Millennials, Brands and Digital Content [Infographic]

Jay (not real name) is a 26-year old grad student from Chicago. He is single, is active on Facebook, Twitter and Flavors.me. His favorite websites, newspapers, magazines or TV shows are: The Economist, The Onion, Slate.com, Theoatmeal.com, Xkcd.com and Dexter.

Jay has this advice for companies who want to truly reach him and his friends:

“Take time to engage with us. Don’t just push your message, but listen as well. Social media networks make this very easy for you but they’re often misused or underused by companies like yours. Prompt a response, a discussion and relate your company to someone’s life. Don’t be afraid to step outside your specific product and go for the bigger message to which we can relate and participate.”

Millennial conusmers a.k.a. digital natives, are fast becoming a very influential group of consumers. Brands like yours can no longer afford to ignore them.

We created this infographic (information sourced from Edelman/StrategyOne) to give you a better understanding of millenial consumers like Jay and to illustrate their relationship with other millennials, with business brands and with digital content:

Over to you: What steps are you taking to engage with millennial consumers like Jay?

How Digital Affects Hospital Selection [Research]

Do you wonder how patients select the hospital of their choice?

What if you had in-depth insights about factors that influence patients when choosing one hospital over another? That would probably help you make some changes that would help you stand out from other facilities.

Digital Journey to Wellness

For any patient suffering from an illness, the journey to wellness takes the following path:

  • First the person exhibits some symptoms
  • Then he is diagnosed by a doctor
  • Next he seeks treatment at a health facility
  • Finally after a period of treatment the patient recovers.

What does digital have to do with this?

In a joint study between Google and Compete Inc., 500 hospital researchers were fielded to understand what role digital plays in the journey to wellness. Here’s what they found out:

1. Online Search is Critical

Prospective patients said that digital plays a big role in helping them choose a hospital. For them the journey almost always starts with search. It was interesting to note that search drives 3x as many visitors to hospital sites than non-search visitors.

Among the top items that prospective patients are searching for online are, the hospital’s reputation, and whether the hospital accepts their insurance or healthcare plan. To a lesser extent patients also research hospitals that have been recommended by their doctors, and hospitals that are using the latest technology.

2. Mobile-Friendly Hospital Sites Win

Because patients have their mobile phones with them 24/7, they are also using them to research hospitals. They use them to:

  • compare offerings at different facilities (26%)
  • to discover new healthcare brands they weren’t aware of before (18%)
  • to read reviews of different facilities (29%)
  • to locate a facility for treatment (27%).

In addition 44% of those who researched hospitals on a mobile site went ahead and scheduled an appointment.

If your hospital currently does not have a mobile website, this should be one of your top priorities. Think about a prospective patient who is on the go. What kind of experience will they have when they try to access your site from their mobile phone? It’s up to you to make sure that they have an easy and engaging experience.

3. Online Video Converts

The study also found that video is a critical part of hospital research. 1 in 8 patients watched an online video on:

  • Hospital sites (42%)
  • Health insurance information sites (31%)
  • Health information sites (30%)

Mostly they  were looking for reviews and testimonials to learn about hospitals and treatment options. The interesting thing is that 30% of patients who watched a hospital video went on to book an appointment.

Quick Wrap-Up

In the journey from sickness to wellness, patients are increasingly using digital to research and find hospitals for their treatment. It is up to the individual medical facility to ensure that they are easily found via online search. This means that they should focus on improving their SEO and inbound marketing strategy.

The other key point is that mobile and video are critical parts of the patient’s search and re-search experience. Hospitals should make every effort to create a mobile-friendly website and post YouTube videos to inform and connect with patients. Patients who find what they are looking for online are more likely to convert.

Over to you: Please share your comments. What are your thoughts on how digital affects patients looking for medical treatment?

An Essential Checklist for Creating Valuable Content #cmworld

Are you struggling to create valuable content on your blog?

Do you know the 5 key elements that ALL your content should include?

One of the most valuable lessons I learned at Content Marketing World (#cmworld) is how to develop a step-by-step checklist for creating valuable content (by Ahava Leibtag).

On the left column, it shows your key content objectives and on the right column it shows the elements needed to fulfill that objective.

But before you start using the checklist, be sure to set the stage so that your chances of success are greater.

Personalize it for your organization

Use key words, descriptions, and call to actions that are relevant to your specific brand and industry.

Get the right people involved

You will need to involve all the decision-makers – including a content manager – that will approve your content creation strategy. Be sure you have their buy-in before you start creating content.

Share the checklist with your team

Make sure that everyone who will be involved in the content creation process i.e. writers, researchers, editors, subject-matter experts, photographer and so on, have a copy of the checklist and understand what is required.

Update often

Be sure to update or edit as needed e.g. if your organization launches a new product or service, you will need to add it to your key words, descriptions and so on.

Print and Use often

Make sure that the checklist is printed often and distributed to every team-member so that they may use it to evaluate their content.

What do you think: Do you use a similar type of checklist to ensure quality content? What other elements have you included in your checklist?