How to Become a Healthcare Industry Thought Leader

Posted by Tracy Knight on Jul 26, 2016 12:09:14 PM



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 expert in something, which makes one wonder why more physicians and healthcare professionals have yet to earn—or perhaps claim—the rightful role of “thought leader” among patients, their community, and their own respective segments of the broader healthcare industry.

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Topics: Brand, Marketing, Healthcare Marketing, Healthcare Content

Generation Jones: Marketing Healthcare to Young Baby Boomers

Posted by Tracy Knight on Jun 23, 2016 10:43:07 AM




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 powerful—than any other mainstream demographic in history. And while given various monikers like “Generation Jones” or “shadow Boomers,” or even clustered together as part of Generation X, this group, which today includes adults ages 52-61, will demand and consume more healthcare services than any other in U.S. history thus far. Just consider these facts and figures: 

  • Size: Conservative estimates peg the total Baby Boomer population around 76 million, with young Boomers representing slightly more than half, at 38 million+
  • Affluence: The 55+ age group controls more than three quarters of the nation’s total wealth, according to Forrester Research
  • Standard of Living: Boomers exceeded the previous generation’s living standards by a huge margin, outconsuming their parents by 50-60 percent on a per capita basis, and living longer to boot

Marketing healthcare services to young Boomers, though, requires a special understanding of their unique needs and usage patterns. For example, these health-conscious consumers utilize technology differently than other generations, and aspire to participate more actively in their own care.

It’s likely, however, that providers who take proper steps today to engage young Boomers will enjoy sustainable relationships for the next 20 years or more. Here are several ideas for making the most of this tremendous generational opportunity. 

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Topics: Healthcare Strategies, Healthcare Marketing

The Three Cs of Physician Reputation Management

Posted by Tracy Knight on May 18, 2016 12:00:00 PM


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.

The problem, for doctors at least, is that upwards of half don’t have a strategy or conduct activities to manage their online reputations on these sites and elsewhere across the internet. These online interactions are occurring each day, and perceptions about physicians and the quality of care they provide are being shaped without them.

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Topics: Social Media, Healthcare Content, Reputation Managment

Essential Features of Today’s Hospital Websites

Posted by Tracy Knight on Apr 27, 2016 12:39:02 PM


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 future, they will likely be the main gateway for the majority of patient communication and records.

Read on to behold the form and functional aspects that typify some of today’s best and most usable hospital websites, and make these components among your highest priorities as you focus your attention on continually expanding and improving your own site. 

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Topics: Healthcare Marketing, Healthcare IT, Hospital Websites, Website Design

Two Truths and a Lie about Physicians and Social Media

Posted by Tracy Knight on Apr 1, 2016 1:54:41 PM


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 social media, however, report some trepidation. Perhaps it’s a generation gap in “old school” doctors who aren’t hip to the new wave of technology. More likely, though, it’s a lack of knowledge about prudent and productive social media principles, and lingering fears about privacy and compliance, that’s to blame.

Here’s how to separate fact from fiction when it comes to social media practices, including two truths you can believe in, and an all-too-common myth to dispel once and for all!

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Topics: Social Media, Healthcare Marketing, Healthcare Content

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

Posted by Colan Nielsen on Mar 8, 2016 11:57:37 AM

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 sense of the ever-changing algorithms that define Google and other search engines—and determine whether you show up in a search—can be overwhelming.  Where does a local medical practice or hospital begin?  The answer for that is Google Local.

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Topics: Healthcare Marketing, Google Local, SEO

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

Posted by Tracy Knight on Feb 18, 2016 1:09:47 PM

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 health, and in fact, the third most popular thing people do online is search for healthcare content that meets their unique needs. So in an environment where content lies at the center of any effective inbound marketing strategy, here are three methods for deriving your next great content ideas.

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Topics: Healthcare Strategies, Healthcare Marketing, Healthcare Content

The Art and Science of Lead Generation for B2B

Posted by Tracy Knight on Feb 9, 2016 11:56:38 AM


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 purchase from you. 

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Topics: Marketing, Lead Generation

Knight Marketing Begins a New Chapter

Posted by Tracy Knight on Sep 22, 2015 1:27:21 PM

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, Ticia Mahler, Julianna Nova, Anne Elhajoui, Tracy Knight, Renee Ceresznye, Marie Munoz, Jennifer O’Brien and Colan Nielsen (after walking outside in Florida).

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Focus Groups—What Should It Cost?

Posted by Tracy Knight on Sep 14, 2015 1:32:06 PM

Focus groups are easy: throw a handful of people in a room, ask them questions about your product, service or company, and voila!  Marketing insight.  Shouldn’t cost much at all, right?  You can certainly conduct focus groups that way, but only if you don’t really care about the validity of the research and don’t need to use it to develop your marketing. 

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Topics: Market Research, Focus Groups