Einsight

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

Einsights

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

Why a Strategic Social Media Presence Is Crucial for Your Company’s Success

social-media

It’s gratifying to be validated by the experts and the voice of authority in business, and it doesn’t get much more credible than the Harvard Business Review, “The Perils of Being a Social Media Holdout”. The blog reiterates the gospel we have been preaching about the value of social media to businesses including B2B firms who may have been sitting on the sidelines wondering what’s in it for them.

A strategic social media presence will:social_media icons with mouse

  • Put you more in charge of creating your reputation.
  • Give you powerful channels through which to communicate, especially on mobile communications.
  • Help people find you.
  • Show you’re a progressive company.

Download our white paper on B2B Social Media to learn more about the benefits of social media for your company.

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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Five Tips for Developing a Successful Brand for Your Medical Practice

Brand puzzle

Healthcare PR and marketing professionals rely on varied methods to promote, publicize, and push out newsworthy topics, companies and events, but let’s not forget about one substantial and influential marketing tactic: word of mouth marketing. Word of mouth can be as effective as a million dollar publicity campaign.

For many medical practices today, their main source of new patients comes from word of mouth – patients have the online world as their forum, where they can voice their opinions 24/7 and if you’re not careful, they’ll build your reputation and brand for you if your practice doesn’t develop an effective marketing campaign first. Scott Public Relations recognizes how imperative it is to build a flourishing brand for your medical practice, and the five tips for successful branding (below) work not only for medical practices, but for any healthcare, insurance, or technology company in our opinion.

The five healthcare marketing tips below, presented in Sue JacquesPhysicians Practice article regarding medical practice branding, are very helpful to follow when creating a successful, thriving brand for your practice.

Tip #1: Stay in alignmentstethoscope and checklist-resized-600

Set aside one hour for a brainstorming session about branding with your team. The message will be meaningless, however, if it does not match your corporate philosophies, systems, and guiding principles—have everyone think of as many core messages as possible pertaining to your practice. Consider:

  • Courtesy (how you treat colleagues, patients, etc.)
  • Punctuality (the level of commitment to meeting deadlines)
  • Expertise (what you specialize in)
  • Referrals (how you accept and forward recommendations for services)

Tip #2: Excise the excess

After sharing the messaging developed in the brainstorm, condense each category’s statements into one or two words that you think click (as a group). Choose words that are most in line with the personality and standard of your practice—prioritize them and select the top word from each category.

Tip #3: Develop credibility

The chosen words will be fundamental to your brand message. Make sure you can deliver to become known for the characteristics your words represent, stay on schedule if that is one of your tenets, and have a sincerely friendly staff if you say that they are. It is crucial to make a personal, professional, and overall team commitment to develop a reputation for consistency in these qualities.

Tip #4: Make a declaration

To go public with your new branding message, turn your words into an edict that depicts who you are, what you do, and how you do it. Use this message to talk with your patients instead of at them.

Tip #5: Exhibit your brand

Look for ways to display your new brand (company website, business cards, etc.). Finding a way to share your brand messaging using your words, attitude, and general behavior is extremely important. Despite what is displayed externally, it’s who you are internally that defines your brand.

What do you think of these five branding tips for medical practices? Do you have some tips you’d like to share? If you own a medical practice, what did you find most effective when developing your own marketing strategy?

We’d love to see what other tips we can provide to healthcare, insurance, and technology companies. Leave your comments in the section below or leave us a comment on our social media pages.

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 Latest Google Update: What Healthcare Professionals Need to Know about Google Hummingbird

google-hummingbird-300x124

PTPN, the nation’s premier network of independent rehabilitation practitioners, has been a client of Scott Public Relations for more than 20 years. Here’s a “shout out” on the fantastic job they do in marketing for and to their members – outstanding blogs, stellar websites, and smart social media marketing.

We’ve featured the company in our blog before (Innovators Spotlight: PTPN Successfully Expands Value Proposition in Changing Marketplace) and today we wanted to share a blog they published recently about Google Hummingbird and what healthcare professionals should know about how it will affect content creation and online visibility.

Have you heard about Google Hummingbird? It’s the latest update to Google’s search function, and understanding its impact is crucial to your online presence.

As you may know, Google updates its algorithm for search regularly. What makes Hummingbird different is its size and scope — it’s reportedly the largest algorithm update since 2001, and it’s affecting 9 out of 10 online searches. The major change is an emphasis on conversational or context searching, rather than traditional keyword searching. The new algorithm aims to respond to the way web users are searching today, which is less and less by one or two keywords and more and more by longer phrases or complete questions.

For example, years ago a user may have searched on the single term “iPhone,” but now he is more likely to search using a question like, “Where can I find the best prices on iPhone 5s?” This is particularly true with voice-powered searching on smartphones and other mobile devices. The Hummingbird update provides results based on this conversational method of searching.

So what does this mean for you as a healthcare professional?

Here are a few of the most important ramifications:

1. Make sure your content provides answers.

As keyword searching becomes less important, the ability of your online content to answer users’ questions becomes more important. While good website content has always been a prerequisite for a successful online presence, you must now re-evaluate and refresh your content. “It’s becoming increasingly important to position yourself as the provider of answers that people are seeking,” says one expertAnother adds, “Content for the sake of ‘words on a page’ doesn’t have the base value it once had. Now, your content really has to answer something.”

Start by thinking about the kinds of questions your customers (or patients) are likely to have, then make sure your website and social media news feeds have in-depth information (like how-to articles) that address them. Think about it as a conversation with your online audience.

For example, instead of relying on keywords like “tennis elbow” or “epicondylitis,” develop website content that answers questions like, “What kind of treatments help reduce elbow and wrist pain?” In fact, use questions like that in your content such as — title a blog post, “How physical therapy helps reduce elbow and wrist pain for tennis players.”

2. Think about the meaning of your content.

Under Hummingbird, keywords still have some weight, but even more important is using synonyms — using multiple words with the same meaning will trigger Hummingbird’s algorithm for better search results. To research synonyms, search for a term on Google and see what other words are highlighted in the search results. For example, take a look at the results for a search of “What is physical therapy?”

Hummingbird-search

This search shows that entering “physical therapy” will not only result in information on PT, but also physical therapists, degrees for PTs and PTAs, types of and uses for physical therapy, etc. Use these types of synonyms in your website content for better results.

3. Update your content regularly.

The “freshness factor” of your online content is more important with Hummingbird, which means newer content improves your search engine ranking and older content can drag you down. Be sure your practice website includes a blog page, a latest news section, and other areas where you regularly add new content and delete old information. You can kill two birds with one stone in this area by linking your website updates with your social media updates: a new Facebook post can also be a new blog entry on your website.

4. Be active in social media.

The relationship between social and search is strengthened under Hummingbird, so more than ever, your practice’s social media success will affect your search engine ranking. Websites get higher rankings when they are highly engaged with customers via social media and therefore have strong “social signals” such as Facebook likes, Google+ shares, Twitter retweets and blog comments.

What do you think of the new Google update? We’d love to hear from you in our comment section below!

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

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