Do You Have a Strategy for Your Content Marketing?

Your Content Marketing Strategy May be Failing Because of This: No Strategy!

Many doctors and health professionals are frustrated.  They put in the time to add fresh content but it does’t seem to bring the effect they are looking for.  Whether it is to retain current patients, attract prospective patients and grow their practice, or sell a book they authored, their content marketing doesn’t seem to show any effect.

Why would this be?  On one hand, you are following the techniques that big business uses with their content marketing, but it doesn’t give the same effect.  In a nutshell, it is because there is no effective strategy.  Do you have a plan?

 

A mere 9% of B2B marketers perceive their organization’s content marketing as effective according to the CMI’s industry survey.

 

Key data from CMI’s survey shows:

CMI-Survey-B2C-Marketers-Marketin-Strategy

Strategy

The Team

Content marketing in medical practices take a team to carry forward.  Assign staff to do posts in topics that they are intimately involved in on a routine basis and assign a day in the week or calendar month when they are responsible for it.  You can’t be expected to take care of all the content marketing for your practice but like anything else in medicine these days, if it’s not written down, it doesn’t exist.  Don’t expect everyone to read your mind or be consistent unless it is written in a content calendar.Content marketing is a method that takes a team to carry forward. If the organization’s individuals are holding some nebulous strategy in their minds, that’s not really a strategy at all. That’s just some thoughts on content marketing.

Types of Content Marketing

Types-of-content

  • Lists
  • Videos
  • Webinars
  • How-tos
  • Polls
  • Infographics
  • Case studies
  • Guides
  • PDF downloads
  • Reviews
  • Interviews
  • Podcasts
  • Tutorials
  • White papers
  • Research

Everyone loves lists.  Think of 5 best ways to…. or 7 types of…..3 steps to…  Most things that you do can be broken down into lists for your reader. The thing is, each of these types of content affect people in different ways and as such, practices can create several in their content strategy.

 

Diversify-content-types

As the image points out, diversify your content.  This keeps it fresh and interesting with viewers returning to see what you’ve just produced. The key is keeping it relevant to your services and the reader.  What does your prospective patient want to read.  Remember, the information is to engage and inform.

Measure ROI

Use analytical tools to show which content is getting the most traction and then concentrate on those.

Scott Severson  tracked specific keyword data to demonstrate content marketing efficacy. He measured performance based on SEO-click value.

Measuring-ROI-based-on-AdWords-Equivalency

 

Measurment-dollars-based-SEO-click-value

Of course, there are other ways to measure ROI and effectiveness. Stick to the parameters that you’e chosen. Set goals and finish the projects when the goals are met.

Need additional help with your content?  

 

Check out  Content Copy Made Easy on Amazon at:

https://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Dstripbooks&field-keywords=content+copy+made+easy

 

 

 

 

Are you Using Reddit for your Health Marketing?

 

Facebook, Twitter and Instagram are the top three social media platforms that you probably think of when you consider putting out your health information. But if that’s all you think about, then you may be leaving a lot of money on the table (and losing many more prospective patients).

 

What is Reddit?

Reddit (or “read it”) is a social newsaggregation, web content rating, and discussion website, or essentially a bulletin board system. (flanked by the mascot seen to the left called a Snoo).  Members can submit posts or direct links. Registration is free and registered users can then vote submissions up or down to organize the posts and determine their position on the site’s pages. The ones receiving the most positive votes appear on the front page or the top of a category. Content is organized by areas of interest called “subreddits”. Topics  include:

 

Category Subreddits
Educational News, Science, Space, DataIsBeautiful, TodayILearned, WorldNews
Entertainment Creepy, Documentaries, Gaming, ListenToThis, Movies, Music, NoSleep, Sports, Television, Videos
Discussion-based AskReddit, AskScience, Books, ExplainLikeImFive, History, IAmA, TwoXChromosomes
Humor/light-hearted Funny, InternetIsBeautiful, Jokes, NotTheOnion, ShowerThoughts, TIFU, UpliftingNews
Image sharing Art, Aww, EarthPorn, Gifs, MildlyInteresting, OldSchoolCool, PhotoshopBattles, Pics
Self-improvement DIY, Food, GetMotivated, LifeProTips, PersonalFinance, Philosophy, WritingPrompts
Technology Futurology, Gadgets
Meta Announcements, Blog
  • Note: There are over 11,400 active subreddits with a default set of 50 subreddits.

