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Originally posted on TNC’s blog.
05/29/17 by Leeann Moore, Business Development
In a digital landscape where the information consumers need is at their fingertips 24 hours a day, keeping your organization’s brand top of mind has never been more important.
The average person “touches”—defined as taps, types, swipes, or clicks—their smartphone 2,617 times a day, according to a dscout study. It’s safe to say that micro-moments drive some of these points of contact.
Google defines micro-moments as the reflexive moments when we turn to our devices to fulfill a need—for example, to do something, buy something, or learn something. Consider this instance: You’re in the market for a new car, and your friend makes a recommendation. You immediately reach for your smartphone and search for information about the model’s safety and reliability, and to find out where you can test-drive one nearby. At that moment, you’re not loyal to a specific brand or dealership. You simply want to know more, and you expect immediate results. You’re in the middle of a micro-moment.
It’s easy to see how micro-moments apply to retail marketing. However, they’re just as applicable to healthcare digital marketing, and their importance will continue to grow as the healthcare industry becomes more retail-oriented.
Taking advantage of healthcare micro-moments means making sure your content is not only relevant, but also easy to access and use. Here are a few ways you can position your organization at the top of the pack:
Make sure your organization is easy to find.
Between 2014 and 2015, the number of people ending their Google searches with verbiage like “near me” or “nearest to me” doubled. People are likely to use this option if they’re new to an area or if they need to see a physician immediately. A dad who needs to take his injured child to a hospital emergency department or urgent care center following a tumble from playground equipment, for example, is likely to use a smartphone to search for a facilty that’s close to his location.
Improving your organization’s local SEO helps ensure you’re included in Google’s three-pack result. Two ways to improve your local SEO are keeping listings up to date in local online directories and optimizing your website for mobile platforms.
Digestible content is essential.
Sixty-nine percent of smartphone users are more likely to buy from companies who make it easy for them to find answers to their questions, according to Google. For this reason, it isn’t enough for hospitals, urgent care centers, and physician practices to simply have a mobile-friendly website. The website must load quickly and feature simple navigation and relevant, easy-to-skim answers. Instead of relying solely on long articles structured by paragraphs of text, consider incorporating infographics, videos, and factoids that do less hard-sell marketing and more educating.
Take a deep dive into the needs, wants, demographics, and behaviors of your target audience.
In a May 2017 article on the future of digital marketing, Google’s Sridhar Ramaswamy said it soon won’t be enough for marketers to simply show up during micro-moments. Instead, they will need to use data to get to know their consumers—to understand and anticipate their needs and wants—even better than the consumers know themselves. In the healthcare realm, this will likely mean turning to analytics tools to gain the best possible understanding of your ideal patient.
From TNC’s blog. Originally published 7/19/17
True North Custom Sales Executive Leeann Moore brings a unique perspective to client strategy, with experience in B2B and B2C marketing, having worked on both coasts, and having served on the agency and client sides of the equation.
Q: What sets healthcare marketing apart from other types of marketing?
Every consumer decision is personal but healthcare is one of the most personal decisions you can make. When you are looking for quality of care and a brand you can trust, those elements are just as important as your reputation and services offered.
With marketing in the healthcare space, there are so many diverse audiences, you want to be sure you are not only communicating access to services they need, but you are communicating with them in a way they want to communicate, in a way that is relevant for them. This is especially true with the retailization of healthcare, as consumers seek healthcare options that match their personal interests, lifestyles, and hectic schedules.
At True North Custom, we’ve found success by drilling down to understand each client’s unique audience while planning a content strategy or service line campaign; otherwise, the message can become irrelevant to them — or worse, create a negative impression.
Q: What does success look like to you?
There are a lot of success stories and it is hard to choose just one, but there is one common theme: When hospitals do their research to get closer to the patients or physicians they’re working to engage. A little research before you develop, promote, and deploy your message goes a long way. Once the needs in their community or physician preferences have been identified, we can create a roadmap to reach them with the right message, in the right channel, at the right time.
We always enjoy being able to reach that audience with relevant content and share the results. Continuing to improve your marketing for healthcare means you are continually improving the impact on the health of your community — and it’s always exciting to see our clients have the results they desire with their campaigns.
For example, I worked closely with Nemour’s / Alfred I. duPont Children’s Hospital with an email campaign that targeted pediatric orthopedic surgeons. This email campaign sought to increase audience engagement, brand awareness and service line growth. By analyzing the data and fine tuning the content, we were able to achieve an open rate of 31.72% compared with other physician e-mail campaigns that have average open rates of 10-11%. The campaign also exceeded the average click-through rate for e-mails targeting physicians.
Q: What trends are you seeing in the field?
Thanks to search engines rewarding original material and brands working to differentiate their messages in a crowded market, custom content is king once again.
Now more than ever, creating your own content is really important no matter the channel (blog, magazine, newsletter, social) you choose to use. It is so easy to get lost in content clutter but custom content makes your message stand out and most importantly, it leads the consumer to you and positions your brand as a thought leader and subject matter expert.
Q: What is the most important message for healthcare marketers to receive in today’s industry landscape?
Don’t be afraid to try something new! You are never going to learn what works if you don’t at least try it. We can help take your ideas and show you how starting with a small idea can be just as impactful. Don’t be afraid to try a new method. Experiment! Especially experiment with analytics and data, experiment with paid social. You don’t have to go big the first time around, you can ease into it at a level you are comfortable and get tangible results.
By experimenting and either achieving quick wins or failing fast, your next move will be even more successful than your last.
Top 25 Digital Media Resources This Week, Mashable
Common Web Design Mistakes, Ted Nguyen
Movie Gangs? Yes, please, Buzzfeed
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We’re already planning next year’s event on behalf of Drive Out ALS. If you’re interested in participating in next year’s tournament or sponsorship opportunities, mark your calendar for May 10, 2014. Check DriveOutALS.com for updates.