These are the chattiest brands on Snapchat, demonstrating that time-sensitive images can actually be a strength in brand marketing.Mobile apps such as Twitter, Vine, Instagram and Snapchat are turning traditional media marketing upside down, challenging brands in increasingly new ways. Human interactions are key to brand loyalty and building a strong consumer base, and these mobile apps allow for two-way conversations.
Snapchat, which launched in the iTunes App Store in September 2011, is popular with a much younger demographic than some marketing execs are used to, but it takes little or no cost to interact with customers by way of snaps. Compare that to other pricey forms of old-school advertising, and that’s a major plus...
Snapchat is really big today, i myself use this app with my friends. This is a great way to get a message out among many people. The Snapchat app allows you to take a picture, write a short message and draw on it. You can then select how long this picture will be viewed for and send it to select friends. Snapchat has now added another feature called "Mys story" You can make a collage of pictures that will show on someones screen for up to 24 hours, after that the pictures are gone forever. This would be a great app to work with as a PR agent.
1. Social media is here to stay. Studies show that 18 percent of all time spent online is spent on social media; some studies report one in five minutes a day! You need to be there, in front of people, as this is a huge opportunity and the medical field as a whole supports jumping on this form of marketing.
2. New patient acquisition is the biggest hurdle for most clinics. Social media is the most cost-effective and targeted way to reach your prospective patients.
3. Social media helps you build relationships. Whether with current patients and their families or prospective new patients, social media makes it easy to stay in the forefront of their minds, by lending yourself to becoming a resource. Having a large social media base can even help you to assess adding particular services or products.
4. Everyone loves Facebook. A number of reports state that Facebook is the most influential social network with the most diverse user base. Use a personal page to promote your clinic and healthcare providers. Personal pages are more prominent in news feeds and give more opportunity to interact with your fans, i.e. wishing them "Happy Birthday." (It is also important to have a business page (aka a "fan page") for the practice for SEO purposes.)
5. Images of office life are the most important pieces of the social media DISCUSSION. People buy from people, not nameless, faceless, soulless businesses. Posting images and pictures of day-to-day life even on a clinic page is key to building a sense of community around your brand.
6. Social media influences search engine rankings. And having great search engine rankings improves your chances of being found when Betty types into Google "family practice in XYZ city."
7. Social media is the new "search engine." Many people look to social media to find the places and services they are looking for.
8. Social media offers the most highly targeted marketing opportunities. Less than a decade ago, if you wanted customers you might have to advertise on the radio or send out mailers. Today, reaching the specific prospective patient you are looking for is simple. You can drill down and target people down to their age, gender, geography, and interests.
9. Social media gives you more insight into your patients. By seeing which social media outlets are garnering the most "likes" or discussion feedback on healthcare issues (for example, links to important articles on timely material such as the benefits of the flu vaccine) you can get insight into your patients' worlds. Also: You cannot do it all, so once you have this information, pick two to three social media outlets where your ideal patients hang out, and be great at utilizing those.
10. There are people out there to help. For example, our company has a "Teach You to Fish" Program and a "Fish for You" Program to help you develop you social media marketing strategies for your practice.
I 100% agree with the first point. Social media is here to stay. As well as social media is the new "search engine" People look up products and services on facebook to see what others are saying about them.
Oreo was the brand with the highest increase of ‘buzz’ in 2012, with a 49% higher online chatter than in the previous year.
How did Oreo achieve this and also continue to maintain this high level of engagement?
We’ve previously discussed on the blog about how Oreo is the king of agile marketing, and it's clear that Oreo has a marketing team that not only has a finger tightly on the pulse, but who can also react with whip-smart efficiency, humour and charm....
Set goals first. If traffic, leads and sales are part of the goal, then gotta have the next focus be on content creation. Then, using social to share. Can't get much value out of social unless you're actively creating, publishing and sharing content.
