marketing case study healthcare

10 Inspiring Healthcare Marketing Case Studies Examples

November 3, 2022 - Gayatri Akella

According to a survey by Pew Research center , “56% of Internet users look online for information about a certain medical treatment or procedure”.

This statistic indicates that the internet has become the go-to source for individuals seeking answers to their health-related queries.

As the demand for medical information surges in the digital space, the role of effective healthcare marketing has never been more crucial. Moreover, strategic marketing facilitates the distribution of accurate health information, contributing to increased public health awareness and education. This helps cultivate a sense of community, connecting individuals with relevant healthcare resources and services, ultimately promoting a healthier and more informed society.

In this article, we will explore 10 compelling healthcare marketing case studies and discover the impactful practices that are shaping the marketing landscape.

1. What Is Marketing in Healthcare?

Marketing in healthcare involves reaching and connecting with a relevant target audience using online and offline channels. It includes increasing brand reputation and generating qualified leads using strategies like SEO, social media marketing, content marketing , email marketing, TV advertisements, flyers/brochures, and newspaper ads. Healthcare marketing helps you increase patient connections and nurture those relationships to form loyal patients. 

2. What Is a Healthcare Marketing Case Study?

A healthcare marketing case study is a detailed examination of a particular case that serves as a framework for evaluating and analysing marketing issues/challenges in real life. It focuses on measurable outcomes like increasing website traffic, visitors, conversions, sales, and profits. Case studies for healthcare marketing are based on evidence. They often begin with a question or challenge that requires an answer through detailed research and analysis. 

3. How to Use Case Studies in Healthcare Marketing? 

Case studies serve as powerful tools for healthcare marketers, offering real-world examples and actionable insights. Here are some key ways how you can effectively use case studies in your healthcare marketing strategy:

• Have a Dedicated Page

You can have an exclusive page on your website to showcase your healthcare marketing case studies. Whether you call it “our work” or “case studies”, – visitors should be able to find it easily. You can add the case study page on the sidebar, page header, or footer to ensure a rich user experience. Here are some case study pages for inspiration. Enabled , Siemens-Healthcare , and Avanade are examples of healthcare websites with an exclusive case study page.

• Videos from Case Studies

Videos are persuasive and engaging formats to engage your users compared to text case studies. If you have the budget, you can create videos of your case studies to communicate your value proposition. Below are the healthcare marketing examples that used videos to improve primary care and accessibility – Healthcare Marketing – Video Case Study , Clinical Case Study – Telehealth for Primary Care , and Healthcare .  

• Incorporate in Newsletters

To gain the attention of your prospects, you can incorporate healthcare marketing case studies in newsletters. Your target audience wants to look at how satisfied your customers are with the solution you have provided. By including case study examples in your newsletter – you can gain traction. Here is an example of a healthcare case study newsletter – Portentadesigns , Rasa , and Dealroom .

• Email Marketing

Using case studies in email marketing is one of the best tactics to convert prospects into potential clients, especially if you have an industry-segmented list. They are very effective when used in the lead nurturing workflows and re-engage the leads that have gone quite far in the funnel. For example, Smart Panda labs created a customised email marketing campaign using their case study that drove awareness for a new cancer treatment.

• Collaborate with Industry Publications

Partner with healthcare industry publications or journals to feature your case studies in articles or advertorials. This provides you with a platform to reach a highly targeted audience of healthcare professionals who are actively seeking insights and solutions. For instance, American Journal of Clinical and Medical Case Reports, Medical Journal of Australia are some healthcare publications that cater specifically to publishing healthcare articles or case studies.

• Webinars, Workshops, and Events

Host webinars or online workshops that dive deep into the details of your healthcare marketing case studies. These live events provide an interactive platform for you to present the challenges, solutions, and outcomes of your work. Invite industry experts or physicians to join as guest speakers to provide additional credibility and insights. Hospitals like, Massachusetts General Hospital and Royal Melbourne Hospital conduct regular webinars and events.

• Social Media Promotions

Invest in targeted social media advertising campaigns to promote your healthcare marketing case studies. Platforms like Facebook and LinkedIn offer advertising options that allow you to reach specific demographics, including healthcare professionals. You can also create visually appealing ad creatives that highlight the most compelling aspects of your case studies. Through interactive engagement content hospitals like UCSF Health and Sydney Children’s Hospital promote their expertise within the industry.

4. 10 Healthcare Marketing Case Study Examples

Now let’s dive into 10 inspiring healthcare marketing case study examples. These case studies highlight the power of effective healthcare marketing and the incredible results it can achieve.

1. Centura Health

Centura Health is a healthcare system in Colorado that connects individuals across Colorado with 6000+ physicians. With seamless information architecture and easy navigation, Centura health’s website stands out the best. It gives a convenient way to search by location, provider, and healthcare. Also, the easy navigation buttons and CTAs allow users to track and pay their bills in easy steps. The large and resizable font makes the website appealing and easy to read on devices of all sizes. 

2. Organ Donor Foundation

Organ Donor Foundation , one of the leading healthcare organisations in South Africa, came up with a marvellous idea to catch the attention of its target audience. As a part of this marketing campaign, they started delivering life-saving messaging in underground parking garages, which urges them to become organ donors. People listen to a static message created by the Organ Donor Foundation whenever they enter an underground parking garage. 

3. Banner Health

Banner Health is a nonprofit health system in the United States that operates 30 hospitals and dozens of health facilities in Arizona. The creative infographics used by Banner Health to promote awareness of health issues like – health myths, parenting, nutrition, and mental health have created a buzz in social media. These infographics are shareable on social media and resonate with audiences who may not be keen to read long-form content. 

4. Mayo Clinic

Mayo Clinic is a nonprofit American healthcare centre focused on integrated health, research, and education. The clinic serves communities by publishing informative content on health, diseases, treatments, and prevention. The Mayo Clinic blog features success stories of staff and patients, another excellent example of healthcare marketing case studies. This healthcare organisation helped seal its reputation as a trusted source of health information. 

5. NewYork Presbyterian Hospital  

NewYork-Presbyterian is a leading healthcare delivery system catered to provide the highest quality medical facilities. In digital marketing for healthcare, storytelling is one of the essential tactics that help promote valuable content for your audience. New York Presbyterian Hospital used this strategy to share the story of their patients. As a part of their marketing strategy, they created videos that showcased the life experiences of patients, doctors, and their staff. 

6. Arkansas Children’s Hospital 

Arkansas Children’s Hospital is a paediatric hospital solely dedicated to treating more than 7,00,000 children in the state. According to the American Automobile Association (AAA), teen drivers have a higher rate of fatal accidents, especially between Memorial Day and Labour Day. Arkansas Children’s Hospital created the #100deadliestdays campaign, which includes a downloadable parent-teen driving agreement, infographics, and fact sheets. Their marketing campaign promoted awareness of risks to teens using the #100deadliestdays social media campaign. 

7. Great Ormond Street Hospital

Great Ormond Street Hospital is one of the top children’s hospitals in the world for treating heart and brain problems. The content repurposed for digital signage by Great Ormond Street Hospital is another example of healthcare marketing. From providing live news to travel information and setting up digital notice boards – they leveraged the power of content to offer personalised marketing experience to their target audience. Digital signage is a highly adaptable marketing strategy that helps healthcare organisations to allow patients to feel more connected with your hospital. 

8. Carilion Clinic

The Carilion Clinic in Virgin’s Roanoke valley started a hashtag campaign #YesMamm to create awareness about breast cancer. As a part of the campaign, they created Q & As on Twitter, which drove significant traffic to their website. Thousands of women got inspired by this campaign and booked a screening appointment in some of their locations. This healthcare marketing case study is an excellent example of how one can use hashtags to drive success to any campaign. 

9. See Me Scotland

See Me is Scotland’s national program developed to tackle mental stigma and discrimination. They launched a campaign named “The Power of Okay,” which aimed to tackle stigma and discrimination against mental health. They created a series of videos conveying the importance of talking to each other, shown in cinema halls and theatres. Also, they provided their audience with educational resources to help them understand and combat mental stigma. 

10. Cleveland Clinic

Cleveland Clinic is a nonprofit healthcare centre that integrates clinical research and hospital care. Their essential health blog provides helpful content to its audience. Besides having a solid content strategy, they have a thought leadership marketing strategy that uses a podcast with the same title. The podcast episodes feature researchers and doctors from the organisation, establishing them as experts in their fields.

Incorporating case studies into your healthcare marketing strategy can drive remarkable results. As we have seen in the above case-studies, a well-developed and executed strategy can help you attract qualified leads, educate patients on services and preventive care, establish your healthcare institution as a reliable and credible source, and foster engagement for patient loyalty.

Now, let’s see how a digital marketing agency can help you enhance the success of healthcare initiatives and forge strong relationships with the patients.

5. How can a Digital Marketing Agency Help?

A digital marketing agency has the expertise, resources, and experience needed to create and execute effective marketing campaigns for healthcare businesses, all while ensuring compliance with industry regulations and best practices.

Growth Ganik is a full-stack digital marketing agency in Sydney, Australia. We have a team of experts who have the experience and resources to create and promote high-quality healthcare content. We skilfully manage complex technical aspects, such as gathering campaign insights and analytics.

We work with clients from leading brands and industries such as B2B SaaS, nonprofits, and more to develop profitable digital marketing solutions that are data-driven to support all kinds of business goals – from widening user bases and gaining more traction for online engagement to increasing conversion and helping businesses scale up.  For creative tailor-made digital solutions and sustainable growth insights, get in touch with us!

• What is healthcare marketing, and why is it important?

Healthcare marketing involves promoting healthcare services, facilities, or products. It’s crucial for raising awareness, attracting patients, and staying competitive in the healthcare industry.

• What are some of the digital marketing strategies healthcare providers use?

Digital marketing for healthcare can include strategies like SEO, social media, content marketing, and online advertising.

• How can healthcare organisations maintain patient privacy in their marketing efforts?

It is important to be aware and adhere to your country’s regulations regarding patient privacy. Some examples include, avoid sharing identifiable patient information without consent, use secure patient portals for online interactions, take consent for testimonials, use encrypted email services, etc.

• What are the 5 Ps of healthcare marketing?

The 5 Ps of healthcare marketing are – patient, process, place, price, and product. 

• How do you prepare for a marketing case study?

To prepare a marketing case study, you must choose a success story closely related to your patients, identify the key points, highlight the results, explore different designs, and publish the content.  

• What are case studies used for in healthcare marketing?

Healthcare marketing case studies are used as social proof or testimonials to persuade that the process or strategy can help solve a problem. 

• What are the 5 essential elements of a great case study?

The critical elements of the case study are – problem/challenge/issue, solution, testimonials stats and CTAs. 

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February 26, 2019

10 Healthcare Marketing Case Studies to Inspire Your Next Move

We often hear of brilliant marketing examples from many top industry players, but it’s not every day we hear of this coming from the healthcare sector. In this article, we feature 10 examples of powerful marketing in healthcare.

Insight: When it comes to digital marketing, many healthcare marketers consider themselves behind the curve. Data:  61% of healthcare survey respondents believe a strong digital and interactive strategy is crucial to building a brand.  ( The State of Digital Marketing in Healthcare ) Key Action Point: Take inspiration from these brilliant health marketing examples for your next marketing strategy.

1. Centura Health’s User-Centric Website

Centura Health’s website stands out best for its seamless information architecture and easy navigation. It has five primary links and a convenient way to search by provider, location, and healthcare, which is a plus for enhancing the user experience.

There are also easy navigation buttons to track their hospitals, pay bills online, and donate. The use of large and readable fonts also makes it easier for those with eyesight problems.  

2. Medical Realities 360-Degree Surgical Training Videos

As a medical training service, Medical Realities ’ use of technology and virtual reality to teach and educate students and health professionals on various healthcare topics instantly makes them a standout.

In this video, it features a surgical procedure from the patient’s perspective.  Using Facebook’s Oculus Rift, viewers can drag the video up to 360 degrees for an expansive view.  

3. Banner Health’s Creative Infographics

Banner Health’s creative use of infographics to promote awareness on issues like health myths and facts, parenting, nutrition, mental health has made them popular with digital marketing audiences.

Not only are infographics shareable throughout social media, they resonate with a wide audience who may not be as keen to read through long-form content.

4. The Mayo Clinic Blog

Featuring stories from the Mayo Clinic staff, patients, and their families, the Mayo Clinic blog aims to unite them as one big online community. Because Mayo Clinic sees patients from all over the world, it makes sense for them to fuel their online presence through the use of the blog. It has helped seal their reputation as a trusted resource in health information and patient care.

5.Patients’ Stories from New York Presbyterian Hospital 

In previous posts, we’ve highlighted the importance of storytelling in promoting the value you can offer to your audience. In healthcare, sharing moving stories of patients and their journey to health helps you connect with your audience in a meaningful way.

