Health Care Marketing Lingo

Brand Management:

Using marketing techniques for a specific product, product line, or brand.

Cost Per Impression:

Measuring the worth and cost of a specific e-marketing campaign.

Cost-Per-Thousand (CPM):

A ratio based on how much it costs to reach a thousand people.

Display Advertising:

Graphic advertising on the Web that appears next to content. You may visualize display advertising like magazine or newspaper ads, but online.

E-Press Releases:

A press release in electronic form used to generate online traffic to a cause or a website.

Email Marketing:

The use of email in marketing communications.

External Advertising:

The medium by which businesses make their target audiences aware of their products or services. Examples include: print, Internet, TV, billboards, and radio.

Internal Marketing:

Promoting the company and its policies to employees as if they are the customers of the company.

Mobile Advertising:

Displaying text, graphic images and ads on mobile devices.

Off-Page Optimization:

Refers to factors that have an effect on your Web site or Web page listing in natural search results. These factors are off-site and are not controlled by you or the coding on your page. Examples include: link popularity and page rank.

On-Page Optimization:

Refers to factors that have an effect on your Website or Web page listing in natural search results. These factors are controlled by you or by coding on your page. Examples include: HTML code, meta tags, content, keyword placement and keyword density.

Paid Inclusion:

A product where a search engine company charges a fee for the inclusion of a website in their search index. These are also known as sponsored listings.

Pay-Per-Click(PPC):

An Internet advertising model used to direct traffic to websites. Advertisers pay the publisher (a website owner) when the ad is clicked.

Product Marketing:

Utilizes the first of the “7P”‘s of marketing, which are Product, Pricing, Place, and Promotion, Packaging, Positioning & People.

Really Simple Syndication (RSS):

A format for delivering regularly changing web content.

• RSS allows personalized views for different sites

• RSS allows you to syndicate your site content

• RSS defines an easy way to share and view headlines and content

• RSS files can be automatically updated

• RSS is written in XML

Search Analytics:

Analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO).

Search Engine Optimization (SEO):

Helps search engines find and rank your site higher. Helps you get traffic from search engines.

Segmentation:

Categories of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services. Examples include: gender, price, interests, location, religion, income, size of household, etc.

• Sending direct promotional emails

• Sending emails designed to encourage customer loyalty

Web Analytics:

The measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage.