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Obamacare Website Not that Bad

Obamacare's website is really bad says an article on Washington Post's Wonkblog. That's because when 3 million people logged onto Healthcare.gov last Tuesday, what they found was a website riddled with glitches. It turns out that huge volume (traffic) overwhelmed the system causing it to crash within the first few hours. The Fact of the Matter Here's what we know for sure based on a report from USA Today. The site was expected to draw 50,000 to 60,000 simultaneous users but instead drew 250,000 users at a time. The bugs in the system prevented people from creating user accounts which would enable them to shop for health insurance. More than 8.1 million users visited the site from Tuesday through Friday last week. The part of the site that explains how the new law will work, and gives broad information about the plans … [Read more...]

6 Steps for Creating High Conversion Healthcare Content

Your job as a business owner or healthcare marketing professional is to get more customers to buy from you. But you can’t get today’s customers to buy from you using yesterday’s methods. Today customers have access to vast amounts of information (both online and offline) that informs their buying decisions. They want information from you as well. Not just product information or mere marketing messages, but rather information that provides tangible solutions to the real-world healthcare problems they are facing. Creating this kind of content enables companies like yours to build trust in their communities, thus making it easier for customers to buy. Here are 6 steps to creating high conversion healthcare content: #1.Tie content to measurable marketing goals For any content campaign to be successful you must tie your content … [Read more...]

8 Things Healthcare Should Know Before Launching a Content Marketing Campaign

It's interesting. Healthcare has taken longer than other industries to get into content and social media marketing. In fact to their credit, many healthcare marketers I've talked to are not interested in 'me-too' strategies. They want to know 'the why' of content marketing. Many of them understand the concept though not necessarily the strategy, and they're asking some really good questions. I strongly believe this is the right way to go. So if you're a healthcare marketer who's feeling the pressure to launch a content marketing campaign just because everyone else has, don't. Content marketing is a long term commitment. And while it is a beneficial strategy used by industry giants such as Johns Hopkins and GE Healthcare, beginners should give themselves enough time to be thorough, and to ask the right questions. Here are … [Read more...]

5 Content Strategies for Boring Healthcare Brands

If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” ~ Seth Godin The formidable challenge for healthcare marketers of boring brands is that you have to present content that is remarkable and interesting, even when your product or service —on the face of it—is not. Let’s face it. Not every healthcare marketer has the advantage of selling sexy products such as face lifts, tummy tucks, or breast implants. But the fact is, boring products solve legitimate problems too. Extracting wisdom teeth or doing colonoscopies may not sound terribly exciting, but these services are extremely important, even helping save people's  lives. So, how do you get prospective patients or caregivers excited about the services you … [Read more...]

How to build a Content Strategy for Online Healthcare Communities

Did you know that health-related research is among the top three online activities worldwide? In the United States alone, more than 100 million Americans per year will visit health-related sites such asWebMD, Familydoctor.org, Healthfinder.gov, and CNN Health, among thousands of others. Within the massive ecosystem of health-related content websites, community-based sites are critical sources of trusted information for patients and caregivers. They offer a single spot for multiple stakeholders — including marketers — to interact with and contribute content to the community. And that’s where marketers need to get smart. So how should marketers approach a content strategy for an online health care community and ensure that content is credible, relevant, and supportive of the organization’s objectives? Andy McCartney offers a … [Read more...]

New Facebook Insights: What Healthcare Marketers Should Know

Do you have access to the new Facebook Insights? Whether you do or not, it's important to know that Facebook has 'upgraded' the way you analyze your page data. In a sense, this is good news because the new Insights present data in a way that is well organized and easy to understand. Improved Insights Previously you had insights that were a tad bit confusing and not very useful in helping you understand how to manage your page. For example the 'people talking about this' metric - which has now been replaced with a new engagement metric - was not very effective because it wasn't clear what you were supposed to do with that information. In contrast the new Insights feature is clear, user-friendly and self-explanatory. In fact Facebook has provided a pretty helpful tour demonstrating what the new metrics mean. Here is an in-depth … [Read more...]

How Providers & Patients Use Social Media [Infographic]

Social media helps bring people together. When it supports conversations that enhance doctor-patient relationships, that's worth writing home about. This week an infographic associated with a survey by Master of Health Administration degrees caught my attention. It illustrates the intersection between healthcare and social media, even the extent to which consumers trust doctors who share information via social media. As expected, most healthcare-related conversations are about a worthy cause, or shared experiences. The infographic also indicates that 16% of conversations are reviews about doctors, treatments and medications, something I talked about in a previous post. It's very interesting to see a state-by-state breakdown, showing how hospitals and other healthcare brands use major social media platforms. For example Facebook … [Read more...]

10 Steps for Launching An Epic Healthcare Social Media Campaign

Are you new to healthcare social media marketing and wondering how to get started? For conservative industries such as healthcare, social media use is challenging due to potential engagement risk, and privacy regulations such as HIPPA. But that doesn't mean you should shy away from it. Even large medical institutions like Johns Hopkins are successfully using social media marketing to reach prospective patients and give their brands a more 'human' voice. Image credit: Photobucket Here are 10 steps to launching an epic healthcare social media campaign: #1. Know your audience Don’t make assumptions about your audience or demographics. Your Facebook audience may be different from your Twitter or YouTube audiences. You need to research and study your target audience by developing patient personas. #2. Define content … [Read more...]

Half of Plastic Surgeons Use Social Media New Study Shows

Half of the plastic surgeons responding to a recent survey reported using social media platforms such as Facebook and Twitter to connect with patients. The finding doesn't surprise Dr. Louis C. Cutolo, Jr., whose Staten Island cosmetic surgery practice serves Brooklyn and other areas of New York City. "Most plastic surgeons I know," says Dr. Cutolo, "embrace social media tools as a way to educate people interested in plastic surgery." Image Credit: Photobucket I don't know how this 'happy union' between plastic surgeons and social media came about. What I do know is that for a lot of women in America, plastic surgery is a serious trend - one that is fueled by a "need" for sleeveless fashions and bikini bodies, especially during the warm summer months. But vanity aside, women are also powerful and influential social media users … [Read more...]