New York Presbyterian Hospital used this video marketing strategy to share the story of their patients. In these videos, showcasing the true life experiences and accounts of doctors and nurses makes it all the more moving.

6. Arkansas Children’s Hospital Campaign

The Arkansas Children’s hospital set out to promote awareness into the risk of death for children and teens in the period between Memorial Day and Labor Day. Using the hashtag #100DeadliestDays social media campaign, its shock factor made it shareable online and helped them share safety tips in various social channels.

7. Healthcare Podcast: 2 Docs Talk

In a time where everyone is almost always on the go, podcasts are an alternative platform to share ideas and promote healthy discussions. The 2 Docs Talk is created by two doctors from Texas, Kendall Britt and Amy Rogers.

Their 15-minute episodes talk about healthcare concerns and issues from hospital policies to helping consumers make informed decisions about their health.

8. Carilion Clinic’s Campaign

The Carilion Clinic of Virginia's Roanoke Valley started the “Yes, Mamm” campaign to promote breast cancer awareness.

Using the hashtag #YesMAMM , they answered breast cancer questions on Twitter, which drove significant traffic to their website and allowed women to book a screening appointment in any of their locations. The Yes MAMM Campaign is a great example of how powerful the right use of hashtags can be in driving the success of any campaign.

9. Dr. Howard Luk’s YouTube Channel

Dr. Howard Luks is a New York–based orthopaedic surgeon and sports medicine specialist who started his YouTube channel in 2011. His videos often answer questions like “ Why Does My Shoulder Snap or Pop? — which garnered over 60,000 views and got him thousands of subscribers.

Using video and YouTube as a platform has given him the avenue to reach a massive audience whilst promoting his practice and setting himself up as a visible leader in his area of expertise.

According to PwC, nearly one-quarter of consumers looking for health information on social media stop to watch health-related videos. As consumers continue to digest content on their spare time, video continues to be a powerful marketing strategy that can work its magic even in healthcare.

10. Dana-Farber Brigham & Women's Cancer Center’s “You Have Us” Video

The Dana-Farber Cancer Institute started their campaign with an inspiring slogan that says, “Right now you may have cancer. But what your cancer doesn’t know is — You Have Us.” They then released a series of powerful videos that highlighted their centre’s state-of-the-art facilities and their personal approach to treatment for their cancer patients.

Not only did sharing these videos on social media allow the centre to build credibility and earn the trust of their target audience, but it also made it easy for them to drive engagement and answer questions from prospects who were drawn to these videos.

Written by Ashton Bishop

Ashton Bishop is Australia’s Predatory Thinker — an expert in pinpointing how businesses can grow by outsmarting their competitors. His niche is in strategy, where he has spent the last 20 years working internationally on some of the world’s biggest brands. He’s a business owner and serial entrepreneur; challenging, sometimes even controversial; but always focused on what gets results.

Tagged: Marketing Strategy , Digital , Healthcare

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6 Healthcare Marketing Examples & Case Studies

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6 Top Healthcare Marketing Examples

These are some of the best healthcare marketing examples, case studies, and tips to be able to visually see why you should be doing a lot of the things we recommend in our blog posts.

Time to check out some.

These 6 examples of healthcare marketing are actual case studies taken from the years of collective experience with our clients here at Intrepy or my experiences and outcomes.

#1 Healthcare Marketing Examples: Website Design & Tips

An individual page for every major service & provider.

Here is an example in healthcare marketing of why it is critical to create an individual page for each individual condition or treatment you want to rank well for in organic search.

Healthcare websites that create a main services page list the services they offer and call it a day.

I can tell you for about 99.9% accuracy that you will never rank for service-specific keywords unless you create excellent, keyword rich, long-form content about each service.

Say we searched for a plastic surgeon in Atlanta that does breast augmentations.

A typical search for that would be “ breast augmentation near me .”

As you can see search positions 1, 3, and 8 , which happen to be the only practice-specific search results, are all service-specific pages.

These practices created in-depth healthcare content on a page entirely dedicated to breast augmentations not just adding it to a list on their services page.

Book Appointment & Chat Features

One of the sole purposes of healthcare marketing is getting a patient to book an appointment.

Once a patient has landed on the website you need to make sure you are not only providing them the information they need to convert but also make it extremely easy for them to book an appointment.

One of the best ways to skyrocket customer service, begin to build a relationship, and improve site conversions is by integrating chat functionality .

96% of patient complaints were related to none exam room factors, and the #1 complaint was communication.

Once you get a chat function set up on your website and have a front desk person task to manage the conversation the options are endless.

There are tons of conditional functionality that you can integrate such as specific intro questions based on what page they are visiting.

It can even serve as a great way to generate new email address collection by asking for an email if you are away to follow up later.

Integrate into your CRM and add those potential patients into a drip-email campaign if they don’t schedule.

Great Chat Options:

1.     Lasso (HIPAA)

2.     MedChat (HIPAA)

3.     Ngage Live Chat (HIPAA)

4.     Intercom (Non-HIPAA)

5.     Olark (Non-HIPAA)

Mobile Responsive Website

It has become essential in 2024 for your website to be built for mobile devices.

Mobile traffic owns about 50% of all website traffic now, and that is expected to continue to rise.

As of 2018, Google announced the rollout of mobile first indexing .

This means that the mobile version of your site is the priority that they index and serve in search.

Therefore, if your site is not responsive and built for mobile, it will become increasingly difficult for an effective healthcare marketing strategy.

#2 Healthcare Marketing Examples: Medical SEO

Here are some real-life examples of healthcare marketing when it comes to increasing your search engine optimization and rankings. There are also some amazing tips and case studies on why to implement and how.

Medical search engine optimization can be a complex and complicated landscape, so I am going to take you through some examples of a great local SEO strategy for a healthcare organization.

To get started, check this video out on how to rank treatment pages highly in search results.

Website structure is a critical aspect of search engine optimization.

It is the foundation for all of the other local SEO initiatives, so it is critical to not ignore it.

The basis of any excellent web page or post is a focus keyword .

This is the main keyword that you are trying to rank a page or post for.

However, if you structure things correctly you for rank for many more long tail keywords .

#1 Include Your Focus Keyword in Specific Places on the Page

There are a few critical places to make sure your keyword is included to ensure the highest level of ranking impact.

In the Title Tag of the Page – Close to the Front

This may seem like a given but just placing your focus keyword in a title tag is not near as effective as positioning it as close to the front as possible.

Place Keyword in URL & Keep URL Short

URL length plays a vital role in ranking a page.

A study of 1 million searches on Google showed that short URLs rank the best in search results.

Answer Your Page Topic In Totality

What I mean by this is to rank for a completive keyword Google rewards the best content.

The average length of the #1 organic search result is 2,416 words.

That shows how much Google values authoritative and complete content pieces.

They want to ensure the #1 slot fully answers that person’s medical search query.

This is one of the biggest focuses you need to add to your healthcare marketing strategy in 2024. Improve and lengthen content.

Let’s go back to that search results for “breast augmentation near me.”

If you recall the first search result is below.

Take a look at their page here .

See how in-depth on the top they go?

They answer close to every common question a female patient could have about breast surgery.

That is great content.

A great way to get ideas for questions people are searching for is a free tool called Answer the Public .

Type in your page focus keyword in this case “breast augmentation” and voila!

Items in darker green are higher volume searches to target first.

Content Marketing 

An active healthcare content marketing arm of your overall healthcare marketing approach is the perfect ongoing SEO you need after you perfect your on-site SEO.

Check this video out on what thin content is and why it is killing the SEO for your healthcare marketing strategy.

This is where the rubber meets the road for building long term digital marketing success and growing organic website traffic.

Just take a look at one of our clients since we took over and implemented an effective content marketing strategy.

They went from doing 3,109 page views in June of 2018 to over 7,467 page views in March of 2020!

That is a 140.17% increase in website traffic in 10 months!

Invest in Keyword Research

It is imperative when any healthcare marketing strategy for medical practices that you start content marketing planning with keyword research.

A few great places to start that are FREE are…

Trusty Google Suggest

This couldn’t be easier.

Go to Google and start typing in the keyword you are planning content for, and Google will spit out popular topical suggestions.

Make sure to include some of those long-tail keywords in your content.

Google My Business is a Top Local Ranking Factor

Most practices and hospitals are incredibly familiar with Google My Business (GMB) at this point.

If you are reading this and have not you need to go and claim or create your Google My Business for your medical practice right NOW.

Here are the step by step instructions to set up a Google My Business profile .

I will skip over that for now.

The biggest thing I want to focus on is making sure you complete your profile IN ENTIRETY .

Go under the info section and max out the relevant categories and fill out the rest of the areas.

info page google my business, and don’t forget to add pictures.

Pro Tip: For the business description make sure to mention your name, main focus keyword, and city in the first 150 words.

Reputation Management & Online Reviews

Reputation and reviews have quickly become one of the most important local ranking factors.

Why? Because reviews create a higher trust score with Google as well as they give relevance in search if you get reviews that contain your important focus keywords.

Check out the example screenshots below of two different searches:

• tennis elbow treatment near me
• skin cancer removal

As you can see in both in the bold text they both have a review on their Google My Business that mentions those terms.

These are the top ranking listings in their respective specialties locally for these search terms.

Where should you start to target new reviews? #1 Place to start is below….

• Google My Business

The best way to generate new reviews is by working them into your patient check out workflows via an email or SMS text message.

I recommend connecting with patients within 1-2 days of the patient visit so it is close to the point of service.

Often all you need to do is ask!

When polled 70% of patients said they would leave a review for a medical practice if they were asked.

If you are looking for a more automated approach look for an agency that provides reputation management for doctors service.

Below is an example of a peripheral nerve surgery client of ours, Tim Tollestrup, MD, of an email and SMS text message request to leave a review.

These campaigns have been widely successful by simply asking patients, close to point of care, to tell their story via a review on Google or Healthgrades, etc.

Luckily there are many affordable tools and options, and we recommend automating and involving text messages whenever possible.

Text messages make it easier on the patient and are a faster way of generating reviews. SMS messaging has a 98% open rate !

Citation Building for SEO

Building new directory listings for a healthcare practice is known as citation building.

Standard listings sites are Yelp, Foursquare, Google My Business, and more.

You want to focus on making sure the NAP (name, address, and phone) on your contact page gets added to as many local and national directories as possible.

This will help grow your ranking for your website as well as your GMB.

Some of these verifications will require a phone call to the practice to verify it is a working office with real people in it.

Start with the most recognizable pages as the backlink they create to your website is the most important.

Here is a massive list of 1,000+ local and niche citations by business category that will keep you busy for a while!

Or, if that looks exhausting (which it is, trust me) you can take the whole process off your hands with our physician listings management service.

Backlink Building

Backlinks are one of the major healthcare marketing trends for SEO growth.

What is a backlink?

Backlinks are links from external websites and relevant content that link to a piece of content or page on your website.

Why do backlinks matter?

Backlinks are critical because they give Google an “upvote” that someone else on the internet has seconded this content as a reliable source of information.

It’s like having someone vouch for your website.

This helps build trust in SERPs for that content, and ultimate is a significant deciding factor in how the page will rank.

Therefore, once you create an excellent piece of content as part of your healthcare marketing strategy, you need to focus on building high-quality backlinks back to that piece.

Here is a great example of a backlink we built for a large orthopedic practice that wanted to generate more SEO for a procedure that they focus on.

You can see the blue link in the middle for “total joint replacement in Tennessee” on this CuriousMindMagazine article that links back to the page about that particular topic.

CuriousMindMagazine has a high domain authority and generates millions of patient visitors per month!

#3 Healthcare Marketing Examples: Digital Advertising to Target New Patients

Here are some great examples in healthcare marketing of leveraging digital advertising and how to use it to reach new patients.

One of the top digital healthcare marketing strategies is leveraging paid advertising in the right way to reach highly targeted, local patients.

However, we see many practices blow through ad budgets with little to no ROI or even an effective way to know if the results were positive.

I have broken down a good rule of thumb for each of the popular digital advertising platforms and when to leverage them for your practice.

Paid Search Ads Examples in Healthcare Marketing

The two most popular SEM platforms for healthcare practices are Google Ads and Bing Ads .

What is fantastic about Google Ads is the level of search intent targeting you can do based on which keywords you are bidding on.

This will help determine how “purchase-ready” a potential patient may be.

A great example is an orthopedic practice that could bid on the term “knee replacement” which in theory is a great fit.

However, their budget could end up being spent on people looking to educate themselves on what a knee replacement is and not looking for a provider in their area to perform the procedure.

However, you could be better served bidding on “knee replacement surgeon Atlanta” which would highly correlate to a patient that is a very warm lead.

Google Ads and Bing Ads are great for practices looking to target specific keywords for procedures or surgeries that they make a considerable margin on and able to spend some funds to acquire high-dollar patients.

