What Types of Press Releases Work for You?

Posted by barbarahales

There are 6 different types of press releases.

       1) General News

A general press release is by far the most common type of press release.  This is what first comes to mind when someone hears the words "press release".  Typically this type includes news that must be announced to the media immediately.  The objective of this type is to generate interest, coverage and exposure for the company that decided to distribute the press release to begin with.

2) Launch

A launch press release is actually pretty similar to that of a general news release in terms of format, but its intent is much, much, much more specific.  A launch press release is a lot more urgent while its main purpose is to create a buzz regarding a specific revelation.  This includes announcing a new company, new medical practice, website or any sort of initiative.

        3) Product

A product press release often comes in a format that is a lot different from a general news release.  This is only because a product press release usually includes product specifications.  It can be used together with a launch release if the focus is launching a product.  A product press release is the type that would create and distribute if you intent to launch a new product.

        4)Executives or Staff Announcement

An executive or staff announcement release is what you would typically send out if there were staff changes to your medical practice or company.  This type of press release is different from a general news release in the sense that it can actually contain biographical data to support the other information.

        5) Expert Positioning

An expert positioning press release is a lot less urgent compared to a regular general news release.  Specifically, this type can actually focus on a company report and include statistics or results.  Also, it may contain news from other organizations.

        6) Event

An event press release has an even more different format than a general news release basically because it needs to be shown to members of the media and answer the questions of who, what, when, where and why.  Usually an event press release looks a lot like a list or outline instead of paragraphs.

So, in deciding which press release you should focus on, consider the purpose of it to you, your services and your medical practice.

Key Points for Press Releases

  • A press release is a short yet very compelling news story written by a public relations person and then sent to targeted members of the media.
  • Timeliness is the MOST important
  • The story needs to appeal to the intended audience
  • Make sure to find specific media and journalists that would be most interested in your story
  • A dateline is what contains the release date of the press release and mostly contains the originating city of the press release
  • The headline is the single most important line of text in the entire press release; it's what catches people's eye first and tells people exactly what the press release is about
  • Your headline should be very descriptive but not too long
  • An effective press release involves developing a story idea that's unique, timely and newsworthy

Want the press release done for you?  We can get you started right away.  Call 516-647-3002 for details.

How to Market Your Medical Practice with Press Releases

Posted by barbarahales

A press release should be written in the third person.  Instead of using we, us and ours, use they, them and theirs.

It can be VERY useful to look at other doctors' and hospitals' press releases.  Take the time to look at the most viewed press releases, as they usually provide a lot of insight into how to write a well-organized and well-written press release.

Remember that the main goal of a press release is to spark the interest of a journalist or publication.  Keep the hype to a minimum.  Focus on facts.

Writing an effective press release really involves developing a story idea that's not only unique but also timely and newsworthy.  Basically, a press release won't spark any journalist's interest unless it has to do with something truly original or is closely tied to current events.

Factors that make a story newsworthy

 

In order to make your story relevant and viewed, it must be newsworthy.  You can accomplish this by implementing the following.

  • Timeliness is the MOST important.  Without this, the story wouldn't be called "news."
  • Next is the importance of the people or organization that is featured in the story.
  • The story actually appeals to the intended audience and applies to human-interest in general. (These are stories that are usually very emotionally driven)
  • Find specific media personal and journalists that would be most interested in your story.  Usually journalist's work covering a certain type of news is the one you want to reach out to.  So figure out what journalists would be willing to cover your story- otherwise you are most likely going to be ignored.

But I don't know any journalists

No need to fret.  There are numerous ways to find the right journalist for your story.  The method you choose will depend on how many people you want to actually go about contacting.

If your story isn't time sensitive and consists of mostly local interest, you could actually read the local papers while looking for reporters who write about similar topics.

If your story is of national or international interest, send the press release to as many media outlets and journalists as possible.  I know ghat's common sense, but it has to be mentioned.

Believe it or not, there are paid press release services that actually broadcast different story ideas to hundreds if not thousands of journalists all at once.  You can write the release and submit it (many are online).  They take care of the distribution for you.

