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The Human Side of Healthcare Marketing

Healthcare Marketing Strategies with CSG®

From ‘how it’s always been’ to ‘how it should be’

In the healthcare industry, marketing plays a critical role in connecting healthcare providers with potential patients. With the rise of digital platforms and shifting consumer behavior, healthcare organizations and marketers must adopt innovative healthcare marketing strategies to enhance brand awareness, improve the patient experience and achieve sustainable growth. CSG®, an intent marketing agency, deploys a powerful combination of behavior design and deep industry specialization to navigate the nuances and unlock real connection to your most important audiences.

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Healthcare PR & Digital Marketing Partners

● Healthcare Providers
● Healthcare Organizations
● Healthcare Marketers
● Health Systems
● Medical Practices
● Medical Professionals

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WHY CSG®

The Importance of Healthcare Marketing

Brand awareness wins new patients. To be competitive, healthcare organizations must build strong, consistent brands, tap into multiple channels to tell their stories and ensure they have a strong and searchable presence online, where most patients begin their search. As a full-service intent marketing partner, CSG develops robust, relevant and replicable strategies that allow our clients to cut through the clutter and reach the people they serve.

Content marketing is crucial for establishing trust and providing relevant information to potential patients. Healthcare marketers can use various formats, such as blogs, videos and infographics, to engage their audience. Video marketing, in particular, has proven to be a powerful tool for showcasing medical procedures, patient testimonials and healthcare facilities.

Public relations has evolved significantly in recent years — beyond the standard practices of pitching bylines and launching press releases, PR partners can help healthcare organizations navigate crisis situations, amplify thought leadership and support lead generation.

Social media platforms offer healthcare professionals a direct way to communicate with their target audiences. From sharing updates about healthcare services to addressing negative reviews, maintaining a strong social media presence can significantly impact brand perception.

Digital ads, such as pay-per-click (PPC) campaigns, allow healthcare businesses to target specific demographics. For example, healthcare companies can use targeted ads to promote medical devices, highlight healthcare facilities or attract healthcare consumers searching for medical services. Savvy plans require striking a balance between meeting patients where they are and respecting complex industry regulations.

Patient reviews play an important role in shaping the reputation of healthcare organizations. Positive reviews help build trust, while addressing negative reviews demonstrates a commitment to improving patient care. Healthcare marketers can subvert the impersonal nature of digital consumer journeys by displaying an active interest in feedback and engaging in an authentic manner.

Email campaigns and other marketing automation optimizations are effective ways to keep current patients informed about healthcare services, medical information and upcoming community events. These digital channels provide a personalized touch, helping to strengthen relationships with patients and their family members.

SEO is the backbone of digital marketing for healthcare providers. By optimizing their websites for relevant keywords such as “healthcare services,” “medical practice” and “medical procedures,” healthcare marketers can ensure their content appears prominently in search results. Effective SEO strategies include:

• Publishing educational content that addresses healthcare consumers’ common questions.
• Optimizing for local SEO to attract patients searching for a primary care physician or specialized medical care.
• Improving website speed and mobile-friendliness to enhance the digital front door experience.

CSG helps healthcare providers grow their patient base, build trust and enhance their reputation with tailored digital marketing and PR strategies. Partner with us to amplify your message, connect with your audience and achieve measurable success.

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At CSG, we help healthcare organizations amplify their mission and connect with the communities
they serve. Our tailored digital marketing and PR strategies ensure your organization stands out in a competitive market while meeting compliance standards. Partner with us to grow your reach, build trust and achieve measurable success.

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Health systems require a cohesive marketing strategy to unify their services and communicate effectively with diverse audiences. CSG specializes in building integrated campaigns that strengthen your brand, improve patient acquisition and ensure consistent messaging across all channels.

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For medical practices, staying visible and competitive is essential. CSG partners with practices to create customized marketing and PR solutions that attract new patients, retain existing ones and highlight your expertise. Let us help you focus on what you do best—providing exceptional care—while we handle the rest.

Medical professionals deserve a marketing partner that understands their unique needs. CSG helps doctors, specialists and other providers establish their online presence, build authority and attract the right patients through personalized strategies that showcase their expertise.

Communications Strategy Group (CSG®) is a full-service intent marketing agency, health thought leader and expert in strategic communications and healthcare marketing solutions.

