Conversational Healthcare Marketing

social media marketing healthcare

The days of one-way, one-sided promotional brand messaging are over. In reality, they’ve been over for some time now in the opinions of many expert Quaintise healthcare marketers. With the remarkable and various brand messaging channels available today providing multiple consumer interactions, if you are still adhering to a one-sided conversation you have already fallen light-years behind. Let’s take a look at where your healthcare marketing campaigns should be in 2013.

 

Conversational Healthcare Marketing

Despite the fact that social media has been practically overly-publicized, many physicians and healthcare providers continue to ignore the obvious. Whether it’s fear of the unknown, an unwillingness to progress with the ebbs and flows of healthcare marketing, or downright stubbornness, conversational marketing is here and many in the healthcare industry are choosing to ignore it.
Continue reading

Optimizing Your Physician Facebook Page for Mobile

facebook mobile marketing

I’ll share a Quaintise secret with you – nearly 80% of all new client Facebook Likes comes from mobile devices. This should be no surprise to other healthcare marketing agencies, seeing that by the fourth quarter of last year, mobile generated 23 percent of Facebook’s advertising revenue, up from 14 percent in the third quarter, and at the end of last year had over 600 million active mobile users. Facebook and mobile goes hand-in-hand, and you need to know how to develop a physician Facebook Page that can compete in the mobile world.

 
Continue reading

New Physician Welcome Packets – You’re Doing It Wrong

market research

Do your patients watch Dr. Oz? Do they enjoy The Doctors as well? How about shows like The Biggest Loser or read Runners Magazine? If you know these details of your patient’s interests, you can develop incredibly targeted ad campaigns on Facebook. Let Quaintise take you on a little trip through some of the Facebook Advertising secrets of the trade.

 

Understanding Your Audience – The Red Tape

As the title of this article states, most physicians and specialists do not have the correct forms for their patients to fill out. Welcome forms are pretty standard, including medical history, insurance information, and some of the most personal questions that some can think to answer. But, they are missing some key ingredients to assist in a physician’s overall healthcare marketing campaign.

 
Continue reading

Healthcare Marketing – It’s 24 Hours a Day, 7 Days a Week

social media marketing

Healthcare marketing is an obstacle course, a long one. It’s a marathon with wind sprints and math equations. Healthcare marketing is integrative and inherent, risky and calculated, and unless you can devote 24 hours a day, 7 days a week to promoting your brand across multiple platforms, you best leave it to the experts at Quaintise.

 
Continue reading

Using Facebook Graph Search for Healthcare Marketing

facebook graph search

I LOVE Facebook’s Graph Search! Facebook has made, and is making, plenty of changes that physicians and healthcare marketers should be excited about – from improved ad targeting to greater engagement options, to the infamous Graph Search. Facebook’s new functionality allows for anyone, with the newly rolled out feature, to search not only their own Friends for similar interests, but allows Page owners to search Fans for specific demographic aspects which can be used to improve posts and advertising. Let me explain…

 

The REAL Advantage of Facebook Graph Search for Physicians

While many, many tech and marketing bloggers are focusing on optimizing business pages for the Graph Search, we at Quaintise are focusing on what the Graph Search can offer your business in terms of understanding your audience. If we’ve said it once, we have said it a million times – one of the most important aspects of social media marketing is understanding your audience. If you can supremely understand your audience, you can supremely target your posts and advertisements to increase engagement and build brand awareness.

 

Yes, it’s important to have your Facebook Business Page optimized for the Graph Search should a potential patient use it to seek you out, but, more importantly, this tool should be utilized for understanding your target audience.

 

In healthcare marketing, many physicians get tied up in the numbers. They have a set goal of how many Fans they need to have on their Facebook Page, ultimately losing sight of the quality of these Fans. One successfully targeted Fan who shares your content and engages with your brand is worth 1,000 silent Facebook Fans who don’t much care for your business.

 

So how do you gain insight into best practices for attracting those brand advocates? You use Graph Search:

 

How To Use Graph Search

If you have been given the capability to use Facebook’s Graph Search, it’s time to get moving. If you still don’t have access, give it time, it’s currently being rolled out to every Facebook user.

 

No matter what type of business you want to research for audience demographics, type into the Graph Search Bar “Fans of (name of business).” We recommend running this search on your competition and your own business page. This will show you how your audience stacks up against your closest competitor.

 

On the right-hand-side you’ll notice an array of refinement options. This is where the true research into your industries demographic, and your audience, begins. We recommend searching “More Pages They Liked.” This option will give you wonderful insight into their interests. Do you see more sports pages? Parenting pages? Shopping pages? Cooking pages? Specific TV shows or magazines? Do you notice any trends, any patterns with their interests?

 

If you want to know exactly which of your Fans, or your competitors Fans, have liked both pages, or perhaps have liked a specific magazine or business, simply type into the Graph Search Box “people who like (insert interest) and who like (insert interest or business).” The possibilities are endless.

 

We’ll jump into what to do with all of this information in terms of targeting, posts and advertising in our next blog. If you’re confused by Facebook’s Graph Search and understanding your target demographic, give Quaintise a call!