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banner ads

5 Tips for Creating Better Banner Ads for Your Hospital

 

Banner ads can be a great way to market your hospital online. You probably already know that you need a clear call-to-action and a landing page designed to seal the deal, but what else can you do to make your banner ads stand out among the crowd?

 

Try these 5 tips to build brand preference, drive more traffic to your hospital’s website and convert prospects to patients.

 

1.  Change Your Hospital Banner Ads Every 3 Weeks

We live in a culture where things are changing constantly. We’ve become trained to get bored when things stay the same. Bored consumers won’t click on your hospital’s banner ads!

 

To keep your digital ad campaign fresh, switch out your banner ads every 3 weeks or so. A new ad will recapture the attention of your target audience.

 

2.  Keep File Sizes Small

Small file sizes mean faster load times. You want a quick load time so that prospective patients don’t scroll down before they’ve even had a chance to see your ad.

 

Google Adwords suggests keeping ads under 150 kb for optimal load time. A compressed JPEG or GIF file works best for this!

 

3. Give Your Hospital’s Banner Ads a Border

The human eye is naturally drawn to framed objects, so add a border to your ad. This is especially important if your ad matches the background color of the website. Don’t let your ad get lost in the chaos of most websites!

 

On a white or black background, a gray frame looks nice. On any other color background, a black frame is the most effective.

 

You can also frame your hospital’s banner ad in colors from the ad itself. The important thing is that your ad is separated from the rest of the page, helping it to stand out.

 

4.  Use the Right Colors

In banner ad marketing, there are no good or bad colors. However, some colors have feelings associated with them that are better than others for marketing your hospital.

 

First of course coordinate the colors in your banner ad with your hospital brand. Blue is often associated with safety and trust. Green is the color of health and new life. Both of these color schemes work great for hospitals assuming they work with your logo colors.

 

Gray or white are good choices for the background of your hospital banner ad because both evoke feelings of cleanliness, order, and neutrality.

 

5.  Use Animation

Animated banner ads tend to outperform static banner ads, but there are some rules when using animation in your banner ad marketing.

 

First and foremost, make sure that the animation isn’t distracting the user from the actual purpose of the ad. Overly busy ads tend to pull focus away from the call-to-action – which is the most important aspect of the ad.

 

An animated banner ad for your hospital should loop no more than 3 times and should be limited to 15 seconds or less. Make sure your call-to-action is on every frame.

 

Ready to Make the Most of Your Hospital’s Banner Ads?

If you would like help to make the most of your hospital’s banner ads, contact Jimmy Warren today!

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

 

radio marketing

Listen To This! Radio is Still Effective for Hospital Marketing


Like most traditional media, radio marketing has certainly faced increased competition. New media options like Pandora, Spotify, Sirius XM, iTunes Radio and a host of others continue to chip away at radio’s once-exclusive domain.  But traditional radio is still a good media choice for marketing your hospital.

Radio is available at home, in the car, at the office and on the go. Even with all of the new audio options, it still dominates in-car listening. And most important to healthcare marketers, the radio listening habits of Baby Boomers has changed the least of any demographic group.

 

Other benefits of including traditional radio in your hospital marketing mix:

 

Targetable

  • Diversity of station formats allow advertisers to target specific audiences. For example, Top 40 typically has a young female audience and provides a vehicle for promoting your hospital’s OB/GYN services. The Oldies format, which attracts listeners over the age of 60, can be effective for reaching prospective attendees of your upcoming Health Fair. News Talk and Sports programming offer opportunities to reach an audience for Sports Medicine and Spine.
  • Radio allows you to reach key marketing areas. Use audience delivery data to determine the stations with the most listenership in your hospital service area by zip code, city, county, or groups of counties.

 

Reminder Medium

  • For brands that are known, radio is effective as a “reminder” medium.
  • When part of a multi-media mix, radio commercials increase recall of your hospital’s television, newspaper and Internet ads.
  • Radio is a good driver to your hospital’s website or social media channel.

