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What Twitter's Character Update Will Mean for Medical Marketers

What Twitter's Character Update Will Mean for Medical Marketers | Buzz e-sante | Scoop.it

Twitter will likely expand its single-tweet character limit from 140 to 10,000. What impact will this have in the healthcare, Medical Device, and Bio/Pharma industries? How can marketers take advantage of the update in order to generate more leads and boost their businesses? 

Twitter always seems to be in the news, usually because of some embarrassing celebrity mishap or viral gossip. This month, however, the news cycle is buzzing about the platform itself — it would appear that there are some huge changes looming on the horizon for the microblogging service. 

According to Re/code, Twitter will likely increase its famous character limit from 140 to as high as 10,000 — a change that is being referred to on the site itself as #Twitter10K. While many users been very vocal about their concerns with the new limit, we’re more interested about what the impending update will mean for digital marketers within the healthcare and medical industries.

If the rumors are to be believed, Twitter 10K probably won’t have a significant impact on how the service’s timelines look, and will incorporate some kind of click-to-expand feature to keep feeds from becoming overloaded. 

But while the expanded character limit could mean some digital strategy change-ups for hospitals and physicians, for whom Twitter is already an invaluable resource, they shouldn’t fret — Twitter 10K gives marketers a great deal to be excited about. Moreover, the update would be a huge win for Medical Device and Bio/Pharma marketers. Twitter’s 140 character limit has made it difficult for companies to spread their message while still managing to abide by the FDA’s strict guidelines for marketing via social media — the 10K expansion would enable the platform to become an invaluable tool for these industries.

A Win for SEO

One of the biggest knocks against Twitter’s current setup is that short, fragmented tweets are incredibly hard to track and analyze — especially (and most importantly) for Google. This means that no matter how many brilliantly-concocted tweets you send, few of them are likely to end up ranking in a Google search, which is far and away the most common method people use for finding things online. 

However, longer posts afforded by 10K would show up on Google, which means that tweets could generate traffic in much the same way that your hospital’s or medical practice’s blog posts do — searchable by keyword, topic, relevancy, etc. Like any other digital marketing channel, once you post public information to your followers and the rest of Twitter, you’ll automatically be rewarded by Google. 

Importantly, this will likely be a boon for paid ad strategies, because Twitter demographics will be easier to analyze, identify, and target.

The (Potential) Web Traffic Tradeoff

 

Still, there are potential negative effects of such a shift. Currently, most Twitter link traffic is directed off-site to third-party landing pages. This is great for healthcare marketers seeking to drive traffic to blog posts, hospital event pages, and clinical trial sites because they can insert highly-visible links into their tweets and drive traffic to their sites with relative ease. 

But with Twitter 10K, more content will be hosted on Twitter itself, which means that the number of patients linking to your site may decrease — this will also make it a bit harder to track how users are engaging with your content. While the service will likely roll out new analytics capabilities to address this issue, it could be troubling to medical professionals who use Twitter as a primary driver of traffic in their digital marketing strategies.

Why the Update Could Be a Game-Changer

However, the biggest upside — which may negate the traffic issue — is that Twitter-hosted traffic enables marketers to attract a much broader viewership and deliver them considerably more content value. As the FDA has noted, limited-character tweets make it hard to convey detailed and accurate medical information. Medium- and long-form Twitter content, however, would allow medical marketers to engage their audience in substantial, informative, and creative ways, without undermining the trust of their readers by being overly pushy about click-throughs. 

In the healthcare industry, credibility and brand loyalty are key facets of effective patient attraction and retention. So while your current and prospective patients may not be linking through to your site quite as often, you’ll be able to expand your reach and connect with a larger segment of your target audience in a much more meaningful way. This will serve you well when it comes to positioning yourself as a trusted source for solutions to health-related problems, which means more digital interactions, warm leads, and ultimately, more patients through the doors of your facilities. 

Beyond simply giving advertisers more space for their content, an expanded character limit would be a game-changer for medical device and pharmaceutical companies. FDA regulations prohibit advertising for medications or medical devices directly to consumers without mentioning potential side effects and risks — as such, Twitter’s relatively measly 140 character count has kept the platform more or less off limits for those particular industries. Twitter 10K would be a huge win for med-device and pharma marketers, as it would enable them to reach a huge new audience in a highly-targeted, highly-impactful way. 