When items (links or text posts) are submitted to a subreddit, the users, called “redditors” can vote for or against them (upvote/down vote). The front page of the site itself shows a combination of the highest-rated posts out of all the subreddits a user is subscribed to.

Front-page rank – for both the general front page and for individual subreddits – is determined by the age of the submission, positive (“upvoted”) to negative (“downvoted”) feedback ratio and the total buy azithromycin 1g single dose vote-count.Dozens of submissions cycle through these front pages daily.

 

Community 

The site is known for its open nature and diverse user community.  that generate its content. Smaller subreddits serve niche purposes which would be in keeping with your health marketing though main subreddits are quite diverse and can garner a great deal of attention.   Reddit’s popularity has provided unprecedented advantage of a large community. Its innovative socially ranked rating and sorting system drives a method that is useful for fulfilling certain goals of viewership or simply finding answers to interesting questions.

If you submit an article for consideration and it is accepted, the article is promoted to huge audiences.  Readers will share it with followers and the chance of going viral is greater than in other mediums.

 

Reddit has gotten more popular over the last couple of years as a way to drive traffic. Here are their statistics:

image29

With page views sitting at around 150 million a month, there’s no doubt Reddit is a powerful tool, also enabling you to set yourself  up as an expert.

How to drive Reddit traffic

1. Sign up for an account

2. Identify relevant subreddits. Locate them with  the subreddit search tool and use the general search tool to find content related to your niche or topic.

3. Use your account.

When you find subreddits you’re interested in using, spend a month or so answering questions and being helpful in whatever subreddits you are interested in.  Though it takes time, you will get a lot out of it.

4. Provide valuable content.

Once you’ve gotten a sense of what the subreddit is like, create a long post that’s absolutely value-packed. I recommend writing articles just for Reddit. Then, include a link to your site at the beginning or end. (You can also try Reddit ads.)

More

Want more strategy and helpful tips?  Sign up in the box at the top left corner of this page so you don’t miss any new content.  See you at the next post!

5 Ways to Transform Your Practice in 2017

January is the time that we turn the page, start fresh and resolve to make our business resolutions a reality.  For many of us, it means taking a more active approach with marketing…getting new clients or patients and growing the practice that we have into a robust business that we can be proud of. For many in the health field, marketing is either nonexistent or minimal.  But not you!  For today you are going to stand steadfast and make your marketing effective.  Good for you!

5 Ways to Transform Your Practice in 2017

Be who you are…a professional but flesh and blood

Before you see marketing as a chore, I would like to impart this advice.  You are human, not a marketing machine or an advertising agency. Marketing is all about relationships- the ones you forge with your patients.  They want to see the human side of you, not some stuffy white coat who can’t relate to them and what they are going through.  Don’t have a special marketing voice.  Use your own.

“People don’t buy from companies, from stores or from websites; people buy from people. Marketing is not about programs; it is about relationships.”  — Flint McGlaughlin, CEO and Managing Director, MECLABS Institute

 1-Express appreciation

This goes a long way and costs virtually little to no expense. People like to think that they mean something to you. Be grateful. Show more appreciation to the family, staff, patients, referral physicians and  vendors  in your life.  Say “thank you” more.  Send a card or an email expressing this for new patients.  Send a thank you to patients that have sent their friends and families to you.  Show gratitude often. 

When someone’s special day arrives, let them know that it has not gone unnoticed.  Patients appreciate that you are thinking of them.  This can be part of an automated system.

 

 

2 – Always have a Call to Action

What would you ideally like a viewer to DO after viewing your website.  Provide quality offers to engage them, whether it is to sign up for a digital newsletter, get an FAQ sheet and call for an appointment. The offer is about providing   helpful information, to get referrals and new patients. Think of what you can offer that is in alignment with your services.