Here are a few more examples of search ads for a client of ours in the hormone space and the orthopedic space. We are leveraging search ads for their medical practices to amazing results.

You can check out their case studies here:

• Hormone Marketing Case Study
• Orthopedic Marketing Case Study

Social Media Advertising Examples in Healthcare Marketing

One of the top healthcare marketing trends in 2024 is leveraging social media advertising to promote and grow medical practices.

There are so many options and platforms to leverage how do you know which are best?

Now that Facebook owns Instagram we find a combo of the two platforms, depending on your target marketing, is ideal.

Here is an amazing case study and example of healthcare marketing leveraging social media ads for a client we were marketing COVID testing for back-to-school parents in Brooklyn, NY.

The most effective types of digital advertising campaigns on social media are retargeting or “offer-based” ads.

Retargeting ads are when you drive traffic to your website via organic or paid search methods and then retarget those people with ads on social media.

This is effective because these ads are not cold outreach because the potential patient has already been to your website in search of information and maybe not ready to book an appointment.

Here is a great retargeting ad example for orthopedic marketing for a client. We are serving these ads to patients who have visited their website or social media before.

This helps get potential patients over the edge to take the next step to booking an appointment.

#4 Healthcare Marketing Examples: Video Marketing

Video is the preferred method of how people consume information in 2024.

With a patient’s attention span now barely that of a goldfish around 8 seconds you need to capture and communicate quickly.

Video marketing is a highly effective healthcare marketing strategy to reach new patients.

The fantastic thing is creating a video does not have to be as expensive or daunting as most healthcare organizations think it is.

We have tons of practices creating highly engaging and compelling video content and reaching new patients.

Youtube is the second largest search engine behind Google and can be much easier to rank for highly competitive keywords over Google search.

Above is a video healthcare marketing example of a client that we got set up on Youtube to promote a new laser machine for skin resurfacing that they had purchased.

Invest in getting a high-quality intro and outro animated graphic that you can reuse on all your videos.

This will help add a touch of high quality to it without crushing your budget.

Learn Youtube SEO

Once you have your video templates and have a content calendar created go about producing 3-5 videos per month including your providers and demos.

Videos show up in search results now so they can be a quick and effective way to rank well in organic search for highly competitive healthcare marketing keywords.

Pro Tip: Get your videos transcribed and put them up on the website with your Youtube version embedded,

This will allow you to benefit from the blog post style SEO and the video SEO when people watch the Youtube video on your website.

Here are more Youtube SEO Tips to watch before posting any videos.

#5 Healthcare Marketing Examples: Social Media

I am going to skip what social media is and get to some examples in healthcare marketing and which platforms are the best to focus on.

I know 99.9999% of practices and hospitals reading this post understand at some level the power and reach social media carries.

The problem is answering “ is it really effective for healthcare marketing? ” and “ what platforms should I be on? ”

To answer the effectiveness question simply YES.

If done right social media is a highly effective way to reach new patients and create brand loyalty.

A great example is we have a medical spa client that was present on Facebook and Instagram when they approached us but severely underutilizing the platforms.

We revamped their strategy and focused on building engaged, local women that fit in their target demographic surrounding their 3 locations.

When we got started, their Instagram was two years old with around 200 followers.

Their Instagram was driving little to no real traffic to their website which is what is most important.

Generating leads via social media to the website or via messenger.

After 12 months of implementing a proactive and dynamic social media marketing strategy, they have grown to over 2,200 followers generating 100s of website visitors a month.

Check out the numbers below from Feb 2024 and the fantastic news is the followers by city graphic that shows the core of their followers are in the cities they have their locations in.

High quality, local traffic!

That is the power of social media. In just one isolated example.

What are the best social media platforms for healthcare practices?

There is value in each of the major platforms; however, we think there is a priority of platforms that are the best fit for medical practices.

Facebook and Instagram are the two most critical social media platforms to include in a healthcare marketing strategy.

We created a handy optimal posting time infographic for you to reference.

Pro Tip: I recommend posting on Facebook 3X per week and Instagram daily with up to 2-3 posts per day if possible.

#6 Healthcare Marketing Examples: Tracking & Analytics

Successfully tracking your healthcare marketing strategy implementation is critical. Here are a few examples of how to effectively track your healthcare marketing success.

Analytics and reporting should become a great healthcare marketer’s best friend.

Here is an example of the marketing growth dashboards that all of our partner clients get 24/7/365 access to.

As you can see it is easy to see all of your analytics and conversion tracking metrics right in one master dashboard.

It starts with making sure you are tracking your program effectively.

Also, make sure you are tracking your phone calls. Here is a healthcare marketing example of call tracking that we leverage for our clients.

If you do not have a dashboard or analytics tool, here are some of the most important free platforms to make sure you have what you need to get started.

We leverage these tools on a daily basis to grow our website and our client’s medical websites:

Google Search Console

This is a free tool provided by Google that allows you to track the search engine rankings of your medical practice website.

Not to mention it helps you catch errors that can pop up from time to time and cause search ranking issues on your website.

Google Analytics

This is a mainstay that every practice must have on their website.

To say it just tracks traffic to your website is a major disservice.

There is an extremely powerful analytics tool that can show you loads of valuable information about how patients behave on your website.

Google Tag Manager

A must for tracking not only Google Ads but many other tracking tools and software.

Facebook Pixel

Get it on your website. I have seen too many people go for years without embedding the Facebook pixel.

Then in walks a healthcare marketing agency and we are missing years of data that we could have leveraged to advertise and remarket to your patients.

Attribution is King

Attribution is powerful.

It shows you the journey that your patients are taking from the first conversion to what they are doing the rest of the time in the marketing funnel.

It is essential when we market for our clients because it allows us to show them not only what is driving the most leads, but ultimately what is converting patients into booked appointments.

Which is what really matters!

Wrapping Up Healthcare Marketing Examples

When putting together effective healthcare marketing strategies for your practice make sure to leverage the examples of healthcare marketing you read in this blog post.

The core components include a well-designed medical website, local SEO, digital advertising, physician liaison marketing, and social media.

Remember to focus on the quality of the content you are making and focus on delivering REAL value to your patients.

If you do that, all you need to focus on is hiring for help on the technical execution.

I hope you found these healthcare marketing examples and case studies a help and were able to glean some ideas to help improve your marketing strategy.

If you are struggling to get started feel free to reach out for a free consultation. We offer medical marketing services to healthcare organizations and practices.

Top Healthcare Marketing Posts:

10 best plastic surgery marketing strategies for cosmetic surgeons, best orthopedic websites 2024 examples & tips, digital marketing for doctors: 8 proven tips to book new patients.

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10 Inspiring Healthcare Marketing Case Studies to Learn From

12/04/24         Author: Florencia Corazza         10 min reading Marketing Strategy

Table of Contents

Healthcare companies are always on the hunt for new, and better ways to market themselves. Besides the ever-growing competence, they have to face many challenges unique to their field, like widespread misinformation, strict data regulations, and untrusting patients. However, healthcare marketing case studies show that there are effective ways of sorting through those issues.

But case studies are more than a valuable source of inspiration: they work as a framework you can use to evaluate your own marketing techniques, and target upcoming challenges in real life. To help you achieve that, I’ll analyze the best marketing case study examples, showing you new ways to connect with your patients and market your brand online.

1. MEDvector – Whiteboard Explainer Video

Any growing company gets to the point where it needs external funding to expand. However, healthcare businesses have the added extra trouble of being in a highly complex field where explaining novel ideas is not easy. Showing why your product or service is worth investing in can be particularly hard when you also need to explain intricate biological processes to a non-expert audience.

Nevertheless, MEDvector was able to sort out these difficulties by coming up with a million-dollar whiteboard video . This type of animated explainer video uses animation and video storytelling to keep the viewers’ attention, while attractive yet simple illustrations visually break down the value of a product in a certain context. 

By taking advantage of that, MEDvector constructed a compelling narrative that made their product more appealing to possible investors. This helped them gain 3.5 million dollars in funding from more than 500 investors , making it one of the best marketing case study examples to keep in sight if you’re looking for some external funding.

2. Carilion Clinic – Social Media Marketing

To promote breast cancer awareness, Carilion Clinic of Virginia’s Roanoke Valley started sharing advice on X using the hashtag #YESMAMM Campaign. While doing so, they encouraged their followers to post their questions regarding this illness online, which the hospital later answered.

When it comes to breast cancer, early detection is crucial, and Carilion Clinic’s campaign focused on bringing awareness to that fact. They urged women to make an appointment at the clinic’s screening locations, increasing organic website traffic and conversions.

What’s more, their hashtag is still being used today as a synonym for breast cancer awareness online, which gained Carilion Clinic an incredible amount of positive exposure and brand awareness. All of this makes their #YESMAMM Campaign one of the best healthcare marketing case studies of social media campaigns.

3. ARSA – Increase Traffic with a SEM Strategy

When building traffic towards your website, organic strategies aren’t the only option. For example, ARSA was able to tackle that goal by developing a cohesive SEM campaign for all their businesses. 

This service management organization holds an umbrella of reconstructive and cosmetic surgery institutions, and due to its variety of solutions, it needed to find a way to promote each institution on its own. So, they created new accounts for each brand, coming up with a unique value proposition for each. Following that, they designed segmented campaigns for each market niche. However, the success of this healthcare case study actually lies in its keyword optimization.

Cosmetic surgery is a life-changing procedure, so patients conduct thorough research before making a decision. ARSA understood that, and worked on a paid digital marketing strategy that targeted keywords at every step of the patient journey. 

This highly specialized approach meant a lot of work, but it was worth it as it increased traffic volume, especially attracting first-time patients.

4. 2 Docs Talk – Make Yourself Look Trustworthy

2 Docs Talk is a podcast created by Kendall Britt and Amy Rogers, two doctors from Texas. Their 15-minute episodes cover relevant topics for both professionals and common people interested in taking care of themselves, like hospital policies and personal care tips. Their expressed goal was to help listeners make better, informed decisions about their health.

However, their efforts had an additional secondary effect—turning them, and their consulting rooms, extremely popular. Their way of targeting relevant concerns in a casual, conversational manner made these issues easier to approach. This, in turn, made the doctors look highly trustworthy in the eyes of their audience and gained them an influx of new patients.

In a country like the USA, healthcare is a big concern for the working population. So, knowing the best practices to take care of yourself is crucial, but it can be hard when hectic schedules keep you always on the go. In this environment, these two doctors’ use of podcasts as an alternative for promoting healthy discussions became one of the most interesting healthcare marketing case studies to learn from!

5. The Mayo Clinic – Improve SEO

The Mayo Clinic is a well-known institution worldwide, with an audience made of patients from all around the globe. To unite the diverse communities that make it up, and increase the company’s online presence, they decided to start a blog showcasing stories from patients, family members, and Mayo Clinic staff, creating one of the best SEO healthcare marketing case studies.

Their blog became a source of inspiration and relief for patients facing complex conditions. Moreover, it became a case of successful search engine marketing , because since its beginning Mayo Clinic placed the focus on sharing quality articles. Their writers are healthcare specialists, with Ph.D. graduates like Joel Streed writing their columns. 

Having experts like these in their ranks also helped their link-building efforts, as recognized newspapers, such as the Seattle Times and ScienceX started inviting their writers to share their insights on public healthcare concerns. Needless to say, this helped the Mayo Clinic become an even more relevant and recognized figure in the field.

6. Thermo Fisher – Educate Visitors With Video Marketing

Thermo Fisher is a B2B company that sells scientific instrumentation, and software services to healthcare facilities. To break down their products for potential customers they often make use of video format, like in this explainer video with more than 2K views. With attractive animations and an insightful voiceover, it makes complex healthcare equipment look simple.

That’s the biggest benefit of using explainer videos for healthcare: you can visually represent processes and biological functions in ways that are impossible in real life. Combine that with an effective narration focused on the customer’s needs, and you have a piece that leaves viewers with no doubts about all they can achieve with Thermo Fisher’s products.

Moreover, note that Thermo Fisher doesn’t shy away from using complex, medical lingo in their video because they know their customers are knowledgeable healthcare facilities. Healthcare marketing case studies teach us to never underestimate our audience: instead, use terms you both understand, as it will make you seem more professional and relatable.

7. WebMD – Use Infographics

Among online audiences, visual content has become one of the most popular formats. Be it due to decreasing human attention spans , or to social media’s own algorithm promoting images over text, the fact is that WebMD started taking advantage of this phenomenon to increase its following online.

For example, they create infographics on topics like wellness, nutrition, and mental health to educate and entertain their followers. Sharing infographics can be a great healthcare digital marketing strategy becausehese images are great for simplifying an intricate or controversial topic, as they help display the different factors relevant to a situation in a simple way.

Additionally, these graphic representations are attractive and attention-grabbing, making them a highly shareable format across all social media channels. So by posting them, WebMD has managed to increase its online reach and attract new patients. 

