Get free Publicity!

Posted by barbarahales

Getting airtime by the media is one of the best (and free) ways to publicize yourself and your services to grow your practice.

Can you imagine competing for patients with Dr. Oz or Dr. Sanjay Gupta?

Of course not. The perception is that if the media wants to showcase them and hang on to each “pearl of wisdom” they share, then they must be the best. Right?

Why couldn’t it be you?

Today, I would like to highlight a program by Steve Harrison. See below.

In almost every field, there are people who are extremely good at getting publicity.  The media loves them and they’re regularly on radio/TV shows and featured in print publications.

They not only get a ton of free publicity but they also know how to really profit from the media coverage through increased sales, name recognition, speaking engagements and more.

To discover how these “publicity superstars” do it and how you too can get more coverage using their strategies, join me tomorrow, Thursday, March 5th for a free webinar (or teleseminar if you prefer):

http://www.freepublicity.com/superstars

Here’s just some of what you’ll learn:

  • Advice from a former NBC producer who booked guests for the Today Show and Dateline NBC on how to become a regular guest on national TV and/or even get offered your own show (think Dr. Phil).
  • How to brand yourself for the media in a way that celebrates your uniqueness while also separating you from all the other experts in your field.
  • Three things Donald Trump does to speak in compelling sound bites.
  • How Jennifer became a regularly-featured lifestyle expert on Fox News Channel and the Early Show as well as scoring coverage in hundreds of print media outlets including O the Oprah Magazine, Redbook, US Weekly, Success and Entrepreneur.
  • Why most authors and experts fail to make the leap from just getting local publicity to scoring big-time national media coverage.
  • Why your credentials don’t matter as much as you might think, but what DOES matter when the media is deciding whether or not to feature you.
  • “The Book Plus Strategy” and how an unknown self-published author used it to become a regular on radio, making a six-figure income doing phone interviews.
  • The hook that helped a nutritionist score so much media coverage it generated over $60 million in sales of his books and information products.

Again, to register for Thursday’s webinar/teleseminar:

 

http://www.freepublicity.com/superstars

 

I look forward to seeing you on more radio/TV shows and reading about you in print publications!

 

 

 

 

 

The Trend You Need to Follow NOW in Healthcare marketing

Posted by barbarahales

Today, I bring you an important and well-written article by Dave Walters, product Strategist at Silverpop.  Please read the following helpful article about The trend of 2015- one you should not miss!

Mobile apps 2.0 shift the way companies market to on-the-go customers.

Many businesses have looked at mobile apps as a necessary evil, something they can contract out to a thirdparty,checkofftheirmobilemarketingchecklist, and then forget about as they return to their regularly scheduled marketing plan. Little wonder, then, that 20 percent of apps are used only once, and about 60 percent are opened less than 10 times.6

With recent technological advancements in geofences and beacon capabilities, though, smart marketers have begun awakening to the data implications of having an integrated, well- thought-out app. In 2015, look for more leading businesses to seek out new ways to create mobile apps with a stronger customer value proposition than “find the nearest store location.”

In this mobile app 2.0 world, companies will be asking themselves how they could benefit from building a more robust mobile app, while also delivering more value to customers. The answers, especially for retailers with brick-and-mortar locations, include:

• Gain a new data source: What actions are contacts taking in my mobile app? Where are my customers right now? And how often do they come to my store? Apps can be rich sources of data that, with the right

integrations, can enhance your knowledge of individual customers.

• Sendpushnotifications:Usingmobiletouch- points, such as personalized push notifications, can increase conversion rates by 8.5 percent.7 Used strategically, these notifications can help you deliver timely, relevant information or offers linked to a customer’s location and behaviors.

• Get access to a new inbox: The mobile app in- box delivers an all-new destination for marketers to reach – one that sports a new set of benefits. Beyond the fact that permission for sending

is typically contained in your terms and condi- tions of usage (and doesn’t provide a traditional email-like opt-out function), in-app inboxes allow marketers to send time-constrained offers and single-use promotional codes to specific users in a true one-to-one manner. Yet because permission is different, marketers need to show restraint in using this new channel.

