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Looking from the outside in

What looking from the outside through your website tells me about your medical practice. Your first contact with people is your website. So marketing your website should be a top priority, especially if you are trying to grow your practice. Medical practices, like non profit research, medical and clinical institutes, find this kind of marketing is harder, because you are marketing to people who don’t have a relationship with you yet but could in the future.

Many medical practices tend to neglect their websites. You can’t afford to do that today.

According to Pew Research – The most commonly researched topics are specific diseases or conditions; treatments or procedures; and doctors or other health professionals.

I came across one medical practice website here in my local area. One word will sum it up, pitiful.  So what do I look for in a medical practice website?


Overall appearance of website The general appearance of a medical practice website for me reflects what your corporate culture is like; for example innovative or traditional. It also helps me to decide to read further or just click away and move on to another website.

So here are just a few of the items I look for and they mainly focus on user experience features:

  • Design and usability
  • Ease of use – easy to locate information
  • Readability
  • Content – at first glance is it interesting  – does it invite me to read more
  • Are you supporting different languages
  • Blogs & Blogging activity
  • How can I contact you – how can I make an appointment
  • Social media – I also have a separate list for social media activity (see below)
  • Mobile responsive – is your website mobile responsive – If yes, then you are telling me that you know today’s readers can access you from any device.

Social media friendly For me the presence of social media links will add value and relevance to your site. So, there are links to social media, but do you check the links to make sure they work? If they are not working then for me your site is a dead one. This leads me to question your professionalism.

  • Are your landing pages simple, yet effective on social media such as FaceBook, LinkedIn and YouTube with links on and to your home page.
  • Are they current – updated weekly, if not daily or are they outdated
  • Do you allow for social sharing
  • Are you publicizing via social media
  • Are you monitoring your social conversations

Deep dive into the medical practice, staff and physicians Providing value beyond the basic information

  • History of the organization – are you part of larger healthcare system
  • Do you participate in latest clinical trials – if so did you list them
  • Patient stories – Do you let your patients share their stories
  • Online tools to support networking
  • Do you have the latest technology
  • Current treatments and procedures
  • Tell me about your physicians – their backgrounds – training – certifications – publications – research – can I search a physician by sub specialty
  • What are your sub specialty centers
  • Do you have volunteers – well don’t forget them
  • Teaching and continuing education – research fellows – medical students – residents
  • News releases are they current and up to date
  • Events – are they easy to find – is there information regarding location, time and date
  • Images, innovative and educational videos, podcasts, webinars
  • Email subscription box
  • Going beyond local – thinking of international patients also

Apps  We live in a mobile world where patient empowerment and practice portability reign

  • Are you using apps to streamline doctor-patient communication
  • Can I schedule an appointment directly from an app

Looking at content marketing and not just content

I get very frustrated when I see clinical, medical and research organizations doing great things and their messages just don’t reach an audience. Why does this happen?

I came across a webinar on 3D printed models that help surgeons plan and prepare for complex operations, giving them a chance to practice on patient specific model before the actual operation. I was surprised to find out that this research is being done right here in my home state.

So how come I didn’t see it on my Twitter feed? I am following them. How come it didn’t come across those thousands of e-newsletters I receive everyday? Why didn’t my friends share it on FB?

So I did a little research on how this organization is using social media to communicate what they do. From the outside it looks like random posting and some publications, press releases, basic news articles, but I do not see any real content marketing. Non profit research, medical and clinical institutes need to develop content marketing and have a more content focused strategy.

What do we mean by content marketing?

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” – Content Marketing Institute

Non profit research, medical and clinical institutes find this kind of marketing is harder, because you are marketing to people who don’t have a relationship with yet but could in the future.

The aim is to build awareness. Do people have an understanding of who you are? And what you do? They should know about your organization and know where to go if they need you in the future.

Social media doesn’t sleep, so why should you?

Putting off a response to a tweet may not be good practice.

florida twitter handle gilenya twitter handle

According to a Lithium press release

Customers have high expectations for a quick response. 53% expect a brand to respond to their Tweet & demand that response comes in less than an hour, according to the Lithium-commissioned study by Millward Brown Digital. The bottom line is you need to respond in under 2 hours.

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If it is a complaint then 72% of the people expect a brand to respond within 1 hour. People who complain expect a quick response.

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What are the consequences of poor response times? 38% feel more negative about the brand and/or company and 60% will take unpleasant actions to express their dissatisfaction.

brand-perceptions-and-response-time

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Timely responses to Twitter, on the other hand are rewarded & remember these exchanges are occurring in the public domain, so it will have a domino effect on followers. When a brand responds in a timely manner on Twitter:

47% of people recommend the brand through social media

43% of people encourage friends and family to buy from the brand / company

42% of people praise the company through social media

38% of people are receptive to advertisements

34% of people buy more of the company’s products

postitive-brand-feeback-on-twitter

It is necessary to stress the importance of building trusted relationships with customers on Twitter. Twitter generates a sense of community.  It can help to raise brand awareness and allow brands and consumers to interact in real time.

Image credits Search Engine Watch

How one hospital is using Twitter

It’s time for hospitals & medical research centers to be creative, bold and fresh into how they can use social media to engage with the public. #heartTXlive is a perfect example, in my opinion of just that. The surgical team at Baylor University Medical Center (@BaylorHealth) tweeted one patient’s heart transplant story in real time. This is raising awareness through the power of social media.

Twitter & Hospitals

How are hospitals using Twitter?

Which hospitals are using Twitter?

What prompts the consumer to follow hospital Twitter account(s)?

What is the cost of not engaging with Twitter for hospitals?


Mayo Clinic’s Center for Social Media reframes ROI as “risk of ignoring”. Not engaging with digital platforms like Twitter by smaller organizations will allow for greater opportunities to more progressive competitors.

It is all about the user experience thats prompts consumer to follow the hospital. Hospitals need to sustain followers with interesting and useful content.

Study published in Journal of Medical Internet Research finds among hospitals studied: 99.4% had a Facebook account; 99.4% had a Foursquare account; 99.1% had a Yelp account; and 50.8% had a Twitter account. One half of the hospitals studied had an account on all four digital platforms.

Mayo Clinic is named second year in a row as most social media – friendly hospital in the United States.

The facility had:

  • 538,061 Facebook likes/fans;
  • 26,871 Facebook check-ins;
  • 26,545 Facebook mentions;
  • 17,708 Tweets;
  • 858,932 Twitter followers;
  • 1,783 Twitter users it was following; and
  • 9,086 Twitter mentions.

Other top social media friendly hospitals, in order:

  • Cleveland Clinic;
  • Baylor Regional Medical Center in Texas;
  • Dana-Farber Cancer Institute in Boston;
  • University of Texas MD Anderson Cancer Center;
  • Rush University Medical Center in Chicago;
  • Houston Methodist Hospital;
  • Memorial Sloan Kettering Cancer Center in New York City;
  • University of Michigan Hospitals and Health Centers; and
  • Northwestern Memorial Hospital in Chicago

Crowd Clinical takes public opinion on hospitals and collates data and uses it effectively.

Twitter and predicting emergency trends. University of Arizona and Dallas-Fort Worth team up to find connections between tweets about asthma and asthma-related emergency room visits.

The utilization of Twitter in the hospital setting has been more beneficial than detrimental in its ability to generate opportunities for cost savings, recruiting, communication with employees and patients, and community reach.