8. Arkansas Children’s Hospital – Develop an Awareness Campaign

Did you know that in the period between Memorial Day and Labor Day, the risk of death for children and teens is higher than ever? After figuring out this tragic fact, the Arkansas Children’s Hospital started building awareness around it with the hashtag #100DeadliestDays.

The shock factor behind this information made it highly-shareable, and ideal for healthcare social media marketing , as readers would feel compelled to spread awareness. Additionally, Arkansas Children’s Hospital invited others, like local police or road accident organizations, to use their hashtag to promote tips on how to avoid road accidents.

By sharing safety tips on various social channels, the hospital gained a lot of exposure. To this day, the hashtag has thousands of posts, and it’s still being used to spread awareness, making it one of the most successful healthcare marketing case studies!

9. Halton Healthcare – Show Your Behind-the-Scenes

For some patients, the medical environment can feel cold and distant. If you lack knowledge of common healthcare practices, reaching out for help is intimidating, and this is one of the main reasons why some institutions face low consultations. That was the case for Halton Healthcare.

To avoid that, they started a campaign showing the behind-the-scenes of their daily work. They shared videos of their doctors and showcased their internal staff as they made the often unpopular hospital food, and organized crucial logistics.

It has become one of the best healthcare marketing case studies because this allowed them to establish a warmer environment in their hospitals, and gain approval from their patients. Some of them even started answering their content and commenting about the facilities, like this comment praising their chicken soup!

10. UCN Center – Take Advantage of Video Marketing

UCN Center wanted to educate its patients while increasing its reach and to do so, they decided to take advantage of social media video marketing . Unlike text or infographics, videos combine moving images, audio, and other elements to express a topic in-depth, making them a great tool for teaching others.

Specifically, short video content can be very effective. Nowadays users are very particular about how they want to access information and they get distracted easily. Short content grabs the viewer’s attention and keeps them engaged, which is crucial to increase retention.

However, the best healthcare marketing case studies aren’t the ones that take advantage of a popular format, but those that show how to make the most out of it. What makes this educational video effective is its use of humor to showcase its staff to the audience. By showing their employee’s funny side they make them more relatable to the audience and help build a connection.

Wrapping Up

Healthcare marketing case studies are analyses of an institution’s objectives and how they managed to achieve them. These detailed examinations can be a valuable source of knowledge for businesses trying to emulate their growth, or at least to find inspiration on how to increase their brand’s market.

The real lesson to learn is that all stem from the same process: asking yourself what needs to improve. Be it “How to get more patients”, to “How does my audience perceive me?”, the first step to improvement is, always, identifying the problem. From then on, there are many paths you can take, and these case studies are all examples of that.

Florencia Corazza – Content Writer and Co-Editor

A skilled writer, translator, and co-editor for our web and blog content. As a self-defined "wordsmith," she’s talented in adapting the latest marketing news into all kinds of digital formats. If she’s not watching the latest Sci-Fi show on Netflix, then can find her tending to her perfectly reasonable number of plants.

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Case Study: A Healthcare Marketing Success Story

May 18, 2021

Marketing is key for growth and sustainability for practices, clinics, hospitals and other healthcare businesses.

But since many medical businesses are owned and run by busy physicians, it’s important to find the right marketing strategy to invest your time, energy and budget in.

Some healthcare marketing statistics you should know:

• 41% of users say that social media impacts their choice of doctor or practice ( The Spark Report )
• On average, video marketers get 66% more qualified leads per year ( OptinMonster )
• 5% of all Google searches are health-related ( Google )
• Content marketing can generate three times as many leads as outbound marketing and costs 62% less ( Demand Metric )
• 30% of patients who watched an online video booked an appointment ( Google )

Local medical clinic drives success with healthcare marketing

One local medical clinic, with the help of their Marketing Success Manager and Content Writer, found a winning medical marketing strategy by sticking with the basics — SEO and content marketing, search ads and Facebook.

This back-to-the-basics healthcare marketing strategy led to major increases in both impressions and conversions.

Impressions:

Conversions

How did they do it?

Seo and content marketing.

When they started working with their content writer in November of 2019, they were ranking for only about 30 keywords. These days, they have nearly 300 keywords ranking.

To drive organic traffic to their website, their content writer optimized their site with relevant keywords, added new content to the website on a regular basis and created short videos to be featured on their website and Facebook page.

They focused their healthcare advertising budget on search ads, with campaigns for brand-related keywords, as well as service-related keywords.

Their cost per conversion averages out to be about $67, and their ad ROI was roughly $29/1.

Facebook marketing

In addition to running search ads and driving organic traffic on search engines, they built brand awareness with Facebook marketing, including both organic posts and ads.

Digital marketing has a bad rep for being overly complicated and time-consuming. But, as this medical clinic’s story demonstrates, having a basic healthcare marketing strategy can lead to results that are anything but basic.

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Marketing in healthcare: Improving the consumer experience

Healthcare consumers have never been more empowered than they are today. The COVID-19 pandemic forced healthcare providers to adapt quickly to continue delivering patient care, including by pivoting to digital care. Seemingly overnight, telehealth went from an industry sidenote to the primary means of seeing noncritical patients. 1 For more, see Oleg Bestsennyy, Greg Gilbert, Alex Harris, and Jennifer Rost, “ Telehealth: A quarter-trillion-dollar post-COVID-19 reality? ,” McKinsey, July 9, 2021. Healthcare consumers also saw global retailers, grocery store chains, and other disrupters demon­strate how convenient it can be to order your health products online for delivery or curbside pickup.

Consumers increasingly expect transparent, predictable, and mobile-friendly experiences, but most healthcare organizations have failed to keep up. Although healthcare providers have more options for how to spend limited marketing budgets, many have chosen to stick with the familiar traditional- and digital-marketing channels—such as billboards and ads on television, on the radio, and in magazines—and with a one-size-fits-all digital presence.

Today, health systems have the same aspirations as companies in any industry: to engender long-term relationships with their consumers. 2 For more on how leaders are thinking about brand loyalty, see Lidiya Chapple, Oren Eizenman, and Jamie Wilkie, “ Winning in loyalty ,” McKinsey, August 2, 2022. Consumer goods, retail, and e-commerce leaders set the original bar and continue to push it higher today. 3 For more, see “ E-commerce: At the center of profitable growth in consumer goods ,” McKinsey, July 5, 2022. A 2021 McKinsey survey of more than 3,000 US healthcare consumers found that satisfied patients are 28 percent less likely to switch providers. 4 McKinsey 2021 CX Provider Journey Pulse, a 15-minute patient experience survey conducted across 3,311 respondents in three US metro areas (Dallas–Fort Worth, Detroit, and Tampa Bay).

Healthcare providers that are ready to rethink their marketing approach to grow and maintain continuity of care—or work to gain back what’s been lost in recent years—have their work cut out for them. In this article, we describe three priorities for progress: align the C-suite, build capabilities methodically through carefully chosen use cases and quick wins, and measure what works. In our experience, healthcare providers that implemented changes focused on improving the consumer experience—including through marketing efforts—saw their revenue increase by up to 20 percent over five years, while costs to serve decreased by up to 30 percent.

Providers that can bring it all together can achieve lofty marketing ambitions. One regional healthcare provider that stood up an agile marketing team as part of its digital transformation prioritized increasing the share of new patients who schedule appointments digitally instead of over the phone or in person. The provider was able to build a backlog of more than 300 test ideas representing a wide variety of goals and priorities, from improving online scheduling to optimizing content on specific pages. The team prioritized half of those tests to launch in a period of only 12 months, yielding an impressive test success rate of about 50 percent. When successful tests were scaled, the healthcare provider tripled the number of new patients from digital channels, compared with before the transformation.

Align the C-suite

The chief marketing officer (CMO) is a well-established member of healthcare providers’ C-suite. However, the CMO requires active involve­ment from the leaders of other functions to deliver modern marketing efforts. These leaders include, most crucially, the chief technology officer (CTO) or chief digital officer (CDO), chief information officer (CIO), and chief financial officer (CFO).

Only when the C-suite is aligned on the importance of marketing to drive growth and continuity of care (and what it takes to do so) will the CMO have the permission and support required to effect change beyond their immediate influence. This moves the CMO role away from basic brand and communication activities that characterize marketing at most healthcare organizations today. These traditional- and digital-marketing activities depend on mass, undefined channels—such as television, newspapers, broadcast emails, and a generic website—that reach all consumers with the same messaging. This style of marketing also often fails to include a compelling call to action, such as “schedule your health visit today,” that encourages healthcare consumers to reach back out to the organization to make an appointment or speak to a specialist about their needs.

To make the leap to more sophisticated marketing capabilities, CMOs could start by defining priority use cases by both financial and nonfinancial returns on investment—from costs to improved health outcomes. The CMO could then work with the CTO or CDO to validate the technical feasibility, with the CIO to assess operational challenges and risks, and with the CFO to calculate the financial ROI. The true power of this cross-functional collaboration can be seen in organizations that, for example, have worked in concert to design and build a single source of truth for consumer data, which is critical to enabling use cases related to advanced marketing capabilities, such as personalization.

Many organizations outside of healthcare—and increasingly within healthcare—have adopted agile marketing to drive high-velocity testing across digital- and traditional-marketing channels. 5 For more, see David Edelman, Jason Heller, and Steven Spittaels, “ Agile marketing: A step-by-step guide ,” McKinsey, November 9, 2016. Speed to market requires quick handoffs, cross-functional collaboration, and enterprise-wide transparency. For example, a healthcare provider could focus on improving its new-patient appointment cancellation rate by A/B testing appointment reminders to determine what works best in terms of number of touchpoints, messaging, and cadence.

The test brief—a standard feature of agile marketing typically reviewed by leads from marketing, finance, and technology—can help align the CMO, CFO, and CTO and enable them to compile a more persuasive case for the CEO and other company leaders. A test brief is a document with codified creative, technical, and measurement details for an agile marketing test. It provides the organization with the details it needs to quantify the number of days (or sometimes hours) necessary to launch a test, as well as to estimate the effort required to design, create, build, and deploy it.

Build sophisticated capabilities by choosing use cases wisely

Today, most healthcare providers have critical capability gaps that stand in the way of mounting an end-to-end, personalized consumer journey:

• A disjointed consumer experience and lack of personalization . Multichannel consumer touchpoints can lead to fragmented, impersonal experiences because of the lack of integration between consumer data and omnichannel engagement platforms.
• Siloed systems . Silos result in a limited ability to track current and potential consumers across channels and devices, as well as no organization-wide access to consumer data tracking tools.
• A lack of consumer-centric data. A lack of data leads to channels without access to a real-time, 360-degree view of consumer care needs and to clinical data that is not augmented with nonclinical data.

The theme of these challenges is fragmented information. Marketers increasingly require hands-on, real-time access to technology. Next-level healthcare marketing is built on a robust, integrated technology stack—and reaching full maturity in marketing-technology capabilities is not a short-term undertaking. No marketing function operates with an unlimited budget, meaning the marketing team will need to prioritize use cases that can build the department’s muscle and momentum.

In our experience, patient scheduling tends to be a priority growth lever for healthcare providers and systems. This makes sense considering that being able to easily schedule an appointment is a critical step in the consumer healthcare journey. Use cases that improve scheduling would thus rise to the top of the priority list and the budgeting conversation. For other providers, use cases could include better patient communication management to facilitate follow-up care.

Reliable collaboration between the marketing and technology teams is paramount to achieving seamless healthcare consumer journeys.

Given that these marketing touchpoints span the entire healthcare consumer experience, from learning about a provider to scheduling a visit and receiving care and follow-up care, reliable collab­oration between the marketing and technology teams is paramount to achieving seamless healthcare consumer journeys (exhibit). And to deliver it, an integrated technology stack (across both digital and traditional channels) is essential.

Measure what works

Marketers use the term “attribution” to describe the process of measuring the effects of marketing efforts and the rate at which they convert consumers to achieve desired consumer outcomes. Consumer outcomes are not the only measure of ROI; the ulti­mate goal is an improved patient experience and potentially improved health outcomes. But attri­bution can serve as a crucial indicator. A simple example would be analyzing the click-through rates of marketing emails to determine what messaging is most effective. Attribution analysis is a critical component of measuring the financial ROI of spending on digital marketing in healthcare—and most providers and systems today are early in the process of building out their marketing-attribution capabilities. As a result, the CFO and CMO are often misaligned on what works, which can greatly affect marketing’s budget allocation.

Common marketing-attribution methods and their application to healthcare

Three attribution tools in particular can help healthcare providers effectively mea­sure what works.

Marketing mix modeling. Regression analysis can help marketers understand the specific effects of every interaction with healthcare consumers. It uses his­torical data to estimate the effects of a particular marketing tactic—such as a radio ad or a personalized email—on patient appointment volume. This method can be used to measure tactics in both traditional marketing channels (such as TV and radio) and digital channels (such as paid search and paid social).