To have an app to be able to connect with doctors is amazing. If you have a question and dont feel like waiting for hours to see a doctor you can get an answer quickly. This is also great so you can track what you have ate to see what food makes you react.
The boundaries between the physician – patient relationship have always been difficult as the relationship is based on trust, intimacy and the ability to share information from both sides of the desk. This relationship has grown more complex due to the rise of social media engagement. Physicians are being friend-ed, followed and reviewed across the digital channel like crazy, placing the doctors that care for them in difficult positions regarding the confidentiality of their patients who often don’t think about the impact of their digital-buddy request.
Similarly, due to the ease of digital communications, the commonly time-stretched doctor also faces temptation to use quick communication methods to reach their audience, in lieu of a more professional path. No-one really wants their test results Tweeted to them! These examples of digital doctoring to be avoided are covered in the guidance. Protecting patient privacy and confidentiality is stressed as the main area for focus when using social media.
In order to help doctors better understand digital communication best practices and to fill a gap than many medical practice management efforts have neglected, about a week ago, the American College of Physicians (ACP) and Federation of State Medical Boards (FSMB) published a policy paper entitled“Online Medical Professionalism: Patient and Public Relationships.” Some of the highlights from this publication can be found in this helpful table
This is very interesting and something i have not really thought all that much about until now. When a patient adds a doctor to facebook is that correct as the patient is the one adding the doctor? I guess this is all in the eye of the beholder however places like hospitals and some offices must have a social media contract/plan for if this does come up.
Fast Company 10 Surprising Social Media Statistics That Will Make You Rethink Your Social ... Fast Company Rethink it: Keep older users in mind when using social media, particularly on these three platforms.
SAN DIEGO -- Poor sleep quality had a significant association with active inflammatory bowel disease and several potentially modifiable factors, culminating in poor health-related quality of life, a s...
Allison Emma Schizkoske's insight:
This is very interesting as i tend to not sleep as much as i should, I am someone who has a mother with this disease and it is genetic. This is something i should start looking at to help my future as should others who have the disease already.
In the first week of LinkedIn rolling out their recruiting platform, KAS Placement lost 4 clients. Their initial sign-on was impeccable. Two years after, I see nothing but decline for the site.
Facing Strong Headwinds Going Forward
-- > It’s a site full of business professionals, though is devoid of any money. The majority of people who make money, don’t spend significant amounts of time on LinkedIn. When executives do visit the site, they typically are bombarded by salesmen attempting to push everything from software to phone service. Because of this, fewer and fewer business development professionals are paying for special access, as their sales attempts consistently come up empty.
-- > Their advertising platform is nothing new and nothing special. Running an executive search firm, I am familiar both with LinkedIn’s recruiting and web-ad offers. While I initially found the site to have some intriguing features such as being able to target certain people within certain companies, it fails to innovate.
-- > Their email theft turned off many older business professionals. Even though it denies the accusations, LinkedIn appeared to hack into many users’ email accounts in an attempt to increase connectivity and thus increase user engagement.
-- > In September of 2013, the site was sued by customers who claim the company appropriated their identities for marketing purposes. Currently, LinkedIn faces hundreds of formal complaints due to less than ethical email practices.
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To me linked in is growing. People today and connecting to one another and the webiste is gaining more and more people who are signing up. This is a great social media tool that will be used among professionals.
How many times have you dragged yourself to a cocktail party after a 15-hour day examining patients? You’re ready to trade your lab coat for a fuzzy flannel robe, but instead, you’re suiting up for an evening of small talk and cheese balls.
As a physician and a businessman, you know the value of networking. To grow your practice, forge relationships with other doctors and build your reputation, you’ve got to do more than treat illnesses and set broken bones.
Developing efficient ways to network and communicate with peers and patients will become even more important in the months and years ahead thanks to the Affordable Health-care Act. The law’s emphasis on preventive care and the anticipated crush of newly insured patients will require a lot of proactive, efficient outreach if you want to be as effective as possible.
