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How to Perfectly Match Content to Patient Life-Cycles

Let's face it. Healthcare organizations (HCO's) have a ton of content although not all of it is made publicly available for patient consumption and education. As healthcare marketers start to think about their content strategy, the question becomes how to leverage all that content for lead nurturing, engagement, and eventually encouraging new patients to make and keep appointments. The answer is as simple as for any other industry.┬áMatch specific content to the relevant stage of a patient's life cycle.   For the purpose of content marketing a patient's life-cycle has four to five stages. #1. Awareness This is when a person first becomes aware that they have an illness. Awareness comes about either through self-diagnosis (e.g. checking your symptoms on WebMD) or through medical testing (e.g. taking a plasma … [Read more...]

Email: Favorite Tool for Physicians to Learn About Social Media

A recent survey conducted by Medical Marketing Services Inc. (MMS) the industry leader in providing email marketing services to healthcare professionals, found that 94% of physicians prefer to learn about social media and new apps via email. The survey was conducted in February 2012 and the results presented at the ePharma Summit in New York on February 6th. Here's a summary of the key findings of the survey: #1. Huge interest in email 94% of physicians still look to the email inbox as their favorite place to learn about social media and new mobile apps. #2. Overwhelming use of PC's/Laptops Almost 71% (three-quarters) of physicians surveyed read their email on PC's and laptops compared to only 29% who read email on their mobile devices. Even though email content should be mobile optimized it appears that physicians do not … [Read more...]

A Practical Approach to Content Analysis

If you tell a client or an employer that their content has issues, they will obviously want to know what kind of issues you're talking about and why they are issues. Knowing the answer to the question,"How do you know if your content is any good?" may not be easy. But it is extremely important if you want to show your client or boss how content measures up against the competition, and where it needs improvement. In order to judge content, you must become familiar with it, understand how it relates to other content and measure it for specific content qualities. A thorough content analysis allows you to flag problem areas, apply qualitative ratings, and illustrate real-life business reasons for improvement in a way that a client or an employer can appreciate. Read full article here. … [Read more...]

Content Marketing and Regulated Industries – Does it Work?

In a previous post, I talked about customers being accidental content consumers. The point being that consumers visit a business website when they need a specific solution, not because they're looking to read the company blog. This is more true in regulated industries than anywhere else. Consumers visit these websites (e.g. healthcare, financial) when they have a specific problem (sudden illness, financial crisis etc). Even then, they're likely to browse several sites in search of answers before deciding to go with a particular solution. So what kind of content do consumers want in regulated industry websites? Valuable information Consumers want answers to their questions. They want information that will help them solve a health problem, a financial crisis, or other information that will help to improve their … [Read more...]

How Smart Content Solves the Engagement Problem

A recent study by Content Marketing Institute and MarketingProfs, revealed that content marketing acceptance and usage is high across all industries, with no single industry reporting less than 70% adoption. And yet just like in previous years, marketers continue to lament that their number one challenge is creating relevant and engaging content. Why is engagement still a problem? Well let's look at it from the consumers point of view. If you think about it, customers are accidental content consumers. They don't visit a business website merely for their reading pleasure. They're there to buy, to get product information or for support. If they happen to encounter relevant, or engaging content while they're at it, then that becomes additional information that helps to support their buying decision. The funny thing is that smart content … [Read more...]