Healthcare Digital Marketing

Maximize Digital Marketing Goals with LinkedIn Strategy

maximize digital marketing goals with linkedin strategy. Use linkedin for healthcare marketing

LinkedIn launched in 2003, the same year as MySpace (remember that one). Since then, it has remained committed to being a platform for engaging professionals in actions relevant to their business goals.

Initially viewed more as an online CV forum for networking, the social media site has evolved. For healthcare marketing, LinkedIn can be a valuable platform for:

  1. Recruitment
  2. Building brand and thought leadership
  3. Communicating information

However, having LinkedIn pages for your hospital, the CEO or other C-suite executives does not mean that it’s part of your marketing strategy.

“‘Build it, and they will come’ only works in the movies. Social media is a ‘Build it, nurture it, engage them and they may come and stay.’” — Seth Godin, author, public speaker, entrepreneur.

In order to get the most of out LinkedIn, execute it as part of your digital strategy. Update, publish and review analytics—just as you do for all digital tactics. 

If you haven’t checked out your LinkedIn business or personal page lately, now is a good time to do so. It includes a portfolio of marketing solutions, as well as free courses and certifications, including step-by-step guidelines to running ad campaigns and developing marketing strategy.

One of the newest features is the organic Articles for Pages, which allows for long-form articles. However, it is not intended for promoting brands as much as extending the brand by engaging in conversation on timely and trending news topics.

Recruit With Purpose

After more than a year of sheltering in place and working remotely, employees are ready for something new. Microsoft Work Trend  reveals that 41 percent of workers are considering leaving their positions in what is being called the “Great Resignation.”

As you know, healthcare recruitment involves more than posting “We’re hiring.” Job seekers now prioritize passion and purpose over competitive salaries, flexible hours and 401k benefits. They want to love what they’re doing.

For successful recruitment campaigns, LinkedIn suggests showcasing company culture; community involvement; and celebrating employees and giving them a platform to tell their stories. Consider your brand reputation—customers or prospective employees don’t want to do business with companies that treat employees badly.

Build Brand and Thought Leadership

Having a platform to discuss industry trends, share reports or research and present new perspectives on timely topics present your leaders—CEOs, medical directors, physicians and nurses—as resources for credible healthcare information.

Humanize articles even if subjects are scientific. As with all social media content, keep it conversational. Remember, you’re talking with the audience, not at them.

Monitor analytics to know your connections, what topics they’re talking about and start conversations with them. Remember that other brand leaders are also coming here to make business decisions.

Inform Your Audience

Longer form content allows you to connect with audiences in a more personal and authentic way, while being informational.

Let your audience know what’s going on within your organization by sharing such information as:

  • Company announcements
  • Awards
  • Program updates
  • New service line launches
  • Community education
  • Employee stories

Follow LinkedIn Best Practices

The more active you are and the more frequently you update profiles, the more frequently your information shows up in newsfeeds and notifications of your followers.

Here are a few basic practices for maximizing success on the social network:

  • Be Visible. Set accounts to “Public” in the settings and privacy section. You want as many followers and connections as possible on LinkedIn.
  • Be Professional. This is a forum for business professionals, so use professional headshots with neutral backgrounds for profile images.
  • Upload Background Photos. Since the profile page serves as an online business card, upload a background image that relates to your experience or business. It could even be a graphic with your name and title or your business logo.
  • Include Relevant Experience. For individuals, include work experience and highlight career accomplishments and successes that relate to connections you want to make and the field in which you want to be a thought leader.
  • Summarize Yourself. Create a brief, personal summary that highlights your skills and expertise. This becomes your elevator pitch.
  • Seek Recommendations. Third-party endorsements lend credibility to your profile. Whenever you complete a successful project or receive an award, ask for a recommendation.

As the leading community for professionals to engage with each other and influence business decisions, a solid LinkedIn strategy can maximize digital marketing goals.

