Ignite: Healthcare Marketing Podcast

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 Dialogue Applications) and MUM ((Multitask Unified Mode...

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 advertising. In this episode of Ignite, our hosts...

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 Healthcare Marketing, Lauren Leone, discuss the best...

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 McAlpin, first dig into the foundational componen...

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 Healthcare Marketing Lauren Leone discuss the future of tel...

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 take the actions you want. They'll feel understood a...

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 episode of Ignite, SVP of Healthcare Marketing, Lauren...

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, John McAlpin, discuss how user behavior and semantic...

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 Leone, and CEO, Alex Membrillo discuss the role online...

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 Briddock discuss the ins and outs of the Google Ad...

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 marketers, executives, and providers on their top 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 ready if you want to maintain your rankings. John sh...

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 prioritize their digital investments. Lastly, they share wa...

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 and shares recommendations to mitigate any negative...

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 patient volume.

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 Briddock, SVP of Media Strategy & Analytics * John McA...

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!

Hernando walks us through how he is growing NYP, one of the world's premier medical institutions affiliated with the renowned medical schools of Columbia and Cornell, is a leader in medical education, groundbreaking research, and innovative, patient-centered clinical care.

Chryssa walks us through the variety of marketing & branding strategies she uses to maitain PHMG's status as the top dog in town.

Blair shares phenomenal tips on how he is adding online scheduling, more centers, and quicker visits to grow OrthoCarolina!