This method does have a few limitations, however, including limited measurement granularity, given that it mostly evaluates media effectiveness at a high level for annual or monthly budget allocation. How­ever, A/B testing can be instrumental in improving revenue forecasting with better estimations of revenue and ROI.

Anonymized data. Anonymized data processing can encrypt personal iden­tifying information (PII) or protected health information (PHI) to protect healthcare consumer information while still enabling marketers to send personalized messages, run longitudinal analyses, and port data securely across technology platforms. For example, digital healthcare platforms can encrypt the individual data fields in a healthcare consumer’s record while still sharing journey-specific marketing communications.

Encryption is vital to healthcare providers’ ability to communicate with healthcare con­sumers and their families based on their own treatment journey and needs. It also transforms the experience of consumers by enabling them to share their data privately and receive offline support outside of the clinical setting. There are limits, of course, to the personalization that is available, and it requires rigorous testing to be compliant with industry regu­lations. Encryption at scale is also a massive undertaking that requires a robust core data infrastructure and operations that enable speed, accuracy, and security. Few providers today encrypt PII as part of processing anonymized consu­mer data, and the few that are doing so are not currently using it to drive personalized consumer experiences.

A/B testing. The A/B (or incrementality) testing method is one of the most popular and well-known marketing tactics. By measuring the difference made by discrete details, such as the performance of an email when the audience is addressed as “healthcare professionals” versus “doctors,” A/B testing can offer marketers an abun­dance of information about consumer conversion and sales—and which conver­sions would not have happened without the marketing campaign.

The A/B testing methodology is widely adopted because its results are accurate and easy to understand, and they don’t require complex analytics capabilities. However, many healthcare providers don’t employ the methodology well or at all. Those that can do it well can see outsize bottom-line impact. One healthcare provider, for example, embarked on an end-to-end consumer transformation journey and deployed more than 100 agile digital A/B tests to optimize patient experience across its locations. In one such initiative, the team improved its conversion rate by 0.15 percentage points—or $2.4 million in scaled revenue impact—by personalizing and targeting communications to different healthcare consumer segments.

Successful attribution is founded on the cross-departmental collaboration modeled and facilitated by the C-suite. Specifically, attribution requires marketing and IT to partner closely to, for example, provide marketing the ability to connect how individual digital channels (such as paid media or the provider’s website) are driving new patient appointments booked via phone calls or online.

Industry regulations require that healthcare data be anonymized, but that does not preclude it from being measured. (For more on three of the most ubiquitous marketing-attribution methods that meet the industry’s criteria for healthcare consumer data, see sidebar, “Common marketing-attribution methods and their application to healthcare.”)

It’s not surprising that healthcare providers increas­ingly see marketing as a growth driver. Modern tech­nology, approaches, and collaborative structures can help CMOs pivot the perception and performance of the marketing function away from being a cost center and toward measurable bottom-line gains while improving the healthcare consumer experience.

Adam Broitman is a partner in McKinsey’s New York office, where Michelle Jimenez is a senior expert. Julie Lowrie is a partner in the Atlanta office.

The authors wish to thank Jessica Buchter, Jenny Cordina, and Eli Stein for their contributions to this article.

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10 Examples of Brilliant Healthcare Marketing

Updated: August 29, 2018

Published: August 01, 2018

Sure, the medical industry may have once been considered a slow adopter to the world of inbound marketing, but it's safe to say that these 10 examples of healthcare marketing are making up for lost time.

1. Carilion Clinic

Campaign: #yesmamm.

Several years ago, in order to raise awareness about breast cancer and the need for early detection, Carilion Clinic of Virginia's Roanoke Valley started the "Yes, Mamm" campaign.

This campaign used the #YESMAMM hashtag to answer common breast cancer questions in a Twitterchat. It also drove traffic to the Carilion Clinic website to encourage women to make an appointment at one of its screening locations. The #YESMAMM campaign is a perfect example of the power of hashtags to start a movement.

2. New York Presbyterian Hospital

Campaign: patient stories.

For most businesses today, storytelling is a boon for their branding. Healthcare, in particular, is a perfect candidate for telling uplifting success stories of patients who were saved by the care of a medical center. New York Presbyterian Hospital has built an entire video marketing strategy around this concept.

The story of patient Michael Kiernan is one example of how New York Presbyterian connects with its audience, publishing raw accounts of its doctors and nurses who were on the scene and at the public's service. Watch Kiernan's story below, and try not to cry a little.

3. UnitedHealthcare

Campaign: we dare you.

The multi-award winning " We Dare You " campaign from UnitedHealthcare stands out as the gold standard for what can happen when healthcare organizations engage with their following.

With monthly "dares," quizzes, and prizes on its website, United Healthcare encouraged followers to make one small healthy change per month and document it on social media. This interactive campaign not only led to healthier habits, but it also fostered an interactive online community of brand loyalists.

#WeDareYou to snap a photo of fresh produce & tag it #FreshVeggiesWDY for your chance to #win ! http://t.co/FbxtpbU91B pic.twitter.com/5KtZyxfpzJ — Source4Women (@Source4Women) June 7, 2015

4. Anne Arundel's Medical Center

Campaign: stachie facebook contest.

This contest, organized by Anne Arundel's Medical Center, asked participants to post their best "stachie" -- otherwise known as a selfie with either a real or fake mustache. The purpose was to raise awareness for men's health during November (or, "Movember" or "No Shave November," as it has popularly come to be known).

This clever contest not only took advantage of social media hilarity, but it also drove traffic to the medical center's webpage for Men's Health -- which has other attractions for awareness, like their blog, podcast, and calendar of events.

5. Dana-Farber Brigham & Women's Cancer Center

Campaign: you have us.

It's an incredibly powerful slogan: "Right now you may have cancer. But what your cancer doesn't know is -- You Have Us." Through confidence-inspiring web videos , the Dana-Farber Cancer Institute shows its personal approach to cancer treatment and state-of-the-art facilities.

By sharing these videos on social media (as well as using more traditional marketing techniques, like television and radio) the cancer center embodies what it means to build trust with your target audience.

6. Medical Realities

Campaign: surgical training in 360 degrees.

Medical Realities is a medical training service that uses virtual reality (VR) to teach complex healthcare topics to an audience of healthcare professionals. And some of its VR content is quite inventive.

The marketing campaign below teaches the video viewer a surgical procedure from the point of view of a patient. Using Oculus Rift, a VR product owned by Facebook, Medical Realities allows you to drag the video 360 degrees around with your cursor. It's an excellent way to show current and future surgeons how surgeries should be experienced according to the patient. Try it out below:

7. Floating Hospital for Children -- Tufts Medical Center

Campaign: ourcircleofmoms.com.

One of the main covenants of effective marketing is catering to your target audience -- and the online community/blog OurCircleofMoms.com does exactly that. The content and community of support that Our Circle of Moms offers for mothers whose children are patients at the Floating Hospital for Children lives up to their slogan: "Just What Moms Ordered."

By creating this space for mothers to find the support they need, the Floating Hospital for Children is positioning its medical center as a trusted resource for parents.

8. The Mayo Clinic

Campaign: sharing mayo clinic blog.

The Mayo Clinic sees patients from literally all around the world and the goal of the Sharing Mayo Clinic blog is to unite these diverse patients into a global online community. The blog showcases stories from patients, family members, and Mayo Clinic staff.

These inspiring stories and the sense of community that comes from sharing them in one place plays directly into Mayo Clinic's well-known reputation as a trusted healthcare resource. Of course, Mayo Clinic is no stranger to having multiple blogs and general healthcare marketing awesomeness , so its inclusion on this list shouldn't come as any surprise.

9. Arkansas Children's Hospital

Campaign: #100deadliestdays.

In order for a hashtag-driven marketing campaign to be successful, it has to be memorable and worth sharing.

The shock factor of the #100DeadliestDays social media campaign from the Arkansas Children's Hospital (in partnership with the Injury Prevention Center) aimed to raise awareness of the dangerous time period between Memorial Day and Labor Day when the risk of death for children and teens is increased.

Arkansas Children's Hospital shared safety facts and tips on its social media channels, as well as an interactive pediatric care center, which can be found here .

10. Banner Health

Campaign: infographics.

Speaking of infographics, visual content is widely popular with digital marketing audiences, as exemplified by these wellness, parenting, nutrition, and mental health infographics by Banner Health . Infographics are best used to simplify a potentially complicated or controversial topic, like children's sugar consumption.

Infographics tend to resonate with audiences who may not be interested in sitting down to read a full blog post on an important topic. Plus, infographics are highly shareable across all social media channels, making them a great attention-grabber to attract new patients.

Of course, this list is far from a complete collection of all the great healthcare digital marketing happening on blogs and social media. With so many ways to connect with patients and prospective patients online, healthcare organizations are finding more and more ways to market brilliantly every single day.

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Charting the Course to Excellence: Healthcare Marketing Case Studies that inspire

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What are the key performance indicators and metrics used to measure success in these healthcare marketing campaigns?

Key performance indicators (KPIs) and metrics in healthcare marketing campaigns include patient acquisition rates, engagement on digital platforms, conversion rates, and brand sentiment analysis. These metrics collectively gauge the effectiveness of campaigns in reaching and resonating with the target audience, providing actionable insights for optimization. Tracking patient retention rates and measuring the impact on overall health outcomes further contribute to a comprehensive assessment of campaign success, ensuring a holistic understanding of the marketing strategies’ impact.

How have collaborations with other healthcare providers or influencers been leveraged in the marketing strategies depicted in the case studies?

Collaborations with healthcare providers and influencers are leveraged to enhance credibility, expand reach, and foster community trust. By aligning with trusted figures in the industry, these campaigns benefit from increased visibility and authentic connections, ultimately driving positive outcomes. These partnerships extend beyond promotional efforts, facilitating knowledge exchange and promoting a collaborative approach to address broader healthcare challenges and innovations.

What role has patient feedback and engagement played in shaping marketing strategies in these healthcare case studies?

Patient feedback and engagement are integral in shaping marketing strategies, emphasizing the importance of patient experience. Insights gleaned from feedback mechanisms inform adjustments to communication approaches, service offerings, and overall patient satisfaction, contributing to long-term success. Actively incorporating patient testimonials and success stories into marketing materials adds a human touch, resonating with audiences on a personal level and reinforcing the organization’s commitment to patient-centric care.

How do these case studies demonstrate the importance of aligning marketing strategies with the overall mission and values of healthcare organizations?

These healthcare marketing case studies highlight the significance of aligning marketing strategies with the mission and values of healthcare organizations. Cohesive messaging reinforces brand identity, builds trust, and resonates authentically with stakeholders, creating a unified and impactful presence in the healthcare landscape. Integrating ethical considerations into marketing practices not only strengthens organizational integrity but also fosters a sense of social responsibility, further enhancing the organization’s reputation and patient loyalty.

What insights can be drawn from these case studies on the effectiveness of community outreach and public health campaigns?

Community outreach and public health campaigns are shown to be effective in raising awareness and fostering health education. By actively engaging with communities and addressing public health concerns, healthcare organizations build a positive reputation, promote preventive care, and contribute to the overall well-being of the community. Integrating digital platforms for community engagement and leveraging partnerships with local organizations amplify the reach of these campaigns, establishing a sustainable and collaborative approach to public health initiatives.

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Healthcare Marketing Case Studies

With the healthcare industry getting more and more competitive, now is the time to grow your health business online.

We have entered full steam into a Digital Revolution. This means you need to stay on top of the latest online marketing trends to increase your presence in front of your target patients.  

We at Digitalis Medical are a team of healthcare professionals who are passionate about helping others. 

We have integrated our healthcare expertise into our medical marketing agency to help other medical professionals experience success with their marketing efforts.

As they say, the proof is in the pudding. 

H i, I’m David Sanchez, RN. I’ m determined to help a healthcare brand in your city grow and get amazing results by using the most effective and latest digital marketing strategies.

But will it be you?

Schedule a call with me to learn the Top 3 Ways to rapidly grow your brand. 

Serious Growth for Healthcare Brands

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Here are just a few examples of how I've helped medical practices achieve incredible growth.

From 0 to 100 phone calls per month in 3 months.

North Valley Women’s Care is a brand new women’s health facility in northern Glendale, AZ.

Dr. Melissa Austin is an established OBGYN who wanted to open her own practice. 

Starting from scratch, she called Digitalis Medical to help promote her new practice, focusing first on creating its brand identity.

It was a fast turnaround. Within 2 months, North Valley Women’s Care was a flourishing practice.

The strategies integrated into North Valley Women’s Care healthcare marketing campaign were:

• Brand Design
• SEO Web Design
• Organic SEO, which was converted to a local SEO approach after Dr. Austin’s opened her new practice location 

The Results 

Dr. Austin’s website received over 1000 visitors per month after just 2 months of implementing these strategies!

Take a look at her results below:

Dr. Austin’s office also received over 100 calls per month from their Google My Business listing alone. 

