Einsight

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

Einsights

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

B2B Website Conversion Tips for 2014

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Are you having difficulty getting more people to fully view your website? If so, take note of these tips we found in a recent Business 2 Community article entitled, “Use Your Bounce Rate For Higher B2B Conversions.” The article explains that analyzing your “bounce rate” (the average amount of users who visit only the first page of a website) can be enlightening as well as a motivation to create a way for more people to stay on your site.

Below are three tips to help improve your B2B website conversions:

    shutterstock_185429690_figure looking at website
  • Offer visitors relevant alternative content just prior to their exit from your site. As the author mentions, “Up to 9% of your visitors will click and take a second look at that alternate content before leaving.” You will be more likely to have visitors stay on your site and click through if you provide choices in the type of significant content they can view.
  • Personalize content as much as you can. Borgini, the author, explains that she “use[s] different social media assets when promoting [her] blog posts online.” Having compelling landing pages that are specific to your business will attract people to your site. Using services such as HubSpot helps create unique landing pages. Short, straight-to-the-point content is always best as visitors will not spend the time to read large blocks of text.
  • Improve your storytelling. No one likes to read something that is boring or irrelevant. Have a call to action somewhere on your site, such as a link where they can continue reading about something or to download an article. This will further entice your visitors to stay longer and delve deeper.

Your healthcare, insurance or technology company could provide insights on the latest trends, while displaying an intriguing landing page that initially draws your audience in. Remember to take into account what your specific audience will want to read. Provide choices for them and display your website in a way that is easy for them to navigate and discover new information, that way they will feel no choice but to keep exploring your site!

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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Healthcare PR and Marketing Tips: Showcasing Physicians on Your Website

stethoscope on keyboard

If you’re looking to highlight your institution and gain more referrals, you’ll need to showcase the doctors that work at your hospital. We recently read a Ragan’s Health Care Communication News article, “8 Awesome Ways to Feature Docs on Your Website,” discussing how to position and showcase physicians.

Here are five helpful suggestions:

  • Pictures: By showcasing pictures of doctors communicating with patients, visitors see your doctors as credible, reliable, caring, and human. You can include these pictures on several areas of your website, such as an ‘about us’ section or an ‘our doctors’ section for example.
  • doctor with patients

  • Scrolling marquis: Spotlight specific doctors by including their name, credentials and a quote. The quotes should discuss different aspects of patient care, while others highlight your hospital’s strengths. This will not only easily allow visitors to gain more of an understanding about your institution and your doctors, but will also entice them to explore your site longer. Another key element to include is a “find a doctor” box on the homepage so that visitors can research specific doctors in their specific fields.
  • Showcase expertise: Include a page that displays each doctor’s credentials, contact information, and a brief biography about them. Make it as convenient as possible for your visitors to navigate the biography by organizing it in a way that caters to the specific type of information your visitors may be searching for. In addition, you can include small segments on the homepage that illustrate your doctors in a more personal light, such as a description on how they relate to their field of expertise because of family or friends.
  • Take advantage of free press: Include links to videos or articles that display public appearances. This enables doctors to receive even more credibility from visitors who see it. Another way to display a physician’s knowledge and expertise is by including a brief video of a doctor explaining a certain medical procedure.
  • Engage physicians as content contributors: If you have a feature that shows answers from doctors on medical material, but that is answered in a way that patients or visitors can easily understand, it will allow physicians to be seen as knowledgeable about their practice and specialties. An additional way to display a doctor’s credibility is by having them write brief blog posts around specific medical topics.

Featuring physicians online will create more awareness of their clinical ability to perform and show them as compassionate, relatable figures.

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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Healthcare PR and Marketing Tips: Optimizing Your Mobile Email Campaign

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With our society’s attention spans continuing to decrease, it is becoming harder and harder to capture an audience’s attention. Not only are attention spans getting shorter every year, we’re bombarded with so much information on a daily basis that we often find ourselves multi-tasking, which also cuts our attention spans down significantly. With so much information coming at us, the last thing someone wants to do is spend time trying to make an email they received readable on their mobile device.

Chances are, if it’s not easy to read and scroll through, they’re going to leave your email because it isn’t user-friendly.  The popularity of gathering/reviewing information on-the-go has created fundamental changes in a multitude of fields, one being email marketing. This fundamental change in where/how we gather information has necessitated an entire strategy shift instead of simple expansion.

A recent FierceCMO article titled “5 Ways to Update Your Mobile Email Campaign” by Drew Woolley lists several ways to improve your mobile email marketing efforts and we’ve highlighted them below.

Tips to improve your mobile email campaign:

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  • Stick to one column. The format of mobile devices has made the old style of two-column email templates a thing of the past, as anything more than one column just outright frustrates users. Redesign emails with this one-column tip in mind to enable easy up-and-down finger scrolling on a mobile device.
  • Don’t overcomplicate the email and don’t ask readers to do too many things – use one primary call-to-action. With speed as the name of the game, it is important to keep things short and simple.
  • Create short, clear subject lines. If there’s an overly long and verbose title, this may discourage readers from opening and reading.
  • Button links are often easier for users to select (as opposed to hyperlink text). This allows readers to click more easily on items included in your messages.
  • Insert scan-to-join/QR code functionality into your emails to build your subscriber base. You might even try a text-to-join initiative to get more people involved.

Changing times call for changing methods. Don’t be left behind by the transition to the mobile communication format. Try implementing these changes and access the growing pool of potential recipients that have made the switch to mobile. Resisting these changes can only slow down your brand’s expansion and keep you from getting your marketing to where it will reach the most people.

Do you have other tips that you think readers should be aware of when optimizing email campaigns for mobile devices? Share your tips with us!

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