healthcare

Put a Human Face To Your Healthcare Organization

Healthcare organizations often, just by their very nature, can feel antiseptic and emotionally cold. They are also generally housed, from a patient perspective, in large multi-faceted facilities where individual needs can feel lost in a general commotion. And even in smaller practices, healthcare can take on a factory feel if the proper personalized care isn’t taken: procedures ranging from the front desk to the waiting room, simple uniform pre-checks and even the soft mediocre music in a patient’s waiting room can lead to a sterile uniformity that makes the entire experience seem impersonal and distant. But content marketing can change that.

Healthcare organizations can change the impersonal perception before a potential patient or client even walks in the door with distinct and humanized content marketing. There’s no reason to think of the public’s experience with a healthcare organization as something so vastly different than their interactions with any other commercial enterprise (even though it very well may be). An attempt to put a human face on your organization, both with the patients you commonly see and the doctors, nurses, janitors, and front services personnel they will commonly come into contact with, should be put at a premium.

Here are some quick-fire thoughts on how this can be accomplished, early and often, with careful and consistent marketing:

  • Show what you have to offer: Modern online content marketing allows you to show your healthcare organization at its finest and in a myriad of forms. Offering videos and pictures of patient facilities allows a comfort and upfront knowledge of what to expect. This can extend out to the community you are established in at large as well: show off charity events you may take a part in, causes your organization feels strongly about and your associates being active in their daily local lives.
  • Highlight positive experiences: Patients, as well as their caregivers, are always thrilled by positive or emotionally transformational experiences under terrific healthcare. Always remember to put this face of your organization facing forward on as many platforms as you can.
  • Follow Up: From the youngest patients to the oldest, in a modern world everyone has connections online. Your organization can be part of this interactive experience, and connections, when done right (even in a minor way), help to make your healthcare company more familiar and personable.

This is but a quick overview of some ways that content marketing can add and expand to the community your healthcare organization serves both nationally and locally. A well-executed campaign, as well as just being aware of your need for a more personable level of interaction, can go a long towards enhancing your organization's standing.

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How to Market Your Aesthetic Practice to Millennials

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Millennials are a generation that businesses have had difficulty understanding and pivoting toward. As we’ve entered a time of splintered media and diffuse information and communication, the work of a content marketing agency has become difficult to quantify from a monetary standpoint, but all the more critical from the view of your business. In the past, what needed to be done by a marketer was clear and straightforward (newspaper buys, radio ads, network television commercials, etc.). It has now become a complex game of both intention and distribution.

Your aesthetic practice falls into this same marketing dilemma. How you approach your core customer group (millennials) may define your success as a business; plain and simple. An aesthetic practice finds thornier marketing problems as well: tone and direction are key. What are you selling, exactly? Millennials look down on vanity, and purely appealing to them on the notion of physical beauty and modification (even if that overtly is the essential core of an aesthetic practice) may not go over well. This is true even with a generation so visually preoccupied due to the proliferation of their likeness online.

So what an aesthetic practice needs to market as a product is wellness. Not the idea of physical appearance as merely a superficial concept that your business can help with, but just one part of a full lifestyle regimen that includes staying in shape, eating right and reading well. Your outside appearance has its own health requirements, and to dismiss these would be naïve in its own right. Looking good and, more importantly, feeling confident in yourself and your appearance is something a good aesthetic practice can help with. And when you can be confident in your outward appearance, it’s a burden off your shoulders, freeing you up to worry about the depth of yourself as a person and the health of the relationships around you. Mind, body, and soul connected as one moving being: to dismiss body as superficial is to leave out an essential part of being human.

That’s your pitch and belief as an aesthetic beauty practice, and it’s your pitch because you believe it and because it is true. But how you get that message out to a public of millennials that will make up your customer base is as, if not more, important. You need content that doesn’t feel like content: messages that promote your ideals more than your literal services. You have to be active on each social media platform that your audience is on and ahead of the curve on new ones that are becoming critical to the millennial generation. Be subversive and non-sequitur in your approach to content: authenticity derives from the ability to make something both interesting and marketing based.

A good content marketing agency knows that a campaign targeted towards a millennial is based on a simple truth that they know they are being marketed toward: this is the generation born into corporate synergy. But they don’t mind as long as the product being offered can improve them as a person, especially in the blooming areas of wellness products. Your aesthetic practice can join this social integration and thrive, but tone and message are crucial.

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Content Marketing & Healthcare: A Prescription for Profit

Thanks to things such as the Affordable Healthcare Act provisions and HIPAA regulations, healthcare marketing can be challenging. However, reaching your audience through content marketing is both effective and cost efficient. According to Pew Research, 72% of those who used the Internet looked for medical information. Also, healthcare is the second most searched for service. With so many platforms that create opportunities for your healthcare organization to be found by those users, content marketing, when done right, can connect you with them. Here are some things that must be done for your content marketing efforts to translate into profit.

Tell Your Story

It doesn’t matter how large or small your organization is, whether it be a large hospital, small family practice, or medical device manufacturer, you must let your audience know your story and the purpose you serve. Talk about how your healthcare organization was founded, the values incorporated, and how you provide a solution for people seeking your specific line of service.

Get Personal

It is important that your healthcare organization does not seem like just another “cold” office in which patient volume and profits are the only things that matter. Content marketing is a way to show that your healthcare practice is comprised of people who care about the health and wellbeing of its patients. Think about your presence online. Are there videos and pictures of the doctors and staff? That is one of the best ways to make that emotional connection to current and potential patients.

