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.
Today, the competition is getting tougher and patients are getting smarter. Many of them even turn to Google for quick answers to health-related concerns. If you want to get more customers to your door, then you need to get in front of your audience and have a solid online presence. Otherwise, someone else will. This is why it’s important to have a healthcare marketing plan — so you can reach potential and existing patients at the best time.
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 campaign 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. People also use them to promote their business and reach their audience.
The power of social media extends to all industries, including healthcare. Social media platforms like Facebook, Twitter, Instagram, and LinkedIn can help you reach a wider audience and connect with your followers. It can also help you drive traffic and leads to your website.
Now that you know who your target audience is, it will be easier for you 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 audiences and channels.
You can also use paid advertising to increase brand awareness, improve visibility, and widen your reach. Don’t worry. You don’t need to spend a huge sum of money in order to get results. In fact, you can run a Facebook ad for a minimum budget of $5 a day. So go ahead and try it out, and adjust your budget later on.
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.
If you’re new to email marketing, you might want to start with growing your email list. To do that, you need to focus on reaching as many people as possible. Don’t worry. Getting your first 100 email subscribers isn’t as complicated as it seems. With an irresistible lead magnet, a killer landing page, and the power of social media, you’ll be able to grow your email list in no time.
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. It might seem silly, but it’s actually important.
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. You also want to make sure that all the information about you is correct and updated.
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 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. This will help them learn more about medical conditions they may be searching for 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.
By now, you probably already know that Linkedin is a great place to generate leads. And publishing valuable content on the platform positions you as an authority in your industry, so you started writing content.
You spent hours researching, writing, and editing. Finally, your article is ready for publishing. Beaming with excitement, you clicked “post”. A few minutes later, you checked again hoping to see some likes and comments. Unfortunately, there is none.
Here’s the thing… If you’re not getting views on your LinkedIn posts, then you’re missing out on thousands of potential leads. The good news is that you can boost your engagement rates with just a few tweaks.
Follow these tips to write Linkedin posts that attract views and engagement.
Headlines are crucial
If you’re not getting enough views and engagement, then you’re posts are probably missing one of the most powerful user attractions of all – an intriguing headline.
In a world full of noise, it is your headline that captures the attention of your audience. So take the extra time to consider what headline would grab people’s attention.
When writing a headline, you should always ask the question: “would this make me want to read on?”. If it doesn’t, then try again.
Create content that strikes a conversation
A lot of professionals and entrepreneurs are using Linkedin to promote their business. The problem is that many of them would just pump out content, promote their services, and then leave.
You see, you can’t just post content, leave, and expect unlimited traffic. It doesn’t work that way. Start treating your audience like real people. Talk to them. Genuinely ask people to give out their opinion on industry-related topics. Ask questions to get people talking.
By keeping the conversation genuine rather than salesy, you’ll leave a much better impression. Eventually, your engagement rate will rise, you’ll reach a wider audience, and grow your business in the process.
Tell your personal brand story
If you scroll through your LinkedIn feeds, you’ll notice that most people are sharing some tips, tricks, advice, etc. After all, we know that posting valuable, informative content is one way to capture the attention of your audience, right? Well, it does. But if you want to cut through the noise, then you need to differentiate yourself from the others — and telling your brand story helps.
If there’s anything the internet has taught us, it’s that everyone has a story. And believe it or not, people are more interested to read about your story than listen to your sales pitch. Your story may seem ordinary to you, but others may find it interesting. Go ahead and share your story with the world!
Make images work for you
You probably already know that social media posts with an eye-catching image get more views and engagements. It turns out, the same principle applies to LinkedIn. In fact, studies suggest that LinkedIn posts with images receive an average of 57,000 views; whereas, posts with no image only receive about 6,000 views. That’s a huge difference!
What does this tell us? Visuals play an important role in capturing the attention of readers. Using a visually attractive image with your content will make your posts standout in the LinkedIn feed.
Lower the reading level
Linkedin is a social media platform for professionals and entrepreneurs. The majority of them are well-educated, read frequently, and can understand complex content. So why would you lower the reading level? It’s all about the ease of comprehension.
