Healthcare Brand Growth Blog

5 Tips to Distinguish Your Healthcare Brand From Your Competitors

You hear the word “Brand” a lot when discussing marketing, and you know you have a Brand, but what is it? Of course your name and logo are a part of your healthcare Brand; however, there’s so much more to it.

Your healthcare Brand is your identity: everything that comes to people’s minds when they hear your name. This includes your story, your products and services, your promises, your tagline and your customers’ experiences. Your Brand is a representation of your entire practice, and it demonstrates to patients what they can expect from you and why you’re different from that practice across town.

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Jim FlynnJim Flynn

The Ins and Outs of The Healthcare Content Marketing Marathon

Content marketing is a fundamental component of inbound marketing. It has the potential to increase patient volume while simultaneously building relationships with your current patients. Since patients are already researching online to find the information they want, instead of trying to provide them with information at the wrong time – such as with a pop-up ad on an unrelated YouTube video – provide information for patients to find when they’re ready.

However, creating and publishing healthcare content isn’t a one and done event. So here is everything your healthcare Brand needs to know to successfully maneuver the content marketing marathon.

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Jim FlynnJim Flynn

Benefits to Measuring and Analyzing Your ROI

According to Investopedia, return on investment (ROI) is a performance measure used to evaluate the efficiency of a number of different investments. Your ROI measures the amount of return on an investment related to that investment’s costs. It is part of your marketing analytics and serves as a benchmark for your marketing strategies.

With all of the different data and metrics that we can measure, what makes your ROI valuable to your overall marketing efforts? Measuring and analyzing your ROI can benefit your Brand and marketing strategies by increasing their effectiveness and building the foundation for successful future campaigns.

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Jim FlynnJim Flynn

12 Tips to Creating Landing Pages That Convert

Your organization has a purpose. Whether it’s to sell, serve or consult, you need qualified customers to operate on a day-to-day basis. But how do you continue to grow your customer database and your business? Landing pages are web pages that allow your visitors to exchange their contact information for your offer—converting them to a lead. When integrated into your inbound marketing strategy, landing pages will generate leads for your organization, and you can begin converting them to customers.

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Jim FlynnJim Flynn

Your Ultimate Landing Page Checklist

Landing pages are an important component to your integrated inbound marketing program. They allow you to capture a visitor’s information through a lead form in exchange for your offer. This attracts new visitors and allows you to build your lead database. Therefore, it’s important to create a unique landing page for each of your offers in order to increase your traffic and convert more visitors into leads.

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Jim FlynnJim Flynn

Landing Pages: Why You Can Never Have Enough

You can have all the site visitors in the world, but if you have no way to help them through your sales funnel and convert them to leads and eventually customers, it does nothing for your sales. Landing pages allow you to convert visitors to leads. And the more landing pages you have, the more leads you will have.

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Jim FlynnJim Flynn

11 Questions to Ask Yourself Before Considering Brand Development

We live in an information heavy world. Throughout our day, we are constantly bombarded by different promotional messages, making it difficult to distinguish one from another. Your organization’s key to breaking through this noise is discovering your distinction and continually communicating it to consumers. But, your distinction is something you must know before your consumers ever will.

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Jim FlynnJim Flynn

5 Ways to Analyze the Gaps in Your Closed-Loop Marketing System


As defined by the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Therefore, many marketing actions are focused on not only promoting the Brand, but also generating new leads and customers for the organization. And, with inbound marketing methodology, marketers’ main focus is bringing visitors in, rather than going out and finding prospects for their organization. Now, cue closed-loop marketing.

Effective marketers should be able to tie every single lead, customer, and dollar back to the marketing initiative that created them. That is the power of closed-loop marketing. Closed-loop marketing cuts through the widespread vagueness of marketing myths and assumptions and reveals real data about the success (or failure) of your marketing efforts.

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Jim FlynnJim Flynn

The Beginner's Guide to Closed-Loop Marketing

Do you have trouble connecting your leads to the source they came from? Are you not able to determine your visitors’ behavior and interests in order to keep them moving through your sales funnel? Even with all of the right tools at our disposal, many organizations are still experiencing this gap between their sales and marketing teams.

Closed-loop marketing tracks, measures and analyzes all of the visitors, leads and customers your organization has—finally closing the gap between your sales and marketing team. This tool provides you with the data you need to help determine the best and worst lead sources for your organization and optimize the results of your inbound marketing campaigns. 

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Jim FlynnJim Flynn

5 Steps to Building Your Brand Distinction

Consumers have a choice. Right now, your organization is just one of their many options. No matter how perfect you know you may be for them, they may not be able to recognize your value through all the marketing and promotional efforts of every other organization. So, what will make them choose you?

Your Brand is the essence of who you are, and it is what distinguishes you from your competition. Brand Development is the discovery process we go through together to unearth your organization’s Claim of Distinction, and the master plan for how that differentiation will be communicated. Building your Brand Distinction is a key component to discovering who you are. It’s something you must know before consumers ever will.

