Category Archives: Branding

How to Use Snapchat Geofilters

Posted by admin

AcrobatAnt Office SnapchatSnapchat reaches 150 million daily active users worldwide—and this number only continues to grow—it’s about time everyone understands how to use geofilters. Geofilters are fun overlays that users can add to their snaps when sending to friends and adding to their stories in the Snapchat app.

There are two types of geofilters: community geofilters and on-demand geofilters. Community geofilters are free to submit and they share a location, such as a city, university or local landmark. On-demand geofilters are purchased by businesses and individuals to be used for events, businesses or specific locations. On-demand geofilters can be used in a wide variety of situations, including weddings, festivals and retail locations.

Before using a geofilter, you will need to make sure the feature is turned on in Snapchat.

  1. Open Snapchat and go to settings by tapping the ghost at the top of the screen and then the gear icon in the upper right corner of the next screen.
  2. Once in settings, you will need to navigate to “Manage Preferences” and switch the “Filters” toggle on.
  3. You will then need to ensure that you have given Snapchat permission to access your location. This is also located in “Manage Preferences” under “Permissions.” Hit “Edit Permissions” at the bottom of the screen and give Snapchat permission to access your location.

Once this is setup, accessing geofilters is fun and easy. After you take a snap, simply swipe left or right on the screen to add a filter. You will see a mixture of color filters, the current time, local weather, speed overlays and various geofilters that you can add to your picture or video. You can even add multiple filters by adding the initial filter of your choice and then pressing and holding down on the screen and swiping to the second filter of your choice.

Next time you’re out and about look to see what fun filters are available in the area to send to your friends, now that you know how to use geofilters. Happy snapping!

Good Internal Communications Leads to Great Campaigns

Posted by admin

shutterstock_127585232Whether you are working on a branding campaign, service line promotion or announcement of a new physician– internal communication is vital to any external communication effort.

Before beginning any campaign plan, first ask all stakeholders the following questions:

-How does this support the brand?
-What do we want to accomplish?
-Who are we talking to?
-Why are we communicating?
-Why does our audience care?
-What do we want the viewer to take away?

Based on our experience with clients in all industries, most marketing departments start planning and developing external communications before they have consensus from all stakeholders on these questions. Lack of consensus on these key questions will likely result in messaging that misses the mark, campaigns that undermine vs. support your brand or excessive revisions to campaign deliverables.

In addition, asking these questions early in the process will bring forward any misconceptions or incorrect interpretations of the organization’s mission, vision, values and brand as a whole. Often times, individual departments want to tout services or initiatives specific to their department without any background around the health system’s long-term goals, mission or other ongoing initiatives. If the department does develop a campaign based on their misconceptions, it will not be approved by leadership or if it is in market without approval, it will undermine the goal of building the brand.

It is easy to blame a ‘rogue department’ for produced materials that don’t meet long-term objectives and branding requirements. However, it may be that the blame lies with the leadership or marketing team for not making internal communication about the brand an organizational priority. The organization’s brand development and goals shouldn’t be a once a year conversation between the CEO and Vice President of Communications – it should be a constant driver of all organizational activities.

All employees who have the power to communicate externally should have access to branding information, messaging, goals and objectives. Tips and tools for internal communication and consistency include:

-Intranet
-Marketing team blog
-Email newsletter
-Private Facebook group
-Discussion forum
-Standardized approval process
-Annual communications calendar
-Yammer, Google or other internal chat
-Graphic standards and communications guide

The HOW to communicate is not as important as the HOW OFTEN. Any internal communication tool should be used consistently and frequently. Don’t wait until there is an ‘uh-oh’ or your agency has missed the mark on a campaign- start today to improve your internal communications.

Healthcare Marketing’s Role in Patient Experience

Posted by Kelly Fiddner

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Healthcare marketing departments are tempted to default responsibility of patient experience to the quality department or to operations, but marketing needs to help drive the patient experience in order to achieve success.

Is patient experience a strategic priority for your healthcare organization? The reasons for this are many but the most important one is that experience impacts quality. And quality is the name of the game in the era of healthcare reform. Survey after survey reveals that a patient’s perceptions of quality care are directly tied to their experience of receiving compassionate care. As a matter of fact, “compassionate care/staff” wins out every time with healthcare consumers over cleanliness, experienced staff and the latest technology.

That being said, our job doesn’t end when a patient makes a call or walks through the doors of our hospitals or practices. As healthcare marketers, we need to take an active role in ensuring the patient experience aligns with the messaging and positioning we’ve executed in market, thus keeping our promise to our healthcare audiences.

We can say anything in our marketing messages, but if a patient walks in our doors and feels a disconnect with what we’ve promised them, not only will you lose that patient, but they will also tell friends and family, so you will likely lose future patients. Here’s one idea of patient experience that can help you develop your customer experience program:

Intentionally crafted interactions that are personal and individual in nature, require participation and meet unrecognized needs, resulting in a relationship that provides unique value to the customer and to the organization.

