Plan to Boost Your Medical Marketing

Is patient engagement important to your practice?   What about getting higher rankings on Google searches and attracting new patients?

Of course, they are!  Luckily, all of these can be implemented with a video marketing content plan.

Map out the content that you would like to include, who it is directed at and what information will be most compelling to bring in new clients.

Getting Patients Involved

The secret sauce to video marketing is its ability to grab the attention of those viewing it.  Check out these statistics:

  • Inserting videos into your email marketing increases click-through rates by more than 96%
  • Internet traffic will explode from 30% to 90% by the end of this year according to Cisco
  • Site visitors watching the video are 64% more apt to want your services

Your video marketing content plant enables you to:

  • Design the message you want to spread to your potential patients
  • Mass produce it within a confined budget
  • Monitor its efficacy for increased traffic and view rates
  • Track and analyze success so that content and strategy can be modified to improve results

Google and Bing, along with other search engines rank websites higher when video is incorporated onto the top of the page.

According to Forrester buy zithromax locally Research, just placing video at the top of your page increases the chance of landing on the front page of a Google search by 53 times!  What’s more, the quality of the video is not considered in increasing the ranking.  It can be done simply with the video camera from your iPhone or iPad and then inserted onto your website.  It’s as simple as that!

Having a video enables you to give new patients a tour of your office and explain what they can expect in a visit, allows them to bond with you and eases the apprehension that patients feel.

Videos also allow you to present case studies (of your successes without revealing any names to abide by HIPPA), new ways that you function or how you differ from other health providers in your field.

Waiting to implement a video marketing content plan, allows your colleagues and competitors to get there first!  You will be missing out on a great addition to your medical marketing arsenal!

New help with this?  Outsource it!  I would be happy to help.  Contact me at: Barbara@TheWriteTreatment.com

 

NYC Engineer shows Homeless Man the Value of Computer Coding and Blogging

 “Feed a fish to a man and he eats that day but teach him how to fish and he eats for all his days”.

 Patrick McConlogue has taken this to heart.

As he walks to work each morning, Patrick, a software computer coder for a 35-person startup company, passes homeless people living on the streets.

“I walk by a homeless guy every day on the way to work and I get this feeling every day that he is a smart guy — he has books and he writes,” McConlogue told ABC News. “I was trying to think of a way to engage him and help him.”

 

This week, he made a proposal to Leo, one of these homeless men. Take $100 or a laptop, three JavaScript books and two months of coding instruction from McConlogue.

“I figured that was enough for a ticket some place or a few meals, if that’s what he wanted,” McConlogue said.

Leo, who McConlogue described “as very articulate and gifted, especially in on the topic of environmental issues,” chose the second option.  “I want to spread knowledge and information about climate change and global warming,” Leo told ABC News in a phone interview facilitated by McConlogue.

According to the report in ABC:

 McConlogue will deliver him a Samsung Chromebook with 3G connectivity, three JavaScript books, a solar charger for the laptop

and something to conceal the laptop in. He will spend an hour before work every morning teaching him the basics of software coding.

This action was met with a great deal of criticism including Techcrunch editor-in-chief Alexia Tsotsis who stated that his plan showed “ a profound cluelessness about poverty and the disenfranchised.”

Slate’s Matthew Yglesias argued that housing, not coding, is the first step in fixing homelessness.  Then, Slate’s Will Oremus called him a “naive techie.”

However, there are people supporting his effort. More than 1,200 people have liked the “Journeyman” buy zithromax uden recept Facebook page McConlogue has set up about the project and he said he has even heard from some previously homeless individuals who see the effort as useful.

Leo himself, who is aware of the online chatter, said that he is understands the criticism. “It’s America, people have the right to have their opinions,” he said. “It’s the Internet, people have the right to post what they want. I agree to disagree.” When asked about housing Leo said that he thought “housing was great for people who want to be put in housing, for people who want and need it.”

Ultimately, McConlogue says he is offering what he can do right now to help.

