This is our first podcast for our monthly Q&A  series. In this podcast, we will go over – Why is it so important to do a social media audit and get rid of old accounts?  – Does blogging help your SEO and how can you find keywords/phrases to blog about?  – Why is it important to mix up your social media content?  – What are a few tools we use to make our digital marketing life a bit easier?  – Why should you be running Facebook ads, even if you feel they haven’t been successful before.

6 Ways to Maximize Your Video Content

There is no denying that videos are the most engaging type of content. They bring concepts to life, captures attention, and engages viewers. But let’s face it. Creating quality video content requires a lot of time and effort. It only makes sense to maximize its potential by converting it into different content formats.

Repurposing content doesn’t just save you time and resources, it also increases reach. Ready to stretch your video content as far as it can go? We listed down some of the most effective ways to repurpose your video content.

Create branded quote graphics with snippets from your video

Are you creating branded graphics for your practice? If not, then you should be. Branded graphics tell your story with visuals, attract your target audience, and create a uniform look across all your available channels.

Create branded graphics by using quotes from any of your video content. Use tools like Canva to create a visually appealing quote graphic. Make sure that your brand colors and fonts are reflected in your images. You want to ensure that your branding is consistent across your social channels.

Turn video content into a blog post

Are you running low on ideas for your blog? Consider turning your video content into a blog post. You can do this by either creating a blog post on that particular topic or posting the transcript of the video. Make sure to add the video recording in your blog post.

While video content is great, search engines like Google cannot crawl videos. By posting the transcriptions in the form of blogs posts, you’re creating content for Google to crawl. This can help your content rank in a number of ways. Plus, it provides a way to broaden the reach of your video content.

Trim clips and share them on Instagram

Videos are one of the most common types of content shared on Instagram, and for good reasons. They capture the attention of your target audience and get better engagement.

Instagram videos can be anywhere between 3 and 60 seconds long, depending on the post type. Instead of trying to cram everything you want to say into a 60-second video, make a one-minute trailer for Instagram. Find the most important tidbits that you can share with your audience. Or better yet, find a hook that tells people what value they’ll get from watching the whole thing.

Create a webinar highlight reel

Webinars take so much time and work to organize. Not milking every cent of its worth is a huge mistake. Offering a 5-minute highlight reel will help you extract even more value from your webinar.

A highlight reel can be beneficial for those who missed the webinar. It provides a short digest of what they missed. At the same time, it creates the understanding that they’ll have to show up in future webinars if they want to get the full content.

You can also use a highlight reel to promote future webinars and attract new audiences. This will give prospects an idea of your style, tone, and what to expect if they participate in the webinar.

Turn your videos into a podcast episode

Podcasts seem to be a growing trend, and it’s here to stay. If you’ve been planning to start podcast, but didn’t have the time for it, then this may be the solution to your problem.

If you’ve accumulated a ton of video content, you may want to repurpose your best content into podcast episodes.

Extraordinary podcasts are born out of everyday conversations. If you’ve had interviews or conversations via Zoom or Google Meet, you can also share them as podcasts for everyone to hear. This is one simple way to make the most out of your video content without a lot of work.

Use patient testimonial as a video ad

Patient testimonials help build your credibility. If you’re looking to build a larger, more invested audience, you want to use customer testimonials to promote your brand.

Providing social proof and real customer testimonials is one of the most effective ways to gain the trust of potential clients. Let your happy clients and patients do the talking and make an impact on your conversion rates. Make sure, though, that you got the patient’s approval first before using the video for this purpose.

6 Ways to Maximize Your Video Content

 

6 Ways to Maximize Your Video Content for Your Family Medicine Practice6 Ways to Maximize Your Video Content for Your Nutrition Practice

6 Ways to Maximize Your Video Content for Your Health and Wellness Practice

5 Content Marketing Ideas for Your Practice

Content marketing involves creating and sharing content that attracts and interests your target audience. The goal is to create high quality content that your audience will find valuable. When done right, it can convert prospects to patients or clients.

If you’re thinking of using content to attract patients and clients, it’s a great decision. By providing your audience with useful and relevant content, they are more likely to engage with you, share the content with their family and friends, and return for more. Not only will it capture the attention of your target audience, it will also help you build your credibility and position yourself as an industry leader.

As compared to other sectors, the healthcare market has shown a slow adaption rate when it comes to content marketing. By implementing a content strategy now, you’ll have less competition in your industry and get ahead of your competition.

Here are 5 content marketing ideas for your practice.

Blogging for Health and Wellness Practices

There may be lots of content out there, but they will never be enough to satisfy our thirst for knowledge.

Blogs are a great way to share new and relevant information while attracting new visitors to your stie. But before you start putting your content strategy into action, it is important that you know your audience well. The more effort you put into understanding your audience, the better you’ll be able to cater to their needs.

Keep your audience in mind when writing your content. Capture their attention by choosing topics they actually want to read about. If you’re a pediatrician, you can use your blog to offer insightful advice to parents, establish relationships with your audience, and attract new patients.

Once your blog is up and running, you’ll be surprised at the opportunities it brings. Establish your authority as a thought leader and you’ll find your practice climbing to the top search results.  

Interactive content for Medical Marketing

Content marketing doesn’t have to be a one-way conversation. Get your audience involved through interactive polls, quizzes, and challenges.

Let’s take UnitedHealthcare’s “We Dare You” campaign as an example. They were able to position themselves as a leading healthcare brand using this strategy. As part of their campaign, they provided their followers with quizzes and monthly challenges. The goal is to encourage people to make small changes and live healthier lives. Followers are then asked to share a photo of themselves performing that challenge.

