March 6, 2010
With the increased penetration of smart phones, consumers are becoming more and more dependent on their cell phones for just about every form of communication. 
This presents opportunities for companies, hospitals and brands to market themselves to consumers.
Over 82% of Americans now own a cell phone. And 60% of those phones are less than a year old. The increase in smart phones is growing exponentially. And smart phones are equipped with more and more communication and information options. Soon the cellphone will be used for almost all forms of communication and information gathering – texting, emailing, internet search, GPS, electronic coupons, and more.
Consumers are connected to each other and the world via their cell phones. This creates opportunities for brands to market themselves to consumers via mobile marketing. One of the compelling advantages for mobile marketing is its omnipresence. Frank Powell recently discussed omnipresence as one of the advantages of mobile marketing in an article in Mobile Marketer. He cites that mobile phone users are within arm’s reach of their phone 90% of their waking hours. And much of this time is when other media are not available. Mobile phones are not location-centric but are person-centric. They are where the owner is.
Powell cites in his article two main reasons why mobile marketing can be so powerful
1. Customers can always be reached.
2. Customers can almost always be interrupted.
Although the invasive nature of cellphones cause heartburn for many people, it is a medium that cannot be ignored. Just as social media has begun to be included in hospital’s marketing plans, we must turn our eyes to mobile marketing and be ready to take advantage of the unlimited opportunities it will offer. Never before has there been a medium that is so ever-present with our customers and patients. And there has never been a medium upon which our customers and patients have been so dependent.
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Branding, Hospital Marketing, Internet, Social Media | Tagged: Jimmy Warren, Lori Moore, Mobile Marketer, mobile marketing, Mobile Marketing for Hospitals, Nancy Siniard, smart phones, smartphones | 
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Posted by Jimmy Warren
March 6, 2010
Recent studies indicate that online banner ads dramatically improve search results for both paid and organic search. 
Significant money is now being spent on internet display advertising. Many have questioned the effectiveness of such expenditures. However some recent studies have shown that online display ads are very effective and in ways that were unexpected.
A recent study by the Atlas Institute, “Where Can You Find Your Customer: The Intersection of Search and Display” indicate that internet visitors who are exposed to both search and display advertising convert at a 22% percent higher rate than by search alone.
Similar results were revealed in a study by Comscore, “The Silent Click: Building Brands Online”. Comscore found that internet visitors exposed to display ads spend surprisingly 55% more time on the site and viewed 51% more pages than those not exposed to online display ads.
Yes organic search is still better than display ads for search but when display ads are combined with organic search the results are significantly better than with either one alone. This means to maximize a brand’s effectiveness on the web, both search optimization for organic search and online display ads are essential?
Just like in traditional media, multiple exposures over different media or venues increase effectiveness. The same is true for the web. A combined, integrated, coordinated marketing approach will yield the maximum results.
Leave a Comment » | Hospital Marketing, Internet | Tagged: Atlas Institute, Building Brands Online, Comscore, Display Ads Online, effectiveness of banner ads, effectiveness of display ads online, hospital web search, hospital website, Jimmy Warren, Lori Moore, Nancy Siniard, Organic search | Permalink
Posted by Jimmy Warren
March 6, 2010
A recent study found that Facebook fan pages can increase store visits, dollars spent and customer loyalty. 
Facebook now has over 400 million accounts with 50 million of those created since last fall. We know people are on Facebook. And marketers are experimenting with ways to utilize it to their advantage. But is Facebook effective for marketing your business?
At least one study indicates that indeed it is. A recent study conducted by Rice University’s Jones Graduate School of Business indicates Facebook fan pages can be very effective in driving business. The study used a poplar Houston based bakery and café chain. The study initially included surveys of 689 customers. Then the café launched a Facebook fan page and invited customers to become a fan. The company updated the pages several times a week with product photos, contests, reviews, promotions and employee information.