Of course, I know you don’t rely solely on professional gatherings and social get-togethers to connect with others. You’re also online, with a personal Facebook page and a nice website for your practice. You just don’t have the time or manpower to do more.
It’s time to rethink that. I promise you, an hour of virtual networking – at home in your bathrobe and slippers! – is more valuable than 12 spent watching cocktail wieners drown in barbecue sauce.
While 87 percent of physicians use social media in their personal lives – everything from Facebook, to Twitter, to blogs and YouTube – only 26 percent use two or more sites for connecting professionally, according to a 2011 QuantiaMD survey of more than 4,000 doctors. The most popular sites for docsare physician communities, which 28 percent of you use to discuss medical issues, learn about new therapies, and share information through links to articles.
That means a lot of you are missing out on a wealth of opportunities. Consider: Unlike the rest of us, you’re practically guaranteed an audience because people tend to trust what physicians post (61% percent of patients surveyed by PwC Health Research Institute). That audience can grow exponentially online, and that translates to tremendous credibility in the public eye. For better or for worse, in today’s world we’re judged by the size of our online following.
What can that mean for your practice? If you’re a specialist, patients all over the country and beyond can get to know you and come to trust in your expertise. Will they travel to confer with the physician they know? Oh, yes!
Even if you’re only interested in building your practice locally, having an online reputation as a knowledgeable, helpful physician will lead to more patients and more referrals. People often choose doctors through word-of-mouth recommendations, and thousands of Twitter followers is some impressive word-of-mouth!
As for helping you deal with the changes expected as a result of the Affordable Health-care Act? More patients and a focus on preventive health care will require you to turn your one-on-one office visit reminders, precautions and advice into mass messages. Some physicians already are experimenting with targeting email blasts to groups of patients with the same concerns or chronic illnesses, e.g. “Have you scheduled your mammogram?” or “Have you heard about this new technique for averting an asthma attack?”
Social media allows you to alert large numbers of patients – and others who are interested – to new therapies, preventive lifestyle changes, checkup reminders and other valuable health information.
But before I move on to suggestions for which sites will be most helpful to you and tips for using them, a word of caution. The American Medical Association and the Federation of State Medical Boards have both issued guidelines to help you avoid censure, awkward situations and conflicts of interest caused by posting the wrong content online.
The AMA policy warns physicians not to post any identifiable patient information to avoid federal privacy violations. The FSMB policy further refines that: No photos of patients, no mentioning room numbers, no referring to patients by code names.
Both also remind clinicians to separate personal and professional sites. Don’t use your personal Facebook page, where you interact with friends and family, to connect with patients and former patients. When creating log-ins for personal sites, use your personal email address. If you use your professional email, people may assume you’re representing yourself online in that capacity.
Doctors also have inadvertently overstepped ethical boundaries of their patient-physician relationships by becoming friends and followers of their patients’ sites, and allowing them access to their personal sites. The FSMB policy includes descriptions of scenarios that have resulted from a patient seeing photos of her doctor partying it up late at night – and wondering if he was sober during their early-morning appointments – to a psychiatrist unsure what to do about a former patient’s worrisome posts.
A graceful way to handle requests from patients and former patients who ask to connect with you through your personal accounts is to refer them to your professional sites.
Most important, remember that everything you post online is now published for the world to see: The disparaging comment about a colleague; the innocent, off-color joke; the irritation over a patient’s behavior.
All that said, developing an online presence really is not so scary. At my company, EMSI, we simply remind the physicians and other health-care professionals who are clients not to do or say anything online that they wouldn’t at that networking cocktail party.
Now, on to the fun stuff. There are three ways you can handle your social media: Do it yourself; have someone in your office take care of it with your oversight; or have a PR company take care of it. With the latter, there are many different models. Our company employs social media experts who “become” the client, learning their voice, their message, their likes and dislikes. While they take care of posting content, responding to comments and questions, and building the audience, they do so while in constant communication and coordination with our client.
