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Cardiology Advertising: Digital Marketing to Cardiologists

Competition for attention when marketing to healthcare provides (HCPs) is fierce. Big pharma companies have astronomical budgets, making it easy for them to outbid and outspend any competition. For companies whose pockets may not be quite so deep, the key to successful HCP marketing is highly specific audience targeting and messaging. In the case of […]

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Dermatology Advertising: Digital Marketing to Dermatologists

When it comes to healthcare provider (HCP) marketing, the competition to earn attention is fierce—so the more specific you can get with audience targeting and messaging, the better. As we’ve said before: doctors are busy, big pharma can (and will) outspend you, and everyone wants a piece of the market revenue pie. So, for creating […]

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HCP Marketing Trends 2023: 23 HCP Marketing Stats for 2023

When it comes to going digital, healthcare provider (HCP) marketing has been behind the pace. However, the pandemic caused a rapid shift that forced healthcare solutions providers to finally make the move. Here are the top HCP marketing trends you should be aware of as you start working on your 2023 marketing plans. Interested in […]

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HCP Marketing, Part 3: HCP Advertising and How to Track, Measure, and Optimize for Success

This is part 3 of a 3-part blog series all about HCP marketing. Part 1 reviews segmentation and messaging, part 2 reviews content development, and this part covers content promotion and optimization. Now that you have defined your audience, picked a topic, and created some content – it’s time to go to market. First, consider […]

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HCP Marketing, Part 2: Healthcare Content Development + Healthcare Content Marketing Examples

This is part 2 of a 3-part blog series all about HCP marketing. Part 1 reviews segmentation and messaging, this part reviews content development, and part 3 covers content promotion and optimization. Now that you have figured out who you want to talk to, it’s time to decide on what you’ll say to them. This […]

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HCP Marketing, Part 1: Understanding HCP Segmentation for Targeting and Messaging

This is part 1 of a 3-part blog series all about HCP marketing. This part reviews segmentation and messaging. Then part 2 reviews content development, followed by part 3, covering content promotion and optimization. Marketing to doctors is hard. We’ve said it before, and we will say it again and again. So why is this […]

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Healthcare IT Marketing Strategies: Finding and Targeting the Right Audience

There is no denying that marketing in healthcare is challenging. Between meeting compliance regulations and targeting the right decision-makers, it can be hard to get any product or service the exposure it deserves. glassCanopy focuses on reaching doctors and healthcare executives, we don’t really know anything about consumer healthcare marketing. So, if that’s what you’re […]

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Marketing to Doctors, Part 5: Measuring and Optimizing Results

Updated January 2023 with the latest statistics. For others in the series click here. I’ve said it before, but it’s worth repeating: Marketing to Doctors is Expensive. Blame big pharma. If you’re not doing everything you can to measure and optimize your ad-buy, you’re not doing enough. Track Based on the Best Metric You Have […]

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Marketing to Doctors, Part 4: Lead Generation

Updated January 2023 with the latest statistics. For others in the series click here. According to the Kaiser Family Foundation, there are just over 1 million active physicians in the United States and they are nearly evenly divided between specialists and primary care providers. The population of the US is ~335 million, so one of […]

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B2B Content Marketing: A How-To Guide

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