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AMA’s Social Media Policy: Minimizing Healthcare’s Engagement Risk

The use of social media and content marketing has exploded in all industries across the U.S. But healthcare has been very cautious in adopting, largely because of unique risks that they face in the area of online communication.   Some of the risks include:  possible violation of patient privacy  possible violations of (Health Insurance Portability and Accountability Act) HIPAA State laws and other legal pitfalls To address these risks and offer tangible solutions, AMA [the American Medical Association] published a policy on physicians' use of social media in 2010. This policy is equally appropriate for hospitals and other healthcare organizations as well. AMA's general recommendation is to 'tread with caution'. AMA's six social media policy suggestions  Physicians should be extremely sensitive to patient … [Read more...]

How Mayo Clinic Connects with Patients using Content Marketing [Case Study]

It's no secret that healthcare organizations are still wondering how to engage online without getting into trouble. For instance by October 2011 only about 20% of US Hospitals had some kind of social media presence. Some of the most pressing concerns preventing a greater adoption of content and social media marketing in this industry include: Privacy and security issues Professional code of ethics Malpractice liability and other concerns However organizations such as Mayo Clinic are not shying away from online conversations. Instead they are leading the way in developing compelling content created by: physicians and researchers telling stories about their research patient communities sharing their experiences physician specialists discussing patient care, innovations, and new treatments students of Mayo … [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...]

The 7 Elements of Smart Content

Smart business owners use content to attract customers and grow their businesses. They blog, write white papers, create video or audio podcasts, email newsletters and so on. But does that content connect with the needs and wants of high potential customers? Despite the huge growth of eCommerce, most business is done by people, with people and for people … and is therefore built on relationships. You have relatively few options when it comes to building a relationship with new customers: Meet them in person Meet them over the phone Meet them online using proactive contact on social media Provide helpful, informative and entertaining content that will bring them to YOU The first 3 out of 4 items on that list are scalable only by adding people to your team, requires constant personal attention, and are time-intensive. Read … [Read more...]