Healthcare Marketing: Do Consumers Prefer Digital or Traditional?

May 30, 2013

Digital or traditional media? Consumers prefer one but marketers the other.

New mediums and vehicles show up practically every day.  And as healthcare marketers we are always looking for an edge.  Something to create an advantage over our competitors.  And like other marketers, we are exploring digital options more and more.  And why not?  That’s where consumers are.  On the internet, on social networks, on blog sites and hundreds of other places that are digital.  But is that where are emphasis should be?vintage radio

A recent study by Adobe found that 51% of marketers now believe online advertising as more effective than traditional forms.  And although, the percentage of healthcare marketers may not be that high, we have certainly given it a lot more attention over the past few years.  But the surprising part of the study found that almost 70% of consumers identified TV adverting as the most effective.  Consumers preferred traditional advertising to digital by a large margin.

EMarketer, commenting on the Adobe study, noted that marketers prefer digital because it’s more easily measureable.  But it’s important not to confuse measurability with effectiveness.

But even this creates challenges.  Traditional mediums have become increasingly fragmented.  Just look at television, with the proliferation of cable channels and the option to view TV programming on-demand at later times than the original airing and the use of PCs and mobile devices to consume TV content.  And even those who are watching on a traditional television set, it is estimated that 77% of them are multi-tasking by simultaneously using a PC, a tablet or a smart phone.

So the challenges are enormous.  But the study from Adobe would suggest we should not abandon traditional mediums.  The study found that what consumers really want is to be told a unique story and not just to be sold.

As healthcare marketers, the challenge is to understand consumer preferences and their media habits as well as media and device fragmentation.  And with that information discover how to effectively tell smart and compelling brand stories across multiple channels.  It’s the combination of creatively using multiple media channels to drive home our brand’s story and make it meaningful and memorable that will be most effective.

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Posted by Jimmy Warren

Healthcare Marketing: Increase Your Hospital’s Reach on Facebook with Paid Ads

May 6, 2013

Paid advertising on Facebook reaches five times more consumers than organic content.

paid social media strategyThere are two ways to reach consumers on social media- paid media and earned media. Organic (earned) media is extremely valuable for any brand.  It s a way to engage consumers, enhance brand perception and build loyalty.  But a new study from Facebook and comScore indicates that paid advertising on Facebook can dramatically increase your reach. Among the top 100 brand pages on Facebook, those using paid advertising reach an audience that is 5.3 times larger on average, the study found.

As reported by Matt Kapko for ClickZ, comScore looked at how major brands used paid media to extend their audience five times over their organic audience in one week. Some brands were able to extend the reach of a single post or other piece of content by more than 100 times with paid media, according to comScore.

Paid advertising on Facebook can be used by healthcare marketers to cast a much wider net and reach a much larger audience.  Facebook ads, or paid media, will reach “slightly lighter” Facebook users than organic content, comScore concluded. Paid messages were 30 to 60 percent more likely to reach users that have liked 100 or fewer pages. Similarly, paid messages were 17 to 32 percent more likely to reach users who hadn’t posted a status update in the past 28 days, the study confirmed.

With media planning, whether its TV or print or Facebook, traditional or non-traditional advertising it’s always desirable to reach those lightweight users. You’re reaching more lightweight users when you’re paying because you’re ensuring you get in front of those users.

Ad campaigns that are focused on reach, reaching a larger number of people, are usually more desirable.  And the study from comScore indicates that paid advertising on Facebook can significantly expand our reach.

Many healthcare marketers have spent hours trying to decide the value of social media and whether it’s worth the time and effort.   And that is still being debated.  However Facebook advertising can be an excellent way to reach users of social media.  Even the light users of social media. 

A word of caution is needed.   Using Facebook advertising effectively requires significant thought and work as well.  You are very limited in what you can say in a Facebook ad.  It’s very much about like outdoor.  Words are limited.  The message must draw attention and communicate something meaningful.  And if the Facebook ad is successful piquing interest there must be more information provided by a landing page or micro site that can provide more information and close the deal.