Keep in mind that journalists are human beings just like the rest of us and are more likely to look over a press release from a "friend" than from a complete stranger.  That's why it is so important to create professional relationships with members of the media!

HARO

This stands for help a reporter out.  Remember, reporters need stories to write about.  It could be yours!  Find out what stories they are looking for and contact them to assist.  You could be their next "go-to" person or authority when they write health articles in your specialty.

Want it all done for you?  I would be happy to help.  Call 516-647-3002 and we can get you going!

 

8 Steps to a Successful Health Whitepaper

Posted by barbarahales

 

Thinking of writing a white paper or information guide and don’t know how to quite go about it?  There is a template that you can follow to make it easy to understand and have it well-received.

Template

Structure your white paper in the following way:

1) Introduction

Present the problem that you want to highlight and the solution you have for this problem in the first 2-3 paragraphs

2) Drivers

Thrash out what is driving the market toward your solution and how people would be better off with the solution that you provide

3) Problems

Pinpoint 3-5 issues related to the problem that you have highlighted

4) Generic Solution:

Present the solution in a generic manner

5) Define-

Succinctly define the solution

Benefits- show how the benefits overcome the problems listed

6) What to look for:

List the considerations when looking for a solution and how to go about it.

7) Specific Solutions

Go through the advantages that your service provides

8) Call to Action:

Supply a logical next step such as contacting the office for an appointment or consultation and include the medical practice contact information. Not only should you list the office telephone number and address, but also include the hours that the office is open to ensure those following the call to action are successful in reaching your or your practice.

The purpose of the whitepaper is to be educational and informative. While the “short” whitepaper was 6-10 pages in the past, recent studies show that papers can be successful at 4-5 pages.

Place the title on your website, blog, press release or published article and have patients (and prospective patients) request it by giving their name and email address. This helps build your database while being informative.

For more helpful tips on writing white papers and content marketing for health, check out:

 

Get your copy at Amazon.com!

Need additional help?  Call 516-647-3002 and we can discuss your needs.

5 Tips for Medical Content Marketing on Social Media

Posted by barbarahales

 KIEV, UKRAINE - OKTOBER 03, 2015 Collection of inscriptions, symbols of popular social media Youhoo, Google, Instagram, Flickr, Linkedin, Facebook, Flickr, YouTube, Twitter, Pinterest and others printed on paper. Selective focus

Using social media is a great way to attract visitors to your website and convert them from prospective clients to bonafide patients who call to make appointments.

The thing is, you need a medical marketing strategy.  Otherwise you are peddling fast and getting nowhere. Creating and distributing relevant and valued content to attract, acquire and engage your target audience, is what we call Content Marketing and once you have created your content, it's time to put it out onto social media.

Medical Content Marketing Strategy

  1. Add photos, video and web links to increase patient engagement
  2. Create relevant and interesting content in the form of blogs, podcasts, videos, webinars, published articles, quotes and breaking news- all things that can be easily shared.
  3. Include a call-to-action so that your viewers click on to your website or ask for that report that you are offering (and finding out who is interested in your services along with their email)
  4. Keep your information in line with your services and products to strengthen your brand and let your viewers (as well as search engines) know what you are all about.
  5. Keep your posts short, relevant, and easy to understand.  Here is not the place to use medical jargon that the viewer may not know.  Keep it interesting and presented in a way that everyone can understand.

Share your content to build your brand, attract viewers and increase social ranking. Social network algorithms determine what content will be displayed in users feed. Factors  in the analysis includes user preference and link credibility among many variables.

Remember, you are posting to social media with a purpose.  The goal is to drive traffic to your website, get email addresses,and prompt the viewer to contact you and the medical practice. When you share content from your  website you are trying to attract visitors to it.

When you share content from other websites or post guest blogs,  you will be providing value by sharing useful information. Provide a mix of external and internal unique content.  This decreases the demands to create content and still enhances your visibility.

