#154 - The Halo Effect: How Social Media Can Supercharge Paid Search

In this episode of Ignite, healthcare marketers can gain valuable insights into the importance of aligning marketing strategies with macroeconomic factors and consumer needs. Marketing expert Jennifer Rusk joins Cardinal’s CEO, Alex Membrillo,in a discussion that highlights the necessity for marketers to think like CMOs, considering broader economic trends to inform business strategies and create effective marketing plans. This episode encourages marketers to return to fundamental business practices, emphasizing the significance of treating employees and clients well, which can lead to sustainable business growth and improved lead acquisition outcomes. RELATED RESOURCES Connect with Jennifer - https://www.linkedin.com/in/jenniferrusk/  Veterinarian Marketing Strategies: Tips and Ideas to Drive Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/digital-marketing-strategies-tips-ideas-veterinarians/  Mastering Brand Identity in Healthcare: How to Stand Out in a Competitive Market - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/master-healthcare-brand-identity-stand-out-in-competitive-markets-craig-kartchner-honorhealth/ 

Doubt that your social media ads are driving patient bookings? Here’s how to find out. Our hosts, Cardinal’s CGO, Lauren Leone and Senior Director of Analytics, Alex Kemp, dive into the hidden influence of social media on paid search—what we call ‘The Halo Effect.’ We’ll break down how we test, analyze, strategize, and forecast to maximize impact.  RELATED RESOURCES When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/  10 Ways to Succeed on Meta in 2025 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/10-ways-to-succeed-on-meta-in-2025/  How to Engage Patients with a Full-Funnel Facebook Ads Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-facebook-ads-strategy/ 

This episode of Ignite is packed with actionable insights you won’t want to miss! Join Cardinal’s CEO, Alex Membrillo, and Christus Health’s Service Line Marketing Director, Alvaro Fernandez, as they break down the strategies, data, and technology shaping the future of healthcare marketing. From tracking KPIs to navigating the lag effect of brand advertising, you’ll learn how to make smarter, data-driven decisions that drive real conversions. Plus, our hosts dive into the role of AI in search and advertising and why full-funnel marketing is becoming a game-changer in healthcare. RELATED RESOURCES Connect with Alvaro - https://www.linkedin.com/in/alvarofdz/  How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/  Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/  What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/ 

In this episode of Ignite, healthcare marketing expert, Jenn McClain, joins Cardinal’s CEO, Alex Membrillo, to share valuable insights into staying competitive in a rapidly evolving landscape. The two delve into the importance of a full-funnel patient journey, the integration of digital and offline marketing, and the power of social media influencers to enhance your brand’s reach. By focusing on data-driven insights and effective content strategies tailored to each platform, you’ll learn how to stay competitive and drive meaningful growth in the healthcare sector. RELATED RESOURCES Connect with Jenn - https://www.linkedin.com/in/jenn-mcclain-61870a1/  How to Engage Patients with a Full-Funnel Facebook Ads Strategy - https://www.cardinaldigitalmarketing.com/blog/healthcare-full-funnel-facebook-ads-strategy/  When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/

This episode of Ignite is packed with actionable insights to help you not just generate leads but actually convert them into patients. Jeremiah Calvino, Co-founder or Recovery.com, and Samantha Metcoff, Head Consultant at Key Performance Consultants, joining Cardinal’s CEO, Alex Membrillo to break down the strategies that make a real impact—from optimizing admissions processes to leveraging technology like Google Analytics and CRM systems. If you're looking to refine your messaging, boost patient engagement, and stay ahead of industry trends, this is a conversation you don’t want to miss! RELATED RESOURCES Connect with Jeremiah - https://www.linkedin.com/in/jeremiahcalvino/  Connect with Samantha - https://www.linkedin.com/in/samantha-metcoff-632bb26/  Marketing Guide & Strategies for Addiction Treatment Centers - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/digital-marketing-strategies-tips-ideas-addiction-treatment-rehab-centers/  Empowering Patients through Education: The Key to Successful Healthcare Marketing - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/empowering-patients-through-education-with-theresa-porcaro/