Creating a good patient experience isn’t accidental. It takes leadership. And that role may fall to marketing if no one else owns it in your healthcare organization. Why marketing? Because patient experience is built on the backbone of our healthcare organization’s brand promise. How can your brand promise be realized in every touch point, every atmosphere, and every visual? Managing the brand promise throughout your healthcare organization and patient experience will help align with your marketing messages.

Ideally, you won’t have to do it alone. By getting leadership involved and creating a team involving operations, quality, clinical, administration and marketing, you will inadvertently make patient experience a strategic priority. Dream big – what do you want the ideal patient experience to be? Then, start prioritizing – what can be done in three months, six months a year or five years from now? Assign accountability and start working towards improved patient performance now – your marketing efforts will be more productive because of it.

AcrobatAnt Healthcare Marketing & Advertising
AcrobatAntHealthcareMarketing.com
1336 East 15th Street
Tulsa, OK
74120
918-938-7912

Why You Need to Focus on Earned and Owned Media in Your Healthcare Marketing

Posted by Kelly Fiddner

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“Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising.” - Nielsen’s Global Trust in Advertising Survey

In a Nielsen global survey, word-of-mouth, recommendations from friends and online consumer reviews are the most trusted forms of advertising. Althought ad spending in paid media is on the rise, consumer trust in these mediums continues to decline.

“Although television advertising will remain a primary way marketers connect with audiences due to its unmatched reach compared to other media, consumers around the world continue to see recommendations from friends and online consumer opinions as by far the most credible. As a result, successful brand advertisers will seek ways to better connect with consumers and leverage their goodwill in the form of consumer feedback and experiences.” - Randall Beard, global head, Advertiser Solutions at Nielsen

The terms “earned, owned and paid media” have become popular as a way to categorize and prioritize all of the media options available to us. To be sure we are speaking the same language, I’ve provided a summary of how each is defined below.

  • Owned media: Owned media are the channels your hospital brand controls, such as your website, mobile site, blog and Twitter account.
  • Earned media: Earned media occurs when consumers become the channel. It includes word-of-mouth, buzz, “viral”.
  • Paid media: Paid media are the channels you pay to be on, such as television, radio, display ads, paid search and sponsorships.

Earned media is a result of listening and responding and can be achieved through a well-executed, well-coordinated owned and paid media campaign. One of its drawbacks is the lack of control when it comes to negative feedback or comments. But this shouldn’t prevent you from being in this space because the reality is that you can’t stop it.

The most important thing to remember is that earned media is an opportunity for your hospital or health system to engage with its healthcare audience. And a big part of engagement is responding to any and all comments you get – the good and the bad. You will want to treat every interaction as an opportunity to convert a consumer into an advocate for your healthcare brand, even if the reason they contacted you was a negative one.

To review more insights from the Nielsen’s Global Trust in Advertising Survey, click here.

AcrobatAnt Healthcare Marketing & Advertising
AcrobatAntHealthcareMarketing.com
1336 East 15th Street
Tulsa, OK
74120
918-938-7912

Healthcare Marketing’s Dilemma: Is Your Brand Interesting?

Posted by Kelly Fiddner

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Instead of being highly rational, functional and focused on specifics, like most healthcare marketers, tell the story behind your brand to intrigue, engage, and connect emotionally with your healthcare consumers. 

As I mentioned in one of my recent posts, Humanizing Healthcare Marketing, only by establishing an emotional connection with our audience can we build affinity with and loyalty to our healthcare brand. As we accelerate down the road to consumerization, how can we become more human and less robotic and mechanical? Something that consumer marketers have known for quite some time is that brands are just like people. What makes someone interesting, memorable and attractive is always more than a list of rational characteristics. We connect emotionally with each other and in order to be engaging, we must be compelling in our storytelling.

I liken this to the cocktail party scenario. Think about one of the last cocktail parties you attended. Was there someone you met that you thought was interesting? What was it about that person? Was it someone suffering from the me, myself and I syndrome or was it someone who was real, engaged in your conversation and genuine? My money is on the person you felt was authentic and real. There is huge opportunity in healthcare for us to differentiate our healthcare brands by telling our own, unique story.  

Your healthcare brand is the sum of all the characteristics that make your offering unique. It is NOT your logo, slogan or latest ad campaign. And whether you like it or not, your organization does have a brand. The only question is, are you in control of it? In order for your healthcare organization to build its brand, your internal leadership teams must strategically set a level of expectation and deliver consistency of-

  • Customer service
  • Patient acquisition process
  • Messaging (including your voice and tone)
  • Consumer touch-points
  • Marketing and communications

When you control the nuances of your brand, your healthcare organization’s image will be clear and you will achieve consistent results.

AcrobatAnt Healthcare Marketing & Advertising
AcrobatAntHealthcareMarketing.com
1336 East 15th Street
Tulsa, OK
74120
918-938-7912

Healthcare Marketing Case Study: Wellness as a Brand Builder

Posted by Kelly Fiddner

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Healthcare marketers can deliver a better brand experience by putting on their “patient hat” and asking themselves, “What’s in it for me?”

