helpful marketing tool, to provide the most valuable content to patients, human strategy should remain at the forefront.
On this episode of Ignite, our hosts CEO, Alex Mebrillo, Director of SEO, Jacquelyn Green and SEO Supervisor, Amber Ritchie discuss what Bard means for organic search, the impact AI has on healthcare, and what AI means for technical and content-driven SEO strategy.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Feb 28, 2023
# 67 - Don’t Turn Your Back on Existing Patients: How to Boost Revenue with Reactivation
Typically, healthcare marketers often stay hyper-focused on new patient acquisition. Unfortunately, this stance means that many groups leave money on the table by ignoring a much warmer audience— the existing patient.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, dive into best practices that will help you reactivate your existing customers and drive revenue at your healthcare practice
ADDITIONAL RESOURCES
How to Reactivate Patients and Drive New Revenue Streams at your Healthcare Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/reactivate-patients-and-drive-new-revenues-at-your-healthcare-practice/
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Feb 21, 2023
# 66 - Empowering Patients through Education: The Key to Successful Healthcare Marketing with Theresa Porcaro
Patient education plays a vital role in healthcare marketing. By creating educational, authentic content, healthcare providers can better engage patients and encourage them to take a more active role in their own care. This leads to more accurate diagnoses, better health outcomes, and improved patient satisfaction.
This week on Ignite, Cardinal’s CEO, Alex Membrillo is joined by special guest Theresa Porcaro, Marketing Director at Pelvic Rehabilitation Medicine. Join the two healthcare marketing experts as they explore patient education and best practices for incorporating it into your marketing strategy.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Feb 14, 2023
# 65 - Navigating the Healthcare Landscape: Mapping the Patient Journey
Patient journey maps are a powerful tool that can revolutionize healthcare marketing. By understanding the different stages and touchpoints of a patient's experience, healthcare marketers can gain valuable insights into the challenges and opportunities they face. This leads to higher patient engagement, better outcomes, and a more comprehensive marketing approach.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock explore the significance patient journey mapping has in healthcare marketing and walk through how to effectively map the patient journey.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Feb 7, 2023
#64 - Adapting to Google's Push Towards Automation: The Importance of Broad Match
Google is actively promoting the use of automation and AI in its advertising solutions. This shift is causing traditional "exact match" to become obsolete and the limitations of other keyword matching options are becoming increasingly apparent. To keep up with this change, advertisers are being pushed to use "broad match" type in their campaigns.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of Paid Media, Evan Ilgenfritz, discuss how Cardinal is approaching Google's shift to AI-powered solutions and share the results of our broad match campaigns.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.facebook.com/CardinalDigitalMarketing
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Jan 31, 2023
# 63 - AI and Mental Health: The Future of Care and Treatment featuring Chris Hemphill
AI technology is revolutionizing the way we approach mental health, including, increasing access to care, and improving patient outcomes. Join Cardinal’s CEO, Alex Membrillo and Sr. Director, Commercial Intelligence at Woebot Health, Chris Hemphill as they take an in-depth look at the current and future state of AI in mental healthcare and the impact it has on the healthcare industry as a whole.
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Jan 24, 2023
# 62 - Enhancing Lead Quality in Healthcare: The Google Ads Must-Do's
Not every lead is a good lead, especially in the healthcare vertical. Without robust lead quality control measures, incoming leads may end up not converting into booked appointments, which wastes time and money. To increase lead quality, lead-to-sale conversion rates, and revenue in a CRM-less world, healthcare marketers must take control of their Google Ads accounts.
On this episode of Ignite, our hosts, Cardinal CEO, Alex Membrillo, and Director of Paid Search, Alex Kemp, discuss tactical Google Ads strategies for improving lead quality.
ADDITIONAL RESOURCES
3 Ways to Improve Google Ads Lead Quality for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/improve-google-ads-lead-quality/
How to Improve Lead Quality for Healthcare Organizations -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/improve-healthcare-lead-quality/
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedI…
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Jan 17, 2023
#61 - Healthcare Marketing on TikTok: The Future of Patient Engagement
Healthcare consumer behavior is changing. Instead of going to a doctor, many turn to social media for help. According to a survey done by Charity RX, 1 in 5 Americans will consult TikTok for healthcare advice before their doctor. When it comes to sensitive health topics, people report feeling more comfortable seeking information virtually. To reach and engage this growing population, more healthcare providers are using TikTok as part of their marketing mix.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss the strategies and tactics that healthcare marketers can use to make the most of the TikTok, including:
- The role TikTok plays in healthcare marketing
- What medical specialties are most active on TikTok
- How healthcare organizations can get started on TikTok
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.c…
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Jan 10, 2023
# 60 - Balancing Volume & CPA Priorities: The Dangers of Focusing on One Goal
There are two common goals in healthcare marketing: increasing patient volume and decreasing cost per acquisition (CPA). As we enter the new year, it’s important for organizations to find a balance between the two when determining their marketing strategy. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss:
- The dangers of hyper-fixating on one goal
- How to find a healthy balance between goals
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Jan 3, 2023
# 59 - How to Reach Patients in 2023: Insights from Michele Hart, BostonSight
From print marketing to Google Ads and everything in between, Cardinal’s CEO, Alex Membrillo, and Director of Marketing and Communications at BostonSight, Michele Hart, cover all aspects of the marketing mix. Join the two healthcare marketing experts as they discuss: BostonSight’s marketing strategy for 2023, the impact a recessive economy has on the non-profit, tactics for reaching new providers and patients, and tips for a small budget.
ADDITIONAL RESOURCES:
7 Healthcare Marketing Trends for 2023 -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2023/
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Dec 20, 2022
Goodbye 2022, Hello 2023
With 2022 coming to an end, join Cardinal’s CEO, Alex Membrillo, as he reflects on this past year and prepares for 2023.
