There was a time when SEO was simple; you built your websites with targeted keywords, submitted those websites to the directories, and voila! Over time, things have changed dramatically, and yet there are still medical search engine marketing agencies out there that insist on building multiple location-based websites to suit their hunger to rank for every location possible. I get the theory behind it; hyper-targeted websites to each location that you offer services to in Arizona. However, what I fail to understand is why you’d want to spread yourself so thin in terms of SEO strategy. Now, instead of one full-proof, tried and true, effective SEO strategy to rank in each Arizona city, you’ve got 5 strategies running on 5 different sites…and your paying full price for each one. Why would you stretch your budget and your efforts like that?
As Quaintise social media director, I started out being against editorial calendars. They went against everything that I believed was true about social media; spontaneity, trend-spotting and crowd-sourcing. If something popped up in the news or was trending and related to the client’s healthcare industry, I posted it. Social media calendars got in the way of productivity, or so I thought.
The new year should bring with it a new realization of healthcare marketing strategies that will increase foot traffic and boost your ROI. One of those marketing strategies that should be at the top of your marketing plans is reputation management; a paramount step in getting and staying at the top of the search engine rankings on Google.
Right now is about the time you’re going to see a lot of 2014 trends articles and blogs. You’ll see those familiar keywords such as patient satisfaction, consumer expectations, segmentation, fragmentation, real-time marketing, mobile, social, engagement, and big data, among many others. The overwhelming thought to consider is that in healthcare marketing, it all matters at all times, whether it’s 2013 or 2015, the bones of healthcare marketing strategies remain fairly consistent.
Everyone knows the key to successful healthcare marketing on Facebook is getting “Likes,” right? Not exactly. The Huffington Post ran an interesting commentary today titled The Like War, offering 9 steps for “using social media strategy for long term business strategy.” The focus of the commentary was essentially how to get “Likes.” Ultimately, your goal in healthcare social media marketing should not be to get “Likes” but rather to engage your audience, driving them to your brand service or product. Here’s Quaintise’s 3 top reasons why physicians need “Likes.”
Your target audience knows when you’re naughty, and knows when your nice. As we come into the holiday season, it’s interesting to note that it’s not only old Kris Kringle who holds the list, it’s also each and every potential patient who you are targeting with healthcare marketing and advertising. Never forget how smart your audience is.
Within 30 seconds, your potential patients can see how many reviews you have, what topics you talk about on Facebook, when your last blog was posted, as well as the services you offer and your location. Another quick click of the mouse will show them what insurance you accept. Insurance, location and reputation are the three main factors that will drive the decisions of a potential new patient.
There has been a lot of interesting talk surrounding retargeting and prospecting, especially in the realm of social media. In healthcare marketing, retargeting and prospecting are integral elements of any campaign, which is why it’s always so interesting to me to follow these hot topics when they take over the marketing news cycles.
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.
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.
Facebook will soon take retargeting to a whole new level, and not just in healthcare marketing terms. Last month Facebook announced partnerships with companies that allow tapping into outside sources of data to learn more about target audiences, according to the NYTimes. On Wednesday, Facebook rolled out a new feature “that lets brands target users for status updates that don’t appear on their brand Pages,” according to Mashable. And on Tuesday morning Facebook announced a small test in which behavioral-targeting-based FB Exchange ads can run in the News Feed, that real estate – in the center of the Page – has been off limited to standard advertising.
Facebook’s New Ad Push
Ever since Facebook went public they have been scrambling to find ways to increase their stock prices and appease their investors. They are finding their way with advertising, and looking to get very, very good at it.