“We Dare You” campaign received two silver awards – one for digital marketing and one for social media.

Patient spotlight series

Sharing patients’ stories and testimonials on your website is a great idea for the same reason Amazon user reviews are so powerful.

Unlike in retail industry, healthcare providers do not offer refund or “return services”. This is why patients conduct thorough research and read online reviews before booking an appointment with a healthcare provider. Without these reviews, you’ll be missing out on hundreds of new patients each year.

Make it easier for potential patients to choose you by shining a light on patient success stories. Patients trust other patients. And in success stories, you, your staff, and the facility are presented as capable. That’s what patients are looking for – a capable healthcare practitioner who can help them with their medical condition.

Video content in Healthcare Marketing

We don’t have to tell you how big video content is in today’s marketing world. People love videos. In fact, recent study shows that more than 500 million hours of videos are watched on Youtube every single day.

We believe that video would be an excellent marketing strategy for your health and wellness practice.

There is a wealth of video content ideas that you can explore – from sharing medical information to how-to videos.

If you’re a physical therapist, you can create a video series showing patients how to perform exercises at home. If you’re a yoga instructor, you can do some pose tutorials for different levels. Or talk about your personal experiences practicing yoga.

Infographics for Healthcare Data

People love information. But if you’re posting links to your blogs on social media, they might not even read them. Why? Because most people have a short attention span. They want to get the information they want without too much exerting too much effort. They want content that are easy to digest and understand. This is where infographics come in.

Infographics are more eye-catching than plain texts. They contain both photos and content, which naturally draw the eye. Infographics are also extremely shareable. Every click or share means more people seeing your content.

Overall, infographics are a fun, engaging medium that can generate a unique connection with your target market.

5 Content Marketing Ideas for Your Practice

5 Content Marketing Ideas for Your Nutrition Practice5 Content Marketing Ideas for Your Yoga Practice

5 Content Marketing Ideas for Your Healthcare Practice

5 Reasons You Need a Social Media Content Calendar

Social media has become an integral part of many businesses’ marketing strategy. It helps you connect with your audience, increase awareness about your brand, and generate more business.

With so many social media platforms to manage and publish in, it’s important to have a plan and stay organized for what and when you’re going to share on each platform. Having a social media content calendar will make things a lot easier.

What is a social media content calendar?

A social media calendar is a document that is used to plan out and organize future content. It allows you to visualize how your marketing looks like in the coming weeks or months and tweak any scheduled posts as necessary.

Content calendars can come in several forms. It can be a spreadsheet, hand-written calendar or a software. The purpose of a social media calendar is to provide a framework for scheduling out when and which content will be published across different social media channels.

A content calendar do wonders for your business. Here are 5 reasons why you need a social media content calendar.

Save time

You need to post regularly for your business to benefit from social media. But we all know that managing multiple social media accounts can be challenging, not to mention time consuming.

The purpose of using a content calendar is to help you plan out content ahead of time and schedule posts across multiple channels at once. With an effective calendar, you can schedule content weeks or months ahead of time. You no longer have to worry about falling behind if you become too busy or if something comes up.

A content calendar will not only help alleviate some of the day-to-day stressors, but it can also help you reach your long-term business goals. Freeing up more time, you can now focus on more important aspects of the business.

Never forget important dates

Holidays and other important events offer excellent opportunities to create engaging content. With a hectic schedule, it can be easy for important dates to slip your mind. Missing important dates can represent a lost opportunity.

An organized calendar helps reduce the chaos of scrambling to post it on time. Taking note of future events, you’ll have enough time to create the best possible content for the occasion instead of just churning out content at the last minute.

Having a content calendar alleviates the fear of forgetting important dates. Plus, it ensures that your content is being published when your audience is active.

Plan and organize your social media marketing strategy

Providing your audience with relevant, informative, and entertaining content is the key to keep your audience engaged.

When posting on social media, you want it to be a mix of industry news, inspiring content, content from others, and your own content. Using a content calendar allows you to visualize your content strategy over time. You’ll have plenty of time to fill it with relevant topics that resonate with your audience.

Without effective planning, you may run the risk of posting a topic that you have already discussed a few weeks ago. A social media content calendar will help you keep things in check, so you can avoid such blunders.

Brainstorm ideas

Instead of making last-minute decisions about what types of content to publish, you’ll have the advantage of getting feedback from your team members.

Every piece of content start with ideas, and you’ll need a lot of them to fill your calendar. When you plan out your social media content in advance, teams from different departments  can contribute ideas, make edits, and plan future content.

They can use their knowledge to fill the space with relevant content that is valuable to your audience. Hence, you can be sure that you’re putting out the best and most relevant content.

Turn chaos into harmony

Collaboration with team members often lead to fresh ideas and greater return on investment. However, it can also be tricky to pull off efficiently. It can be further complicated by remote work.

A social media content calendar is a great way to collaborate. It can serve as a communication tool for the whole team. This is where topics, ideas, contents, and dates are placed. It helps keep every member of the team on the same page and stay on track of publishing.

Having a central place for different teams across your organization to manage social media content allows for a much smoother implantation of your social media marketing agenda.

5 Reasons You Need a Social Media Content Calendar

 

5 Reasons You Need a Social Media Content Calendar 

5 Reasons You Need a Social Media Content Calendar

5 Holiday Marketing Ideas for Your Medical Practice

Patient’s interest and behavior change during the holiday season. During this time of year, people are usually focused on shopping, office parties, and family gatherings. There may be a significant decrease in the number of patients, but that doesn’t mean that there’s less interest in health towards the rest of the year.

