Social Media and Healthcare
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Articles and Discussions on the  intersection of Social Media and Healthcare. Relevant to Healthcare Practitioners, Pharma', Insurance, Clinicians, Labs, Health IT Vendors, Health Marketeers, Health Policy Makers, Hospital Administrators.
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How 5-star reviews generated over $225,000 in practice revenue [PODCAST]

How 5-star reviews generated over $225,000 in practice revenue [PODCAST] | Social Media and Healthcare | Scoop.it

Orrin Franko is an orthopedic surgeon and hand specialist.He shares his story and discusses his KevinMD article, "How 5-star reviews generated over $225,000 in revenue for my practice."

 

link to article: https://www.kevinmd.com/blog/2021/01/how-5-star-reviews-generated-over-225000-in-revenue-for-my-practice.html

 

“With my natural affinity for numbers, I analyzed the reviews’ precise impact after a few years, and the results were astounding. The system generated over $225,000 during a 3-year period. My practice acquired 162 new 5-star reviews on Google, and my partner and I generated over 200 5-star reviews on Yelp. I calculated that each 5-star review was ‘worth’ over $900 to my practice in the form of new referrals, and the overall return on investment was 1,900 percent. Needless to say, it was a huge success.”

 

As a final point, it’s worth noting that online reviews are a controversial topic among physicians. There remains a spectrum of opinions and emotions regarding the appropriateness of “soliciting” online reviews from patients. This article’s purpose was merely to report the measurable, objective results of implementing a protocol for soliciting reviews. In future posts, I will address my rationale for embracing, and ultimately leveraging online ratings in my favor. And more importantly, why I think every physician should do the same.

 

watch on youtube: https://youtu.be/fxYfW7WO_b8

 

link to the article on KevinMD's website https://www.kevinmd.com/blog/2021/05/how-5-star-reviews-generated-over-225000-in-practice-revenue-podcast.html

 

 

nrip's insight:

Getting online reviews is not easy. but it is one the neatest marketing techniques for all businesses of all shapes and sizes. In any country, I find over 75% of physicians do not make any effort to get themselves reviewed. They Should. If you need any help with getting started with shaping your online reputation and putting together a plan to solicit genuine reviews from your patients, happy to help. Just tweet me at @nrip or my firm at @plus91 and we'll tell you how to go about doing it.  Always happy to help doctors get online effectively.

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Email Marketing Trends to Up Your Game in 2021 and Beyond

Email Marketing Trends to Up Your Game in 2021 and Beyond | Social Media and Healthcare | Scoop.it

The ever-changing field of email marketing has yet again brought some exciting trends for 2021 and the future.

How it started: Plain text emails

How is it going: More advanced emails with imagery, dynamic content blocks, and much more…


To learn more about how emails are set to change in the coming years, read on…

 

1. Micro-segmentation and Hyper-personalization

Brands will invest in robust CRM and email marketing tools that will allow them to maintain their database better and facilitate advanced segmentation techniques.

 

2. Email Automation

Email automation has been around for quite a few years now. In 2021 and the years to come, it will become much more advanced with the help of Artificial Intelligence (AI) and Machine Learning (ML) principles.

 

3. Agile Email Marketing

Agile Email Marketing is a comparatively new methodology with the help of which you can streamline the process of email template production.

 

4. Visuals in Email Marketing

Including the right visuals in your emails can take your subscriber experience to the next level.

 

5. AMP (Accelerated Mobile Pages) in Emails

You can use AMP technology to create emails that allow the users to take action from the email itself.

6. A/B Testing

Since your customers’ purchasing patterns and preferences have drastically changed in the past couple of months, you must carry out A/B testing. It will help you to understand what strikes the right chord with your subscribers.

 

7. Omnichannel Marketing Approach

Omnichannel marketing is an approach through which you can impart a consistent experience to your prospects and customers, irrespective of the channel.

 

8. Stricter Privacy Policies

Anti-spam guidelines and privacy policies will get stricter.

 

9. Empathetic Messaging

Many individuals and businesses are still going through difficult times and therefore, you must send out empathetic messages that reflect sensitivity and consideration for the readers.

 

10. BIMI

BIMI (Brand Indicators for Message Identification) is a novel technology that enables businesses to display their logo beside the email subject line and message.

 

 

read the whole unedited post at the scoop.it blog https://blog.scoop.it/2021/04/22/email-marketing-trends-how-to-up-your-game-in-2021-and-beyond/

 

nrip's insight:

This is a must read post for every professional, and not just marketeers.

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How to navigate the SEO landscape ?

How to navigate the SEO landscape ? | Social Media and Healthcare | Scoop.it

A lot of people have gone mobile and are spending a lot more time on the internet. Healthcare Marketers are now adjusting their marketing strategies to meet their customers where they are. They are now blending digitization with new techniques for greater productivity and effectiveness. A huge part of this strategic change is Search Engine Optimization (SEO).

 

SEO is very important and any healthcare provider in the current digital first world, should be ensuring that their digital presence is updated in sync with the SEO changes that are affecting  search engine rankings.  Why SEO Changes? That's because Google algorithms keep changing regularly as it continues to interact with users and learn new ways to be more efficient.

 

A few of the pointers to keep in mind while running SEO programs are:

 

The BERT updates: BERT(Bidirectional Encoder Representation from Transformers) is a Google A.I. tool to improve the accuracy of search results. BERT tries to understand the reasons why certain users search for a particular key-phrase, the meaning of the searches, and then identify the best results that will be of help to the user. updates by BERT will affect your SEO rankings if your content is not optimized properly to meet the BERT requirements.

 

The Uniqueness and Effectiveness of your Website: Over the years, Google has updated its algorithm to favor longer content that are unique, of good quality, and particularly relevant. This algorithm update is good for the healthcare industry because healthcare content is meant to be helpful and original.

 

The Mobile Responsiveness of Your Website: The world is going mobile and it has led to Google changing its algorithm to favor more mobile-friendly web pages. As a healthcare company, building your website to be mobile-friendly is one of the steps to ensuring your SEO is spot on. 

