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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
 
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…
 
To help patients in the digital era, you need to be able to reach them online. One of the best ways to do so is through social media and, more specifically, Facebook. If you want to maximize your healthcare organization’s reach, build brand awareness, and nurture prospects until they’re ready to visit your office, then you need to consider Facebook…
 
For an industry that depends on the ability to reach people and provide care, healthcare still struggles to keep up with the latest digital marketing trends. Marketing technologies can help your healthcare organization elevate the patient experience and drive serious bottom-line results. Cardinal Digital Marketing CEO, Alex Membrillo, and SVP of He…
 
If healthcare organizations want to rank on the first page of Google, they need a solid SEO foundation. That means having a scalable, organized, and efficient website that supports your content strategy and a strong backlink portfolio that tells Google your website is reputable. In this episode of Ignite, CEO, Alex Membrillo, and SEO Director, John…
 
The COVID-19 pandemic has fundamentally changed the way people receive care, and an unprecedented number of providers and patients have tried telehealth. As we adjust to post-pandemic life, many are questioning telehealth’s staying power. Will consumers continue to use virtual care? In this episode of Ignite, CEO Alex Membrillo and SVP of Healthcar…
 
Conversion rate optimization (CRO) is more than just design or analytics. It's about understanding human behavior centered around motivation. As a healthcare marketer, you want to make it easy for a user to convert into a patient. By creating ads, landing pages, and content that appeals to people’s aspirations, you’ll be able to persuade them to ta…
 
In the healthcare industry, inbound phone calls have always played a significant role in the patient’s journey. By tracking calls with a dynamic solution such as CallRail, you can not only improve your practice operationally, but you can also use data synced to Google Ads and Google Analytics to optimize your ad campaigns in real-time. In this epis…
 
As search algorithms have become more sophisticated and able to provide better results, user behavior has evolved. Instead of searching with fragmented keywords, longer, more conversational queries are now the norm. Google trends analysts note that about 15% of daily searches have never been searched before. CEO, Alex Membrillo and SEO Director, Jo…
 
Research shows that 60% of patients have decided against a healthcare provider based on negative online reviews. Your online reputation is too important to neglect. It influences patients’ perceptions of your brand and determines if they’ll choose your healthcare organization when conducting research online. SVP of Healthcare Marketing, Lauren Leon…
 
In July, Google Ads will be rolling out a new update for its platform. They are taking away broad match modifiers and replacing them by expanding phrase match. By doing so, advertisers will be able to target a more-specific audience; their ads will match the intent a user is searching for. CEO, Alex Membrillo and VP of Paid Media & Analytics, Rich …
 
In the past year, the healthcare industry has experienced tremendous uncertainty and economic instability. Many questions remain on what the future of healthcare looks like and how marketers can connect with healthcare consumers. To help healthcare organizations navigate these challenging times, we conducted a survey with more than 100 healthcare m…
 
Google has big things planned for 2021. Several updates that have been postponed due to the pandemic are finally making their debut. Cardinal’s Director of SEO, John McAlpin, reviews Google’s mobile-first indexing and ranking shift and the upcoming Core Web Vitals update. Both will impact healthcare organizations and you need to get your website re…
 
Smart marketers know it’s not SEO versus PPC; you need both. Alex and Lauren discuss how these two foundational tactics work together to increase brand awareness and your visibility on search. They answer the top question people ask: Where do I start? And outline an approach that marketers can use to build their SEO and PPC foundation and prioritiz…
 
The battle that has been brewing between Apple and Facebook is coming to a head and marketers need to prepare their digital advertising campaigns. As Apple’s iOS operating system upgrades to version 14, it is introducing privacy policies that will affect how Facebook handles ads. Our Director of Paid Social, Landon Daugherty, reviews the changes an…
 
This episode of Ignite takes a look at the biggest changes that have occurred in healthcare marketing in the past year. Alex Membrillo and Lauren Leone, SVP of Healthcare Marketing, discuss how the pandemic has accelerated virtual care adoption, shifted marketing messaging, and pushed more healthcare organizations online as they try to recoup patie…
 
Welcome to the new Ignite Digital Marketing Podcast. We’re bringing together Cardinal’s top healthcare marketing experts to share the high-level digital strategies and tactical advice that will help you reach more patients and grow your organization. This week’s episode introduces our experts: * Lauren Leone, SVP of Healthcare Marketing * Rich Brid…
 
Amy Marshall walks us through how the healthcare industry must pivot business to provide COVID services to increase revenue through trying times. The willingness to change your business model within healthcare marketing will help keep your business afloat.
 
Paul Gross walks us through how the evolution of optometry marketing through the years has moved more to digital marketing to increase sales for National Vision. Then, he explains how personalizing ads and tailoring content for specific posts in certain areas will make the biggest difference in marketing successfully.…
 
Matt dives into everything from CRM to e-mail automation & advertising options that all live within the Salesforce ecosystem.
 
From SEO to PPC and Review Generation, Kurt and I cover all of the quickest wins to help achieve growth in a multi-local group.
 
Cody walks us through how you can get buy-in for your maketing campaigns and how to keep yourself sharp amidst the changing world of digital marketing. Finally, we delve into how you can work on your attribution solution (that ryhmed!) without any fancy tools.
 
Leslie Gibbs is wasting no time in prioritizing technology & lead generation at Modern Vascular. Listen in to hear all the marketing tactics she is deploying!
 
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