 

 

 

 

3 – Strengthen your position of authority

 

Create your own, personal authority position on a specific topic or expertise.  There are many ways you can accomplish this.  You can post guest blogs to websites having a large audience, write a book (at least a short book),  be a guest interview expert, speak at events, have a column in your local paper, and participate in health fairs. You can  differentiate yourself from your colleagues by establishing credibility and expertise.

 

 

 

 

 

4 – Offer more experiences

 

Patients remember experiences.  Create a forum or Facebook page where patients can interact, voice their opinions and concerns and get information not only from you but from other patients who have had similar experiences.

 

 

 

5 – Keep things simple

Make a simple list that you can recommend for your patients to follow so they see what steps to take in order to maintain their health. (E.g. which foods to avoid, which exercises are the best, etc.)

 

None of the above steps cost money; it’s only an effort by you and your staff.  Many of these steps can be done at once and then scheduled for the times that you would like them to appear.  This is a great start!

If you need help with this, no worries, just call 561-325-9664 and we can get you up and running!

 

 

Content Marketing for Your Medical Practice- it goes a long way!

Most doctors spend the majority of  time with their patients asking a standard set of questions and recording the answers into electronic health records on their computers rather than getting to the deeper issues troubling these patients.

This situation prevents the patient from engaging  in a more meaningful way. Not only that but  most patients either remember it wrong or completely forget what was said in these encounters.

By creating content that answers the most common questions and entering it on the website, in the patient portal, and in an email before the patient ever arrives, face time with the patients can be optimized.  The staff can provide better service when the answers to frequently asked questions can be accessed on the website. Patients can also ask questions on the portal while letting the doctor know that this is what they want to discuss at a specific date and time scheduled so that the doctor can provide this information more effectively.

Patients are looking for doctors and healthcare organizations to provide the right content before they ever walk in the door so they can have a visit that is personal.

 

To help optimize your practice’s time with patients, make sure you incorporate the following:

  • Have a robust FAQ that allows patients to find answers to common questions 24/7
  • Supply the content across platforms/portals that your patients are accessing, such as your practice’s website, the patient portal, and any applicable social media sites.
  • Engage the patient and caregivers before the appointment with a clear idea of what to expect.
  • Encourage patients to post any articles they have found which they feel may pertain to them that they want to discuss.  This discourages bringing the articles with them to the office where you may not have time to review it properly. This action also validates the patient.
  • Make the information relevant to the prospective patient coming to your office and make it captivating.  Discover what your patient finds interesting.
  • Check out your analytics and run A/B split tests to see what kinds of content is more well received and interesting to your patients.  This style of content creation allows your practice to refine and improve materials to get them closer to the goal: Making marketing more personal.

It may seem like a lot duplicated effort to have the same materials going in multiple digital spaces, but when it comes to keeping up with the marketing best practices in 2016, consistency and personalization are going to be key.

Be consistent in all areas where your content is posted from the website to the waiting room.  This way, when a patient is ready to select your practice as their provider, or they are checking out your practice after a referral, all of the assets are in place to let them know they’re in good hands and they’re going to receive the best care possible.

Share your experiences in the comment box below.

Great Channel for Health Marketing- Email Campaigns

Email Campaigns

Social media darling BuzzFeed added over 1 million email subscribers in the past 12 months. How? Analytics found that the fastest and most critical technique to growing an audience (ergo, your practice) is with email campaigns.  As social media moves in the direction of revenue growth, brands are losing the ability to communicate directly with followers. By initiating an email campaign, vhealthportal.com/product-category/add-adhd/, brands get that control back.

For example, The Washington Post now has over 75 e-newsletters, while The New York Times has 12 people dedicated to newsletters.  The CMI/MarketingProfs B2B study found that email was rated as the No. 1 success metric for measuring content marketing.