Ignite Healthcare Marketing Podcast will be back in January, and we have a lot of great content in store, including healthcare marketing trends, tactical media recommendations, and guest appearances from healthcare experts around the country. See you in 2023!
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Dec 13, 2022
# 58 - PPC & Google Ads in 2023: The Top Trends Your Healthcare Organization Needs to Know
With 2023 right around the corner, it’s time to consider the PPC & Google Ads trends that will have the biggest impact on search marketing and patient acquisition in the new year. The PPC ad landscape is changing as new channels and tools emerge. Advancements in AI and algorithmic have led to automated systems that can now deliver significant, never-before-seen capabilities to advertisers in the healthcare services space. While these newer systems provide a great deal of value, human oversight is still critical to ensure that leads actually turn into booked patients.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss the top PPC & Google Ads trends impacting the healthcare industry in 2023.
ADDITIONAL RESOURCES:
Healthcare PPC & Google Ads Marketing Trends in 2023 -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-ads-ppc-trends-2023/
7 Healthcare Marketing Trends f…
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Dec 6, 2022
# 57 - Top SEO Trends Every Healthcare Organization Needs to Know in 2023
As the end of the year approaches, now it is the time to investigate the search engine optimization (SEO) trends that will make impact healthcare marketing in 2023. Google is continually refining its ranking algorithm, which means healthcare marketers must stay informed of the latest trends if they want to build a dependable patient pipeline. Join Cardinal’s industry experts as we analyze where search is now and where it's headed in the new year.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Operations, Jacquelyn Green, discuss the top SEO trends impacting the healthcare industry in 2023.
ADDITIONAL RESOURCES:
Top Healthcare SEO Trends for 2023 -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-seo-trends-2023/
7 Healthcare Marketing Trends for 2023 -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2023/
Twitter https://twitter.com/CardinalDM…
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Nov 29, 2022
# 56 - Is SEO Worth It? How to Measure SEO’s Impact on Revenue
It's vital for healthcare groups to build an organic presence on the search engine results page (SERP) if they want to reach potential patients. To get on the first page, they need to invest in SEO. However, many organizations struggle with SEO because they don't see an immediate return on their investment. SEO takes time to gain top ranking positions. Because of this, SEO campaigns are often cut during times of economic uncertainty.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Operations, Jacquelyn Green, discuss:
- Why SEO is hard to track
- SEO roadmaps and how they measure impact
- KPIs to measure SEO success at each stage of the funnel
- How to tie SEO results to revenue
ADDITIONAL RESOURCES:
Your Blueprint for Measuring SEO Performance Across Multiple Locations -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-multi-location-seo-analytics/
Why You Should Insist on an SEO Roadmap [+Tem…
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Nov 15, 2022
# 55 - Robust Content: How to Improve SEO Rankings and the Patient Experience
Compared to other search optimizations, the expansion of thin content can make the biggest impact for healthcare providers. Not only does robust, in-depth content improve patient experiences, but it also makes Google happy—ultimately improving rankings.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Operations, Jacquelyn Green, share:
- Why healthcare groups need robust content and what that means
- How to expand pages beyond your service offering
- How robust content varies between healthcare specialties
- Examples of in-depth content for every step of the patient journey
ADDITIONAL RESOURCES:
SEO Ranking Factor – How Thin Content Hurts Site Ranking and the Patient Experience -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/seo-ranking-factor-thin-content/
Google’s Helpful Content Update & Impact on Healthcare -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-helpful-…
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Nov 8, 2022
# 54 - Do You Know What Your Patients Want? How to Create a Patient-centric Keyword Strategy
Keyword research is essential to any successful SEO campaign. To conduct effective keyword research and develop a strong keyword strategy, it’s vital that healthcare organizations have a deep understanding of their patients and how they search for information online. Understanding search intent can ensure that your content aligns with what patients are looking for.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Technical & Strategy, John McAlpin, discuss:
- Why keyword research is so important in the healthcare industry
- How search intent impacts keyword research
- How to segment keywords throughout the funnel
- How healthcare groups can identify keywords
- The best tools and platforms to use when conducting keyword research
ADDITIONAL RESOURCES:
Understanding User’s Search Intent for Better Keyword Strategy -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-to-use-search-intent-for-keyword-rese…
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Nov 1, 2022
# 53 - Brand Architecture: Which Strategy is Right for Your MSO?
When a new management services organization (MSO) is formed and consolidates healthcare groups or later acquires additional brands, it's crucial that they have a solid multi-brand strategy. The discussion between having a house of brands vs. one brand structure is prevalent throughout the healthcare industry. To choose the best strategy, it’s essential to understand each option.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss:
- The differences between a house of brands vs. a master brand structure
- How brand structure impacts your growth strategy
- A hybrid brand strategy and what it may look like
- How to find marketing efficiencies within each structure
ADDITIONAL RESOURCES:
MSO Brand Management: One House vs. House of Brands -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-strategies-branded-house-vs-house-of-brands/
DSO Marketing: Brande…
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Oct 25, 2022
# 52 - Google Helpful Content Update: How it Impacts Healthcare
Google’s latest “Helpful Content” update continues to prioritize user-centric content over articles written only for its algorithm. As a result, it has become increasingly important for healthcare organizations to have a robust full-funnel content strategy that answers patient questions at each stage of the patient journey while continuing to implement SEO best practices.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Technical & Strategy, John McAlpin, discuss:
- What the Google Helpful Content update is
- How the update differs from previous updates
- Who will be affected, and the impact it will have on them
- What “helpful content” looks like in the healthcare industry
- Best practices for creating a full-funnel content strategy
ADDITIONAL RESOURCES:
Google’s Helpful Content Update & Impact on Healthcare -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-helpful-content-update-impac…
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Oct 18, 2022
#51 - Get Ready For 2023: How to Plan Your Digital Marketing Goals
As Q4 begins, now is the time to evaluate your media performance and develop tangible goals to guide you in the new year. To create well-defined goals that guide your digital marketing strategy, it is important to understand why goal setting is important and what steps are needed to achieve them.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock discuss :
Creating goals and what the process should look like
- Where to start the process
- What good goals looks like
- How better goals can get you better results
- The importance of goal setting for healthcare organizations
ADDITIONAL RESOURCES:
Google Ads Goal Planning – Get Ready for 2023 -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-ads-goal-setting/
Healthcare Annual Planning: Time for a Digital Makeover? -
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/annual-healthcare-marketing-planning-20…
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Oct 11, 2022
#50 - Facebook Advertising In Healthcare: Is It Still Worth It?