By taking the time in 2015 to build and update apps to offer content and value that entices customers to download and repeatedly interact with them, as well as accept push notifications, marketers can tap into a whole new way of more strongly engaging their customers.

Key tactics for improving mobile app engagement in 2015:

1) Create a drive-to-app plan: Just because you build it, doesn’t mean they’ll come. So, send contacts a “download our mobile app” email invitation and add a similar message to your onboarding program for new email subscribers. Remember to emphasize what’s in it for the customer.

2) Repurpose content with a twist: The idea of creating all-new content for a mobile app might seem daunting. Instead, mine your existing channels for content that you could repurpose for your app, then tweak it to take advantage of an app’s unique capabilities while being mindful of mobile context.

3) De-silo your app: Feed all those app behaviors you’re capturing into a central marketing database, where you can use them to trigger

personalized content and interactions across your emails, website, call centers and more.

Have you made inroads into mobile marketing for your patients and prospective patients?  Have you considered it?  Contact me for a free consultation.  Let’s discuss your needs.

 

 

Health Marketing Tips on Facebook … What 3 things NOT to Do

Posted by barbarahales

Want your Facebook Page to expand and deliver results?

If social media and Facebook page views are part of your business plan for growing your medical practice and marketing your health care, there are some techniques that you should avoid, despite what you’ve heard to the contrary.

After all, you are spending the time to increase visibility; you don’t want to stab yourself with your own scalpel!

Run from these dubious “helpful tips” that others recommend:

1) Buying Fans and Followers

When you are just starting out, you want to show that there are a lot of likes and tons of people interested in following you.  The perception is that you have a horde of viewers, hungry for your medical advice.  You purchase followers and watch with satisfaction and amazement as the numbers escalate. This is probably one of the top “tricks” people advise to get a Facebook following.

The thing is, the goal is really to get a number of likes and followers from an engaged audience- one that is really interested in what you have to say and will want to use your services or products.  When you have diluted the “like” pool with numbers, Facebook sees that the fans that are engaged are much less percentage-wise.  This decline will damage your brand strength and invoke a punishment- your posts may not appear in your Fan’s feed.

 

2) Tagging Phantom People in Your Photos

A notification is sent out to each person that is tagged in a photo posted to Facebook.  Naturally the curious will click on the site to see themselves- people love seeing themselves and sharing memories of experiences.  But when it is done randomly and people are disappointed that they are not there and realize that it is just a ploy to get brand visibility, anger is aroused.  No one wants to be branded as a spammer.  It will be that much harder to get people to view your site again in the future.  Don’t do it!!!

 

3) Indiscriminate use of Hashtags

When hashtags  first appeared,  everyone was excited to incorporate them into their Facebook posts.- maybe even you!  However, a review of posts by Edgerank Checker reveals that posts using hashtags actually have less chance of going viral than those without hashtags.  Use them when you want to cross promote different platforms with the same type of information for a grouping.  Don’t (#hurt by a hashtag) use them indiscriminately!

 

Bonus

 

Tagging Other Brands

A well-placed appropriate (and relevant) tag to other brands in your post is rewarded by Facebook in their most recent algorithm.  Like hashtags, don’t do it indiscriminately but when it is strategic and makes sense for audiences in both brands.

Arrange for your free consultation at: Support@CompleteContentPackage.com or Barbara@TheWriteTreatment.com.  I would be happy to discuss your needs and give you some pointers.

 

 

 

Why Healthcare Marketing Should Capitalize on Informational Searches

Posted by barbarahales

Setting yourself up as the guru or authority in your field does wonders for setting yourself apart from your competition.

The thing is, you still need to increase your visibility to those who are looking for your services but haven’t heard of you yet. This is where capitalizing on informational search queries come in.

What exactly is an informational search?

