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This blog is focused on events and trends in health care marketing. The blog is written, run and updated by HCB Health, the leading health care ad agency in Austin, Texas.
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Posts Tagged ‘Digital Strategy’

HCB Health Wins Four IAC Awards

Posted by Tanya Mahr at 8:20 am, April 16, 2014

We’re blushing over here at HCB Health!

Our team just learned that not one, but four of our recent projects were recognized in this year’s IAC (Internet Advertising Competition) Awards in the Health Care category. Each year the Web Marketing Association recognizes various forms of outstanding online advertising. Here are some details about the projects our team tackled and the resulting (and now award-winning!) solutions we came up with.

APPA app screen

APPA is a great first step in determining the platform for your next mobile effort.


Best Marketing Mobile Application — APPA: Fine-Tune Your Mobile Marketing

What is it? A mobile marketing solution that rocks

What is the problem?  With so many digital platforms available to marketers, at times it can be difficult to decipher which mobile tactics are appropriate.

How did you solve it? APPA delivers personalized recommendations for the best way to offer a quality mobile experience to users depending on business goals and project parameters. Overviews of apps, ePUBs, digital publishing suites and mobile websites help marketers better understand each solution.

Get APPA for your iPhone or Android device here.

Continue reading »

A Child is Born: Launching a Website in the Midst of Health Care Reform

Posted by Christina Folger at 9:15 am, October 15, 2013
SWHP.org has been re-imagined with a focus on consumers, and built for flexibility.

SWHP.org has been re-imagined with a focus on consumers, and built for flexibility.

Launching a website can be a little bit like giving birth. It is a long process. It’s painful at times, but the reward is big. At the end of the day, there is a tangible result of all the blood, sweat and tears that made it all possible in the first place.

But why the birth analogy? I have been threading together all the moving parts of the SWHP.org re-design (user experience, long Word documents, design files, image selection–you name it) since August 2011, as the Interactive Project Manager assigned to the project by HCB Health. While I have not been pregnant that long, my due date is suspiciously close to the website’s launch date. Someone will have to come back and update this post once the site is actually launched to say which was birthed first — my daughter or the new SWHP.org. (Update! Baby Vivian was born first!) Continue reading »

Four Free Social Media Tools We Use at HCB Health

Posted by Dominic Ferrario at 9:08 am, July 19, 2012

There are many free tools to help you maximize your social presence. Photo: Creative Commons from Widjaya Ivan

Social media cannot be ignored.

In healthcare marketing, it can be an advantage to use social media to learn about fast-moving trends and interact with customers. Fortunately, a range of powerful tools can make this easier.

Here are four free and and easy tools HCB Health uses to enhance our social media efforts: Continue reading »

Make Your Mobile Efforts Simple for the Best Patient Results

Posted by Justin Tuttle at 2:10 pm, July 5, 2012

The WebMD app has been downloaded more than five million times on the iPhone and iPad platforms.

We’re living in an era of accelerating technological change.

Nothing endures but change.
- Heraclitus, around 500 BC

The smartphones in our pockets are more powerful than desktop PCs of the recent past. You can access the same breaking information while hiking in New Zealand as when shopping on New York’s Fifth Avenue.

For consumers who increasingly use the internet to help manage their health, the changes are exciting, empowering and bewildering.

For medical device marketers who promote increasingly sophisticated (and effective) devices, there are virtually limitless ways to reach potential patients. Continue reading »

The All-Mighty Online Banner

Posted by Mandy Buhler at 2:12 pm, April 27, 2012

HCB Health is currently running a banner ad campaign for Fluoxetine60 that targets psychiatrists and other medical specialists. The campaign has delivered a CTR of .14%-.21% (depending on the site) and has helped increase client site traffic by +50%.

Wow, it’s hard to believe the online banner has been around for 18 years. I remember the day that first banner launched and how I honestly thought it was a fad, or maybe a trend, but definitely not a tactic that had long-term staying power. But the evolution and longevity of the banner has proved me wrong and I continue to be impressed with its ability to evolve as consumers’ online habits have evolved. And dare I say I’ve actually become an advocate of the banner, consistently touting its effectiveness and its fundamental place in any digital media recommendation. Continue reading »

RIP SOPA/PIPA: Why Healthcare Marketers Should Take Note

Posted by Meredith Newell at 9:49 am, February 3, 2012

In the aftermath of recent Internet blackout protests, featuring big players such as Wikipedia, Reddit and Major League Gaming, the Web community rallied against proposed Internet regulation laws — and won. The people have spoken, and the bills are dead.

So, what does this have to do with medical marketing? Let’s look at the facts. Continue reading »

Striking a Balance: Emotive Websites that are Usable

Posted by Erika Reynolds at 5:15 pm, January 11, 2012

During an internal creative review meeting for a hospice website this week, I heard something that I never thought I would hear: “That call-to-action is too strong.” You could almost hear the wheels start spinning in everyone’s mind.

After discussing the call-to-action further, we realized that the problem wasn’t the CTA itself, but an unbalanced execution.

Half of the room thought that the website was not emotionally branded enough and the CTA was too much, too soon. They believed it needed to be about the connection first and foremost. The other half of the room agreed that the emotional branding was very important, but that the usability of the site needed to come first.

They’re both right. We just needed to strike a better balance. Continue reading »

iPhone Leads Mobile Advertising Push

Posted by Aless Ginsberg at 8:56 am, November 4, 2011

Last April, we reported on the rise of mobile ad spending. Since then, new data on mobile ad spend has put the iPhone’s iOS operating system at the top of mobile ad venues.

87% of agencies surveyed recommend driving ads to the iPhone according to STRATA

Media buying solutions provider STRATA conducted a survey of ad agencies, finding that 87% recommend driving ads to the iPhone, compared with 62% recommending Android.

These results are interesting, considering that Android accounts for 56% of smartphone share while iPhone racks up only 28%. Let’s see why agencies are recommending iPhone. Continue reading »

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