A roundup and recap of what we found interesting in healthcare marketing this week. From social media tips for pharma to a fantastic spoof by the Rock on SNL.
Top health industry issues of 2017. Great pdf and well worth the read. Of particular interest to us is the emerging technologies section.
The top 7 Social Media Best Practices of 2017.
The top 20 pharma brands spent over $2 billion on television ads. As cord-cutters, this was a revelation.
Facebook messenger for pharma – we’re looking forward to part II.
10 ways healthcare companies are testing Instagram.
Diabetty is a virtual voice assistant aimed at helping diabetics manage their condition. Voice search is growing fast. We’re looking forward to seeing more of this.
South African Xentrex isn’t your typical erectile dysfunction drug. Great pharma marketing parody by the Rock.
Until next time, let’s work together to elevate your healthcare marketing. Remember that we love you.
Is your healthcare website optimized for lead generation?
We know that trust is the deciding factor when a healthcare consumer is choosing a provider. Gaining that trust is more than providing the best service and hoping that the word will travel.
Healthcare information is one of the most commonly searched topics on the internet. Obviously, you want your organization’s website to show up first in relevant search results. But what happens when a potential patient finds your site? Do they scan your content and move on?
If so, you need to optimize your site for lead generation and have a clear plan for turning leads into patients. Here are five easy steps towards optimizing your site for conversion.
Step 1: Consistent Branding
The goal of your marketing is brand recognition, brand preference, and brand loyalty, in that order. Your healthcare website should build all three.
Research has shown that consumers can make judgments about your website within 1/20 of a second. That’s not a lot of time to build trust, but consistent and beautiful branding goes a long way. On the flip-side, inconsistency in brand image, message, and voice will lead to customer confusion.
The best tool for establishing and maintaining consistent branding is a brand guideline. More than a simple style guide, a brand guideline is built after a thorough discovery of who you are, what you do, and why it matters, and deep research into crafting your image, message, and voice in a way that will resonate with your target audience. Take a look at this article for examples of great brand guidelines.
Step 2: Patient-Centered Content
Your potential patients will find your site through search and relevant and original content is the key to good search results. Search engine optimization isn’t black magic or gameable. Good search engine placement is the result of good content.
The focus of your healthcare website content should be educational. Create articles that are centered around the questions and needs of your audience. These articles will not only improve your search engine rankings but will build trust in your readers by demonstrating your expertise.
Create a content calendar and stick to it. The more relevant content you provide on your site, the more visitors, and the more visitors, the better your chances of acquiring a new patient.
Step 3: Value Driven Call to Action
Display a compelling call to action with a simple opt-in form with no more than one or two fields. This may be a newsletter, a free download, a webinar, or a special offer. Give your audience something they want or need in exchange for their email address, then follow up.
Step 4: Social Proof
Word of mouth referrals will always be the best way to attain the trust of your audience. The online equivalent of a personal referral is a testimonial. Feature these testimonials prominently, preferably with photos to put a face to the name.
Encourage your customers to leave good reviews online, pay close attention to your online reputation, and work quickly to resolve any issues with negative reviews that may arise.
Because of the personal nature of healthcare, social proof is even more important. Make sure that your healthcare website leverages social proof to connect with your viewers.
Step 5: Clear Contact Information
This one is obvious, but your contact information should be prominently displayed and easy to find. In the visual hierarchy of information, you want your potential customer to be able to contact you immediately. Display your phone number, contact form, and social icons in the header of your site. You don’t want to lose business by making your audience look for a way to contact you.
Steps 6-47: Download this free checklist
Click here or on the image below to get a free pdf 47 point checklist to help you attract, connect, and convert more of your website visitors into patients. As always, contact us if you have any questions.
Healthcare marketing is changing.
There was a time when the website for a hospital or healthcare company served only the role of a brochure. A couple of pages about your organization, a page about your services, and clear contact information was all you needed. But those days are over.
Every marketing effort should have a goal, and ultimately that goal is more sales. Your website should generate leads for your company which will convert into loyal customers. It should explain the value you provide and the benefits to healthcare consumers. It should position you as the experts in your field through educational, thought-leader content.
The rate at which new technology is being produced and adopted is growing exponentially. With these changes, the expectations of the healthcare consumer have changed. According to a recent Pew Internet study, 80% of internet users (roughly 93 million Americans) have searched for a health-related topic online. 63% of those were looking for information about a specific medical problem and 47% for information on medical treatments or procedures. In contrast, only 21% were searching for information about a particular doctor or hospital.
Armed with this information, it’s clear that your online marketing efforts are significantly more effective if you are addressing the topics being searched.
To reach these online self-diagnosers, hospitals and healthcare organizations need to prioritize educational content in their areas of expertise. Cardiologists should explain the symptoms of heart disease, both ostensible and hidden. Articles on heart-healthy diets, easy exercise routines, self-monitoring, or stress management containing strategic, long-tail keywords, headings and subheads make an incredible impact on your search results. Clear calls-to-action within these articles ensure that you are generating warm leads.
Content has always been king, but the importance of providing relevant content for SEO purposes can’t be overstated. Search engine optimization is no longer black magic, nor is it gameable. All major search engines are smart enough to rank clear, concise, and relevant information highly while demoting content designed only to sell. The best inbound marketing is a trade of your valuable knowledge for the opportunity to plant your flag in the minds of your audience and gain their trust as experts.
Examples of inbound marketing done well can be found on the websites of many of the top hospitals in the nation. The website of Johns Hopkins Medicine has sections titled Healthy Heart and Healthy Sleep (among many others) which are perfect examples to learn from. Each section contains multiple articles crafted to help the consumer at each stage of their interaction.
Strategy before tactics
Before you dive in, understand that implementing tactics before forming a strategy is one of the most common (and potentially most costly) mistakes in healthcare marketing. Marketing or brand strategy is your map to achieving your business and mission objectives. Tactics are your mode of transportation.
As a healthcare organization, your strategy may be to provide the best quality care to your community and position yourselves as the provider of choice. Building a website and providing educational inbound content is a tactic to get you closer to that objective.
There is an inherent danger of wasting time, money and effort by implementing any tactic without a clear strategic goal. “Bright, shiny object syndrome” is a common pitfall in healthcare marketing. With new technologies offering new marketing channels nearly every month, it’s all too easy to throw advertising dollars into those channels simply because they exist, or because your competitors are already there.
With the right strategy, you can determine the viability of those channels beforehand and ensure that your message is delivered on-voice and on-brand in a way that will most effectively resonate with your audience.
When you decide that you are ready to take your inbound healthcare marketing to the next level and begin generating relevant content catered to your audience, let’s talk. Click the image below to download a free 47 point checklist to help you optimize your site and get more patients.
Surgery is scary, but with advancements in technology, minimally invasive surgery can greatly reduce the risks.
Minimally invasive surgery means smaller incisions, reduced scarring, and shorter recovery times.
Illustrate the reduced risk of this type of surgery through the use of images representing the small size of the incision: a pea, a thimble, a fishing bob.
Illustrate the reduced risk through a clever use of copy: “Laparoscopic, Arthroscopic, Endoscopic, Thorascopic, Cystoscopic. The words are longer than the incision.”