Author Archives: Karen Corrigan

Social Media Update 2013: A Good Resource for Marketers

Who’s being social?  Social Media Update 2013, a new survey from the Pew Research Center’s Internet Project, reveals that:

  • 73% of online adults now use a social networking site of some kind.
  • 71% use Facebook, up from 67% in 2012.
  • Facebook is the dominant social networking platform in the number of users, but users are diversifying; 42% of online adults use multiple social networking sites.
  • User profiles, demographics and engagement rates differ significantly across platforms. For example, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis; Pinterest skews toward women, higher education and income, while LinkedIn skews higher toward men in prime years.

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These are a few of the key findings and graphics on social networking site usage and adoption from Social Media Update 2013.  The study provides some great insights for your team to consider as they plan digital and content marketing strategies for 2014 – Who uses what platform?  How do they use it?  How often do they check-in?

Click here to browse through or download the full report.

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Filed under Healthcare Social Media, Social Media

Wanted: 2013 Healthcare Internet Hall of Fame Nominees

HIHOFDo you know an individual or organization that deserves to be in the Healthcare Internet Hall of Fame? Someone who has made significant contributions to the healthcare Internet field at a local, state or national level? Who has shown the ability or influence to effect change in the industry? Nominations are now being accepted for the 2013 class.

The Healthcare Internet Hall of Fame was established in 2011 to honor both individuals and organizations that have made significant contributions to the healthcare Internet industry, and to ensure that the history of the industry is preserved for the future generations.  Last year’s inductees included: Continue reading

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Attracting, engaging and retaining patients with content

content marketing
Next week, I am moderating a webinar on content marketing hosted by the Forum for Healthcare Strategists. We have two terrific presenters — and a hot, hot topic.

How to Attract, Engage, and Retain Patients with Content
Tuesday, May 21, 2013 11:30AM – 1:00PM (CDT)

With so many communication channels available to consumers today, the rules for marketers have changed. The focus now is on content marketing: creating and sustaining great conversations with the people who visit your websites and social media channels.

Hear how Sentara Healthcare leveraged the power of healthcare content marketing during its 28 Days of Heart campaign. Using combined techniques to pull content, a healthcare tool, and reconfigured information architecture, they were able to show clear results metrics in changing its approach to content.

Join Jessica Carlson, Digital Media Advisor, Sentara Healthcare, Ahava Leibtag, President, Aha Media Group LLC, and me on May 21, and learn how to:

  • Create a content strategy around a campaign
  • Set up a social media editorial calendar
  • Engage and nurture your audience with content
  • Analyze your data to improve campaign performance

Click here for more information and to register online.  The price for Forum members is $89 ($119 for non-members).

Karen

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Filed under Healthcare Social Media, Marketing Management, Social Media

How do you spend limited healthcare marketing dollars? Very carefully.

moneySomeone once asked me about the difference between ‘focusing’ and ‘prioritizing’ – focusing is knowing what to do; prioritizing is knowing what to do first.  These are decision points faced by marketers every day. Especially when planning for a new fiscal year.

Every budget planning cycle, chief marketing officers find themselves hunkered down with their marketing teams, plans and spreadsheets, magically trying to conjure up ways to achieve more with less.  All too often, they end up trying to spread scarce dollars over too many projects, which jeopardizes ROI.  In other words, when dollars are spread too thin, spending on any given initiative may not be at the level required to produce a return.

When stuck between a rock (the health system’s need for profitable growth) and a hard place (the drive to cut costs), how do marketers prioritize marketing investments and gain organizational commitment to those investment decisions? Continue reading

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Filed under Healthcare Marketing, Marketing Management