Healthcare Digital Marketing

Tweak Paid Social Strategy to Improve Performance

With the multitude of social channels and options, continually fine-tuning your paid content strategy increases the chances of reaching target audiences. Effectively adjusting the strategy requires constant analysis of audience segments—what they’re reading, viewing and sharing—and tracking performance.

Everyone complains about not seeing posts from their friends, while having to scroll through one sponsored post after another. SurveyMonkey reports that 74% of respondents to a recent survey say they’re tired of social media ads.

However, paid content and social ads aren’t going away. The best way to make it work for your hospital is to post, boost or sponsor relevant content that followers want, answers their questions and prompts them to learn more. They don’t want feel-good brand messaging. They want to know symptoms of the latest Covid variant, how to reduce their stress, warning signs of stroke—messages important to their health.

When tweaking your paid social content strategy, keep these five points in mind:

1. Social media is where audiences spend their time.

Facebook and Instagram users log in more than six times each day. While users say they don’t like sponsored content and ads, they still engage with it. As many as 51% of Facebook users admit to having clicked on an ad with nearly half having bought something after seeing the ad.

2. Use social media statistics to inform your ads strategy.

Despite slower growth for some platforms, social media is still growing. Some five billion people across the world use social media, and the US emerges as the world’s largest social media advertising market. Ad spending is projected at nearly $270 billion in 2023, with social video advertising expected to reach nearly $80 billion in 2024.

However, keep in mind that user trust in all social media platforms declined in 2022 with Instagram experiencing the biggest digital trust drop. The verdict is still out on Twitter.

3. Know where audiences spend their time.

Before adjusting paid social strategy, identify your target audiences and where they spend their time. Here are some recent stats from the major channels.

Instagram: Fourth most popular social media platform; #1 downloaded app; 61% of advertising audience age 18-24—ideal for reaching Gen Zs and Millennials; advertising audience skews slightly more male at 52.4%.

Facebook: Nearly 3 billion monthly active users; ads reach more than 62% of all Americans ages 13+; almost 49% of users between age 25-44; Facebook Stories ad audience reach more than double the Reels audience.

Twitter: Despite the turmoil,still had nearly 64 billion monthly visits as of October 2022; more than 74% of ad audience identifies as male—viable channel to reach male audiences about prostate cancer screenings or other male-specific health messages.

LinkedIn: 900 million members worldwide; top platform for career-oriented professionals; ideal channel for recruiting staff, with potential ad reach accounting for nearly 17% of total internet users.

YouTube: Topvideo-sharing site with potential reach of 2.5 billion users; 36% of users age 18–34 years old, 29% over 45; ad audience skews 54.3% male; almost 60% of viewers say YouTube ads are more relevant to their interests than those on television or streaming services.

TikTok: Potential ad reach of almost 110 million users in the US; active users view channel an average of 1.5 hours daily; 37% of ad audience female age 18–34 and 33% male in same age category. Two out of three shoppers on the platform say they are inspired to buy something even when they’re not actively shopping.

4. Keep content conversational.

Whether organic or sponsored, you gain the most leverage with audiences by delivering well-crafted content. Make sure the words, graphics or video resonate with users on the specific platforms. The message you craft for Facebook, with an older audience, differs from one to post on Instagram. All content across all platforms should be conversational. You leverage brand recognition with a broader audience by engaging with them through authentic content.

5. Improve performance by improving your ads.

For paid social to resonate with target audiences, take the user experience into account. Carefully critique the ads or sponsored content for frequency of placement, relevancy and diversity. More than half of social media users say that diversity in ads matter. Reflect your audiences in what you’re selling.

Remember the trust factor and deliver honest, accurate claims. Don’t overstate or inflate. Keep messages consistent with users’ experiences with your facility. 

