Healthcare Media Coverage Matters

Positive media coverage is a low cost strategy that has a big impact.

Positive media coverage is a low cost strategy that has a big impact.

Rosewood Centers for Eating Disorders wanted to increase its brand awareness and reestablish itself as an international eating disorder expert. Rosewood is a fully accredited and licensed inpatient behavioral health facility based in Wickenburg, Arizona. Its experienced multidisciplinary team provides comprehensive care for all stages of recovery from anorexia, bulimia, binge eating disorder, and co-occurring addictions and mood disorders for men, women, and adolescents. To accomplish its brand strategy goals, Rosewood partnered with Quaintise in June 2015 and focused part of its marketing strategy on increasing media coverage.

Positive media coverage offers great exposure for any business—including healthcare. It provides a big impact for little cost. Media coverage builds brand awareness and credibility because people tend to trust information that they read from various publications and websites. Media coverage can also help healthcare organizations improve search rankings, differentiate themselves from competitors, dispel common healthcare myths, and support new business growth such as a new service offering, location, or product. Continue reading

Three Tips to Build a Successful Emotion-based Healthcare Marketing Campaign

Arizona OB/GYN Affiliates brings the concept of hope to life in its direct-to-consumer multimedia marketing campaign.

Arizona OB/GYN Affiliates brings the concept of hope to life in its direct-to-consumer multimedia marketing campaign.

Healthcare affects everyone on a very personal and emotional level.It’s an industry centered on life and death. Patients and their loved ones are affected physically, mentally, and emotionally—whether its parents bringing their first child into the world, or a father hoping he’s healed enough to walk his daughter down the aisle at her wedding, or a family concerned about making their grandmother’s final days peaceful and painfree. Continue reading

Why Healthcare Brands Should Focus on Content Marketing

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People go to the Internet for information. Healthcare information is no exception. Seventy-two percent of Internet users reported looking online for health information, according to a September 2012 survey by the Pew Research Center. For the most part, people searched online for information about specific diseases or conditions, treatments or procedures, and doctors or other health professionals. The survey found that 77% of people began their search with a search engine like Google, Yahoo, or Bing.

There is a huge opportunity for healthcare organizations to increase their reach and strengthen brand awareness by offering valuable medical information to consumers. Not only will this content help meet the needs of target audiences but it will also help position the organization as a trusted source of healthcare information and services. So what exactly is content marketing? Content marketing is a vehicle to create and distribute valuable, relevant information to a clearly defined audience. Types of content marketing include blog posts, e-mail, newsletters, webinars, videos, and podcasts. Continue reading