Healthcare marketing
Patient Search Journey: Problem to Solution
Google tells us that people looking for a healthcare solution usually start by Googling their problem. As they learn new terminology, they narrow their search. Then they begin to look for more information about solutions. Finally, having chosen a possible solution, they look for a place to get that solution. For example, a parent might…
Influencers and Inaccurate Information
A UK study checked out 9 popular influencers who shared information on weight loss. Each one had multiple social media platforms, 80,000 or more followers on at least one social media platform, and a regularly-posted weight loss blog. 8 out of 9 of these influencers were judged not credible by the researchers. What were the…
Health Information Online: Battling Sleep Myths
Sleep Health, the journal of the National Sleep Foundation, features a myth-busting article this month. A group of researchers from a number of institutions checked out 8,000 websites sharing information about sleep and identified 20 sleep myths which had two important things in common: lots of people believed those myths, and experts said they were…
Competing with Dr. Google
At least 72% of American adults use “Dr. Google” to self-diagnose. While most go on to call or visit their doctors, some 35% (according to a Pew Research survey) are happy with their online diagnosis and don’t bother to see a professional. Is this a problem? Other research has found that the information presented by…
Healthcare Marketing Forecasts
Google has a prediction for search marketing in general: Helpfulness will be the winner. “Today’s consumers expect more,” says Google. “They’ll ask increasingly detailed questions and expect brands to provide answers that are tailored just for them. Ultimately, it will be the brands that are deemed truly helpful that will rise above the competition.” At…
5 Great Healthcare Marketing Themes for 4th Quarter
Fourth quarter marketing usually centers around Christmas. That could be a mistake. Data from the Census Bureau shows that 4th quarter sales make up 25-28% of retail spending over the year. Pew Research found that some retailers rely more on holiday spending than others, but even the most present-oriented rarely see more than 30% of…