December 6, 2009
Social media is about “engaging” and “interacting” with your market. It’s not like days gone by where a brand image was crafted and dictated to the consumer, but rather a relationship is built. A two way conversation of sorts that is built with engaging information. And a great way to engage them is with useful info.
The BBC recently reported on a study in the UK linking depression to a diet high in processed foods. They split participants into two groups – those who ate a diet largely based on whole foods, which included lots of fruits, vegetables and fish, and those who ate a mainly processed food diet, such as sweetened desserts, fried food, processed meat, refined grains and high fat dairy products. No one would be surprised that the latter diet led to obesity, diabetes and risks of heart disease but I doubt most people would connect it to depression.
Another example came in an article from the Washington Post. They reported on a study that concluded chewing gum may help reduce cravings, particularly for sweet snacks and spur people to cut their daily intake by about 50 calories.
This simple, but interesting info would make great choices for “useful info” that most consumers would find beneficial. Using recent study results is a way to give your market something worth “engaging” with your hospital, creating a relationship and keeping them coming back to your site.
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Hospital Marketing, Internet, Social Media | Tagged: BBC, chewing gum may curb cravings, how to engage consumers in social media, increase traffic to hospital website, Jimmy Warren, Lori Moore, Nancy Siniard, two way conversation in social media, Washington Post | 
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Posted by Jimmy Warren
November 29, 2009
Hospitals are effectively using social networking sites to provide relevant health information and to engage in an ongoing dialog with consumers.
There was been much talk about the H1N1 virus. It’s hard to miss it as you read the newspaper or watch TV news or listen to the radio or visit the internet. But with all the talk, there is still a lot of misinformation. And consumers certainly have lots of unanswered questions. How can a hospital address health concerns like the H1N1 virus with factual and relevant information? Some are effectively turning to social networking sites to connect with consumers and share information.
Rockford Health System in Rockford, Illinois is one hospital that uses its Facebook page to communicate information and updates about the H1N1 virus. Not only does the hospital provide pertinent information about the virus, it uses one of it’s doctors to post information about the virus and to answer questions posted on the site. The doctor answers questions 2-3 times per week.
Katie Nilsson, a reporter with WREX, quotes Rockford Marketing Director Westor Wuori, “There’s so much information out there, we wanted to find a way to distill it down to where people can get it in one central location”.
This is an excellent example of how hospitals can effectively use social networking sites to be relevant and provide a useful and meaningful service to their community. Consumers have concerns. They want reliable information they can trust. They want to have a dialog where they can receive answers to specific questions. Facebook and Twitter are tools that should be utilized by hospitals for such purposes.
Hospitals are expected to be the local source for reliable health information. Traditionally hospitals have relied upon press releases and the local media to disseminate relevant health information. But with social media sites, hospitals can provide the information directly to the consumer as well as actually engage in an ongoing dialog. And by so doing, the hospital enhances it’s brand and builds loyalty and trust.
Using social networking sites to deal with the public’s health concerns is a great opportunity that shouldn’t be missed. But even more than that, it’s the right thing to do. It is one viable means to fulfill the hospital’s mission and its responsibility to the community.
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Branding, Hospital Marketing, Internet, Social Media | Tagged: H1N1, hospitals using Facebook, Hospitals using social media, Jimmy Warren, Katie Nilsson, Rockford Health System, Westor Wuori, WREX | 
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Posted by Jimmy Warren
November 29, 2009
Hospitals should be proactive in using social media to connect and engage patients about their healthcare issues and concerns.
As much as healthcare officials are concerned about privacy and protocol, it’s not stopping patients from using the web to gather information concerning their health issues. A Pew Internet and American Life Project study shows that 61% of adults indicate they look online for health information. Most of these e-patients go online to gather information about specific health conditions.
The study also indicates that as many as 20% of adults go online and use social media sites to gather and share health information. “The Internet is now not just information,” says Susannah Fox, with the Internet and American Life Project. “There is a social life of information online. And people are using these tools to connect with friends and family, to connect with health professionals. And they are accessing a much deeper level of information than they were five years ago.”