I’d also advise you to look for firms that have experience working with health-care professionals. We felt comfortable taking on doctors as clients when we launched our social media division five years ago, because we’d been working with doctors since we went into business 22 years ago.
If you plan the DIY approach, you’ll want to choose at least two networking sites – more is better! – for your professional accounts. We like the four most popular – Facebook, Twitter, Google+ and LinkedIn – although you have many, many other options. There are also physician communities, such as Doximity (www.doximity.com) with 567,000 members, which are accessible only by doctors. These offer you a measure of freedom to tackle concerns and problems, and they’re an excellent educational resource.
Here’s a brief description of the four big networking sites:
Facebook – Facebook is the largest social network in the world. Your content is provided through fairly brief “status updates,” such as: “It’s flu season, have you been vaccinated? It’s a simple way to prevent a week of misery and time away from work. Have concerns? Here’s a link to a great article laying out the truths and myths about flu vaccinations.” You can also share photos, videos and online resources.
Twitter – With Twitter, you communicate in posts of no more than 140 characters – a sentence or two. You can share links, get involved in conversations, and access different topic categories, by using hashtags (i.e. #asthma) to see, for instance, the concerns of people living with asthma. Users “follow” each other and thus gain access to their messages. You can also respond directly to individual users, although these will be displayed publicly.
Google+ – Google+ is a combination of Facebook and Twitter, a social network that allows you to separate the people you share content with by placing them in circles, such as friends, colleagues, acquaintances. You can use it for one-on-one conversations
LinkedIn – Used primarily for building a professional network, LinkedIn allows you to share your CV, have colleagues post recommendations, see the professionals your contacts are associated with and hold discussions. It’s a great way to get introduced to someone you’d like to connect with but don’t know. LinkedIn has more than 70 million registered users.
Assuming you’re going to handle your social media yourself, here are some tips from our experts at EMSI.
Be sure to fill out your profile with accurate, complete information about you, your credentials and your practice. Don’t use the shadowy profile picture most platforms provide as a default. Instead upload a professional photo of you (we prefer a face because people like to follow people) or your business logo.People will follow you only if your content is informative or entertaining so don’t use your site simply to advertise your practice or services. If you want to build an audience, give people content they can use.Respond to comments and questions in a timely fashion. It can be as simple as a “thank you.” If you don’t respond, your followers will quickly realize no one’s really “there” and they’ll quit coming back. (If they ask for a diagnosis, talk in general terms about their symptoms, i.e. Localized rashes are often caused by non-threatening allergic reactions. Try not to scratch; Benadryl ointment may help. If it spreads, you should see your doctor.)Look for helpful, timely news stories to link to, such as new medical studies. When posting a link to an article, don’t simply post the link. Add a personal comment, such as, “This is an interesting new weight-loss study that should help anyone who hates dieting.” People can find those articles themselves – what they value is your take on them.Know that when you first launch your social media account, your audience will grow slowly. But as your audience grows, your site is exposed to more and more people – each person who friends, likes, or connects with you is also sharing your content with their friends. Be patient. If you want to add followers more quickly, find relevant interest groups and add your comments to their conversations.On Twitter, follow nearly as many people as the number following you. It’s all about sharing. If people see you don’t subscribe to other accounts, they won’t subscribe to yours. Everyone wants followers!Photographs always draw attention – people love visuals! While physicians need to be careful about personal information, your followers willl enjoy the occasional family vacation photo or cute pet picture. Plus, it shows your human side. And that’s what you need to do to attract followers.
So what’s the takeaway? Social media is the present and the future of marketing. If you don’t already have a presence, now is the time to start building one. It’s how relationships, credibility and practices are taken to new heights.
Patients may eat an apple a day to keep the doctor away. But a Tweet a day will keep your practice healthy.
This article had great insight and great knowledge on the topic of social media. Knowing this information about Facebook, Twitter, Linked in and Google + Gives people a great look at what each one can do and how you can connect them
these facts are really interesting. The number of people who always have a mobile device with them to the amount of people who dont have sucerity on facebook is crazy. The fact that linkedin has less user rate dosnt surprise me as it is busniess oorentatied.