According to Wikipedia, informational search queries are those that “cover a broad topic (e.g. Colorado, or trucks) for which there may be thousands of relevant results.”

People typing words into search engines for an informational search query are looking for information as opposed to a specific website.

They want to know from Google, Bing, Yahoo or other search engines what sites meet their criteria in order to get the information they seek.

If it is so broad, can you really capitalize on these searches?

The answer simply is yes!

The most effective way to get visibility with these informational queries is by publishing fresh, quality, valuable SEO content that provides information in a relevant, educational and entertaining way.

How to drive traffic to your site with organic health searches

Here are some avenues you can use to increase traffic:

  • Write an FAQ sheet of the most commonly asked questions in your practice
  • Write a tip sheet on a procedure you perform with the pros and cons
  • Create a video that highlights a condition, a technique, your practice
  • Write a newsletter including breaking news in your field
  • Create a blog with posts that are relevant to your prospective patients
  • Avail yourself of guest blogging to get in front of audiences from other well-travelled sites
  • Press Releases
  • Case studies
  • Create an infographic that enables viewers to visualize your concepts
  • Provide solutions in chat rooms and forums

Using several of these techniques (multichanneling), strengthens your brand, increases your visibility and positions you as the authority or go-to person for the information they seek.

If you can provide solutions to the problems that your patients and prospective patients are struggling with, they will think of you and want to make contact with you to learn more.

By boosting public awareness of your brand, clients and patients will seek you out when they require the types of services that you provide.

Need help with your fresh content? No worries. Contact me at Support@CompleteContentPackage.com and we can discuss your needs.

 

 

 

Why Health Marketing Should Capitalize on Vertical Searches

Posted by barbarahales

While it is true that everyone needs healthcare services, it doesn’t mean that they need to (or will) be by you. Setting yourself up as the guru or authority in your field does wonders to setting yourself up from your competition.

The thing is, you still need to increase your visibility to those who are looking for your services but haven’t heard of you yet. This is where vertical searching comes in.

What is Vertical Searching?

Vertical searches are online queries done by people looking to make a transaction in a specific field. They have already decided on the goods and services they want and they want it now!

There is a vast reward in getting in front of these people. They already raised their hands in regard to wanting your services. Now tell these prospective clients that it is you that can provide them.

How to Capitalize on Vertical Searches

There are two ways to approach vertical search queries. The first is by optimizing your website:

  • Who you are
  • What your brand and mission represent
  • What services you provide
  • What products you represent
  • SEO keyword enriched organic information
  • Fresh content

The second way is by having sponsored ads on Google and other search engines in the form of PPC. This is pay-per-click ads which send the viewer from the search engine to your site (which is stellar if you have followed #1).

Utilizing this technique gets your name above all the web results from searches and your visibility is above the fold for the transactional keywords queried.

While there is a cost generated by PPC advertising, you don’t pay for those people who view the ads and move on. You only incur an expense by those clickers looking for you specifically- your services. In other words, you are letting the search engines reach out and help do the marketing for you and getting the prospective clients/patients that you want. The small investment is made up in spades by the revenue that it generates for your practice.

And isn’t that what successful marketing is all about?

When you decide the time is right for you to venture out and get involved in health marketing, I would be happy to help you out.

Contact Support@CompleteContentPackage.com. Let’s discuss your needs.

Effective Health Marketing Steps to Growing Your Medical Practice

Posted by barbarahales

Maybe you think that you’re so busy with patients now that marketing isn’t necessary.  But…you’d be surprised at how fast a practice could tank if a few referrals dry up or an insurance company that covers most of your patients, goes out of business themselves.

Growing your practice means investing in content marketing- investing time, attention, money.  You really can’t turn a blind eye to it any longer.

Content marketing

Content marketing is one of the most effective ways to strengthen your brand, get your message out and distinguish you from your competition.

I get that marketing is not your forte; medicine is your concern.  It’s not always easy to figure out where to begin, especially if this is new to you.