The release of iOS 14 had a major impact on Facebook advertisers. The update removed data availability and made it harder to target and build audiences. However, despite changes to the platform and new restrictions, Facebook is still a valuable tool for healthcare marketing.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock discuss :
- How to use Facebook to reach healthcare audiences
- How to navigate new data restrictions
- When to start investing in Facebook
- How to get the most out of your efforts
- What a full-funnel strategy is and how to implement
- The best approach for building the right audiences
How to Engage Patients with a Full-Funnel Facebook Ads Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-facebook-ads-strategy/
Should Your Healthcare Organization Invest in Facebook Ads? - https://www.cardinaldigitalmarketing.com/healthcare-r…
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Oct 4, 2022
#49 - How to Stop Wasting Money on Google Ads
Due to current economic uncertainty, many healthcare groups have become more cautious with their budgets and are looking for ways to reduce ineffective marketing activities. By optimizing their PPC campaigns, healthcare organizations not only eliminate unnecessary spending but also improve campaign performance.
On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock and discuss :
- Best practices for maximizing the value of PPC ads
- How to offset rising conversion costs
- The importance of having great landing pages and ad copy
- How to find the perfect balance between the right user and the right keyword
- What to do in a worst case scenario (and how to avoid it)
- Common mistakes made that lead to unnecessary ad spend
ADDITIONAL RESOURCES:
6 Easy Google Ads Optimizations to Maximize Your Healthcare Budget - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-ads-optimizations-t…
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Sep 27, 2022
# 48 - How to Alleviate Staffing Shortages by Leveraging Marketing Technology
The healthcare industry continues to face ongoing labor shortages which is resulting in employee burnout, poor operational efficiency, and low capacity limits. In order to mitigate the impact of staffing shortages, it is important to understand how marketing technology can help improve operational efficiencies and prevent turnover.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, discuss:
- How to improve the patient experience before, during, and after their appointment
- The role live chats and call centers can play in improving efficiency
- How marketing technology can reduce office staff burnout
- Ways to leverage marketing technology to educate patients
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Sep 20, 2022
# 47 - Healthcare Recruitment Strategies to Grow Your Provider Pipeline
Due to nationwide staffing shortages, the healthcare industry continues to struggle with provider recruitment. An organization's ability to attract and retain skilled physicians and healthcare workers impacts its growth and the patient experience. The first step in developing a solid talent pipeline is creating a strong outreach program.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, discuss:
- What you CAN and CANNOT do when acquiring clinicians
- How marketing can support the outreach team and bring in more applications
- Best practices for targeting potential applicants
- How to create an appealing careers webpage
- How to evaluate the success of your recruitment campaigns
ADDITIONAL RESOURCES:
5 Ways DSOs Can Build Better Relationships with Affiliates & Doctors-
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-dsos-can-build-better-relationships-with-affiliates/
How DSOs Can Build Better Pr…
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Sep 13, 2022
# 46 - Demand Capture vs Demand Generation: When to Make the Switch
To meet ambitious growth goals, healthcare groups need to invest in demand generation media strategies. But before healthcare groups can begin demand generation efforts, they must first have a strong demand capture strategy.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock discuss:
- The difference between between demand generation and demand capture
- When and where to start demand generation efforts
- How to generate demand in the healthcare space
- Why demand generation is essential for growth
- Why you still need to focus on demand generation, even during economic slowdowns
ADDITIONAL RESOURCES:
Performance Branding for Healthcare: A Breakthrough Strategy to Increase Patient Volume - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-performance-branding/
How to Engage Patients with a Full-Funnel Facebook Ads Strategy-
https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/…
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Sep 6, 2022
# 45 - Healthcare Marketing Analytics: How to Track Growth
When a multi-location healthcare group is trying to grow, having an effective marketing analytics framework is essential. How can organizations with ambitious growth goals set themself up for good reporting?
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock, dive into the marketing analytics and reporting best practices for multi-location healthcare organizations that are trying to grow.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 30, 2022
# 44 - How to Navigate Budget Cuts and Economic Uncertainty
No matter the economic climate, there is value in understanding potential economic pressures and market challenges, as well as having a plan in place to overcome them. How can healthcare marketers create a business strategy that will maximize their budget and keep them aligned with leadership?
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, provide insight on where to focus, where to cut budgets and how to protect the patient pipeline.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 23, 2022
# 43 - Scaling MSOs Post-Acquisition: How to Build A Repeatable Marketing Strategy
When bringing a new MSO online, private equity groups and their partners need a repeatable marketing strategy that they can easily scale across acquisitions. Proper planning at this stage ensures that they’ll have a digital marketing foundation that can grow with them and allow them to maximize efficiencies.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, break down our playbook for building a digital marketing foundation that effectively scales MSOs post-acquisition.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 16, 2022
# 42 - De Novo Marketing Strategy to Maximize Profitability on Day One
As your healthcare group expands, you need de novo offices to be profitable from day one. This means it is imperative to have an effective marketing strategy before your new office opens. But where do you start?
