What C. Everett Koop, the former U.S. Surgeon General, can teach you about Health marketing

We bid a respectful and awed farewell to C. Everett Koop, a former and forceful U.S. Surgeon General who died today at the age of 96.
Can you name the U.S. Surgeon General before Dr. Koop? Didn’t think so! Not many can.

When President Ronald Reagan appointed Dr. C. Everett Koop the surgeon general in 1981 he was an outstanding pediatric surgeon who had never served in public office. Yet when he left the post in 1989, he was a household name. This is a very rare feat for a public health administrator- one that had not been duplicated prior to him. What’s more, he was able to do this maintaining his integrity and dignity.

How did he become so “publicly known” while in public?

Dr. Koop caught the attention of the public by holding a series of seminars, and publishing books and films in collaboration of others that held the same views as his own- ones that he felt passionate about. He issued special reports that were considered very controversial at the time involving condom use and why it should be given out to children as young as 8 to stop the spread of disease.

He was no stranger to controversy in the public eye when it came to medicine. Prior to his office, he fought for the rights of infants with congenital defects to receive medical care and championed or created the techniques of many corrective surgeries for these infants. So, it was not out of character when he took an aggressive position in fighting the public perception of AIDS and fought for the rights to be “smoke-free” while warning the public about the dangers of smoking despite the strong lobby of the tobacco-growers and cigarette companies.

Dr. Koop presented his views in public wearing a uniform which became very visible and commonly associated with him- a surgeon general’s official uniform of a vice admiral which he revived.

In 1997 he founded DrKoop.com, a popular medical information Web site.

Dr. Koop’s techniques for successful health marketing
These include:
*Recognizable outfit that evokes instant identification
*Publishing books
*Holding seminars
*Becoming known for specific causes that you feel passionate about
*Taking on facts or health causes despite (or because of) controversy
*Teaming up with others that hold the same views as yours (and have a built in viewer list)

In terms of health marketing, Dr. Koop was ahead of his time. Thanks for everything Dr. Koop.

Perhaps you can do the same for your visibility.
Need help with your health marketing? Contact me for a free consultation.

9 Ways to Attract Visitors to your health website

Want to know how to get more readers and visitors to your site?
Let your website work to get perspective clients/patients and maintain the ones you have.

There are 10 techniques that you can implement today to get those readers: (and have them think you are fascinating!)

1) Offer a free contest or sweepstakes. It’s a known truth- people like to win something. If people feel like they are going to be
rewarded, they will try for it. It is a win-win situation. You can make the contest one where readers are tweeting about you or
something they found on your site. This will get more eyes on you and visualization to your site.

2) Needless to say, you need to provide free original content. Your visitors will not stay if they are hearing the “same-old,same-old”.
If you are the one posting information that is not found elsewhere, those interested in that topic will flock to you and find out what
you are posting about it.

3) Establish a community or forum where people can not only air their views but discuss them with like-minded people. Adding a message
board will help with verbal intercourse.

4) Create a directory of websites on a specific topic related to your group or recommended list of reading. People will come to your
site to find all the information in one place.

5) Offer an affiliate program for your products or services. A chance to make money is a
powerful incentive to associate with you and your site.

6) Add current events and up-to-date stories on topics that your group would be interested in.
People love to hear stories and find out what is current in their field of interest.

7) Offer free samples. Have you written a book? Share one or two chapters for free.
Perhaps you have a free tip sheet that you can share or words of advice from the pro.

8) Offer solutions to problems that your intended group experiences. People
will visit your site to find ways to fix their problems or themselves.

9) Offer a free e-zine. Share yourself and your information on a regular basis.
You are supplying information to a group that has raised their hand to get it
and you are staying in their minds.

About the Author:
Barbara Hales helps people get noticed and increase their business with
customized web content, blogs, email marketing and newsletters or
ezines. Contact her at:
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Don’t be a grunter!

“All he could manage to get out was a gurgling, guttural grunting sound”. Yet, he was not choking and had nothing wrong with his throat.