This number does not include the calls she received from those who clicked her “Book an Appointment” button on her website.

“I trust Digitalis to do their work like my patients trust me to do mine. We are seeing a lot of new patients!”

Dr. Melissa Austin, MD

Founder, North Valley Women’s Care

Where do you want your practice to be 2 years from now?

National nutrition brand: 30% increase in organic traffic and purchases... in only 3 months..

The Need: More Organic Sales 

This client needed more sales from their online store, because most of their sales were from ads at the time.

Our focus was on low-hanging fruit: how can we get more organic traffic the most quickly?

We prioritized this healthcare SEO project like this:

1. Created new content focused on high-volume keywords we didn’t have content for yet, and 

2. We optimized pages ranking for high-volume keywords, but between #5 and 20 on Google. We stuck with keywords with an average search volume greater than 1000 average searches per month.

3. Built high-authority, high-traffic links to the new pages with our 3-step link building method, then linked relevant pages to each other.

4. Fixed local citation listings for the corporate office, which was missing a number of important high authority local citations.

5. Disavowed thousands of toxic links each month – links to their website from other sites that were broken links, hacked websites, spam, and porn sites.

6. Each month, we reviewed the performance of the priority pages we were focused on, to decide which pages needed new links built and which types of links.

The Results: 30% increase in organic traffic and sales purely from SEO... in 3 months.

Want to see how we can help your healthcare website , from 100 to 93,000 website visitors per month in 2 years.

What We Did:

Vascular & interventional specialists of prescott (visp) were looking to increase their online presence within the local community, wanting to get their name in front of as many patients as possible. .

To effectively do this, their marketing consultant recommended Digitalis. 

Based on what they were in need of, we found that the best strategy for them was to optimize for the local and organic search engines.

VISP experienced an astonishing 300% increase in phone calls by optimizing their local Google listing within 6 months. 

The practice also had a 100% increase in local patient visibility in 4 months.

Fast forward another year and a half, and they’re getting 93,000 website visitors per month from Google – without ads!

Let's get your digital marketing strategy together.

This local practice doubled their new patients in 6 months.

Prescott Medical Aesthetics provides medical-grade cosmetic and skincare enhancing services to its patients. 

Dr. Kim Harris was looking to increase her patient base as she was expanding the services she was offering.

It was important to provide an effective strategy that would bring amazing results within a budget that Dr. Harris was comfortable with.

The strategies implemented with Dr. Harris’s medical marketing campaign included:

• Website Speed Optimization
• Local Search Engine Optimization

After optimizing her website and improving its speed to boost her local listing results,  

Dr. Harris experienced a 50% increase in website traffic after just 3 months and a 100% increase at 6 months.

With the increase in patients, she had to expand her practice to accommodate the new influx! 

Let's get your healthcare website growing.

223% increase in organic traffic after seo website redesign, pacific neuropsychiatric specialists is a quickly-growing behavioral health practice with 7 physical locations and online telemedicine services . they wanted personal service from a marketing team specializing in behavioral health..

Based on their request, we decided the best strategy was to optimize for the local and organic search engines while redesigning their website in WordPress.

Our Process:

• Prioritize local SEO by optimizing their Google profiles for all 7 locations.
• Build local listings monthly for all locations.
• Simplify website structure to 3 layers with the new website, reorganizing the menu at the same time.
• Optimize the on page SEO transitioning to the new website: Meta Titles, Meta Descriptions, Alt Text, Schema, and more.
• Brought new publicity opportunities to Dr. Alva, the Founder, Chief Medical Officer, and CEO. We earned  features from WebMD , AOL, LifeHacker , PsychCentral , and more.

Pacific Neuropsychiatric Specialists saw 

• 62% increase in overall website traffic in 6 months
• 223% increase in organic website visitors
• Now 55% of their website visitors are finding them online through search engines

Let's get your healthcare marketing strategy together.

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Case Studies

&Marketing Case Study: Healthcare Digital Marketing Strategy Simplified

Business challenge summary.

A cutting-edge healthcare technology company ( BUDDI.AI ), whose target audience includes C-level healthcare executives, was poised for major growth in 2021. However, they were playing in a fragmented competitive landscape that would require them to creatively “break through the noise” in order to build and maintain brand awareness, drive lead generation, and achieve tangible results. To become a true thought leader and partner of choice in the industry, they needed to enhance their digital presence.

Like many growing businesses, this client had neither the time nor the resources to hire an internal team to drive the level of marketing strategy and execution needed in order to achieve success. They also struggled with bringing an unknown concept to market and helping potential customers understand the value that it brings to their companies.

The &Marketing team worked with BUDDI AI to quickly understand our technology platform and develop messaging based on data and Business Intelligence. During this time of rapid growth for our company, they found a way to harness the power of our own data and leverage it to get in front of the right audiences and decision-makers. This directly impacted our ability to more than double our lead generation goals in less than three months.

Co-Founder & Chief Architect, BUDDI AI

&Marketing’s Approach

Internal Discovery & Immersion

Due to the complexity and newness of the company and its product, a foundational “reset” was first needed, to create consistency and alignment within the company itself and ensure their positioning and messaging was delivered in a way that would resonate with their target audience. This discovery phase consisted of:

• A comprehensive review of backgrounding documents from the client
• Several internal stakeholder interviews and exercises
• Supplemental secondary customer research
• A high-level audit of competitor websites and messaging

&Marketing used this as fuel to build the following foundational outputs:

• Audience segmentation, customer research, and identification of pain points
• Brand voice and tonality/personality for each audience segment
• Value proposition and key message document, using our Storytelling & Branding framework
• The customer journey
• Alignment on success goals and KPIs (metrics)

  Business Intelligence

To identify digital marketing opportunities and create the building blocks for a comprehensive strategy and execution plan, &Marketing needed to first understand A) the target audience’s behavior online and B) the competitive digital landscape. To do this, we ran a Business Intelligence and Analytics project for this client to review and assess the d igital online landscape:

• Keyword Striking Distance Analysis: Identifying top keyword opportunities based on current rankings
• Enhanced Competitive Analysis: Identifying competitor strengths and opportunities in which Buddi could steal their online market share
• Nontraditional Competitor Analysis: understanding where our target audience is going to consume information about our product/service that are NOT competitors.
• “ People Also Ask” Research: Related online searches that may provide less expensive opportunities to rank or advertise for that reach our audience at each stage of the sales funnel

This research served as the building blocks for a future comprehensive strategy and execution plan that would include content, digital advertising, website enhancements, and SEO optimization.

Execution & Reporting

Discovery and Immersion combined with Business Intelligence data allowed &Marketing to create sophisticated, yet engaging content, automated email campaigns and highly targeted paid advertising on Google and LinkedIn helped to drive website traffic, lead generation efforts, and overall brand awareness.

In four and half months, we helped BUDDI.AI generate 253 qualified leads at cost per lead of $121 – more than double their goal and all within their budget!

Additionally, we helped increase website traffic 434% compared to the previous period, furthering BUDDI.AI’s presence amongst the marketplace.

We continued to support this client as their business expanded with new products and audiences.A comprehensive marketing strategy was developed that included digital marketing, social media exposure, website and SEO enhancements, content creation, sales enablement, email automation, and a lead generation plan that expanded their brand awareness and accelerated their sales efforts.

Are you facing challenges of your own in generating leads and meeting your business’s growth goals?

We’d love to learn more about your challenges and how a coordinated marketing approach might help take your organization to the next level.

About &Marketing:

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

Rush / Case Study

Built on excellence.

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In the Chicago healthcare landscape, providers don’t get more iconic than Rush. Founded two days before the city of Chicago itself, Rush has long set the quality standard across the region and nation. So when the opportunity came to help this storied health system through a comprehensive rebranding, we were humbled, honored—and giddy.

The Solution

Our work began in fall 2017 with research to understand what people knew and believed about Rush. The news was good: Rush was a deeply respected brand. Yet there was a need to educate consumers across Chicagoland—one of the most competitive healthcare markets in the country—about the breadth of the Rush System and the specifics of ‘why Rush.’ The answer came straight from Rush bedrock: exceptional clinical care delivered by exceptionally kind people, a combination we dubbed the Rush DNA.

During our first year of work with Rush, Motion facilitated several hands-on workshops to surface ideas and alignment around the new Rush positioning strategy, employee brand, and 24-month marketing plan. By design, these sessions brought together stakeholders from across the Rush System.

The first people to experience the new Rush brand were its 17,000 employees across Chicagoland. The largest internal launch in Rush history, the program included elements such as large-scale graphics installations at each Rush campus, a tabloid newspaper explaining the story behind the new brand, ‘event in a box’ kits sent to dozens of off-campus locations, and a proprietary deck of playing cards celebrating Rush history and current accolades.

“The work captures the connection between how we feel about what we do and how consumers feel about Rush. It’s been gratifying to hear from people across the system about how proud they are to see Rush everywhere.” Ryan Nagdeman Associate Vice President, Marketing

Fueled by the most expansive media strategy in Rush history, the external launch campaign took Chicago and its west suburban corridor by storm. At the heart of it all is the promise of excellence—a positioning strategy that honors the Rush heritage for exacting clinical standards—and a bold new shade of Rush green.

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Healthcare Marketing: A Case Study Approach (Gateway to Healthcare Management) 1st Edition

Experienced healthcare marketers know that the traditional four Ps of business marketing—product, price, placement, and promotion—don’t always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps—physicians, patients, payers, public, and the presence of politics—for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications.

Topics addressed in this book include:

Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.

• ISBN-10 1567936059
• ISBN-13 978-1567936056
• Edition 1st
• Publisher Health Administration Press
• Publication date November 1, 2013
• Language English
• Dimensions 8 x 0.6 x 10 inches
• Print length 227 pages
• See all details

Editorial Reviews

About the author, product details.

• Publisher ‏ : ‎ Health Administration Press; 1st edition (November 1, 2013)
• Language ‏ : ‎ English
• Paperback ‏ : ‎ 227 pages
• ISBN-10 ‏ : ‎ 1567936059
• ISBN-13 ‏ : ‎ 978-1567936056
• Item Weight ‏ : ‎ 1.18 pounds
• Dimensions ‏ : ‎ 8 x 0.6 x 10 inches
• #117 in Medical Management & Reimbursement
• #341 in Hospital Administration (Books)
• #1,007 in Health Care Delivery (Books)

About the author

Leigh w. cellucci.

Discover more of the author’s books, see similar authors, read author blogs and more

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HAP Summer Sale - Order any book now through September 16 and receive a 20% discount off the member and non-member price when you use the promo code SUMMER24 at checkout. This discount excludes any multi-book sets that are already discounted and the Board of Governors Exam flashcards.

Healthcare Marketing: A Case Study Approach

Leigh cellucci, phd, mba carla wiggins, phd tracy j. farnsworth, edd, mba, mhsa.

• Member Price: $71.40
• Non Member Price: $102.00

Book Description

Experienced healthcare marketers know that the traditional four Ps of business marketing—product, price, placement, and promotion—don’t always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps—physicians, patients, payers, public, and the presence of politics—for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications.

Topics addressed in this book include:

• The history of healthcare marketing practices
• Physician, patient, and hospital interactions
• Alignment of strategic marketing efforts to the mission, vision, and values of an organization
• Ethics of healthcare marketing
• Stakeholders’ roles in healthcare marketing
• Conflict management techniques
• The basics of a healthcare marketing plan

Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.

• Table of Contents (PDF)
• Preface (PDF)
• Book Excerpt (PDF)
• Instructor Resource Sample
• PURCHASE EBOOK FROM REDSHELF
• PURCHASE EBOOK FROM CHEGG
• PURCHASE EBOOK FROM VITALSOURCE (INGRAM)

Social Media in Healthcare Connect, Communicate, Collaborate, Second Edition

Marketing Health Services, Fourth Edition

Marketing Matters: A Guide for Healthcare Executives

Essentials of Healthcare Management: Cases, Concepts, and Skills, Second Edition

Healthcare Operations Management, Fourth Edition

Ethics and Professionalism for Healthcare Managers, Second Edition

Leading Ancillary and Support Departments to Higher Performance: The New Service Imperative for Patient Care

Marketing Health Services, Fifth Edition

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Cross Screen Media – A Healthcare Market Entry Case Study

How cross screen media, a unified video advertising platform investigated and then successfully entered the us healthcare market ..

In this post, I will review why Cross Screen Media decided to enter the US healthcare market , and how they approached this. I will then dive into how Health L aunchpad   helped them with their market entry strategy and some of the keys to the success

Who is Cross Screen Media?

Cross Screen Media is an innovative digital marketing technology company.  They solve one of the trickiest issues in marketing, how to plan, buy and measure advertising across the exploding choice of video channels.

That is, they guide their customers on how to plan and buy video advertising across a wide array of different channels which include:

• Traditional broadcast
• Cable TV advertising
• Advertising on streaming TV
• Advertising on connected TV channels
• Video ads in Social Media Channels.