I would like to share with you an article from Forbes which puts out an easy to understand, actionable tip sheet.

Tip 1: Be a better writer; tell better stories

People won’t remember your advice, they certainly won’t remember your statistics but most people will remember your stories- the ones that elicit emotions, whether it is fear, happiness, sadness.

Tip 2: Answer the questions your prospects and customers ask

Let’s face it, people are only going to be receptive to information that is relevant to them.

Tip 3: Tell a consistent narrative campaign to keep your audience moving through the marketing funnel

Present the problem, the history of the problem and the solution you present as well as the success of your solution.  Then present the action steps that you want your readers to take.

Tip 4: Make an appointment with your audience

“Instead of inviting people to sign up for your email newsletter or blog posts, invite them to sign up for a specific piece of content delivered at a specific time”- Andrew Davis, author of Brandscaping: Unleashing the Power of Partnerships

Tip 5: Think about content promotion first

“Think of who would help amplify your content and why.  If you can’t answer this question first, don’t bother creating it.”

Tip 6: Invest in Participation Marketing

“Look beyond our own subject matter expertise to the wisdom of your community for content ideas, content co-creation and promotion.”  Go into forums and chat rooms dealing with conversations that are in sync with what you do, your specialty or niche.  What are their problems?  What is trending?  What are the questions that they want answers to?  You could be that guru that supplies it.

Tip 7: Build out your content funnel with EGC- Employee Generated Content

“Content is an ongoing activity, never a one-off campaign”.  Think of your staff.  What can they discuss?  They certainly can talk about the process that patients go through when coming to your office for a particular procedure or how to navigate through their health insurance.

Tip 8: Collect and create “content chunks”

“We are becoming more systematic with the way we collect and create ‘content chunks’.”  Your information can be repurposed in several ways from your published articles to your podcasts, videos, teleseminars, blogs.

“Not only do we have examples at our fingertips for our Facebook content example of week, but becaue of the way we are collecting the data, we can now look at examples by segment (e.g. by tactic type, industry, etc.) The information is all ready for any future formats or projects as well.”- Michele Linn, Vice Prsident, Content Marketing Institute

Tip 9: Learn the skill of writing headlines

85% of readers will make a decision as to whether to read your information based solely by your headline.  This is the sensational or relevant points that scream out at you by newspapers, magazines, media news and ropes you in.  Having a boring headline will surely get your article deleted as quickly as the finger can hit the key.

So, are you weak in the knees at the prospect of attempting these steps?  No worries.  Let’s discuss your needs.  Get a free consultation.  Give me a call – 561-325-9664.  Speak to you soon!

Health Marketing Tip of the Day

Posted by barbarahales

With all your hard work at providing content on your site to educate your viewer, increasing visibility with traffic to your site is an obvious need.

Helpful List

There are many sources toward increasing site traffic but the following channels are techniques to consider accomplishing this:

  • Website Optimization
  • Social Bookmarking
  • Facebook Page
  • Pinterest and Instagram
  • Podcasts
  • Webinars
  • Teleseminars
  • Create a Minicourse
  • Press releases
  • Blogs

 

  • Guest Blogging
  • Articles
  • Speaking Engagements
  • Videos
  • Chat rooms
  • Forums
  • Ezine Articles
  • Article Publishing on other sites
  • Newsletters
  • Testimonials

This list may seem exhaustive but you would be surprised at how you can repurpose content to fit several categories.  Start with one or two and when you have gotten consistent with it, then branch out.

The above list is little to no investment.  If you would like to really boost traffic more rapidly, then an investment would pay off by:

  • Newspaper Ads
  • Ads in Journals
  • Affiliate programs
  • Direct mail campaigns
  • TV/Radio Ads
  • Online Pay-Per-Click Ads
  • Adword campaign

Need Help?  I would be happy to have a free consultation with you.                                                       Give a shout out at 561-325-9664.  Speak to you soon!

Why should you do health writing for social media?