This is the complaint that I heard over and over again from mothers of 17-year old boys. Exasperating as it was, the memory came right back to when my son was that age and he too grunted. Somehow development turned him from a sweet, cuddly, loving son to an eye-rolling grunter. This was especially true when he was cranky, things were not going his way or something embarrassed him.

His grunts and gestures had to be interpreted to understand him, like taking on a foreign language. Funnily enough, his friends seemed to grunt in the same way, the same language, only understood by themselves.

Yet doesn’t this bear a similarity to the way some practices or companies communicate? They speak in a language known only to themselves (shop-talk) and when you try to understand, it seems that they are only grunting, bothered by having to explain themselves.

Let’s think about this. In today’s world, it is no longer possible to “just get by” on a name or a service. Communication is where it’s at and if you cannot convey your message, clients or patients will just walk away and go to someone that they can understand, generic zithromax chlamydia someone that they can have a meaningful relationship with. Not being forthcoming is actually “anti-marketing” or chasing your business away- a sure thing to committing business business suicide. What missed opportunities!

Here are some tips when it comes to highlighting yourself, products and services:
*Work together with your patients or clients. Find out what they want and need. It’s not about you
*Be flexible with your boundaries
*Don’t lose your humor. Smile and laugh often. This puts everyone more at ease.
*Create your own identity (branding) and convey that to the public. You can not be everything to all people but for those people that need you specifically, they will bend over backwards to get to you.
*As with teenagers, pick your battles. Be reasonable. If something is not working out, apologize and seek a solution with your patients/clients together.

Having the chance to develop a rapport with your market and really get to know them is an honor and will create a fan club of loyal patrons that will stick with you for years- a sure way to success!

Please sign up for the blog at the top left-hand corner of this page for more helpful hints each week.
And Share your tips in the comment box below.

Does your health information website meet your expectations?

Unless your site represents a news agency, then you want your readers to do more than just read.

By crafting your site and its structure, you lead your readers, clients, patients through your site to help them accomplish a goal- theirs (getting the information they need) and yours (whether it is to get a new client/patient or for them to take a specific action like learn about a new product or book, enroll in a program or service, opt-in for a newsletter, etc.
Navigation through the site must be made easy. It is way to easy to click off your site and on to the next one on the google list.

Visual design, graphics, text, navigation and organization should all work in concert to allow the visitor to have a great experience, piquing their interest, meeting their needs and expectations, and gleaning the specific information that they have come to get from your site in the first place. Content and structure must flow and feel connected as a theme and purpose.

Think of your homepage as the heart of your website or the trunk of a tree. From this will spring off other sites linked to it. Each product or service can represent a new page as do the various keywords that you have chosen to represent you. (This is to enable the search engine spiders to recognize who and what you are)

Define your market

Figure out who your target reader is? What is the gender, age, occupation? The more that you can paint a picture of who you are trying to reach and who you are talking to, the better your site will be and the more valuable your information will be to the person that you are intending it for.
Answer the who and why they need your services/site. Answer the why (your goals and theirs).
Do testing not only as to what speaks to the above questions but for your presentation of it as well. After all, you are trying to make your site not only physically attractive but emotionally and mentally attractive to your market as well. Your goals should be aligned with your users and how they react.

Organizing Content Areas

Once you have a clear vision of usability and calls to action, organizing content will be much easier. Knowing what content you need helps establish content sections through which you’ll build subsections and subpages of your website.

As you plan the structure of your site, draw out the architecture of it, as you would a blue print. Figure out the most logical way that people will navigate through your sight as someone in a maze. Make it logical choices and they will make them as designed.

If you would like help with your site,
contact me for a free consultation at: Barbara@TheWriteTreatment.com

See you at the next post!

Do you want to feel Used as a Health information provider?

Presumably, you don’t add information on your site for the exercise that it provides. Am I right?
You want to be found, and you want your site to be used…and used over and over by the clients or patients that have heard of you or came across your site in their travels.

Firstly, your content must be viewed as information that they want as well as need. Is it presented in an interesting manner or as something to fall asleep by?
To you come straight to the point or do you meander around a topic, hoping to cover all your bases? People have short attention spans. They will appreciate information when they can get it immediately. It will also be more useful when they can easily scan it. This means bullet points and subheads to get your various topics across.