Stand out in marketing your practice and boost patient engagement with these holiday marketing tips. 

“12 days” email series 

“The Twelve Days of Christmas” is one of the most popular Christmas songs. During the holiday season, it is heard everywhere – TV commercials, shopping malls, school programs, and even church functions. Why not use it as an inspiration for your holiday email marketing campaign? 

Email marketing is one of the best channels to help you stay top of mind and build a lasting relationship with your patients. During the holidays, it would be a great idea to create a “12 days” email series and send them to people on your email list. 

You can create countdowns with a different daily message – remind people to book an appointment before the year ends, share healthy holiday recipes, and offer tips for staying healthy through the holidays. 

Shine light on a worthy cause

The holiday season is the perfect time to focus on giving and gratitude. Aligning with a charitable cause will put your practice in a positive light and show your community what you value. 

One of the best ways for you to get noticed this season is to turn the spotlight away from you and highlight a charity that you support. Participate in volunteer efforts that are relevant to your target patients. It helps you cast a wide net and position you as an expert. 

Spread some holiday cheer by sponsoring a local charity event or a fundraiser. Encourage your audience to participate in the holiday giving campaign. You can offer a discount of a particular product or service in exchange for a gift donation. Your patients give back, needy kids get some gifts, and your practice gets more patients. It’s a win-win. 

Hold a social media photo contest 

Social media contests are great because they accomplish several marketing goals at once. When done properly and effectively, they can help you build a strong following, increase engagement, and really connect with your audience. With Christmas in the offing, it would be a great idea to run a contest that encapsulates this joyful festival. 

If you’re a dentist, host a “show us your smile” photo contest with a holiday twist. Have participants submit pictures of their smiling kids on social media. Don’t forget to create a branded hashtag that you can use to collect all those photos. 

The prize should be something that is relevant to your practice. For instance, you can offer free cleaning or teeth whitening. 

By adding a bit of fun to your marketing campaign, you can convince your clients that they don’t have to dread a visit to your practice. 

Film a holiday video 

Humans are very visually oriented. Studies suggest that people find video content more interesting, more engaging, and more memorable as compared to other types of content. 

Patients like healthcare providers who come across as gentle, kind, and human. Videos are a great way to show your human side and showcase your personality. The holidays are a great time to show off your holiday spirit and capture that cheer on video. You can create a short video to send your patients a warm, heartfelt message. If you are a pediatrician, you can dress up like Santa. Kids will love it. 

Get creative and don’t forget to share your video on different social media channels. 

Write holiday-related blog posts 

This holiday season, you might want to share some tips and information that your audience would find valuable. 

If you treat patients with diabetes, it is a good idea to provide tips on how to keep their weight and blood sugar levels under control during the holidays. If you’re a dermatologist, you can offer some skincare tips for winter or how to achieve healthy, glowing skin in time for their office party.  

Since the majority of people check on their social media accounts on a daily basis, we highly recommend that you share them on your pages. Creating timely and relevant content increases the likelihood that your blog posts will be shared.

Video Marketing Tools:

Shortcuts
iMovie

The 20 Best Video Editing Apps for 2019

Subscribe to our Podcast here

 

5 Holiday Marketing Ideas for Your Medical Practice

Blog to Boost SEO for Healthcare Providers

In today’s episode we are going to be talking about blogging for your healthcare center or your wellness practice. Blogging is one of the best ways for you to share your knowledge and your education with prospects and with your network online.

Additionally, a well-written blog post helps to boost your search engine (SEO) rankings for your website thus driving more traffic, to your website for specific keywords and keyword phrases.

It’s always important as you’re writing a blog post to keep both that end user, or that potential patient in mind as well as keeping the search engines in mind too.

How do you go about finding topics to blog about, how do you go about writing that blog post and structuring it, and how do you share it after it’s written?

These are the key elements that we will be covering today in the video about How to Blog to Boost SEO for Healthcare Providers.

For a step by step guide to blogging, please visit: How to Easily Write a Blog Post.

Watch the Episode

Listen to the Health and Wellness Marketing Podcast Episode

Read the full digital marketing for healthcare transcript:

00:00 Caitlin McDonald: Hello and welcome to the Social Speak Network podcast. I’m Caitlin McDonald and I am the co-founder of Social Speak. And today’s episode we are going to be talking about blogging for your healthcare center or your wellness practice. Now blogging is one of the best ways for you to share your knowledge and your education with prospects and with your network online. Additionally, a well-written blog post helps to boost your search engine rankings for your website thus driving more traffic, to your website for specific keywords and keyword phrases. So it’s always important as you’re writing a blog post to keep both that end user, or that potential patient in mind as well as keeping the search engines in mind too. So how do you go about finding topics to blog about how do you go about writing that blog post and structuring it and how do you share it after it’s written. So that’s what we’re going to be covering today.

01:19 CM: So the first part of that question is thinking about what topics you should blog about. Now, it’s always important to blog about something that you are knowledgeable about. So you want to make sure that you’re blogging about topics within your practice or industry that you actually know about and care about. If you are not the specialist in that topic, find somebody in your practice who’s better suited to write about it or who can at least edit the information that you’ve put out. We find this often especially with some smaller health care centers where they have one person who’s in charge of doing the blogging. Unfortunately, they don’t necessarily have the expertise in whatever specific topic there is. For our team, for example, when we are going into a new practice, we make sure that we are matching that practice up with a writer who’s going to be suited to talk about those topics. If we’re talking about Pediatrics, or if we’re talking about pain management, we might have two different writers for those two topics. They’re very different, and they require a different level of understanding of who that patient is, what that patient journey is and everything like that. So let’s get back to writing that blog post, so to find a topic to write about one make sure that it’s something that you are very knowledgeable about two, make sure that some people are searching for it.