By effectively adjusting social ad strategy and carefully tracking performance, you can reach a broader audience and target messages to what they want and expect from your healthcare brand.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

Data Drives Healthcare Marketing Efforts

Healthcare Marketing—It’s All About the Data

When developing marketing strategies, healthcare organizations typically use data-driven approaches that leverage quantitative and qualitative research and reports to gain insights into the market, along with patients’ needs, preferences and experiences.

Along with internal snapshots gained from patient surveys, reviews or focus groups, also consider external data from healthcare industry reports, competitor analyses and consumer trends. This information helps you predict changes in the landscape. If one thing remains constant in healthcare marketing, it’s change.

Gaining a deeper understanding of what’s going on beyond the immediate healthcare industry is beneficial to developing targeted campaigns that resonate with patients, other stakeholders, internal audiences and the community.

What journalists think.

Among the stakeholder groups vital to marketing success are the media—what they think, how they’re responding to their changing industry and healthcare coverage.

A State of Journalism 2023 survey of more than 2,200 journalists—mostly US based—reveals what drives journalists’ decisions. Among major findings that can impact your earned media strategy are:

  • Most respondents primarily work online with about half also working in print; print-only journalists make up 6% of those surveyed, and TV- and radio-only drop lower;
    • The number of journalists likely to respond to a pitch is up slightly from 2022 but still only 29%; they don’t respond to pitches because of irrelevant topics, lack of personalization and timing;
    • Most journalists receive up to five pitches a day and some more than 250 a week depending on the market;
    • Shareable stories influence coverage with 66% saying they actively track the number of times their stories are shared on social media; what makes stories shareable—trending topics, pitches with images or infographics, exclusivity (76%), and localized topics relevant to target audiences;
    • Journalists responding to a pitch depends on how you pitch—92% want to be pitched one-on-one by email; 21% prefer to be pitched on Monday, and 55% don’t have a day-of-the-week preference; 61% want to be pitched before noon; 88% prefer pitches of 300 words or less; 45% says one follow up 3–7 days later is ideal;
    • While half of the journalists admit they’ve considered leaving Twitter, 90% use the platform to follow news, 78% to promote their own work and 69% to find sources;
    • Only 25% of responding journalists cover healthcare; 10% wellness and fitness;
    • Millennials (57%) are the media’s top target audience, followed by Gen X (52%), Boomers (43%) and Gen Z (41%).

What CEOs think.

A Communications Benchmark Executive Summary 2023 shows despite some progress since post-2020, gaps still exist between the C-Suite and communications teams.

The poll of some 1,000 communications leaders suggests that C-suite executives now task communications teams with more than branding, creative, content strategy and public relations. Marketing teams often oversee diversity, equity and inclusion (DE&I) and environmental, social and governance (ESG) initiatives. This new area of responsibility also has a new descriptor—”mixternal” communications.

Major findings from the poll include:

  • CEOs increasingly focus more on measurement and expect comms teams to create and deliver uncomplicated, accurate and persuasive messaging;
  • Trust gaps between executive perceptions and employee and consumer perceptions are significant—87% of execs think consumers “highly trust their companies” compared to 30% of consumers who do, and 84% think their employees “highly trust their companies” while only 69% of employees say they do;
  • Many C-suites now want marketing and communications initiatives to include recruitment, retention and employee wellness; they understand the need to recruit and retain talented communicators and marketing professionals with the skill set to recruit and retain employees to other departments;
  • Communications teams again find themselves bridging the gap between C-suite and employee perceptions—54% of leadership and only 39% of employees say diversity is a priority for the organization; 56% of employees think executives care about their well-being, while 91% of the C-suite say employees would say well-being is priority.

What marketing communications teams think.

In 2020, the word “pivot” drove healthcare marketing strategies. COVID-19 may no longer be officially designated as a pandemic, but “pivoting” continues.