5 Digital Connections for Hospitals

Over the past year, we’ve learned that to reach our audiences, we need to connect with them digitally 24/7–365. Making digital connections for hospitals, however, requires constant learning mode, as the digital landscape changes from one day to the next.

Two people reaching out and connecting through digital means

In this new digital norm, consumers get information, products and services when, where and how they want. It requires flexible and agile marketing tactics to reach your audience and generate demand.

For instance, TikTok might not have connected with your audience a year ago. But with video growing exponentially during a year of remote work and quarantines, it’s no longer just a platform for pre-teens. A number of major brands now integrate TikTok into their digital marketing strategy.

To maximize customer reach, digital strategies should include all the PESO media areas—paid, earned, shared and owned. Our past advice has looked at the digital ad spend. But first, consider these 5 digital connections to reach your audience:

1. Digital Connections for Hospitals Should Include Video

Recent reports predict that the average person will spend 100 minutes each day watching online videos in 2021. So, we know where audiences are part of the day.

Whether it’s Facebook, Instagram, YouTube or the website, include video in the marketing strategy. Today’s video collection can be less “produced” than previous broadcast video. But to capture quality video that boosts the brand:

  • Invest in a good digital camera for still and video
  • Invest in a tripod, basic lighting equipment and a neutral backdrop
  • Always outline or script content
  • Keep content concise and simple

Digital connections for hospitals utilizing video should be kept short. Humans have an average attention span of eight seconds—one second less than a goldfish! As a rule of thumb, limit social media videos to less than two minutes and about 45 seconds for Twitter and TikTok. To increase audience retention, add a “subscribe” CTA to the end of YouTube videos

2. Make Strong Social Connections

When you think you’ve identified the best social media channel for your audience, it will probably change. There are new algorithms, new features from the big three—Facebook, Instagram and Twitter—and shifts in audience preferences to consider.

Despite changes, the key to solid strategy remains quality content. In 2021, your audience wants engaging, transparent and empathetic content. Nearly 4 million people worldwide are active on social media. Besides keeping up with family and friends, they’re also looking for trusted sources of health and wellness information.

Not all social media channels yield great results for the brand. For example, the trending new Clubhouse invitation-only, audio-only app causes concern for HIPAA compliance. But set up profiles and test new options for digital connections with your hospital’s audience such as:

  • Short inspirational videos on Instagram Reels and Stories
  • Facebook Live educational Q&As with doctors and nurses
  • LinkedIn content positioning CEOs as thought leaders
  • Pinterest boards with recipes, fitness plans and wellness information

3. Optimize to Reach Your Audience

SEO is crucial for connecting with digital users. Increasing organic search rankings—primarily with Google—is ongoing and long term.

Reaching the audience requires knowing the topics they’re searching and how to best serve content that answers their questions. Anyone crafting content has to also be a SEO expert. Otherwise, the content doesn’t reach the intended audience.

Consumers want informative rich content from healthcare providers that helps them stay healthy. Also, remember to optimize your Google My Business listing as local SEO is increasingly important to reach people searching “Near Me.”

Numerous SEO platforms offer useful tips and even free training for content creators. Search “SEO platforms” to find these options.

4. Blogs and Podcasts Can be Effective Digital Connections for Hospitals

Considering you’re reading this blog, it seems to be a good digital channel for reaching our audience. However, blog popularity declined worldwide over the past few years while the popularity of podcasts rose.

It isn’t an either/or option. Both blogs and podcasts can be effective digital connections for hospitals, drive traffic and elevate the brand. However, blog content requires more than just good writing skills and subject knowledge. As mentioned above, it also requires SEO to rise in search results.

Many healthcare marketers choose both channels to reach audiences. Both are particularly effective for humanizing communication and sharing trustworthy healthcare information. Both also offer opportunities to engage providers in content.

