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In today’s technological savvy world, it is not enough for a physician to rely on referrals or word of mouth to build a patient base. Running a private practice is a business, just like any other, and marketing is a key part of creating a connection not only with potential patients, but also with networking partners and collaborates. Consider some ways a physician can leverage online tools to expand his or her reach.
Becker’s Hospital Review points out a website is a critical business tool for hospitals. The relationship between a medical facility and a physician is symbiotic. Doctors can use this to their advantage when planning marketing strategies. The “Find-a-Doctor” database allows you to become part of the hospital community. You should check regularly to ensure your name appears in the hospital directory. Consider creating listings under the doctor’s name and name of the practice to increase the odds of a hit, too.
Physicians can use the hospital website to gain exposure in other ways, as well. Query the hospital administrator about guest blogging or writing an article for the newsletter. Volunteer for a social media Q and A. The more people who see your name in connection with the hospital, the better. Ask about paid ads either online or as part of the newsletter, too.
Add your name and practice to online databases such as Healthgrades.com or ZocDoc.com. These sites target searches to connect patients with physicians in their area. While you are at it, add a posting to business directories, as well. Google MyBusiness, for example, puts your name and practice on local maps. Other options include:
Becker’s also states that patients between the ages of 18 and 24 rely on information from social media sites. Leveraging this form of communication will increase your access to lifelong patients and emerging families. Facebook and Twitter are obvious choices, but expand your social media horizons to include video options.
Film short discussions on current health care issues and post them to your YouTube channel. For example, a quick blurb about controlling blood pressure through diet or summer eating habits provides helpful information on a topic you can cover quickly. Ecommerce University suggests that videos under two minutes get the most views on YouTube. Tip: If the video is shorter in length, transcribe the video in the notes section for better SEO results.
Once you have videos uploaded, use your other social media and website assets to promote them. You can embed a video directly onto the practice’s Facebook page. Create discussion groups or a video blog with a comments section on the website to talk about current issues covered in the videos, too. The more personal you make it, the stronger the impact.
Don’t lose sight of the big picture when planning your marketing campaigns. The goal is to connect. Doctors can leverage a number of online tools to make that happen. Improving communication options though patient portals, dedicated social media pages and videos are practical, cost-effective approaches to physician marketing.
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A recent academic study looked at theater projects on Kickstarter, including one titled “Thanks For Playing: The Game Show Show!,” found that projects picked only by crowds were as likely to deliver on budget — and achieve commercial success and positive critical acclaim — as projects favored by experts.
Hug wants to raise $34,000 to build an app and sensor band that wraps round your water bottle to track daily hydration. Van Eko is targeting €150,000 (about $200,000) for an eco-friendly electric scooter made of hemp fibers. PetTunes is seeking $196,000 to build a personal music player that optimizes sound frequency for dog and cat ears.
A catchy, even irrelevant idea is seemingly all an aspiring entrepreneur needs these days to raise money on crowdfunding sites like Kickstarter — a point driven home this summer when a Columbus, Ohio, developer, Zack Brown, raised $55,492 to make a potato salad.
Now, researchers are tapping into the growing data on crowdfunding to take stock of the phenomenon. A central question: Do crowds — driven by a herd mentality, crowd euphoria or sheer silliness — gravitate toward funding seemingly irrelevant ideas? Or can crowds make rational funding decisions and, better yet, exceed venture capital investors and other traditional gatekeepers in identifying promising projects?
A recent academic study explored those questions by looking at theater projects on Kickstarter. In that study, researchers tracked 120 theater-related campaigns on Kickstarter between May 2009 and June 2012 that aimed to raise at least $10,000. Researchers also asked 30 professionals, all with experience in evaluating applications for grant-making organizations like the National Endowment for the Arts, to evaluate those same campaigns.
Their findings: Crowds and experts agreed substantially on what makes promising theater. Where crowds and experts disagreed, crowds were generally more willing to fund projects. Yet projects picked only by the crowd were as likely to deliver on budget — and achieve commercial success and positive critical acclaim — as projects favored by experts. The crowd, in effect, picked strong projects that experts might not have recognized.
“The crowd is often thought as being crazy. There was a sense that they would back musicals about Internet cats, and experts would back serious work,” said Ethan R. Mollick an assistant professor of management at the University of Pennsylvania’s Wharton School. “It turns out the crowd does consider the quality of projects and outcomes pretty well.”
One reason crowds might do as well, or even better, at picking promising projects is that they tend to be more diverse and might avoid, for example, some of the gender biases that have long directed the bulk of the venture capital funding to male entrepreneurs.
Two recent studies of Kickstarter projects have found that crowndfunding is indeed opening entrepreneurship and investing to more women. A recent study of 16,000 Kickstarter projects, by researchers at the University of California, Berkeley and the Hebrew University of Jerusalem, found that female investors were more likely to invest in female entrepreneurs, and that these female entrepreneurs enjoyed higher rates of success in reaching their funding goals.
Another study by Jason Greenberg at New York University’s Stern School of Business and Mr. Mollick also found higher proportions of female funders led to higher success rates in capital-raising for women.
Venture capital investors are scrambling to tap the wisdom of the crowd, financing projects that found their first legs in crowdfunding. In the last quarter of 2013 alone, 10 previously crowdfunded hardware start-ups raised a total of over $150 million, according to a report published on Monday by CB Insights.
In March, Oculus VR, the virtual reality company that raised $2.4 million on Kickstarter, was acquired by Facebook for $2 billion. And with 19 deals through July, investor deal activity to crowdfunded hardware companies is on pace to break 2013’s record this year, the report said.
Crowdfunding platforms have become “a valuable source for dealflow” for venture capital investors, the report said.
Still, what explains the success of potato salad guy? Or projects like the first-ever all-pug production of Hamlet, successfully funded this month?
The Wharton School’s Mr. Mollick shrugs off those examples. “Sometimes, there’s just weirdness on the Internet. The Internet likes strange things.”
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How Are Female Entrepreneurs Different From Male? Forbes These days it seems commonplace to hear about a young male entrepreneur who strikes it big with a massive tech company he started in his garage or dorm room.
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