Social media is a great way to encourage engagement which also increases your network metrics.  Engagement is an important factor in social network ranking allowing you to appear in more user newsfeed. Social media also enables your visibility to extend beyond the scope of your website and your practice to place you in a position of authority in your field.

 

Live video content is performing at a very high level (i.e. Twitter and Facebook) and the trend is expected to continue. Adding videos to your mix will increase the amount of views and shares.

Using your analytical tools, see what forms of content garner the most views, engagement and shares and continue to increase these.

Need help with your content creation?  No worries.  Call 516-647-3002 and we can discuss your needs.

 

Successful Medical Marketing Targets specific groups, some are a surprise!

Posted by barbarahales

While it is true that the millennials spend a great deal of time online, the group that spends the most time researching and gobbling up online content each week is the Baby Boomers, according to Adweek.

Just as Facebook found that the largest segment of growth was in the 65 and over in years, each channel is finding this to be the case as well.

By concentrating on only the millenials, you are missing out on reaching a large segment with your medical marketing and therefore leaving large chunks of money on the table!

Pew Research Results

The breakdown from the research looks like this:

  • 18-29 year olds-96% use internet
  • 30-49 year olds: 93% are online
  • Over 65- 63.7% of Baby Boomers are online
  • 50% of ages 50-64 (a 57% increase since 2009) and 77% of those 30-49 use social media on a regular basis.
  • Seniors are just as apt to share content on Facebook (60%) according to Adweek

Accenture points out that searching for health-related information is the number one reason that seniors go online: 58% of those 65 and older, and 71% of those 50-64, currently use the internet for exactly this purpose.

 

As these statistics highlight, digital ad campaigns should not concentrate only on the millennials because although they are receptive, you would be missing a big chunk of the patient population that is also receptive to your message.  What you have to consider is what age group you provide services for in your practice and focus on ad campaigns to them without leaving any groups out.

Remember that seniors are more eager to take action than younger groups when it comes to their healthcare needs. The  Advisory Board reports that  healthcare spending by those 65+ could increase anywhere from $200 million to $1 trillion by 2024 and  62% of Baby Boomers currently have at least one chronic health condition related to obesity, while it is predicted that 60% will have multiple obesity-related complications by 2030. In spite of such statistics, they have the longest life expectancy of any generation, ever, reports Time — which means they’ll be in need of ongoing treatment for many years to come.

Your ad campaigns can be targeted to reach each age group specifically and cover the concerns that each of these groups have specifically.  You speak to these patients every day in your office.  It's time to give up the reluctance and speak to them online as well!

Need help with your campaigns.  No worries.  I would be happy to help.  Let's discuss your needs and get you started.  Call 516-647-3002

See what is Trending in Medical Marketing today

Posted by barbarahales

The telehealth, health marketing Daily

Digital Health Market - Growing Demand for Healthcare Technology |Social Media Marketing Strategies for Hospital and Healthcare Industry

webchanakya.com - The changing landscape of hospital and healthcare and their marketing strategy has evolved in the past few years. Hospital marketers now use social media as a tool for connecting with consumers, an...

What Can Digital Marketing Do for Your Telehealth Service? - American Well

americanwell.com - By Bridget Kelly, Client Marketing, and Sarah Natoli, Content Marketing Let’s talk digital—specifically, the main digital marketing channels and how they can be collectively leveraged in a campaign...

5 Free Tools for Medical Marketing

Posted by barbarahales

As a professional in the health field, you already work 25 hours out of every 24.    Your patients are often aware of the latest information with online surfing. Wouldn't you feel foolish or insecure if they knew more about what is going on in the healthcare field than you?  You need tools that will let you know what's out there, medical breakthroughs and what is hitting the news.

Here are 5 Free Tools that you will come to rely on and find invaluable- both informative and a time saver!

1) Feedly

Feedly is a great tool for discovering newsworthy content in your specialty.  It aggregates breaking news articles from social media sites like Facebook and newspapers.  if the article is noteworthy and relevant to your patients, share it with your patients, your fans, readers and prospective patients. You can post it in your blogs as well as your newsletters.  If the information is truly new and earth-shattering- you can share it with your patients immediately. (This will stem the tide of calls from patients wanting to discuss the news with you and whether it is relevant to them from a treatment standpoint.)