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Posted by Jimmy Warren

Healthcare Marketing: Five Deadly Marketing Sins for Hospitals

April 30, 2013

Sometimes healthcare marketing cannot only be ineffective but could do more harm than good.

Deadly Sins of Hospital MarketingHealthcare marketers work very hard to craft a message and effectively communicate to consumers.  And getting it right is an art.  We want to influence consumers and affect the choices they make.  But sometimes in our efforts we can do more harm than good.

Five deadly sins of marketing are outlined by Jonah Sachs, founder of Free Range Studios and author of Winning the Story Wars and summarized by Minda Zetlin  for Inc Magazine.  And each is appropriately accompanied with a story.  They would be worth noting by healthcare marketers.

1. Vanity

The ancient Greek story of Narcissus illustrates this sin, Sachs says. Narcissus, the handsomest hunter in the land became so entranced with his own reflection in a pool that he either remained immobilized there forever or fell in and drowned, depending on the version of the story.

For modern-day healthcare marketers there may be an even bigger risk: being ignored. “It’s hard to tell a story when you’re the main character and everything else is a background for your character’s greatness,” Sachs says. “You’re going to sound largely irrelevant to audiences who hear 3,500 marketing messages a day.” A better approach, he says, is to create a story where the customer (or someone just like him or her) is the hero.

2. Authority

In the story of the Emperor’s New Clothes, by Hans Christian Andersen, the emperor relies on the authority of his tailors who assure him he is clothed in cloth so fine only the wise can see it. Too embarrassed to admit that he sees nothing there, the emperor eventually finds himself nude in front of all his subjects.

The problem with relying on authority, whether subject matter experts or facts and statistics is two-fold, Sachs says. First, experts have been so flamboyantly wrong about so many things (remember the doctors who swore in the 1960s that smoking was safe?) that the public is instinctively mistrustful. Worse, by relying on facts you miss the chance to make a more heartfelt connection with customers. “If you can reach people on emotion and values, that’s a more powerful way of getting them marching toward you,” he says.

3. Insincerity

Remember the story of the wolf in sheep’s clothing, one of Aesop’s fables? A wolf that comes upon a sheepskin, puts it on, and hides within a flock. But the disguise works too well and the shepherd, mistaking the wolf for a sheep, slaughters him for his own dinner.

For modern healthcare marketers, the big risk of insincerity is getting found out or people knowing better. With the internet, Twitterverse, Blogosphere, and so much social media out there, it’s fairly difficult to fool anyone for long. And with so much data now available about hospitals and physicians from independent sources and patient reviews it’s very difficult trying to be something we aren’t. You want to reach out to a new audience but you must deliver on your promise.

4. Puffery

The down side of pretending to be bigger than you are is displayed in this unforgettable line from “The Wizard of Oz”: “Pay no attention to the man behind the curtain.”

“The idea is that we can speak in the disembodied voice of God and have people listen, rather than finding our unique and human voice,” Sachs says. “Finding that human voice is a step that healthcare marketers so often miss. Consumers particularly want to see the human beings behind the brand.

5. Gimmickry

Sachs illustrates this sin with the tale of King You of Zhou who repeatedly calls out his warriors on a false alarm to coax a laugh out of his hard-to-amuse trophy wife. You can guess the rest: The kingdom actually does come under attack so he lights the distress beacons but the warriors stay home, believing it to be another gag.

There’s nothing wrong with being clever, Sachs says, but trying too hard can backfire–which is why, he says, most Super Bowl ads aren’t very effective at selling their products. It’s great to try to be clever to connect with your audience.  But you can run the risk of undermining your message and your brand.

These are not the only mistakes marketers make but one that can be deadly for our brands.  Clear, concise, honest massages told in ways that connect to our audiences are always the best approach.

Minda Zetlin is a business technology writer and speaker, co-author of The Geek Gap, and president of the American Society of Journalists and Authors

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Posted by Jimmy Warren

Healthcare Marketing: Improve Your Hospital’s Search Rankings

February 27, 2013

Improve your hospital’s search rankings by improving your hospital’s website content and navigation. 104011192

Below is an article by Marty Reardon that appeared in MarketingProfs that gives very sound advice on how to improve both your SEO ranking and your website experience.  There are ten very helpful pieces of advice that healthcare marketers can use to improve their hospital’s website.