Three months later the survey was conducted again with 1067 participants. The results found that Facebook fans increased their number of visits to the store by 36% and increased their percentage of dollars spent dining out with the café by 45%. The study also showed that Facebook fans were more likely to recommend the café to others. And the level of emotional attachment to the store for Facebook fans increased 14% and psychological loyalty to the brand increased 41%.
Although this is just one isolated study, it certainly indicates the potential value and usefulness of Facebook pages in building business and creating customer loyalty. The results are strong enough that they cannot be ignored.
Utpal M. Dholakia, associate professor of marketing, conducted the research and was quick to caution, saying, “We must be cautious in interpreting the study’s results. The fact that only about 5 percent of the firm’s 13,000 customers became Facebook fans within three months indicates that Facebook fan pages may work best as niche marketing programs targeted to customers who regularly use Facebook. Social-media marketing must be employed judiciously with other types of marketing programs.”
Facebook and social media are not marketing utopia but are becoming more significant in marketing effectiveness. The challenge for hospital marketers is to learn from research and success stories to discover how social networking can be used to increase business and increase consumer loyalty.
1 Comment | Hospital Marketing, Social Media | Tagged: effectiveness of facebook, effectiveness of facebook survey results, facebook increase loyalty, facebook increase revenue, hospital facebook fan page, Houston bakery and cafe chain, Jimmy Warren, Lori Moore, Nancy Siniard, Rice University Jones Graduate School of Business, Uptal Dholakia | Permalink
Posted by Jimmy Warren
February 26, 2010
How often should we post updates to our Facebook page? Are we 
posting too often and thus annoying fans? Are we not posting often enough and losing opportunities to develop a relationship?
There are no hard and fast rules but a variety of factors to use as guidelines.
Goals: The objectives of a page differ in the life of the page. In the beginning, the goal is to add fans. In order to attract fans, we must have relevant, engaging, and most importantly updated posts. Whether invited to become a fan of our page or if they stumble upon us through another venue (search, another social medium, etc) we must have current info/posts on the site to make them want to be our fan. If there are only 3 or 4 posts that are six months old, the page and the company will be seen as out of date. As a result, fewer consumers will become fans and there would be missed opportunities.
As the page and fan base building starts to mature, the goal continues to be to add new fans but more emphasis is on getting the ones we have to return and engage. So while the goal is a little different, the way to obtain it is the same – relevant, engaging and updated posts. Make the fans want to come back to see what we have posted, participate in a poll, contribute to the conversation, etc.
Changes in Facebook also affect how often to post updates. Recently, Facebook changed the way that posts (whether by an individual or a page) are displayed. Until very recently, the posts were cached and then displayed for 15 or so minutes. Now, the newsfeed is live, in real time. As posts are made, they are displayed. This means that while we have more opportunity for our posts to be seen by more people, we also have less time that they are displayed. So in order to be seen, we must post more often.
Facebook habits by consumers should be considered. Consumers use different media in different ways. Email, we stay logged in most of the time. Radio we listen in our cars or at the office for periods of time (which vary depending on commute). Facebook – we jump on and jump off. We don’t stay plugged in constantly. Heavy users log on daily (but still not constantly) and light users only several times monthly. To be seen, we have to be present when they log on to their Facebook account. The more posts, the more likely that we will have an audience. Unless someone is sitting there with Facebook open all of the time watching it, frequent posts are fine.
Lastly, if someone truly is annoyed by our posts, then they have several options including no longer being a fan, or just changing their own settings so that they don’t see our posts.
Leave a Comment » | Hospital Marketing, Social Media | Tagged: facebook page for hospital, hospital facebook page, How often to post to facebook, How often update facebook, Jimmy Warren, Lori Moore, Nancy Siniard, TotalCom Marketing | Permalink
Posted by Jimmy Warren
February 26, 2010
The American Red Cross has raised over $25 million with their “Text for Haiti Relief” effort. 
You may think texting is just for the kids. We see teens and young adults texting all the time. It is their primary mode of communication. But make no mistake about it, texting is a powerful force - even among adults. The Red Cross’s use of texting to contribute $10 to the Haitian Relief Fund has raised over $25 million thus far. At $10 per text, that translates into 2.4 million texts.