Is your site easy to navigate? People will not spend time trying to figure out how to get the information that they were promised. There is way too much competition for you out there where they can get what they need and if not from you, it will be from someone else.

Do you have a clear cut call to action?
This is something that you want your reader to do such as:
*sign up for a newsletter or blog posts
*buy a book or product
*sign up for a service
*learn about a new product/service that you offer
*opt-in for a list

How are your tabs looking on your navigational bar?
Do you have information that links to your “About Us” or Contact page? How about to each of your services or products?

How about keywords? Have you chosen the keywords that describe you best? This is how the search engines will find you (as well as those searching for you)
Are these keywords embedded on your site? A good way to do this is with your site map.

Have you found this helpful?
Sign up for more blogs in the box at the top left corner of this page.
See you at the next post!

Health Marketers can be cheesy too!

Marketers often see the funny side and how it plays a role in life.
In honor of Valentine’s Day this week, these “pick-up” lines which can be
tweeted or posted in various social media sites come from Brittany Leaning at
HubSpot’s Inbound Marketing Blog.


















Can you think of others that you have used or find funny?
Add them to the comment box below and sign up for future blogs in the blog signup box at the top left corner of this page.

Scream your Indignation- the Key to content marketing

It seems that “going postal” is the key to content marketing. In today’s technical and mechanized world, we all complain that it is also becoming dehumanized. People are yearning for emotional attachment and communication, to know that people care. Like “Network” when everyone was asked to open their window and scream out “I don’t want to take it anymore”, people want to be….well, people.

The thing is, emotional displays, move content.

According to Carson Ward, an SEO consultant with Distilled, research shows that longer and emotional pieces go viral more often. In his post for SEOmoz “Why content goes viral: the Theory and Proof, he writes:

“Content that inspires low-energy emotions like sandness is less likely to be shared, where content that inspires high-energy emotions like awe, anger and anxiety is far more likely to be shared”

The most viral emotion shown is anger, which wins hands down. Remember though, anger is at a topic or subject matter, not readers or listeners. Controversy and inciting anger created twice the number of comments. Think this doesn’t work? Think Rush Limbaugh or Imus.

Awe also beats the way to viral sharing. It is larger-than-life where you can’t take your eyes away. You want to believe. You want to see the outcome. You want to feel good afterwards.

Ward also found that “SEOs are experts in detecting credible content online, yet we sometimes forget that every piece of content is at least partly considered based on its author’s reputation – or lack thereof – and credibility. If a piece of content is intended to go viral, an industry authority (aspiring or current) will usually be better off taking charge of it. Otherwise, content may need to make a special effort to inspire trust (e.g. through introduction and stories).”

Prove you care
This is a crucial key to getting “eyes and ears”. Past president Ronald Reagan knew this. Dubbed “The Great Communicator” he would tell stories to illustrate his points and he was not afraid to show his feelings. Clinton did this as well as Obama and a certain charisma was attached to this.

The business world has caught on to “becoming more human” as well by conveying emotion. They have turned their corporate websites into online magazines with personalized stories. Good examples of this are Coca-Cola and Snapple. Didn’t you always root for Wendy the Snapple Lady?

Humor also drives viral sharing. One study interestingly titled “From subservient chickens to brawny men” found that despite 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. The discussion continues:

“Humor was employed at near unanimous levels for all viral advertisements. Consequently, this study identified humor as the universal appeal for making content viral.” Small companies win more than their share of attention because they’re willing to be a little more interesting and less sterile.

It should be no surprise that regardless of how useful content may be, if it is boring it is not shared.
And after all, isn’t that what you want for your content?

What are you doing to convey your message? Comment below.(or you can write a guest blog for this site to showcase your message)

Health writers- Do you Blog or are you missing out?

Blogs are rising in popularity with 65% of B2B marketers using them for content marketing purposes according to MarketingCharts and MarketingProfs studies. While blogging lags behind social media (74%) and article publishing (79%), an increase by as much as 27% is occurring.

