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Each week, the Ignite Digital Marketing Podcast digs into the digital strategies and tactics that help healthcare organizations accelerate growth. In 10-minute episodes, Cardinal’s digital marketing experts share the latest SEO, PPC, and paid social strategies, news, and tools that will help you build your digital presence and attract more patients.
 
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show series
 
AI technology is revolutionizing the way we approach mental health, including, increasing access to care, and improving patient outcomes. Join Cardinal’s CEO, Alex Membrillo and Sr. Director, Commercial Intelligence at Woebot Health, Chris Hemphill as they take an in-depth look at the current and future state of AI in mental healthcare and the impa…
 
Not every lead is a good lead, especially in the healthcare vertical. Without robust lead quality control measures, incoming leads may end up not converting into booked appointments, which wastes time and money. To increase lead quality, lead-to-sale conversion rates, and revenue in a CRM-less world, healthcare marketers must take control of their …
 
Healthcare consumer behavior is changing. Instead of going to a doctor, many turn to social media for help. According to a survey done by Charity RX, 1 in 5 Americans will consult TikTok for healthcare advice before their doctor. When it comes to sensitive health topics, people report feeling more comfortable seeking information virtually. To reach…
 
There are two common goals in healthcare marketing: increasing patient volume and decreasing cost per acquisition (CPA). As we enter the new year, it’s important for organizations to find a balance between the two when determining their marketing strategy. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of S…
 
From print marketing to Google Ads and everything in between, Cardinal’s CEO, Alex Membrillo, and Director of Marketing and Communications at BostonSight, Michele Hart, cover all aspects of the marketing mix. Join the two healthcare marketing experts as they discuss: BostonSight’s marketing strategy for 2023, the impact a recessive economy has on t…
 
With 2022 coming to an end, join Cardinal’s CEO, Alex Membrillo, as he reflects on this past year and prepares for 2023. Ignite Healthcare Marketing Podcast will be back in January, and we have a lot of great content in store, including healthcare marketing trends, tactical media recommendations, and guest appearances from healthcare experts around…
 
With 2023 right around the corner, it’s time to consider the PPC & Google Ads trends that will have the biggest impact on search marketing and patient acquisition in the new year. The PPC ad landscape is changing as new channels and tools emerge. Advancements in AI and algorithmic have led to automated systems that can now deliver significant, neve…
 
As the end of the year approaches, now it is the time to investigate the search engine optimization (SEO) trends that will make impact healthcare marketing in 2023. Google is continually refining its ranking algorithm, which means healthcare marketers must stay informed of the latest trends if they want to build a dependable patient pipeline. Join …
 
It's vital for healthcare groups to build an organic presence on the search engine results page (SERP) if they want to reach potential patients. To get on the first page, they need to invest in SEO. However, many organizations struggle with SEO because they don't see an immediate return on their investment. SEO takes time to gain top ranking positi…
 
Compared to other search optimizations, the expansion of thin content can make the biggest impact for healthcare providers. Not only does robust, in-depth content improve patient experiences, but it also makes Google happy—ultimately improving rankings. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of…
 
Keyword research is essential to any successful SEO campaign. To conduct effective keyword research and develop a strong keyword strategy, it’s vital that healthcare organizations have a deep understanding of their patients and how they search for information online. Understanding search intent can ensure that your content aligns with what patients…
 
When a new management services organization (MSO) is formed and consolidates healthcare groups or later acquires additional brands, it's crucial that they have a solid multi-brand strategy. The discussion between having a house of brands vs. one brand structure is prevalent throughout the healthcare industry. To choose the best strategy, it’s essen…
 
Google’s latest “Helpful Content” update continues to prioritize user-centric content over articles written only for its algorithm. As a result, it has become increasingly important for healthcare organizations to have a robust full-funnel content strategy that answers patient questions at each stage of the patient journey while continuing to imple…
 
As Q4 begins, now is the time to evaluate your media performance and develop tangible goals to guide you in the new year. To create well-defined goals that guide your digital marketing strategy, it is important to understand why goal setting is important and what steps are needed to achieve them. On this episode of Ignite, our hosts, SVP of Healthc…
 
The release of iOS 14 had a major impact on Facebook advertisers. The update removed data availability and made it harder to target and build audiences. However, despite changes to the platform and new restrictions, Facebook is still a valuable tool for healthcare marketing. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren …
 
Due to current economic uncertainty, many healthcare groups have become more cautious with their budgets and are looking for ways to reduce ineffective marketing activities. By optimizing their PPC campaigns, healthcare organizations not only eliminate unnecessary spending but also improve campaign performance. On this episode of Ignite, our hosts,…
 