Writing copy that is 5th to 6th-grade level is not talking down to educated readers. Rather, you want your audience to easily grasp and digest your content. If you go much higher than that, it will require concentration. Remember, the most powerful LinkedIn content is straightforward and easy to read.
You can use the Flesh-Kincaid score to determine whether or not your content is easy to comprehend. A higher score means the article is elementary.
Timing is everything
If you want to get your posts read, then you need to publish them at the most opportune time. You need to keep in mind that LinkedIn is primarily used by business professionals. That means you should publish your posts on weekdays.
Research shows that most articles are read between 1:00 and 2:00 PM, 4:00 and 5:00 PM, and 7:00 and 8:00 PM. Try to schedule your posts around these times.
Final thoughts
LinkedIn is such an awesome place for networking. It allows you to connect with some of the biggest names in the industry, as well as your prospects. One of the best ways to build a relationship with your connections is by providing value first — which you can do with your content.
Follow the tips above to establish your presence and strengthen your reputation. But if you need help writing killer LinkedIn content that hooks readers, we are here for you. Click that Free Consultation Link for a free 30-minute consultation.
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We are always talking to you about planning out your content, the importance of having a content calendar, researching your keywords, and it all comes down to consistency. With digital marketing, consistency is king, and this goes hand-in-hand with your social media posts. If you are trying to grow your social networks and you Google how to increase, or how to grow your Instagram followers or your Facebook likes, one of the first things that come up is consistency.
Social Media Consistency
Consistency can look different for each company, that could be maybe two posts per week, three posts per week, or a post every day, and you have to really decide what’s gonna be the best for your business, and if you’re just getting started, maybe starting out with only two or three posts per week, and as your followers grow, increasing that to maybe four or five posts per week. You also need to look at your audience to see when are they engaging with you? So what days of the week? Maybe Mondays are really not high engagement, but Saturdays are or Sundays, so maybe the weekdays are really when you want that engagement going on.
Also, think of is when your office is open. If your office is open Monday through Friday, it may make sense to just be posting Monday through Friday, and not the weekends, if somebody is not there to be able to monitor that activity. But you really need to have that content consistency with each social media platform. We always tell our clients to make sure that starting with, if you’re new to social media or you’ve had accounts but you haven’t really been actively using them, look at the ones where your clients are first. So if your patients or clients are on Facebook and Instagram, start there, and then maybe grow into LinkedIn, if you think Twitter would be the right fit, Pinterest. You don’t have to do them all, but you need to do the ones that you are managing the right way and have that consistency with your social media posts.
Blogging Consistency
A few years ago, even a year ago, having those cornerstone blogs were really important, and these cornerstone blogs could be 3000 to 5000 words, and not saying that blog content would be great on your website, but we were finding it was harder for our clients and us to put together such a big blog post, and it was taking up a lot more time where we weren’t having that consistency with these blogs. SEO is always changing and growing, and we really do follow Neil Patel and the foundation he has built. And so one of the strategies he has mentioned is doing smaller blog posts, so what we call micro-blogs. And this can be if you’re doing an Instagram post and you’re writing a long Instagram post already, you can just add to that and create a blog post. And again, that consistency is huge, because you’ve spent all this time, money, and energy on building this amazing website, and if you’re not feeding it, Google is not gonna see it. So these blog posts at that organic SEO to your website, and each time you are updating that blog post, Google is indexing that content.
Really work on what that micro-blog can be about, maybe you have one overarching content topic that you wanna talk about, and then you’re gonna write three or four or five little blogs that can be 750 words or even 500 words they can be short, sweet to the point. Maybe even thinking of asking a question. What questions are you being asked in your practice and addressing that one question? Go to Google just to search, start typing in that question and seeing what Google suggests, and then write your blog post based on that question, because people are clearly searching for that. So the more clear and niche you are on this micro-blogs, and if you did one per week or two per month, again, having that schedule that works for you, that you can stick to it. That is key.
