Get Free Content Marketing Advice

Sign up below and learn how to:

  • grow your online brand with content marketing
  • create valuable content that attracts customers

Sign up

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...]

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...]

Social Listening for Healthcare Marketers: 4 Steps for Success

Are you in charge of managing social media at your healthcare organization? Whether you’ve been around social media for a while or you’re new to the game, you’ve probably heard of the term ‘social listening.’ Social media listening is the continuous process of identifying and monitoring what’s being said about your organization online. It’s not something that you do once (say at the beginning of your social media launch). It’s something that you do all the time – in the beginning, in the middle and throughout your social media campaign. Image credit: iStockphoto Why Listen? Social media listening is important for two reasons: To identify unmet needs and respond quickly to those who need your help. To uncover potential problems that could potentially hurt your brand. But according to a report by McKinsey most … [Read more...]

5 Ways to Engage Women in Social Media & Public Health

Yesterday afternoon, I sat on a Google Hangout panel hosted by Danya International, to discuss how to engage women in social media and public health. The discussion focused on opportunities and challenges faced by healthcare communicators in both public and private sectors when using social media to engage women in healthcare conversations. Among the talented group of ladies in the panel were Pam Moore, Rebecca Aguilar, Barbara Ficarra, Dr. Sandra Ford, and Michele Late. Here are 5 key highlights from our discussion: #1. Women want credible online health information When women look for health information online, they do so as caregivers to their children, spouses and other family members. This is a very personal thing. It's important to them that the information they find is credible and accurate. Blogs written by non-medical … [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 Reasons Why Concierge Practices Should Blog

Are you a physician or physician group that has recently established a concierge practice? Are you wondering how to market your new practice?   The most challenging part about marketing a new concierge practice, is to sign up enough patients to make it profitable within a relatively short time. If you're like most physicians you're a medical professional at heart, not a marketer. It's not a simple thing for you to switch hats from doctor to business owner. It's even harder with a new practice when there's not much money coming in. Beyond SEO here are 5 reasons why blogging could be your best marketing strategy especially in the early months of your concierge practice: #1. Educate Patients About Concierge Model When you first establish your concierge practice, many people will not understand how this model of medicine … [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...]

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...]