 

 

Read the original unedited post:

https://thefutureofhealth.care/marketing-for-healthcare/15/02/2021/seo-updates-and-its-consequences/

 

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Social Media Memes are a new rage in Digital Healthcare 

Social Media Memes are a new rage in Digital Healthcare  | Social Media and Healthcare | Scoop.it

By their nature, hospitals are fast-paced environments that can induce some stress in the people who work there. Often, the roles taken on by people saving others' lives are somewhat thankless.

 

For this reason, Penn Medicine's Center for Digital Health created "High Five," a web-based recognition system that enables staff members to easily use social media-style memes and humor to compliment each other on anything from the routine to the extraordinary.

 

The Center for Digital Health -- which studies how things like the internet and other digital technology affect our health -- began exploring whether a web-based platform would be feasible in health care in 2016.

 

The designers believed that making it easy for staff to quickly send out a nice message in a way that is now second instinct to many would increase positive interactions and potentially serve as a tool to combat burnout.

 

"Keeping it fun and light was us trying to build on what folks already do naturally on social media and via texting," Lee explained. "Humor and levity can organically incentivize folks to connect and support each other. So we thought it made sense to capitalize off of that natural inclination when we were trying to build an opt-in recognition system."

 

High Five, named for the congratulatory gesture, is usable across multiple devices and easily accessible through a webpage that clinicians could reach as if they were working on electronic health records. Each person can search for and select a colleague from the health system, then pick from a variety of memes or GIFs containing positive phrases that were congratulatory or humorous. 

 

The images draw from pop culture or are health-themed and some are the same as memes used commonly on social media. In addition to the images, each message could also be personalized by an accompanying text written by the user. A reply function was also added shortly after launch.

 

High Five has expanded since it was launched in 2016 into several different areas at Penn Medicine such as other emergency departments, Women's Health, Pharmacy, and an intensive care nursery, among others.

 

Users now hail from all 20 academic departments within Penn Medicine, and 32 percent of hospital employees have exchanged 28,808 communications expressing courteous interpersonal behaviors, ranging from appreciation and recognition to specific feedback.

 

A new study published in NEJM Catalyst Innovations in Care Delivery led by Kathleen Lee, MD, an assistant professor of Clinical Emergency Medicine and director of Clinical Implementation in the Center, showed that this system was adopted by the vast majority of those within the Department of Emergency Medicine at the Hospital of the University of Pennsylvania (HUP) -- the first department it was fully integrated into.

 

"The status quo expectation in many settings in medicine is perfection without recognition, Medical errors can result in harsh consequences, while successes are not often not recognized to the same extent. This imbalance is thought to be a key contributor to clinician burnout," said Lee, who led the research with David Do, MD, an assistant professor of Clinical Neurology, and Ian Oppenheim, MD, a fellow at the Johns Hopkins School of Medicine, who helped to launch "High Five" while he was a resident at Penn Medicine.

 

Moving forward, the team involved with High Five hopes to expand it across the health system completely, especially with the installment of display monitors.

 

"We want to continue to partner with departments and groups to help further harness the workplace civility and positivity that High Five enables," Lee said.

 

Read More: https://www.eurekalert.org/pub_releases/2019-12/uops-pmu121019.php

 

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Want to battle misinformation about vaccines? Instagram may just be the tool you need

Want to battle misinformation about vaccines? Instagram may just be the tool you need | Social Media and Healthcare | Scoop.it

Social media is becoming an increasingly powerful tool for sharing health-related messages, but not every post has what it takes to go viral. 

 

A new study by researchers at Drexel University and Thomas Jefferson University found healthcare professionals may see greater success with public information campaigns if they apply the narrative storytelling method that many influencers use on social media. 

 

“In recent years, we’re seeing a resurgence of misleading anti-vaccination messages and related misinformation spreading through social media,” said the study’s senior author Philip Massey. “By studying what makes these messages so effective online, we can improve fact-based, pro-vaccination messaging aimed at improving public health.”

 

The researchers are among the first to investigate narrative messages on Instagram and how they might affect a parent’s likelihood of getting the human papillomavirus (HPV) vaccination for their child amid growing misinformation about vaccines online.

 

Massey’s team analyzed 360 randomly selected Instagram posts from a pool of over 3,000 English-language posts about HPV vaccination. Although a majority of the posts were pro-vaccine (56 percent), the anti-vaccine messages that featured a narrative structure experienced much higher engagement, averaging 62 more “likes” than pro-vaccine posts that only shared actionable information about the vaccine.

 

Massey says social media posts that tell personal stories, share experiences, or attempt to tap into an audience’s emotions are generally more effective than those that don’t.

 

“Healthcare professionals can help parents navigate through their uncertainty about vaccines, but science alone may not be the thing that the parent needs to cope with that uncertainty; they may need something more emotional to get through.”

 

According to Massey, not all healthcare professionals need to use social media as part of their public information campaigns, but those who don’t run the risk of missing out on a huge audience.

 

Read More: https://www.phillymag.com/healthcare-news/2019/12/04/health-professionals-can-learn-from-instagram-influencers/

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TikTok is now being used to combat health misinformation and it's working!

TikTok is now being used to combat health misinformation and it's working! | Social Media and Healthcare | Scoop.it

Dr. Rose Marie Leslie is hoping to reach teens with a message about the dangers of e-cigarettes. So she’s started posting regularly on TikTok, the popular short video app, and has collected a large following.

 

Leslie, who goes by @DrLeslie and is a family medicine doctor at the University of Minnesota Medical School, has amassed more than 300,000 followers on the platform in recent months. Most of her TikTok videos offer insights on health issues that impact teens, ranging from how to talk to doctors about birth control to why it’s a bad idea for a group of friends to share a lollipop.

 

She’s best known for getting real about vaping and vaping-related illness. The issue is more urgent than ever for many parents, with surveys showing that vape use at an all-time high among teens amid an outbreak of a life-threatening vaping illness. 

 

Part of the problem, according to medical experts, is the teens aren’t aware of the risks because public health organizations aren’t communicating with them on the platforms they use.

 

That’s where Leslie comes in.

 

Leslie doesn’t talk down to the viewer, but instead shows side-by-side images of a vaping-related lung injury and a normal lung biopsy, and discusses the root causes.

 

In one video, she shows her followers what vaping lung illness really looks like under a microscope. “That is terrifying,” she says in the video.