As consumers take to social media and use it more, it’s only natural that they will use it for their health concerns. Patients will reach out on social media sites to find others who share common experiences and learn from others. There is a great sharing of information about symptoms, treatments, side effects and results. And there is great encouragement by sharing experiences with others who are having similar experiences.
Hospital marketers perhaps can learn from this to establish Facebook pages and/or Twitter accounts for patients in a local area to share and gather information. It would provide a great service to the patients and also extend the hospital’s brand to these sites as a facilitator and a sharer of pertinent information. It’s not a place for the hospital to push it services or “advertise” but a place that allows patients to honestly share information with others and the hospital to provide helpful medical and health information.
There could be Facebook pages or Twitter accounts set up for special interest groups like diabetes, cancer, maternity, young mothers and children of parents who are aging. The list is almost endless. Where ever there is a health condition where patients seek to gather and share information, there is an opportunity to use social media. There could be social media uses for just about every patient support groups that already exists so patients can do online what they do in periodically face-to-face meetings. And medical specialists in those areas could provide frequent and pertinent information that would be useful to those who visit the social media site.
Such efforts would provide a very useful service, build engagement and loyalty while enhancing the hospital’s brand.
Joseph Shapiro writing for NPR on November 16,2009 quoted Jamie Heywood, who established Patients Like Me, “The amazing shift is that we’ve pushed out this concept of sharing.” She continued, “you can find another patient who knows what you are going through, someone who is on the same treatments, is dealing with the same side effects…. whatever variable matters to you at the moment. To find out whether your concerns are justified, they make sense, whether you’re doing the right thing – that’s the transformation.”
There are great opportunities for hospitals to use social media to connect and engage consumers as well as provide useful and meaningful information. Consumers will find each other and engage in conversations. Shouldn’t hospitals join in that conversation?
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Hospital Advertising, Hospital Marketing, Internet, Social Media | Tagged: Jamie Heywood, Jimmy Warren, Joseph Shapiro, National Public Radio, NPR, Patients Like Me, Pew Internet and American Life Project, Social Media, Susannah Fox | 
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Posted by Jimmy Warren
November 29, 2009
Social media has leveled the playing field and made it possible for marketers with smaller budgets to compete effectively.
There is a lot of talk these days about brands that have large budgets being threatened by competitors with much smaller budgets. Some believe scale is losing its effectiveness because social media is having a leveling effect. An article in Advertising Age on November 17, 2009 by Jeff Neff outlined the discussion recently held at the Association of National Advertisers in Phoenix. National advertisers, due to their large marketing budgets, who could overwhelm smaller competitors are now taking notice that those competitors are making headway in the battle for consumers.
Brad Casper, CEO of Henkel’s U.S. business stated, “New media, social media, has been the great equalizer”. He cited the successful launches by Purex Natural Elements and Dial Yogurt body wash that have gained significant share despite significantly lower budgets, by using PR, digital and social-media components. Neff also referenced Colgate-Palmolive who has built or maintained market share in categories such as body wash, oral care and laundry against competitors who have spent much larger amounts in measured media.
What does this have to do with healthcare marketing? There are many hospitals that compete against much larger hospitals that overwhelm them with ad spending. What can a hospital do with a much smaller budget? If the packaged goods industry can teach hospital marketers anything, it’s that smaller budgets can be strategically utilized to compete more effectively. Larger hospitals are often very slow to adopt digital and social media strategies. If that is the case, as it is with many large packaged goods brands, hospitals with smaller budgets can begin to penetrate the competitor’s market share.
They can compete by:
- Having a rich, useful and consumer-friendly website
- Advertising on popular local websites
- Concentrating on paid and organic search optimization
- Establishing appropriate Facebook pages
- Advertising on Facebook by matching services with highly targeted audiences
- Using Twitter to communicate with healthcare special interest audiences
It’s a new form of guerilla marketing. Digital and social-media can effectively be used to make a strong impact and create a stronger voice within the market. Measured media is not to be discounted. Some level of traditional media must be used. But it can be supplemented with “new media” strategies that can help level the playing field that has been heavily weighted against the smaller marketer.
