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Using Patient Personas for More Effective Healthcare Marketing

If someone were to describe a process that involves gathering facts, pointed questions of patients and ultimately using the results to make a determination, you’d say it sounds a lot like a diagnosis, right? And for healthcare marketers, a patient persona, in many ways, is just that, a type of diagnosis, and one that’s equally crucial in determining your own, best course of action going...

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How to Become a Healthcare Industry Thought Leader

It’s rather safe to say that physicians and healthcare practitioners earn more surnames, adjectives, and professional titles than those working in most any other industry. Aside from the traditional distinctions like MD, LPN, CNA, and PA, there are endless specialties, everything from bariatrics, to geriatrics, to pediatrics, and so on. It seems that in healthcare especially, everybody is an...

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Generation Jones: Marketing Healthcare to Young Baby Boomers

While some debate still lingers about what exactly to call “young” Baby Boomers—those born between, say, 1955 and 1964—universally known and accepted is this segment’s unprecedented impact on the healthcare industry, and its critical importance to healthcare marketers as a result.

In terms of size, income, and standard of living, this distinct population segment is different—and perhaps more...

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The Three Cs of Physician Reputation Management

Have you ever Googled your name or the name of your medical practice and observed the top-ranking search results? Well, it’s safe to say that your patients have. Recent estimates confirm that eight in 10 patients report searching online for health-related information, and some even suggest that 62 percent of patients use third-party health ratings sites to compare and select their physicians.

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Essential Features of Today’s Hospital Websites

Today there is no other digital marketing tool that can contribute more to your marketing results than a great website. In the past couple of years, hospital websites have evolved from glorified online brochures and branding tools to robust marketing engines that, when done right, serve as major hubs of outbound and inbound marketing activity and weave digital strategies together.  In the...

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Two Truths and a Lie about Physicians and Social Media

Social media has been widely adopted across many industries as a vital component of any well-rounded digital marketing strategy, and physicians are rapidly joining the ranks. In fact, a recent study found that over 70% of primary care physicians and oncologists are now using social media to read and disseminate health information. 

Many late adopters and even those who are currently active on...

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Three Simple Ways for Hospitals and Physician Practices to Improve Google Local Search Rankings

There are hundreds of sophisticated marketing tactics that can take your hospital or medical practice to the next level, but you must start with the basics: can patients find you?  There was a time when people in your town who needed your medical care picked up the Yellow Pages and went to the physician or hospital section, but now they’re finding you online.  Or are they?

Attempting to make...

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Be Inspired: 3 Ways to Originate the Content Your Patients Want

There’s an insatiable need for consistent, quality healthcare content, and with a vast universe of topics at your disposal, part of the challenge is knowing where to start, and how to be proactive in finding topics that strike a chord with patients. So, what’s the answer?Worthwhile content ideas aren’t as elusive as you may think! People naturally exhibit strong emotional attachments to their...

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The Art and Science of Lead Generation for B2B

Whether you are in healthcare marketing, or any business to business industry that needs sales leads, the process of lead generation can seem overwhelming. The good news is the cycle is basically the same, regardless of the industry you are in. But where do you start? Once you understand your customer's journey, you can give prospects the tools they need to make better decisions—including a...

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Knight Marketing Begins a New Chapter

After more than 17 years in business, Knight Marketing is beginning a new chapter: it became part of a global marketing group, Imprezzio Media, on August 20, 2015 when it was acquired by the group’s Spokane, WA-based holding company, DaRK Capital.  The company employs approximately 200 people in locations through North America and Europe.

The Knight Marketing team from left: Ryan Hoevenaar,...

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