As part of their long-term growth strategy, Cross Screen Media’s big question was which markets would benefit from their strength in marketing analytics and how best to plan, buy television and video advertising?

Why The US Healthcare Market?

The US Healthcare market entry seemed like a good fit. In particular, as Cross Screen Media a hyperlocal marketing strength seemed very important to healthcare providers.

They could also target customers based on behavior that seemed highly relevant to healthcare marketers.

They engaged H ealth L aunchpad  to help them investigate the market.

The  4-Step Market Entry Process

Working with Cross Screen Media’s Chief Revenue Officer , Dave Pollett , and their VP of Marketing , Dan Schreff , health l aunchpad , undertook a 4-step market entry approach .

This approach was designed to identify opportunities and also to mitigate potential risks to their market entry.

At each step of the process,  the Cross Screen Media Management Team was well-informed about both the upside and the risks of moving to the next phase

Step # 1 – Healthcare Market Entry Validation

To validate   Cross Screen Media ‘s healthcare market entry, we wanted to find out two things:

• Is the US Healthcare market receptive to Cross Screen Media’s value proposition?
• How should we best position Cross Screen Media in healthcare?

To get the answers, we conducted 45-minute 1:1 interviews with   6 executives. This included leaders  from media-buying agencies who specialized in healthcare marketing and  Chief Marketing Executives of large healthcare organizations.

During the interview, we probed to understand what forms of marketing they used. Further, we wanted to know where TV and video advertising fit in their marketing plans.

The participants’ responses confirmed the importance of TV and video advertising.  The research further validated the challenges of managing media plans across different video channels. 

Most importantly,  it confirmed their interest in exploring convergent TV channels like connected TV.

It was clear that Cross Screen Media ‘s entry into the US healthcare market would help address an unmet need for more cost-effective advertising through convergent TV channels.

In addition, we developed 6 short positioning statements that allowed us to explore different messaging approaches.

This also helped us understand nuances in how best to communicate the proposition most compellingly.

Through this process, we confirmed that the ability to use better intelligence about media consumption to target healthcare audiences more cost-effectively was the most compelling message

Download the US Healthcare Segmentation White Paper

Step # 2 – building healthcare target account list.

 After successful validation that there was an opportunity for Cross Screen Media’s healthcare market entry, our next task was to help create a Target Accounts List (TAL)

Initially, we developed two Ideal Customer Profiles (ICP) focusing on Healthcare Agencies and Large healthcare organizations .

The agencies were selected as ICP because they purchased the majority of the media. Therefore, they had the most immediate need.

We also decided to pursue large healthcare systems with significant media budgets as they were strong influencers on the spending decisions. Moreover, some of the organizations were already showing interest in taking media buying in-house.

Working with the Cross Screen Media sales team, we defined the criteria for the target list through account intelligence data sources. Cross Screen Media then purchased a list and then built the TAL in   Hubspot .

Step #3 – Healthcare Market Entry Test

The next step was to start generating leads. Armed with a target account list and clear messaging, the sales team started developing outbound prospecting campaigns.

In parallel, health l aunchpad  developed a webinar-based marketing program. The primary goal was to create awareness and leads among healthcare marketers and their agencies.

We reached out to the SHSMD , the American Hospital Association’s division that was focused on marketing executives.

Through a partnership with SHSMD, we created a webinar on how convergent TV would be critical in getting reluctant patients back into the hospitals. SHSMD marketed this to their database.

Over 250 healthcare marketing and agency executives registered for the session , and more than half attended. The educational webinar on convergent TV was very well-received.

As a result, Cross Screen Media had inquiries from several prospects.

Step # 4 – Scaling Up Healthcare B2B Marketing 

Following its initial market entry success, Cross Screen Media with the help of health l aunchpad has expanded its foray into healthcare. This has been achieved through the following campaign approaches:

• Blog Series addressing different needs for the top personas
• A 2500-word White Paper
• LinkedIn Advertising promoting the white paper to the top personas at an account list provided by Cross Screen Media
• Additional Webinar through another marketing partner, HTMC
• Email Marketing

In addition, Cross Screen Media has formed partnerships with complementary US healthcare marketing firms as a strategy to grow its sales pipeline

What Cross Screen Media Says About health launchpad

[one_half_first]

Dave Pollett, Chief Revenue Officer, Cross Screen Media

“Adam and health launchpad are a rare breed. They combine deep expertise in how to sell and market to healthcare with superpowers in ABM. They know their stuff and they put it into action. If you are trying to figure out how to sell in the healthcare sector, you have to talk to these guys.”

[/one_half_first][one_half_last]

Dan Schreff, VP of Marketing, Cross Screen Media

“Adam and his health launchpad team have been excellent team members for building our healthcare vertical. They helped us quickly gain insight directly from prospects to understand where we can add the most value to our healthcare customers. They were also great partners in developing our go-to-market strategy and executing a set of programs that generated a strong pipeline. Highly recommend!”

[/one_half_last]

Other Relevant Case Study Links

• Nuvolo Case Study – 1:1 Campaign Approach
• Case Study – Nuvolo 1:Few Campaign Approach
• Nuvolo 1:Many Marketing Campaign – Case Study
• Developing An Ideal Customer Profile (ICP) – Real-World Case Study

Recent posts

How to scale a healthcare ai solution: go-to-market approaches, health tech trends for 2024 with healthcare it news’ mike miliard, making sense of the rollercoaster in the digital health market, about the author  adam turinas.

Hi, I am Adam Turinas, Health Launchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)Enter your text here...

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Mastering the “Influencer” Game in Healthcare Marketing

The medical landscape is evolving, with HCPs stepping into the spotlight as influential voices from the Congress stage to social media. These HCP opinion leaders have become pivotal in driving education, shaping perceptions and influencing decision-making among their peers. For pharma marketers, understanding this dynamic is essential to crafting impactful marketing strategies in partnership with influencers.

Leveraging a new study of 300+ US physicians conducted in partnership with LiveWorld and fueled by our proprietary RealTime technology, let’s go behind-the-scenes of the HCP influencer landscape to uncover valuable insights and strategies for integrating opinion leaders and content creators into marketing plans. 

Side note: Sermo will be presenting these research findings at this year’s Digital Pharma East conference in Philadelphia (be sure to register for DPE if you haven’t already!) AND at an upcoming webinar with LiveWorld and the Digital Health Coalition, so keep your eyes open for an invite coming to an inbox near you.

Understanding the Modern Healthcare Influencer

Who are hcp influencers.

There is a wide variety of “influencers,”, from nano and micro-influencers on social media to Key Opinion Leaders who work the Congress circuits. Focusing on the digital sphere, Digital Opinion Leaders are medical professionals who leverage social media platforms to share expertise, insights, and experiences. Their credibility stems from their professional credentials and the ability to present evidence-based content. They bridge the gap between clinical knowledge and public understanding, making complex medical information accessible.

The Role of Professional Credentials

Professional credentials significantly enhance an influencer’s credibility. 82% of physicians surveyed by Sermo cited professional credentials as a key factor in trusting a healthcare influencer. This trust is crucial, especially in an industry where accuracy and reliability are paramount.

Short-Form Content Dominance

Not all digital content is created equal. In the fast-paced world of social media, short-form content reigns supreme. Physicians value concise, impactful content that delivers information quickly and effectively. Short-form articles, videos, and infographics are particularly favored, ensuring key learnings can be easily digested and implemented into practice.

Physician Perception and Influence on Decision-Making

Healthcare influencers wield immense power in shaping physician perceptions. A staggering 90% of physicians engage with influencer content at least weekly, highlighting its relevance and impact. Influencers provide a fresh perspective, often inspiring practitioners to research additional treatment information or explore new options.

Influencer content doesn’t just inform—it inspires action. Sermo’s survey indicates that more than half (51%) of physicians have conducted additional research based on influencer recommendations, while 74% consider pharmaceutical products when presented by a trusted influencer. This underscores the importance of aligning influencer content with strategic goals.

How-to Supercharge and Streamline Influencer Strategies

Identify & profile the right influencers.

Successful influencer strategies begin with identifying the right HCPs. Consider your target audience’s needs, planned activities, and desired outcomes. Building a diverse network of influencers across the regions, specialties, and demographics you serve ensures comprehensive coverage that will resonate with a wider audience.

Effective activation involves more than just selecting influencers. Establishing clear expectations, maintaining ongoing relationships, and implementing a robust pre-approval process are critical. Providing influencers with guidelines ensures compliance and mitigates potential risks.

Activate Influencers Leveraging the PASTOR Framework

The PASTOR framework is a powerful tool for influencer outreach. 

Focus on Data-Driven Content

Evidence-based content is the backbone of credible influencer marketing. Incorporating clinical trial data, publication highlights, and treatment guidelines adds value and establishes authority.

Upping Your Influence IQ and Engaging HCPs with Clout

In the digital age, HCP social media influencers have emerged as powerful allies for pharma marketers. Their ability to shape perceptions, drive decisions, and foster trust is unparalleled. By understanding the dynamics of influencer marketing and implementing strategic approaches, pharma marketers can harness the full potential of these digital thought leaders.

To explore more insights and connect with influential HCPs, register for Digital Pharma East and meet Sermo IRL! Together, we can shape the future of healthcare marketing through the power of influence.

Resources for physicians

A complete guide to paid physician surveys

Maximizing your survey earnings: Tips for physician survey participants

Side gigs for physicians: The best ways to earn passive & active income

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Where it pays to get choosy: A case study in stock selection

• Ibrahim Kanan
• Tony DeSpirito

The healthcare sector offers a compelling mix of defensive characteristics and growth potential driven by innovation. It also features ample dispersion that presents stock pickers with an opportunity to parse potential leaders and laggards in pursuit of above-market return.

As active equity investors , we’re not content to accept what the market has to offer. Our mission is to assess companies on their underlying fundamentals to target those stocks that we believe have the potential to outperform the broad market over a three- to five-year time horizon.

This mission takes on greater significance in what we see as a new era of more normalized interest rates and volatility ― an environment in which a rising tide no longer lifts all boats and stock selection becomes more important to portfolio outcomes.

While attractive opportunities are on offer across all sectors and industries, our daily work as stock pickers has revealed that the opportunity for selectivity is more prominent in some areas of the market ― a function of greater dispersion and industry-level nuance that can be concealed at the broad index level. Case in point: The tech sector led the market in the first half of this year, but the lion’s share of that return came from semiconductors ― the not-so-secret sauce to enabling AI.

More surprising may be the importance of selection in the healthcare sector. As shown in the chart below, healthcare ranks among the top three sectors for return differentiation across individual stocks. This suggests greater opportunity to apply fundamental research to parse potential winners and losers in pursuit of index-beating returns.

Healthy stock-picking opportunities Average return dispersion across selected sectors, 2003-2023

Source: BlackRock Fundamental Equities, with data from Refinitiv, Dec. 31, 2003-Dec. 31, 2023. Chart shows the average dispersion of annual return across the noted sectors in the Russell 1000 Index. Dispersion is defined as interdecile range, or the difference between the 10th (top) and 90th percentile of stock returns within each sector. “Remaining sectors” include energy, comms services, financials, materials, industrials, consumer staples, real estate and utilities.

We have felt this firsthand in our work analyzing stocks for inclusion in the BlackRock Equity Dividend Fund and BlackRock Large Cap Value ETF , where healthcare was the second-largest sector exposure and a top contributor to return despite relatively muted performance at the index level in 2023. (Healthcare returned 2% in 2023 versus an S&P 500 return of 26%.)

Parsing the opportunity in healthcare

The big picture around healthcare makes it an appealing sector for long-term investors. It tends to do relatively well no matter the economic backdrop, given that healthcare needs do not change with GDP. It benefits from the secular tailwind of aging populations, as age begets greater healthcare needs and associated increases in health-related spending. It’s also a diverse sector that is rife with innovation. And despite all of this, the healthcare sector has been trading at an attractive valuation that is below the broad market average.

Importantly, however, not all healthcare stocks offer the same appeal, and investing at the index level could expose portfolios to big risk. The reason: U.S. healthcare benchmarks include heavy weightings in mature pharmaceutical companies ― and these face an onslaught of revenue-busting patent expirations that could weigh on their performance, as well as that of the healthcare indexes.

What’s ailing U.S. pharma

When drug patents expire and cheaper generics come to market, drug maker revenues inevitably decline. Our analysis shows several major U.S. pharma companies losing patent protection on up to 70% of their revenue by 2030.

These companies’ profits are also at risk of disproportionate decline, as it’s usually the oldest and highest-margin products that are losing patent protection. This is because drug makers tend to increase prices incrementally each year after a new product launch. Their manufacturing costs, however, remain stable ― allowing gross margins to rise. Companies also spend less on marketing as a drug matures and gains popular recognition. By the time these drugs hit patent expiration and fall off a company’s line-up, they typically have grown to become the highest-margin products.

