In healthcare marketing we often talk about building your business brand, building trust between your brand and your audience, and cultivating relationships through all forms of media. In 2013, the next generation of brand building will be in real-time; a quick-paced facet of marketing, and incredibly personal. Sure, when a Fan has a question or concern on Twitter it’s wonderful to have a quick response and follow up with some reputation management, but in 2013 you will have to do a great deal more to get the audience to pay attention.
Real-Time Relationship Building
In 2012, real-time relationship building meant connecting with your brand’s audience on their level; on social media outlets such as Twitter, Pinterest, Facebook, even Google Plus, Google Local and Yelp. In healthcare marketing, it meant answering medical questions by not only following HIPAA regulations, but by providing as much relevant information as possible.
If a patient or Fan left a concern on Yelp, it was your healthcare marketing team’s responsibility to calculate a response to that concern that was heartfelt, positive, accommodating and, most importantly, quick.
If a patient or Fan left a comment on Facebook or desired an answer to a question, you were on top of it with a quick reply.
In 2013, healthcare marketing agencies are going to have to step up their game. With medical organizations like Cleveland Clinic and Mayo Clinic setting the industry standards for social media marketing, your brand will have to keep up the creative pace.
Real-time relationship building requires an initial set of guidelines for immediate responses. This is your first step. Get together with your marketing firm and lay out a set of guidelines for immediate responses. What format will you use? Image, text or video? What kind of information will you provide? Who will star in the video?
Your second step is to determine the creative forces behind the response. For example, if a Fan on Facebook inquires as to how they’d go about getting information on cord blood banking in their home town, it is your responsibility to know each and every physician and hospital involved in cord blood banking in order to provide an immediate and accurate response.
Consider topic hashtags to utilize and promote related topics, questions and answers on social networks. For example, REI consistently receives millions of ‘best gift’ questions during the holidays. Their social media team decided to create a custom hashtag (#giftpicks) in order to help each and every one of those potential customers. According to FastCompany.com, the REI team shot 90 custom videos during a period of several days during the #giftpicks event. During that time the referral traffic to REI’s site doubled.
Think outside of the box in 2013. We challenge you NOT to leave a simple written response when one of your Fans has a question, but make it personal, immediate, and creative!
Quaintise is one of the few healthcare marketing agencies in Los Angeles, and Phoenix, that offers full video service packages for their clients. In order to stay ahead of the curve in 2013, this will be a HUGE resource to utilize.
Visit our LA QDigital location at 10100 Santa Monica Blvd, Suite 300, Los Angeles, California 90067, (310) 736-1752 or our main headquarters in Scottsdale at7150 E. Camelback Road, Suite 444, Scottsdale, Arizona, 85251, (602) 910-4112 for more information on video marketing.
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