What’s Your Click through rate (CTR) and Why you should care!

Posted by barbarahales

Click through rates, just like keywords, metatags and links are important in garnering a higher rank for your health/medical website by search engines and is prominent in their algorithms.  It refers to the ratio of people who click a link against the total number of people who had the opportunity to do so.   Google uses CTR as an important determining factor when it calculates the “Quality Score” of a website.

 

To boost your organic CTR you need to use SEO tools and techniques. With the proper techniques,  your website will be ensured more online visibility and increased click through rate. Patients looking for your specific services can find you easily.

Following are some tips to increase your CTR.

  • Using relevant content to help viewers understand the flow of your website and also makes it easy for them to find what they are searching for.
  • Structured snippets
  • Make sure to have a Call to action button. This  will improve conversion rates and increase user interaction.
  • A relevant website URL with keyword incorporated is important for any website to rank high.
  • Use the right keywords. It helps connect searchers to your website and improves your visibility.
  • Use a title with relevant keywords to boost your CTR quickly.
  • Implement a  good Meta description ( concise explanations of the contents of online pages.) It should have a compelling description.
  • Sitelinks are powerful way to dominate the SERPs, increase trust and direct targeted traffic to your site’s internal pages. For acquiring site links, maintaining a clean and clear navigation is also important.

Need help with your click through rates?  Outsource it.

New Twitter for Health- 7 Changes You Should Know About

Posted by barbarahales

Do you think that your patients and prospective patients don't use Twitter?

Dr. Oz has 3,866,400 Followers on Twitter. These are the same people that would follow you if you were interesting and active on Twitter.  Many of these would want more of you in the way of scheduling appointments to hear what you have to say.

 

The Doctors TV show has 371 thousand followers.  How many of these do you think you'd need?  A mere fraction would keep you busy in your practice and community for years.  The thing is, they do put in the work.  They have 11.7 thousand tweets.

Have you downloaded the Twitter app?  Having it on the phone allows you the convenience of tweeting wherever you are instead of being tied to your laptop or desktop computers.

Are you familiar with the new revamped Twitter?

 

 

 

7 Changes you should know about

  1. Badge of Honor: You can now get a "verified badge for your twitter site.  This means that your account has been verified and identifies the account as authentic and legitimate. The reason behind this according to Twitter is to "help more people find great, high-quality accounts to follow".  Would you like to be one of them?
  2. Seconds: Twitter allows you to upload videos for more than 140 seconds.  This will enable you to post preoperative and postoperative videos as well as the surgeries themselves or techniques that you perform.
  3. Characters: Photos, videos and surveys don't count in the 140 character restriction.  That includes @mentions in replies.
  4. Retweets: We all know that the lifespan of a tweet can be 8 seconds.  Now, you can retweet yourself.  Previously, you could only retweet other people.  Now you can add quotes, add to tweets that you have posted in the past or simply bring your old tweet to the forefront again.
  5. Easy Connections:An icon has been added in the right corner of contacts that looks like a figure with a plus sign in a rectangle.  Pressing this will enable you to connect to that contact immediately. Twitter will also suggest accounts you may want to follow, based on your interests and popular accounts in your local area.
  6. Direct messages: You can go from tweets directly into private chats by clicking on the message or via direct message button.
  7. Images: Tweets with images get many more clicks and retweets. Don't have any?  You can now search the GIF library when you are creating a tweet.  There are more than 100 million GIFs that are shared on twitter.

Get started on Twitter if you haven't done so already.  I don't mean the old way.  Become interesting and "picturesque".  Need help?  Give me a call at 516-647-3002 and we can get started!

What Content marketing can do for you, the Physician

Posted by barbarahales

People do business with those that they "know, like and trust".  It is the same for patients seeking care from physicians.  While you may not be able to know everyone in the community before that first encounter, prospective patients feel that they do know you, trust and like you.

How can that be?

Simple...through the internet.  You are active online, aren't you?  Oops...did I hit a sensitive nerve for you?

Content marketing provides an avenue for people to connect with you, get acquainted and chat with you.

According to the Content Marketing Institute, an online resource for information on all things content marketing is defined the following way:

"Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."

Content marketing is a way to attract new patients to grow your practice and keep your current ones, not only wanting to return but also referring their friends and family to you as well by raving about you and your practice.

What Content Marketing Does For You

If getting new patients is not enough, it also enables you to:

  1. Listen-  find out what the needs and interests are of patients in the community.  Rather than simply promoting yourself, find out what patients are really interested in.  You can be that person for them. Learning about your target market gives you an advantage over your colleagues and competition in the field.
  2. Be a thought leader- Share ideas with your fans and provide solutions for them to problems they are struggling with. These thoughts you share, will be shared with others.  Going "viral"  is a dream come true for most people. It spotlights you and strengthens your brand.
  3. Drive traffic- engaging your viewers not only builds awareness and increases search engine rankings, it brings traffic to you and your website.  This is free as opposed to advertising and spending a lot in your budget.

Publishing information that is relevant to the public and interesting has the power to engage patients. It is crucial to keep in mind however, that the relevant and interesting content should be that which is in line with your services and skills.  Choose topics that you are an expert in.  This will influence their decision to select you as their physician and help encourage referrals from them as well.

Interested in learning more about this topic?  Sign up in the box at the top left corner of this screen so that you don't miss tips as them come out.  See you at the next post!

 

How can you make your online presence stand out?

Posted by barbarahales

The goal is making your online persona engaging, shareable, creative and entertaining.  It may sound like a tall order but, believe me, one that is crucial for your professional well being.The digital gateway for medical practices and healthcare facilities are more important than you realize. More than 60% of patients check out two or more  making websites before making an appointment according to the Pew Research Center and more than 40% of patients research physician options on the web prior to making a choice.

Think it's an occasional thing?  Quite the contrary.  Seven out of ten Americans go online at least once every day, many go on several times a day.  More than 20% of younger adults say they are online constantly. So, how are you going to make your online presence stand out?

5 Strategic Steps

  1. Presentation

Present the personality that you want to portray to your public. People have already formed an opinion about who you are from social media.  They have viewed your website, Blog posts, Facebook page, Twitter account, LinkedIn and Instagram. Now it's time to review your sites.  Make use of the profiles and add not only what would be impressive but what your patients are searching for.

       2. Be relevant and provide value

Readers are looking for information about their health and the latest news on medical breakthroughs, new medications, new techniques and medical devices.  Do you share what you've heard and learned? Rather than merely promoting your services, inform readers why services are done, what the benefits are as well as the risks and about the medical conditions that are resolved by these services.

3. Add zing and panache

Let's face it.  Eyes get blurry from reading pages of information, no matter how relevant it may be.  Including quotes and interviews, make it real.  Add photos, videos and images as well as animation to make it entertaining and enjoyable.

4. Ask for engagement

Ask questions, promote discussion, make comments and ask for responses.  Encourage questions and answer them.

5. Don't be a bore

Patients don't want to read the "same old, same old".  Add fresh content. (information that may not have been seen before or "hot off the press")

Does this seem like a daunting task?  No worries.  Give a call and we can get you started! Key in 516-647-3002.  Speak to you soon!

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

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Posted by barbarahales

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