Another complicating factor: When a drug patent expires, the same sales force is selling one less product, rendering the business less productive. Companies must find something new to sell to justify the fixed cost of their sales force, or otherwise shrink their business. The options here are limited:

1) Spend more on research and development (R&D) of new products. The rub: Returns on R&D have been declining and the process requires substantial time.

2) Negotiate a deal to buy a (hopefully) blockbuster drug. The rub: Companies typically overpay on high expectations for an essentially unknown, never-marketed product.

At the same time, the Inflation Reduction Act (IRA) imposes further price pressure by giving Medicare the authority to negotiate prices on select drugs. That process is underway, with results (and potential price reductions) due in September.

Given all of the above, valuations of many U.S. pharma companies require close scrutiny. Pricing that underestimates the pending impact of the patent cliff can make some of these stocks “value traps” ― sporting a low price-to-earnings multiple that is actually much higher when accounting for their patent expirations and the associated earnings impact.

A “remedy” in active selection

Active stock pickers can seek to avert much of the risk at the index level by avoiding those companies most exposed and directing their investments to more interesting pockets of healthcare. Among them:

European pharmaceutical companies. In general, these companies face a much less severe patent issue and have better drug pipelines, offering greater return potential and quality on a par with U.S. counterparts.

Makers of GLP-1 “diabesity” drugs. GLP-1s are a notable exception to our U.S. pharma aversion. We believe these promising new therapies for diabetes and weight loss have ample runway as they just begin their success journey.

Drug distributors. The patent cliff can be a boon for drug distributors in that they are able to distribute generic alternatives, which usually offer higher profit margins than branded products. Plus, volumes are higher as more generics become available once patent protection lapses.

The above case study is just one example of how active stock selection can help to achieve alpha, or above-market return, through a deep understanding of sector-level dynamics. We believe the ability to parse potential winners and losers based on underlying company fundamentals and observations of the industry environment should bring increasing value to portfolios, especially against a backdrop of heightened market dispersion.

Insights from our Global CIO

Taking Stock: U.S. Equity Market Outlook

What’s next for markets? Tony DeSpirito, Global CIO of Fundamental Equities, shares insights on U.S. equities with a quarterly market recap and look ahead.

Equity investing for a new era: The return of alpha

When it comes to stocks, a rising tide is no longer lifting all boats. The era of easy money has ended, and the age of selectivity is on. Tony DeSpirito discusses how alpha, or above-market return, is poised to become a bigger driver of outcomes.

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• Leaders Speak
• Brand Solutions
• Popping the insights pill in healthcare marketing

• ETBrandEquity
• Updated On Aug 26, 2024 at 11:44 AM IST

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• Published On Aug 26, 2024 at 11:44 AM IST

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Bachelor of Science in Sports Marketing

This program is designed to prepare students to work on the business side of the sports industry. Graduates of this specialized marketing degree will be equipped to manage the sales, promotion, and advertising of athletic organizations or products. 

Students who complete the B.S. in Sports Marketing will be proficient in the following student learning outcomes: 

• Understand the transformation of the whole person through biblically based education for service to God and humanity. 
• Analyze the process and structure in sports events. 
• Evaluate the sports marketing environment and trends influencing marketers. 
• Create a proposal for the sponsorship of a sports-related sponsorship property (e.g., league, team or athlete).

Major Requirements

PE 310 Prevention and Care of Athletic Injuries 3

PE 315 Motor Learning 3

PE 335 Statistics for Health Professions 3

PE 340 Organization and Admin. of Physical Education 3

PE 490 or PE 491

PE 490 Research and Independent Study 1 - 3

PE 491 Research and Independent Study 1 - 3

PE 492 Internship for Health Professionals 3

BA 105 Introduction to Business 3

BA 302 Business Communication 3

HC 330 Legal Aspects and Ethics of Health Care 3

IS 250 Business Applications in Excel and Access 3

IS 315 Multimedia Applications 3

MK 301 Principles of Marketing 3

MK 343 Consumer Behavior 3

MK 345 Advertising Management 3

MK 350 Sales Management 3

MK 448 Global Marketing 3

MK 468 Retail Merchandising and Design Management 3

BI 112L Laboratory for Human Anatomy and Physiology 1

EC 282 Principles of Microeconomics 3

PY 351 Organizational Psychology 3

PY 421 Counseling Skills 3

Required General Education Selections

Science and mathematics .

(No Grade below C)

BI 111 Human Anatomy and Physiology 3

BI 111L Laboratory for Human Anatomy and Physiology 1

Biblical Studies, Health, and Wellness 

(no grade below C)

PE 211 Health Principles 2

Social and Behavioral Sciences

PY 101 Principles of Psychology 3

Technology 

IS 120 Microcomputer Applications 3

General Electives

Each course taken by the student may be applied to only one program: general education, major, minor, or free electives.

General Education Requirements

• CX Solutions
• Energy & Utility
• Travel & Hospitality
• Communications
• Financial Services
• Virtual Agents
• Flexible Workforce
• Customer Experience
• Case Studies
• White Papers
• Liveops Talent
• Why Liveops
• Sustainability
• Corporate Careers

Understanding Healthcare Compliance: Best Practices for Maintaining Standards

Ensuring compliance in healthcare is more than just a legal requirement; it’s the foundation for building trust, protecting patient privacy, and delivering quality care . For C-suite leaders overseeing healthcare contact center operations , understanding and implementing robust compliance practices is crucial.   

As healthcare regulations evolve, organizations must stay ahead by integrating best practices that not only meet but exceed compliance standards . At Liveops, we understand that true leadership in healthcare means staying informed, proactive, and prepared to navigate the complexities of compliance.   

This blog dives deep into the essential practices that can help healthcare organizations maintain compliance and secure their reputation in an ever-changing regulatory environment.  

Understanding the Compliance Landscape in Healthcare  

Healthcare compliance involves adhering to various federal, state, and local regulations designed to protect patient information, ensure fair practices, and maintain the quality of care.  

The Health Insurance Portability and Accountability Act (HIPAA) is perhaps the most well-known regulation, mandating the protection and confidential handling of protected health information (PHI).  

Yet, HIPAA is just one piece of a much larger puzzle. Other significant regulations include the Health Information Technology for Economic and Clinical Health Act (HITECH) , the Affordable Care Act (ACA) , and state-specific laws that may impose additional requirements.  

For healthcare contact centers, compliance isn’t just about protecting data – it’s about ensuring that every interaction adheres to regulatory standards. This includes managing PHI with utmost confidentiality, using secure communication channels, and maintaining thorough documentation for all patient interactions.  

Moreover, with the rise of telehealth and remote services, healthcare organizations must stay vigilant about compliance in digital communications, recognizing that technological advancements often come with new regulatory challenges.  

Key Compliance Standards for Healthcare Contact Centers  

To effectively position themselves as leaders in the healthcare industry , healthcare contact centers must prioritize several key compliance standards:  

• HIPAA Compliance: Beyond the basic understanding of HIPAA, healthcare contact centers should implement comprehensive policies and training programs that educate employees on PHI handling, secure data transmission, and breach notification procedures. 

Regular audits and risk assessments are essential to ensure that all measures are consistently applied and updated as necessary.  

• HITECH Act: As an extension of HIPAA, the HITECH Act emphasizes the importance of healthcare organizations, including contact centers, in protecting electronic health records (EHR).  

It is crucial to implement advanced encryption technologies and access controls to protect EHRs and prevent unauthorized access.  

• General Data Protection Regulation (GDPR): Although a European Union regulation, GDPR has implications for any organization dealing with EU residents’ data.  

Healthcare contact centers need to understand and comply with GDPR’s stringent data protection requirements if they serve international clients or patients.  

• False Claims Act (FCA): Ensuring compliance with the FCA involves understanding the risks associated with false claims and implementing rigorous checks to prevent fraudulent billing practices.  

Contact centers handling claims or billing inquiries must be trained to spot and address potential inaccuracies or fraudulent activities.  

• The Telephone Consumer Protection Act (TCPA): The TCPA regulates telemarketing calls, including those made by healthcare contact centers. It requires obtaining prior express consent from individuals before making automated calls or sending text messages.  

Healthcare contact centers must ensure they have the necessary permissions and that their dialing practices comply with TCPA regulations to avoid hefty fines and penalties.  

• The Sarbanes-Oxley Act (SOX): Although primarily focused on financial transparency and corporate governance, SOX can impact healthcare organizations that are publicly traded.  

Healthcare contact centers need to ensure that their financial practices, particularly in billing and financial data handling, comply with SOX requirements to prevent fraud and protect shareholders.  

• The Family Educational Rights and Privacy Act (FERPA): While FERPA primarily applies to educational institutions, healthcare contact centers that handle student health records must comply with FERPA’s privacy regulations.

This is particularly relevant for organizations providing services to school-based healthcare programs or handling student medical information.  

• The Controlled Substances Act (CSA): For healthcare contact centers that handle inquiries or services related to pharmaceuticals, the CSA requires strict compliance regarding the handling and dispensing of controlled substances.  

Contact centers must ensure that their processes align with federal regulations to prevent misuse or illegal distribution.  

• Section 1557 of the Affordable Care Act (ACA): This regulation prohibits discrimination based on race, color, national origin, sex, age, or disability in health programs or activities receiving federal financial assistance.  

Healthcare contact centers must train staff on these nondiscrimination requirements to ensure equitable treatment of all patients.  

• State-Specific Privacy Laws: Beyond federal regulations, many states have enacted their own privacy laws, such as the California Consumer Privacy Act (CCPA) and the New York SHIELD Act.  

Healthcare contact centers must stay informed about state-specific requirements, especially if they operate in multiple states or serve patients from various regions.  

Best Practices for Maintaining Compliance in Healthcare Contact Centers  

To effectively maintain compliance, healthcare contact centers should adopt a holistic approach , integrating best practices into every aspect of their operations:  

• Regular Training and Education: Continuous training programs are vital to ensure that all employees understand the latest regulations and how to comply. Training should be tailored to different roles, ensuring that agents, supervisors, and management are all aware of their specific responsibilities.  
• Implementing Robust Data Security Measures: Healthcare contact centers must invest in state-of-the-art cybersecurity measures, including encryption, firewalls, and secure communication protocols. Regular security audits and vulnerability assessments should be conducted to identify and mitigate potential risks.  
• Establishing a Culture of Compliance: Creating a culture of compliance means that adherence to regulations becomes a core organizational value. This involves clear communication from leadership about the importance of compliance and the consequences of non-compliance.  
• Utilizing Technology to Enhance Compliance: Leveraging advanced technologies, such as AI-driven monitoring tools, can help automate compliance checks and identify potential breaches before they become significant issues. These technologies can also assist in managing patient data, ensuring that all records are kept accurate and secure.  
• Regular Audits and Risk Assessments: Conducting regular internal and external audits helps to identify potential compliance gaps and areas for improvement. Risk assessments should be a continuous process, allowing the organization to stay ahead of new regulations and adjust its practices accordingly.  
• Engaging in Transparent Reporting and Documentation: Maintaining thorough documentation of all interactions, training sessions, and compliance measures is crucial. Transparent reporting practices not only help in the case of an audit but also demonstrate a commitment to regulatory adherence.  

Challenges in Healthcare Compliance and How to Overcome Them  

Despite the best efforts, maintaining compliance can present several challenges, particularly in a fast-paced contact center environment:  

• Keeping Up with Regulatory Changes: Healthcare regulations are constantly evolving, and keeping up can be challenging. Organizations should subscribe to industry updates, participate in professional networks, and regularly consult legal experts to stay informed about changes.  
• Balancing Compliance with Patient Experience: While maintaining compliance is critical, it’s equally important not to compromise the patient experience. Training staff to handle sensitive information respectfully and empathetically can help maintain a positive patient relationship while adhering to compliance requirements.
• Managing Remote and Hybrid Workforces: The rise of remote and hybrid work models adds complexity to maintaining compliance. Implementing secure, compliant remote work solutions and ensuring that remote workers receive the same level of training and oversight as in-office employees is vital.  

In Conclusion: The Path Forward for Healthcare Leaders  

As healthcare continues to evolve, so too does the compliance landscape. C-suite leaders in healthcare contact center operations must remain proactive in understanding these changes and implementing best practices to ensure ongoing compliance.  

At Liveops, we are committed to being at the forefront of healthcare compliance, leveraging our expertise to help organizations navigate the complexities of the regulatory environment.  

By fostering a culture of compliance, investing in technology, and staying informed about regulatory changes, healthcare leaders can position their organizations for success while safeguarding their reputation and maintaining patient trust.  

Avatara Garcia

Related resources.

Navigating Healthcare Financing: Ensuring Sustainable and Efficient Operations →

Innovative Approaches to Patient Care: Fostering Patient-Centered Coordination and Engagement →

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