What Can We learn in Medical Marketing from Gandhi and Mother Teresa?

 

 

 

 

 

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)

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

 

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!

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

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!

What type of blog post works best in health marketing?

As more and more people recognize the value of content in health marketing, strengthening your professional brand and getting noticed, you may wonder what type of content gives you the most value.

 

Short form content rules

Short form posts get far more mileage than long ones.  This shouldn’t be a surprise nowadays since people are pressed for time and don’t seem to have the attention span to read a great deal.  Typically, they want to skim and scan.  If the article meets with their interest, viewers will then have the time to read in greater depth.

Research shows that:

45 of the top 50 most shared posts and 81 of the top 100 most shared posts  were less than 1,000 words.

Viewing  IFL Science, 8 out of ten posts were in short form. In the top 50 posts, 9 out of ten were short form.  The thing is, even when in short form, it must be quality information with relevant content that your viewers want to read and share. Longer articles with 2000 words usually provide more quality information but do your viewers want this and can they digest it in one sitting?  Perhaps you would do better to break your content up into two or three articles so that after reading (and sharing), they can read more (and this can be a clickable option).  Adding charts and photographs help to make short form effective and understandable. For this reason, infographics are becoming more popular.

Most Popular Health Content Format

According to the article The Best B2B content of 2015, the content fell into the following:

  • Research Content
  • eBooks and Guides
  • Updated Reference Content
  • Trending & Hashtag/News Jacking Content
  • ‘How to’ and Practical Content
  • Provocative Content
  • Curated and list content
  • Quizzes
  • Product Launch Content
  • Tools
  • Infographics
  • Case Studies

In analyzing the various formats, the one that stood out from the rest in terms of views and shares was….LISTS!

There were 1,429 list posts in the top 4,500 most shared B2B posts. Of these, 242  were lists beginning with 5 and 177 were posts beginning with 10.

 

 

Viewers seeking health information favor lists over all types of formats as well.  The best part for you- lists are easy to do, less time, and are very amenable to health information that you deal with, techniques that you do, services that you offer, differential diagnoses, symptoms, etc.  The list format works really well in providing health content. So, the next time that you are wondering what content that you want to create and share with your patients and prospective patients, think of creating lists.  They are really extensions of what you are already doing!

Need help with your content marketing for health?  I’d be happy to help.  Call 516-647-3002 and we can discuss your needs.

 

 

How to Boost Your SEO rankings with Social Media

 

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

 

 

Developing an effective  online presence can ramp up engagement with patients as well as prospective patients as it draws attention to you and strengthens your brand.  It enhances your chances for appearing at the top of search engine results as well.

Here’s how to accomplish this in two words…SOCIAL MEDIA!

 

 

Social media involvement with patient engagement rewards your efforts by getting noticed.  Google, Yahoo, Bing and other search engines account for meaningful engagement and searches in their algorithms.

Multichannels and online platforms are great sources of information for a medical practice or healthcare facility website.  The right social media links can boost your online site’s SEO significantly. The site that is most valuable to you is the one where your patients hang out.  Get to know your clients and where they spend their time online.  This is where you will want to spend your time as well.

Fact and Fiction of Social Media and SEO

7 Things to Keep in Mind

  1. New links created by blog posts shared on Twitter does NOT affect search ranking.  Links shared on social sites does NOT affect ranking. Establishing yourself as an authority in social media sites, forums and chat rooms DO increase ranking. Participation in social media DOES increase visibility.
  2. Online profiles in various sites like Facebook, LinkedIn, Twitter and Instagram DOES improve ranking (and gets listed on search results)
  3. Social media DOES convey your personality as a health provider and allows prospective patients to become familiar with you.
  4. Patients DO access your new content in social media.
  5. Hashtags DO aggregate your content and enables you to share videos and images.
  6. Social media does NOT act as a search engine. However BING, the second biggest search engine after Google, clearly takes social media links into consideration for their algorithm.
  7. Pinterest and Instagram may be channels your target market peruses. Do check it out.

Need help with your social media?  No worries.  Outsource it.  Call 516-647-3002 and we can discuss your needs.

 

 

 

 

How to Make Your Health Content Copy Standout

Nowadays we are a society of short attention spans. Your content copy should take this into consideration.  No one wants to pour over a tome.  Instead, your copy must be constructed for the skimmer and scanner.  People want to see if your content copy is worth their time.

Marketing research reveals that people spend three hours or more daily on their smart mobile devices and as much as six hours each day on social media sites.