 

Influential

  • Radio personalities are influential.
  • 55% of respondents of a recent study stated that testimonials for healthcare or medical services given by their favorite air personality made the respondents trust that product or service. (Source: Radio Advertising Bureau F.C.T Report on Healthcare, 2014)

 

Engaging and Emotional

  • Radio stars in the theatre of the listener’s mind.
  • Voices, music, and sound effects in a well-written radio commercial can evoke powerful emotions.
  • Emotional events like babies born and lives saved are part of your hospital’s story. Radio can take listeners on your journey.

 

Inexpensive

  • Prospective patients need to be exposed to your message multiple times. The relatively low cost of commercials allows for frequency in your schedule.
  • Affordable production means ads can be tailored to the format’s audience. Your branding commercial on the Hispanic station should not be the same one you air on the Country station.

 

Quick Turnaround

  • Quick production and scheduling means you can adapt to events in your marketplace.
  • If a local emergency creates a need for blood, radio commercials can drive donations.

 

Nationally, radio advertising revenues have declined, but local stations are actually seeing increases in their share of local ad budgets. Radio continues to be an effective advertising medium for many local businesses including hospitals.

If you would like to discuss ways to make radio work for your hospital, contact the radio experts at TotalCom Marketing.

 

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

traditional advertising

Marketing Your Hospital with Traditional Media in a Digital Media World

Digital and Social Media are Important for Marketing Your Hospital. But What About Traditional? Is Traditional Media Still Relevant?

There is no doubt that you need to implement a digital marketing strategy for your hospital, but don’t neglect the traditional advertising that is tried and true.

 

Consumers Trust Traditional Advertising

According to a recent Nielsen survey, newspaper ads are still the most trusted form of paid media in North America.

In fact, over half of those who participated in the survey said they trust traditional channels of advertising such as newspaper, TV, radio, magazines and billboards.

On the flip side, over half of the participants said they did not trust the new media platforms, including social media,online searches and videos, and banner ads. While digital advertising is pervasive in our culture, it is not yet considered as trustworthy as traditional advertising methods.

In short, to build trust you need to utilize traditional advertising in conjunction with new digital tactics to effectively market your hospital.

 

Consumers Still Use Traditional Advertising

Most people engage in some sort of traditional media use every day. They listen to the radio on their morning commute, read the billboards they pass as they are stuck in traffic on the drive home, watch TV to relax in the evening and read their favorite magazine while waiting to pick up their child from soccer practice.

Sure, traditional media consumption has declined in recent years, but we are constantly surrounded by, and still consume it. Historically, mass media reach was at such stratospheric levels, that even with the decline experienced over the past few years, there continue to be thousands in our markets who are still watching, listening, and flipping printed pages.

 

Demographic Match

The 50 plus audience remains a heavy consumer of traditional media.  While they are comfortable with and use the internet and social media, Baby Boomers still rely heavily on traditional media channels for news and entertainment.  And it’s no secret that this audience is an important demographic for healthcare marketers.

 

With Traditional Advertising You Are In Good Company

Some sources would (wrongly) have you believe that traditional advertising is dead. If that is so, somebody needs to tell the marketing team over at Apple.

Apple consistently uses traditional media to promote their products. Google also has a track record of relying on traditional advertising to showcase their latest technological offerings.

Perhaps one of the most telling signs that traditional advertising remains significant is that Facebook is now utilizing traditional ads to promote their website! The popular social media site has purchased TV spots and outdoor media in the UK, Canada, and Australia. Facebook is a digital age powerhouse, but still recognizes the need for traditional advertising.

If Facebook needs it, chances are your hospital does too.

Need help getting back to the basics with traditional media marketing? Call Jimmy Warren.

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

Mobile Marketing for Your Hospital

Why Mobile for Hospital Marketing?

TotalCom Mobile MarketingThere is a tendency in the healthcare field to think of online marketing as necessary for desktops – but optional for mobile devices. However, mobile marketing for your hospital is not an option. Here’s why:

Most people have a smartphone. According to a recent Pew Research Center report, almost two-thirds of American adults own a smartphone – up from 35% in 2011. And nearly 20% of American adults have limited or no broadband access at home, relying almost exclusively on their phones data plan for Internet access.