03:03 CM: So what I typically recommend doing is taking out a pen and paper, and actually writing a list of different topics that you talk about with patients and with prospects. So by this I mean, what are the questions that people are asking you what are their top concerns what are they looking for, what benefit does the practice provide to them what are the specialties of your practice, what additional things can your services and specialties help to solve for your patients? Now take a look at this list and what I recommend doing is hopping on over to Google and starting to type in these, the phrases, what you’ll see is that Google will pre-populate other searches that are related to it, or searches that other people search for. Now, there are also tools that you can use to do this research. So, I like first starting out doing your own brainstorm looking at Google search results and just set your timer take about 30 minutes to do this exercise, make as many notes as you can.

04:22 CM: I often find myself hand-writing them, probably it would be a little bit more streamlined if you do this for yourself, in a spreadsheet so that you don’t replicate work over time. The next thing to do is either head on over to Keyword finder kwfinder.com or over to Neil Patel’s Uberselect app. Now this is a new app that he has brought to the market and it currently is completely free. So what you do is, within this app and I’ll have a link down below, excuse me Ubersuggest not Uberselect, Ubersuggest app. And so it’s Neil… Excuse me, app.neilpatel.com/en/ubersuggest is one way that you can get there or you can just do a Google search for it as well but what you do is there is a related keyword ideas sort of tool within there, and so you can actually type in some of those keywords and keyword phrases.

05:30 CM: And you can see what other search results folks are looking for. Keyword finder you can do the same thing, however, now it is limited to just a few searches per month on that free account. So I do recommend jumping over to Neil Patel’s tool. When you are utilizing this tool and I don’t have it up in front of me. So that’s going to be a whole new blog post and tutorial about how we utilize it. But when you use it, you can see one, what keywords your competitors are looking for and two what those related search terms are for the ones that you enter into that search field. Now, we recommend filtering these results so that you are looking for keywords with a low keyword difficulty score. We recommend to start off if you’re just starting off blogging, putting in a keyword score, a maximum keyword score of about 20, maybe 30.

06:30 CM: Now, this means that it is hypothetically easier to rank for these keywords, you’ll find that typically the result that pops out there is going to be a long-term keyword so a keyword phrase rather than back pain for example, another thing that you can do is you can plug in the number of searches per month for that keyword. Now as you’re starting off blogging we recommend writing blog posts and trying to rank for keywords that don’t have as many searches for them. So I would plug in a number like 500 here.

07:12 CM: So you’re looking for searches where there are fewer than 500 searches for them and where the keyword difficulty score is fairly low. The reason why we do this is, and I’m taking this from one of our interviews a while ago, I is because we follow the skyscraper approach to keyword research and blogging for that SEO benefit. What this means is, if you visualize the Skyline, we are targeting the low-buildings, So we’re targeting the buildings that, Yes, they don’t have as much traffic, but they also don’t have as much competition for them. Then over time, as you’re proving your worth to Google, you can start bidding for those higher skyscrapers. So you can start writing content that has more searches and a higher keyword difficulty, score. So you’ve done your list of your brainstorm of all the topics you’ve jumped over to the Ubersuggest app on Neil Patel’s website, you’ve done your keyword research there and you’ve chosen a topic now what do you do? This part is actually my favorite, and it’s seeing what other people have written about that keyword phrase.

08:39 CM: And so what you want to do is just type it into Google and take a look, open up a few of the searches excuse me, search results that come up for that phrase. When you open up the articles I recommend, not reading them word for word, but doing a cursory skim, just to see what other headlines and sub-topics people are talking about. Then close all of the windows take out either your notebook and piece of paper again or jump over to your spreadsheet or a Word document, you could even open up your blog post if you want to a blog post draft and write the outline that you want to follow for that blog post. Now I always recommend putting that title, excuse me, putting that keyword phrase as the title of the blog post or at least in the title of the blog post this will help you rank even better and also make sure that people who are searching specifically for that phrase know that you are the place to go when they see it up in the organic listings. So you’ve done the cursory outline for your blog post and now we recommend filling in the content.

10:03 CM: So what you’re going to have, what you should see on your paper are major topics that you want to cover, sub-categories or sub-topics that you want to cover, And then maybe a couple of bullet points that you wanna make sure that you touch on. So underneath each of these items, type in two to three or more sentences or bullet points for each of these. Now, if you do that, and if you are putting together a robust outline, you might find that at that first go, you already have a 1500-word blog post. I’ve done this before where I’ve done an outline and the outline itself, was over 500 words long. That makes writing a longer blog post very straight forward. Now, let’s say you sit down to fill out these bullet points and you just have a mind block, you can’t think of anything to put down. I recommend jumping over to Google Docs, and under, if you open up a new doc, you can click tools and then you can do voice record. So if you do this you can actually record yourself speaking and make a transcription of what you’re going to say and so you can create a few sentences, if you feel more comfortable speaking rather than sitting down in writing, you can at least talk through some of the bullet points, so that you have something that then you can convert into a nicely written blog post.

11:35 CM: Now, if all else fails, if you have this outline that’s put together and that’s tapping into your knowledge about what topics should be talked about, you can then Hop on over to WriterAccess or Upwork on, to have somebody else fill in the blanks and write the content. This is an easy way to make sure that you’ve done the research in terms of what other people are looking for, you’ve added your expertise on that specific topic, and then you’re just getting someone to fill in the blanks now to make a blog post work even better for your business there are a few additional things that we recommend adding, the first is video so you’ll see in all of our videos excuse me, in all of our blog posts. We have a video embedded in the blog post as well. Now, having this video adds a multi-media element to your blog post, the multimedia element, allows different people to come and view it. People who wouldn’t necessarily be reading your blog post, maybe they’re more interested in listening to it or watching it.