 

b2b-content-marketing-2017-benchmarks-budgets-trends-north-america

Takeaway: In 2017, we’ll see two things. First, more brands will launch targeted and relevant e-newsletters, which will become the key method to grow their audiences. Second, more brands will take a hard look at the e-newsletters they have and move them from “email as marketing collateral” to “truly amazing and relevant customer experiences.”

Best Practices of Email Marketing

  1. Call to Action

Sending out emails with information is a good start but you want them to have a call-to-action.  A great way to do this without seeming sales, is to have the emails link to your landing pages. Each email ideally would link to a personalized landing page which strengthens your website and further fulfills con their needs through additional content.  You may capture their email address, permission for sending Ezines or get them to make an office appointment for further investigation of their problems.

2. Triggers

Messages can be automatically sent out based on triggers from patient responses. For instance: if a prospective patient visits your website twice in five days and then you don’t see them for a week, an automated email could be sent telling them how much you miss them, and inviting them to come back, perhaps with an incentive like a tip sheet of FAQs (frequently asked questions from your practice)

There is a huge variety of possible trigger points that you can use to send your prospect emails. The purpose of these messages is to build a rapport with your prospective patients and start encouraging them to make a genuine connection with you and your practice.

3. Humanization

In order for your email to stand out above the hundreds of emails that people receive on a daily basis, you need to humanize the email. Besides using their first name, you need to send personalized messages to your viewers and also to make yourself human and approachable while doing it.  The proof in succeeding will be a higher click-through rate.  If there is no response, it’s time to modify how you write the Email.

So, as 2017 approaches, more brands will develop and launch Ezines or e-newsletters specific to their services as the lynchpin to growing readership (and attracting prospective patients).

The next Step

Have you considered e-newsletters yet?  Perhaps it seems like to much work!  No worries!  Outsource it.  Contact 561-325-9664. We can discuss your needs and get your started!

 

Does Content Marketing Work in Medicine? (What Content Do Your Patients Want?)

What is Content Marketing Actually?

Patients are being blasted these days by online medical information. They try to self-diagnose their symptoms by referring to WebMD, Mayo Clinic and similar sites.
Wouldn’t you like to be the one your patients turn to online to get their health information? When you supply relevant fresh content on your website, blog posts, YouTube, and social media channels, you are perceived as being an authority in your field.  Of course patients want to get treated by the doctor who is an authority and is very knowledgeable in the medical field.

 

Content Marketing Institute explains:

“content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”

Providing fresh content consistently updates your website and improves your Google, Yahoo and Bing rankings. The better your search engine rankings, the more likely patients are to find you in an online search. After all, patients are likely only to read you on page one or maybe page 2.  Let’s face it, if you are only on page 15, you might as well not exist online.  Consider producing a page for every condition you treat and every service you offer.

Practice Growth

The more that people find you online and read your content, the more apt they will be to visit your practice. These new patients translate into practice growth but in addition to these prospective patients coming, they become a referral source for you as they recommend your practice to friends and family.

With 80% of Americans searching online for medical information and one out of every five seeking a specific doctor, it’s more crucial than ever for content marketing.

Additional benefits of content marketing:

  • Provides  valuable, helpful information
  • Encourages patients to seek you out for medical information instead of websites.
  • Establishes you as an expert in your field.
  • Increases your Google rankings which means more people are exposed to your practice.
How to Start

It’s not easy to be consistent with content marketing when there are so many other obligations and duties one has each day.  In order to accomplish regular content publishing, create a content calendar which designates the day for the content (rich in keywords for optimization) and whether it will be the physician or staff creating it. The calendar can include social media posts, blog posts, Ezines, email campaigns and other types of content that your patients feel is relevant. Don’t forget to add holidays to the calendar so that you can personalize it with seasonal or holiday wishes.

Google Keyword Planner is a great tool to help you come up with topics that are in sync with your services and that your patients are interested in. Another way to derive content is to think of all the questions patients have asked in your office.  You can write an article or post that answers each one of them since many of your patients would be interested in the same topics or struggling with the same problems. Then when patients ask the same questions, you can refer them to your articles for additional in-depth information.