You need to pack more relevance and value into a shorter text.  Captivate, educate, and entertain but make it short!  Accomplishing this is no easy task but once you develop this skill, your copy will be outstanding!

 

  1. Seven Seconds

That’s all you’ve got to hook your reader. Any longer and your viewer has clicked off and on to the next person’s site. The headline is key. Eighty-five percent of readers are hooked by the headline.  If it is not relevant or boring, they won’t even make it to the copy, no matter how fabulous it may be!

 

2. Easy on the eyes

Have a good amount of white space around your copy.  This is where the scanning eye rests.  Limit your paragraphs to under 7 sentences. Have bold subheads and lots of bullet points to prove your points. Eliminate any excess wordage that doesn’t contribute to the meaning of the content.

3.Show optimism

Being upbeat brings a lot of energy to your writing.  People would rather read hopeful copy than something that will bring them down.  Avoid jokes as what you may consider humorous may be downright insulting to others or copy that falls on its face.

4. Call- to- Action

No matter how brief your article or post may be, you need to include your call-to-action.  This is the step that you want your reader to take.  Is it to sign up for a newsletter or blog series, go to a webinar, request a white paper, call for an office appointment? Don’t assume that the reader is going to follow up and take the course of action that you would like as an outcome unless you specifically request it!

Recap

Write in a scannable and bulleted copy in an optimistic way and make sure to add what you want your reader to do next.

Need some additional help?

You can get this book at Amazon.com or at www.TheWriteTreatment.com.  The book comes as hard copy or a digital version.
Feel free to call for an additional consultation at 516-647-3002.

What to put in Your Health Content Marketing Toolbox

 

You’ve taken the time to create the best health content and medical information. Now you would like to share it and there are tools to help you easily do just that. Implementing them into your marketing strategy will produce measurable results.

According to a study by Content Marketing Institute this past year, less than one-third ob marketers felt effective at content marketing.  With these tools, you can confidently step out of the 70% group that gets no marketing results!

Check out these tools

  1. Klout

This tool enables you to track how your content was received.  Discovering how many retweets and likes will tell you whether you are on the right track or just spinning your wheels.  Remember, sharing content also means content that is relevant and interesting to your viewers.  If it is not, there is no point in spending the time creating it. Rather, concentrate on the areas that your fans liked the most.  Klout also suggests the experts that you should follow in your area; this is always a good strategy.

2. Curata Content Marketing Platform

This platform enables you to analyze the impact of your content, streamline production and build a content supply chain. It features a personalized content calendar and enables data driven insights to be incorporated into your health content.

3. Ahrefs

“Track your backlinks, keywords, brand mentions and know what your competitors are doing” according to the company site.  Tools incorporated into this site include:

  • Site Explorer
  • Positions Explorer
  • Content Explorer
  • Position Tracker
  • Crawl Report
  • Ahrefs Alert

4. BuzzSumo

As listed on its own homepage, BuzzSumo analyzes what content performs best for any topic or competitor and finds key influencers to promote your content.  Just by entering your keyword, data pops up and allows you to see which content performs the most effectively for this word.  It also has a backlinks tool which displays which websites link to the top content for a given keyword.  After posting, you can connect to these websites for feedback and a link.

5. Buffer

Buffer allows you to share your informative and relevant content on social media, producing meaningful results.  This is done by putting out your content at strategic times.  Your viewers and fans see your posts more frequently since it’s posted when they are on.  This way, you maximize each post.  Using Buffer to schedule updates ahead of time is a good plan.  Buffer can schedule videos and photos as well.

6. Google Analytics

This free tool enables you to track several facets of your content marketing.  Information that it provides includes:

  • Content that is best received
  • Amount of traffic each piece of content garners
  • Where the traffic is generated from (driven by website SEO or social media)
  • Keywords that drive traffic most

With this information, you will be able to take positive action.

7. HubSpot

This tool focuses on increasing ads and converting them to clients or consumers of your services and products.  Features include:

  • Social media
  • Website SEO
  • Blogging
  • Landing pages
  • Calls-to-Action
  • Lead management
  • Email campaigns
  • Marketing automation
  • Analytics

This site is sophisticated, providing a number of helpful features but when mastered, this tool helps you grow along with it.

Feeling overwhelmed?  Just try out one of these tools and master it before moving onto the next one.  Still developing anxiety?  No worries.  Call for a free consultation and we can discuss it or you can outsource it to us.  Call 516-647-3002.