12:46 CM: So, this adds additional SEO benefit because you’re keeping people on your page longer, and you are uploading the video to YouTube which is in fact the second largest search engine and also owned by Google. So you might be adding an additional place for your name and brand to show up in search results. Another thing that you can do with this video is you can create a transcription of it. So I talked about transcribing with the Google Voice On the Google Doc in order to write the content but if you do a video, that goes into deeper detail on one or two of the topics that you talk about in the video, you can actually create a transcription of that video and add that to the bottom of your blog post. I believe it’s something around 10 minutes of speaking typically equates to about 2500 or 3000 words. Now, imagine what that can do for the content on your website. Now, after you write your blog post, it’s important to make sure that you’re going through for formatting.

14:09 CM: When we go through for formatting we take a look at the outline that you originally created and make sure all of those main topics are header twos, then those sub-topics are header threes, and the topics below that are header fours. Typically within a longer blog post, you’ll see something like two header twos, three to five header threes and four or more header fours. This allows Google to see what those most important categories are and if your website was structured properly in the CSS and the styling those elements are going to be bolded, or have more, more prominent on a page rather than just the written text. Additionally, we recommend linking two services pages from that blog post. So again, let’s say you’re talking about back pain and you have a service that is great for back pain. It could be massage it could be a surgery, or a specialist. You want to make sure that that Back pain topic excuse me, the back pain text is linked to the services page or more information about how you can help with back pain. This is called inner page linking.

15:27 CM: And so by doing that again, you’re getting people to more resources. You can also add a section of related posts to your blog post so let’s say you’re talking about one specific specialty within your blog post link to or add the related blog post that also have to do with that specialty or potentially this is a physician interview link to the other blog posts that have physician interviews And it helps keep people on the site longer, so that they know like and trust you more. It also signals to Google that people are finding the information that they want when they view your site and that helps to increase the Domain Authority and where your website is positioned compared to competitors, in the organic search results. The last thing to do with your blog post for your health care and wellness center is to share it to the world. So the past few weeks we’ve been talking about a lot of different tactics that you can do to make this happen. The first would be sharing it to social media, the second sharing it to your newsletter, the third making sure that you are sharing it through sponsored advertising on Facebook. This could be as a boosted post. Your organic reach you’re going to find is fairly low. And we talked about this with the reach apocalypse the other week. So you are going to have to boost the post with at least a little bit of money behind it in order to make sure that it is reaching your audience and other people who might be interested in reading it.

17:11 CM: Now, I hope that this has been helpful. If you have any questions about how to write a blog post for your wellness center please don’t hesitate to reach out. We have blog posts and other resources about how to do this over on our website at socialspeaknetwork.com, And we would love to chat with you to see how we can help with the process. So thank you so much for tuning in. My name’s Caitlin McDonald, I’m here with the social speak network and I can’t wait to see you next time on our next podcast episode.

Healthcare is an ever-expanding, ultra-competitive marketplace. It can also be very technical and jargon-heavy, which can be off-putting to most people. To remain competitive in an ever-evolving industry, it is important to employ creative marketing tactics that cut through the clutter. 

Take a look at these 6 successful healthcare marketing campaigns and start pondering how your company can leverage similar tactics.

Johnson & Johnson – Campaign for Nursing’s Future

Nurses are an incredibly dedicated group of professionals who tirelessly lend love and support to their patients. Unfortunately, in 2002, the U.S. faced the most profound shortage of nurses in history.

In response to reports of a dire shortage of nurses, Johnson & Johnson launched the “Campaign for Nursing’s Future”. It is a public awareness campaign that aims to encourage people to become nurses and nurse educators, as well as to retain nurses currently in the system.

The campaign not only helped increase the awareness of the value of the nursing profession, but it also gave nurses an opportunity to share their stories. 15 years after the campaign was launched, Johnson & Johnson profiled some of the nurses who benefited from this campaign. 

Campaign Sources:
https://nursing.jnj.com/
https://www.jnj.com/tag/campaign-for-nursings-future
https://www.facebook.com/CampaignForNursing/

The Johnson & Johnson Campaign for Nursing

Dana-Farber Brigham & Women’s Cancer Center – You Have Us Campaign

A cancer diagnosis can affect much more than the physical body. Dana-Farber Brigham & Women’s Cancer Center created a campaign to help empower patients who are dealing with cancer.

To encourage a more personal approach to cancer treatment, they created the slogan, “Right now you may have cancer. But what your cancer doesn’t know is – You Have Us.”

By sharing confidence-inspiring online videos and words of encouragement, the campaign made a tremendous impact on their audience. 

The “You Have Us” campaign became successful because it built trust between the Cancer Center’s personnel and their target audience.

Campaign Sources:
https://www.youhaveus.org/


https://www.facebook.com/danafarbercancerinstitute

Dana-Farber/Brigham and Women's Cancer Center - You Have Us

Arkansas Children’s Hospital – #100DeadliestDays Campaign

Dr. Sam Smith, Surgeon-in-Chief at Arkansas Children’s Hospital, shocked everyone with his claim that kids are more likely to get hurt, injured or die between Memorial Day and Labor Day.

The campaign’s purpose was to raise awareness of the dangerous time period between Memorial Day and Labor Day. They wanted to make sure that parents know the risks their children face during this season.

