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Successful Medical Marketing Targets specific groups, some are a surprise!

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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5 Free Tools for Medical Marketing

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

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!

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!