Einsight

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

Einsights

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

Fact or Fiction: What’s Really Happening in Marketing

marketing letters on cork board

There is a constant stream of information regarding current trends in PR and marketing, but how much of it is actually true? Vocus recently commissioned a research firm to study how business professionals interact with new media technologies in order to determine the state of marketing. The study, “The State of Marketing 2014,” supported some digital trends and found that others simply stemmed from independent personal experiences and were myths.

Below are some of the marketing myths the study pointed out:

  1. Everyone has a content marketing strategy. Though content marketing is being used, it is far from a universal tactic. The Vocus study found that only sixty percent of marketers have a content marketing strategy and only nineteen percent are considering implementing one.
  2. Marketing automation is too difficult to implement. Many professionals have heard that marketing automation is too complex, expensive, or time consuming to utilize. If you look at the results of marketing automation, however, they include improved sales digital marketing notebook on deskconversion, enhanced targeting, and increased lead generation. Though many fear this method is too costly, only thirty-seven percent of those who use it cite marketing automation as a budgeting challenge.
  3. PR Practitioners have fully adapted to new digital tactics. Current online marketing tactics include social media promotion, owned content, and native advertising, but PR professionals are not using all these tools. This study determined that only fifty-three percent use content marketing and only forty-nine percent use search engine marketing.
  4. Social media professionals aren’t concerned with ROI. It is simply untrue that social media experts only use measures such as likes and retweets to measure success. About thirty-two percent say that it is important to measure revenue per customer to determine success.

Individuals involved in the marketing field hear constantly about current trends increasing in dominance such as content marketing and blogging when some of this information is simply myth, according to Vocus. The Vocus study puts into perspective which trends are really on the rise.

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

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Maintaining the Quality of Service Competitive Advantage

CEU Institute-Logo

Many professional service organizations today realize that customer service is the single most recognizable attribute and critical catalyst to securing new clients while also retaining existing ones.

Customer service can be measured in many different ways. For example, in the insurance industry, knowledgeable claims examiners and case managers who have the educational foundation of industry trends and legislation requirements are the keys to controlling claims costs and utilization management. The same can be said for professionals in the healthcare industry, for example, nurses who utilize their knowledge to manage patient outcomes.

Recognizing the importance of continuing education, Scott Public Relations has developed a practice partnership with the CEU Institute. CEUI offers dynamic, engaging, nationally accredited continuing education programs for professionals in regulated industries such as:

  • Insurance
  • Healthcare
  • Legal
  • Accounting

It’s amazing the number of widespread topics and new trends that are necessary and critical for these professionals. Add to that the mandatory requirements for certification and licensing, and educational training is even more challenging.Learning button on keyboard

Today some employees are members of larger teams, some work remotely, and some are even contract employees.

Industry Challenges

The CEUI accesses a wealth of information and research that these professionals need to know to do their jobs.

Through this organization, firms can quickly:

  • Access a broad spectrum of course offerings.
  • Reduce investments on internally managed programs.
  • Maintain compliance with changing state legislation issues.
  • Choose from a variety of methods of delivering programs (classroom, webinar, self-study).

To learn more about the services, continuing education programs and various disciplines for which CEUI provides credits for, please contact Bill Colacurcio at 407-314-9414 or bcolacurcio@ceuinstitute.net.  Join the CEU Institute LinkedIn Group and visit the website as an alternative learning resource.

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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The Top Five Methods for Lead Generation

Business Professionals Looking at Charts

Marketing Sherpa recently conducted a survey to determine which tactics businesses use most to generate leads. The results demonstrated that the five primary lead generation methods are email, search engine optimization (SEO), social media, website design, and content marketing.

Each of these sales tactics below have their own set of benefits and can be very effective at generating leads for B2B businesses involved in the healthcare, insurance and technology industries.

  • Email: Although many believe that communication through email is in decline, it is a tactic that remains important and is utilized by eighty-one percent of marketers. Because virtually all professionals have email accounts, this method ensures a vast audience and is a well trusted form of communication.
  • Doctor writing on wall about internet marketing

  • Search Engine Optimization (SEO): SEO does not only mean optimizing your website for Google, but for other search engines as well.  Optimizing a website for several different search engines will generate more leads than focusing on one search engine alone. Many businesses and consumers utilize these search engines and seventy-five percent of marketers use SEO to generate leads.
  • Social Media: Social media is a controversial source of lead generation but has been shown to be highly effective.  Although it is difficult to measure its success, social media marketing has become essential as most target audiences are already involved in multiple social media networks.  This method is good both for engaging an audience and garnering feedback.
  • Website Design: A good website can often times be a significant source of lead generation.  The appearance of a business’s website can increase the number of leads the business obtains.  Additionally, a well-constructed and easy to use website adds to a business’s credibility.
  • Content Marketing: There has recently been an increase in content marketing with fifty-four percent of businesses utilizing this strategy.  Content creation is a growing source of lead generation and has become more prevalent with the use of tablets and smartphones.

The five tactics listed above will facilitate in generating leads for B2B healthcare, insurance and technology businesses. Consider what methods your company is currently using and how you might utilize other additional tactics to improve your efforts.

Need a marketing and PR resource to help your company generate leads? We can help!

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: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,