2) Reddit

Reddit consumers discuss their concerns, symptoms and problems in the comment box which provides thousands of content ideas for you.  It is a treasure chest of patient interests, and current trends. There are 8 billion views in a single month!  Not only can you get targeted ideas, you can also post your ideas and articles on Reddit.  Those that are upvoted, spread virally all across the internet.  This helps strengthen your brand and promotes you as an authority in your field. (Just remember, it can go the other way also!)  Remember to use stellar content that people will understand and find captivating.

3) Google Alerts

Supplied by Google, you have only to submit the topic or keyword that you are interested in following.  Every time this topic appears online, whether it is from a digital newsletter, magazine, blog post, you are emailed the information so that you can read and refer back to it.

4) Quora

This is quite a useful place to follow trends and influencers. It is the largest Question and Answer site online with a vast database of questions and answers. Not only is there a wide range of topics, but also eye-catching titles that you can use for content ideas and write articles on.

5) Canva

You've heard countless times that a picture (or video) tells a thousand words.  Well, Canva supplies the images for you to do just that!  While visual images are more appealing and captures interest, it can be quite expensive.  Here's where Canva shines:

  • Supplies images for every topic including events and holidays
  • Enables color changes to suit your brand
  • Makes adding captions and text easy
  • It's simple to use
  • Provides a variety if formats and image sizes

Now is the time to explore Canva.  It is just so useful, you will wonder how you ever did without it!

Need help or want a free consultation?  Let's talk--give me a call at 516-647-3002.  Don't put it off when I can do it for you!

Tweet Your Medical Marketing

Posted by barbarahales

According to the Pew Research Center's Internet and American Life Project, 91% of American adults now carry cellphones, with 56% accounting to smartphone use and ownership. In fact, the "cell phone is the most quickly adopted consumer technology in the history of the world"!

Why is this important to you?

Cell phones have become fundamental to basic important activities such a people getting health information.

More and more people are using their smart phones to connect, to socialize, to swap ideas and to get information.

Twitter has capitalized on entry to people through their pocket , their dependence of cell phones and usage of this technology. It has come a long way since its first appearance a decade ago. Despite the 140-character restriction, Twitter offers some beneficial edges for medical marketing. Its application in customer service has made Twitter very attractive for medical practices, hospitals and healthcare facilities.

Sixty-five million Americans use Twitter with 50% of consumers using it at least once every day. Two-thirds get news from Twitter feeds and is a great source for information in tracking epidemiological events as well as current public health issues according to The Washington Post.

Twitter Customer Service

According to Twitter:

 “Customers are engaging with companies on Twitter to solve their customer service issues, and brands are responding in innovative ways.” "Companies now have the tools to match ever-loftier customer expectations, with personalized service that’s faster, more efficient and more relevant.”

This holds true for healthcare as well with informed and interactive patients seeking satisfaction and personal engagement with their physicians, hospitals, medical homes and medical practices.

Twitter’s Customer Service Playbook

The goals for business in general, and for healthcare facilities and providers in particular, are to reduce operating costs, efficiently generate revenue, and improve customer satisfaction. And to help  Twitter for The Customer Service Team at Twitter has devised  an informative and helpful playbook, to aid in patient satisfaction and generate company revenues.  Titled: Customer Service on Twitter, it is free and you can access this upon request.

Twitter states that the purpose of the guidebook is to

“Enables companies to deliver differentiated, scalable customer experiences with:

Unparalleled reach and amplification through one-to-one-to many interactions;
Real-time conversations with customers;
Unprecedented insight into what customers really want and how they behave; and
Enhanced operational efficiency.”

I strongly recommend that you get yourself a copy.

For more helpful tips, sign up in the box at the top left of the screen to see future posts.  See you then!

Which Medical Marketing Services Will you use? Check out what the Big Guys do!