 

Leslie says she gets a lot of messages from teens who have stopped vaping because they watched one of her videos.

 

“I expected it as a primary-care doctor who’s often talking to teens about the health risks associated with something like vaping that’s perceived as cool,” she said.

 

Greater engagement on TikTok than other platforms

 

Leslie is just one of the doctors who have recently started popping up on TikTok. Far more physicians are on Twitter and Instagram, which are more popular with older generations.

 

But those who have taken the TikToK plunge say they are experiencing far greater engagement on content there than on other social media platforms.

 

Jefferson Health’s Dr. Austin Chiang, one of the most active physicians on social media, recently joined TikTok after reading about how it’s taking off. 

 

Chiang uses TikTok primarily as a platform to talk to other young doctors about issues that matter to them, like the cost of medical education or the sacrifice of giving up their 20s to spend nights and weekends in the hospital.

 

Chiang says he already sees the most engagement on TikTok, which is used by more than 700 million people daily, according to its owner ByteDance.

 

Chiang and Leslie are also using TikTok to combat health misinformation.

 

“I’ve heard the criticism that doctors and other medical professionals on social media are somehow less credible, or won’t be taken as seriously by their peers,” said Sherry Pagoto, a behavioral scientist and professor at the Department of Allied Health Sciences at the University of Connecticut. “But I think that school of thought is going to be a thing of the past.”

 

Pagoto notes that medical experts need to meet teens where they are, rather than sticking to the older methods of advertising on television or Facebook.

 

“It would be great for public health organizations to follow the lead of these medical professionals on TikTok,” she said.

 

Read More: https://www.cnbc.com/2019/11/29/doctors-use-tiktok-to-talk-to-teens-about-vaping-birth-control.html

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Top 3 Healthcare Marketing trends for 2020 | Social Media and Healthcare | Scoop.it

The healthcare industry sees technology as a source of inspiration for progress and innovation.

 

Health care is a complex system that is resilient to major changes but vulnerable to butterflies, where even a small amount of inputs has dramatic consequences. While future health trends are being discussed in the industry, some are most useful.

 

The health information technology market is expected to reach $390.7 billion by 2024. Processing 30 billion health care transactions cost almost $250 billion a year. Healthcare spending in the United States will amount to $5.4 trillion by 2024, which corresponds to an annual average of 19.6% of GDP. 

 

As more and more healthcare providers outsource various administrative functions, these three trends will benefit the medical companies as part of their marketing strategy for 2020.

 

1.  Internet of Things (IoT)

The Internet of Things is not only an executive fridge that orders its owner’s favorite food itself, or a service kettle that boils water on demand from a smartphone.  These are smart bracelets, sensors, which you can remotely monitor your health.

 

IoT has advantages that make healthcare more reliable, efficient and faster. IoT-enabled devices enable remote monitoring, unleashing the potential for superior care. 

 

The following examples show what healthcare can do with IoT.

 

  • Real-time location – medical devices such as wheelchairs, scales, sprayers, defibrillators, monitoring equipment or pumps are detected by sensors and easily detected by IoT. Other IoT devices help monitor the environment.
  • Wearable accessories are often used to monitor the user’s health for medical reasons, such as heart rate, blood pressure, calories burned, etc. The manufacturing industry is expected to have 240.1 million people in 2021.
  • Improved patient data and real-time tracking. The future for effective care is higher than ever before. It is now up to health care providers to make the best use of this technology.

 

In other words, in a few years, the world around us will become the Internet of Things.

 

2. Automated Medical Billing

They eat your wallet space, get easily lost, and when you try to find them, you realize you’ve already thrown them away. With medical bills, you always want to be very careful not to lose such important receipts.

 

Introduction of an automated billing system for medical services.

 

Let’s be honest, no one else wants to deal with paper receipts. Fortunately, medical bills are currently processed online or in the cloud. This new software allows your healthcare providers to effectively monitor and optimize their medical bills and payments. They will be able to review their insurance at any time without the risk of insurance errors, as the software will already report possible errors in advance. This increases the security of their records, so third party billing services are very popular. This is something that medical companies should consider for the coming year.

 

3. Patient Experience

A business that is constantly evolving is equated with clients that are also constantly evolving. The medical business is no exception. If you work with a professional and experienced medical invoicing outsourcing company, this will provide you with the best way to lead the way in identifying future trends and strategies related to the success of your RCM.

 

However, be careful with the use of personalized experience, sometimes users may have too complex instructions and directions. Improving patient experience begins with clear messaging and information, especially on practice-specific topics.

 

Read More: https://getreferralmd.com/2019/10/3-healthcare-marketing-trends-for-2020/

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Healthcare Marketing Mistakes to Avoid this Holiday Season 

Healthcare Marketing Mistakes to Avoid this Holiday Season  | Social Media and Healthcare | Scoop.it

Patient's interests and behaviors shift during the holiday season, and thus, so should your healthcare marketing. 

 

The holidays provide an opportunity to be creative with your messaging and to strengthen the provider-patient relationship during a season filled with holiday cheer and a spirit of giving.

 

But the holidays can also mean a break in routine, which opens the doors for some mistakes. To make the most of your holiday healthcare marketing, read on for common mistakes doctors and dentists make around the holidays and how to avoid them.

 

These common mistakes can ruin your healthcare marketing

Not marketing your practice during the holidays

If you associate the holiday season with a lower patient volume, you may think healthcare marketing is less important this time of year. But choosing not to market your practice is perhaps the biggest healthcare marketing mistake of all.

 

By not marketing your practice, you’re counting yourself out of the decision-making process for those patients who are seeking care.

Timely and relevant content can make your campaigns more effective because you’re providing your patients with the information they find useful.
 

Thinking there’s less interest in health toward the end of the year

The holiday season may have its share of parties and late nights, but it would be a mistake to think there’s a lack of interest in health this time of year. On the contrary, during moments where people may be indulging more, there can be a heightened awareness of healthy habits. 

 

New Year’s resolutions, for example, are often tied to health and productivity goals. 

 

Not being inclusive in messaging

When planning your holiday healthcare marketing strategy, it’s important to create messaging and content that is inclusive of everyone. Being inclusive with your healthcare marketing allows you to reach more people and is especially important to younger patients.