As a result of this increasing dependence on smartphones, businesses, including hospitals, have seen mobile interaction with their website surpass desktop usage. And many experts agree that mobile searches will likely surpass desktop searches in 2015. Therefore, it is essential that we don’t ignore mobile marketing in healthcare.

Below are some ways to market your hospital to the increasing number of consumers who are using mobile as an entry point to the Internet.

There’s an App for That

One way to market your hospital in the mobile arena is through apps. If an app is useful to the consumer, it can be an effective marketing tool by increasing engagement with your brand and creating opportunities for future, patient-hospital interaction.

Some hospitals have had success with apps that allow patients to check in to the emergency room before they arrive at the hospital or apps that give ER wait times. GPS-based, way-finding apps can be useful to patients and visitors especially if your facility is large or spread out.  Wellness, medicine-monitoring, cancer treatment and new mom apps are other examples that can increase engagement and create possible future patient conversion.

Digital media as well as traditional media can be used to promote your hospital app.

Responsive Design is a Must

Google rolled out a new search algorithm this year that rewards responsive sites in mobile searches. Increasing your hospital’s position in search results on mobile devices is reason enough to have a responsive web design – but this isn’t the only benefit.

Responsive design also gives consumers a better user experience on your website. Given a choice between two sites, consumers will defer to the site that is easier to navigate and provides the best user experience.

In addition, responsive design eliminates the need to have a separate mobile site. Instead, your one hospital website will look great on desktops, tablets, and mobile devices. And that’s one site to manage, maintain, and update.

Make Important Information Easy to Find

When prospective patients are on your hospital’s website, they don’t want to have to search to find what they are looking for.

  • Put your main phone number, as well as street address, at the top of the page.
  • A hospital phone directory should be easy to locate, with phone numbers “clickable” for one-touch dialing.
  • Make links obvious with the use of buttons or underlined, different colored or bold text. 

The easier it is to access and use your website on a mobile device, the more likely that your site will be visited and used. And the more interaction, the more opportunities to convert prospects to patients.

Make Your Hospital Mobile-Friendly

Don’t wait to make your hospital’s website mobile-friendly! Mobile is more than an entry-point for consumers to access the Internet. It can be an entry-point for prospects to become patients of your hospital.

I would love to hear your successes (or even what NOT to do) with hospital mobile marketing. Call or email me.

 

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

 

New TV Ad Metrics Could Help You Market Your Hospital More Effectively

Healthcare Marketing TargetTraditional media is still an important component in the hospital marketing media mix. There is power and scale in newspaper, television and radio advertising for healthcare marketers. But the data-driven opportunities available in the digital space and the ability for precise targeting are just not as sophisticated and advanced in traditional channels – until now.

Major Media Companies Offering New Data-Driven Targetability Tools

Hoping to close the gap between the benefits offered by traditional advertising and those offered by online advertising, both Time Warner Inc.’s Turner Broadcasting and NBCUniversal (owner of channels including USA, Bravo and E!), have recently unveiled new tools that offer more precise targetability and believe marketers will no longer have to choose between the reach of traditional and the data-driven opportunities online.

Turner is offering a product called “Audience Now” that will help advertisers reach specific audiences likely to purchase their product. The tool uses data that merges shopper loyalty card data – which is VERY valuable –  with TV viewing.

NBCUniversal’s “Audience Targeting Platform” offers data-driven targetability using information from large databases on what products people buy, matched with data from set-top boxes that tracks the programs people watch.

Both companies say the data they use for this ad tool is “anonymized” – meaning they don’t see consumers’ personal information. (As healthcare marketers, we are trained to be very sensitive to private information.)