Posted by barbarahales

Surprisingly enough, that’s the very question a lot of doctors still ask- “why do health writing for social media?”

The thing is, social media is a great place to:

  • Engage both patients and prospective patients
  • Build a practice and attract new patients
  • Stay ahead of the competition/colleagues vying for the same patient pool

Social media has become a great opportunity for marketing since mobile devices have become so popular, health information has become so accessible online and patients are enabled to research solutions to their medical symptoms or conditions.

Yet, still many physicians resist the urge to participate in social media or to do any health writing for the public.  Dr. Mandrola, a blogger and writer at Medscape in addition to practicing cardiac care, points out:

“we continue to keep our heads down, stay in the weeds, out of trouble.  Don’t wiggle; don’t rock the boat; check the boxes; fill out the forms and accept what comes.  Don’t dare engage in the online conversation.  Choosing this path is like not treating a disease; less ownership confers less personal risk.”

The article written by Dr. Mandrola can be accessed at: “http://www.drjohnm.org/2014/02/doctors-and-social-media-its-time-to-embrace-change/.  The following can be found in his article and I recommend reading it.

“As a multi-year participant in social media, I see more benefit and opportunity than risk. Here are five factors to consider while pausing at that fork in the road.

“First, consider the blank-slate status of the playing field for health care social media. Beyond common sense and decency, there are few rules. Digital natives—like me, and perhaps you—will make the rules. Pause for a moment here and consider that idea: making rules rather than following them. Sounds good, doesn’t it?

“Second, as a doctor, you are different. People will listen to you; your voice matters. What patients really want to read is what their doctor says.

“Third, social media can be therapeutic. It’s an understatement to say morale amongst caregivers is low, and sinking lower. What’s more, the social aspect of social media connects you with colleagues across the world, not just your hospital’s doctors’ lounge. I regularly connect with colleagues in Germany, Australia, and the UK.

“Fourth, social media can make you a better doctor. The pace of change in health care is increasing. Staying current and informed has never been more important. The micro-blogging platform Twitter allows easy curation of content from trusted sources as it comes available. Another aspect of creating content is the depth of knowledge it requires. In this way, I have no doubt that participating in social media has made me a more informed clinician.”

Do you have a health blog?  If you put the url in the comment box below, I will share it with my readers.   Another good opportunity for you!

 

 

Remember the 3 Es in Health Marketing

Posted by barbarahales

For health marketing to be successful, implementing the 3 Es are essential:

  • Education
  • Entertainment
  • Engagement

 Education

People are savvy nowadays when it comes to online information.  They don’t want one continuous ad or be marketed to.  They are looking for interesting blog posts with relevant information.  They seek solutions to the problems they are struggling with.  Discussing the “disease of the week”, new techniques, medical breakthroughs or new medical devices and apps are great ways to educate the viewer- teach them new things without being pedantic!

Entertainment

Be entertaining.  No matter how valuable the information is that you impart, if you write it in a monotonous tone without letting your personality shine through, people will merely close the page and move to a different site.  No one wants to sit through a list of statistics and dry data.  Consider the experience of your viewers.  Think of your reader as your friend, or someone you’d like to be friends with.  Now talk to your readers, the way you would talk to your friend.  What can you say to develop a connection?

Engagement

Consider what you can say that will encourage interaction with your readers.  Forums and chat rooms work well.  Surveys are great ways to see what your readers are thinking and what topics they would like for you to cover.  SurveyMonkey.com is free and works well, allowing you to set up the questions for your study.  Encourage comments with your blog posts.  Ask viewers to share your posts with their friends.  Place a call to action after each blog post and offer premiums for viewers to write in and request.  This builds up your database along with your subscriber list.

Building quality relationships brings in repeat visitors and they will recommend your site to others as well!  Invite them to be a part of your medical community and encourage interaction between other readers on the site.