Our services range from PR, brand communications and content marketing to social media and reputation management for health organizations.
 
We pair purpose-built content experiences and influencer relationships with vast industry expertise in healthcare systems, health insurance and aging to engage audiences directly at their point of need.
 
Whether we’re empowering busy moms to prioritize breast cancer screenings, introducing future recipients to the life-changing sound of cochlear implants or helping aging adults navigate the emotionally complex path to retirement living, we employ a sophisticated blend of behavior design-driven strategy, influencer relationships and storytelling that generates meaningful results for our clients by meeting consumers and B2B decision makers where they live and work.

Enhancing Patient Acquisition

Patient acquisition is a key performance indicator for healthcare systems. Whether it involves attracting new patients to a medical practice or retaining current patients, targeted marketing campaigns help healthcare providers connect with their audience at the right time.

Improving Patient Satisfaction

Marketing efforts focused on patient satisfaction can positively impact the patient journey. From patient portals to digital tools that simplify appointment scheduling, healthcare organizations can use marketing materials to enhance the user experience and foster long-term relationships with patients.

Clients Past & Present

CNN Logo
McKnight Senior Living Logo

We help companies
across the healthcare
industries, including:

Healthcare Providers & Systems

Medical Devices

Health Insurance

Senior Services

Nonprofits, Associations & Foundations

Our Healthcare Marketing Specialties and Services

Public Relations

Healthcare is not a “one-size-fits-all” industry. The varied players and nuances demand a multifaceted approach to public relations. Our healthcare public relations team has the insight to understand how to position our clients and their work to generate the greatest interest.

Content Marketing

Content marketing for healthcare organizations is not just advantageous, it’s paramount to successful communication in a highly regulated, complex and vast industry. Understanding how to reach and engage numerous audiences starts with a dynamic strategy. We can help.

Digital Marketing

Simple digital marketing doesn’t apply to the healthcare space. With stringent regulations and obstacles around terms and tactics, it takes precision and experience to develop and deploy an effective strategy — that’s where our team comes in.

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Creative Services

Healthcare is about connecting people to better outcomes — a strong visual identity that tells everyone from payers and providers to patients what your organization can do and how you’ll do it can eliminate some of the complexity from stressful processes.

Crisis Communications
& Reputation Management

Reputation is everything. In a true crisis scenario, you need to be armed with both proactive and reactive approaches to crisis communications and reputation management specifically for healthcare organizations.

Brand Communications

You can’t always be part of the conversation, but you can put your best forward with a healthcare brand communications framework that demonstrates your work, mission and values in a meaningful way.

Internal Communications

Internal stakeholders are the first and greatest asset to any organization. In healthcare, internal communications are essential to providing consistent and accurate experiences for staff, customers and patients alike. Effective messaging starts here.

Social Media

Social media strategy for healthcare organizations is nearly as complex as the industry itself. Where other market segments can be playful or provocative on these channels, healthcare organizations must balance communication and education to best serve their audiences.

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Video Marketing

If a picture is worth a thousand words, how many more can a video communicate? Video marketing for healthcare is complex, but worthwhile. Whether showcasing outcomes or educating audiences about breaking developments, video is a gamechanger.

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Website Development & Design

For most users, a bad web experience foretells a bad experience overall. Our team understands how to design and build robust, intuitive online experiences that build confidence for all of your audiences — from payers and providers to patients.

Case Studies

First Bank Logo

What impresses me most is that they take personal pride in their work. They get the job done on time and on budget, and they actually care about delivering the best product possible.

Brian K. Fawkes

Director, Corporate Communications, Holiday Retirement

Janus Henderson Investors Logo

We partnered with CSG this year as we launched our national event series. CSG secured numerous promotional opportunities with print, radio and TV media, but also created high caliber content that we used for promotion within our own network. CSG is responsive, open to feedback and works hard to ensure that we exceeded our goals.

Crystal Blaylock

Sr. Manager, Development, National Stroke Association

Janus Henderson Investors Logo

The specialized professionals at CSG have deep communications expertise and understand what activities and opportunities will have the greatest impact.

Ron Zwerin

Executive Vice President, Marketing, Brand & Communications, National MS Society

We Know Healthcare


We are dedicated.

Our healthcare team does one thing: Works exclusively with health insurance carriers, associations, healthcare providers, device manufacturers, HeathTech and other organizations within the healthcare ecosystem to solve business problems and capitalize on opportunities.