Scheduling

There is no right answer for how many times that you put out your content.  The answer is how often you can be consistent with it.  If you always put out information on Tuesday, make sure that there is something there when Tuesday rolls around so that you don’t disappoint the readers that come to your site on that day specifically to see the fresh content.  If it’s not there, they will just go elsewhere.

Start out with once each week and increase if the time allows and you become more proficient.

 

Recap

Thirty-five percent of service-related searches online are for health.  If you’re not there,  you can bet that your competing colleagues are. Implementing a content marketing strategy will mean the difference between attracting prospective patients and growing your practice versus losing patients and eventually your practice as it dwindles down and no longer becomes financially viable.

Need help with your content marketing?  Outsource it. The return on investment is worth it! Call 561-325-9664 and we can get you started.

 

Are You Hurling “Content Shock” at Your Fans and Viewers?

 

 

“Content Shock” was coined by  Mark Schaefer, a five-time best-selling author and Professor at Rutgers University two years ago. This phrase denotes the instant when viewers are over saturated with the available content and can not consume anymore of it.

This is even more true today than in the past. According to Quora, there are 2 million blog posts created daily.  THAT’S TWO MILLION BLOGS EACH DAY!!!!

Schaefer controversially wrote that “most content marketing plans are not sustainable strategies.” He points out that “between now and 2020, the amount of information on the web is going to increase by 500%.”

Even now, clients and patients are overwhelmed—and even annoyed—by all of the online content that’s blasted out.

So, how do you cut through the noise and get heard above all your competition?

Blog Strategy – 7 Key Steps

Avoid the Content Shock and get noticed by your prospective patients by:

  1. Making your site attractive

Show your content in a beautiful way by adding images, graphs and videos.  Articles with pictures are shared twice as much as those without them according to Buzzsumo. Viewers will pause at the images to view them- especially if they are detailed as in info graphics with detailed, readable text. Use Canva to produce attractive and useful imagery for the header. Key- never use GIFs.

2. Have a Plan

Create a map for your blogging strategy.  Pick out your valued keywords and write each day on one of them,  Consistently write with SEO but also only provide content that is in sync with your practice and the services that you provide. Consider having the staff contribute blog posts in areas that they are familiar.

3. Write a Captivating and Compelling Headline

According to Upworthy who obsessively testing titles 80% of readers will read the headline but only one in five will continue reading the rest.  Compelling titles can actually generate 500% more page views.

  4. Humanize the Titles

As Jon Morrow instructs-

  • Incite curiosity, but don’t fulfill it (the “curiosity gap” or the “you won’t believe what happened” headline).
  • Exaggeration and hyperbole (the “this is the most epic thing ever” headline).
  • Shock, incite, outrage (the HuffingtonPost school of headline writing).
  • Be unusual (like the headline of this article you’re now reading).
  • Be incredibly useful (e.g., by creating the definitive guide to SEO ranking factors)

For a crash course, check out Jon Morrow’s e-book, Headline Hacks.

5. Expand Readability

If you make your readers bleary-eyed, you will lose them. The eyes need a place to rest when they are scanning so be sure to have “white space” instead of big  content chunks.  In addition:

  • Shorten paragraphs to 2-3 sentences
  • Use bullet points to highlight key concepts or main ideas
  • Add images between large sections
  • Shorten sentences. Read them out loud and if you can’t read the sentence in one breath, it is too long.

  6. Social Media 

Add blog posts into your social media.  Comments from engaged readers will add to additional content down the road but also will add back links to your site.

     7. Promote

There’s no point in having blog posts if no one reads them or knows they are there.  Promote them through:

  • Press Releases
  • Facebook or Twitter ads
  • Guest Posts to promote your blogs to wider audiences
  • Article publishing (with bylines to your website)

HELP

No time to write your blogs consistently?  No worries. Outsource them!  Email Support@CompleteContentPackage for the help that you need.