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Jim FlynnJim Flynn

How to Optimize Your Landing Pages for Social Sharing

Landing pages are a key element to any integrated inbound marketing program. They allow you to effectively achieve your goal of converting a higher percentage of visitors into leads. This occurs because landing pages make life easy for your visitors—visitors no longer have to navigate through your website to find exactly what they need. And if your visitor has a good experience with your Brand, why not allow them to share it with their social media connections? Adding social sharing links will drive more prospects to your landing pages, allowing you to generate more leads. And, who doesn’t want more leads?

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Jim FlynnJim Flynn

Strengthen Your Closed-Loop Marketing

John Wanamaker, United States merchant and pioneer in marketing, once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” About a century after he spoke those words, some marketers are still feeling his pain. With all of the technology at our disposal, we have what it takes to “close-the-loop” between marketing and revenue, but most people do not know how to take advantage of it. Closed-loop marketing is the tool that will help you close that gap and create a more effective marketing campaign.

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Jim FlynnJim Flynn

The Importance of Discovering Brand Distinction - Your Unique Brand

A dollar bill is nothing more than a piece of paper, but Branding has given it value. It lists the owner of the Brand, gives a testimonial from George Washington, provides a “users guide,” and touches on the audience’s emotions with the line, “In God We Trust.” Branding gives it worth. Just as it did for the dollar, Branding gives your company worth in the eyes of your consumers. Your Brand is what separates you from the competition and turns one-time customers into lifelong Brand ambassadors.

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Jim FlynnJim Flynn

Analyzing Data to Strengthen Your Brand with Closed-Loop Marketing

Closed-loop marketing (CLM) allows you to examine the efficiency of each of your marketing channels by collecting data from your website visitors. You can utilize the data you collect to see if you are accomplishing your marketing goals or to see if each of your channels is performing the way they should be. There’s also the maintenance process of making sure that your loop stays working, and that your marketing keeps generating leads and Brand awareness.

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Jim FlynnJim Flynn

Brand Building: Testing Your Landing Pages for Optimization

Let’s say you’re a healthcare organization promoting cardiovascular screenings for $39, with the idea that patients could possibly uncover unexpected health concerns and, eventually receive diagnoses and treatment. Screenings include an ECG, blood pressure and cholesterol screenings and a few other tests- all of which your patients would care about but may not understand.

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Jim FlynnJim Flynn

Closed-Loop Marketing: Utilizing Tracking Data to Enhance Your Marketing and Your Brand

I have written quite a bit about the importance of identifying and optimizing interactions across all of the touchpoints associated with your Brand. While this is an absolute necessity to the success of your Brand, it’s even more relevant when you have the opportunity to have clear and concise data that tells you about the effectiveness of interactions with almost any of your touchpoints.

Enter Closed-Loop Marketing.   

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Jim FlynnJim Flynn

Nurturing Leads to Convert Visitors and Build Your Brand

Your Brand is a direct representation of what your organization stands for. Your Brand sets the expectations and perceptions of what a potential customer or patient should expect from you. Your Brand is the sum total of what your team does on a day-in and day-out basis. It’s who you are today. It’s your identity in the marketplace. It’s the key distinction between you and your competitors.

So, to say that I’ve beat this drum before would be an understatement. Your Brand is so much more than a logo and a pile of Branding executions — it’s the heart and soul of your organization. Find it. Understand it. Live it. Those are the prerequisites to making it real and authentic. In a previous post I talked about a very tactical application and connection to your Brand, the landing page. The landing page, when done right, is a great marketing tool you can utilize to showcase your Brand and a great way for current and prospective patients and customers to get a peek inside what drives you. And, if the stars are in alignment, a visitor might even tell you they are interested in you (your Brand) by submitting their contact information to you. Now that is good stuff.

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Jim FlynnJim Flynn

Brand = Promise + Performance

In my post, "Brand Choice: Consumers Choose Wisely, Tell Them Why to Choose You", I presented quite a shift away from the typical Branding archetype for many organizations. After all, I flipped the typical Brand building process on its head.

If I was successful in getting you thinking, you've spent some serious time considering how you can build your Brand from the inside out. Starting with “why” (the reason you wake up in the morning and do the work you do) instead of starting with “what” (your product or service).

I have a confession, however: I didn’t tell you everything.

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Jim FlynnJim Flynn

Hult Marketing Has a Lot to be Thankful For

Welcome to the wonderful world of Hult Marketing – where no two days are the same, and that’s how we like it. Our smart, motivated and diverse team of marketers uses their unique talents to come together and create awesome things for our innovative clients. And as we watch the seasons quickly change, we are reminded during this Thanksgiving to pause for a moment in our busy lives and reflect upon what matters most to us. Here’s a look at what we are thankful for this year.

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Jim FlynnJim Flynn

Closed-Loop Marketing: Tracking Your Visitors' Interactions With Your Brand

In today’s 24/7 marketing environment, a potential patient or customer can be touching your Brand at any time, day or night. Kinda scary, right? If you are committed to Brand Development like we are, you continually track and analyze those Brand interactions to make sure every touchpoint is as strong and consistent as possible.

A touchpoint, as you may know, is when someone is in contact with your Brand, whether it be on your website, a TV commercial, or a direct interaction with a member of your staff. Now think about all of your Brand’s touchpoints, specifically those that are online.  Are you tracking those interactions in some way? Do you know which of those touchpoints are most valuable? What does the typical visitor’s journey on your website look like?  

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Jim FlynnJim Flynn