Listen Now

Healthcare organizations rely on accurate data to make strategic marketing decisions and gain a better understanding of the patient journey. With Google announcing the end of Universal Analytics in favor of Google Analytics 4, healthcare groups are encouraged to migrate to the newer platform ASAP, before the automatic switch on July 1, 2023. Though GA4’s capabilities are beneficial, data is only stored by default for 2 months. That’s why it’s important for healthcare groups to stay informed to ensure a seamless transition with no lost data. On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock discuss: - The benefits of Google Analytics 4 and the migration process - What the healthcare industry can expect from reporting after migration - How Cardinal can help provider groups efficiently navigate this transition ADDITIONAL RESOURCES: GA4 Migration: What Healthcare Needs to Know - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/ga4-migration-what-healthcare-needs-to-know/ Healthcare Marketing in the Era of Cookieless Browsing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-cookieless-browsing/ Twitter    https://twitter.com/CardinalDM Facebook    https://www.facebook.com/CardinalDigitalMarketing LinkedIn    https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

The popularity of ChatGPT has been widely recognized, leading Google to create Bard, their own version of the chatbot. Bard hasn't officially launched yet, but the new AI is expected to have a huge impact on the healthcare industry and search engine optimization. It's important to note that while AI technology is a helpful marketing tool, to provide the most valuable content to patients, human strategy should remain at the forefront. On this episode of Ignite, our hosts CEO, Alex Mebrillo, Director of SEO, Jacquelyn Green and SEO Supervisor, Amber Ritchie discuss what Bard means for organic search, the impact AI has on healthcare, and what AI means for technical and content-driven SEO strategy. Twitter    https://twitter.com/CardinalDM Facebook    https://www.facebook.com/CardinalDigitalMarketing LinkedIn    https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

Typically, healthcare marketers often stay hyper-focused on new patient acquisition. Unfortunately, this stance means that many groups leave money on the table by ignoring a much warmer audience— the existing patient. On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Healthcare Marketing, Lauren Leone, dive into best practices that will help you reactivate your existing customers and drive revenue at your healthcare practice ADDITIONAL RESOURCES How to Reactivate Patients and Drive New Revenue Streams at your Healthcare Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/reactivate-patients-and-drive-new-revenues-at-your-healthcare-practice/ Twitter    https://twitter.com/CardinalDM Facebook    https://www.facebook.com/CardinalDigitalMarketing LinkedIn    https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

Patient education plays a vital role in healthcare marketing. By creating educational, authentic content, healthcare providers can better engage patients and encourage them to take a more active role in their own care. This leads to more accurate diagnoses, better health outcomes, and improved patient satisfaction. This week on Ignite, Cardinal’s CEO, Alex Membrillo is joined by special guest Theresa Porcaro, Marketing Director at Pelvic Rehabilitation Medicine. Join the two healthcare marketing experts as they explore patient education and best practices for incorporating it into your marketing strategy. Twitter    https://twitter.com/CardinalDM Facebook    https://www.facebook.com/CardinalDigitalMarketing LinkedIn    https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

Patient journey maps are a powerful tool that can revolutionize healthcare marketing. By understanding the different stages and touchpoints of a patient's experience, healthcare marketers can gain valuable insights into the challenges and opportunities they face. This leads to higher patient engagement, better outcomes, and a more comprehensive marketing approach. On this episode of Ignite, our hosts, CEO, Alex Membrillo, and SVP of Strategy and Analytics, Rich Briddock explore the significance patient journey mapping has in healthcare marketing and walk through how to effectively map the patient journey. Twitter    https://twitter.com/CardinalDM Facebook    https://www.facebook.com/CardinalDigitalMarketing LinkedIn    https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

Google is actively promoting the use of automation and AI in its advertising solutions. This shift is causing traditional "exact match" to become obsolete and the limitations of other keyword matching options are becoming increasingly apparent. To keep up with this change, advertisers are being pushed to use "broad match" type in their campaigns. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of Paid Media, Evan Ilgenfritz, discuss how Cardinal is approaching Google's shift to AI-powered solutions and share the results of our broad match campaigns. Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.facebook.com/CardinalDigitalMarketing  

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 impact it has on the healthcare industry as a whole.