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, discuss how to develop a de novo marketing strategy that will help your multi-location healthcare group establish a digital presence, attract-high quality traffic, and maximize profitably on day one.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 9, 2022
#41 - Your First 90 Days: What Healthcare Marketing Leaders Need to Know
The first 90 days are pivotal to all new healthcare chief marketing officers (CMOs). How can you ensure that you’re in alignment with your executive team and meeting expectations?
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, breakdown what the first 90 days as CMO of a healthcare organization should look like and what are the top priorities to focus on during that time.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/
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Mar 29, 2022
BONUS: Evolving Our Agency With You In Mind
We’ve been MIA, but that’s because we are evolving! Our mission is to help healthcare organizations reach and engage new patients, so they can get the care they need. With this in mind, our main focus has been developing a new website, creating new content for high-growth healthcare organizations, and expanding our service offerings.
We’ll be back in 2 months, ready to share more healthcare marketing tips, best practices, and strategies to optimize your digital marketing performance.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Dec 13, 2021
#40 - The Marriage Between AI and Digital Advertising
In the past five years, there has been tremendous growth in the world of digital advertising. Machine learning and algorithms continuously improve to help digital advertisers reach and engage the right audience. The key is finding the perfect balance between artificial intelligence and marketers’ ingenuity. They each have their unique strengths and role in developing effective digital advertising campaigns.
Our hosts, SVP of Healthcare Marketing, Lauren Leone, Director of Paid Media, Nicholas Van Winkle, and Director of PPC, Alex Kemp discuss how far digital advertising has come, tips on how to improve your digital advertising strategy, how to use first-party data in a HIPAA compliant way, and how to distinguish when to use AI versus a marketer. Find out on this episode of Ignite!
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Dec 6, 2021
#39 Your Top SEO Questions, Answered
Have you found yourself stuck with an SEO problem and have no one to turn to? Well, you’re not alone! We asked healthcare marketers far and wide if they had one question about SEO, what would it be? We then gathered those questions and posed them to Cardinal’s SEO experts in this episode of Ignite!
Join our hosts, CEO Alex Membrillo, Director of SEO, John McAlpin, and Assistant Director of SEO, Jacquelyn Green, as they discuss: multi-location SEO best practices, optimizing your Google My Business listings, how websites and SEO go hand-in-hand, and overall SEO strategy. Hear how you can grow your healthcare organization through SEO and drive more business to your website.
Twitter https://twitter.com/CardinalDM
Facebook https://www.facebook.com/CardinalDigitalMarketing
LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Nov 29, 2021
#38 How to Create Ads That Don’t Suck
If you are a digital advertiser, you know how important ad creative is to the performance of your campaigns. When managing your ad creative you must juggle different headlines, images, text, and CTA options for different placements, across different devices.
But great ad creative doesn’t start there. It starts by understanding the patient journey, their motivations and challenges, and providing real value through your offering.
Our host, SVP of Performance Marketing, Rich Briddock, says that the best way to get a patient to convert through your ad creative and messaging is to get rid of barriers and hurdles while conveying the value of your healthcare organization.
Tune into this episode of Ignite to learn how to develop ad creative that converts, the technologies you should use to deliver the best ads to your users, and examples you can pull from to improve ad creative at your healthcare organization.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/Ca…
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Nov 16, 2021
#37 - 5 Keys to Effective Paid Search Strategies That Generate More Patients
Healthcare organizations need to move their paid search campaigns from an efficiency-based optimization strategy to an effectiveness-based optimization strategy.
Why? Because more healthcare marketers are realizing that low cost per lead isn’t always a good thing. It could result in low-quality leads. High quality leads that actually become patients are more important than efficiency.
This episode lays out how to develop an effectiveness-based optimization strategy that leverages the power of artificial intelligence (AI) and lets humans do what they do best.
You'll discover the 5 components of successful paid search strategies; account structure necessary to use smart bidding strategies, including when it makes sense to consolidate; how to wrap new acquisitions into your paid media strategy; how operational needs impact the budget and bid strategies; and finally, how to improve lead quality, how healthcare organizations can choose the best strategy, and why your keyword strategy i…
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Nov 8, 2021
#36 - HIPAA Compliant Marketing with First Party Data
What if cookies go away? With iOS updates, platform changes, and privacy concerns plaguing advertisers; healthcare marketers must seek alternate tactics to collect data. That’s where first party data comes in.
First party data is information collected directly from the healthcare consumer. With care and an eye on HIPAA compliance, healthcare marketers can use this data to better understand their consumers’ behavior, demographics, interests, interactions, and more.
Our hosts, CEO, Alex Membrillo and SVP of Performance Marketing, Rich Briddock, discuss how to capture first party data while adhering to HIPAA compliance and the technology and processes needed to capture this data. They also discuss how healthcare marketers can use first party data to ramp up their digital advertising strategies.
Want to capture more patients by appealing directly to their needs? Tune in to this episode of Ignite!
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Nov 1, 2021
# 35 - How to Balance UX & SEO in Website Design
It’s no secret, there is an ongoing battle between SEO and website user experience (UX), as each discipline considers their own priorities when it comes to web design. After all, you want your site to be full of content and keywords to help search engines find you, but you also want your site to be easy to navigate and to convert visitors to patients.
