healthcare marketing firm tuscaloosa alabama

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.

Healthcare Marketing: Increase Your Hospital’s Reach on Facebook with Paid Ads

Paid advertising on Facebook reaches five times more consumers than organic content.

paid social media strategyThere are two ways to reach consumers on social media- paid media and earned media. Organic (earned) media is extremely valuable for any brand.  It s a way to engage consumers, enhance brand perception and build loyalty.  But a new study from Facebook and comScore indicates that paid advertising on Facebook can dramatically increase your reach. Among the top 100 brand pages on Facebook, those using paid advertising reach an audience that is 5.3 times larger on average, the study found.

As reported by Matt Kapko for ClickZ, comScore looked at how major brands used paid media to extend their audience five times over their organic audience in one week. Some brands were able to extend the reach of a single post or other piece of content by more than 100 times with paid media, according to comScore.

Paid advertising on Facebook can be used by healthcare marketers to cast a much wider net and reach a much larger audience.  Facebook ads, or paid media, will reach “slightly lighter” Facebook users than organic content, comScore concluded. Paid messages were 30 to 60 percent more likely to reach users that have liked 100 or fewer pages. Similarly, paid messages were 17 to 32 percent more likely to reach users who hadn’t posted a status update in the past 28 days, the study confirmed.

With media planning, whether its TV or print or Facebook, traditional or non-traditional advertising it’s always desirable to reach those lightweight users. You’re reaching more lightweight users when you’re paying because you’re ensuring you get in front of those users.

Ad campaigns that are focused on reach, reaching a larger number of people, are usually more desirable.  And the study from comScore indicates that paid advertising on Facebook can significantly expand our reach.

Many healthcare marketers have spent hours trying to decide the value of social media and whether it’s worth the time and effort.   And that is still being debated.  However Facebook advertising can be an excellent way to reach users of social media.  Even the light users of social media. 

A word of caution is needed.   Using Facebook advertising effectively requires significant thought and work as well.  You are very limited in what you can say in a Facebook ad.  It’s very much about like outdoor.  Words are limited.  The message must draw attention and communicate something meaningful.  And if the Facebook ad is successful piquing interest there must be more information provided by a landing page or micro site that can provide more information and close the deal.