The biggest key to success in health marketing is to focus on the consumer, your patient or prospective patient.  Don’t spend your time and space touting how wonderful you are, how great your practice or services are.  Instead, concentrate on your patient.  What are they seeking?  What solutions do they need? Offering valuable content is a sure way to strengthen your brand and be thought of as the “go-to” person or authority in your field.  This puts you head and shoulders above your peers, colleagues and competitors.

After all, isn’t this what you really want and need?

Don’t miss out on any helpful tips.  Sign up in the box at the top left corner of this page.

See you at the next post!

 

 

5 Strategies to Grow your Medical Practice with Content Marketing

Posted by barbarahales

Visibility and traffic to your business can mean the difference between being a success or being a “has-been”. It’s not so far-fetched these days to hear “Didn’t he USED to be in private practice?” or “I wonder whatever became of the office that used to be here.”

Content marketing is a proven way to generate  traffic online while boosting your site’s ranking on major search engines which further generates traffic.

Maybe you’re thinking that you don’t need strategy to grow your business- that you’re already too busy as it is.  You’d be amazed at how referrals can dry up over night or expulsion from insurance companies that you participate in can suddenly occur.

What is content marketing?

Content marketing involves providing fresh, educational, relevant content online which strengthens your brand, gives you increased visibility and positions you as an authority in your field.  It also provides an opportunity to engage with your patients and prospective patients as well. The best part- it’s free advertising.

Types of content marketing are:

  • blogs
  • newsletters
  • article publishing
  • videos
  • podcasts
  • and many more

Strategy

In order to get the best exposure for your practice, try these 5 strategies (in combination):

1) Website

It goes without saying that without a website, you don’t exist!  Patients are looking up the doctors that they get referrals to and find out all about them before scheduling that first appointment.  If you have no website, you will be found only through online reviews (which may or may not be complimentary to you).

Don’t rely on the websites that you are mentioned on through insurance companies.  These websites are owned by them as is the content.  It can be deleted at any time, leaving you…nowhere.

Websites provide a great opportunity to let people know:

  • Contact information
  • Directions to your office
  • Office hours
  • Insurance coverage that you accept
  • Types of procedures that you do
  • Types of conditions that you treat
  • Essentially, who you are in your professional role

2) Blogging

Having a blog enables you to continually add fresh, new content to your site.  It directs viewers to the service you offer and after engaging your reader, enables you to state a call-to-action.  Simply, this is where you tell them what step you want them to take next (whether it is to make an appointment, subscribe to your newsletter, send for a guide or premium)

Patients are asking you questions every day.  Many of these are the same ones that are asked by many and would make a great way to answer the question, solving problems while having interesting content.

3) Social Media engagement

The most valuable aspect of social media is the profile page.  Make sure that this is filled out with the information that puts your best professional step forward!

There are many social media sites but the ones that your patients will be on most commonly are: Facebook, Twitter,  Google+ and StumbleUpon.  Facebook allows you to have a page for business and this is a good way to attract and interact with patients or prospective patients without any “friend and family” posts.

4) E-zines (digital newsletters)

Newsletters provide a great way to highlight “the disease of the week”, medical breakthroughs, “the tip of the week” and helpful information that solves problems people are struggling with.  Setting up a routine of sending them out consistently creates an action of looking for your newsletter to come out at that time each month.

Just remember, you can only send out your newsletters to people that have requested (opted in) to receive them.

5) Videos

Making videos need not be difficult or technical.  In fact, using your smartphone to create your video is a simple way to accomplish your goal.  The sweet spot is 2 minutes and you can download it to YouTube right through your phone.

Make videos of procedures that you do or explain medical equipment that you have (so that it is less intimidating when patients see the machines in the office).

It’s crucial that you include a link to your website in the video description field

Start with one step and as you become more proficient in it, branch out until a combination is attained.

Content marketing can be very time-consuming, and a lot of work to consistently derive valuable relevant content for your viewers.  If you feel that this describes you, hiring a professional content writer is the solution to your problems.

Contact me at 516-647-3002. Let’s discuss your needs.