Posted by barbarahales

Today's blog, which reflects demand for business services and which ones were desired the most by companies, comes courtesy of Michael Hoban of blur Blog.

In 2016, Fortune 500 companies will generate $12 trillion in revenues and approximately 4% of this cumulative revenue – $480 billion – will be spent on IT services alone.

Demand for Business Services

We reported at the end of Q1 which particular business services, in key categories like marketing, had experienced the biggest growth in demand globally.

Using blur Data, a cloud-based business intelligence tool which collates and interprets data from blur’s Marketplace as well as multiple external sources, we’ve identified which business services have been the most sought after in Q2, across six of the most common services spend categories:

Type of Marketing Service

Change in Demand (since Q2 2015)

Type of Design Service

Change in Demand (since Q2 2015)

UX & UI +45.6%

App Design +17.0%

Type of Technology Service

Change in Demand (since Q2 2015)

Type of Content Service

Change in Demand (since Q2 2015)

Data Sheets +13.0%

Type of HR Service

Change in Demand (since Q2 2015)

___________________________________________

As you can see, marketing is sought to bring in business, whether it is to procure leads or convert them.  By now, although you are not working with the same budget, you must appreciate the value of marketing to increase visibility and grow your medical practice. If you do nothing because you feel that you are busy enough as it is right now or because you get referrals from insurance companies that you participate in, you will be sorely surprised.  Patients move, die or transfer to other places.  Insurance companies can drop you overnight.  In the blink of an eye, your practice can decline like a stone dropping into an abyss.

Dip your toe into the marketing waters.  Figure out what your budget can be, bearing in mind that some marketing efforts are without cost. (just time and effort)  Make a checklist of all the services that you can look into and consider for the type of business that you operate.

Try one service and then after you have analyzed the ROI of this, you can either add to it or modify it, depending on the value that you receive.

If you would like to  further discuss your needs, you may get a free consultation at 516-647-3002.

Speak to you soon!

What Can We learn in Medical Marketing from Gandhi and Mother Teresa?

Posted by barbarahales

 

 

 

 

 

Perhaps you were taught that you had to "toot your own horn" when you were growing up. But ask yourself, did the truly great figures of our time  have to do this for people to listen?

You may think you are great but compare yourself to Gandhi or Mother Teresa.

What made them so attractive to the world?  What made millions follow them?  These were among the greatest people who came from a position of humility. They made it clear that they were here to S-E-R-V-E!

Lessons

  1. Empathy

Patients and viewers, who may then become prospective patients, want to know that you share experiences as a human (and let's face it, we are all concerned with wellness whether a doctor/patient or patient) and that you have empathy.

2. Help

We are all here to serve others in one form or another.  Present a summary of your medical business, what services you provide  and  solutions that you offer in the form of how you can help. Highlight the offerings that are relevant to your clientele and to your practice.

3. Teamwork

Explain how you work with your patients to provide them the best healthcare options.  Stress that your patients are an integral part of their team and that they have an input into their therapies and that you work together to accomplish their goals.  Not only will they be happier, the compliance rate will be significantly improved.

4. View with their eyes

Present situations through the patient's viewpoints.  They will understand what you are saying and less likely to tune you out through fear. When you portray the facts and findings with humility, patients appreciate the time you have taken with the and the understanding that you have of the topics and of them. Humility allows both of you to save face and to interact further in emdnging any care plans.

5. Team

Choose good staff (those with people skills) and train them well.  Then, allow their strengths to serve the greater good instead of constantly trying to control or micromanage them. According to

expert Rob Nielsen, coauthor of Leading with Humility:

"When people are demonstrating these behaviors—self-awareness, perspective, openness to feedback and ideas, and appreciation of others—employees are saying: ‘Yes I’m happier in my job; I actually can perform at a higher level. There is an association between the humble leadership behaviors and those outcomes."

Humility is not easy.  It is not a weakness but a strength- having the confidence to show it. It's what makes you more believable and more likely to have patients flock to you.

If you believe in this message, please share it with your friends and colleagues.  Thanks.