Social Media Marketing

Are Yellow Page Directories Still Relevant for Healthcare Marketers?

 

When was the last time you saw a phone book lying around that actually gets used?

Some marketing experts may recall the time when the good and faithful printed Yellow Pages were a fundamental part of every doctor’s advertising effort. Sometimes it was the entire marketing plan. Everyone in the service area had at least one directory at hand and would use it when locating a needed resource.

But despite the relentless digital march of progress—the Internet, iPhones, Facebook and countless online look-up resources—some phone books and printed directories still survive.

Printed directories have been losing ground, and largely disappearing, for years. But if you’re still considering using Yellow Pages, consumer research says to use it if your audience falls into one of these categories:

  • Reside in smaller, rural areas
  • Have a high school education or less
  • Have an annual income of less than $40,000
  • Have limited access to a computer, the Internet or broadband
  • Be among the Baby Boomer demographic group

These consumer categories may be more likely to still use Yellow Pages for various reasons, including lack of internet access or understanding of how performing a search for a healthcare provider works. If your target audience meets one of these profiles, it may be appropriate to continue Yellow Page advertising.

What can be useful to healthcare marketers is shifting your focus to adding locations in the Google My Business tool. In a nutshell, this free resource allows people to manage their online presence across Google’s search capabilities.

To go one step further, consider Moz. Moz will assist you with the finding and submitting locations to local directories. Moz’s software greatly helps with the search engine optimization efforts of a huge number of sites around the world. It’s even connected to Google My Business, giving users even more control over their locations.

Interested in taking your healthcare facility to the digital side? Contact TotalCom today!

Best Ways to Market Your Healthcare Facility and Standout

When potential patients do not have a recommendation from family or friends on what healthcare professional to use, they typically turn to conducting their own research online. This could entail using anything from the search engines to social media as long as the information they find is trustworthy and extensive.

Ensuring your practice is listed everywhere that potential patients are searching for your services online is the key to driving more traffic to your web properties and therefore, more foot traffic to your practice.

Create Content that Educates

Creating content that educates your audience is beneficial for SEO, driving long-term traffic from the search engines to your website overtime, but most importantly, producing and distributing quality content in the form of blog posts and articles helps give value to readers and build trust between your patients and your practice overtime.

Put yourself in the consumers shoes when you write your material and then ask the following questions:

  • Can I easily interpret the information?
  • Are the terms and definitions understandable, even if I was only 12 years old?
  • Is the content accurate and informative without being overwhelming?
  • Is the explanation sufficient?
  • Are all my questions answered?

Fun with Facts

It’s a fact that people like facts of all shapes and genres, especially in healthcare. Facts and statistics can be woven into certain types of content, such as infographics, to complement the information.

The true beauty, however, is the simplicity. Facts are short and to the point. They are easy to digest, easy to generate, easy to verify 

Video Marketing is Important

Last, but certainly not least, spend time on video marketing to really stand out. Offer testimonials from your patients, ensuring that they are genuinely interested in speaking on your behalf to make the effort as effective and authentic as possible. Create videos to introduce doctors and put a human touch to the faces patients will be seeing.

Utilize YouTube as a hub for your video marketing efforts online, then embed those videos throughout your website. YouTube is a search engine owned by Google, making your video content uploaded there discoverable from both the search results, your channel subscribers and wherever the video is embedded (like your website.)

Again, just like the written content being produced for your web properties, your video content must educate your audience on your expertise in the industry.

Marketing for the healthcare industry doesn’t have to be difficult. You just have to think about who your target audience is and how best to reach them. Let us do the thinking for you. Contact TotalCom today to learn more about our healthcare marketing options.

Integrating Email and Social Media Marketing for Hospitals

Digital marketing continues to forge ahead in effectiveness for healthcare providers but many are overlooking one major technique: the integration of email and social media marketing. Social media has proven to be effective for healthcare organization. And of course with a good email list you can communicate directly with your previous patients and potential patients.

So why choose one over the other? It’s clear social media is here to stay, and as the digital world increases, it gains in significance. Email marketing is the most effective digital marketing platform available. Combining the two will help drive patients to your hospital.

Here, we have a few examples of how integrating email and social media marketing can work for you.

Upload Subscriber Lists

One of the best ways to gain a following on social media sites is to follow yourself. Where better to start than by following people who are already interested in your hospital’s content?

Your email subscribers are the perfect start to a strong social media following. Twitter, LinkedIn, Google+, and Facebook are among the most popular social sites that allow you to add contacts from your email. We’ve all seen those pesky notifications that say “add connections via email.” Most of us fail to use it on our personal social accounts because, quite frankly, the people we email aren’t necessarily our friends. Because we consistently overlook this feature on our personal accounts, it often goes unused for businesses as well.

It’s a major bonus feature that connects the two seemingly different worlds of email and social media marketing.

Retargeting

Retargeting is digital marketing gold, but even the experts often forget about retargeting socially. By only targeting users who have received your hospital’s email newsletter and clicked on an ad, you eliminate the (expensive) guesswork.

Creating this type of email campaign and then only displaying retargeted ads on social platforms is affordable and gets your ad seen. Retargeting socially greatly increases the chances of a conversion.

Subscribe Socially

Have more social followers than email subscribers? Let your patients know about your emails! Patients who are following a hospital on social media are doing so to stay informed. They will most likely be pleased to see you offer further information via newsletter.

Patients can sign up for your newsletters from Facebook and Twitter. On both of these platforms you will create a call-to-action button, giving your user an effortless way to subscribe to your newsletter.

  • On Twitter, click Twitter Ads → Creatives → Cards → Create Lead Generation Card.
  • On Facebook, go to your business page and click Create Call-To-Action → Sign Up → then enter Subscription Landing Page.

Both of these platforms allow you to measure success by using their analytics features. This is great to help determine how integrating email and social media marketing works for your hospital.

These are just a few of the many digital marketing tactics you can use by integrating social media and email. By joining email and social media forces, you position your hospital to gain more attention on each platform.

 

Interested in utilizing your digital marketing platforms more efficiently? Contact us today.