 

Not updating your website and web profiles

The holidays often mean changing schedules for both patients and healthcare providers alike. If you have special holiday hours, make sure that communicating them to current and prospective customers is at the top of your healthcare marketing strategy this year. This gives patients the transparency they need to book an appointment.

 

An accurate and prominent web presence is an essential component of your healthcare marketing strategy, and this is even more important during the holidays when you may have less time to field questions.

 

Waiting until the last minute

Do not wait until the week before major holidays to start your holiday healthcare marketing. Give your patients ample time to understand any changes to your schedule or promotional offers. This also gives you a chance to share important messages multiple times, so you can ensure more people see them.

 

Healthcare marketing is a year-round effort. There’s always an opportunity to connect with your patients and make your practice stand out from all other care options. Keep these tips in mind when planning your holiday campaigns.

 

Read More: https://www.patientpop.com/blog/marketing/holiday-marketing-mistakes/

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6 tips to overcome challenges in Healthcare Social Media  | Social Media and Healthcare | Scoop.it

Social media marketing has essentially become unavoidable.

 

Finding healthcare social media success isn’t always easy. In fact, doctors often have the same few struggles. 

Statista estimates the number of social media users in the U.S. will rise from roughly 244 million in 2018 to approximately 257 million by 2023. Given these numbers, standing out from the crowd on social media is important, but it isn’t easy.

 

Here’s some advice to help your practice overcome the common challenges of healthcare social media:

 

1. Highlighting patient success stories without revealing PHI

Incorporating patient success stories into your social media marketing is a great way to promote your expertise. However, be careful not to accidentally disclose PHI, as this can lead to a HIPAA violation.

 

"Knowledge is the key to avoiding this"

 

When compiling patient success stories for social media, work with a legal professional to create patient marketing consent forms. Otherwise, only discuss patients in general terms without revealing PHI, and always triple-check content for potential privacy violations before posting.

 

2. Reaching their target patient base

A Facebook post has an organic reach of just 6.4 percent of a Page’s likes, according to We Are Social. However, the average paid reach is 27.3 percent higher than the average total reach. 

 

Given these numbers, it’s not surprising that 53 percent of companies use social advertising — i.e., purchasing ads on social networks — according to HootSuite. Social media advertising campaigns can be created to fit any budget, and they’re effective. 

 

3. Determining good content to share

Growing your patient base is the overarching purpose for social media marketing, but coming on too strong will get you unfollowed fast. Generally speaking, approximately 80 percent of your content should be informative or interesting and 20 percent should be promotional.

 

4. Finding time to share and engage

You won’t engage your patient base by posting content sporadically and occasionally responding to comments.

In fact, 52 percent of small businesses post on social media at least daily, according to Clutch.

 

Schedule time on your calendar each day for social media marketing activities to make sure they don’t fall by the wayside. 

 

Of course, as a busy doctor, you might not have time to effectively manage your social media properties. In this case, delegate this task to a member of your staff or take on an outside social media partner.

 

Proper social media management is a key component of an effective strategy.

 

5. Choosing the right social media platforms

Different demographics gravitate toward different social networks — i.e. Facebook, Twitter, Instagram. If you don’t take the time to figure out where your patient base is, your medical social media efforts might be wasted on the wrong crowd.

 

Maintaining social media accounts on multiple platforms will allow you to reach different demographics that fall into your target patient group.

 

6. Getting patients to share their content

 

The more your social media content is shared, the broader your reach. However, people don’t share just anything, post on topics important to your patient base, take time to proofread for spelling and grammatical errors, and share information from credible sources. You can also hold a social media contest where entry involves sharing a certain post and tagging a friend or two.

 

Patients want to connect with you on social media, but simply having an account isn’t enough to promote your practice. Finding success in healthcare social media requires a significant time investment, but it’s well worth the effort.

 

Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/doctor-social-media-marketing-challenges/

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10. Maintain A Consistent Posting Schedule

11. Build A Tweet Bank

12. Retweet Your Own Tweets

13. Use Twitter’s Advanced Search Function

14. Create Twitter Lists

15. Share Valuable Content

16. Pin Your Best Content

17. Take Part In Twitter Chats

18. Analyse Your Twitter Followers With Followerwonk

19. Post When Your Followers Are Online

20. A/B Test Your Tweets

21. Reshare Your Best Content

22. Create Twitter Moments

23. Save Searches

24. Automate Twitter Activity With IFFTT

25. Analyze Your Competitors on Twitter

 

The key to success with social media, as with life, is to work smarter not harder. These tips will help you increase your follower count, reach a wider audience, and boost your engagement on Twitter. Implement these tactics the next time you post on Twitter and watch your engagement rate rocket.

 

read the original unedited article at https://medium.com/@JBBC/become-a-social-media-ninja-with-these-25-smart-twitter-hacks-af4da1bf9880

 

 

nrip's insight:

These excellent tips can help you increase you use Twitter effectively.  If you have any questions please ask in the comments section below, or DM us on twitter at @plus91

 

 

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Native Advertising in Healthcare

Native Advertising in Healthcare | Social Media and Healthcare | Scoop.it

It’s no secret that healthcare marketing continues to change daily and it’s getting even harder to market healthcare products.

 

In this age of the internet and social media where a lot of consumers are selective of what they view, it takes great ingenuity to be successful in marketing.

 

From the beginning of the pandemic, marketing is even harder now. 

 

But it doesn’t have to be. 

 

Native Advertising is a way to solve this problem and make things a little bit easier for healthcare companies.

 

What is Native Advertising?

Native advertising is a form of paid advertisement that matches the medium where the advertisement takes place. These ads do not have the look or feel of pop-up or banner as they do their job without disrupting the user’s experience.

 

They are usually in the form of articles or videos and they tend to blend in with the content of the medium properly, making it difficult to identify.

 

Native advertising helps healthcare companies reach out to consumers easily. Ads for healthcare products are pretty easy to spot, but with good native advertisement strategies, they can be able to reach out to consumers without stress. 

 

Strategies for Native Advertisement

Native ads work only if placed properly. Below are some strategies for a successful native ad campaign.

  • Find the Right Medium:
  • Keep your Audience in Mind:
  • Be Original:

 

Healthcare marketers and companies need to invest in native ads as they tend to be more effective and have a higher conversion rate.