Additional findings
Data from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends” shows a majority of Business-to-business marketers also use
*eNewsletters (63%)
*case studies (58%)
*live events (56%)
*videos (52%)
*white papers (51%)

Large vs. Small companies
Companies with more than 1000 employees claim to use 9 content marketing tactics as opposed to 6 for those with less than ten employees.

The biggest differences can be seen with white paper use (67% vs.35% for the small companies). Additionally seen are ” webinars (60% of the largest companies versus 28% of the smallest companies); and microsites (54% of the largest companies versus 16% of the smallest companies)”

Distribution of content

Three quarters of business-to-business marketers use Twitter to distribute content which has risen by as much as 35 percent over the last two years.
Other social sites grew as well:
*LinkedIn, (up 39% from 51% to 71%)
*Facebook (70% usage, up 30%)
*YouTube (56% usage,up more than 47%)

While 60% of those who use videos, digital newsletters and whitepapers believe that they are very effective, half of those using social media tactics are not as confident. This is because they don’t have reliable analytical tools to show the effectiveness.

Doctors and other healthcare providers also must be savvy to the way information is created to keep within HIPPA guidelines.

One thing is certain however. More people than ever are searching for businesses and practices online. Social media is becoming more widely used and to ignore it and not engage people within social media with blogs may mean that you are missing the boat.

If time is a problem for you, outsource it. I am happy to help you with any issues that are facing you.

Health Writers- Are You Missing Out on Popular Marketing?

According to Econsultancy and Adobe, content marketing is the top priority for digital marketers this year. To confirm this, Ad Age conducted a survey which showed that 19% of marketer’s budgets are being allocated to content marketing. An additional 55% of survey respondents plan to increase their spending budget on content marketing this year.

Most Popular Type of Content buy zithromax hong kong Marketing
The majority of Ad Age survey respondents designated social networks (80%) and print media (77%) for the mediums that they are using the most. Additionally over half use digital articles and blogs with video coming in closely at 49%.

Additional results of the survey:
*Live events (43%)
*targeted microsites (41%)
*branded entertainment (26%)
*white papers (24%)
*webinars or virtual events (23%)

MarketingProfs and the Content Marketing Institute released survey results gleaned late 2012 which also found social media to be the most significant content marketing tactic.

Other Findings:

“While only 30% of respondents report spending their content-creation budgets on internal staffing, respondents also claimed to only have 30% of their content creation handled by 3rd party partners. That suggests that internal staff members are having to create content as an add-on job responsibility.”

What this should tell you is that you don’t have to forgo having content marketing just because you don’t have the time to create content or publish it.

Outsource this marketing so that you can take advantage of this popular marketing technique.
If I can help you with this, please let me know.

Ed Koch Teaches us an important lesson- A Fond goodbye and Thanks!

The beloved former Mayor of New York, Ed Koch died this past week. He loved the city and the people who lived in it.
One of the phrases that he is best known for is his slogan “How’m I doin”? He posed this question as he greeted passerby’s on street corners or while riding the subway. The thing is, he was genuinely interested in feedback and people’s opinions.

This is a lesson that we could all learn. Customer feedback is crucial in making a business successful. The feedback is not only a great way to move in a positive direction, but to make the necessary “tweaks” if it is not. It is a key way to get open and honest assessments on products and services from the people who use them, the critics that count!

Asking a simple question for feedback improves relationships. When clients or patients are asked for their opinions, they feel that the business or practice cares, that they are respected and that their thoughts are important. When the business not only listens to the feedback but makes the requested modifications, it shows that the practice is flexible and dedicated to providing superb customer service. Word gets around and more clients will give you a try. (Nowadays most clients or patients are made to feel that their opinions don’t count so this would be very refreshing.)
While it is possible to hire an outside specialist to come in and evaluate the practice (at a hefty price), feedback from clients is going right to the source with no additional investments.

If you find it awkward to ask the questions directly, you can do so with surveys online.
Just remember Ed Koch and you will do well. Love and admired by all- a good mentor to follow!

What other tips can you give from the Mayor’s practices?