Get a Higher Open Rate in Heath Marketing: Part 2

Yesterday, we discussed how we can achieve a higher open rate by adding images and videos to our articles, blogs, newsletters, and content through social media channels.

As a physician, one has many opportunities to take photos- of medical devices, anatomical model parts, staff members and diagrams that add to a message that you want to convey.

However, there may be times or situations where you want to have a graphic vector, image or video that is not taken by yourself.

Don’t fret!  There are viable options!

Outsource It

You can  enlist the aid of  people to take photos for you. Check out  http://Fiverr.com. There are many photographers that’ll go out and take photos for a measley $5.

There are several sites where you can download free photos or images which are royalty-free and may not have any expense or minimal costs.

www.Pixabay.com

Pixabay  is an international website where you can share and obtain  high quality public domain photos, illustrations, vector graphics, and film footage. As of September 2016, more than 750,000 free photos, illustrations, and vectors and 3,100 videos are available on the site. Consumers  can find and contribute quality images and footage films free of copyrights. Everyone is allowed to use, modify and redistribute the images freely – “even in commercial applications – without asking for permission and without accreditation.”

http://MorgueFile.com

This site has one of the most liberal distribution policies online. Any image you use may be altered,  redistributed or copied all without attribution to Morgue File or to the photographer. The only thing you can’t do is sell the image on its own without changing anything.

Additional Free Stock Images

Free stock images often have associated restrictions. You may be allowed to use the images for a website, but not for print purposes or for distribution through DVDs.

Often time’s you’ll only get lower resolution images for free and need to pay to get the higher resolution versions.

Most images on http://sxc.hu can be used for web purposes, as well as DVD purposes. You need to ask for permission before doing anything that constitutes redistribution.

Paid Stock Photo Images

Paid stock photo image sites pay professional photographers and once their up[loaded photos are online, can then be purchasedt to use those images for commercial purposes.

Some of the top paid stock image sites include:

– http://iStockPhoto.com
– http://Fotolia.com
– http://BigStockPhoto.com

The prices vary depending on the size or resolution of the image. Some sites use a credit system, while other sites you simply pay a straight fee for the image.

Later in the week, we will visit other ways that you can boost your open rates. Sign up for the posts in the box at the top left corner of this page.  Then, you won’t miss anything!

How to Get a Higher Open Rate in Health Marketing

Have you ever noticed that the blog posts, Facebook entries, twitter adds  and newsletters get a much higher open rate when there are photographs or graphic images added?

Images and videos help tell the story and catch the eyes of the viewers. Simply, they promote your content.

The world’s largest online pharmacy ourhealthissues without prescription photo storage is actually Facebook, with more than 50 billion photos stored globally. Did you realize that you can use Facebook as a photo sharing application?

Create a Facebook page to amass fans and likes. As you post new images, which are quite easy to do from a medical prospective, all your followers which liked your page can then see your image on their feed. This enables them to like it, comment, or share it. As they exercise these options, their friends and followers see you too, enabling your images to go viral. (Don’t forget to attach captions and hashtags to your images).

Uploading an image to a group of page is relatively simple. Just head over to your page, click “Photo / Video” and hit “Upload Photo / Video.” Then select the photo from your computer through the browse menu or by dragging the photo onto the site directly.

Twitter

Similarly, Twitter now enables you to download and share your image.  The beauty of Twitter’s share is that it is always linked to your name. Around 2.25 million pictures are uploaded and shared via Twitter daily with the largest Twitter photo sharing utility being TwitPic.

Since the login Id is the same as your Twitter account, every image you upload is saved with your username and you just authorize TwitPic to use the Twitter account data without having to add anything additional. All the URL data is encoded enabling shares within the 140 character restriction.

All the images you’ve uploaded in the past can be viewed by clicking on your name. Each and every photo has a comment section underneath it, so people can leave comments and opinions about your photographs.

To upload to Twitpic, just login with your Twitter account and click “Upload.” In response to this action, a box will automatically appear by TwitPic so that you can type your message into, along with a character count feature. You can also choose to use location tagging with your image uploads.