For example, let us say that you are a pediatric doctor. Feature videos on your website and social platforms introducing the yourself and your staff and explain the high-quality care you  provide and how everyone is there to help children through both wellness and sickness.

Stay Newsworthy

One of the most vital things to remember about content marketing is to be relevant and offer value to users reading your content. The way to do that is to stay up-to-date on news pertaining to your specialty, offering professional commentary. Going back to our pediatric example, let’s say there is a new vaccine on the market for children. This is an opportunity to share that story, along with your professional opinion if the new vaccine is needed or not and why. Then invite parents to make an appointment with your office to discuss the new vaccine further with you. Establish yourself as a thought leader and expert in your field, and your users will turn to your social media platforms when they have a question about breaking news that relates to them.

Common Q&As

Conduct research internally to come up with a list of common questions your practices hears all the time, and make those answers available on your website. This will help you to produce content that is relevant and helpful to your users. Do not get too technical; stay general with your responses, welcoming those with more questions to schedule an appointment with your office. You can also take those general questions and break them down into social media posts to share with your audience. You never know which piece of advice can drive potential patients to make an appointment to learn more. Don’t just stop with blogs. You can turn those general questions into infographics, eBooks, and checklists.

Again, you are a pediatrician and want to help parents keep their child healthy during flu season. Write a piece of content entitled “5 Ways to Keep the Flu Away From Your Child,” and have a call to action at the end inviting them to make an appointment to get the flu shot for their child. You can then take that piece of content and create an infographic from it, offering another opportunity to spread your messaging.

Go Mobile or Go Home

eMarketer reports that in 2016, US adults spend an average of three hours a day on their mobile device. So, it is simple: you better be mobile friendly if you want content marketing to work. Google penalizes websites in organic search results that are not responsive. This means that Google prioritizes website who provide a user-friendly experience. And it isn’t enough for your site to be optimized for mobile. How your content will be seen on a smaller device versus a desktop computer? Patients are looking for information using their phones, so the less scrolling, the better. Also, be sure that your phone number and location are easily found for users.

All healthcare organizations will benefit from content marketing when it is done the right way. Need help? Then contact content marketing agency, The Contentinators®, at 866-471-4748, or contact us online.

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How Healthcare Providers Can Dominate Social Media.

How Healthcare Providers Can Dominate Social Media.
How Healthcare Providers Can Dominate Social Media.

Planning the social media and content marketing journey for your audience when you work for an industry tightly regulated by the government, like the healthcare industry, can sometimes look like a puzzle impossible to be solved for marketers. In this highly constricted environment, marketers often feel discouraged from coming up with any strategies that could be compatible with all the data security, laws, and restrictions found within this specific industry.

However, there have been some healthcare companies that have surpassed this barrier and have made a huge impact in the way healthcare marketers should approach their social media marketing with their audience. Yes, we are talking about the Mayo Clinic, but hold on here, because today we are not going to talk about what type of posts they used to reach 500K followers on Facebook; we are going to analyze their content marketing strategy. For real.

Being open-minded is key in order to succeed. Social media doesn’t need to be ONLY Twitter, Facebook, LinkedIn, Instagram, or Pinterest; there’s a whole new world beyond those platforms. In fact, the thought process behind the Mayo Clinic’s social media strategy was not to just adapt to or jump into any of those platforms but to create one that could accommodate their own audience. They created their own channel, http://socialmedia.mayoclinic.org/, to better serve them! They wanted to educate their audience, and they found value in doing so in a more collaborative way so all their employees would learn how to share and exchange the Mayo Clinic’s ideals to better serve their audience.  As Lee Aase, Director of the Mayo Clinic Social Media Network, stated recently “Our employees make our brand every day.”

Empowering their employees. Educating their employees about the right use of social media would help them to be professionally responsive and to make wise decisions in their use of social media, but, ultimately, it benefits the Mayo Clinic. “We want to make healthcare better. If we can do that through social, then we want to do that,” Lee Aase pointed out.

Giving their users the right tools. While great strategic ideas will help medical companies on their social media journey, it’s important not to forget what their audience wants as well. Interaction is important, but great in-depth content will be mandatory to fulfill their patient’s needs.

Social media foundation from the inside out. Through the use of internal and external social platforms, the director of the Mayo Clinic Social Network has been able to meet the needs of their diverse patient communities health care professionals and staff, translating the Mayo Clinic’s mission of placing the patient first. “We trust our employees with narcotics and sharp instruments, so we can probably trust them with Facebook and Twitter, too.”- Lee Aase.

Embracing innovation. Through the creation of the Center for Innovation, the Mayo Clinic has opened the doors of user interaction, giving them the opportunity to ask doctors questions online so that patients have a better approach to their day-to-day healthcare experiences. This platform has given the power of healthcare back to the patients in the form of a tablet, computer, laptop, or smartphone.

By recreating the collaborative environment that the Mayo Clinic has set up, your staff will be able to provide the best patient care and will feel better about sharing what they have learned with others. While nowadays, only 26% of all hospitals in the US participate in social media, the future of social media and content marketing will be normal for users to engage with the healthcare industry on a daily basis. With that being said, the sooner your company jumps into this social health strategy, the more opportunities you’ll have to stand out from your competitors and to start to build that trust with your community. Keep in mind that users get their healthcare information online and most do so from their trusted social networks. Are you ready to give the power of healthcare back to your users by creating a solid content marketing journey? If so, we are here to help!