Tag Archives: healthcare marketers

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

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

Check out these sessions at today’s Marketing Strategies Summit

The Forum for Healthcare Strategists’ 18th National Summit for Healthcare Marketing Strategies kicks off this morning at the Westin Kierland in Scottsdale, Arizona.  The agenda is packed with timely topics and great speakers.  Here are a few from today’s line up:

  • Content Marketing:  A Primer for Healthcare Marketers with Edward Bennett, director of web and communications technology for University of Maryland Medical Center, Scott Linsbarger, director of digital marketing for Cleveland Clinic, and Shel Hotz, principal of Holtz Communication & Technology (talk about start power!).
  • Internal Branding:  From Team Building to Business Building with Paul Szablowski, vice president of marketing for Dignity Health Arizona, and Rob Rosenburg, president of Springboard Brand and Creative Strategy.
  • The Critical Value of Brand in a Changing Industry with Susan Soloman, VP of marketing for St. Joseph Health System in Orange, CA, and Chris Bevelo, principal of Interval.
  • Using Technology to Enhance the Doctor/Patient Relationship:  The Marketer’s Role by today’s keynoter, Wendy Sue Swanson, MD, pediatrician and well-known physician blogger.

I have to also plug the session I’m moderating from 1:00 pm to 3:45 pm — Marketing Executives:  Transitioning from Volume to Value — with David Feinberg, VP and chief marketing officer for New York-Presbyterian Hospital, Jean Hitchcock, VP for public affairs and marketing for MedStar Health, and Christine Holt, VP for marketing and chief experience officer with Holy Redeemer Health System.  These are three top-notch marketers with great case studies.

Don’t forget to stop by our booth (#31) in the Exhibit Hall.  The opening reception is from 5:15 to 6:45 pm this evening.  See you there!

 

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Filed under Corrigan Partners, Healthcare Marketing

Want to improve service line marketing ROI? Twelve critical questions to ask and answer.

hospitalHealthcare marketers know all too well that when someone from operations shows up to talk about marketing clinical service lines, they are usually asking for service line advertising. The narrow view of service line marketing as simply promotions sub-optimizes marketing performance and wastes money. And every marketer knows the agony of launching a promotions campaign only to learn later that some aspect of access, capacity, physician loyalty, etc. is out of whack.

A few years ago, I met with a hospital that had launched an aggressive advertising campaign for their orthopedic service line. As campaigns go, it was pretty effective in making the phone ring. The problem was the hospital’s physicians had excessive wait time for appointments. The one physician with capacity was taking procedures to another hospital. And no one thought to ask the OR about capacity. The surgical services director insisted that no additional time slots existed or could be made available for new volumes.

Both service line administrators and marketing executives should expect more of their marketing investments. Continue reading

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Filed under Healthcare Marketing