Video Consistency
This also goes into our video marketing. Videos are huge. We have a podcast coming out with a videographer and his crew in LA, and it is really important, and I know you know this because if you listen to us, you know that we’ve been talking about video marketing, but it’s easy to do one video and then say, “Okay, I’ll do another one.” And a week goes by, two weeks go by, and you haven’t recorded the other video. So having that plan and being able to… If you’re doing these blog posts, add a video to the blog. Your social media strategy, have one video per week. Be consistent, and if it’s easier to take one hour a month and have a couple of different change of outfits and record six videos. These videos don’t need to belong, they can be a variation of one-minute videos to five-minute videos, maybe up to 10-minute videos, depending on the topic you’re talking about, and really just put them all together so you have them. You’re able to put them into your blog post, you’re able to use them on social media, put them on to YouTube, and there’s that consistency.
Start small, start with one per week and work your way up. Then this also goes into all this hard work you’re doing on the digital front, you want to make sure that you are having something where you’re collecting names and emails. In your ads, are you providing a freebie for your audience, are you collecting their name and email, and in return, they’re getting a handout that you’ve put together, maybe it is 10 easy ways to naturally lose weight, or if you are a pediatrician, maybe it is 10 healthy snacks or five healthy snacks for children under the age of 10, something along those lines. Think of these conversations that you’ve had with your patients and with your audience and what do they need and put together something that you can market to them.
Newsletter Consistency
You’re providing a value to them, but then you’re also being able to collect their name and email, be consistent with that newsletter, so they get a welcome email, and then once a month they’re getting a newsletter email from you, so you’re staying top of mind, and in that newsletter, you’re putting valuable content. In that newsletter, you can reuse some of the blog posts, you can do a customized video that’s introducing you and your staff to them if they’re new, so they have an idea, they really feel like they are building this know-like trust factor with you. So they feel comfortable when they’re coming in the door, and especially now with the pandemic going on and still having to take those protocols, video is more important now than ever because people aren’t just coming in, they’re doing their research, they’re trying to figure out where they really wanna go. So having that consistency with the newsletter is really important.
Podcast Consistency
If you’re taking it one step further and you have any podcasts. Again, all of these tools are a great way to get in front of your audience and grow your client base. That’s all digital marketing is. Building those relationships, nourishing those relationships and turning those relationships into paying patients or clients, and all of these tools have a specific way to help do that, and so it’s important to make sure you know how to use them for your advantage, but that you’re not overwhelming yourself either.
If you need help really honing in on this digital marketing strategy and what that consistency looks like for you in your practice, we would love to sit down with you on a video chat and go over what are you guys currently doing, how can we implement new things and help with building that consistency to make sure that your efforts online are working for you?
https://socialspeaknetwork.com/wp-content/uploads/2021/02/Content-Consistency-is-KING-1.png7201280Amber Irwinhttps://socialspeaknetwork.com/wp-content/uploads/2018/04/SocialSpeak-Logo.pngAmber Irwin2021-02-24 07:00:472021-04-16 12:59:14Content Consistency is KING
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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.
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.
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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.
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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.
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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.
https://socialspeaknetwork.com/wp-content/uploads/2019/12/5-Holiday-Marketing-Ideas-for-Your-Medical-Practice-social-media.png800800Amber Irwinhttps://socialspeaknetwork.com/wp-content/uploads/2018/04/SocialSpeak-Logo.pngAmber Irwin2019-12-16 18:24:112019-12-16 18:35:105 Holiday Marketing Ideas for Your Medical Practice
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.
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.
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.
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.
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.
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.
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.
https://socialspeaknetwork.com/wp-content/uploads/2019/09/6-Successful-Healthcare-Marketing-Campaigns-You-Need-to-See-Blog.png800800Amber Irwinhttps://socialspeaknetwork.com/wp-content/uploads/2018/04/SocialSpeak-Logo.pngAmber Irwin2019-09-10 08:00:252019-09-06 13:10:106 Successful Healthcare Marketing Campaigns You Need to See