Despite the fact that the update is not yet officially confirmed (we’ll call it 99% confirmed), we’re cautiously optimistic that it will have a huge impact on the medical marketing communities, and that the benefits will definitely outweigh the potential drawbacks.

 


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Les pistes de l'assurance maladie pour généraliser l'e-prescription dès 2019

Les pistes de l'assurance maladie pour généraliser l'e-prescription dès 2019 | Buzz e-sante | Scoop.it

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Tous les hôpitaux parisiens seront bientôt dotés d'un robot qui enverra des SMS pour suivre les patients après un acte de chirurgie ambulatoire.
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5 Exemplary Examples of Healthcare Social Media Marketing Success

5 Exemplary Examples of Healthcare Social Media Marketing Success | Buzz e-sante | Scoop.it

The most effective marketing programs do more than educate; they resonate with the public, eliciting an emotional response that isn’t easily forgotten. With deeply personal subjects often of life or death significance, healthcare marketing campaigns are often particularly powerful. Hospital groups, pharmaceutical companies and charitable causes are increasingly pushing the boundaries to create creative, compelling campaigns which create a lasting impression. Using the right social media channels to deliver the message directly to their target audience is what makes the best campaigns so successful.

 

Here are five of our favourites from the past few years:

1. SickKids VS

Better known simply as “SickKids,” Toronto’s Hospital for Sick Children took a radical approach when sharing the stories of its young patients in a fundraising campaign for the Sick Kids Foundation. Rather than tugging on the audience’s heartstrings by portraying patients as victims of their medical condition or depicting the hardships having a child with a serious illness poses for the entire family, the kids are presented is a series of videos as heroic fighters readying for battle.

Instead of being portrayed as weak or suffering, they are defiant and strong. They are gladiators, boxers, pro wrestlers and comic book superheroes, supported by an army of doctors, nurses, researchers and family members who gird for battle alongside them. The final result is intense, raw and unforgettable.

2. #YESMAMM

It’s a new solution to an old problem. Despite rising awareness of breast cancers and the importance of early detection, officials with the Carilion Clinic in Virginia were concerned that not enough women were scheduling mammograms. The clinic added screening locations through the state which would be accessible to all women, regardless of their ability to pay, and launched the #YESMAMM campaign to encourage women to schedule an appointment. The social based campaign helped drive traffic to the clinic site, grew their online community and provided a way to share valuable information with hosted Twitter chats about breast cancer.

3. Movember

When a healthcare campaign goes global and takes over an entire month, you know it’s been a success. Movember started in 2003 as a conversation between two friends in Australia, who wanted to challenge a few friends to grow a moustache. Inspired by friends who were raising money for breast cancers, they decided to make the challenge meaningful by using it to raise money for men’s health issues. The following year they decided to make the movement formal and registered the Movember Foundation, built a website and launched a social media campaign. Now, 15 years later, more than 5.5 million “Mo Bros” (and “Mo Sisters’) have joined the movement, funding more than 1,200 projects in 20 countries and, raising awareness of men’s health issues such as prostate and testicular cancers.

4. The Eyes Of A Child

The brainchild of a French advocacy group called the Noémie Foundation, the powerful campaign titled The Eyes of a Child aimed to change the public’s perception of people with disabilities. In a compelling video, parents and their kids were shown pictures of people making various funny faces, and were asked to mimic them. In each case the last image depicted a person with a disability. While the adults reacted with surprise or shock, and stopped trying to mimic their facial expressions, the children innocently continued playing the game. The campaign’s simple message lies at the root of its success: when we look at the disabled through the eyes of a child, we see the person, not their disability.

5. Things Everybody Does But Doesn’t Talk About

When the U.S. government wanted to encourage millennials to visit healthcare.govand sign up for healthcare coverage it took a decidedly lighthearted approach to a serious (and some might say boring) subject. With the help of a very famous spokesperson – then President Barack Obama – and BuzzFeed, it launched a promotional video designed to capture the attention of this traditionally hard to reach demographic. And it worked. The humorous clip answered the question: “What does the President do when nobody’s around?” The answer: the same things everybody else does. He checks himself out in new sunglasses, makes funny faces, takes selfies with a selfie stick, blames the President when something goes wrong and practices for a big speech in front of the mirror. The fact that his speech rehearsal includes a plug for the healthcare.gov site and reminds viewers of the sign-up deadline is clever and hits just the right tone for the millennial audience. With more than 15 million views in its first 8 hours, the campaign was a viral sensation.


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