The healthcare industry continues to face ongoing labor shortages which is resulting in employee burnout, poor operational efficiency, and low capacity limits. In order to mitigate the impact of staffing shortages, it is important to understand how marketing technology can help improve operational efficiencies and prevent turnover. On this episode …
 
Due to nationwide staffing shortages, the healthcare industry continues to struggle with provider recruitment. An organization's ability to attract and retain skilled physicians and healthcare workers impacts its growth and the patient experience. The first step in developing a solid talent pipeline is creating a strong outreach program. On this ep…
 
To meet ambitious growth goals, healthcare groups need to invest in demand generation media strategies. But before healthcare groups can begin demand generation efforts, they must first have a strong demand capture strategy. On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock discuss: - The di…
 
When a multi-location healthcare group is trying to grow, having an effective marketing analytics framework is essential. How can organizations with ambitious growth goals set themself up for good reporting? On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock, dive into the marketing analytics…
 
No matter the economic climate, there is value in understanding potential economic pressures and market challenges, as well as having a plan in place to overcome them. How can healthcare marketers create a business strategy that will maximize their budget and keep them aligned with leadership? On this episode of Ignite, our hosts, CEO, Alex Membril…
 
When bringing a new MSO online, private equity groups and their partners need a repeatable marketing strategy that they can easily scale across acquisitions. Proper planning at this stage ensures that they’ll have a digital marketing foundation that can grow with them and allow them to maximize efficiencies. On this episode of Ignite, our hosts, CE…
 
As your healthcare group expands, you need de novo offices to be profitable from day one. This means it is imperative to have an effective marketing strategy before your new office opens. But where do you start? On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, discuss how to develop a de novo…
 
The first 90 days are pivotal to all new healthcare chief marketing officers (CMOs). How can you ensure that you’re in alignment with your executive team and meeting expectations? On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, breakdown what the first 90 days as CMO of a healthcare organiza…
 
We’ve been MIA, but that’s because we are evolving! Our mission is to help healthcare organizations reach and engage new patients, so they can get the care they need. With this in mind, our main focus has been developing a new website, creating new content for high-growth healthcare organizations, and expanding our service offerings. We’ll be back …
 
In the past five years, there has been tremendous growth in the world of digital advertising. Machine learning and algorithms continuously improve to help digital advertisers reach and engage the right audience. The key is finding the perfect balance between artificial intelligence and marketers’ ingenuity. They each have their unique strengths and…
 
Have you found yourself stuck with an SEO problem and have no one to turn to? Well, you’re not alone! We asked healthcare marketers far and wide if they had one question about SEO, what would it be? We then gathered those questions and posed them to Cardinal’s SEO experts in this episode of Ignite! Join our hosts, CEO Alex Membrillo, Director of SE…
 
If you are a digital advertiser, you know how important ad creative is to the performance of your campaigns. When managing your ad creative you must juggle different headlines, images, text, and CTA options for different placements, across different devices. But great ad creative doesn’t start there. It starts by understanding the patient journey, …
 
Healthcare organizations need to move their paid search campaigns from an efficiency-based optimization strategy to an effectiveness-based optimization strategy. Why? Because more healthcare marketers are realizing that low cost per lead isn’t always a good thing. It could result in low-quality leads. High quality leads that actually become patient…
 
What if cookies go away? With iOS updates, platform changes, and privacy concerns plaguing advertisers; healthcare marketers must seek alternate tactics to collect data. That’s where first party data comes in. First party data is information collected directly from the healthcare consumer. With care and an eye on HIPAA compliance, healthcare market…
 
It’s no secret, there is an ongoing battle between SEO and website user experience (UX), as each discipline considers their own priorities when it comes to web design. After all, you want your site to be full of content and keywords to help search engines find you, but you also want your site to be easy to navigate and to convert visitors to patien…
 
Want more conversions from your website? You might have implemented some of the best practices like fast page speed, a clear path for visitors, and a mobile experience. But for top-converting websites, these best practices only scratch the surface. For a deeper dive, join our hosts, CEO, Alex Membrillo, and SVP of Performance Marketing, Rich Briddo…
 
Today’s healthcare consumers rely on search engines to find providers that can help improve their quality of life. And where are they looking to find these providers? The first page of Google. It’s no secret - you need to be ranking highly on Google to make sure healthcare consumers can find you. But you also need to have a solid website that is bu…
 
What do your patients care about? That is the first thing you need to think of when developing an offer for your healthcare organization. Once you’ve narrowed that down, you can then start building out your unique offering(s). No doubt, you need to stand out above the rest. Not only do you have to provide an offer that your patients care about, but…
 