 

read the whole post at https://thefutureofhealth.care/free/03/05/2021/native-advertising-in-healthcare/

 

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How to advocate for a bigger content marketing budget #hcmktg 

How to advocate for a bigger content marketing budget #hcmktg  | Social Media and Healthcare | Scoop.it

Unique and compelling content has always been a scarce and valuable commodity on the web. Consumers, brands, software companies and even search engines have created a booming industry around creating, organizing, consuming, sharing and measuring content. With the wide adoption of social media and maturity of email, sales and marketing automation platforms, content is more important than ever before.

 

The cost of creating engaging content is significant and ensuring that content reaches the desired audience can further increase the required investment. This article outlines effective strategies for selling management on a larger content marketing budget in 2021 and beyond.

 

In a study by Semrush, 46% of consumer brand marketers surveyed indicated their biggest challenge with content marketing programs is securing a proper budget.

 

Despite that fact, the average brand marketer invests up to 40% of its total marketing budget on content.

 

To discover how to increase that number for your organization, read on https://www.smartbrief.com/original/2021/04/how-advocate-bigger-content-marketing-budget

 

 

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New trends to get your healthcare blog noticed 

New trends to get your healthcare blog noticed  | Social Media and Healthcare | Scoop.it

If your practice doesn’t have a blog — or you have one that’s not actively maintained — it’s time to make a change.

 

Spice up your doctor blog by experimenting with different post formats like interviews, how-tos, and personal stories.

 

More than half of marketers (55 percent) cite blog content creation as their top inbound marketing priority, according to HubSpot.

As a busy doctor, not having much time for healthcare marketing activities like blogging is understandable.

 

However, your competitors likely have a doctor blog, so you need one, too. Here’s a look at several different kinds of blog posts to help you get inspired.

 

Different types of healthcare marketing blog posts

1. Interviews (Q&As)

Captivate your patient base by sharing interviews on your practice blog. This type of blog post is great because you can do so much with it — i.e. interviews with you, your staff, and industry experts. 

 

Interviews will draw patients to your blog because they won’t find this unique content anywhere else. Marketing for doctors is all about educating patients and building trust, and this will do just that.

 

2. How-tos / Tutorials

As a doctor, you have a lot of knowledge that can benefit your patient base.

 

Imparting this in the form of tutorial videos is ideal because it can really help people.

 

For example, a dentist could share a video demonstrating the proper way to floss. Patients will appreciate the lesson you have to teach them, and if they find it especially valuable, they’ll share it with family and friends.

 

3. Personal stories / Patient case studies

When patients have a health problem, they often feel alone. This is why sharing personal stories — or patient case studies — is a great idea. A case study takes an in-depth look at an issue experienced by one patient or a group of people. 

 

This type of content is a valuable healthcare marketing tool because it really speaks to patients. Reading about your extensive experience treating an issue impacting them will encourage them to make an appointment.

 

4. News commentary

When a health issue impacting your patient base is in the news, patients want to know your thoughts on it. News commentary is great for healthcare marketing because it can boost your search rankings and highlight your specialized expertise.

 

For example, a family doctor might write a blog post on local measles outbreaks — i.e. what’s causing them and how to avoid exposure.

 

5. Reviews / Comparisons

Patients trust your opinion, so they want to hear your thoughts on the products they use. In fact, product recommendations account for nearly one-third (31 percent) of eCommerce site revenues.

 

For example, an ophthalmologist might share a review of a new brand of contact lenses or compare and contrast two popular brands. This adds value because it can help patients make an informed decision on the best product for their needs.

 

6. Video blogs

Some 96 percent of people have watched an explainer video to learn more about a product or service, according to Wyzowl. 

 

The demand for video content is clear. Online marketing for doctors must engage and inform, so posting videos to your blog is an ideal way to market your products and services because it’s what people want.

 

7. FAQs

Chances are, patients ask you many of the same questions over and over. Turning this into a blog post — or several — is smart because there’s clearly a demand for it and it’s relatively easy for you to create.

 

Blogging should be an integral part of any healthcare marketing strategy. This is a savvy way to connect with patients and keep them coming back to your website on a regular basis.

 

Your doctor blog can bring tremendous value to your practice. Making time for it in your busy schedule might be a challenge, but it’s an investment you won’t regret.

 

Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/5-article-formats-healthcare-blogging/

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Healthcare Media: Review 2019

Healthcare Media: Review 2019 | Social Media and Healthcare | Scoop.it

''Media” has long been part of our moniker here at MM&M – it is, quite literally, the third M of a brand that started its life and remains, at its heart, Medical Marketing and Media – but 2019 marked the first year in quite some time that we attempted to cover it on more than a semi-regular basis.

 

Frankly, we picked a fortunate time to start, given the flood of transformative news during the year.

 

But don’t take our word for it. For the final Third M dispatch, before we change calendars, MM&M asked several of the smartest folks in and around health media to answer a few questions about the people and trends that stood out during 2019. Their responses did not disappoint.

 

Here’s hoping for a similarly scintillating 2020.

 

What was the most important, most welcome, weirdest, coolest or otherwise most interesting trend or event in health media during 2019, and why?

The physicians who embraced TikTok. There are about 20 doctors (as well as residents and medical students) who are using the popular video platform to share health information. What I find jarring is the juxtaposition of medical topics with the informal nature of the videos. However, I am far from the Gen-Z audience that makes up a significant portion of the TikTok demographic.

 

“The value of the platform for health education was highlighted by Dr. Rose Marie Leslie in September when she created a video on the dangers of vaping. It amassed millions of views and led to mainstream media attention from ABC News, among others. Clearly these physicians are doing something right because many of them have gained tens of thousands of followers on TikTok. We’ll be watching.” – Eileen O’Brien, managing director, social media, W2O

 

“Authenticity. From UX design to chatbots, the bar for creating an authentic experience for the consumer has been elevated this year. Authenticity in 2019 evolved beyond the selection of a credible spokesperson for messaging—it’s about infusing it into every brand attribute, using a variety of elements (e.g., voice and visuals) to create an inimitable and trustworthy consumer experience.” – Tabytha Gil, linguistic insights analyst, Ogilvy Health

 

“The rise of voice search, which essentially means two things. First, with respect to the voice search queries input via your mobile phone or tablet: There are a variety of different statistics out there, but most analysts estimate that approximately 30% to 55% of all U.S. search traffic is being driven by voice search at the moment. This means that both your SEO and SEM strategies need to evolve. This is especially so for health, as voice search is already prompting many more long-tail keywords. The specificity of these keywords is an important point to note, with patients more likely to speak complicated clinical search terms rather than trying to type them.