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 Google Ads accounts. On this episode of Ignite, our hosts, Cardinal CEO, Alex Membrillo, and Director of Paid Search, Alex Kemp, discuss tactical Google Ads strategies for improving lead quality. ADDITIONAL RESOURCES 3 Ways to Improve Google Ads Lead Quality for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/improve-google-ads-lead-quality/ How to Improve Lead Quality for Healthcare Organizations - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/improve-healthcare-lead-quality/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 and engage this growing population, more healthcare providers are using TikTok as part of their marketing mix. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss the strategies and tactics that healthcare marketers can use to make the most of the TikTok, including: - The role TikTok plays in healthcare marketing - What medical specialties are most active on TikTok - How healthcare organizations can get started on TikTok Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 Strategy and Analytics, Rich Briddock, discuss: - The dangers of hyper-fixating on one goal - How to find a healthy balance between goals Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/    

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 the non-profit, tactics for reaching new providers and patients, and tips for a small budget. ADDITIONAL RESOURCES: 7 Healthcare Marketing Trends for 2023 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2023/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 the country. See you in 2023! Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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, never-before-seen capabilities to advertisers in the healthcare services space. While these newer systems provide a great deal of value, human oversight is still critical to ensure that leads actually turn into booked patients. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss the top PPC & Google Ads trends impacting the healthcare industry in 2023. ADDITIONAL RESOURCES: Healthcare PPC & Google Ads Marketing Trends in 2023 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-ads-ppc-trends-2023/ 7 Healthcare Marketing Trends for 2023 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2023/ 3 Ways to Improve Google Ads Lead Quality for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/improve-google-ads-lead-quality/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 Cardinal’s industry experts as we analyze where search is now and where it's headed in the new year. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Operations, Jacquelyn Green, discuss the top SEO trends impacting the healthcare industry in 2023. ADDITIONAL RESOURCES: Top Healthcare SEO Trends for 2023 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-seo-trends-2023/ 7 Healthcare Marketing Trends for 2023 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2023/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 positions. Because of this, SEO campaigns are often cut during times of economic uncertainty. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Operations, Jacquelyn Green, discuss: - Why SEO is hard to track - SEO roadmaps and how they measure impact - KPIs to measure SEO success at each stage of the funnel - How to tie SEO results to revenue ADDITIONAL RESOURCES: Your Blueprint for Measuring SEO Performance Across Multiple Locations - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-multi-location-seo-analytics/ Why You Should Insist on an SEO Roadmap [+Template]- https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/seo-roadmap/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 SEO, Operations, Jacquelyn Green, share: - Why healthcare groups need robust content and what that means - How to expand pages beyond your service offering - How robust content varies between healthcare specialties - Examples of in-depth content for every step of the patient journey ADDITIONAL RESOURCES: SEO Ranking Factor – How Thin Content Hurts Site Ranking and the Patient Experience - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/seo-ranking-factor-thin-content/ Google’s Helpful Content Update & Impact on Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-helpful-content-update-impact-on-healthcare/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 are looking for. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Technical & Strategy, John McAlpin, discuss: - Why keyword research is so important in the healthcare industry - How search intent impacts keyword research - How to segment keywords throughout the funnel - How healthcare groups can identify keywords - The best tools and platforms to use when conducting keyword research ADDITIONAL RESOURCES: Understanding User’s Search Intent for Better Keyword Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-to-use-search-intent-for-keyword-research/ 4 Steps to Developing a Keyword Strategy That Drives Appointments - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-keyword-strategy-medical-practice/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 essential to understand each option. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss: - The differences between a house of brands vs. a master brand structure - How brand structure impacts your growth strategy - A hybrid brand strategy and what it may look like - How to find marketing efficiencies within each structure ADDITIONAL RESOURCES: MSO Brand Management: One House vs. House of Brands - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-strategies-branded-house-vs-house-of-brands/ DSO Marketing: Branded House vs. House of Brands - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-marketing-branded-house-vs-house-of-brands/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 implement SEO best practices. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and Director of SEO, Technical & Strategy, John McAlpin, discuss: - What the Google Helpful Content update is - How the update differs from previous updates - Who will be affected, and the impact it will have on them - What “helpful content” looks like in the healthcare industry - Best practices for creating a full-funnel content strategy ADDITIONAL RESOURCES: Google’s Helpful Content Update & Impact on Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/google-helpful-content-update-impact-on-healthcare/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/  

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 Leone, and SVP of Strategy and Analytics, Rich Briddock discuss : - How to use Facebook to reach healthcare audiences - How to navigate new data restrictions - When to start investing in Facebook - How to get the most out of your efforts - What a full-funnel strategy is and how to implement - The best approach for building the right audiences How to Engage Patients with a Full-Funnel Facebook Ads Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-facebook-ads-strategy/ Should Your Healthcare Organization Invest in Facebook Ads? - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/should-healthcare-organization-invest-facebook-ads/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/