A recent survey reveals some of the top challenges expected by marketers in 2023:

  • Generating traffic and leads—Changes to privacy and cookie tracking have sent marketing teams, particularly in healthcare, scrambling for alternate ways to generate leads. The plethora of content channels and changing trends as well as fickle consumer preferences add more hurdles to producing measurable metrics.
  • Hiring top talent—The Great Resignation and remote work prompt concerns for hiring, retaining and training marketing teams. Being skilled writers or creative designers are no longer the most desired skills for marketers. According to a LinkedIn report, they also need technology, business management, research and analytical skills. As it turns out, comms professionals do need to know math!
  • Marketing plan pivots—Actually planning to pivot is considered the top challenge to 17% of survey respondents. One lesson that 2020 taught is to plan for the unexpected. Otherwise, performance metrics, budgets and market preference are at risk. When developing campaign strategy, always keep another option on the table.
  • Securing budgets—The ask from marketing departments for more budgets, more staff and more pay now expands to requests for technology upgrades, professional development and ongoing training. Healthcare marketing budgets have not made a comeback since 2019 when healthcare marketing spending peaked at $12.3 million. Overall, budgets are expected to decline by 8% in 2023.

While challenges have increased exponentially over the past three years, tracking data and trends and staying prepared for the next “big thing” or crisis can help you develop smart, agile healthcare marketing strategy.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

Artificial Intelligence Predicts the Future for Healthcare Marketing

“Hey Google, I Don’t Feel Well”

Person holding phone that shows the Google voice search prompt saying "Hi, how can I help?" Next to the phone is a large speech bubble with the quote "Hey Google, I don't feel well."

A true story following a Thanksgiving Day mishap—”Hey Google, I burned my hand.” Forgoing care at the nearest urgent care, I opted for the next best thing—Google Nest.

The virtual assistant advised immersing my hand in cool water (not ice water), applying petroleum jelly three to four times daily and not putting butter, vanilla or ointments on the burn as those could cause infection. I found basically the same tips on WebMD.

According to Google Insights, more than 700 million people turn to Google devices every month as their personal assistants. Add in Amazon’s Alexa, Apple’s Siri, and other virtual assistant software, and there’s infinite information being disseminated by artificial intelligence (AI).

Based on changing consumer patterns, much of the quick information they seek is likely to be healthcare-related. To ensure the reliability of that information, AI needs to be part of healthcare marketing strategies.

Consumer demand drives AI and other digital healthcare tools, which have increased dramatically since the start of the pandemic. According to the Huron 2022 Healthcare Consumer Market Report:

  • 78% of consumers participated in telehealth visits last year.
  • 53% of survey participants are likely to switch providers for superior virtual care offerings.
  • 34% of consumers consider themselves digitally inclined—a significant shift in the youngest (ages 18 to 44) and fastest growing consumer segment.

AI Virtual Assistance

AI is being used in healthcare for everything from virtual assistants setting reminders for wellness checks and mammograms to screening for breast cancer.

Machine learning algorithms, which drives the talk behind AI, can also help target ideal patients much the same as social media apps push content based on user patterns.

Considering the millions of people turning to virtual assistants, it’s imperative to constantly update hours, addresses, services, maps and other digital information. Check Google listings bi-monthly; ask Siri and Alexa health-related questions to ensure the reliability and relevancy.

Chatbots are virtual assistants. With the help of matching learning and natural language processing, chatbots help to personalize online experiences. They address simple questions, handle scheduling requests from patients or guides users to relevant information. Optimize the user experience with chatbots on the health system’s website, patient portal or service line app by routinely testing the virtual assistant.

The first step in the search process is directing patients to the correct information and ultimately to a website. Getting them there quickly requires SEO to be more intuitive for AI, since 70% of requests are in natural language rather than web search keywords.

AI In Clinical Settings

Any type AI being used in clinical settings deserves the marketing spotlight. It’s the newest shiny object, much like 3D mammograms and robotic surgery before it. However, unlike those innovations, AI is a two-way partner in the healthcare journey. We ask questions; it answers back.

Dr. Ayanna Howard, one of the world’s leading experts on robotics and the intersection of AI and humanity, predicts in 10 to 20 years, all industries will be influenced by AI. 