Is there a happy medium? Is there a way to balance these two marketing disciplines? The answer is YES. Our hosts, CEO, Alex Membrillo, SVP of Performance Marketing, Rich Briddock, and Director of SEO, John McAlpin discuss how UX and SEO marketers can work together to create compelling websites that rank highly in Google and drive more conversions.
Wondering how SEO and CRO can work together to improve your website as a whole? Tune in to this episode of Ignite!
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/myc…
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Oct 25, 2021
# 34 - How Top-Performing Websites Drive Conversions
Want more conversions from your website? You might have implemented some of the best practices like fast page speed, a clear path for visitors, and a mobile experience. But for top-converting websites, these best practices only scratch the surface. For a deeper dive, join our hosts, CEO, Alex Membrillo, and SVP of Performance Marketing, Rich Briddock, on this episode of Ignite. You’ll learn more about why authority and credibility matter, simple changes that drive big results, and why mobile is essential; more now than ever before. With your healthcare consumer top of mind, these website changes will drive more conversions and create a better user experience at the
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Oct 18, 2021
# 33 - 6 SEO Principles That Make It Easy for Healthcare Consumers to Find You
Today’s healthcare consumers rely on search engines to find providers that can help improve their quality of life. And where are they looking to find these providers? The first page of Google.
It’s no secret - you need to be ranking highly on Google to make sure healthcare consumers can find you. But you also need to have a solid website that is built to support search engine optimization (SEO).
Wondering how you can do this? Join our experts, CEO, Alex Membrillo, and SEO Director, John McAlpin as they discuss the 6 principles to follow for creating your dream website, the best technologies to use for building your website with SEO in mind, and how UX can impact your website’s performance.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Oct 11, 2021
# 32 - How to Get Patients To Your Door - Developing Your Healthcare Offer
What do your patients care about? That is the first thing you need to think of when developing an offer for your healthcare organization. Once you’ve narrowed that down, you can then start building out your unique offering(s).
No doubt, you need to stand out above the rest. Not only do you have to provide an offer that your patients care about, but you need something to differentiate your organization. Why? To be compelling and to get patients thinking that you might be the best provider for their needs.
Join our hosts, CEO, Alex Membrillo, and SVP of Performance Marketing, Rich Briddock, on this episode of Ignite to hear their tips on how to create compelling healthcare offers.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Oct 4, 2021
# 31 - Top Healthcare Marketing Investments and Priorities for 2022
Can you believe the year is almost through? It’s true, and it’s time to start planning for 2022. Your competitors certainly are. As we look to 2022 and beyond, here are the digital marketing trends we’re keeping an eye on.
Our hosts, CEO, Alex Membrillo, SVP of Performance Marketing, Rich Briddock, and SVP of Healthcare Marketing, Lauren Leone, discuss what organizations are investing in to remain competitive, as well as the best marketing strategies for driving growth.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Sep 27, 2021
#30 - Top Challenges Healthcare Marketers Faced in 2021
Marketing for healthcare organizations and medical practices presents a set of challenges unlike any other industry. A thorough understanding of how to overcome these hurdles is required for success in healthcare marketing.
Tune in to our 30th episode of Ignite as our hosts, CEO, Alex Membrillo, SVP of Healthcare Marketing, Lauren Leone, and VP of Performance Marketing, Rich Briddock discuss: how the iOS14 update affected healthcare marketers and Facebook Ads; the hiccups high-growth healthcare organizations face while factoring in local-level needs; and why you should use healthcare marketing best practices to scale your business to new heights in 2022.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Sep 20, 2021
# 29 - Healthcare Marketing Trends Continuing in 2022
The end of 2021 is approaching quickly, and we are entering that time of year where healthcare organizations start planning Q1. What should healthcare marketers continue to implement in 2022, what marketing practices should they adopt, and what should they leave in 2021?
On this episode of Ignite, our hosts, CEO, Alex Membrillo, SVP Healthcare Marketing, Lauren Leone, and VP of Performance Marketing, Rich Briddock, take this time to reflect on the past 9 months and make predictions for 2022 that will help healthcare marketers prepare for what is to come.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Sep 13, 2021
# 28 - Personalization in Healthcare Marketing
Personalization is the key to creating lasting relationships with patients. And while many were slow to adopt this mindset, most healthcare providers now know what they must do.
Engaging today’s patients requires knowing and accommodating each patient’s communication preferences, personal needs, and healthcare-shopping habits. Providers who deliver personalized experiences are rewarded with more personal patient connections, longer relationships, and increased revenue.
Tune in to this episode of Ignite as our guests, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, discuss personalization best practices while keeping HIPAA compliance.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Sep 6, 2021
# 27 - SEO Best Practices for Merging Websites
How can a private equity firm get the most from a multi-location healthcare acquisition? Find and take advantage of efficiencies, restructure the website to support multiple locations, and do so while following SEO best practices.
In this episode, our hosts, CEO, Alex Membrillo, and SEO Director, John McAlpin, discuss why and when you should merge websites, how to develop a migration plan, and the best practices a high-growth healthcare organization can implement during their migration process.
BONUS: Tune in to hear John’s warnings about website migration.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 30, 2021
# 26 - How to Build The Perfect Healthcare Marketing Team
Structuring your marketing team is a huge undertaking. Marketing is an ever-changing industry, and as the industry changes, so do team structures and job roles. Depending on the size of your healthcare organization, it might make sense to keep certain roles in-house. Others might need to take some in-house marketing struggles and outsource them to an agency. But how do you decide what to keep in-house and what to outsource?