Tomorrow we will discuss websites where you can download images without charge and royalty-free.  Sign up so that you don’t miss it by going to the box at the top left corner of this page. See you there!

Thank You!

 

To all our listeners, clients, and valued friends…

The meaning of Thanksgiving can be shared by the whole world:

We give thanks for you, for supporting our blogs, service and website content.  We appreciate your ideas, concepts and taking the time as both mentors and students. We could not have done it without you!

I hope you all had a memorable Thanksgiving, and everyone else have a wonderful week!

Now that the food has been eaten or put away and the holiday is over, may we still be grateful for everything we have and want not for what we don’t.  It is easy to forget how fortunate we are when the holiday is over.

May we strive to be better people and smarter in the way we do business.  May we not take our friends and family for granted and may we extend ourselves for those in need of friendship. May we strive to be healthier and make better life choices.

Thank you all once again!

Are You Using This Key Tool in Health Marketing Your Practice?

 

 

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

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)

Many of these testimonials will not occur spontaneously.  Ask satisfied or “pet” patients to send a testimonial to your office.  You can have the staff at the front desk remind them and give them a little card with the email address where you would like the testimonial to be submitted.  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!

Tips on Marketing your Medical Practice

If you are like me, there isn’t much money to budget for health marketing. Every dollar spent in medical  is precious and so, it is important to spend it on proven methods and efficiency rather than trying avenues that won’t work.

Copy

Whether you are just opening your medical practice or improving it to fit into today,  it always helps to look at what similar practices are doing to become successful. You don’t have to reinvent the wheel! Figure out what worked and pinpoint what they did wrong.  Learn from their mistakes and you will save yourself years of spending with trial and error. Discover your own way to emulate the right techniques.

The thing is, that while emulating the techniques, you must also identify what makes you different and stand apart from other practices in your community.

Perhaps it is that you stay open longer or that you communicate through social media.  Maybe there are techniques that you do which aren’t readily available.  Think of giving webinars or teleseminars for patients in the community to educate and engage not only your current patients but prospective patients as well.

Participate in community health fairs and consider giving lectures at the local libraries and schools.  These actions will get your name and image in front of your target market.

What else have you tried that has worked well for you?  Share your experiences and your thoughts in the comment box below.

 

The Value of Content Marketing in Growing Your Medical Practice

People do business with those that they “know, like and trust”.  It is the same for patients seeking care from physicians.  While you may not be able to know everyone in the community before that first encounter, prospective patients feel that they do know you, trust and like you.

How can that be?

Simple…through the internet.  You are active online, aren’t you?  Oops…did I hit a sensitive nerve for you?

Content marketing provides an avenue for people to connect with you, get acquainted and chat with you.

According to the Content Marketing Institute, an online resource for information on all things content marketing is defined the following way:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Content marketing is a way to attract new patients to grow your practice and keep your current ones, not only wanting to return but also referring their friends and family to you as well by raving about you and your practice.

What Content Marketing Does For You

If getting new patients is not enough, it also enables you to:

  1. Listen-  find out what the needs and interests are of patients in the community.  Rather than simply promoting yourself, find out what patients are really interested in.  You can be that person for them. Learning about your target market gives you an advantage over your colleagues and competition in the field.
  2. Be a thought leader- Share ideas with your fans and provide solutions for them to problems they are struggling with. These thoughts you share, will be shared with others.  Going “viral”  is a dream come true for most people. It spotlights you and strengthens your brand.
  3. Drive traffic- engaging your viewers not only builds awareness and increases search engine rankings, it brings traffic to you and your website.  This is free as opposed to advertising and spending a lot in your budget.

Publishing information that is relevant to the public and interesting has the power to engage patients. It is crucial to keep in mind however, that the relevant and interesting content should be that which is in line with your services and skills.  Choose topics that you are an expert in.  This will influence their decision to select you as their physician and help encourage referrals from them as well.

Interested in learning more about this topic?  Sign up in the box at the top left corner of this screen so that you don’t miss tips as them come out.  See you at the next post!

