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Social Media Leads the Way in Patient Engagement

Social Media Leads the Way in Patient Engagement | Marketing | Scoop.it

efore a patient even walks in the door, he's already generated a first impression of his physician and practice based on what he's found online.

"Our patients have formed an impression before they've met us [in person],"said Nick Van Terheyden, the chief medical informatics officer for Nuance Communications during the Healthcare Information Management and Systems Society (HIMSS) Annual Conference.

To make sure that first impression is a good one it helps for physicians and practices to have an active presence on social media platforms such as Twitter, Facebook, and LinkedIn, he said.

Terheyden, who tweets under the handle @drnic1, cited data from a recent survey by Nuance that found about 40 percent of patients check online sources in advance of a visit with their physicians. Data from the Pew Research Project suggest that one of the first places patients stop is Google or other search engines. Among the first results for such searches are usually social media accounts.

"This is happening, and if you aren't accessing it you are missing an opportunity to interact," Terheyden cautioned.

For example, he noted that one of the things that patients may find when they search for a physician's name are patient reviews on physician review sites. These sites offer the opportunity for physicians to post a profile picture and may offer an opportunity to respond to reviews. He suggested that physicians be aware of the reviews they are receiving online and to post photos and other information on such sites to create a positive impression.

Many businesses and organizations, including Dell, actively monitor social media for mentions and complaints about their company and products. This monitoring gives them an opportunity to quickly respond and provide a better impression of their service, Terheyden explained.

Hospitals and practices are also getting in on the act with their own social media patient outreach. Terheyden highlighted several ways healthcare organizations can use social media to enhance patient engagement, including community engagement, real-time patient education, outreach to referring physicians, customer service, and crisis communications.

"It's not going away," he said.

It can be intimidating for physicians and practices to dip a toe in social media, Terheyden acknowledged. But he suggested they start slow by setting up accounts and following what other practices and health organizations are doing on social media. He suggested that physicians follow colleagues and others they know in the industry. One way to follow conversations on Twitter is by following hashtags (#). For example, typing in #HIMSS15 allows Twitter users to view tweets relevant to the HIMSS meeting.

Practices should establish policies for social media use and train staff to avoid inappropriate posts or posts that could violate patient privacy, he said. For example, the Mayo Clinic suggests a 12-word social media policy:

• Don't lie

• Don't pry

• Don't cheat

• Can't delete

• Don't steal

• Don't reveal

Ultimately, Terheyden said that interacting with patients is really the key to successful social media use and it can be a powerful tool for patient engagement.

"It's about collaborating, interacting, engaging, and learning from our patients," he said.

- See more at: http://www.diagnosticimaging.com/himss-2015/social-media-leads-way-patient-engagement#sthash.eydzVLTI.dpuf

 


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John K. Bromley's curator insight, April 29, 2015 12:20 PM

Healthcare continues to be a change institution and agent by necessity. Telling the story of change through social can only increase your audience for better advocacy and  engagement. 

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Content Curation: 10 Basic Tips For New Online Curators

Content Curation: 10 Basic Tips For New Online Curators | Marketing | Scoop.it

Content curation - finding the most relevant, useful, and informative pieces of content on the Web and sharing them with your readers - is one of the major themes in content marketing these days.

Instead of trying to produce all of your own marketing content, why not strive, as well, to make your website a venue that your audience will trust as a great, if not the very best, source of information on your chosen topic, issue, subject area?

Curating content “is a way to make yourself known as the Steady Eddy source of information,” says Larry Chase, editor in chief of Web Digest for Marketers (WDFM), a weekly newsletter. “You want people to think, ‘This guy knows what I need to know.’”


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5 Examples of Inspired Checkout Processes That Bring Results | Convince and Convert: Social Media Strategy and Content Marketing Strategy

5 Examples of Inspired Checkout Processes That Bring Results | Convince and Convert: Social Media Strategy and Content Marketing Strategy | Marketing | Scoop.it

Pratik Dholakiya examines what makes the checkout processes of some of the best in the business click. As customers keep evolving in their online behavior, ecommerce companies will be forced to follow suit. As long as you are open to adaptation, you are open for business.


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11 signs your small business social media strategy isn’t working - Business Monday - MiamiHerald.com

11 signs your small business social media strategy isn’t working - Business Monday - MiamiHerald.com | Marketing | Scoop.it
Today, small business owners are busier than ever trying to run their companies while handling marketing and sales, too. An important part of marketing today is social media. For many small business owners, the world of social media is still foreign territory, and finding the perfect strategy that actually works can often be difficult.
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Shuttlerock: Social content for your website

Shuttlerock: Social content for your website | Marketing | Scoop.it
Generate content from customers and staff directly onto your website, then moderate and publish those photos and stories.
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Digital & Tech Jobs | Mashable Job Board

Search for jobs on Mashable, the leading news source for digital innovators. Find job listings in design, marketing, social media, and technology. New positions added daily.