“Being able to code will help him do some of the things he wants to do,” McConlogue said. “The negative feedback is that you should give him housing and food. My thought is that technology will do a better job connecting him, in the long term, to what he wants.”

McConlogue plans to keep blogging about the experience on Medium and Leo himself will write the next post. He said he doesn’t have plans to do anything with the larger homeless community at this point, however.

“I’ve tried to build products for many before, but I wonder if this new

generation is building projects for the power of one,” he said. “I am going to do a really good job with this guy. I will learn from him, maybe even more than he learns from me.”

The jury is still out but it will be interesting to see the results.

It will demonstrate that everyone can blog and write to get noticed. (or even for a living)

Do you have a business plan in place for blogging?

Sign up to get new posts by filling in the opt-in box at the top left corner of this page.

See you at the next post!

Marketing Tools for Health Providers and Health Writers Alike

Podcasts enables you to take your message to the next level.

After you have mastered article publication, blogging, ezines and social media, the next step to reach a new market that you may not have tapped into yet for potential leads or lead conversion, is the medium of podcasts This tool complements your other marketing strategies.

A report issued by Edison Research claims that almost half of Americans over age 12 (70 million) have listened to or watched a minimum of one podcast over the last year.

Business Benefits of Podcasts include:

  • Reaching New Audiences in your target market

Millions of people are active on social media sites with 177 million tweets daily and more than 75% of the world’s population posting entries on Facebook.

But the key word here is “active”.  Just as a certain segment enjoys listening to audio books rather than actively reading them, or have their content come to them instead of actively asking questions in forums and chat rooms, these same people in the population want to “listen in “ for their information.

The thing is, while audiences click a selection to hear a podcast, the selection number is limited as opposed to standard media channels.  The field is still wide open to developing your own podcasts and sending your message out into the airwaves.

  • Strengthening Brand Recognition

The more places that people see your logo, message, voice, name or other representations of your business that can be recognized and linked to you, the stronger your brand becomes.

Simply put, brand recognition is the level at which the public can identify a company by its features or intellectual property. When the general public can recall a brand simply by hearing or seeing associated characters like logos, taglines, slogans,

colors, voices and programs, then the brand increases revenue and grows exponentially.

By having podcast programs on a regular basis, your message is spread and you stay in the minds of your current contacts while attracting a new audience and new leads.

  • Increasing Online Traffic

Podcasts link to your website, increasing search engine ranking while simultaneously creating fresh material on your site. With discussed topics laden with your targeted keywords, you further improve the association of these keywords with you and enhance your search engine optimization (SEO).

We’ll speak more about this at another blog post.

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What is an advertorial and when should you create one as a Healthcare writer?

An Advertorial is a marketing tool, written like an article that you would read in any newspaper or magazine, except it is only about you and your company or product. There is no second opinion! Despite the presentation and content seeming to be a news article, the advertorial is YOUR story told in YOUR own way.

Editorial Vs. Advertorial

Since the publication where you submit an editorial has control over what is printed, the article or editorial is printed on the whim of the editor.  It is chosen because it is interesting and newsworthy.

Certain uninteresting parts may be omitted, and other, more newsworthy sections may be covered in greater detail.  The publication has control over what they want published.  That’s the reason why many companies send generic press releases and pitch them to multiple publications – to play the odds that someone, somewhere, may find this news worthy of publication.

On the other hand, an advertorial is actually an advertisement that is paid by the company for submission although it is subtle since the presentation and content does seem like a newsworthy story instead of an advertisement.  It attracts or induces potential customers to the company paying for the advertorial.

Some may argue that the publication loses its objective credibility by printing and accepting payment for obviously biased company messaging.  However, companies are always looking for new and creative ways to spread their message and to expand their market segment, and advertorials are a great way for them to garner publicity.  If you look at it as an ad – albeit camouflaged – then it’s not damaging to the publication’s credibility – it’s just ad.

The best way to describe this marketing tool is that an advertorial is a piece of advertising made to look like content.

Compared to most advertisements, the advertorial needs a different tone. It has to be less promotional and more “newsy.”  Basically an advertorial is an ad that’s written to look and sound like an editorial.

