Einsight

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Einsights

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Marketing for Healthcare Organizations: How Retargeting Can Turn Clicks into Consumers

Many internet pages open

About forty-eight percent of patients research for two weeks before making a medical decision. This increase in online research means that different brands often get lost in the shuffle and today, medical marketers must find a way to keep their brand in the forefront of patient’s minds. Retargeting is an excellent way to do so.

This marketing method involves inserting a code onto website page that tracks who has visited it. The code ensures that these visitors continue to see ads for that brand even after they have left the page.  A recent article in Ragan’s Health Care Communication News, “Q&A: What Health Care Marketers Should Know About Retargeting,” explains how retargeting can benefit healthcare businesses.

This method of advertising continues to pull potential patients back to a designated site in order to inform them about a particular brand. Even if the patient is not ready to commit on their first search, the website might capture their attention when they are ready to commit.

Business Professional Searching for Doctor onlineThere are some restrictions with healthcare retargeting however. These codes may not track any personal information and cannot run an ad that indicates a sensitive health condition or medical problem. If they do so, they violate HIPAA regulations.

Healthcare brands can greatly benefit from retargeting, as they use their advertising dollars to attract those that already show an interest. As patients spend much of their time conducting online research today it makes sense that healthcare companies should invest just as much time in their online advertising tactics.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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The Content Revolution: Why LinkedIn Is Ideal for Healthcare Professionals

2 Doctors Looking at Tablet

LinkedIn has become a staple social media outlet for professionals across the board, and now more than ever, people are actively using this platform to share information.  One and a half million LinkedIn members are sharing content and sixty-five percent of users have increased their consumption over the past year. This drastic increase is now being called “the content revolution,” and is a phenomenon that should not go unnoticed by healthcare professionals.

The healthcare industry can take advantage of what marketers have already been doing and utilize these social media sites for digital marketing.  LinkedIn recently released their 2014 Professional Content Consumption Report which surveyed over 2,700 users about their interactions with the site.  As ninety-one percent of those surveyed list LinkedIn as their number one choice for professional content and the average user spends eight hours a week on LinkedIn, connecting with these content revolutionaries is an excellent way for healthcare professionals to network and share valuable insights and information.

Tips on connecting with these content revolutionaries:

  • Present novel information, or information that will assist in decision making. Fifty-six percent of users feel it is the easiest way to find professionally relevant content.  Posts that present new and helpful information will be viewed and shared at a higher rate.
  • Use this platform to spark discussion. Fifty-one percent of users feel the main benefit of LinkedIn is the potential for sparking conversations.  Content revolutionaries will share content that they feel evokes a response, and this content is more likely to be shared across other media platforms as well.
  • Ensure that sharing this content would benefit a user’s professional network. Sixty-two percent of users use LinkedIn to build relationships with colleagues or clients. Network building is one of the main draws of this platform, and content revolutionaries are likely to share information that aids in building relationships.
  • socialmedia linkedin

  • Format the content so it can be easily consumed on a mobile device. Users often need information at their fingertips and forty three percent of members visit this site on their mobile device.
  • Publish content that users want to share to enhance their professional brand. Some of the main benefits to using LinkedIn are that it increases member visibility, enhances a member’s professional brand reputation, and positions a member as an innovator.  Content revolutionaries are most likely to share content that fulfills these needs.

For healthcare professionals to be most effective on LinkedIn, they must deliver information that content revolutionaries are seeking. In order to ensure that content revolutionaries share and consume healthcare professional’s content, it is important to present new, timely and discussion-worthy information.

Providing content beneficial to a professional’s network or brand, as well as providing small, easily “digestible” pieces of content will help increase the likelihood that the information is shared.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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A New Concept for Marketing Healthcare Practices from SPR

two-doctors-in-a-hospital

Running a successful medical practice today is challenging. Physicians and healthcare practitioners are especially perplexed by how to market their practices in a constantly changing world. That’s why SPR developed its new JumpStart Marketing Program for healthcare professionals.

This program benefits practices by:

  • Attracting additional patients.
  • Expanding a certain type of patient population or service.
  • Delivering measurable results, at a reasonable cost and with a minimal time investment on the part of the practice.
  • Capturing positive patient feedback to drive online reputation.

ROIWith the increasing importance of a fine-tuned digital marketing strategy, the JumpStart Marketing Program is a cost-effective and easy solution to make sure the practice’s brand is as professional as all its physicians.

With the JumpStart Marketing Program, healthcare professionals won’t be left in the dark wondering if their marketing initiatives are producing ROI.

 

Download our white paper today to learn more: JumpStart Marketing

Questions about the JumpStart Program? Contact Scott Public Relations today for a consultation!

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,