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The Ultimate Guide to Using Twitter For Your Dermatology Practice

Are you interested in learning how to promote your dermatology practice on Twitter? Compared to other social networks, Twitter is one of the simplest and most straightforward platforms you could ever use. The interface is simple and there are no privacy settings or new changes to deal with every few months. In fact Twitter is perceived by physicians to be a more relevant platform for medical conversations than say, Facebook. Even with a limitation of 140 characters per tweet, Twitter is a great place for dermatologists to amplify your voice, accrue more influence, and extend your reach simply by leveraging this platform a few minutes each day. Here’s how to get started on Twitter. Planning Phase Define your Goals – Decide what you are trying to achieve with Twitter. Your objectives should be specific, timely and measurable … [Read more...]

6 Content Curation Tips for Delivering Maximum Value to Your Audience

Do you curate content from other sites on your own blog? If so, you're probably doing it one of two ways. Either you're just posting excerpts (not the whole thing!) of other people's articles and including a link back to the original source (this is actually called content aggregation). Or you're posting excerpts of other people's articles and adding your own commentary to provide additional insights and context to the article (true content curation). The first method offers some value to your audience in the sense that you're doing a lot of the heavy lifting on their behalf thus giving them a quick resource for keeping up to date with relevant content. In exchange they rely on you to point them in the right direction for content on a particular topic(s). See Alltop.com as an example. The second method offers even more … [Read more...]

6 Tips for Using Content Marketing & Social Media for Any Doctor

Are you a doctor who's interested in learning how content and social media marketing can help grow your practice? For decades doctors were able to get away without investing too much money in advertising or marketing. Then when the Internet changed everything, many of you started to use (and are still using) costly methods of online advertising to market your practices e.g. banner ads. The problem is patients have completely tuned out to some these tactics and developed chronic cases such as banner blindness. According to Pew Research, today’s patients are increasingly turning towards the Internet to find information (not advertisements) about symptoms, treatment and support. That means if you want patients to find you when they go online, you need to be involved in content marketing and social media. And in case you're … [Read more...]

Social Listening: Consumers Don’t Like It and What Your Brand Should Do About It

It’s common for companies to listen to conversations on social media. This way, they can understand consumer opinion about brands, products, and services. The problem is consumers don’t like it. A 2012 study by JD Power and NetBase shows that 40% of consumers think social listening intrudes on privacy, even though this is “social media." False Expectations? The question is should users even expect to have online privacy in the first place? Last summer Google basically told a federal court that people who care about privacy should not use their service and as Molly Wood, executive editor at CNET subsequently pointed out: “Google reads your e-mail, knows what's in your calendar, looks at your photos, and knows who your friends are, and that's just via its in-house services. When you include the breadth of its search, Google … [Read more...]

The Key to Success with Sponsored Content

The use of sponsored content (also known as native advertising**) is on the rise, though not many brands understand exactly what it is, how it works, or who is currently using it. Sponsored content is content (e.g. blog posts, articles, Facebook posts, videos, tweets and Infographics) written (or co-written) by a brand (say SAP) and published on a publisher’s domain (say Forbes.com) for the purpose of acquiring new audiences. Sponsored content is interesting, engaging, quality content NOT a marketing message. It should add value to the user’s experience (i.e. entertain, educate, enhance communication etc.), and always, always line up with the reader’s expectations on the publisher’s site. It should also be labeled clearly as originating from the brand or sponsor and not the editorial team of the publisher. Here’s a great example … [Read more...]

How the Media Covers Digital Health Topics

The digital health revolution is empowering people to better track, manage, and improve their health. And the tools are there – smartphones, wireless devices, desktop apps, patient portals, and many more – all able to monitor, analyze, and report health data on an ongoing basis. But where do people go to discover what tools and technologies are available to help them manage their health? Well the Internet is a leading source of information. Pew Research indicates that 85% of U.S. adults use the Internet, and 72% of those get their health information online. But do people look for information about digital health on traditional news media outlets like CNN, Foxnews or NBC news? And if they do, what kind of information do they find once they get there? In fact while we’re on the subject, how much of the digital health … [Read more...]

Most People are Consumers Not Creators of Social Media Health Content

Happy New Year and best wishes for 2014! I thought I’d kick off the New Year discussing an interesting online trend - that most people are consumers rather than creators of health-related social media content. I believe this is a pertinent discussion because as more healthcare organizations pursue larger online audiences, it’ll be increasingly important for them to understand the content habits of these audiences e.g. who are the creators vs. the consumers of content; where do they hang out; and why do they behave the way they do. This type of persona insight is incredibly useful in helping healthcare marketers to segment and target their audiences more precisely. So let’s get started. In the beginning… Historically (i.e. before Web 2.0) online health information seekers went to organization-sponsored websites (which … [Read more...]

How Google Glass Can Restore Eye Contact in the Exam Room

When patients invest so much time and money (even those who aren't paying directly) to see a doctor, they really deserve eye-contact. A recent study by eMarketershows that the average American spends more than five hours per day with their eyes glued to a computer or mobile screen. The growth of multi-tasking by way of technology has normalized the experience of conversing without eye contact - even in the exam room where life-and-death conversations are taking place! Image Credit Wikimedia Commons, Antonio Zugaldia It's Like Texting While Driving I don't know about you, but I only get about 7 minutes with my doctor, twice a year at the most. It really doesn't help if he's working on the computer for half that time. And the problem will likely be worse with the implementation of Meaningful Use 2, which requires physicians t … [Read more...]

4 Ways Google Helpouts Could Impact HealthCare

Google Helpouts is creating a lot of buzz online. It's a tool where people can connect with, and get help from experts anywhere in the world via real-time, one-on-one video chat. So for example if you're preparing to go out on a date and need help putting on makeup like a pro, you would simply browse the Helpouts section under 'Beauty and Fashion,' find out what time the next professional make-up artist is available, schedule an appointment, pay a fee via Google Wallet, show up at scheduled time, and get the help you need! Opportunities for Healthcare Google Helpouts looks like a compelling alternative to the more traditional 'in-person' method of providing medical care. Already there's a small number of physicians who are early adopters - many are charging a small fee to give advice on a wide range of health issues … [Read more...]

Health IT Must Disrupt the Current Path of Health Disparities

The issue of health disparities in the U.S. should be a growing concern for everyone. Despite the fact that we have the best doctors, nurses, hospitals and technology in the world, there are way too many Americans (mostly minorities) who suffer from preventable chronic diseases such as obesity, diabetes and heart disease. And yet, it is precisely these groups with the highest burden of illness that are expected to grow the most, as a proportion of total U.S. population. So to put it in context, the future health of America as a whole will be shaped substantially by improving the health of these racial and ethnic minorities. This is where technology comes in. Image Credit: Intel Free Press, Wikimedia Creative Commons   Research by Pew Internet Project shows that minorities are leading the way in the use of mobile … [Read more...]