With the #100DeadliestDays, Arkansas Children’s Hospital provided a tip each day to help increase safety for kids and teens. They also shared some safety facts and other valuable information on their social media channels.   

This campaign has been very successful and has received a lot of attention from the media and the public. It is memorable, worth sharing, and it also had the shock factor.

Campaign Sources:
https://www.archildrens.org/health-and-wellness/happy-and-healthy-blog/100-deadliest-days-for-kids
https://www.facebook.com/ArkansasChildrens
100 Deadliest Days for Kids

UnitedHealthcare – We Dare You Campaign

Many healthcare providers encourage their audience to adopt healthy habits, but UnitedHealthcare took it a step further by adding a social media element to their campaign.

The award-winning UnitedHealthcare Campaign, We Dare You, is a great example of a wellness campaign in action. Each month, there are new fun challenges and quizzes that are aimed at encouraging their followers to take the first step to a healthier lifestyle and then document it on social media.

The We Dare You Campaign is one of the most successful healthcare marketing campaigns, as it won 8 awards – 2 Healthcare Advertising Awards, 2 Hermes Awards, and an Aster Award. 

Campaign Sources:
http://42cdev.com/client/wedareyoutoshare.com/?now=2015-09-01
https://www.facebook.com/UnitedHealthcare/

United Healthcare We Dare you

Carilion Clinic – #YESMAMM Campaign

When clinicians noticed that many women in Roanoke Valley were not getting mammograms, Carilion Clinic decided to launch the campaign, “YES MAMM, Say Yes to Your Annual Mammogram”. They also provided screening location throughout western Virginian.

The goal of this campaign is to raise awareness about breast cancer and the need for early detection. They used #YESMAMM to answer common questions about breast cancer from their audience. It also drove traffic to their website, where they urge women to make an appointment at one of their local labs. 

#YESMAMM is a perfect example of the power of hashtags to start a movement. In fact, it is one of the most successful healthcare marketing campaigns. 8 years after the birth of the Yes Mamm campaign, Carilion Clinic is still getting kudos. 

Campaign Sources:
https://www.carilionclinic.org/
https://www.facebook.com/carilionclinic
#YESMAMM

New York Presbyterian Hospital – Patient Stories

Nothing drives a message home like a well-told story. When they realized that patients wanted an outlet for telling their stories, New York Presbyterian Hospital harnessed the power of social media to share patients’ stories and connect with their target audience. They even created an entire video marketing strategy around this concept, and that’s something of a game-changer.

Patients’ stories and testimonies can trigger emotions of empathy. By showcasing raw stories on how doctors and nurses helped patients, the result is something even more potent than drugs: hope, trust, and peace of mind.

This marketing campaign creates a sensitive tone for patients while shining a positive light on the medical practitioners and the hospital’s reputation. 

Campaign Sources:
https://www.nyp.org/home
https://www.nyp.org/patient-stories
https://www.nyp.org/kids/stories.html
https://www.youtube.com/user/newyorkpresbyterian
https://www.nyp.org/amazingthings/

#NYPSTORIES

If you need help strategizing your next digital marketing campaign please schedule your free 30-minute consultation today! 

Podcast Script Below:

00:02 Amber Irwin: Hello. Welcome to Social Speak Network’s podcast, I am your host, Amber Irwin. Today, we’re gonna be covering six successful healthcare marketing campaigns that may be able to inspire you to create a new marketing campaign for your practice. The first one I wanna talk to you was about, is Johnson & Johnson. Back in 2002, there was actually a shortage of nurses. Nurses are one of the most dedicated professions out there. They work long shifts, they deal with a lot of people, and they always have the ups and downs of everyone else’s lives. So, when there was that shortage, Johnson & Johnson created this campaign for nursing’s future, so they wanted to create a group of professionals who tirelessly lend love and support to their patients and really wanted to give them that support that they needed, that the nurses were giving to everyone else.

01:13 AI: And so it really went public and people started becoming more and more aware of what Johnson & Johnson were doing in this campaign. And so now it’s become… Being able to educate nurses, give them a ton of different donations of where nurses are supporting the community. Really an educational platform, a community, that Johnson & Johnson has built for the nursing profession, to really be able to provide them value. So on here, you’ll see there’s personal stories, different ways that Johnson & Johnson’s caring and giving back to the community, where they’ve come from. And so this is a campaign that’s been on for a long time, 15 years, and which is amazing, for something to last and still going strong 15 years later. This is huge. And really, it’s because of their why. They saw a shortage in something. They saw an area where they can give back and be more than just a product company and really give back to their why, which was nurses and be able to provide a community for them. So that is huge.

02:36 AI: The next one I wanna talk to you guys about is the Dana-Farber/Brigham Women’s Cancer Center. What they have created here is really a slogan about; Right now, you may have cancer, but what your cancer doesn’t know is you have us. So it’s really about talking to the patient as an individual and helping them understand the journey and what they are going to need to overcome what is ahead of them. Cancer, that C word is a very scary thing, regardless of what type of cancer it is. So what they have been able to do is really play off of that relationship and that story and educating their patients on what’s gonna work best for them.

03:36 AI: So it’s to help them empower patients who are dealing with cancer and what does their future look like. So that slogan, right now, you may have cancer, but what your cancer doesn’t know is you have us. That shows the patient like they care about me. You can see on their home page, it’s, you have us. You’re not in this alone. We are here to help you every step of the way. And to me, that gives me the chill bumps, that really connects with, especially as a woman, so this connects with me. And so this campaign that they have created and the slogan, it’s so simple, “you have us” and those three words have gone viral with them, because this is people… They trust them, they’re creating that relationship with them, and so what they’ve been able to do is provide that support. So that’s a huge, just moment of, “Okay I’m not alone, I have this practice behind me, I can do this.” They’re empowering their patients and guiding them through this journey of having cancer. So that is amazing.