So texting is not just for the kids. The effort by the Red Cross effort proves that people in very different demos utilize test messaging. And it proves texting can be very useful for more than just social communication. In this case texting has even become a powerful force in fund-raising. About 20% of all the funds raised for Haiti relief by the Red Cross have come from texting “Haiti” to 90999 to make a $10 contribution.
Just a year or so ago, who would have thought that $25 million could be raised from texting? Texting is becoming more mainstream and is showing its usefulness in marketing.
This is a wake up call to healthcare marketers that text is emerging as a significant and powerful tool. Just when we decide to dip our toes in social media like Facebook and Twitter, along comes texting. The Red Cross demonstrates the impact and power smart phones and texting are becoming. It can no longer be ignored.
We are just on the front end of the learning curve of what cellphones and smart phones can do. Marketers must pay attention, learn and explore creative uses for texting. $25 million dollars is a lot of money, especially in increments of $10. A whole new adventure is in front of us. There will be countless possibilities and opportunities to effectively use text messaging to achieve useful and worthwhile objectives. What power we hold in our hands!
Leave a Comment » | Hospital Marketing, Internet, Social Media, Uncategorized | Tagged: Fundraising with Text Messages, healthcare marketing, Hospital Marketing, Jimmy Warren, Lori Moore, mobile marketing, Nancy Siniard, Text Message Marketing, TotalCom Marketing | Permalink
Posted by Jimmy Warren
February 24, 2010
The changes that have occurred during the past 10 years are amazing! The 2000’s have been a remarkable decade for consumers. And the marketing implications are enormous. 
Josh Bernoff of Advertising Age recently wrote an article listing some of the dramatic changes that have occurred since the start of 2000.. It’s interesting to look at the changes he cites and consider the marketing implications of those changes.
In 2001 Bill Gates, referred to the decade as “The Digital Decade”. What a prophet he has proven to be. To prove that he was right, consider some of the numbers:
- When the decade began, there were 2.6 million broadband households in the U.S. – one in 40 homes. Now there are 80 million – two thirds of the population.
- In 2000, there were no DVRs. Today they are in 31 million and 51 million HDTVs.
- There are now 270 million mobile phone subscriptions in the U.S. – out of 307 million adults. In 2000 there were practically no smartphones.
- Portable digital music players now reach 76% of all households. In 2000 the iPod had not been introduced.
- There are now over 350,000,000 active Facebook users. There were none in 2000.
- Google just celebrated its 10th anniversary. Ten years ago, Google wasn’t a noun or a verb.
- Spending on digital marketing has grown from $6.2 billion in 1999 to $25.6 billion or 12% of all marketing expenditures.
- In 2009, consumers spent 34% of their media time online.
To look back at these numbers, it is truly amazing how things have changed. And the next decade will bring other remarkable changes. All of this has certainly changed the nature of marketing. These numbers can’t be ignored. The consumer is very different today than he/she was just 10 years ago. Our marketing strategies, patient service models and communication methods must change to reflect this very different marketplace.
The consumer has more control. The consumer is more active in the marketing process. The consumer is more demanding. Expectations are higher. And the liabilities from not being responsive to the consumer are much greater.
Today is indeed a different world and a different marketplace than it was 10 years ago. We look back at the last decade and realize how dramatically things have changed. And that’s why healthcare marketers must be different and must do things differently.
All the changes create great and exciting opportunities. There is a lot to learn, a lot to explore and a lot to do. Out task is harder in many ways, but the opportunities are greater too. What a decade it’s been! And just as we consider the changes of the 2000s, the next ten years will be yet another decade of change and challenge and excitement.
Leave a Comment » | Hospital Advertising, Hospital Marketing, Uncategorized | Tagged: Ad Age, Advertising Age, Bill Gates, changes in healthcare marketing, changes in hospital marketing, decade of change for consumer, decade of change in marketing, Jimmy Warren, Josh Bernoff, Lori Moore, market differently, marketplace 10 years ago, marketplace now, Nancy Siniard, TotalCom Marketing | Permalink
Posted by Jimmy Warren
January 12, 2010
Cost should not be the primary factor in making decisions about resources to employ for your brand. Quality, ability and experience are much more important.
