Category Archives: Healthcare Internet

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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Harnessing the power of content marketing in healthcare.

content marketing

Next week, I’ll be joining Janna Binder, director of marketing and public relations for Professional Research Corporation (PRC), on a webchat to discuss the role and power of content marketing in healthcare.

It’s a timely topic for healthcare marketers.  Because more than ever, consumers are seeking health information, sharing healthcare experiences, exploring treatments and selecting providers online. And the vast majority of online health-related discussions take place without input from healthcare professionals.

During the one-hour session, we’ll talk about how content marketing can engage consumers, build your brand, drive patient acquisition and cultivate customer loyalty.  Key discussion points will include:

  • The role of search and social interaction in the healthcare consumer’s selection process
  • Where consumers discover, consume and share information
  • What constitutes relevant, valuable content, tools and relationships
  • How marketers can build content marketing plans

I hope you’ll join us.  The 60 minute PRC Webchat will be held on Thursday, March 28, 2013 beginning at 1:00 pm central time.  There is no charge for participation.  You can click here for more information and online registration.

Karen

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Filed under Healthcare Internet, Healthcare Social Media

Should You Bag Your Facebook Advertising?

Just days before Facebook’s scheduled $100 billion IPO one of the largest U.S. manufacturers has dropped all of its paid advertising on the social media site. GM made the decision to axe its $10 million advertising budget based on findings that paid ads on the site “had little impact on consumers.” Before rushing to join the crowd suspect of the relevance of social media, it’s important to note what the car giant said about how they plan to continue interacting with Facebook users. According to a Wall Street Journal article GM marketing chief Joel Ewanick said that GM is “reassessing our advertising on Facebook, although the content is effective and important.”

Did you catch that? “Content is effective and important.”

As chief marketing officers grapple with continued tight budgets and increasing demand for ROI it’s worth examining how you’re using social media as a marketing tool. First, focus on the main reason people use Facebook in the first place. According to the study “Why Do People Use Facebook?” by Boston University researchers Ashwinin Nadkarni and Stefan G. Hoffman, the two primary needs that Facebook satisfies for its nearly 1 billion users are (1) the need to belong and (2) the need for self-presentation. Conversely that means that Facebook is not viewed by the majority of its users as a way to find or buy services or products. So it stands to reason that if you are purchasing ad space on the social media site as a way of quickly generating sales you may be disappointed. The question isn’t if Facebook is effective as a marketing tool, it’s how is Facebook MOST effective? Are you using the platform to its best marketing objective? GM has chosen to maintain its Facebook presence because it provides a powerful way to engage with customers and influencers as well as to have a pivotal presence in conversations about the industry and its own brand. But the company is aware that it can do that solely by providing CONTENT, not by purchasing paid ad space.

While GM’s decision may have prospective Facebook shareholders concerned it should be welcomed by chief marketing officers. GM’s insight should give you pause about your own organization’s position on Facebook as a marketing tool. If the two primary motivators for Facebook users are to belong and to be able to share personal stories and opinions (“self-presentation”) what types of material are you giving them to be able to do just that? Are you creating an engaging community for users? Are you sharing content — information, tips, and tools that they can use and share with others for free? Are you customizing your content so that you are one perceived as a highly relevant voice in their social media world?

Despite the contrarians Facebook isn’t going anywhere. The question is where are you going with Facebook?

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Filed under Healthcare Internet, Healthcare Social Media, Marketing, Social Media, Trends in Marketing

Pinterest – Impact on Healthcare Marketing & Digital Strategies

Wondering what all the buzz is about Pinterest?  This social ‘pin board’ is attracting users in record numbers and is now the 3rd largest social networking site in the U.S.  Today, Pinterest drives more referral traffic to websites that Google+, YouTube and LinkedIn combined. Healthcare marketers are asking how Pinterest fits – or should fit – in their digital mix as an effective tool to engage customers, cultivate brand advocates and impact sales.  

Corrigan Partners’ Carla Bryant will join Danny Fell of Neathawk Dubuque & Packett on a webinar to talk about the “Impact of Pinterest on Healthcare Marketing and Digital Strategies.”  Here’s a brief summary of the session topics:

  • Pinterest: the basics
  • Brand and business value of Pinterest
  • How Pinterest can align with your hospital’s brand, marketing and digital/social strategy
  • Building a Pinterest strategy – vision, content, resources
  • Tips for optimizing Pinterest

The webinar is sponsored by the Forum for Healthcare Strategists and will be held on Tuesday, May 15 from 11:30 am to 1 pm central. Click here to register and start pinning!

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Filed under Healthcare Internet, Healthcare Social Media, Marketing, Trends in Marketing