7 Health Marketing Tips that Donald Trump Can Teach You

This morning, Americans and the world sat in front of their television screens with their mouths open in a combination of awe and disbelief!  State by state, Donald Trump was announced the winner of the electoral and popular vote for each region.  No one predicted a night like this — that Donald J. Trump would pull off a stunning upset over Hillary Clinton and win the presidency.

After congratulatory speeches and a powerful acceptance speech by President-elect Trump where he was uncharacteristically soft-spoken and appealed to unite all opposing factions, members of the media spoke.

The media’s speech was more of a humbling explanation like a dog with its tail between its legs, knowing that it did something wrong. They admitted that the news media by and large missed what was happening all around it, and it was the story of a lifetime. The numbers weren’t just a poor guide for election night — they were out of touch with what was happening before them.

Their failure was:

  • In not understanding  the anger of  the American electorate that feels left behind by a selective recovery
  • Not tapping into the betrayal felt by trade deals that they see as threats to their jobs
  • A feeling of abandonment  by establishment Washington, Wall Street and the mainstream media.
  • Seeing Trump supporters who still believed he had a shot as being out of touch with reality
  • In not recognizing that a boistrous, contrarian had a real shot to the win

Election Day had been preceded by more than a month of declarations that the race was essentially over, even after the late-October news that the Federal Bureau of Investigation was reviewing a new batch of emails related to Mrs. Clinton’s private server.

Mrs. Clinton’s victory would be “substantial but not overwhelming,” The Huffington Post had reported, after assuring its readers that “she’s got this.” That more or less comported with The New York Times’s Upshot projection early Tuesday evening that Mrs. Clinton was an 84 percent favorite to win the presidency.

Does this sound familiar?  It brings back the news splashed across papers prepared before a past election that Dewey had won the Presidential race!

So, what does this have to do with health marketing?

 1: Be a better writer; tell better stories

People won’t remember your advice, they certainly won’t remember your statistics but most people will remember your stories- the ones that elicit emotions, whether it is fear, happiness, sadness. Donald Trump certainly did this.  He made people who were out of work have hope for the first time in a long time.  He made them feel that their jobs were coming back and life would be rosy, just as in their memories.

 2: Answer the questions your prospective patients ask

Let’s face it, people are only going to be receptive to information that is relevant to them. Trump saw what people needed and he promised it to them.

3: Tell a consistent narrative campaign to keep your audience moving through the marketing funnel

Present the problem, the history of the problem and the solution you present as well as the success of your solution.  Then present the action steps that you want your viewers to take.

4: Make an appointment with your audience

“Instead of inviting people to sign up for your email newsletter or blog posts, invite them to sign up for a specific piece of content delivered at a specific time”- Andrew Davis, author of Brandscaping: Unleashing the Power of Partnerships. Trump didn’t just show up at venues.  It was publicized well in advance and a limited amount of seats were available, giving it exclusivity. Couldn’t you give a talk at the local library or a webinar?

5: Think about content promotion first and Learn the skill of writing headlines

“Think of who would help amplify your content and why.  If you can’t answer this question first, don’t bother creating it.” Think of how Trump said things that were outrageous to many factions.  Didn’t it go viral and give him greater exposure?  What could you say that would create the same fervor? Trump was a contrarian.  Like it or not, this got him noticed and made whatever he said go viral. 85% of readers will make a decision as to whether to read your information based solely by your headline.  This is the sensational or relevant points that scream out at you by newspapers, magazines, media news and ropes you in.  Having a boring headline will surely get your article deleted as quickly as the finger can hit the key.

6: Invest in Participation Marketing

“Look beyond our own subject matter expertise to the wisdom of your community for content ideas, content co-creation and promotion.”  Go into forums and chat rooms dealing with conversations that are in sync with what you do, your specialty or niche.  What are their problems?  What is trending?  What are the questions that they want answers to?  You could be that guru that supplies it.

7: Collect and create “content chunks”

“We are becoming more systematic with the way we collect and create ‘content chunks’.”  Your information can be repurposed in several ways from your published articles to your podcasts, videos, teleseminars, blogs.