Social Media tools (Facebook, Twitter, Pinterest, etc) are synonymous with big brands such Coca Cola, Starbucks, Ford, Red Bull and even Disney, but are also making waves for medical organizations such as Cleveland Clinic and WebMD. And as social media tools have become a pivotal piece of the entire healthcare marketing puzzle, it’s our job at Quaintise to quell any fears that our physicians and specialists might have.
Personal vs Professional Page
An aspect of social media that many physicians and specialists often overlook is the line between professional and personal. While Facebook does have guidelines for setting up multiple accounts under the same name, it does allow you to set up a professional presence as well as a personal one. Our healthcare marketing experts do not touch your personal profile and highly suggest that you do not respond to personal friend requests from patients or personal messages. All questions, concerns and friend requests need to be dealt with on a professional level, directly from your professional page.
This is where things can get dicey, and the line between patient and friend can easily get crossed. It’s in this grey area that HIPAA guidelines can easily be forfeited, penalties accrued, and patient privacy put at risk.
If you have a personal Facebook page, all Privacy settings should be set to Friends Only. IN reality, there should be no way for anyone on Facebook to run a search for you as a physician and find you. Many physicians under Quaintise use a nickname or shortened spelling of their names to avoid this issue and confusion with their professional Facebook accounts.
Physician vs Office Page
A decision that every physician needs to make is whether to create social media accounts for each physician on staff at a professional level, or whether to create one office page where everyone has access. At Quaintise, it is our suggestion that physicians create one office page to be maintained and managed by healthcare marketing experts who can engage patients and Fans, as well as relay any questions, concerns and advice between office staff, physicians and Facebook Fans.
One of the pertinent reasons we advise this strategy is so that all HIPAA guidelines are followed at all times, no patient privacy is put at risk, and Fans receive the highest engagement levels possible while adhering to all privacy rules and guidelines.
Facebook Increases Patient Engagement
There is no question that Facebook increases patient engagement, making them more aware of lifestyle choices and healthy options. For example, during flu season Quaintise ran many posts, blogs, and informational discussions regarding flu symptoms and flu vaccines. Within one month of increased Facebook engagement on a subject that was relevant to every patient and non-patient of Family Practice Physicians (client), we were able to increase web traffic via Facebook referrals by 146%, and overall web traffic by 48.39%.
As the article says, there is a grey area when it comes to professional facebook and personal. You have to be careful when posting and who to add. Yes you can gain alot of audience engagment but you must remember to keep your facebook page professional and not to add your paitents to your own personal facebook account. Know where to draw the line to keep things working the best for you practice.
Living Green Magazine 10 Gluten-Free Resources for a Gluten-Free Diet Living Green Magazine People are going gluten-free for a variety of reasons, including celiac disease, Crohn's disease, colitis, IBS, diabetes, rheumatoid arthritis, ADHD, and...
Stories and storytelling are at the heart of medical marketing, doctor advertising, hospital public relations and physician-patient interaction. Stories can be conversation, advertising and online testimonials, persuasive guidance for patients, news releases, healthy lifestyle motivation and dozens of other forms of communication.
But the problem is that storytelling is often overlooked or underutilized. Here's how to master the art of healthy storytelling in physician marketing.
This article has very good insight. The fact that they list ways on how to connect with your audience is really cool. Number one on the list is a major one in my books as it is make it personal. This is very important when it comes to you and your audeince establishing that connection.
Exchange Morning Post serves the Education, Entrepreneurship, Economic Development and Enterprise communities of Waterloo, Kitchener, Cambridge, Guelph, Hamilton, London, Toronto, Ottawa and growing communities in Ontario...
Allison Emma Schizkoske's insight:
the thing i like about this one is that they are telling you the amounts invested into research. They are sharing everything with you and not keeping it a secret.