AI can ease the workload for physicians. The end goal for both—doctor and AI—is recognizing patterns. Nearly 500 healthcare AI startup companies raised a record $12 billion in funding last year.  AI assisted  tasks include streamlining patient intake with text-based AI chatbots; “virtual medical residents” that prescreen patients; and AI triage-guidance tools.

Mayo Clinic researchers are using AI to predict how patterns of changes in pregnant patients can identify whether vaginal or cesarean births are less risky. The University of South Alabama Health offers enhanced colonoscopy aided by AI to detect polyps with visual markers in real time.

AI Assisted PR

AI isn’t just for clinicians and researchers. It can make marketing and public relations much easier.

A new study by PRophet and The Harris Poll reveal that 92% of public relations (PR) professionals believe AI is worth exploring. Of participants surveyed, 55% said AI would be useful when crafting PR materials and predicting media interest.

Imagine the time saved when pitching if we know who is actually interested. According to a study from PR company Propel, journalists responded only to an average 3.25% of pitches they received in Q2 2022.

The PRrophet platform can algorithmically figure out which journalists are most likely to take an interest in a pitch and what they sentiment is likely to be.

Whether growing brand awareness, amplifying messages or forecasting clinical complications and treatments, AI is now the future of healthcare in the present.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

Contact Us

Listen Up: Podcasts Offer Consumers Helpful Health Information

Among the changes prompted by the pandemic and the way consumers choose to receive healthcare information has been the growth of podcasts. In lockdown, they began tuning in to podcasts while trying to maneuver through conflicting information.

As many as 32% of Americans listen to podcasts on a monthly basis. That’s 150 million people listening to experts—often self-professed—crime sleuths, business leaders and celebrities talking about everything from decades-old murder cases and financial advice to politics and advances in medicine.

Since 2020, the interest in everything healthcare has created a growing market for health and wellness podcasts offering helpful information to consumers. As many as 17% of podcasts are devoted to health, wellness and fitness topics. Listed among the best podcasts of 2022, “Sleep With Me” entices listeners to do just that—hop in bed, close their eyes and listen to a story that gets progressively boring until they fall asleep.

Podcasts give physicians and healthcare leaders forums to share their experiences and expertise with patients and peers alike. Healthcare organizations can use podcasts to inform consumers and clear up misinformation.

Inside Pediatrics from Children’s of Alabama is a free monthly podcast that explores topics relating to childhood health and wellness as well as research and treatment at the academic medical center. It can be downloaded from the hospital website or from a number of other platforms.

The popular TEDTalks also offers TED Health with doctors and researchers discussing breakthroughs in their fields as well as daily habits to leading healthier lives.

How to Start a Podcast for Your Hospital

The pandemic pressured healthcare organizations to find new innovations and digital tools to meet consumer demand. Gen Zs, in particular, turned to podcasts while isolated. More than one-third of American 18-to-24 year olds listen to podcasts at least weekly, with mental health being the top podcast genre among the age group.

When considering starting your own podcast, determine the purpose. It can help build brand awareness, deliver on the patient experience or even generate revenue with clear calls to action. The top goal for 24% of all podcasts is awareness/education.

Podcast episodes typically run 20 to 40 minutes long. Carefully evaluate the hosts and guests to determine if they can hold an audience’s attention for that length of time.

Other things you need to start your own podcast include:

  • Storage and distribution. You can code your own podcast or upload audio files to a service such as Soundcloud, Buzzsprout, Podbean or SimpleCast. These publishing platforms provide storage and distribution for a fee. Some offer audio editing capabilities.
  • Cadence. Decide whether to publish daily, weekly, monthly or quarterly. Listeners want consistency, so stick with the decision. The most common cadence is weekly for podcasts.
  • Software. Use quality audio recording software. For Mac users, GarageBand is free and easy to use, as is QuickTime. If recording and editing on a PC, download Audacity, which is also free. You can also record and edit in Zoom.
  • Microphone. Even though you can record from a laptop mic, phone or ear buds with built-in mics, invest in a quality microphone. A good one costs less than $100.
  • Interview setups. Interviews recorded in a studio produce the best audio quality. But it’s easy to interview guests remotely through Zoom, Skype, Zencastr or even by phone.  When interviewing online, the hosts and guests should be in quiet rooms. Wear headphones and speak directly into the microphone. Remind guests to mute notifications on their computers and phones.