“Not only do we have examples at our fingertips for our Facebook content example of week, but because of the way we are collecting the data, we can now look at examples by segment (e.g. by tactic type, industry, etc.) The information is all ready for any future formats or projects as well.”- Michele Linn, Vice President, Content Marketing Institute

Sayings or sound bytes by Trump were used and repeated by not only him but also the media in many different ways- but the sound bytes were always attributed to him. What could you say that would represent you, your practice and your brand?

 Like him or not, analyze and learn from “The Donald”.  He has much to offer!

Sign up for more helpful insights and sign up for the newsletter “The Medical Strategist” where you will get breaking news as it happens or more helpful strategies in health marketing,

Thanks!

 

How to Grow Your Medical Practice…Try Content Marketing

People do business with those that they “know, like and trust”.  It is the same for patients seeking care from physicians.  While you may not be able to know everyone in the community before that first encounter, prospective patients feel that they do know you, trust and like you.

How can that be?

Simple…through the internet.  You are active online, aren’t you?  Oops…did I hit a sensitive nerve for you?

Content marketing provides an avenue for people to connect with you, get acquainted and chat with you.

According to the Content Marketing Institute, an online resource for information on all things content marketing is defined the following way:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Content marketing is a way to attract new patients to grow your practice and keep your current ones, not only wanting to return but also referring their friends and family to you as well by raving about you and your practice.

What Content Marketing Does For You

If getting new patients is not enough, it also enables you to:

  1. Listen-  find out what the needs and interests are of patients in the community.  Rather than simply promoting yourself, find out what patients are really interested in.  You can be that person for them. Learning about your target market gives you an advantage over your colleagues and competition in the field.
  2. Be a thought leader- Share ideas with your fans and provide solutions for them to problems they are struggling with. These thoughts you share, will be shared with others.  Going “viral”  is a dream come true for most people. It spotlights you and strengthens your brand.
  3. Drive traffic- engaging your viewers not only builds awareness and increases search engine rankings, it brings traffic to you and your website.  This is free as opposed to advertising and spending a lot in your budget.

Publishing information that is relevant to the public and interesting has the power to engage patients. It is crucial to keep in mind however, that the relevant and interesting content should be that which is in line with your services and skills.  Choose topics that you are an expert in.  This will influence their decision to select you as their physician and help encourage referrals from them as well.

Interested in learning more about this topic?  Sign up in the box at the top left corner of this screen so that you don’t miss tips as them come out.  See you at the next post!

Writing to current patients and prospective patients as a physician, you are writing in a format of B2C which is business to consumer.  While educating, entertaining and engaging, you are writing in a way that elicits emotion…fear, joy, hope.

However, writing for colleagues, insurance companies and hospitals is done to promote your authority in the field and get patient referrals.  By connecting with referring physicians and hospitals, you are widening your patient base and growing your practice.  Writing to this target market is business to business.  You are giving facts, not eliciting emotions.

healthcare.jpg

Business to business copywriting (aka B2B) is your virtual salesman-one who is there to present you in the best light, generate leads, enhance your data base, increase sales and improve the close rate.

Unlike writing directed to consumers, Business-to-Business copywriting is logical and based on fact, not geared to elicit emotions.

The average person in the workforce is working longer hours and has less time for reading material.  You therefore must make your copywriting simple, easy to understand, compelling and “scan able”.

Business-to-Business Copywriting Today Requires You to Talk to Me as a Real Person

The average business-to-business writing is dry, corporate rhetoric with technical terms and is very dull.

On the other hand, the really effective businesss-to-business copy justifies any purchases by an attractive return of investment (ROI).

In addition, when done well, business-to-business copywriting will provide:

  • Specifics, not generalities
  • Answer what is in it for my company and me
  • Tell me your guarantees
  • How I can test your service, company or product for little or not money
  • A comparison between the same or similar products with competitors

When you see good business-to-business copywriting, you will appreciate it immediately because you wil understand the product or service, want to obtain it, and feel good about it.

In addition, unlike reading technical manuals, your virtual B2B salesman will save you time and money and keep your prospective market riveted to their seats.

Have you tried writing in a business format?  How has that been working for you?

If you need help, call for a free consultation and we can discuss your needs at 561-325-9664.  Speak to you soon!