Cardinal Digital Marketing

AI is changing how patients search for care—are you ready? Join us (virtually) on April 2nd at 1:00 PM to hear our expert team break down how AI is reshaping search, what it means for healthcare marketers, and the must-do updates to keep your site visible. From adapting your content strategy to tackling key technical updates, you’ll get insights to help future-proof your SEO. Don’t get left behind—save your spot and stay ahead in an AI-driven search landscape. Register today: https://bit.ly/4ihIV0m Robert Sauter, MScA Lauren Leone

?? Google Tag Manager's new update could put you at risk for breach of HIPAA compliance. ?? As of April 10th, GTM will automatically load Google Tags if you have Google Ads or Floodlight tags in your container -- even if you've paused the tags to avoid having it do that. That could be a problem if those tags start collecting PHI data and sharing it with Google, so stay in compliance by taking these basic steps before April: ? Check your GTM container for Google Ads and Floodlight tags (paused or active) ? Delete any paused or unnecessary tags ? Verify that all active tags are being routed through a privacy solution to protect PHI ? Add a tag and test preview your GTM setup to ensure you understand how it works ? Review your GTM setup once more to ensure your privacy settings keep you in compliance Stay safe out there!

Two of the most common questions we’ve been asked by healthcare marketers are: How do you strategically expand into new channels? How do you measure if a new channel is truly driving business impact? Here’s the reality—throwing money at a new channel without a plan is a fast way to burn budget. If you’re looking to scale, here’s how to do it the right way: ? Know when it’s time to expand – If your paid search is maxed out (high impression share, rising CPL, conversion plateaus), it’s time to diversify. ? Align with business goals – Are you filling capacity? Growing a new location? Driving awareness for a service line? Your goal determines the right channel mix. ? Test smart, not big – Start small (10-15% of budget), track conversions properly, and isolate variables so you get real insights. ? Look beyond last-click attribution – Not every channel drives instant leads, but that doesn’t mean it’s not working. Look at branded search lift, assisted conversions, and funnel movement over time. ? Give it time – No channel delivers magic overnight. Commit to at least 30-90 days of testing before deciding to scale or scrap. Basically, successful expansion isn’t about guessing—it’s about testing, tracking, and optimizing the right way. What’s been your biggest challenge with channel expansion?

Meta is totally IN for healthcare marketing… but the rules of the game are constantly changing. Is your strategy up-to-date?

Are you setting silly goals? Here’s how to set realistic, effective Google Ads goals that drive real results. 1. Be Specific or Waste Your Budget ?? "We want more leads." ? "We need 300 new patient appointments per month at a $100 CPA." Your media team needs clarity on your actual business goals—revenue targets, capacity limits, and market expansion plans. If they don’t have that context, they’ll spend in the wrong places. 2. Set Goals Based on Business Priorities, Not Just Leads Not all leads are equal. Ask yourself: - Do we need systemwide patient growth or to fill capacity at specific locations? - Are we launching a new location and need awareness? - Are we focused on high-value procedures like joint replacements or implants? When you define the real objective, your marketing team can optimize for impact—not just volume. 3. Use Forecasting & MMM to See What’s Actually Possible Gut instinct won’t cut it. If you want real answers on how to hit revenue goals, use: - Media Mix Modeling (MMM) – Understand what channels drive actual ROI. - Forecasting – Know what budget you’ll need to scale growth before you spend. Example: Want 20% more patient volume? MMM can show you if your budget is enough—or if you need to shift spend to other channels like social or programmatic. Bottom Line: - Set goals that align with business outcomes - Be specific about volume, cost, and location needs - Use data to guide investments, not just assumptions If your PPC goals aren’t realistic, your results won’t be either. Time to fix that.

? New mugs, same grind. We're showing off our fresh #FlockLife mugs—just don’t ask what’s actually in them. (Spoiler: It’s probably not coffee… yet.) Nothing fuels us like helping healthcare brands connect patients with care. But cool swag? That’s a close second.

Thinking about using Google Performance Max? Read this first… Performance Max isn’t for everyone—so before you dive in, here’s when it actually makes sense: ?? You’ve maxed out Search campaigns. If your keyword-based ads aren’t scaling, PMax helps you reach more people across Google. ?? You have clear goals. Whether it’s booking more patients, driving calls, or building awareness, PMax needs something specific to optimize for. ?? You’re tracking real conversions. If you’re measuring actual results like online appointments or calls (not just clicks), PMax can work for you. ?? You’re open to full-funnel ads. Your ads will show up across Search, YouTube, Gmail, and Display—so if you want total coverage, this is the way to go. PMax works when you give it good data and let it do its thing. If that sounds like your setup, it’s worth testing.

Healthcare marketers, we know losing your favorite frappuccino flavor is painful… But sometimes you have to cut the sweet stuff to stay focused on what matters.

“Their online booking system is a nightmare—I’ve tried for three days with no luck!” You learn more from one tough piece of patient feedback than you ever will from a dozen 5-star reviews. That’s the hard truth. Tune into our latest episode of Ignite with Sarah (Comerford) Berger, VP of Communications at MedVet to get all the juicy deets about how strategic comms can elevate your brand, align internal & external messaging, and build credibility in a competitive market. Listen here: https://bit.ly/4kplP9F

Sick of those Rocket Money ads popping up on every YouTube video, telling you to ditch unwanted subscriptions? Well, they may actually be onto something. Think of this month's newsletter the same way (but less annoying)—it’s here to help you cut those outdated, money-draining marketing tactics. Just like canceling that streaming subscription you haven’t opened in months, now’s the time to drop the marketing channels that aren’t getting you new patients. Learn how ??????