How to Promote a Podcast

Once the podcast is “on the air,” you want to build listeners. First, decide on the target audience—patients, peers or general consumers. As you do for websites and blogs, remember SEO and create topics and titles that draw the targeted audiences’ attention.

Amplify the podcast on all channels—blogs, websites and social media. Consider creating a dedicated Facebook group so listeners can discuss episodes and receive updates. Facebook and Instagram are the leading channels for cross promoting.

When recording audio, record video at the same time and upload it to YouTube and shorts from the podcast to Reels.

Pitching to podcasters

Even if you’re not ready to launch your own podcast, include popular and relevant podcasters in your earned and paid media strategy.

Of podcasters who feature guests, 61% prioritize organic over paid guests. When pitching healthcare experts or leadership from your organization, remember:

Personalize the pitch; do your homework first.

  • Avoid confusing subject lines and large attachments.
  • Keep pitches to 200 words or less.
  • Most podcasters prefer receiving pitches early in the week.
  • Don’t call.

With 150 million people listening, you can build your brand and deliver relevant and accurate information through podcasts to consumers interested in staying healthy.

What’s Trending: Marketing To Gen Z (Part 2)
the next big thing is marketing to gen z. 3 trends to marketing to gen z.

More Ways to Market to Gen Z

Despite their youth, Generation Z holds an immense $140 billion spending power. This economic strength, coupled with them being the first completely digital generation, is likely to disrupt several industries. That makes marketing to Gen Z—sooner than later—the next big thing.

While most healthcare marketing strategies still skews toward older demographic, don’t overlook Gen Z. However, know there are vast differences between them and other age groups.

Let’s look more closely at the Gen Z persona:

  • Values brands that have active communities—influencers and fandom;
  • Females mostly use TikTok and Instagram; Gen Z males prefer YouTube;
  • Video platforms provide them with outlets for social networking, entertainment, information, and discovering and buying products.

Gen Z is committed to improving their lives. But they’re looking for practitioners—or influencers—who give them tangible steps to improve their lives. This is the “life hack” generation—TikTok is filled with videos offering simple DIY ways, or hacks, for making their own two-for-one burritos at Chipotle; applying makeup; making snacks with five ingredients; and on and on.

Connecting with Gen Z is also necessary for recruiting and retaining the next generation of employees. Older members of Gen Z are close to, or have already graduated college. They’re looking for employers that align with their personal values. How your brand markets to Gen Z will serve as a strong first impression when recruiting the next generation of the work force.

What’s Trending: Tactics for Marketing To Gen Z

Use video on social media like TikTok, Instagram, and YouTube to market to a gen Z audience

Trend 1: Video

Gen Z lives in a world of video. TikTok is their preferred platform. YouTube is hot, and though organic engagement has decreased on the platform, Gen Z can still be found on Instagram . However, they are largely migrating away from Facebook. Here are some tips for planning effective marketing to Gen Z:

  • Check out other brands and what they’re doing on all platforms; you can download and scroll the TikTok app without ever posting a video; @chipotle, @washingtonpost and @fentybeauty directly target Gen Z with humor, hacks and even light-hearted takes on trending news;
  • Use hashtags to provide context, help viewers to find content that interests them and build community; branded hashtags encourage viewers to engage with your brand and create their own content around it;
  • Consider TikTok for Business, which guides businesses through top-views ads, in-feed ads, branded hashtags, brand takeovers and brand effects.

