Question Mark: What is focused marketing and how can it help my hospital?
Mark Shipley answers your healthcare marketing queries
Q: What is focused marketing and how can it help my hospital?
A: Targeting niche audiences with focused messaging to better compete with national brands
Today’s question is, what is focused marketing and how can it help my hospital? Today it’s becoming really difficult for regional and local hospitals to compete for search because you have national brands like WebMD and Cleveland Clinic and Mayo Clinic and Johns Hopkins that are dominating search results for clinical information. What focused content allows you to do is actually compete for that clinical search result with information that is more specific to your audience that you’re reaching out to.
For instance, if you want to target seniors for total joint replacements, you might want to create content around things that seniors do. like pickle ball. The bottom line is, if you want to be able to compete in search, you need to be able to create focused content that is going to attract niche players because you can’t compete for general clinical information with these big national brands.
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