The greatest storytellers could also be the greatest marketers. In tern, the greatest healthcare marketing firm in Los Angeles must employ the greatest storytellers and integrates a seamless storyline into every marketing strategy, from video and print to banner ads, blogging and social media. It’s no surprise that one of the most sought after iPad and iPhone covers happens to create the illusion of an old book. In fact, I have this cover myself. The future of advertising lies within the past; in storytelling.
A great story will withstand the test of time. How is that possible? How is it possible that a story written in the 1800’s can resonate with the ‘must-have-now’ readers of today, who can’t spend a few minutes in the bookstore and would rather have books instantly downloaded via mobile devices? That same person who cannot wait more than 10 seconds for a book to download is still interested in reading a book from hundreds of years ago.
Just as a Starbucks patron has a unique brand experience with their local Starbucks, a patient will have a unique patient experience with a hospital or family physician. The patient experience has become a coined term for many medical organizations seeking to improve their overall brand image. Healthcare marketing success is based on the principle of brand growth and increasing brand equity for physicians, specialists and hospitals. But with the intentions behind the Pay-for-Performance measure in the Affordable Care Act, the patient experience becomes more than simply a coined phrase but a way to secure funding.
What is the Patient Experience?
Defining the patient experience depends on who you ask. Physicians might point out the effectiveness of medical treatment, surgery or recovery, while the patient might point to the kindness of the staff, the availability of the physicians, the promptness of the location, or how accessible they were.
For a healthcare marketing firm, whether you’re in LA or Scottsdale, one of your ultimate goals is to improve the patient experience through social media, print materials, video and more. By improving the patient experience with your client’s brand, you can turn patients into fans and brand advocates. However, with the implementation of Obamacare’s ‘pay-for-performance’ measure, increasing a positive patient experience is no longer simply an aspect of healthcare marketing and advertising, it’s an aspect of financial necessity.
Pay-for-Performance and Healthcare Marketing
EASYreferrals.com points out how tricky the idea of pay-for-performance can become in an industry where “patient satisfaction greatly depends on patient health, diagnosis and medical outcomes, and is not always contingent on how friendly the staff was.
Google estimates that people use ten online sources before they make a decision. How many medical resources, physician websites and competitors do you think your patients view before reaching your website or social profile? If you understand the importance of healthcare marketing in LA or Scottsdale, as Quaintise clients do, then there is no doubt that your brand will be seen early in a patient’s research. With the accessibility that social media offers patients and potential patients, it’s crucial to weave not only search marketing but social media marketing into your overall healthcare marketing success strategies.
With so many consumers and patients not only depending on friend recommendations on Facebook, but basing their medical decisions on online research, healthcare marketing with SEO and Social Media strategies are absolutely paramount.
Facebook users are 24% more likely to view a brand positively if recommended or ‘Shared’ by a friend than users who hadn’t seen a recommendation but saw a News Feed update directly from the brand itself. Plainly speaking, if your friends Share, Like, Comment or Recommend a brand, product or service on a social network, you, as the consumer, are 24% more likely to take interest in a positive way. Many in healthcare marketing are taking notice of these statistics, released by Nielsen, and restructuring their marketing strategies to utilize the all-powerful Share.
Advertising Disguised as Sponsored Stories
There is no doubt in the world of SEO tht content is king. That phrase has been a staple for many years, and with Google’s Panda and Penguin updates, that phrase rings more true now then ever before. What’s astonishing is how many purposes unique, well-written content can serve; from SEO to brand growth to education to the possibility of going ‘Viral.’
YouTube has come a long way since it’s inception just seven years ago. Since that time, it’s become a hub for amateur video, professional video, musicians, educators, physicians, and much, much more. In terms of advertising, however, YouTube has struggled to meet the needs of potential advertisers. Healthcare marketing clients would consistently run the high risk of producing advertising content for pages with amateur videos, perhaps unpredictable and brand-tarnishing amateur videos.
But, all that has changed with YouTube’s recent makeover. And with the integration of YouTube Channels, where content is professionally created, predictable, targeted to a specific audience, brands can feel safe purchasing advertising space.