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50 Most Influential Content Marketers

After intensive research and interviews with countless digital innovators, NewsCred has developed a list of the 50 most influential content marketers. Some are

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30 Overused Buzzwords in Digital Marketing - Mashable

30 Overused Buzzwords in Digital Marketing - Mashable | Marketing | Scoop.it
30 Overused Buzzwords in Digital Marketing
Mashable
Over the past 30 days, we've led you through the buzzword lexicon — highlighting the most confusing jargon in the digital marketing dictionary.
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3 Things Amazon.com Can Teach Us About Marketing Automation - ClickZ | #TheMarketingAutomationAlert

3 Things Amazon.com Can Teach Us About Marketing Automation - ClickZ | #TheMarketingAutomationAlert | Marketing | Scoop.it
We can learn a lot from Amazon.com about marketing automation. Columnist Ramon Ray explains how Amazon is getting it right and shares tips for marketers to better use marketing automation to their advantage.

 

Digest...

 

As you're looking to start (or improve) your marketing automation, consider these principles from Amazon.com:

What can I do to give my buyers more of what they want? Instead of emailing all your customers the same thing, why not automatically segment your customer lists better so you have real time information on what your customers have bought. Using marketing automation, you can trigger more personalized marketing campaigns and have them buy more.What can I do to help improve my customer's buying experience? Through your marketing automation, you can customize the landing pages, widgets and other elements of your web site. This customization will not only help your customers in their buying decisions, but will also help them buy more from you. Amazon.com has shown this.Listen to your customers and improve your own business. I interviewed Scott Hintz,the creator of TripIt and one of the founding team at Expedia. I asked him what the most important part of building TripIt was and he simply said, "We listened to our customers". Amazon are experts at listening to their customers through passive actions such as web browsing, to purchase history, to actual feedback through surveys and customer service.

 

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► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).


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marketingIO's curator insight, November 17, 2013 7:58 PM

You could do a lot worse. This is excellent guidance to follow.

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Three Deadly Reasons Most Websites Fail - Profs | #TheMarketingAutomationAlert

Three Deadly Reasons Most Websites Fail - Profs | #TheMarketingAutomationAlert | Marketing | Scoop.it
Web Sites - Although websites were introduced over 20 years ago, the vast majority still function on old-school paradigms. Here's where most websites are getting it wrong—and how you can get it right ...

 

Digest...

 

1. Most websites act like an online brochure instead of a thought-leadership resource

2. Most websites are one-size fits all instead of dynamic

Today's buyers require a personalized experience. They don't like to be treated like everyone else. Context helps marketers gain a larger share of attention from prospects and helps move buyers down the funnel.

3. Most websites are built for the company, not the customer

All it takes is a little bit of research and the decision to create a more user-centered design. Do so, and your customers will love your website and think, "This is for me!"


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marketingIO's curator insight, August 27, 2013 6:50 AM

To me, the best way to approach a web site is to think of it as a College of Content, split into Department (Personas), with the sole purpose of educating with compelling and beneficial knowledge that is constantly changing.


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7 Metrics Every Marketer Should Check Weekly (And How to Improve Them)

7 Metrics Every Marketer Should Check Weekly (And How to Improve Them) | Marketing | Scoop.it
Learn about metrics you should be tracking on a weekly basis to help you achieve your monthly marketing goals.
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Rob Wilkerson (robwilkerson) on about.me

Rob Wilkerson (robwilkerson) on about.me | Marketing | Scoop.it
View Rob Wilkerson on about.me. About.me makes it easy for you to learn about Rob Wilkerson’s background and interests.
Crassenstein's insight:

SCHABLONe

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Shuttlerock: Social content for your website

Shuttlerock: Social content for your website | Marketing | Scoop.it
Generate content from customers and staff directly onto your website, then moderate and publish those photos and stories.
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Taking the guesswork out of content marketing | Marketing Magazine

Taking the guesswork out of content marketing | Marketing Magazine | Marketing | Scoop.it
Taking the guesswork out of content marketing, Content marketing is the marketing tactic du jour.

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Ally Greer's curator insight, August 20, 2013 6:14 PM

"The right information can transform your content marketing."


Test, test, test, and then use what works!

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Software Bau.Tools BlowerDoor jetzt mit Sequenz-Analyse - Baulinks.de

Software Bau.Tools BlowerDoor jetzt mit Sequenz-Analyse - Baulinks.de | Marketing | Scoop.it
Baulinks.de Software Bau.Tools BlowerDoor jetzt mit Sequenz-Analyse Baulinks.de (16.8.2013) Das Upgrade der 2011 eingeführten Software Bau.Tools BlowerDoor bietet professionellen Thermografen jetzt weitere Optionen: Die Differenzthermografie wurde...
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