What’s next in healthcare digital marketing?

This edition of Rhino Radio is a recap of the 2014 Greystone Healthcare Internet Conference presentation on "What's next in healthcare digital marketing?" 

A recent PwC study quote recently got me thinking: “As ‘patients’ behave more like ‘consumers,’ health care organizations need to deliver a higher level of personalized service, satisfaction and overall experience – or risk losing business to the competition.”

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The Missing Ingredient in B2B Marketing Is Not What You Think

In todays overcrowded and commoditized B2B marketplace, brands are finding it increasingly harder to break through the clutter and get their messages heard.  B2B brands are trying to edge each other out by pushing and pulling messaging out to rational business decision makers and speaking loudly about their business value. 

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Capture Your Audience’s Undivided Attention with Flow Theory

Have you ever been online researching a topic for work and then somehow 30 minutes fly by and you’re deep into a far-flung article, two or three times removed from the original topic? There is a scientific term for it: 

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Why Fear is the Wrong Emotion in Healthcare Marketing

Fear is a powerful motivator. But as Solis Women’s Health found out, it can also be a powerful demotivator.

Studies prove it: people are incapable of making decisions without a little burst of dopamine – the brain's emotional happy juice. Smart marketers know emotion is the key.

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Stand apart from today’s massive content glut with Addictive Experience

Gone are the Mad Men days of consumers dutifully eating up marketing messages served to them on a silver platter. Today’s consumer is in the driver’s seat. But the real challenge for marketers is how to navigate consumers in the right direction and willingly engage with their brand. 

This is especially difficult when the road is littered with distractions that, ironically, we created? In Don Draper’s day, the average consumer saw 500 ads a day. Today, that number is as high as 5,000 with no shortage of boilerplate info-graphics, whitepapers, blogs, videos and microsites vying for consumers’ attention. Couple that with a serious case of device ADD and complex B2B messages – it’s no wonder that today’s marketer has trouble making connections that translate into real business value. 

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