1 Comment | Hospital Advertising, Social Media | Tagged: Adage.com, Advertising Age, Association of National Advertisers, Brad Casper, Henkel, Jeff Neff, Jimmy Warren, Small Budget, social media budget | Permalink
Posted by Jimmy Warren
November 29, 2009
Newspapers provide strong reach as large numbers of adults access news either in print or online.
Many have written newspapers off. It’s not considered to be a viable advertising medium by some. Newspaper advertising revenues, down 45% in the last four years, seem to support this.
However, Scarborough’s latest Integrated Newspaper Audience study revealed that 74% of American adults either read a newspaper or visit a newspaper Web site at least once a week. Even though the Audit Bureau of Circulations shows a 14% decline in audience of the 125 largest newspapers since 2004, newspapers still reach 171 million Americans.
Erik Sass reported in the November 17th issue of MediaPost that newspapers deliver even higher readership among the well-heeled and well-educated. He cites that the Scarborough study indicates that 79% of white-collar workers, 82% of adults with household incomes over $100,000 and 84% of college graduates have read a newspaper in the past week.
It must be noted that a growing number of adults access the print medium online. A Nielson Online study for the Newspaper Association of America indicates that unique monthly visits to newspaper websites have increased from 41.1 million in 2004 to 71.8 million in 2009.
So even though there is much written about the death of American newspapers, they still provide a great reach opportunity. With the combination of space advertising and online advertising, newspapers can still be effective at reaching a large audience, especially among the more affluent and well-educated. And in smaller markets, community newspapers can even provide stronger audiences. Newspapers still have a place in the media plans of local hospitals.
Americans receive their news in new and various ways. Certainly this affects media strategies. But newspapers can’t be written off. Either in print or on the web, it’s still “read all over”.
1 Comment | Hospital Advertising | Tagged: Jimmy Warren, newspaper advertising, newspaper readership, Scarborough, Scarborough Integrated Newspaper Audience Study, ABC, Audit Bureau of Circulation, Erik Sass, MediaPost, Nielsen Online | Permalink
Posted by Jimmy Warren
November 29, 2009
Research indicates that video enhances online ads and emails but is not effective when used on social media sites.
Online video has proven to be a very effective tool increasing the engagement levels of online ads and emails. But according to a study conducted by Eyeblaster, online video is not very effective when used on social sites. Mike Shields, writing for the Nov 18, 2009 issue of Mediaweek, cited the research reporting that online video increases both Dwell Rate and Dwell Time when compared to other forms of online advertising but it performs better when adjacent to content or email.
Eyeblaster examined data from thousands of campaigns encompassing millions of impressions over the past year measuring user engagement (Dwell Rate) and the length of the engagement (Dwell Time). They found that consumers browse social sites differently than they do websites and emails. “What we found is that people browse social networks really quickly”, stated Ariel Geifman, research analyst at Eyeblaster. “People spend a lot of time in social networks, but it’s not on the same web page”.
Even though the use of video on social sites has significantly increased, consumers browse social sites very quickly and do not take the time to view video. This is in contrast to content rich websites where consumers stop and linger and become more engaged. “It’s the browsing habits”, added Geifman who concluded people have more time to look at an ad and become engaged when searching content oriented websites as compared to social sites.
As healthcare marketers experiment with social media, it’s important to learn as much as possible about consumer online habits. Although maybe not obvious at first, the research from Eyeblaster makes sense. People browse social media quickly and therefore are less inclined to take the time to view video as compared to content oriented sites where consumers are searching for information and therefore are willing to spend more time and become more engaged.
Video has proven to improve the effectiveness of websites. They increase Dwell Rate and Dwell Time. But videos have a smaller chance to be effective on social media sites where consumers quickly browse to get caught up with friends and gather quick bits of information.