Experiment and show a different side of the brand. Post videos that are funny, personal, and relatable without being irreverent and flippant. Use tutorials, hacks, and how-to content to market to Gen Z.

Gen Z enjoys creating videos almost as much as they enjoy watching. Some 30% of 18-24 year olds and 40% of 25-34 year olds consider themselves content creators. Tap into this creative gold mine by recruiting interns and recent college graduates to help establish a social presence with videos marketing to Gen Z.

Trend 2: Audio. Use Spotify to connect with Gen Z's music interests. Join in the conversation by using trending audio on TikTok

Trend 2: Audio

Spotify’s Culture Next Report reveals that in the first quarter of this year, 18-to-24-year-olds had played more than 578 billion minutes of music on the streaming platform. As change makers, they consider music as an outlet for exploring their individuality. If marketing to Gen Z is a top priority for your healthcare brand, consider a Spotify Advertising campaign as part of your strategy.

For a lot of Gen Z, the isolation of COVID-19 impacted their crucial years of navigating social connections. Instead, they retreated into digital communities to foster connections. This also led to creating alter egos that let them be the leading characters in their own lives. One of Spotify’s most popular features allows them to create their own “My life is a movie” playlist.

Connecting with Gen Z’s audio preferences can be as simple as:

  • Listening to their playlists, ranging from K-Pop (South Korean boy bands) and Olivia Rodrigo to Lil Nas X, who ran a Nicki Minaj “stan” (super fan) account before earning his own fame;
  • Engaging with their creations; Gen Zs consider themselves creators, often producing their own beats and other audio;
  • Advertising on streaming platforms to reach the target demographic.
  • Use trending sounds on Instagram Reels and TikTok to join in on current conversations and hot topics

Trend 3: Podcasts

As Gen Zs transition from teens to twenty somethings, they are also exploring politics, gender, and their own fluid personalities. They often turn to podcasts as safe spaces to work through these complex issues.

The average podcast listenership among Gen Zs on Spotify increased by 62% between Q1 2022 and the previous year. More than one-third of 18-to-24-year-old Americans listen to podcasts at least weekly. Mental health ranks as the top podcast genre among Gen Zs globally.

The popularity of podcasts presents an excellent channel for marketing through paid and earned media.

  • Use Google to find “Gen Z’s top 10 podcasts;”
  • Place paid ads where they listen; consider host talent ads created and voiced by the show’s host in the style of the show;
  • Pitch to podcasts; use a media monitoring service to find contact information for the producer or host; some podcasts have guest submission forms on the website.

Once you get Gen Z’s attention, don’t lose it. Complete the connection by giving them a strong call to action, preferably with something interactive such as QR codes.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

The Next Big Thing: Marketing To Gen Z
The next big thing: Marketing to Gen Z.

Marketing to Gen Z Requires a Whole New Strategy

Remember when everyone was trying to figure out how to successfully market to millennials? That conundrum is yesterday’s news. The next big thing on the marketing horizon focuses on connecting with Gen Z. Many brands see connecting with a new generation as a daunting task. But, figuring out how to market to Gen Z is probably easier than you think and can generate impressive results.

Why should you want to market to Gen Z? Below, we cover 6 facts about Gen Z to help you understand this new audience.

Generation Z—Gen Z or Zoomers—includes anyone born between 1997 and 2012. Why the attention on ages 10–25? Look at Gen Z’s numbers:

  • Represent 40 percent of US consumers;
  • Set to outpace Millennials’ earnings by 2031 with over one quarter of global income;
  • 48 percent non-white; nearly 22 percent with at least one immigrant parent;
  • 1-in-5 identify as LGBTQ+;
  • On track to be the best-educated generation with 57 percent currently enrolled in college and 44 percent living with a college-educated parent.

Brands across all industries clamor for the attention of this influential group that is regarded as the “disruptive generation.” As the first completely digital generation, they rule video and audio. Whether producing TikTok videos and podcasts or curating audio playlists, they prefer creating their own content rather than consuming what others create.

