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Unlock the language of healthcare marketing with our comprehensive glossary that is key to understanding all of the industry-specific acronyms and buzzwords.


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There are currently 16 terms in this directory beginning with the letter B.

Business-to-business (B2B) refers to transactions between companies, as opposed to between a company and a consumer. B2B is a common practice in many industries, including healthcare. Healthcare marketers in particular need to understand the B2B landscape in order to effectively promote their products and services to other businesses.

Business-to-consumer (B2C) transactions are those that take place between businesses and particular customers. Many businesses, including healthcare, use B2C frequently. To effectively sell their goods and services to individual consumers, healthcare marketers in particular need to be aware of the B2C landscape.

Backlinks are links that lead from one website or page on the internet to another. They provide a way for users to find other related content on the web. The more high-quality backlinks that point to your website, the higher your site will rank in Google’s search engine results pages (SERPs). This is because Google uses these links to indicate trustworthiness and relevance when ranking websites.

Behavioral Targeting
Behavioral targeting is a form of online advertising that uses data on a user's online behavior to deliver targeted ads. By tracking a user's behavior, advertisers can deliver ads that are more relevant and personalized, increasing the likelihood of conversion. In this glossary entry, we will explore the concept of behavioral targeting in greater detail.

Below The Fold
Below the fold content matters because it impacts how users engage with your website. If your above-the-fold content isn’t compelling enough to encourage users to scroll further down your page, they won’t be exposed to any of your additional information. That means all of your hard work creating great content for lower sections of your page will go unseen! The goal should always be to create an engaging experience from top-to-bottom—one that encourages users to explore all sections of your website so they can get maximum value from their visit.

Black Hat SEO
Black hat SEO is any technique used to manipulate search engine algorithms or boost rankings without abiding by the search engines' guidelines. Essentially, black hat SEO involves taking shortcuts in order to get ahead in the rankings quickly, often at the expense of other websites. While these methods may work temporarily, they will eventually be caught and could result in your website being penalized or even removed from the search engine entirely.

An SEO website blocker is designed to prevent malicious bots or crawlers from accessing your site and negatively impacting your SEO rankings. These bots can come from other sites, countries, or even competitors trying to sabotage your SEO efforts. The blocker helps protect you from these malicious activities by blocking access to your site from certain IP addresses and preventing the bots from crawling your site. This helps ensure that only legitimate visitors are accessing your content, which in turn increases the chances of you ranking higher in search engine results pages (SERPs).

Bottom of Funnel
Bottom of Funnel (BOFU) marketing is an essential part of any successful healthcare marketing strategy. BOFU marketing is the stage of the customer journey where potential customers are close to making a purchase decision and are evaluating the different options available to them. The main goal of BOFU marketing is to convert these potential customers into paying customers by providing them with the information and resources they need to make an informed decision.

Bounce Rate
Website bounce rate measures the percentage of visitors who leave a website after viewing only one page. It is calculated by dividing the total number of single-page visits (bounces) by the total number of entries to a site. For example, if a visitor lands on your homepage and leaves without visiting any other pages on your site, then that counts as one “bounce”. The higher the bounce rate, the less effective your site is at keeping visitors engaged.

Brand Development
Brand development is the process of creating an identity for your business or product through marketing, design, and customer relationships. It involves creating a logo and website representing your company’s values and mission statement. It also involves coming up with a tagline or slogan that captures your company’s essence in just a few words. Finally, it means developing a consistent look and feel across all of your marketing materials—from brochures to social media posts—so that customers immediately recognize your brand.

Brand Engagement
Brand engagement refers to the level of interaction, involvement, and emotional connection that a consumer has with a brand. It is a measure of the degree to which consumers feel connected to a brand, and the level of commitment and loyalty they demonstrate towards it. Brand engagement is an important aspect of brand building, as it contributes to the creation of a positive brand image and can result in increased customer loyalty and brand advocacy.

Brand Management
Brand management is the practice of managing your brand’s perception, appearance, and reputation in order to maintain a positive image and attract potential customers. It involves activities such as advertising, marketing campaigns, product design, customer service, public relations, and more. In today’s digital-first world, brand management has become increasingly important for businesses of all sizes.

In the healthcare industry, branding is an essential aspect that helps businesses establish a unique identity and communicate their values, mission, and message to the target audience. With an increasing number of players entering the healthcare sector, it has become vital for businesses to establish a strong brand to stand out and achieve success.

Broken Links
Broken links are links on your website that no longer work. This means they do not lead to the page they were supposed to, or worse, lead nowhere at all. Broken links can significantly impact your website’s search engine optimization (SEO), so it’s important to understand what broken links are and how to fix them.

Business Directory
A Business Directory provides basic information about the businesses, including their name, address, and telephone number. Business directories can be useful for both consumers and business owners, providing customers with an easy way to find what they are looking for without having to search through pages of search engine results. For business owners, registering your business in a directory can provide added visibility and drive more potential customers to your website or physical location.

Buyer Persona
A buyer persona is a representation of your ideal customer. It is based on market research and real data about your existing customers. A buyer persona helps you understand your target audience's needs, goals, and behaviors so you can better serve them with relevant content and messaging. Knowing who your customer is can help you create a marketing message that resonates with them.
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