With any typical advertisement, you aim for the ad to jump off the page. But with an advertorial, you want the ad to sort of blend in, just as if it’s just another article.

It can be difficult for many writers to switch from a promotional tone to a more newsy tone which is why there is a 7 step process listed below to help you grasp the concept of writing an advertorial.

 Seven Steps to Writing an Advertorial

Step 1: Start brainstorming the product to help you find ideas for your storyline. When you’re able to know a product inside and out – its features, benefits and modes of utilization – you are better able to fit it into an everyday context.

Step 2: Choose your everyday setting for your storyline. It’s best to use ideas and surroundings that your audience is familiar with. As an example, if you are selling a new cleaning detergent, you may want to set your story

in either the kitchen or garage in a home where the home’s residents would typically find themselves cleaning.

Step 3:  Go ahead – don’t hesitate to include action and dialog into your story. People tend to remember things in different ways because of different learning styles.  Because of this, the well-written and effective advertorial must be multi-dimensional and appeal to the visual as well as the auditory learner.

            Step 4:  Ensure that your advertorial has a beginning, middle and an end just as a story does. Even though an average advertorial is a little less than 800 words, that doesn’t mean there is no logical sequence of events that can’t be concluded. An easy way to remember this is that a complete story is easier to remember than an unfinished thought.

Step 5: Keep a ten- foot pole between you and discussing the price of the product and other topics that the reader might consider out of context or out of character for the particular publication.  For instance, when writing an advertorial, don’t come up with a catchy jingle or write overt marketing “buzz words”.   The idea of an advertorial is its editorial nature, meaning that contact information such as a website discreetly noted at the end of the story has much more appeal than “MBA-talk”.

            Step 6: Remember to include and explain complex product details within the storyline. Even though an advertorial entertains while it informs, complicated products may require a lot more attention than others.  Understanding the features as well as seeing their benefits is VERY important to a customer.

Step 7: Take case studies and testimonials into consideration as support for documentation to the storyline.

Remember that when an advertorial is written well, it will bring in a lot of money for you or your client, thus increasing the demand for your writing.  A poorly written advertorial will fizzle and flop, and you will be as forgotten as the ineffective piece.

For more helpful tips, sign up for this blog in the opt-in box at the top left corner of this page.  See you at the next post!

Health Providers- Get Your Opinions Read with Editorials

As a health provider, whether it is as a physician, holistic practitioner, nurse , or doctor in integrative medicine, you have many ideas and opinions that you feel strongly about- opinions that can help shape the medical care of today and people’s health.  The question is, will you get read?

When trying to decide on a topic, providing your readers with content they can relate to is essential.

Although not all editorials are written in preference to one side of a current issue, they are typically written in a way that will influence the reader to think and act in a similar way to the writer.

Three Qualities for an Editorial

A well-written editorial typically contains the following three qualities:

  1.  It informs the reader about the existence of a particular issue, and explains it in a way that the reader understands the factors leading to the issue.
  2. It gets the reader involved in the story and encourages the reader to take action in one form or another.
  3. It praises the newsworthy person or event.

There are a multitude of ways that you can create a well-written editorial, and if you search online, you’ll probably find millions of results for “editorial writing”.  No matter what you write about, all well-written editorials have four main parts. 

These are:

  1.  A current newsworthy issue or event.
  2. Details supporting your viewpoint.
  3. The other side of the story – highlight the weaknesses of the opposing side without badmouthing or attacking.
  4. Offer a solution and proof to why this is the best possible solution to the issue at hand.

Below is a checklist for you to use.

      Step 1: Make sure that you choose some type of current event to    brainstorm about. In order for your editorial to be good, you must address an issue or topic that is on the public’s mind  RIGHT NOW, before it will ever get to print.

      Step 2: Start with a thesis! It doesn’t have to be stated right away but just like in most writing your thesis is the foundation for your editorial piece. The thesis helps present a clear understanding that you are taking on a particular subject.