How does your healthcare marketing strategy connect with Gen Z? By identifying their rules and playing in their digital playgrounds.

TikTok: The Clock is Running

Several months ago, we asked if TikTok should be a part of your strategy. If you’re marketing to Gen Z, then the answer is yes. Gen Z now makes up 60% of TikTok’s 80 million monthly active users in the United States. However, slow down to carefully define the strategy and goals before moving forward.

Marketing to Gen Z means being active on TikTok. Gen Z makes up 60% of TikTok's 80 million active users in the U.S. and spend an average of 95 minutes per day on the platform.

Part of TikTok’s rapid growth and success is attributed to the platform’s unique algorithm that quickly adapts to show content users find interesting or entertaining. Users decide what they want to watch, not who they friend or follow. When marketing to Gen Z on TikTok, it’s important that brands prioritize creating content that grabs attention within a few seconds. TikTok users spend an average of 95 minutes per day on the platform, but TikTok says the best performing content is between 21-34 seconds. (Note: This is up from 11-17 seconds in 2020).

Gen Z lives in a video world, with TikTok, Instagram and YouTube the most used social media apps  for networking, entertainment and product purchases. It’s clear video marketing resonates with Gen Z. The 2022 State of U.S. Consumer Trends report shows that over three months 28 percent of Gen Zs and Millennials bought products directly on social apps. That’s compared to 18 percent by Gen X and 4 percent by Boomers.

This opens the door for healthcare marketers to make much-needed connections for successfully marketing to Gen Z. While most TikTok videos tend to be fun and entertaining, be careful that content doesn’t backfire. Healthcare is serious, and patients don’t want #dancingdoctors or #dancingnurses in the hospital hallways when they are pressing the call button. However, a choreographed dance with nurses in pink scrubs calling attention to #BreastCancerAwareness can effectively remind women it’s time for annual mammograms. Gen Z is quick to call out marketing that feels gimmicky or inauthentic. Young consumers expect brands to engage in corporate responsibility, but doing so without a strategic plan could result in a viral disaster.

Gen Z Fandom: Nostalgic and Quirky

Lockdown also left Gen Z looking to the past for emotional connections. Their throwback searches resulted in nearly 19 billion views for #nostalgia on TikTok. A resurgence of nostalgic pop culture has inspired fandom for TV shows such as “Euphoria”and “Stranger Things” and propelled “Maverick: Top Gun” and “Elvis” to being the summer’s biggest box office hits.

Consider using nostalgia to appeal to emotions. But it doesn’t always have to induce tears; it can prompt laughter just as easily. Thoughtfully adding a bit of nostalgia to the content mix can strengthen the connection with the target audience.

To market to Gen Z, try using nostalgia to appeal to positive emotions. There are 19 billion views for #nostalgia on TikToK57% of Gen Z like it when brands participate in memes. 80% of Gen Z like it when brands connect with their different personalities.

Gen Z audiences like memes. More than half responded to a recent YouTube survey that they like when brands post memes. So, get creative and create memes that promote service lines or shares relevant information for this target demographic.

Another part of the Gen Z persona is their uniqueness. They don’t want to fit in; they want to stand out and are perfectly comfortable with being quirky. Some 80 percent of Gen Zs surveyed for Spotify’s Culture Next Global Trends Report say they like when brands connect with their different personalities.

Experiment with fresh marketing tactics to connect with Gen Z. Use contextual targeting to place educational messages on unexpected sites—info about fashion on a pizza website. Whatever the message or the channel, include audio. In the first quarter of this year, 18-to-24 year olds played more than 578 billion minutes of music on Spotify.

Shared Brand Values: Honesty, Authenticity, Transparency

In terms of values, Gen Zs do not stray far from other generations. Honesty ranks as the most important value they look for in a brand, followed closely by transparency and authenticity.

