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

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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.

Is Your Medical Website Optimized? (Hint…it’s more than just SEO)

Posted by barbarahales

Whenever you are told to revise your medical website to get the most ROI, you are told about SEO- search engine optimization and keywords.This is the tactical use of keywords throughout your content, especially on your home page. This helps in ranking your site.

True, that is very important.

However, you are missing out on an important optimizing technique- that of Code Optimization.

What is Code Optimization?

This is the CSS and HTML code woven into the "back end" of your online site so that the web spiders crawling around, recognize your site and what it is all about.

Since the code is recognized slightly differently among platforms and servers, you may look perfect in one venue like Internet Explorer but be askew in Google Chrome or FireFox. Simply, this is because there are no absolute standards; browsers are created by different companies, different webmasters and unique product standards. (Much like the differences in Electronic Health Record systems which has been the thorn in the side of many health professionals!)

There is a standardized code from the W3C World Wide Consortium which if followed, will allow your site to be read appropriately across all major browsers. Adjustments may still need to be made.

Tag Optimization

Implementation of META keywords and description tags linked to your site header help most search engines index you.  The title tag in this category can be found at the top of each web page. Take the opportunity to use title and Alt tags for all images used which also aids for indexing your images.

Image Optimization

Resize your photos, charts and images to the ideal dimensions for your medical site. Making the images smaller will enable the user to upload them quicker or have them appear quicker.  Waiting long periods of time will surely frustrate the viewer who will anxiously click away to another site.

Flash

This should be used sparingly since search engines have a hard time indexing websites built in Flash.  While it may look great, the content cannot be found and so it is a waste, making your medical site unresponsive to search engines. Navigation will be tough and your viewers may drop away.

Once you are happy with your medical website creation, find a professional who can help drive traffic to your site and maintain effective Optimization strategies.

If you need help, we would be happy to discuss your needs at 516-647-3002.

 

 

 

 

 

 

Don’t forget this KEY Resource in Growing your Practice

Posted by barbarahales

 

Patient testimonials are great resources for your medical practice.  When patients write a glowing report, they act as self-referrers and attract prospective patients.  Endorsements by people outside your practice are  given much more credence than any advertising that you do.

3 Benefits to Patient Testimonials

  1. They give support to other viewers and prospective patients that you have the solutions to their problems through the services that you provide.  The viewers feels that they are not alone in the problems that they have and that you validate them, address them and take care of them.
  2. Testimonials provide authenticity and friendly feeling that you don't get from advertisements or brochures.
  3. They can go viral by being shared by friends and family once it is posted on various social media sites.  And the best part of getting your name spread and strengthening your brand...No cost to your marketing budget.

How to Make the testimonials the most Effective

  1. Keep it Real: Don't forget, you are trying to maintain authenticity.  When people write with misspellings or poor grammar, do not correct the testimonial as long as it can be understood. Get permission to use the real name, town and if possible a photo.  This shows the viewer that the person really does exist.
  2. Encourage Story Telling: people love hearing and reading stories.  It captivates them and allows people to spread the stories they like.
  3. Consider making the testimonial as a video:  You can create this right in the office with eager patients before they leave or after they have thanked you for your great care.
  4. Upload: upload your videos to your YouTube and Vimeo channels. Promote them across all your social media sites, like Facebook and twitter.  Have the patients who gave the testimonials promote it too to their friends and family.  (If they are happy with the way they look and sound, they will be most eager to promote the video and will not take any convincing on your part)

Remember, all the representatives that will go out in the community and promote you come right out of your office.  Don't forget to thank them!

For more tips on marketing your medical practice, sign up in the box at the top left of this screen.  See you at the next post!

How to Avoid Getting Your Health Sales Letter Tossed and Shredded!

Posted by barbarahales

If you don’t want your letters meeting the fate of tossed, unopened and forgotten, there are 3 steps to make your letters captivating. That special zing gets your letters read and prospective patients looking to read more of what you write.

Step #1

Make yourself easy to skim and scan

The easiest way to get material for eyes to scan is to include:

  • Bullet points. They stress the points that you want people to take away with them. Be specific with facts and figures to prove your points.
  • Add bolded powerful subheads that tell the reader what to expect next. It gives readers the main message at a glance.
  • Have plenty of whitespace. Your eyes need places to rest after scanning; provide it. Paragraphs should be limited to 5 sentences to make reading easy and bearable.

Step #2

One of the biggest mistakes a new writer for health copy can make is to write in general terms so that it applies to all people. Think about it. There is only a certain type of person that you are trying to attract- the type of person that will want to use your medical services. Who do you gear your practice to treating? That’s the person that you need to reach.

Direct your letter to that one person and make it personal. Relate stories. Everyone loves to read stories. It is the thing that people remember, not technology or statistics.

Don’t use technical jargon or big words in trying to impress your readers. They already know that you are the professional. They need to be able to understand you. Building a friendly rapport is much more important than trying to impress.

Step #3

Remind your reader what you have told them and what they have found out. Point out how the information that you have discussed provides solutions to the problems they have been struggling with.

Now is the time to add your call to action. What do you want your readers to do next?

  • Make an appointment
  • Subscribe to your newsletter
  • Sign up for your blog posts

 

I’ve got LOTS more of hints, and tips for winning content copy in my E-Book Content Copy Made Easy , “How to Get More Clients and Increase Revenue”. **And just for reading this post- you can get this easy-to-understand guide at 50% of the price currently sold at Amazon.com

Just ask for it! But only if you order by July 1, 2016. Go to Support@CompleteContentPackage.com    We're waiting to take your order!

Health Podcasts can Showcase You and Spread Your Message regularly

Posted by barbarahales

According to a study by Pew Research, "podcast consumption has exploded in recent years and will keep growing steadily. Take a look at the graph to the left.  As you can see, usage has continued to escalate and shows no signs of stopping.

What is a Podcast?

Think of a podcast as getting in front of your patients (and prospective patients) and talking about a specific topic that is related to your specialty and the services that you provide.  This is something that you are in fact doing on a daily basis.

Podcasts, formerly called webcasts, can be either audio or video.  They are a series of digital media files.  They are released by the creator of the programs and files on a regular basis and downloaded by smart devices for listening or watching.  Often these programs are distributed through web syndication.

Unlike streamed webcasting, the files lie on the distributor's server.  The audience utilizes a specific application software system, referred to as a podcatcher, which allows access to the web feed and new file download. In a sense, this is more like newspapers or magazines than radio, which is a live stream.

Creating a podcast is well worth your time but there are certain things to be considered.

Answer these questions

  1. What is your goal?  What is the objective of the podcast?
  2. Frequency- Ask yourself, how often you can consistently put out the podcast.  If a fan wants to hear the program through live streaming, don't disappoint this fan.  It will turn away interested people, unlikely to return.
  3. What is the theme of your podcast? Does it reflect your brand?  Is it folksy or professional?  Which type goes over better with your patients? Is the theme compatible with services that you are promoting?  Can you use the information as fresh content on your website?
  4. Format- what format will you use to distribute your podcasts?  This depends on what theme you select and the technology you are comfortable using.
  5. Hardware-You will need a computer with Internet access, a microphone and headphones.  You probably have this already, but don't rely on the built-in microphone that your computer has.  It will make it harder for your audience to hear you well or discern what you are saying.  For a little investment, you can have the right tools. If you want to include video, you will need the proper equipment for that as well.

We will review podcasts in greater depth in the next post.  Don't forget to come back to the site!  Sign up in the box at the top left corner of this page.  This will ensure that you don't miss any valuable tips.  See you at the next post!