On this episode of Ignite, our hosts, CEO, Alex Membrillo and SVP of Healthcare Marketing, Lauren Leone, discuss how to structure the perfect marketing team for your organization, what capabilities should stay in-house, and how a marketing agency can be an extension of your in-house team.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 23, 2021
#25 - Top 3 Marketing Mistakes Healthcare Organizations Make
Too often, healthcare organizations waste time and money on the wrong digital marketing strategies. They focus on the wrong channels, use outdated best practices, neglect to test, or chase the latest hyped-up marketing strategy.
On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone dig into the top three mistakes healthcare marketers commonly make—over-segmenting their Google Ads account, investing too much in organic social, and halting their SEO investment—and how to avoid making them again.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 16, 2021
#24 - Building Patient Pipeline To Replace Referrals
The pandemic disrupted the hospital and doctor referral pipeline, and a once steady pipeline of referrals dried up. While referrals have resumed, the pandemic revealed the vulnerability of relying on one patient source.
In this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone discuss how defining your USP, diversifying your marketing strategy, and exploring other digital marketing channels can replace your referral pipeline so your healthcare organization will never be left in that situation again.
Don’t depend on doctor referrals as your only source of new patients. Building a diverse lead pipeline ensures that your medical organization has a firm foundation to weather market disruptions.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Aug 9, 2021
#23 - How to Create Transformative Patient Experiences
In fiercely competitive healthcare markets, your patient experience can differentiate you from other providers. Healthcare consumers expect the same level of convenience and service they find in other aspects of their lives. If it’s difficult to schedule an appointment, your website is outdated and cumbersome to use, or if your customer service lacks, they’ll go back to Google to find a provider that delivers the experience they demand.
In this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, discuss how healthcare providers can create exceptional experiences across the patient journey, in both digital and in-person interactions. They dig into the technologies that reduce friction, the types of educational content patients seek, and how to craft communications that connect with patients, build trust, and deepen relationships.
Those that commit to transforming their patient experience will achieve better patient outcomes, build a re…
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Aug 2, 2021
#22 - The CRO Process: How to Make it Easy for Patients to Convert
If you’re generating a steady flow of website traffic, but your lead volume is low, your website experience might be to blame. Healthcare consumers have high expectations and will quickly bounce if they don’t find what they need. If you want to improve your conversion rates and generate more leads, you should consider conversion rate optimization (CRO). By aligning your user’s goals with your website experience, you can remove barriers preventing them from taking action.
In this episode of Ignite, our hosts, CEO, Alex Memrbillo, and VP of Paid Media & Analytics, Rich Briddock discuss what the CRO process looks like and how to conduct tests. Then, they dig into the specific tactics healthcare organizations can use to make it as easy as possible for prospective patients to convert.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Jul 26, 2021
#21 - Build a Foundation for Better Marketing Measurement
As a healthcare marketer, how do you measure the effectiveness of a marketing campaign? In website traffic, clicks, or direct sales? While digital platforms make it easier to track engagement and conversions, determining marketing ROI can be difficult if you don’t have a plan. In this episode of Ignite, our hosts, CEO, Alex Membrillo, and VP of Analytics & Paid Media, Rich Briddock, discuss how to build a foundation for better marketing measurement through lead tracking on your website, and the technologies you can use to see what channels are driving the most patients.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Jul 19, 2021
# 20 - How Link Building Can Help You Claim Page One Ranking
Why does link building matter for your healthcare organization? You don’t just need patients to find you; you need Google to find you and source you as a credible, trustworthy, and authoritative site.
Our hosts, CEO, Alex Membrillo and SEO Director, John McAlpin, discuss specific strategies and tactics healthcare marketers can use to develop their link building portfolio, boost their rankings, and increase their visibility on Google.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Jul 12, 2021
# 19 - Why Being The Best Isn’t Enough: Finding Your USP
What is it that makes your healthcare organization stand out in a crowded digital atmosphere? Defining your unique selling proposition (USP) is the first step in determining what makes you different and why patients should choose to visit your practice. If you can't identify your USP, you'll have a hard time convincing patients to visit your practice instead of your competitors.
In this episode of Ignite, CEO, Alex Membrillo and SVP of Healthcare Marketing, Lauren Leone, discuss specific tactics healthcare marketers can use to define their USP and how it impacts their digital marketing strategy.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Jul 6, 2021
# 18 - AI and The Future of Digital Advertising
Google’s algorithmic strategists continuously refine their approach. They have thus given us Smart Bidding. Essentially, smart bidding uses artificial intelligence (AI) to supercharge your auction strategy - your ads will appear for interested and highly targeted users. Smart bidding is the future of digital advertising.
Listen to our hosts, Cardinal CEO, Alex Membrillo, and VP of Analytics & Paid Media, Rich Briddock, as they discuss the ins and outs of Google’s AI technology, and learn how you can refine your digital advertising approach to reach the patients who are seeking your care.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Jun 28, 2021
# 17 - How to Create a Marketing Agency RFP
Why are you sending a request for proposal (RFP) to a marketing agency? Your healthcare organization is probably looking for a quality partner to enhance your strategy and help you get patients the care they need. Listen to this episode of Ignite as our hosts, CEO, Alex Membrillo and SVP of Healthcare Marketing, Lauren Leone, discuss how to create a solid RFP, what research you should do before looking for a partner, how an agency can detect a genuine RFP, and how to find an amazing marketing agency who fits your needs.
Twitter
https://twitter.com/CardinalDM
Facebook
https://www.facebook.com/CardinalDigitalMarketing
LinkedIn
https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
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Jun 21, 2021
#16 - Google I/O - Conversational Search
Since Google began, they’ve had the goal of becoming more conversational in their search queries. Instead of forcing users to search with specific keywords, they want to make search more chat-friendly and easy to use.
At the Google I/O Developer Conference in May 2021, they released two new conversation technologies: LaMDA (Language Model for Dialogue Applications) and MUM ((Multitask Unified Model). They promise to change the way people search and improve search results for long-tail queries that Google hasn’t seen before.