5. AI Connects to the Future of Healthcare

With a growing demand for artificial intelligence (AI) in healthcare, 90% of hospital executives report in a recent survey to having an AI strategy in place. Consumers drive that demand by turning more frequently to AI for healthcare needs—from wearing digital health monitors to asking Siri about vaccine side effects.

Whether it’s a new chatbot on the website or an automated diagnostic tool, let audiences know what AI innovations are available to enhance their patient experience.

Also, consistently update information across all digital platforms. Accurate information is critical for voice-activated AI assistants when someone asks “Siri” or “Alexa.”

While digital media may add more hours to healthcare marketers’ days, it keeps us better connected to our audiences and able to respond quickly to their needs.

Media Mix 2020, Part 3: The Latest in Digital Advertising

Should television ads, direct mail, and digital display ads be in your healthcare marketing budget? Marketing Your Hospital explored where hospital marketers should spend their marketing dollars in 2020. We’re sharing what we found in this three-part series. In this third installment, we take a closer look at the latest trends in digital advertising. And be sure to check out Part 1: Is TV advertising dead? and Part 2: Should You Invest in Direct Mail?

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The Healthcare Marketer’s Guide to Image SEO

Keywords, semantic search, meta descriptions. Over the years, you’ve become accustomed to writing for your hospital’s website with SEO in mind. But if you’re not optimizing your images, then you’re leaving rankable assets on the table. The good news is image SEO is fairly simple. Here’s what you need to know.

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How Tech-Savvy Are Seniors?

We’ve all made at least a few jokes about seniors and technology. We ask children to help grandpa find Netflix on the TV. And we laugh when grandma signs her texts “Love, Nana” like we don’t know they’re from her.

These endearing examples give the impression that older adults aren’t technology savvy. And because adults 65 and older make up a large segment of healthcare’s target market, you feel the need to rely heavily on other mediums. But baby boomers and above are using technology—at the highest rates we’ve ever seen. Here, we take a closer look at the statistics of tech use among seniors.

Senior man reading online news on smartphone outdoors.
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Adjusting Your SEO Strategy for Semantic Search

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Hospital marketers have been conditioned to think in keywords since SEO became a buzzword in the late ’90s. But it’s time to go back to thinking—and writing—like a human. That’s because, today, semantic search reigns supreme.

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6 Tips for Improving Your Local SEO

Yes, it would be incredible to rank on the first page of Google for “total knee replacement.” But chances are, that’s not going to happen unless you work for Mayo Clinic. (Or Johns Hopkins, as it turns out.) And that’s OK. Because what you really should be focusing on as a community, local or regional hospital is improving your local SEO.

local search marketing vector illustration design concept
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female businesswoman talking with senior doctor in hospital - creating better hospital marketing strategies

Grow Your Patient Base With These 3 Hospital Marketing Strategies

Every hospital and health system wants to grow its patient base. That is the job of hospital marketing: to increase brand awareness and build positive relationships between the hospital and potential patients.

There are a lot of methods that hospitals currently use to market themselves. From buying billboards to airing TV commercials, creating a Facebook page, and even sending out direct mail, marketing strategies can work together to create a total-package approach that targets a patient from multiple angles. (more…)

telemedicine conference call with doctor - hospital marketing trends

The 3 Hospital Marketing Trends You Need to Know

Hospital marketing is competitive. Only in rural areas do you have only one hospital provider, and even those systems have to compete with private practice. So, in all markets, hospital marketing is essential – and yet it can be difficult to differentiate.

By understanding the latest trends, you can outperform your competition that may not be following those same trends. There is a lot going on in the marketing industry now that is exciting and effective – and your hospital needs to take notice.

Live Video Is Becoming King

Video has long been a major player in marketing. Video creates more engagement than any other format and creates positive associations between a brand and viewers.

The latest trend in video comes in the form of live, real-time, streaming video. Whether you see it on Facebook, YouTube, or an individual website, live video is dominating because it generates a lot of engagement.