04:53 AI: The next one is an interesting blog. So the Arkansas Children’s Hospital wrote this blog, and it is 100 deadliest days for kids. Now this blog was published back in 2014 and the hashtag, #100DeadliestDays, this thing spread like wildfire, because just the title, 100 deadliest days for kids. Oh my goodness, what is it? So this was the doctor writing about. Now, through Labor Day, marks a time when kids are most likely to be injured. Whether that was a broken bone, they were sick, accidents happen, or worst-case scenario, they unfortunately had seen the most children’s deaths within this time frame.

05:48 AI: So, this was written in June of 2014. And this is something that the Arkansas Children’s Hospital has been able to incorporate into their digital marketing and something that they’re constantly sharing and reminding people, it gave a purpose to raise awareness to the dangerous time period of Memorial Day to Labor Day. They wanted to make sure that parents knew the risks and what children were facing within that time. You have to think, that’s obviously the summer, you’re traveling, sports, being outside. This is also, unfortunately, where you see kids being left in cars. This is where Arkansas Children’s Hospital really wanted to bring that information to their audience and let people be more aware of the summer season is a time you really pay attention to these safety tips and make sure that your children are okay.

06:56 AI: So, one thing that they could do each year is they could come in here and they could update this blog post. So it’s always showing new and you’ll see that a lot with… Especially with the digital marketing, Hubspot, CoSchedule, social media today. They’ll write a blog that was a few years old. And then they’ll say updated as of a certain date because this article was such a powerful piece for their digital marketing. I would just take it a step further and update it, make sure that the information is still correct. Maybe if there are stats in here, you wanna make sure that the stats are are still relevant to today’s date, but this campaign for them was a huge success on such a sad, touchy subject. So, education is really important for your digital marketing, and a blog post just like this can become its own digital marketing campaign.

08:00 AI: The next one is going to be United Healthcare, “We Dare You” campaign. And many health care providers encourage their audience to adopt healthy habits, but United Healthcare took it a step further by adding a social media element to their campaign. This was an award-winning campaign by the way. This is an example of wellness campaign in action. Each month, there were new fun challenges, quizzes that were aimed at encouraging their followers to take the first step to a healthier lifestyle and then document it on social media. So, one really cool thing about this campaign is when you tie in your social media and your audience, people love to show off what they’re doing and especially if you challenge them. Challenges are great for social media, especially in the health and wellness industry, because they wanna show you this is what I’m doing, this is how I’ve improved my life, this is my recipe, and this is how I’m staying active.

09:09 AI: And so the fact that they not only gave quizzes and create their own challenges, but then they wanted their audience to share with them. And so this was one of the most successful healthcare marketing campaigns. And it won eight awards, two Healthcare Advertising Awards, and that is just amazing, along with a few other awards, but this is something to really think outside the box. Now, this is a big company, United Healthcare is huge, we know that. But thinking of what your practice can do on a smaller scale. And we always say, it’s not the quantity of likes you have, it’s the quality. So if you have, let’s say 2000 likes, and of those 2000 likes, you’re getting between 600 and 800 people engaging on a monthly basis. That’s your loyal fan base. Take advantage of that loyal fan base and ask them to submit photos. Maybe you do a recipe competition, and you’re looking for the best Paleo recipe, the best Keto recipe, the best gluten-free recipe. Maybe within your practice you’re talking to your patients about these different types of a healthy lifestyle and you can tie in those conversations and those topics into your social media. So it marries the offline and the online together. So this was a great, great campaign. I love being able to see how many people were a part of it, all the awards that United Healthcare won, but it just makes you think, “Okay, let’s think outside the box.”

10:55 AI: The next one is the Caroline Clinic, and this was… They did a campaign that was all about #yesmamm, M-A-M-M. And this was all about their saying “Yes” to mammograms. So they wanted to make sure that women were taking care of their bodies, making sure that they were getting the annual mammograms or every three-year mammograms, based on what their doctor had said. They also provided screenings at that location throughout Western Virginia. So this is again something where they’re saying, “This is what we wanna help you with. Here’s how we’re gonna help you. This is what we believe in. This is what we want.” And so they had a pull-up their Facebook page. This was their campaign was this hashtag #yesmamm, M-A-M-M for mammograms. And the goal of the campaign was just really to raise awareness about breast cancer and the need for early detection, to educate their audience to really just understand how important it is for that preventative, for that checking and making sure that you are doing the right things and how to do the right things, et cetera. So this was a great campaign. I love being able to brand something that is to your target market that they can relate with. So that was huge. And it’s catchy, YesMamm. That’s what people wanna see.

12:43 AI: The last one is the New York Presbyterian Hospital. Their campaign was all about the patients and children’s stories. And nothing can sell a company better than patient testimonials. The stories behind the people that you serve, that you’ve helped. And that storytelling is such a big piece with digital marketing and marketing in general. This is why you see so many testimonials for info commercials. It’s those personal stories. It’s that, “Oh my gosh, I’m not alone. I dealt with that,” or “They’re just like me,” or “I’m not the only one,” whatever that is in our heads that’s playing. Being able to have patient stories is a huge piece of your digital marketing. And so what they’ve done is they’ve created a whole campaign showcasing raw stories on how the doctors and nurses had helped their patients, both adults and children. And the results… Something even more… What the patients were dealing with whether that was drugs, car accidents, sickness, they were able to tell their story, share how their experience was with New York Presbyterian Hospital, how the doctors help them and then what the result was. So because they came here, how was their life changed?