10 SEO Tips to Improve Your Search Rankings–and Your Website

SEO, when done well—with quality in mind—doesn’t just help increase your search rankings; it also improves your entire website from the viewpoint of search engines as well as your visitors. And that, rather than a cheap shot at fooling search engine algorithms, should be the ultimate aim of your SEO campaign.

So here are 10 tips that won’t just knock you up a few places in search results pages for a couple of months; rather, they’ll help turn a visit to your website into a better experience and help your site to naturally grow in popularity.

Tip 1: Create incredible content

The most important aspect of your website—and the most important part of all your optimization efforts—is your content. You can’t get around that fact in the long run, even with the best of SEO tricks. And why would you want to? You can fool the search bots for a while (and less and less with every passing year), but if your content is of low quality, nobody is going to visit your website or share with the world what you’re offering. 
 
Good content, on the other hand, will be eventually be widely read and widely shared by others, often on their own websites, creating excellent link-building opportunities for your website (see Tip No. 5).

Your site’s content must be well written, informative, as unique as possible, and free of excessive keyword use intended solely to garner search spider attention. If your content is genuinely informative and written for the niche it’s serving, it will already have the keywords you need.

Update your content frequently to focus on the latest information in you niche.

Tip 2: Pick a comfortable niche

Your blog or website can deal with extremely general subjects, but that will make your work a lot harder. General-interest websites have to deal with stiff competition from some very powerful and well established players.

Sticking to a niche, on the other hand, limits your audience but also limits your competition. You can write more authoritatively on your subject, and you can more easily generate a reputation for reliability among a much smaller but more loyal circle of readers.

The important thing is to research the keywords that are most searched for in your niche and use them wisely in your Web pages. You should also keep well abreast of new developments in the field.

Tip 3: Carefully research keywords

We’ve noted the danger of using too many keywords, but that does not mean you have to deliberately stop using them; on the contrary, keywords are still vital for SEO.

Compile a well-researched list of the most commonly searched for keywords and phrases in your niche by using tools such as Google’s Keyword Tool; once you’ve got them sorted out, scatter them strategically throughout your content, your headlines, and your sub-headers. Just make sure you don’t overdo it by using them to the point that text flow seems unnatural.

Tip 4: Stick to SEO-friendly URLs

You should also optimize all of your website’s pages at a basic level. Start by ensuring that every page of your website has a distinct and SEO-friendly URL that describes what the page is about in a few words. For example, if you have a page about cooking steak, instead of <www.myawesomesite.com/tips/item4?=45756>, convert your URL into something like <www.myawesomesite.com/tips/grilling-the-best-steak>. That is much more search engine friendly.

Tip 5: Use tags and meta descriptions

You should create concisely informative meta descriptions of all your Web pages with the keywords for that page appearing in the description; you’ll have 150-160 characters to fill. These meta descriptions are likely not use by Google any more for ranking, but they’re useful in attracting attention from human readers in the search results page, so use them anyway.

Also include title tags for every important page of your site. These need to fit within 70 characters and should offer very quick descriptions of the individual pages they represent with at least one or two page relevant keywords within them. Make these friendly to human readers, don’t just list keywords.

Tip 6: Don’t forget image attributes

You likely have content-relevant images on your website or blog; those images offer an excellent SEO boosting opportunity thanks to image search features on Google and other engines. However, search spiders can’t analyze images well if related text is not included—though they do consider the name of the image file (e.g., “cavalier-king-charles-puppy.jpg” is better than “sidebar-image.jpg”).

Therefore, you need to create brief HTML description tags for each image you post amid your website content. These tags should consist of a quick description of what the image is of or what it relates to in your content.

Tip 7: Build internal links

Internal link-building is an on-site SEO tactic that consists of creating a well-organized and thorough link structure among your own website’s pages. In other words, as many pages as possible should be connected to each other in a hierarchical or web-like connections of in-page, text-based hyperlinks.

