Be Inspired: 3 Ways to Originate the Content Your Patients Want

There’s an insatiable need for consistent, quality healthcare content, and with a vast universe of topics at your disposal, part of the challenge is knowing where to start, and how to be proactive in finding topics that strike a chord with patients. So, what’s the answer? Worthwhile content ideas aren’t as elusive as you may think! […]

The Art and Science of Lead Generation for B2B

Whether you are in healthcare marketing, or any business to business industry that needs sales leads, the process of lead generation can seem overwhelming. The good news is the cycle is basically the same, regardless of the industry you are in. But where do you start? Once you understand your customer’s journey, you can give prospects the tools they […]

Knight Marketing Begins a New Chapter

After more than 17 years in business, Knight Marketing is beginning a new chapter: it became part of a global marketing group, Imprezzio Media, on August 20, 2015 when it was acquired by the group’s Spokane, WA-based holding company, DaRK Capital.  The company employs approximately 200 people in locations through North America and Europe. The […]

Focus Groups—What Should It Cost?

Focus groups are easy: throw a handful of people in a room, ask them questions about your product, service or company, and voila!  Marketing insight.  Shouldn’t cost much at all, right?  You can certainly conduct focus groups that way, but only if you don’t really care about the validity of the research and don’t need […]

Healthcare Marketing to the Millennial Mindset

If you’re going to reach Millennials, you must be where they are: online. That’s no earth shattering surprise, but can you actually break through the online clutter and connect?  And as a healthcare marketer, should you even try to be reaching this group? Yes and yes. While they may not be the primary target for […]

Social Media—What Should It Cost?

According to the 2014 Social Media Marketing Industry Report released by socialmediaexaminer.com (a leading social media researcher and blog), 27 percent of businesses outsourced social media responsibilities last year. The report also highlighted the increasing effectiveness of social media in building customer loyalty, gaining market intelligence and driving sales in both the B2C and B2B sectors.  What it didn’t […]

Retail Healthcare: Strategizing Your Market Position

The “retailization” of healthcare, whereby medical services are marketed and provided much like a retail consumer product, has been a growing trend for several years. Now, the Affordable Care Act is in full swing and it looks like retail healthcare is here to stay, especially after the U.S. Supreme Court ruled on June 26 to […]

How to Successfully Sell in The Value-Based Healthcare World

The shift from volume-to-value based selling in B2B healthcare has had a profound affect on how we market. Gone are the days where we can just talk about features and benefits. Instead, we’ve got to show how a particular product or service provides real value. But what exactly does “value” mean in the healthcare world […]

The Move Toward Population Health Management Creates Greater Demand for Healthcare Marketing—Are you Ready?

While population health management is not yet in full swing, it is the direction in which healthcare reform is moving. Population health management is a quantum shift in the way we perceive and deliver healthcare. As marketers, we must be ready and willing to change how and what we communicate. And we’ll need to be […]

Could Marketing Medical Marijuana Be in Your Future? Here are Five Things You Should Know.

Medical marijuana is now legal in 23 states and the District of Columbia, and nine more states, including Florida, have legislation pending. Recreational pot is legal in Alaska, Colorado and Washington. If these trends continue, medical marijuana will soon be legal in more states than it is illegal. If you are a healthcare marketer, is […]