Leave a Comment » | Hospital Advertising, Hospital Marketing, Internet, Social Media | Tagged: Ariel Geifman, Dwell Rate, Dwell Time, Eyeblaster, Jimmy Warren, Mediaweek, Mike Shields, Online Video, Video in Email, Video in Social Media | Permalink
Posted by Jimmy Warren
November 22, 2009
When an outgoing, gregarious new leader arrives in town as your
hospital’s new CEO, it can be an exciting process to help them find acceptance in the community.
Some hospital CEO’s are from an accounting background and prefer to concentrate their efforts internally, but an outgoing personality who wants to be visibly active in the community can be an asset for a hospital. The CEO is more than an internal leader but an external one as well and when he or she has an effective relationship with the community, this can prove beneficial for the hospital during emergency situations, legal issues, expansion plans, requests from the community, and of course from an imaging stand point.
But what to do when the new leader arrives? The expected introductions to the hospital’s board and employees and the usual press releases and Chamber of Commerce events are certainly in order.
Consider Twitter updates (Can be sent from a another leader in the community if your hospital isn’t yet tweeting but another reason we should be building our Twitter followers) with links to your hospital’s website for more info on the just-arrived CEO. Other social media should be considered such as Facebook ads targeted to your market, and possibly a live video feed question and answer via Facebook. YouTube videos of interviews or snippets “into the life” of the new leader and perhaps his family can also help build a relationship with the community.
Healthcare related fundraisers such as ones hosted for the American Heart Association, Relay for Life for the American Cancer Society, or Diabetes Walks all offer an important opportunity for the new CEO. This kind of personality can make inroads quickly in a community by supporting and attending arts organizations, fundraisers and gala events. Often times smaller, more intimate settings and events should be considered as they offer the new leader more quality one-on-one time with community leaders.
Opportunities to Consider Sponsoring/Attending:
- Gala fundraisers for local arts groups like the local museum of art, symphony, community theater or dance organizations.
- Community-supported events hosted by organizations such as the Botanical Gardens, Land Trusts, Green Initiatives or outdoor enthusiast events like bike clubs and hiking clubs.
- Civic groups like Rotary Club. Lions Club, Jaycees or Jr League provide opportunities to network and show support for the community.
- In smaller markets, involvement in high school sports and band booster clubs provide opportunities to meet families that are very active in the community.
Getting to know the community and making an impact through actual involvement can open doors quickly for a CEO who is so inclined. Converting marketing dollars to community event sponsorships can raise the profile of your new CEO as well as elevate the reputation of the hospital. This can prove beneficial the next time the hospital needs the community’s or local political leaders’ assistance.
Leave a Comment » | Branding, Hospital Marketing, Marketing Ideas | Tagged: CEO involvement in community, Event Sponsorship, hospital acceptance in the community, hospital CEO, Hospital Marketing, hospital reputation in the community, Nancy Siniard, new CEO | Permalink
Posted by Jimmy Warren
November 22, 2009
Television viewership is up but mobile messaging is viewed less favorably.
With all the talk of the death of traditional advertising and the advent of new media, which some argue to be far superior, some recent trends dispel prevailing attitudes. Nielsen Research recently reported that TV viewership is at an all-time high. And the average time spent watching television per day has increased to four hours and 49 minutes. Even though primetime viewing is relatively flat, it is at the highest levels since 1991.
On the other hand, Mark Dolliver reports in Adweek that a BIGresearch study indicates that since June 2008, the percentages of people who don’t like mobile marketing has increased. More specifically 67 percent don’t like text ads compared to 64 percent last year.
While new media offer unique opportunities, the rush to abandon traditional media for new media may be a bit premature. Certainly hospital marketers should utilize new media to reach new consumers and to target specific audiences. But to discount traditional media is a mistake. Traditional media used correctly is still very effective.