We are in a recession. There are pressures on budgets. The edict from the C-Suites is to cut costs and save money. The pressure is to get more with less. That has forced many marketers to look for bargains. The criteria for making decisions has become cost. And the result could be a weaker brand and loss of brand equity.
Too often decisions are being made based on cost. Bid services out to get the best price. Decide to go with lesser talent because it’s cheaper. Take shortcuts. Go with lower quality. All of these are shortsighted. They consider only the short-term.
Great advertising requires great talent. Great creative minds create great brands. Creativity, talent and experience are the keys to successful work. And those qualities do not come cheaply. Sure you can buy talent for less. Sure you can save money, but is it going to take your brand where it needs to go? Will it maintain the brand perception and brand quality at necessary levels?
Creativity is not a commodity. It is not something to be bought based on price. All creativity is not equal and cannot be judged on cost alone.
As a marketer, your brand is your most precious possession. It deserves the best. It deserves outstanding creative, top-level talent and quality experience. If you purchase inferior talent as a way to save money but it weakens and tarnishes the brand, what is the real cost?
In these tough times many are putting their brand in peril by basing decisions on price without regard to how it will affect the brand. It can certainly save you money but it could also cause you to weaken or worse – lose your brand position.
Leave a Comment » | Branding, Hospital Advertising, Hospital Marketing | Tagged: cutting advertising cost, Hospital Advertising, hospital branding, Jimmy Warren, Lori Moore, marketing in a recession, Nancy Siniard | Permalink
Posted by Jimmy Warren
January 12, 2010
The best technological innovations of this decade in marketing and media involve the internet and social media. But they have not been fully embraced by healthcare marketers.
Adage recently published its “Book of Tens” which is a group of lists citing the best things of the decade. In the category of Best Tech Innovations in Media and Marketing, the majority of the items are some aspect of new media. Included in the list of the top ten are broadband penetration, search marketing, social media, iPhone, Twitter, Flash and open APIs. That’s 7 out of the ten!
Obviously, technology is changing the way marketing is done. It is changing the marketing landscape. It is requiring new strategies, new methods, and new tactics. It requires a new perspective. It engages consumers in ways never before imagined
But the fact is we healthcare marketers are hesitant or slow adopting these new technologies. There are many reasons for this. Some legitimate and some not so legitimate. Healthcare marketing is rarely if ever on the cutting age. And due to the nature of healthcare, it probably shouldn’t be out front. But it shouldn’t be pulling up the rear either.
The die is cast. Technology will not be reversed. Social engagement as a function of marketing will not change. Healthcare marketers must embrace new technologies and use them to promote and enhance their brand. Are we being responsive and even responsible marketers if we fail to utilize the best new technologies of the decade? In the least, healthcare marketers need to begin to explore and learn and experiment how these new technologies can be used effectively.
Who knows what technologies will appear in the new decade? As we enter a new one, lets make sure we take advantage of the best technologies of the last decade.
5 Comments | Hospital Advertising, Hospital Marketing, Internet, Social Media | Tagged: Ad Age, adopting new technology for marketing, Best Tech in Media and Marketing, Book of Tens, hospital marketing technology, Irresponsible marketing | Permalink
Posted by Jimmy Warren
January 12, 2010
The future demands that marketing become more personal with a stronger emphasis on customer relations.
For years marketing has been about pushing, promoting products and services and brands. It’s been about marketers controlling the conversation and the media to communicate its desired message. But that has changed. Changed dramatically. As we enter a new decade, the emphasis of marketing is entirely different.
Now marketing is about being personal. It’s more one-on-one marketing. And it’s about managing customer relationships. Consumers now have a much greater role in controlling the marketplace. Consumers determine what messages they receive, when they receive them and how they receive them. It’s no longer about flooding the airwaves with the message marketers want the consumers to hear and see. It’s now more about relationships and interaction. It’s about making connections, nurturing and growing those relationships to build long-term loyalty.