5 Ways to Boost Your Health Marketing in 2017

There are always new strategies in creating effective and valued content as health marketing evolves. They help your practice grow by attracting prospective patients, increase website traffic, strengthen your brand and establishes you and your practice as the authority in your field (giving a leg up over your colleagues).

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

Here are 5 Easy Ways to boost your health marketing

  1. Laser in on what your patients want

It is much easier to retain your current patients than constantly having to attract new ones. (although this is important too!) Think of what your viewers want to read and what is relevant to them so that you can keep them interested without losing them to other sites.

Strategies involve:

  • Providing consistent and relevant content (that solves their problems)
  • Archiving posts so that the viewers have access to them at their convenience
  • Using multi channels for whatever sites your viewers tend to go
  • Engaging viewers with comments
  • Replying to questions and comments (so they know you are real and listening to them)
  • Offering access to Q&A sheets, tips or special content if they return
  • Incorporating email marketing

2. Mix in visual images and videos to your written content

Going forward, content will need images and videos to stand out from all the written material online.  It will not only attract viewers, but will also help with what you are trying to explain.  This works well for physicians as there is a wealth of material that lends itself to images (from surgical procedures, skin rashes, medical conditions and devices with countless more).

Strategies involve:

  • Videos that illustrate the gist of your content (upload to YouTube or Vimeo)
  • Graphs and statistics that prove your points
  • Infographics
  • Slideshows that highlight the main points of your content
  • Instagram (which is booming in popularity)
  • Uploading to Snapchat in social media

3. Limit the Scope of your content

Your content should be in sync with the services that you provide or reflect the specialty that you practice. Develop content that discusses medical conditions, medical breakthroughs or solutions in depth.

4. Incorporate Your Viewer Comments

By posting and responding to comments that your viewers have made, you are adding valued content as well as validating what they have to say.  This encourages engagement as others will follow the lead to add comments to you and your site. Give a call-to-action by not only asking for comments but also asking viewers to share your post with their friends and family.

5. Content Promotion

If nobody can find or read your content, you will have spent time without benefit.  Give a shout-out by promoting content through social media and press releases to get your information out there. Consider adding work to Reddit and paid content discovery networks (Taboola and Outbrain)

Have questions?

Have questions about how to use content and health marketing effectively?  No problems!  Contact me at 561-325-9664 and I would be happy to provide solutions for you!

Strengthen your Medical Brand on YouTube- Big Co.s do!

Do you take advantage of YouTube to promote your medical practice or health brand? There are 73 million viewers on this site.  Do you think that some of them may be your ideal target market and prospective patients or clients?

Maybe you think your patients don’t use YouTube or that it is tapped out, old hat already.  Stats show this to be false with a 47% increase in subscribers year over year! The truth is, you need a variety of media channels to get seen for your health marketing these days.

Long gone are the days where people uploaded amateur videos to YouTube about their daily lives or pets. (which incidentally, always stays popular due to the awww factor) We’ve seen bands and musicians become celebrities thanks to YouTube (e.g. Justin Bieber)

Now, big companies recognize the value of YouTube and are going at it with “all guns blazing”. Over 2400 channels on YouTube are owned and run by the top 100 brands collectively to catch viewers. There are over 40 billion views on their channels.

According to a survey performed by Pixability, the top 5 brands are Disney,Sony,GoogleSamsung and CocaCola. The number of monthly views among the top 100 brands on YouTube were up 55% this year alone! There were 611,000 videos uploaded to YouTube by the top 100 brands and a new video is uploaded every 18.5 minutes.

So are you convinced?  The most popular day of the week for uploads is Thursday. Your video does not have to be long.  Many viewers are happiest when the video is only 2-3 minutes.  In fact, 90% of videos uploaded by big companies over the last year were under ten minutes.

There are plenty of videos that you can make. Examples of topics are:

  • How to prepare for surgery
  • How to prepare for your office visit
  • Medical device and what it does for you
  • How to use your patient portal
  • Your team- staff, what title they have and what role they each play

With your ingenuity, I’m sure that you can come up with countless more.

Check out and like some of my videos.