What This Can Mean for Healthcare Marketing Professionals

These tools are currently being offered at the national level during this summer’s “upfront” negotiations. But if and when made available at the local and regional level, will afford hospital marketers more precise, data-driven targeting. For example, our wellness commercials could be targeted to consumers, who based on purchase patterns, likely suffer from obesity, heart issues, diabetes, and other conditions. Our sleep center commercials could be seen by consumers, who based on related purchases, are likely to suffer a sleeping disorder. There would be many opportunities to reach and connect with specific audiences who are likely patients of specific service lines in our hospitals.

The Power of Television Advertising for Hospitals

The advantages of television go beyond the enormous reach is offers. Television commercials can tell a hospital’s story in a way no other medium can. Through the use of sight and sound, an effective commercial can evoke emotion, inform, entertain, connect, and create a desired response – but only when seen by the right audience. New tools and technology are on the horizon that can help ensure prospective patients hear and see our hospitals’ stories.

Need help telling your hospital’s story? Contact Jimmy Warren.

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

3 Tips to Overcome Decline in Your Hospital’s Facebook Posts

Facebook post declineAre your hospital’s Facebook posts being seen by fewer and fewer users?

There is definitely a decline in organic reach on Facebook.

According to Facebook, the reason for the decline is the increasing competition. More brands have Pages and are putting out more information. Facebook claims to want to make sure users’ experiences are good ones, so they are showing users stories in their News Feed that are most relevant to them (based on their prior activity on Facebook).

Some think it is because Facebook wants Pages to buy (more) ads.

Here are several tips to help your posts have a better chance of being shown in more users News Feed.

  • Quick and Original. Keep your posts short and original. It’s fine to share information from other sources occasionally. But the majority of your posts should be original content.

  • Pictures. Incorporate photos and videos. Photos depicting human interaction tend to be more successful. Show people interacting with your brand. Posts with videos are often times even more successful than ones with photographs.

  • Call to Action. Ask users to do something. Ask a question, take a poll, ask for feedback and opinions. Be sure to respond to those that do.

Be sure to use Page Insights to evaluate your most successful posts. Check to see which ones get the most likes, shares and comments.

Even though there may be a decline in organic reach, your hospital’s Page can still be used to build and grow strong relationships with the community in which you serve.

Contact Jimmy Warren to learn how you can better market your hospital.

 

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grandkids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

 

Content Marketing to Move Market Share For Your Hospital

Boost online visibility and convert prospects to patients with content marketing.

Hospital Heatlhcare Marketing Jimmy Warrenmarketing has certainly seen big changes in the past few years. No longer is a campaign that includes traditional media, elevator signs, a few Facebook posts and web banners, complete – or the most effective.  To connect with patients requires new and different tactics. One that should be considered is content marketing.

We often promote that we are “here when you need us”. And we are, but are we there for patients and prospective patients in the beginning? When they are searching online for a solution to their sleep problems or looking for an OB/GYN? To move market share requires building a relationship BEFORE a decision has been made about which physician or hospital to use. Content marketing is one way to do this.

Boost online visibility and position your hospital or physician as a leader who is trustworthy and knowledgeable with quality content.

What (to write about)?
Know the topics consumers in your service area are searching for online and create content that addresses these issues. Use Google keyword tools to learn exactly how many consumers within a 25 mile radius were looking for information about diabetes or depression in the past year. Then by creating blog content that discusses these topics you will make your hospital more visible and more relevant – early in the cycle of the consumer moving from prospect to patient.

Where (does the info come from)?
When a physician is the author, credibility is established for the physician and the healthcare facility.  Service line managers and other clinical staff members are great resources for material. Guest bloggers can provide quality content as well. Share the responsibility. Look around and tap into the resources in your own building.

How (to get the info out)?
Take your efforts past just publishing the blog post. Break up the content into snippets of info and recycle on social media and your hospital’s website. Be sure to link back to the article for more information. One blog post can become content for many posts and tweets.

Content marketing is one way to move market share for your hospital. By increasing online visibility, you are able to form meaningful and relevant relationships with prospective patients BEFORE they make that call for an appointment or referral. Content is key to be the one they call.

Contact Jimmy Warren to learn how you can better market your hospital and monitor your reviews online.

 

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grandkids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!