The marketing world today is much different than it was ten years ago. Over the past few decades, healthcare marketing and other industries’ marketing campaigns have undergone a serious change-up. What do we mean? Just take a look at your email inbox -- yes, the one with all the marketing emails. What do you notice about them? That’s right -- brands are no longer trying to offer just the best deals and the cheapest prices -- they are also offering something called “authenticity.”
Healthcare Brand Growth Blog
In today’s connected world, patients are much more educated on medical conditions and available treatment options are much further through the process of selecting a provider for elective procedures before they ever interact with a member of your staff.
Industry experts behind Building a Brand-Driven Business found that “...two thirds of senior executives stated that the single greatest threat of the future health of their Brand was senior management's lack of understanding of what their Brand stood for.”
That was 1995, and company priorities have since shifted in favor of Brand Development. So, why focus valuable resources on something so abstract (like your Brand), when you could use those same resources to tangibly boost profits right now? Here are 8 benefits illustrating why Brand building makes strategic sense:
If you want your ophthalmology marketing to be successful, your efforts must begin and end with your patients. Why is patient-focused marketing so important? Simply put, patients are the ones you're trying to impress with your marketing so it only makes sense to keep them in your sights every step of the way. Let's take a look.
The idea of company culture can sometimes sound like a bit of marketing mumbo-jumbo. However, even if you've never taken the time to formally describe your culture, your ophthalmology practice has one. If you do have a defined culture, that internal activity doesn't affect your ophthalmology marketing, right?
When was the last time your ophthalmology Brand updated its marketing strategy? With both the healthcare and marketing industries constantly evolving, your practice’s marketing methods can quickly become outdated.
From our experience there are several common marketing mistakes that ophthalmology Brands frequently make. To ensure that your Brand doesn’t fall prey to those same errors, adapt your marketing strategy to avoid these five disastrous mistakes.
Increasing patient volume can be challenging in today’s digital market. Many patients take the time to research their options, but others choose the first practice they see an online ad for. How can you reach the right audience, at the right time, while presenting an outstanding message that achieves your marketing goals? It starts with an essential part of your inbound marketing toolkit: email marketing.
Question: What caught your attention and enticed you to click and open this blog post?
Odds are, it was the headline that sparked your interest. Headlines are one of the most powerful tools in your marketing toolkit when it comes to increasing patient volume. Intriguing and effective landing page headlines have the power to transform your pages from missed opportunities to patient generating machines.
The industry is in a unique position when it comes to content marketing for healthcare practices. There will always be a wealth of information readily available for healthcare-specific blogs. Additionally, people are always looking for quick answers to their healthcare questions online.
Many healthcare marketers aren’t taking advantage of these benefits. They aren’t leveraging the opportunity to establish themselves as healthcare thought leaders and in turn, convert warm leads into living, breathing patients. If you are one such healthcare practice, then you should consider these four simple ways you can supercharge your lead generation efforts through blogging.
Picture this: After looking around town for days, you’ve finally found what you think is the perfect eye care center for your LASIK procedure. Sure, the building is a little out of your way and you had to drive around the block a couple times to find it, but it’s definitely there. As your expectations of a receptionist’s warm greeting and a comfy waiting room persists, you walk in the door to find a vacant and uninviting room. The receptionist is on break, there are no informational brochures about their practice, and the place is decorated with faded posters that are in need of an update. Unfortunately, this experience is what visitors may have when visiting a poorly designed or outdated healthcare website, and it’s a surefire way to scare off tons of potential patients.
Do you remember learning the alphabet when you were younger? The letters were new and different and at times you were confused by what you were learning. However, once you figured it all out, you could start putting the alphabet to use.
Presidential campaigns are nothing new in today’s society. Every four years we are bombarded with campaign slogans, brochures, posters, debates and commercials. However, presidential campaigning hasn’t always been the norm. Historians claim that Aaron Burr was the first person to openly campaign for his shot at the White House. He went door to door and shook hands with the masses. Funny thing is - Burr didn’t win. All that schmoozing and he still came up short. After a split vote, the House of Representatives favored Jefferson, and Burr became Vice President.
Every modern marketer knows that social media cannot be ignored. It seems like a new social platform is created weekly and it can be hard to keep up. The number of people using social media is staggering. According to Forbes, in 2005 only 8% of adults used social media while over 72% claim to use it today. With over 310 million monthly active users, you would be hard pressed to find a marketing team that doesn’t at least consider how to utilize this social platform.
“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.” – Brian Halligan, HubSpot CEO
Brian Halligan stated this in regards to the effect that inbound marketing has on consumers versus the traditional ways of outbound marketing. Inbound marketing works to bring consumers in, rather than going out and finding them. In today’s digital age, this is done through effective thought leadership, or educational content, that consumers find during a web search. Think about it. When you have a problem, what is the first thing you do? I am quite sure many of you answered with one simple word–Google.
An email marketing campaign is only as good as the strategy behind it. If you are still stuck operating the same email campaigns that you have been implementing since the Internet boom, then you are most likely not receiving the results you desired. Am I right?
Even though it tends to be an over-saturated channel, email marketing still proves to be one of the most effective marketing strategies today. When you create a compelling and effective email marketing campaign, you will create an experience that will break through the noise and speak to your recipients. But an effective email marketing campaign must be backed by a solid and innovative strategy.
Online reviews are now engraved as useful tools in our society. We search online for answers to our problems, and just when we think we have found the solution, we click through to the reviews to see if it is worth our investment. This is why it’s so important for your Brand to recognize this online shift and the newly empowered consumer.
Allow customers the opportunity to tell their story, make a suggestion, voice their concern and express their gratitude. Any review can create a positive impact on your organization, but it all comes down to the way you manage your online reputation. Implement an online reputation management program that upholds your Brand values and speaks to consumers.
Email marketing may seem easy: you write copy, add an image, blast it to your email list, and move on to your next project. You may revisit it later in the day, or maybe even later in the week, to determine metrics such as open, click-through and deliverability rates, otherwise there isn’t much more you need to do for your email marketing campaigns to be successful, right?
There is actually a lot more to email marketing than it looks like on the surface. In order to create and implement an email marketing campaign that produces results for your Brand, you need to think strategically about how your emails fit into your integrated inbound marketing campaigns and how they produce revenue. You may have some email marketing tips and tricks up your sleeve, but we have provided a list of the 6 things you may not know about email marketing that can turn your emails into revenue-generating machines.
When you think of negative online reviews, you hear one thing – negative. We assume that these reviews can only hurt our business. We don’t want negative online reviews, but they are an inevitable part of doing business. Even top performing organizations receive a bad review every now and again.
So what if we told you these “negative” online reviews do not have to have a negative effect on your business? Allow your Brand values to show through on your review sites, communicate with your reviewers, and acknowledge and appreciate all of their thoughts and opinions. By creating an effective online reputation management strategy, negative online reviews can have a positive effect on your current and prospective customers and actually boost your business.