Hospitals can take advantage by streaming health-related content, which is enormously popular. Just look at the fact that WebMD is the 129th most popular website in the country. Video can be better at communicating information because it naturally captivates people and catches – and holds – their interest better than text alone.

Consider the health experts you have at your disposal. Find personable, relatable, camera-friendly personnel to go live and present the latest findings and tips in medicine to help your target audience.

Telemedicine Is Becoming More Popular

For years, hospitals shrank away from telemedicine because it was expensive and limited. Now, those barriers have fallen away, and telemedicine has become more accessible to hospitals – and more in demand from patients.

If you can create a telemedicine service, that gives you a huge advantage from a marketing standpoint. There is also a natural synergy between telemedicine and digital marketing. People who are prospects for one are natural users of the other. Put another way, if someone can be reached effectively through Facebook, Instagram, or mobile search, they are more likely to enjoy the benefits of telemedicine.

We encourage you to at least consider and evaluate telemedicine as a service option, not just for better patient satisfaction, but for more effective marketing options.

Location-Based Marketing Is More Important than Ever Before

Hospitals depend on geography for their patients. Patients tend to go to the closest hospital. That is not just dependent upon where they live, but where they are at that moment.

Location-based marketing, through geofencing, can deliver the right message at the right time to the right place. If someone is in a particular area, you can target them with your message and ads through their mobile device while they are on the move. You can also target them through other methods if they are in a home or office within your service area.

You can even target specific neighborhoods if you want to increase the number of patients you see from that neighborhood. A rigorous analytics approach at your hospital can tell you where your patients live – and where they don’t live. The same goes for where they work. You can then use geofencing to market accordingly.

What are some ways you can use these trends in a creative manner to get better results?

TotalCom is a full-service hospital marketing and advertising agency that believes in getting great results from telling great stories. Contact us for more information and see what stories we can tell for you.

digital healthcare marketing resolutions

Digital Healthcare Marketing Resolutions for 2018

We’re at the beginning of a new year.

Now is the perfect time to take a step back, analyze the what you did over the past 12 months, and build a strong plan for 2018.

This may seem like a daunting task. That’s why you should start planning now. We’re giving you a checklist of the most important things you should do in the coming weeks.

  • Ensure business listings are accurate

If you’re not already on top of this, potential customers may end up someplace other than your healthcare facility. Don’t let old phone numbers or former street addresses drive your customers to the wrong hospital or clinic. Fix whatever data errors you can this year, and make a New Year’s Resolution to keep an eye on it during 2018.

  • Add special hours to Google My Business

With the end of one year and beginning of a new one, hours can change. Maybe your clinic is changing hours in the new year. Either way, add your new or extended hours to your Google My Business page. No customer wants to show up at your clinic and find you are closed for the day when Google says differently. Negative brand impressions lead to negative reviews of your healthcare business, so check these hours twice.

  • Social media ready to go

Whether it’s Facebook, Twitter, Snapchat, or Pinterest that your customers rely on most, start brainstorming ideas for healthcare content in the new year. Don’t leave it to last-minute scrambles to think of something to say. Make a spreadsheet and schedule days and content for your posts.

  • Website pages updated

Been putting off updating your site’s blog or adding that new employee to the site? Get on it now to ensure everything is crossed of your list when January rolls around. Customers like a completed, up-to-date site, and you will too.

While many people are cherishing this time of year and in the jolliest of moods, there will still be unhappy reviews coming in. Be prepared for reviews, both good and bad, in 2018. Come up with a strategic plan on how to handle and respond reviews about your facility in a timely manner. Make sure everyone in your company who handles reviews is well versed in the plan as well.

The start of a new year is a great time to get started on these healthcare marketing resolutions. But get ahead of your digital resolutions now so they don’t get pushed aside until 2019. If this list seems too daunting to handle on your own, let TotalCom help! Contact us today.