 Step 3: Use facts to support your viewpoint.  Do not use hypothetical situations. The more proof you have to back up your opinion, the more supporters you will gain.  Try doing a little light research on your topic just enough for you to understand and make use of statistics and or data that you find as support for your position.

     Step 4:  Support your facts with emotional or social appeal to your readers. A lot of editorials use persuasive language, and because of it editorials often get read more than news stories do. Be Creative! A headline that reads “Breaking the Ice” just might get more readers attention than a news headline like “An Icelandic Whaling Ship Sinks”. Therefore readers can actually follow along more easily when your piece includes direct and personal touches.

     Step 5:  Get involved with others. There may be a time when your paper might want a group written editorial to help represent the combined opinion of you and your colleagues. If it’s possible you can even get together and come up with a thesis. If it turns out to not be ideal you might have to go in for it alone, and take turns writing the editorial.

Everyone is seeking information about health and how to achieve a higher level of living these days.  Why not have the information come from you?

Sign up for the blog posts in the box at the top left corner of this page for more helpful tips.  See you at the next post!

Health Marketing Tip: Google Wants to Help YOU!

Did you know that Google offers free tools for site optimization?  Take advantage of it.

Here are some tools that you can get in on now to improve your search rankings and get found by prospective patients and clients.

1) Google Analytics

Not only measures your sales and conversions, it displays your visitors’ actions to see what pages on your website are doing well and which has no or few views.  Adjustments can then be made accordingly.

2) Google Webmaster Tools

Here you can see how Google indexes your site and the top searches that drove traffic.

3) Google Insights for Search

Compare search volume across times, geographical areas and categories for each set term or long-tailed keywords. Discover customers based on search volume.

4) Google Alerts

After entering a keyword into this tool, any place on the web where this keyword is talked about (blogs, articles, newsletters, web pages) will pop up in your inbox.  Designation of volume or type of information that you want is possible. Seeing the amount and type of email results lets you know how popular a keyword or phrase is in your target market.

5) Google Adwords

Discover which keywords will get the most leads to your site with this tool.

6) Google Trends

See what’s hot in the market currently.  This tool shows the most popular search terms in a given niche.  Contrast the trends for several keywords or sites.  See trends in keyword campaigns to achieve maximum success.

 

There are certain key questions to enable you to choose the ideal keywords.

Questions

  • How do you describe your medical practice or business?
  • What words best depict your services or products?
  • What problems do you solve?
  • Which of the products are most profitable?
  • What keywords do YOU think describe you?

Write down 15 key phrases that answer the questions above and then explore these out with the keyword search tools above.

Don’t let the lack of time to optimize your site, make you anxious or tense.  Outsource it!

Give me a call and I can get you started at 516-647-3002.

 

 

 

 

 

Health Marketing Tip: Be the Brand!

With all the noise these days distracting your target market, clients, patients and perspective clients, it is now more important than ever before to have a recognizable brand that people can associate with you.  You need strategies that will build an effective brand that delivers results- captures leads, converts leads to patients or buyers, and gets you noticed in the crowd.

What is Branding

Essentially, branding is what your business or practice is all about and what makes you different from everyone else out there.  How are you unique and stand apart from your competition?  You need to know this and then publicize it to everyone out there.  Branding is more than just your tag lines, logo, banner and corporate colors.  Branding enables you to build relationships with your patients and clients.

Once you have developed the brand, it is vital that you promote it. Your practice or business must consistently market the brand, and services so that in time, your identity is “branded” in the patients or clients minds as well.

Focusing on your brand will guide you to the types of services that are relevant and the ones that will be developed and offered to your clients.

Be Your Brand

Walk it, talk it, write it.

Every time you sign your name in an email or newsletter, add your website and contact information.  Adding a catchy tagline is good too- it will be one that sticks in everyone’s minds.  Inspire customers and employees to become your ambassadors, “talking up” your business.  Share your goals, purpose and direction you have planned for the practice.  Engage everyone associated with the business, validate their thoughts and get them onboard to reflect your core values.

Want more tips?  Sign up for the blogs so you don’t miss any in the opt-in box at the top left corner of this page.  See you at the next post!