Navigating the world of digital advertising can be a challenge for anyone, including healthcare systems. The options and standards for digital advertising keep changing, whether you’re considering paid search or video pre-roll ads. In my recently published Becker’s Health IT & CIO Review column, “5 Ways healthcare systems can succeed with online advertising,” I break down some of the options that all healthcare systems should consider, ranging from native advertising to social media.

In the column, I also address one of the common questions I hear from healthcare systems: how to get started with online advertising. One of my suggestions is to take inventory of your content and match it to the appropriate online advertising format. If you have a great blog and publish a lot of thought leadership, a native ad may be the most natural extension of the ideas you’re already creating. If you rely on video heavily, consider YouTube pre-rolls. If your site contains a strong content library with rich descriptions of symptoms and conditions, consider paid search.

Content is the key to connecting with patients searching for care, whether you employ online advertising, organic content marketing, or both. Read my Becker’s column for more insight, and contact us to learn how to build your brand locally.

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