Evolving privacy regulations, platform changes, and shifting consumer behavior are making it harder for healthcare marketers to reach the right patients. That’s where third-party (3P) data comes in. From claims and payor data to social determinants of health, these insights help brands build qualified audiences, optimize media, and drive patient acquisition. In this episode, Cardinal’s CGO, Lauren Leone and Group Media Director, Ruchi Patel explore how to get started, best practices, and real-world use cases for leveraging 3P data to connect with high-intent patients. RELATED RESOURCES Healthcare Claims Data: The Secret to Effective Consumer Targeting - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/healthcare-claims-data-secrets-to-effective-targeting-definitive-healthcare/   How Meta’s Data Restrictions Impact Healthcare Advertising Strategies - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-announces-major-changes-healthcare-advertising/  Privacy First: Marketing Technologies That Prioritize HIPAA Compliance - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/hipaa-compliant-martech/ 

Choosing the right marketing agency can make or break your strategy—so how do you get it right? This week on Ignite, Cardinal’s CEO, Alex Membrillo and EVP, Strategy & Business Development of True North Custom, Jane Crosby, dive into the RFP process, red flags to watch for, and why industry expertise is non-negotiable when choosing a healthcare marketing agency. Plus, our hosts explore the latest in media, performance marketing, and technology to help you stay competitive. Tune in for expert insights that will elevate your agency partnerships and marketing success! RELATED RESOURCES Connect with Jane - https://www.linkedin.com/in/janeastrup/  How to Select a Digital Marketing Agency for Your Healthcare Organization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-to-select-a-digital-marketing-agency-for-your-healthcare-organization/  How to Create an RFP That Finds You the Ideal Marketing Agency - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-to-create-an-rfp-that-finds-you-the-ideal-marketing-agency/  How Our Agency Maintains Exclusivity in Competitive Healthcare Markets - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/maintaining-exclusivity-in-competitive-healthcare-markets/ 

This week on Ignite, Cardinal’s CEO, Alex Membrillo is joined by Vice President, Communications at MedVet, Sarah Berger, for a conversation packed with insights on how strategic communication can elevate your brand, align internal and external messaging, and build credibility in a competitive market. You’ll hear why collaboration between marketing and communication teams is key to crafting compelling stories, how a strong reputation directly impacts care delivery, and why focusing on the right platforms—not just the latest trends—drives success. RELATED RESOURCES Connect with Sarah - https://www.linkedin.com/in/srberger/ Mastering Healthcare Reputation Management https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/mastering-healthcare-reputation-management-rater8-orthoarizona/ Top Veterinary Marketing Trends for 2025: Strategies for Growth in a Changing Industry - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/top-veterinary-marketing-trends-for-2025/  

In a world where ad costs are rising, and privacy restrictions are limiting targeting, creative has become the biggest lever for paid media performance. Host Lauren Leone and guest Rich Briddock break down what defines performance creative today, why it’s more than just good design, and how privacy changes are shifting its role. They’ll dive into the battle for attention in competitive ad channels, the impact of platform algorithms, and how AI-driven optimization is reshaping creative testing. If your ad creative isn’t pulling its weight, this episode is a must-listen. RELATED RESOURCES The Art of Patient Journey Mapping: Creative Strategies for Marketing Success - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/patient-journey-mapping-creative-strategies-for-marketing-success/  How to Build a 2025 Marketing Roadmap: From Goal Setting to Strategic Testing - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/build-2025-marketing-roadmap-goal-setting-strategic-testing/  How Meta’s Data Restrictions Impact Healthcare Advertising Strategies - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-announces-major-changes-healthcare-advertising/ 

In this insightful episode of Ignite, Anna Carlsmith, Operating Partner at H.I.G Capital joins Cardinal’s CEO, Alex Membrillo, to share actionable insights on aligning marketing strategies with business outcomes, ensuring efforts translate directly into revenue growth. The episode explores the shifting marketing landscape—including Google’s declining influence—while addressing critical factors like HIPAA compliance, EMR integration, and the balance between in-house and outsourced creative work. RELATED RESOURCES Connect with Anna - https://www.linkedin.com/in/anna-carlsmith/  How to Make Closed-Loop Reporting Work in Healthcare Marketing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-closed-loop-reporting/  How to Build a Scalable MSO Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/mso-marketing-strategy-framework/