14:23 AI: And that’s the biggest thing, is they wanna know what’s that end goal and this shines such a positive light with their audience. And they actually had patients for adult stories and then also children stories. So they took it a step further to showcase what children are dealing with as well, and how they’ve been able to help them. So they have on their website to share your stories that will… Your experience. They wanna be able to shed that positive light and really be able to help other patients that are struggling with similar things. So, raw stories is just such an important piece and I wish that companies did more of this. And I know it’s something that’s… It’s a hard thing to do. One, you have to orchestrate that are you gonna… Is it gonna be a written testimonials or story? Is it gonna be video? And if it’s gonna be video, do people wanna be on a video? Do people wanna share their story? And so you have to be able to look at who your target market is. What your patients are going through? How has their life changed since they’ve been seeing you and being able to better their life?

15:49 AI: I feel like more and more people now are more willing to share their story to help others because they see the greater good. So as you’re putting together or thinking of these campaigns that you want to put together, think of these six examples. And be able to be able maybe pick and pull from different ones, different ideas that you’ve liked and really be able to look at your practice as a whole. And how are you helping your clients? What are they struggling with? What are their needs? And being able to put a campaign together for your digital marketing, to attract more people into your practice that you could help. Because at the end of the day that’s all why we’re in business because we wanna help more people. We wanna help the greater good. That’s our why, so how do we reach them? And that’s an amazing thing with digital marketing. There are so many different ways that we can do this.

16:45 AI: So, if you need help and you are just struggling with creating a good campaign or wanna run some ideas past us, please head on over to socialspeaknetwork.com. Schedule a free 30-minute consultation. We love to be able to brainstorm ideas and figure out what’s the best route for you and your practice and be able to provide that feedback. Sometimes it’s just nice to have a listening ear on, “This is what our practice is thinking, does it make sense? Do you think it would work?” So again, Social Speak Network, free consultation, and until next time, please subscribe on iTunes or on Podbean. Have a great day.

6 Successful Healthcare Marketing Campaigns You Need to See Pinterest

Digital marketing is becoming the new wave of healthcare marketing. With the growing competition in the healthcare industry, it is important to stay on top of digital marketing and keep your organization at the forefront of change.

Ever wonder what it takes to create a successful healthcare marketing campaign?

We listed down some tips that you can incorporate into your marketing plan right away.

Know your target audience

A successful healthcare marketing campaigns starts with knowing who your audience is and what they value. To produce great results, you first need to create a well-defined persona profile.

Vividly picture who is it that you want to attract to your doorstep and what matters most to them. The more specifically you define your audience, the more likely you are to inspire a positive response.

Carefully and precisely defining your target audience will ensure that you’re not making the wrong assumption about what your audience values. Plus, it will improve your efficiency since you’ll have a good idea about what media to use and how to shape a compelling message that brings a response.

Combine healthcare and social media

Today, social media isn’t just a place for family and friends to stay in touch. It also allows doctors and medical experts to connect with their current and potential patients.

Now that you know who your target audience is, use social media to reach your key audience. Tapping into online communities and sharing health information can be a game-changer in your healthcare marketing plan. Keep in mind, though, that each platform has its own voice and audience. When you create social media content, make sure that the message is tailored to different audience and channels.

Make wellness a lot more fun

Health and wellness is a serious topic, but that doesn’t mean that your campaign should be boring and uninspiring. Let’s take cues from UnitedHealthCare’s successful healthcare marketing campaign – We Dare You.

UnitedHealthcare created an interactive campaign that dares people to make one small change to live healthier lives and document it on social media. Each month, there are new challenges and quizzes aimed at inspiring people to live a healthier lifestyle. There are prizes involved too.

The multi-awarded “We Dare You” campaign not only led to healthier habits, but it also fostered an interactive online community of brand loyalists.

Establish an email marketing plan

Email marketing is an effective means of transmitting messages to your current and prospective audience. In fact, studies suggest that email marketing is 40 times more effective at acquiring new customers as compared to Facebook and Twitter. When done right, it can help you grow your practice and reach a larger amount of patients.

With email marketing, the audience is openly receptive, and relative cost is low, and the rate of return can be exceptionally high. You can promote your services in a cost-effective way while building a relationship with your patients.

Google yourself

Studies suggest that physicians and other medical practitioners receive up to 45% of new patients through referral. Though most patients would consider the referral of other doctors, family, and friends, the majority of them will run a Google search of your name and check out your reputation before booking an appointment.

The survey revealed that 60% of patients wouldn’t book an appointment with a medical practitioner that has bad reviews. This is why you should Google yourself now.

By running a quick Google search of yourself, you’ll have a good idea of how your practice looks from a consumer’s perspective and know where to start when creating your digital strategy. 

If you unearth some negative results when you Google yourself, try to have the post taken down. But if that doesn’t work, then the best thing you can do is to suppress them with positive content.

Be a source of helpful information

In today’s digital world, most people’s inclination would be to open up a browser in Google and research about their own or their loved one’s condition. With so many people turning to the internet for answers, it is important that healthcare marketing is there to be a helpful and supportive guide.

Regularly post high-quality content that answers people’s questions and help them learn more about medical conditions they may be searching or procedures they may have to undergo. It is also a good idea to share important and relevant medical information to help people improve their health. This will help build your credibility and position yourself as an authority in your field. People may not run off and make an appointment, but you will be in their minds the next time they get sick.   

6 Tips for a Successful Healthcare Marketing Campaign