CEO, Alex Membrillo, and SEO Director, John McAlpin, dig into these latest technologies, discuss why Google is pushing for conversational search, and share their thoughts on what the future of search looks like for healthcare marketers. The key for marketers is to not optimize for current algorithm technologies, but instead to optimize for where Google’s trying to go. Find out in this episode of Ignite.
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Jun 14, 2021
# 15 - Facebook Ads: Take Your Social Strategy to the Next Level
To help patients in the digital era, you need to be able to reach them online. One of the best ways to do so is through social media and, more specifically, Facebook. If you want to maximize your healthcare organization’s reach, build brand awareness, and nurture prospects until they’re ready to visit your office, then you need to consider Facebook advertising.
In this episode of Ignite, our hosts, CEO, Alex Membrillo and Director of Paid Social, Landon Daugherty discuss how to create effective Facebook Ad campaigns while maintaining HIPAA compliance, how to lower CPA using conversion driving campaigns, why brand awareness matters, and more. Enhance your healthcare organization’s Facebook Ad campaigns by giving this episode a listen!
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Jun 7, 2021
#14 - Top 3 Marketing Technologies Every Healthcare Organization Needs
For an industry that depends on the ability to reach people and provide care, healthcare still struggles to keep up with the latest digital marketing trends. Marketing technologies can help your healthcare organization elevate the patient experience and drive serious bottom-line results.
Cardinal Digital Marketing CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, discuss the best marketing technologies healthcare marketers should use to manage reviews, listings, call analytics, and more. See how having the right tools helps you improve your marketing performance and ROI.
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May 31, 2021
#13 - Back to Basics: Building Your Healthcare SEO Strategy
If healthcare organizations want to rank on the first page of Google, they need a solid SEO foundation. That means having a scalable, organized, and efficient website that supports your content strategy and a strong backlink portfolio that tells Google your website is reputable.
In this episode of Ignite, CEO, Alex Membrillo, and SEO Director, John McAlpin, first dig into the foundational components of effective SEO strategies and then go beyond the basics and discuss the emerging SEO strategies, such as semantic search, that will help you stay ahead of the competition.
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May 24, 2021
#12 - The Future of Telehealth: a Hybrid Approach
The COVID-19 pandemic has fundamentally changed the way people receive care, and an unprecedented number of providers and patients have tried telehealth. As we adjust to post-pandemic life, many are questioning telehealth’s staying power. Will consumers continue to use virtual care?
In this episode of Ignite, CEO Alex Membrillo and SVP of Healthcare Marketing Lauren Leone discuss the future of telehealth and explore how virtual and in-person appointments work together to improve patient acquisition and retention. Get practical tips for communicating this new approach to patients and overcoming their objections.
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May 17, 2021
#11 - Introduction to CRO: How Understanding Human Behavior Can Improve Conversion Rates
Conversion rate optimization (CRO) is more than just design or analytics. It's about understanding human behavior centered around motivation. As a healthcare marketer, you want to make it easy for a user to convert into a patient. By creating ads, landing pages, and content that appeals to people’s aspirations, you’ll be able to persuade them to take the actions you want. They’ll feel understood and their bodies will release dopamine, generating feelings of reward, and suppress cortisol, eliminating feelings of stress. These kinds of behavioral insights form the foundation of effective CRO strategies. CEO, Alex Membrillo and VP of Paid Media & Analytics, Rich Briddock discuss how understanding human behavior can help you optimize conversion rates at your healthcare organization and increase patient acquisition.
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May 10, 2021
#10 - Call Analytics: Listen to Your Patients to Improve Conversions
In the healthcare industry, inbound phone calls have always played a significant role in the patient’s journey. By tracking calls with a dynamic solution such as CallRail, you can not only improve your practice operationally, but you can also use data synced to Google Ads and Google Analytics to optimize your ad campaigns in real-time. In this episode of Ignite, SVP of Healthcare Marketing, Lauren Leone, and CEO, Alex Membrillo discuss how healthcare marketers can use call analytics to get better marketing results, improve their business, and what to look for once they implement it.
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May 3, 2021
# 9 - How Consumer Search Behavior is Evolving
As search algorithms have become more sophisticated and able to provide better results, user behavior has evolved. Instead of searching with fragmented keywords, longer, more conversational queries are now the norm. Google trends analysts note that about 15% of daily searches have never been searched before.
CEO, Alex Membrillo and SEO Director, John McAlpin, discuss how user behavior and semantic search have evolved over this past year and how the pandemic has fueled more changes. If you want to increase visibility on Google, you need to understand what people are looking for, and then provide the right context and signals so search engines can deduce your content’s relevancy to the query.
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Apr 26, 2021
#8 - Why You Can’t Neglect Your Digital Reputation
Research shows that 60% of patients have decided against a healthcare provider based on negative online reviews. Your online reputation is too important to neglect. It influences patients’ perceptions of your brand and determines if they’ll choose your healthcare organization when conducting research online. SVP of Healthcare Marketing, Lauren Leone, and CEO, Alex Membrillo discuss the role online reviews play in the patient journey, how reviews impact local SEO, and the essential steps healthcare organizations need to take to build and protect their online reputation.
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Apr 19, 2021
# 7 - 2021 Google Ads Update: Say Goodbye to Broad Match Modifiers
In July, Google Ads will be rolling out a new update for its platform. They are taking away broad match modifiers and replacing them by expanding phrase match. By doing so, advertisers will be able to target a more-specific audience; their ads will match the intent a user is searching for. CEO, Alex Membrillo and VP of Paid Media & Analytics, Rich Briddock discuss the ins and outs of the Google Ads update and the reasons behind this new shift.
