Question Mark: What new things should I budget for in 2017?

Mark Shipley answers your healthcare marketing queries

Q: What new things should I budget for in 2017?

A: Mostly new digital media and content creation


So, there is a lot of pressure out there to go digital and what we found is that when you do digital only campaigns they don’t work as well as campaigns that have some traditional elements involved like as a television drive-to-web strategy.

Having said that, digital advertising is still important and should be the  bulk of your advertising budget. New things in digital you should look at might be native advertising, which is on the rise particularly on Facebook, Instagram, and Twitter.

You should also consider mobile advertising as part of your strategy. Mobile is on the rise. Mobile advertising spend is up 66 percent. I can probably say mobile three more times. Also, invest in things that are starting to become popular such as Snapchat and Facebook Live.

Lastly, invest in good content. Content is really really important. You need it to be better than your competitors, and you can spend more money on content creation today because it costs less to promote it.

Want to learn more about budget planning? Then, download this white paper “Budget Planning for Hospital Marketing.”