 

“Second, there is an entirely different type of voice search playing out across AI-powered smart speakers, like Amazon’s Echo or Show, or the Google Home and Nest Hub. In these scenarios, particularly when there is zero UI or no screen, how can a brand take advantage of voice-driven search queries? One can easily envision this working in an unbranded example, but the billion-dollar question is how can branded search results populate in a compliant manner? The entire voice search economy will be a fascinating one to watch in 2020, but make no mistake: Both Amazon and Google are hard at work figuring out a way to monetize this smart search inventory.” – Justin Chase, EVP, innovation, and media, Intouch Solutions

 

“The focus on awareness, education, and support around mental health, from organizational, partnership and consumer perspectives. Second, patient influencers and advocates are driving health actions, and brands started to notice. As for the coolest event in 2019, Healthline Media partnered with wellness advocate Nitika Chopra to create Chronicon, bringing together hundreds of influencers to the first daylong event devoted to people struggling with chronic health issues.” – Ingrid Eberly, VP corporate marketing, Healthline Media

 

Read More: https://www.mmm-online.com/home/channel/media-news/health-media-2019-the-year-in-review/

Morgan Edward's curator insight, April 14, 7:03 AM

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5 Things to know before you start your Doctor's Blog  | Social Media and Healthcare | Scoop.it

You should cover hot topics on your doctor blog, but there are a few things you should know before doing so.

 

Writing about a hot medical topic such as the Zika virus, Ebola, or vaccinations is a great way to drive traffic to your doctor's blog. It can also help further your professional brand if you submit the post to a medical publication.

 

However, there are several things to know before taking a stance in a heated debate. Here’s a guide to help you better understand how to navigate controversial topics.

 

5 tips to cover hot medical topics on your doctor blog:

Don’t be afraid to share your opinion

 

Patients turn to your blog to see what you think about healthcare issues everyone is talking about. 

 

Your blog is part of your healthcare marketing plan, so offending your patients is the last thing you want. However, when dealing with hot medical topics, you need to share your true thoughts.

 

For your blog to add value, you can’t simply restate the opinions of each side — you need to be open and honest with your views.

 

Share facts from reputable sources

In the midst of medical controversy, patients want to separate fact from fiction.

 

Stick to relevant, quality sources such as government websites, medical journals, and studies conducted by well-known companies and nonprofits. 

 
Never use a statistic unless you can find its primary source — i.e. the original place it was cited — and only include timely information.
 

Present something new

People don’t want to keep re-reading versions of the same blog post.

 

Draw patients to your doctor blog by offering unique information on the hot medical topic they haven’t seen before. Write on an angle that hasn’t been discussed, clear up common misconceptions, or use this opportunity to explain the topic at hand in a manner patients can easily understand.

 

Offering up something different is great marketing for doctors because it shows the unique value you have to offer. 

 

Expect backlash

Everyone isn’t going to love every post on your doctor blog, and that’s OK.

 

When you write on a hot topic, speaking your truth is the most important thing. As long as you feel confident in your stance — and support it with credible information — that’s what matters most.

 

If you receive backlash, take it in stride. Respect the fact that people have opinions different from yours — even if they are not medically sound — and take the high road.

 

It’s OK to change your mind

Taking a stance on an issue now doesn’t mean you can’t change your mind later. In fact, authenticity is the best online marketing for doctors.

 

If in a few months or years you decide you actually agree with the other side, it’s fine to change your tune. Simply update your blog post to reflect your new beliefs and share the reason for your change of heart — for example, if new data was released.

 

Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/blogging-age-zika/

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Guide to optimize your campaigns for Voice Search   | Social Media and Healthcare | Scoop.it

Almost all American adults have a voice search tool with them at all waking hours. You probably have one on your person right now. For iPhone users, it’s Siri, which also is on the MacBook and iPad. For Samsung users, it’s Google Now. Last year, people completed 250 billion searches with their voices. That’s one in eight searches.

 

There’s no question the demand for voice search is growing significantly. But how can you ensure you take advantage of it? Here are ways to capitalize on the trend line.

 

Start by developing your SEO

 

The most common response from voice assistants is to connect a user to Google’s top results. For example, when you ask a device a specific question like, “What is Tom Steyer’s position on the economy?” it will often direct you to five results in a mobile web browser. 

 

Therefore, ensuring your campaign ranks at the top of Google has never been more important.

 

Use Schema.org

 

Voice assistants increasingly use microdata from Schema.org to surface results. So, make sure your pages have metadata from that site inputted. 

 

Get Off Twitter, and instead build for Google

 

Campaigns and consultants spend so much time on Twitter. But it’s worth remembering, just 22 percent of American adults are on Twitter. Meanwhile, 73 percent of them are on YouTube (the world’s second-biggest search engine).

 

It’s a habit and a mindset change, but spending less time on Twitter and more time on Google/YouTube, will pay huge dividends for campaigns who can prove they are disciplined.

 

Create an extended FAQ

 

What is the primary input of voice assistants? Questions.

 

Use AnswerThePublic.com to produce a tree of all of the questions people are asking. You should have a page on your website that answers all of those questions and more. Then use the above-mentioned Schema.org to create microdata for the page that will help voice assistants populate the information to voice searchers.

 

Build an Alexa skill

 

An Amazon Alexa skill is a voice application. Similar to how Apple has apps on its App Store, Amazon has apps that work on the Alexa and can be created by anyone. Alexa represents the potential for what voice technology, especially for campaigns holds.

 

On a recent trip to Seattle, I met with two Amazon Alexa staff members. They explained to me that practitioners in voice should focus on building for two distinct purposes. The first is consumer voice experiences. These are voice applications that answer questions or provide information for commands. 

 

The second purpose is conversational AI. These are advanced applications that make you feel like you are having a conversation with a person.