Of course, the optimal approach is to combine traditional and new media for a well balanced and coordinated advertising strategy. To ignore social media is like putting your head in the sand and refusing to recognize the unique opportunities it provides. But to get carried away with the newness or novelty of something and forsake what has been consistently reliable is an equally severe mistake.
A strategic, coordinated advertising plan that takes advantage of each viable medium, both traditional and social options, is the best way to maximize effectiveness.
Leave a Comment » | Hospital Advertising, Hospital Marketing, Social Media | Tagged: Adweek, BIGresearch, Jimmy Warren, Mark Dolliver, mobile marketing, Nielsen, Nielsen Research, text ads, tv viewership | Permalink
Posted by Jimmy Warren
November 22, 2009
Hospitals and doctors are using social networking as a means of delivering a higher level of customer service by providing more communication with patients and their families.
Every fifteen minutes the patient’s family receives an update on a Blackberry from the operating room, which gives them a status report and informs them how the patient is doing. Surgeons use Twitter to report the details of an ongoing surgery. Patients receive educational information from their doctor concerning the health issue they face. Prospective surgical patients watch a webcast of the surgery they are considering. Instead of going to the doctor’s office, a patient receives answers electronically to her health questions.
All the above are real examples of social media being used by healthcare providers as cited by Nirvi Shah in a November 9th article in the Miami Herald. Social media tools are increasingly being used to provide information, and a higher level of customer service.
Many hesitate to use social media due to concerns about patient privacy. But users avoid those concerns by using just one of a patient’s initials or just the age of patients. Messages are generally vague so that they would only make sense to the patient’s family. And public posts are simply educational or very general in regard to details.
Many patients consider the use of social media tools as modern day bedside manner. It’s a way to make a stronger connection between the healthcare provider and patient. It’s a means of making patients and their family more comfortable.
The tools of social media provide a wide range of opportunities to improve and enhance customer service. Educational information and one-to-one conversations delivered through social media venues can be an extremely valuable asset to hospitals and physicians. In a very competitive environment, the adoption of such tools can create a very significant advantage.
Leave a Comment » | Hospital Marketing, Internet, Marketing Ideas, Social Media, Uncategorized | Tagged: Associated Press, communicate with patients via social media, healthcare customer service, Jimmy Warren, Miami Herald, Nirvi Shah, update from operating room | Permalink
Posted by Jimmy Warren
November 15, 2009
When a hospital is cited for negligence, as one teaching institution recently was for repeated wrong side surgeries, what can be done to regain the community’s trust?
Even problems like long waits in the ER, lack of cleanliness in patient rooms or overcrowded conditions in the Labor and Delivery area, can cause a hospital to lose consumer confidence.
It is a tough, uphill battle for any business after they lose consumers’ trust. And for a hospital this is even more treacherous. Just one family member or close friend having a bad experience or receiving inadequate care can do a lifetime of damage for a hospital in the minds of all those connected to that one patient.
There is no quick fix as rebuilding a hospital’s reputation “takes time, effort and a lot of grunt work” according to Stuart Foster, a marketing consultant in the Boston area. His steps to regaining the trust are:
- Admit you are fallible
- Ask for feedback. How you take this advice and act on it is critical
- Don’t reinvent yourself. Focus on what is wrong and fix that
- Troubleshoot: What allowed this to happen and how can it be prevented
- Be consistent: Hold tight with what you know you can do
In addition, respond in the same medium in which the complaint was initially made public. Negative tweets about your hospital? Unfavorable posts on Facebook? Respond in the same medium to the same audience. Apologize for the experience, offer to assist, give contact info and get the conversation off line. This shows all who were made privy to the publicity that your hospital does care and wants to make the situation better. Thus you get back on the road to your hospital’s own recovery.
1 Comment | Hospital Advertising, Hospital Marketing, Social Media | Tagged: consumer confidence, consumer trust, hospital pr, Jimmy Warren, negative publicity, regaining trust, Stuart Foster | Permalink
Posted by Jimmy Warren