Pay particular attention to creating connections between your main pages and your homepage; do so via menu objects or by placing the links right into your on-page content.

Another helpful internal link-building feature is a sitemap, which has the benefit of also helping search spiders index your site better and faster.

Tip 8: Build external links

External link building is a different animal: You need to encourage the creation of backlinks to your site from other websites; that is, links on other sites lead back to relevant content on your own website pages.

If you want to build external links successfully and without resorting to black hat tactics, you’re going to have to dedicate a lot of time to posting links to social sites, finding guest post opportunities that allow you to publish links back to your website, leaving plenty of informative guest comments on other websites in your niche, and syndicating your RSS feed (if you have one).

(Try to ensure that those links are not “nofollow.” Links with a nofollow attribute are ignored by search spiders as a valid backlink in the sense that your site doesn’t receive “credibility points” from the search engines. You can still get visitors as a result of those links, however, because people will click on them and end up on your site.)

The process of building backlinks is slow, but it eventually pays off to create some really good SEO.

Tip 9: Enable social media sharing

Enable as many social media sharing options on your website as you can. Install buttons for all the major social sites (Facebook, Twitter, LinkedIn) and others on every important page of your website. With these buttons, your readers can spread the word about the valuable and interesting content you have to offer; eventually that content can find its way to other websites and so lead to some quality backlinks.

Tip 10: Avoid using Flash and images as text

The search spiders that index websites read only text on websites and are, for the most part, incapable of analyzing Flash or image files. So, in general, stay away from both as content mediums. Do not use Flash-based site navigation tools and stay away from creating content text that is in image form.

In the case of Flash navigation, the search bot won’t be able to click through to index the pages the flash navigation links to, leaving parts of your website without indexing. In the case of image-based text, any useful information and keywords you put there will be invisible to the search engine.

Stick to site browsing code like jQuery or CSS and create purely text-based written content.

6 Comments | Hospital Marketing, Internet | Tagged: , , , , , , , , , , , , | Permalink
Posted by Jimmy Warren

Pitfalls and Uses of QR Codes in Healthcare Marketing

January 18, 2013

QR codes can be useful in healthcare marketing but only if used correctly.  Effective use is dependent on understanding the context and following some basic guidelines.

QR with HQR codes are the cool thing these days in marketing.   Some have said it’s the next big thing because it brings physical interaction into the digital space.  And you have begun to see them everywhere.  Some places which are very creative and ingenious and some, which are questionable or downright stupid.

Just two years ago, only 1% of U.S. adults used QR codes.  But according to research from Forrester Research  just a year later that number grew to 5%.  Then a Temkin Group study  recently found that now 24% of adults are using them.   So use is increasing.  But just how effective are they?

Dan Wilkerson, a social media project manager at Luna Metrics (lunermetrics.com) outlined on masable.com some of the problems with QR codes for marketers.  He listed 5 problem areas.

1. Worthless Content

QR codes are easy to create, inexpensive and trackable.  They also open up a world of possibilities for consumer interaction.  However from a consumer’s point of view, scanning a code is a little cumbersome and requires time and effort.  Worse still, 90% of the time the link is to a website not optimized for mobile.  This is frustrating.

2. Consumer Awareness

Many consumers don’t know what QR codes are. An ArchRival study (archrival.com) of college students found that over 75% didn’t know how to scan a QR code.    These are statistics that are hard to believe. What looks cool for marketers may not be understood by the consumer.

3. Value as a Medium

QR codes are not considered a medium itself.  More often than not, QR codes are used simply to link to a company website.  Is it worth the effort to take your phone, unlock it, boot the app, get the code in focus and scan it, assuming you already have an app.  Is it worth the effort just to go to a brand’s website?

4. Location, Location, Location

QR codes are showing up in the most unlikely places.  Seemingly everywhere, on everything.  And many in very questionable locations with little or no thought for context.

5. Aesthetics

Too many QR codes are ugly.  And they are often confused with codes used for industrial purposes.  Many think they are tracking barcodes instead of a marketing tool.

So there are limitations to QR codes.  That’s not to say they are useless.  They can be effective for healthcare marketer f used correctly.