 

Develop CFIRs for your Alexa skill

 

CFIR stands for Can Fulfill Intent Requests. CFIRs populate Amazon Alexa’s database with information and are like keywords or key phrases that may invoke your skill.

 

Example: I was laying on my couch one day and feeling tired. So, I said, “Alexa, inspire me.” And a skill started playing and offering me inspirational quotes from Oprah, Muhammed Ali and other leaders. The creator of this skill had programmed “inspire me” as a CFIR.

 

These are similar to the questions and answers you put on your FAQ as well as commands and responses you want that users could invoke.

 

Publish keyword-rich videos on YouTube

 

Remember, YouTube is the world’s second-biggest search engine. Start supplying content for it. Publish answers to FAQs in video form. Publish campaign ads. And in your keywords, post the questions that voice searchers might ask their assistants. Google pulls heavily from YouTube for results, and this may cause your content to rank near the top.

 

Embrace brevity

 

Similar to people, voice assistants that talk too much and for too long can be annoying. Keep your answers brief — 29 words brief. Those 29 words are about 10 to 12 seconds. Meanwhile, make your questions a bit longer — about 9 words, as this is the average length of questions people ask their voice assistants.

 

So don’t get left behind. Follow these tips to optimize your campaign for voice!

 

Read More: https://www.campaignsandelections.com/campaign-insider/how-to-optimize-your-campaign-for-voice-search

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Make this Christmas a little more special with fun marketing ideas!

Make this Christmas a little more special with fun marketing ideas! | Social Media and Healthcare | Scoop.it

These healthcare marketing tips can help you connect with new and current patients during the holiday season.

 

The holidays are around the corner, which means now’s the time to try holiday-themed marketing campaigns that show the festive and personal side of your practice.

 

It’s important to create timely content to bring more patients to your practice or keep you top-of-mind as your patient's book appointments in the new year.

 

Holiday marketing for doctors can be as simple as putting a seasonal touch on some tried-and-true marketing strategies. Check this list of ideas once — or twice! — to help you create fun, attention-getting holiday healthcare marketing campaigns this season.

 

Holiday marketing for doctors: 

Film a holiday video

When it comes to digital content, consumers can’t get enough of video.

 

According to HubSpot, 54 percent of people want to see more video content from businesses. Videos allow you to showcase your personality, and the holidays are a great time to send your patients a warm, heartfelt message. Just set up a digital camera or use your mobile phone.

 

Video marketing is great holiday marketing for doctors because it helps build your relationships with patients, and can also bring more patients through the door. 

 

Hold a social media photo contest

Healthcare social media is one of the easiest places to foster an authentic connection with your patients, and people love a chance to win something. Invite people to share a holiday-themed photo related to your specialty.

 

For example, if you’re a dentist, host a photo contest for good dental hygiene habits with a holiday spin. Make sure the rules for entering the contest are made clear: 

 

  • Let people know when entries will close.
  • Designate a hashtag so you can keep track of entries.
  • Note that people must have a public profile and be following your account to win.

Host a holiday Q&A

People have health-related questions year-round and aren’t shy about going online to look for answers. In fact, 74.6 percent of people have looked online to find out about a doctor, a dentist, or medical care, according to PatientPop.

 

Because the holidays can be a particularly hectic time for many people — from dealing with flu season to seasonal food choices to increased travel — this is a great time to give patients the opportunity to ask you timely questions by hosting a Q&A on your healthcare social media channels.

 

You can use Facebook Live or Instagram Live to answer questions on the spot or use Instagram Stories for a more curated experience.

 

Invite patients to submit New Year’s resolutions

The end of the year can be a reflective time, and people are more likely to be thinking about improving their health habits. 

 

As a trusted source and invested party in your patients’ health, invite your patients to share their resolutions with you via social media or even an email campaign. Start the conversation by sharing your own resolutions. 

 

Write holiday-related blog posts

Use the holidays as inspiration for your blog. Creating timely content makes your blog more relevant to patients. It also increases the likelihood that your blogs will be shared, which may help you get on new patients’ radar.

 

You can blog about any number of topics depending on your practice location or specialty. For example, if you’re a dermatologist, you can offer skincare tips for colder weather.

 

Send a holiday marketing email

Nearly six in 10 people say they prefer email communications from brands above any other channel, including text, phone, and social media. 

 

Send healthcare marketing emails to your patients this season that:

  • Offer tips for staying healthy through the holidays
  • Contain a “Happy Holidays!” message
  • Share healthy holiday recipes
  • Remind people to book an appointment before the end of the year

 

Send patients a holiday greeting card

 

The holidays are a popular time for old-fashioned greeting cards. Design a holiday card featuring you and your practice staff and a heartfelt message.

 

Including a thoughtful note can strengthen your relationship with your patients, and they’ll receive a nice surprise when they open their mail. Let them know you are happy to be taking care of them.

 

Spread some seasonal cheer by implementing some of the tips on this guide to holiday marketing for doctors. You’ll stand out among healthcare or dental practices and can help mitigate against a slower season. 

 

Read More: https://www.patientpop.com/blog/marketing/10-practice-holiday-campaign/

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Ace your dental advertising with paid ads! | Social Media and Healthcare | Scoop.it

"Patients today make their healthcare decisions online"


For the most part, patients are looking for their dental care on Google. Google has 88 percent of the U.S. search engine market share, according to StatCounter.

 

According to Google, one in every 20 searches is health-related, which translates to at least 100 billion health searches a year, according to Search Engine Land.

 

Thus, showing up prominently in Google results is a key marketing priority for any dental practice. Dental ads offer dentists a unique opportunity and competitive advantage in reaching patients who are searching for their services. Read on to learn why paid dental advertising is a good investment for your practice.

 

How dental ads are different from traditional marketing

1. You control where you rank. 

On Google, paid dentist ads appear above organic listings on search engine results pages (SERPs). They look almost identical to organic results but are delineated with the word “Ad” in a green box. Placing a dental ad on search can place you at the top of the search results.

 

This is important because where you rank on Google matters. Generally speaking, the higher you rank, the more clicks you can expect to receive. 