We make the
complex simple.

Our team of writers and designers specializes in distilling the complexities of the healthcare industry into easily digestible content for consumers who often have gaps in awareness and knowledge.

We help clients
stand out.

The healthcare market is crowded.
Our team of strategists, writers and designers helps clients make an impact and connect directly with consumer and B2B decision makers with compelling creative content that’s leveraged across PR outreach, content marketing and social media strategies.

We make the
complex simple.

Decision makers can’t convert if they can’t find your company. Our creative team utilizes strategy-driven insights to build search engine-optimized web pages and digital campaigns that seamlessly and effectively weave in targeted keywords.


We spark action.

We take healthcare decision makers on a journey that meets them at each point of need, with meaningful content designed to spur actions aligned with the business objectives of our clients.

We secure relevant media coverage.

As a long-standing healthcare PR agency for many of the industry’s most prominent brands, our healthcare clients have been featured in high-profile publications such as The New York Times, The Washington Post, The Associated Press, Modern Healthcare, Kaiser Health News and more.

Insights. Influencers. Intellect.

Trends. Commentary. Analysis. You’ll find them all here.

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Healthcare Marketing FAQs

Navigating healthcare marketing can feel like deciphering medical jargon without a degree—but that’s where we come in. Below, we break down the most common questions about how Communications Strategy Group can help healthcare organizations connect, engage and thrive in an increasingly digital and competitive landscape.

It depends on the scope and strategy. Healthcare marketing is not one-size-fits-all—costs vary based on the complexity of your needs, the size of your target audience, and the channels required to reach them effectively. Whether you need a targeted digital campaign or a full-scale brand overhaul, we work with you to create a strategic plan that delivers results without unnecessary expenses.

We start with a deep dive into your brand, audience, and objectives. Through research, competitive analysis, and strategic discussions, we craft a customized marketing and PR plan designed to drive meaningful results for your organization.

Our digital healthcare marketing services include content strategy, search engine optimization (SEO), paid media, social media management, email marketing, website development, and analytics. Whether you need to increase patient engagement, improve provider outreach, or enhance brand visibility, we build data-driven strategies that get results.

Marketing drives awareness and engagement through digital and traditional channels like advertising, content, and social media. PR, on the other hand, focuses on credibility—building trust, securing media coverage, and positioning your organization as a thought leader. Together, they ensure your brand is both seen and respected.

Success isn’t just about clicks and shares—it’s about real-world impact.  Whether it’s increased patient inquiries, improved website traffic, stronger provider relationships, or enhanced brand reputation, we track key performance indicators (KPIs) that align with your specific business and marketing goals.

Absolutely. We understand the importance of compliance in healthcare marketing and ensure all strategies and campaigns adhere to HIPAA and other applicable regulations to protect patient privacy.

Timelines vary based on strategy and objectives. Digital campaigns often deliver measurable insights within weeks, while long-term brand positioning, PR, and thought leadership efforts take time to build momentum. We establish clear benchmarks to track progress and optimize along the way.

Yes! Our expertise spans hospitals and health systems, health tech, medical devices, telehealth, patient advocacy, and more. We understand the unique regulatory and messaging challenges in each sector and tailor our approach accordingly.

Patients, providers and decision-makers are online—researching, comparing, and making decisions before they even pick up the phone. A strong digital presence ensures your organization remains visible, credible, and connected with the right audiences at the right time.

Healthcare PR is about shaping perceptions, building trust, and positioning your organization as an authoritative voice in the industry. It includes media relations, executive visibility, crisis communications, thought leadership, and reputation management—all designed to enhance credibility and influence.

Trust is everything in healthcare, and PR helps build it. PR helps healthcare organizations establish credibility, communicate effectively, and manage their reputation. Whether through media outreach, executive positioning, or crisis response, PR ensures your brand remains a trusted voice in the healthcare conversation.

Need help with your healthcare marketing strategy? Let’s discuss how CSG can help you navigate the complexities of healthcare marketing with strategy, precision, and impact.

Absolutely. Healthcare organizations operate in a high-stakes environment where reputational risks are significant. We provide proactive crisis planning, real-time response strategies, and long-term reputation management to ensure your organization maintains trust and credibility during challenging moments.