Here are some basic guidelines to improve effectiveness.

1. Make it worthwhile to the consumer. 

Provide information that is useful and valuable to the consumer.

2. Include instructions with a recommended app spelling out how to use the code.

3. Make sure using the code doesn’t take more than 6-10 seconds.  Otherwise you will lose the consumer.

4. Walk through your QR code implementation in a real-world scenario to make sure it’s actually useable.

5. Make the code as attractive as possible and distinguish it from packaging barcodes. 

You can use Photoshop to round off the corners and sometimes remove portions of the code for better aesthetics.

QR codes are not just marketing gimmicks.  If they are used that way, they will not be effective.  But they can be very useful if they are the results of a defined marketing strategy and provide value to the consumer.

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Posted by Jimmy Warren

Marketing Your Hospital – Most Read from 2012

January 15, 2013

Most read blog entries for 2012148499165

A Hospital’s  Strong Brand is Strong Indeed

Hospital Marketing Strategy First, Social Media Marketing Second

Television and Internet Advertising: Effective When You Need to Reach Affluent Patients

How to Promote Your Hospital with Social Media

Advertise Your Hospital on Television or Not?

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Posted by Jimmy Warren

Healthcare Marketing: Traditional Marketing Dead?

January 14, 2013

Many pundits are declaring the demise and even death of traditional advertising.  They are premature.  They are wrong.

Traditional AdvertisingI just read an article by Bill Lee in the Harvard Business Review.  In the article he declared, “Traditional marketing – including advertising, public relations, branding and corporate communications – is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.”

Lee gives three pieces of evidence for the death of marketing.  First, buyers are no longer paying much attention. Several studies have confirmed that in the “buyer’s decision journey,” traditional marketing communications just aren’t relevant.

Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth.

Third, in today’s increasingly social media-infused environment, traditional marketing and sales not only doesn’t work so well, it doesn’t make sense. In fact, this last is a bit of a red herring, because traditional marketing isn’t really working anywhere.

There are others who have made similar predictions.  But I will say, it’s not true!  True, marketing is changing.  True, social media and relationship marketing is playing a more significant role in the marketing process.  And true, consumers have more control and more power.  But none of that means traditional marketing is dead.

I could go on and on and on with success stories of brands that are effective using traditional marketing.  Traditional marketing is still such a dominant and influential force in our culture.  Brands are being made and enhanced everyday using traditional marketing methods.

On a personal level, our agency does work every day using traditional marketing methods that render sales growth and increases in market share.

And traditional marketing works in healthcare.  Yes it’s changing.  Building authentic customer relationships is of supreme importance.  And healthcare marketers must always be open to change.  They must be willing to experiment with new strategies.  But it’s not time to abandon traditional strategies and tactics.  And for those who say marketing is dead, aren’t looking in the same places I am.

 

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Posted by Jimmy Warren

Healthcare Marketing: Biggest Challenge Keeping the Pace

September 17, 2012

The changing and fracturing of the media landscape is the biggest challenge and the greatest opportunity for marketers.

In a poll of marketers, 41% named the growth of marketing channels and devices as their biggest challenge.  Other challenges that top the list are customer collaboration and influence, financial constraints and ROI accountability.  These were findings of IBM in a survey of marketing professionals, The State of Marketing 2012.

The continued fracturing of the media landscape makes it increasingly difficult to reach consumers in large numbers.  Integration of marketing and information technology are now required over a multitude of channels.

The same report indicated that marketers are turning their attention to mobile.  Mobile is viewed as the next big opportunity as a larger share of the population own and is dependent on mobile phone devices.

Traditional media is not dead.  But marketing effectiveness in the future will include the integration of campaigns over across numerous channels  – especially mobile and social.

Healthcare marketers that I know share the same challenges and concerns indicated in the survey.  It is more difficult to reach a mass audience. And to truly have effective reach in the future there will have to be integration over both traditional and non-traditional mediums.  Social media will have to be included and mobile websites, applications, email and messaging will increasing become important.

There will continue to be great challenges for healthcare marketers.  But also great opportunities.