 

2. The results are immediate.

 

Online advertising for dental practices is the perfect complement to search engine optimization (SEO). When you place a dental advertisement, you can rank the top of the page for that keyword as soon as your campaign goes live, which can mean an instant boost in traffic and dental patients. This can be an especially good strategy if your website has recently been redesigned, as it can take several months for Google to index your site.

 

3. You can reach your ideal customer.

Unlike more traditional forms of dentist advertising, placing a dentist advertisement on Google allows you to control who can see your ads. 

 

You can select to market only in relevant geography. If you’re a dentist in Brooklyn, for example, you may choose to only market to Brooklyn, rather than all of New York City, depending on your specific goals.

 

4. Place dentist ads on the highest value keywords.

One goal of search dental advertising is to reach patients who are ready to convert (book an appointment). The keywords that patients use when searching for care can show their intent of seeking dental care.

 

For example, a patient searching for [teeth whitening] might just be curious about the process and how it works. They may not be ready to book an appointment just yet. However, patients searching for [affordable teeth whitening near me] are showing their intent to seek dental care soon. This may be a higher value keyword because it’s likely to generate more appointment requests.

 

5. Payment is tied to results.

Paid search advertising for dental practices works on a payment model called pay-per-click (PPC). This literally means that you only pay when someone clicks on your ad.

 

A lot of practices hesitate to spend money on dentist ads, but this pay model makes it a safe marketing investment. Because your ad is targeted to those seeking your specific services, the chance that those clicks become booked appointments is higher than with other dental advertising strategies.

 

6. The return on investment is highly measurable.

With Google advertisements, you can see everything that’s tied to a click on your ad — from the person’s initial search query to what they did on your website, including whether they booked an appointment or if they called.

 

You can see which of your dental ads are working and which aren’t and calculate exactly what you’re getting in return for your investment.

 

7. It’s a consistent marketing investment for your practice.

Because you pay per click on your ad, it may feel like something that’s difficult to plan month-to-month. However, after some trial and error and figuring out which of your dental ads work best for you, this form of dental advertising becomes consistent over time and is something that you can plan for in your business.

 

8. You can change your budget at any time.

 

Paid dental advertising is a flexible form of advertising. You can adjust your budget or start or stop your dental ads at any time.

 

Use online dental ads to serve your marketing needs on a budget and commitment that works best for your practice.

 

Read More: https://www.patientpop.com/blog/marketing/local-search-marketing/paid-dental-advertising-benefits/

 
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2020 Trends for Social Media Marketing in Healthcare | Social Media and Healthcare | Scoop.it

Healthcare social media marketing has evolved significantly over the past decade.

 

Gone are the days of social media managers posting the same or similar content across one, two, or three social media profiles and calling it a day.

 

Given the importance of social media in healthcare, the team at Convince & Convert wanted to identify common trends across social media marketing from the top U.S. hospitals.

 

Our New Healthcare Social Media Research

Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the top U.S. hospitals, as determined by bed count and the 2018–19 Best Hospitals Honor Roll.

 

We used Rival IQ for content aggregation and in-depth competitive analysis of all 54 hospitals’ social media efforts. We gathered insights into how hospitals use private messaging by directly interacting with hospital Facebook pages through Messenger.

 

We also ranked the Top 20 Hospitals in Social Media based on a ranking score that includes Audience Size, Engagement, Engagement Rate Per Post and Total Posts.

 

The 4 Best Practices for Healthcare Social Media Marketing in 2020

Here are the 4 best practices of healthcare social media marketing that will help you set your strategy in the right direction this upcoming year.

 

1. Diversify Your Channel Mix Beyond Facebook and Twitter

Our research found that hospitals post on Instagram less than once every two days, but publish to Twitter and Facebook at least twice per day on each channel. Based on posting frequency, Instagram and YouTube are as secondary channels, despite these audiences being more engaged.

 

2. Vary Your Content Mix to Optimize Audience Actions

More than half of the best-performing posts included photos of people. Twenty-seven of the best 50 posts clearly showed the faces of people or babies.

 

In addition, curated content links have higher engagement: 35% of links shared by hospitals are curated, meaning they are not from the hospital’s own domain. Posts with curated links earned an average of 0.033% engagement per post, while links originating from the hospital’s own domain generated half as much engagement, at 0.015%.

 

3. Boost Top Performing Posts Organic Posts

While engagement is trending down across social media as a whole, brands are circumventing declining organic reach by spending money to ensure their content is getting seen.

 

In fact, 5.5% of all hospital Facebook posts we analyzed are signaled as “likely-boosted”, according to Rival IQ. Of those likely-boosted Facebook posts, the engagement rate per post was 177% higher than the non-boosted posts.

 

4. Connect with Niche Communities

While Facebook Brand Pages continue to be used by patients and hospitals, some hospitals are beginning to leverage Facebook Groups and Messenger to create deeper connections with audiences. 

 

In fact, 30% of the top U.S. hospitals are making Groups part of their Facebook strategy. Twelve of the 54 hospitals (22%) are currently or have recently used Groups as part of their Facebook outreach.

 

Social media marketing is the present and the future is returning to a one-on-one approach of engaging with audiences directly, be it in a private message or in response to a recommendation. Users are eschewing the spotlight in favor of smaller, niche communities where their presence is valued and they are not just a number.

 

Read More: https://www.convinceandconvert.com/social-media-marketing/healthcare-social-media-marketing/ 

 

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Here's The Simple Secret To Apple's Marketing Success

Here's The Simple Secret To Apple's Marketing Success | Social Media and Healthcare | Scoop.it

Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away. — Antoine de Saint-Exupéry, 1939


When did marketers start assuming that the way to stand out amidst loud and flashy advertising methods was to be even louder and flashier? We’re faced with increasing evidence, statistics, and research findings indicating that consumers are tired of being bombarded with extraneous information, which distracts rather than assists them in their buying decisions.


According to research done by CEB, the most effective way to reach consumers isn’t through elaborate and complex websites, ads or sales copy, but rather through simplifying the decision making process: in other words, presenting exactly what consumers need to know, while leaving out the rest. In fact, they found that companies who simplified and streamlined the decision making process for their customers were 86% more likely to make a sale.


The key to modern marketing? Simplicity.


more at http://www.forbes.com/sites/jaysondemers/2014/07/08/heres-the-simple-secret-to-apples-marketing-success/




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