Whether on TikTok, Instagram or YouTube, video proves to be a useful tool for marketing to share values and personality while also promoting services and products. It is the ideal platform for storytelling that engages with the Gen Z audience.

Resonate with Gen Z by communicating honesty, transparency, and authenticity through video content.

In committing to short-form videos that connect with Gen Zs, remember that they see themselves as change makers ready to disrupt culture. Status quo doesn’t make the connection. Keep content meaningful, creative and different—just as if they created it themselves.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

Stay Relevant with “Pay to Play” in Digital Marketing
digital marketing requires brands to pay to play

Even if you’re new to marketing, you’ve probably heard the term “pay to play.” This phrase basically means that you’ll need to spend money to get ahead. Think of the cliché “spend money to make money.” The “pay to play” strategy dominates digital marketing. With shifts in online behavior and channel updates, you can expect to reassess your digital marketing budget to stay relevant. The bottom line? If you want to reach as many potential or returning patients as possible, especially with a high frequency, you’ll need to allocate more of your budget toward advertising and marketing.

The Rise of “Pay to Play”

pay to play exists in traditional and digital marketing but it looks a little different

The concept of “pay to play” isn’t new. In traditional marketing, larger budgets typically mean more impressions and a greater impact on your audiences. In digital marketing, CPMs have been on the rise, requiring marketers to dig deeper into their pockets to stay relevant.  Largely gone are the days of an organic social post going viral and driving interest in a brand. Algorithm updates and shifting consumer expectations require strategic evaluations and budget reallocations.

Though “pay to play” has its drawbacks, it’s here to stay because it’s effective. With digital marketing in particular, search engine marketing and social media platforms give businesses more ways to reach potential customers, build brand awareness, and show ads when they’re ready to buy. Plus, with more people cutting the cord and opting into video streaming, there are more opportunities than ever to reach new audiences—if you’re willing to invest.

Digital Dives and Doubts

The growing turbulence within social media isn’t something marketers can ignore. In April, Meta—the company formerly known as Facebook—reported a 21 percent drop in profits for the first quarter of 2022 compared to the prior year. In the same week, Elon Musk purchased tech giant Twitter for $44 billion, causing many users to leave the site within a day of the announcement.

digital marketing trends and turblance within tech companies can make brands weary of using social media

On top of business concerns, ever-changing algorithms have users and marketers alike frustrated. Facebook’s organic reach has been dwindling since 2018 and a recent Instagram update reportedly decreases the reach of reposted content. For healthcare brands using digital marketing, recent health and privacy advertising policy updates can result in erroneously rejected ads that require practices to spend time submitting appeals and making creative changes.

there are 3.96 billion social media users world wide. On average, adults spend 95 minutes per day on social media

Despite all the concerns, social media marketing is still one of the best ways to reach potential customers. As of January 2022, there are reportedly 3.96 billion social media users. Adults are spending more time than ever on social media, averaging 95 minutes of use per day.

The Value Of Influencer Marketing

According to Nielsen, 56% of global audiences trust influencer marketing

A marketer with Covenant HealthCare in Saginaw, Mich., recently shared that he wished influencer marketing would go away. He prefers using knowledgeable healthcare professionals to influence patients and the public about decisions involving their health. According to Nielsen’s 2021 Trust in Advertising Study, 56 percent of global audiences trust influencer marketing. Changing consumer patterns demand changes in patient experience at every touchpoint. That means connecting with them where they go for information. Expectant and new mothers reach out to mommy bloggers. Someone diagnosed with cancer may look for support from someone on social media who shares that experience.

Finding and partnering with influencers aligned with your brand can reach new audiences. But don’t forget that you’re expected to pay for their influence. Influencers are no longer just social media users and bloggers that accept and review gifted products. As with other media agreements, you’ll need to negotiate the cost, execute a contract, set goals, and measure results. Keeping your brand relevant now means paying to play across all channels.

If you need to update your social and/or traditional media strategy, we welcome a conversation. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363.

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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