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Posted by Jimmy Warren

Healthcare Marketing: Key Influencers are Physicians

July 30, 2012

Guest Blog Post By Ian Orekondy, Director of Digital Media – UBM Medica

Patients Value Healthcare Professionals for Health Information More Than Any Other Source

After hospitals across the country ramped up their marketing efforts and increased their advertising targeted to patients, research shows that patients continue to cite their physicians as the most valued influence on their healthcare decisions.

So many forward-thinking hospitals are increasingly focusing on cultivating stronger relationships with physicians in their market areas in order to:

  • Ensure awareness of key hospital services
  • Grow referrals
  • Support physicians
  • Improve care and quality outcomes.

More Than Physician Relations

Some hospitals are hiring physician liaisons to meet with certain physicians, but many hospitals are going further and partnering with trusted medical journals and online publications to strengthen hospital-physician relationships.  They do this by delivering valuable content to physicians to help them manage and grow their medical practice. Additionally, as shown in several recent hospital marketing surveys, many hospital marketers are increasing their focus on digital marketing, and are now figuring out how to scale their physician-targeted digital marketing programs.

Wait, Are Physicians Really Online? Absolutely:

  • 81% of physicians now own a smartphone (mostly the iPhone) (Manhattan Research)
  • 62% of physicians own a tablet (mostly the iPad) (Manhattan Research)

They are using these devices throughout the day:

  • 78% of surveyed physicians access health-websites via mobile devices
  • And physician-targeted mobile apps help with diagnosis at the point of care.
  • Some hospital marketers are still surprised to learn physicians are now opening their emails more than ever, exchanging emails with patients, and perhaps most importantly for hospitals, they are opening emails from sources they trust to deliver them valuable clinical and practice management content.  Physician-targeted email open rates are now routinely in line with consumer/patient-targeted email campaigns.

So how can your hospital engage physicians online?

Valuable Content + Precise Targeting = Engaged Physicians

Focus on providing value:

  • Tools: Diagnostic or prediction tools can provide significant value for physicians. For example, Memorial Sloan Kettering in New York hosts “Prediction Tools” on the healthcare professional section of their website.  Oncologists and other physicians anywhere can use these tools to predict cancer outcomes or assess risk based on specific characteristics of a patient and of his or her disease.
  • Content:  Help them save time and money.  Physicians are struggling with the business side of medicine, so providing content that helps them manage their practice is a great way to build a stronger relationship with physicians.
  • Resources: Many hospitals provide physician directories, directions to give to patients, and CME opportunities – all online.

Demonstrate that you value physicians’ input:

  • Creating an online poll and distributing it online to all physicians in your market area is an easy way to engage physicians with your hospital, and gather valuable feedback at the same time.  Ask them about a potential policy change, what changes they’d like to see, or simply ask about their overall satisfaction with the referral process.  Doing this on a regular basis can pay large dividends.

Ensure that your physician-focused content gains the right physician audience.

  • Relying on search engines, YouTube and Facebook works very well when targeting patients, but these tactics lose their effectiveness when it comes to targeting physicians.
  • Find a partner (usually a company that already has built trusted relationships with physicians) that can reach and deploy your content to physicians in your market area.  Often, even if your hospital has its own physician email list, a good partner can de-duplicate your physician emails from their own list of engaged physicians, and deploy your content only to the physicians you don’t already reach.
  • These partners can syndicate your physician-focused videos, PDFs, polls and other resources, and they can often supplement your content or even help you with production.

To recap, physicians are still the most influential sources of information for patients, and they are now fully engaged online.  There are now many ways for hospitals to strengthen their relationships with physicians in ways that reflect their needs, save them time and money, and ultimately wins your hospital more business and improves outcomes for your patient population.

Is your hospital already focused on marketing to physicians? Or is your competitor?

Ian Orekondy is Director of Digital Media at UBM Medica, building custom marketing programs for hospitals and pharmaceutical brands. He also blogs at
http://searchandsocialmedia.com
, and you can connect with him on Twitter @iano1000. Use hashtag #hospitalmarketing.

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Posted by Jimmy Warren

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