What Healthcare Can Learn from Retail: Building Demand Beyond Bottom Funnel
Healthcare marketers over-index on bottom-funnel patient acquisition, competing for a narrow slice of already-in-market demand. This Cardinal Digital Marketing podcast episode features Ben Dutter, Chief Strategy Officer at Power Digital, who draws lessons from retail, e-commerce, and SaaS to reframe how healthcare brands grow. The conversation covers balancing demand generation with demand capture, measuring true marketing impact in a privacy-first world, and using creative to influence high-stakes patient decisions. Dutter argues that consumer trust is built across multiple touchpoints — patients choose providers who show up credibly before they’re ready to book, not just when they are.
Healthcare groups that rely solely on paid search and conversion-focused tactics are competing for a shrinking share of in-market demand. Building upper- and mid-funnel presence — through creative, brand, and demand generation — is what separates scaling multi-site operators from those stuck in incremental growth.
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