Fundamentally, marketing is about building brands and establishing brand value. In the not too distant past, branding took a back seat to promotion and price. That was shortsighted and diminished some brands to nothing more than the latest promotion and price comparison. Fortunately, we have learned our lessons and now know that branding, brand perception and brand relationships are extremely important.
This is certainly true with healthcare and hospital marketing. In the past, healthcare marketers could just advertise or promote a new product or service and expect the local constituents to be loyal. But like most other industries, in healthcare there is increased competition, new pressures to grow market share while consumers want more control and expect a higher level of attention and customer service.
Healthcare marketers can no longer take customers for granted. Strong customer relations, customer-focused relationships, and meaningful interactions are now vitally important. To build a healthy brand, marketers must have keen consumer insights, effectively interact with consumers and be consistently accountable. The new decade presents new challenges, a new way of doing marketing. But with those challenges come great opportunities. There will be great rewards to those who understand the new marketplace and who reshape their brand to meaningfully and personally interact with consumers in new and expanding venues.
Leave a Comment » | Branding, Hospital Advertising, Hospital Marketing | Tagged: Branding, customer relations, future of marketing, Hospital Marketing, Jimmy Warren, Lori Moore, marketing conversation, Nancy Siniard | Permalink
Posted by Jimmy Warren
January 11, 2010
Over half of national retail advertisers embraced social media as part of their media mix for the 2009 holidays.
Just two years ago, only 4% of national retail advertisers utilized social media in their marketing strategies. But in 2009 more than half embraced social media. According to a survey by BDO Seidman, of those retailers using social media, 76% are focusing on Facebook, 50% on Twitter, 14% on MySpace and 14% on YouTube.
Natalie Zmuda and Kunur Patel wrote in the December 7th issue of Advertising Age that Facebook was the second most visited site in the US on Black Friday. And on that day “4.3% of Facebook users and 2.3% Twitter users visited the website of a top 500 retailer immediately after perusing the social-network site.”
Some of the retailers Zmuda and Patel cited as successfully using social network sites were Best Buy, ebay, JC Penney, Toy ‘R ‘Us and Wal-Mart. These retailers used a combination of giveaways, support for traditional advertising, customer service, charitable donations and promotion of online specials. Amazon, Abercrombie and Fitch, Kohl’s, Old Navy and Target were listed as retailers who did not do such a great job utilizing social media. Their various sins were lack of coordination with traditional media, lack of holiday specials, unanswered consumer complaints and unchecked pages.
This gives a microcosm of how extensive social media is used both successfully and poorly by retailers. Lessons are abundant for healthcare marketers:
- Social media is a viable option and should be included in a hospital’s marketing strategy. As can be seen by the dramatic growth in the use of social media, retailers are way ahead in recognizing the value and importance of social networking.
- When done right, social media can be very effective. It can create and enhance relationships with consumers. It can create an ongoing conversation with consumers.
- When done poorly, social media can damage a brand. When a brand isn’t active and engaged and doesn’t respond to consumer comments it sends a message that it’s not consumer-focused.
Social media is growing. Brands are recognizing the value and benefits of engaging in social media. Hospital marketers can learn valuable lessons. Retailers have taught us that indeed the holidays are very social.
2 Comments | Hospital Marketing, Social Media | Tagged: Abercrombie and Fitch, Ad Age, Advertising Age, Amazon.com, bbdo, Best Buy, Black Friday, eBay, effective social media for hospitals, Facebook, JC Penney, Jimmy Warren, Kohl's, Kunur Patel, Lori Moore, myspace, nancy sinirad, Natalie Zmuda, Old Navy, retailers using social media, Target, Toys R Us, Twitter, WalMart, YouTube | Permalink
Posted by Jimmy Warren
This presents opportunities for companies, hospitals and brands to market themselves to consumers.