Can you believe the year is almost through? It’s true, and it’s time to start planning for 2022. Your competitors certainly are. As we look to 2022 and beyond, here are the digital marketing trends we’re keeping an eye on. Our hosts, CEO, Alex Membrillo, SVP of Performance Marketing, Rich Briddock, and SVP of Healthcare Marketing, Lauren Leone, dis…
 
Marketing for healthcare organizations and medical practices presents a set of challenges unlike any other industry. A thorough understanding of how to overcome these hurdles is required for success in healthcare marketing. Tune in to our 30th episode of Ignite as our hosts, CEO, Alex Membrillo, SVP of Healthcare Marketing, Lauren Leone, and VP of …
 
The end of 2021 is approaching quickly, and we are entering that time of year where healthcare organizations start planning Q1. What should healthcare marketers continue to implement in 2022, what marketing practices should they adopt, and what should they leave in 2021? On this episode of Ignite, our hosts, CEO, Alex Membrillo, SVP Healthcare Mark…
 
Personalization is the key to creating lasting relationships with patients. And while many were slow to adopt this mindset, most healthcare providers now know what they must do. Engaging today’s patients requires knowing and accommodating each patient’s communication preferences, personal needs, and healthcare-shopping habits. Providers who deliver…
 
How can a private equity firm get the most from a multi-location healthcare acquisition? Find and take advantage of efficiencies, restructure the website to support multiple locations, and do so while following SEO best practices. In this episode, our hosts, CEO, Alex Membrillo, and SEO Director, John McAlpin, discuss why and when you should merge …
 
Structuring your marketing team is a huge undertaking. Marketing is an ever-changing industry, and as the industry changes, so do team structures and job roles. Depending on the size of your healthcare organization, it might make sense to keep certain roles in-house. Others might need to take some in-house marketing struggles and outsource them to …
 
Too often, healthcare organizations waste time and money on the wrong digital marketing strategies. They focus on the wrong channels, use outdated best practices, neglect to test, or chase the latest hyped-up marketing strategy. On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone dig into the top…
 
The pandemic disrupted the hospital and doctor referral pipeline, and a once steady pipeline of referrals dried up. While referrals have resumed, the pandemic revealed the vulnerability of relying on one patient source. In this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone discuss how defining your…
 
In fiercely competitive healthcare markets, your patient experience can differentiate you from other providers. Healthcare consumers expect the same level of convenience and service they find in other aspects of their lives. If it’s difficult to schedule an appointment, your website is outdated and cumbersome to use, or if your customer service lac…
 
If you’re generating a steady flow of website traffic, but your lead volume is low, your website experience might be to blame. Healthcare consumers have high expectations and will quickly bounce if they don’t find what they need. If you want to improve your conversion rates and generate more leads, you should consider conversion rate optimization (…
 
As a healthcare marketer, how do you measure the effectiveness of a marketing campaign? In website traffic, clicks, or direct sales? While digital platforms make it easier to track engagement and conversions, determining marketing ROI can be difficult if you don’t have a plan. In this episode of Ignite, our hosts, CEO, Alex Membrillo, and VP of Ana…
 
Why does link building matter for your healthcare organization? You don’t just need patients to find you; you need Google to find you and source you as a credible, trustworthy, and authoritative site. Our hosts, CEO, Alex Membrillo and SEO Director, John McAlpin, discuss specific strategies and tactics healthcare marketers can use to develop their …
 
What is it that makes your healthcare organization stand out in a crowded digital atmosphere? Defining your unique selling proposition (USP) is the first step in determining what makes you different and why patients should choose to visit your practice. If you can't identify your USP, you'll have a hard time convincing patients to visit your practi…
 
Google’s algorithmic strategists continuously refine their approach. They have thus given us Smart Bidding. Essentially, smart bidding uses artificial intelligence (AI) to supercharge your auction strategy - your ads will appear for interested and highly targeted users. Smart bidding is the future of digital advertising. Listen to our hosts, Cardin…
 
Why are you sending a request for proposal (RFP) to a marketing agency? Your healthcare organization is probably looking for a quality partner to enhance your strategy and help you get patients the care they need. Listen to this episode of Ignite as our hosts, CEO, Alex Membrillo and SVP of Healthcare Marketing, Lauren Leone, discuss how to create …
 
Since Google began, they’ve had the goal of becoming more conversational in their search queries. Instead of forcing users to search with specific keywords, they want to make search more chat-friendly and easy to use. At the Google I/O Developer Conference in May 2021, they released two new conversation technologies: LaMDA (Language Model for Dialo…
 
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