The Health Advocate’s Basic Marketing Handbook

Resources Supplement and
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•  Download the Basic Marketing Workbook (24 pages, pdf format)

•  Download the Press Release Template (1 page, pdf format)

•  Download the Marketing Plan Template   (Word or Rich Text)

•  Resources by Chapter
Updated September 2020

Chapter One
Marketing Basics

Small Business

Chapter Three
Strategy: Benefits, Messages and Expectations

To be notified of credentialing programs for patient advocates:Sign up for notices at the Patient Advocate Certification Board:
Find general marketing advice:The Balance (Marketing)

Entrepreneur Magazine (Marketing)

The Health Advocate’s Advanced Marketing Handbook (next steps after this book)

Chapter Four

Branding BasicsFrom Entrepreneur: Branding Basics
Psychology of ColorsFrom Help Scout: Color Psychology in Marketing and Branding is All About Context
Type / fonts—serif and non-serifFrom GeniusSee: Font Readability Research: Key Difference Between Serif Vs Sans Serif Font

Chapter Eight
Public Relations

HARO – Help a Reporter Out
PitchRate (for Leads)
Press Release Distribution• PR Web:
• PR Newswire
Set up News Alerts in Google or YahooCreate a Google News Alert
Set up a Yahoo News Alert
Collect email addresses, set up newslettersEmail marketing applications:
Constant Contact
Send in blue

Chapter Nine

Advertising on GooglePay Per Click – Using Adwords on Google
Magnetic Car Signs

Chapter Ten
On the Web

AdvoConnection and The Alliance of Professional Health Advocates
For advocates:
For patients:
Register Your URL
Hosting CompaniesA2 Hosting
Website building applications• WordPress (WordPress hosted, or wordpress that needs to be hosting elsewhere)
Submit your site to search enginesGoogle Submit
• Yahoo (uses Bing Submit)
Bing Submit
AnalyticsGoogle Analytics (set up code to add to your website for measurement)
How to start a blogInstructions from Blog Starter
Start a Blog from Blogging Basics 101
Online Support GroupsThere are tens of thousands of online support groups available. To find the right one for you, do an online search with the topic and the words “support group.” Example: “depression, support group” or “breast cancer, support group” (you do not need the quotation marks.)

Chapter Twelve
Misc Tactics

Gift IdeaBook: You Bet Your Life! The 10 Mistakes Every Patient Makes
(How to Fix Them to Get the Health Care You Deserve)

Find purchase information at:
Bulk pricing is available.
SurveysSurvey Monkey
Crowd Signal

Chapter Thirteen
Building Your Marketing Plan

Demographics for market researchUS Census Quick Facts
Canada Census Data
Marketing Plan TemplateFind a sample Marketing Plan template linked above.

Chapter Fourteen
Reviewing Your Marketing Plan

Small Business Administration
SCORE—Service Corps of Retired Executives
SBDCs—Small Business Development CentersFind Your SBDC
Financial StatementsFrom Entrepreneur Magazine
Reasons for business failuresFrom Zen Business:

End of Resources



cover-The Health Advocate's Basic Marketing Handbook