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Apr 13, 2021
#6 - The State of Healthcare Marketing in 2021
In the past year, the healthcare industry has experienced tremendous uncertainty and economic instability. Many questions remain on what the future of healthcare looks like and how marketers can connect with healthcare consumers. To help healthcare organizations navigate these challenging times, we conducted a survey with more than 100 healthcare marketers, executives, and providers on their top marketing priorities, challenges, and investments this year.
Cardinal Digital Marketing CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, dig into the State of Healthcare Marketing in 2021 survey results and discuss the digital marketing strategies that will help healthcare organizations bounce back in 2021.
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Apr 5, 2021
#5 - Google Plans Big Moves in 2021: Are You Ready?
Google has big things planned for 2021. Several updates that have been postponed due to the pandemic are finally making their debut. Cardinal’s Director of SEO, John McAlpin, reviews Google’s mobile-first indexing and ranking shift and the upcoming Core Web Vitals update. Both will impact healthcare organizations and you need to get your website ready if you want to maintain your rankings. John shares some tips on how to evaluate your current website and what you can do to mitigate the impact—and even get a ranking boost over your competitors.
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Mar 29, 2021
#4 - How To Dominate Google With PPC + SEO
Smart marketers know it’s not SEO versus PPC; you need both. Alex and Lauren discuss how these two foundational tactics work together to increase brand awareness and your visibility on search. They answer the top question people ask: Where do I start? And outline an approach that marketers can use to build their SEO and PPC foundation and prioritize their digital investments. Lastly, they share ways you can glean insights from your Google Ads campaigns to improve your SEO and content strategies.
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Mar 22, 2021
#3 - Are Your Facebook Ad Campaigns Ready for iOS14?
The battle that has been brewing between Apple and Facebook is coming to a head and marketers need to prepare their digital advertising campaigns. As Apple’s iOS operating system upgrades to version 14, it is introducing privacy policies that will affect how Facebook handles ads. Our Director of Paid Social, Landon Daugherty, reviews the changes and shares recommendations to mitigate any negative impact.
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Mar 15, 2021
#2 - The Rise of Digital in Healthcare Marketing
This episode of Ignite takes a look at the biggest changes that have occurred in healthcare marketing in the past year. Alex Membrillo and Lauren Leone, SVP of Healthcare Marketing, discuss how the pandemic has accelerated virtual care adoption, shifted marketing messaging, and pushed more healthcare organizations online as they try to recoup patient volume.
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Mar 10, 2021
#1 - Healthcare Marketing Insights from Cardinal’s Experts
Welcome to the new Ignite Digital Marketing Podcast. We’re bringing together Cardinal’s top healthcare marketing experts to share the high-level digital strategies and tactical advice that will help you reach more patients and grow your organization.
This week’s episode introduces our experts:
* Lauren Leone, SVP of Healthcare Marketing
* Rich Briddock, SVP of Media Strategy & Analytics
* John McAlpin, Director of SEO
* Landon Daugherty, Director of Paid Social
They reflect on the impact the pandemic has had on the healthcare industry, how patients—and marketing—have changed, and share some recommendations for 2021.
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Aug 7, 2020
How Amy Marshall, Director of Business Development at Ohio Health, details how digital & traditional marketing combined with boots on the ground has helped ignite growth in their partner network
Amy Marshall walks us through how the healthcare industry must pivot business to provide COVID services to increase revenue through trying times. The willingness to change your business model within healthcare marketing will help keep your business afloat.
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Jul 28, 2020
How Paul Gross, CMO of National Vision, used digital marketing to spread awareness and increase patient acquisition for their optical retail locations
Paul Gross walks us through how the evolution of optometry marketing through the years has moved more to digital marketing to increase sales for National Vision. Then, he explains how personalizing ads and tailoring content for specific posts in certain areas will make the biggest difference in marketing successfully.
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Jul 10, 2020
How Matt Kelly, Salesforce Health & Life Sciences Account Executive, is Helping Medical Practices Grow with Innovative Marketing Technology
Matt dives into everything from CRM to e-mail automation & advertising options that all live within the Salesforce ecosystem.
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May 12, 2020
How Kurt Lee Hurley, CMO of American Family Care, is growing his urgent care group by implementing multi-local marketing best practices.
From SEO to PPC and Review Generation, Kurt and I cover all of the quickest wins to help achieve growth in a multi-local group.
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Apr 22, 2020
How Cody Lee, Vice President at Summit Partners, is scaling healthcare groups with effective marketing tactics deployed quickly & effectively
Cody walks us through how you can get buy-in for your maketing campaigns and how to keep yourself sharp amidst the changing world of digital marketing. Finally, we delve into how you can work on your attribution solution (that ryhmed!) without any fancy tools.
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Mar 17, 2020
How Leslie Gibbs is growing Modern Vascular in a big way in her first 75 days by identifying gaps in lead generation
Leslie Gibbs is wasting no time in prioritizing technology & lead generation at Modern Vascular. Listen in to hear all the marketing tactics she is deploying!
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Mar 3, 2020
How Hernando Ruiz-Jimenez is growing New York Presbyterian Hospital by building a comprehensive technology infrastructure and layering on advanced marketing strategies
Hernando walks us through how he is growing NYP, one of the world’s premier medical institutions affiliated with the renowned medical schools of Columbia and Cornell, is a leader in medical education, groundbreaking research, and innovative, patient-centered clinical care.
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Jan 3, 2020
How Chryssa Rich, Director of Marketing for Primary Health Medical Group, is staying ahead of the new competition in her market
Chryssa walks us through the variety of marketing & branding strategies she uses to maitain PHMG's status as the top dog in town.
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