I’m going to let you in on a little secret about your healthcare audience: They don’t care about what you have to say. That is, until they have to care. The truth is, a minority of consumers are seeking care at any given time. The latest statistic I could find is 16 percent; at any given time, 16% of your market cares what you have to say. With that being the case, our healthcare messaging has to work hard when it’s executed in market.

No one understand this better than Inova Health Systems. Inova is one healthcare organization that truly “gets” relevancy and marketing to consumers. They have used wellness as the basis for building their brand due to it having a high relevance factor among consumers. For healthcare consumers, relevance is the difference between:

  • Healing versus health
  • Outbound versus inbound
  • Look at us versus look at you
  • Joint replacement versus joint pain

Inova executed a Fit for 50 promotion encouraging metro Washington, DC-ites to get in shape, regardless of their age. They used former All-Pro NFL cornerback and wellness enthusiast Darrell Green, who was just turning 50, as the spokesperson. If you aren’t familiar with Green, he’s one of the more captivating personalities out there. He’s very down-to-earth and genuine, and has a great on-camera style. Smart move on Inova’s end by partnering with someone who represented their brand so well.

Green along with Inova physicians offered wellness tips in an effort to get people engaged and to begin to build trust within the Inova healtcare population. The Fit for 50 program had 7,200 registrants who signed up to personalize their fitness goals, 550 Facebook followers, 6,500 updated CRM records, 2,250 new CRM records and 325 participants enrolled in the 8K fitness run. Due to demand, Inova extended the length of the program from 50 days to a whole year. The campaign was web-centric, having a Facebook page and a website where Green’s fitness video clips could be watched. Inova’s choice to take a different path has helped them become a beacon of wellness in their community.

As a side note, that marketing team responsible for executing this promotion didn’t realize the extent to which physicians would become involved. While filming one of the videos, Darrell pulled in a physician who was walking by and started talking to him about fitness – then word spread. They had 50 Inova doctors featured in video clips, talking about a variety of healthcare topics.

AcrobatAnt Healthcare Marketing & Advertising
AcrobatAntHealthcareMarketing.com
1336 East 15th Street
Tulsa, OK
74120
918-938-7912

Five Things Not to Do in Healthcare Outdoor Advertising

Posted by Kelly Fiddner

Yes-GirlSmart marketers understand the strengths of advertising channels and use that knowledge to leverage tactics such as outdoor advertising to their utmost advantage.

Take Coca Cola, for example. Their “Yes Girl” design won the Outdoor Advertising Association of America’s Best in Show award in 1942 with one word, an image and a logo. Three elements were combined to create a powerful top-of-mind message.

Top-of-mind awareness is one of two goals, ideally, to be established for outdoor as a tactic for advertising. It’s a better investment of your marketing dollar to use outdoor as a support medium, in conjunction with a more robust, integrated campaign. This may sound like Marketing 101 to some of you, but you would be surprised at how much information gets crammed into many outdoor boards.

The second objective to use as a filter for your outdoor advertising is a strong call-to-action – to get someone to do something. When outdoor boards are used as support for other tactics in market, they can serve as reinforcements, or touchpoints, of campaign messaging your audience has previously seen.

I usually prefer to use more positive approach (and verbiage) in tips and lists, but I think a Do Not list is more impactful in some instances. We’ve developed this Do Not list at the agency as a result of creating thousands of outdoor boards for clients. Admittedly, there is some creative that will never see the light of day, at least in our agency. But when you do as many ads, outdoor boards, direct mail pieces, online creative, etc. as we’ve done, you learn what works and what doesn’t.

So here goes. Here is your guide on what not to do in outdoor advertising:

  1. DO NOT distract the viewer with multiple messages. Focus on one single message.
  2. DO NOT use more than seven words in your copy. Anything more than this is requiring too much of your viewers to do in the 2-3 seconds they have passing by the board.
  3. DO NOT use more than 2-3 words in directional copy. Better yet, use an arrow instead.
  4. DO NOT include your address in the layout.
  5. DO NOT include more than three elements in your layout. Choose one of the following formats: (1) headline (2) logo (3) image OR (1) headline (2) logo (3) directional.

Every medium has strengths and weaknesses. Having a solid understanding of each allows you to be more strategic with messaging and with your media buy. Here is a summary of outdoor’s advantages and disadvantages:

  • Strength: Low CPM / high reach and frequency
  • Strength: Ability to target geographically
  • Strength: Variety of types and locations
  • Strength: Simplicity
  • Weakness: Availability
  • Weakness: Message wear-out
  • Weakness: Passive
  • Weakness: Minimal demographic targeting

Given the fact that mobility limits the viewing time of an outdoor message, I suggest you try to accomplish one of the goals, not both. If your “internal client” (CEO, physician, etc.) is asking for everything and the kitchen sink, then your goal becomes the third one I didn’t mention before. I call it “appeasing an internal audience.” And there are no metrics or ROI that will occur with this objective. But it is a reality for us in healthcare marketing, and if your thoughtful rationale doesn’t convince your internal audience, then just execute and move on.

By following the guidance I’ve provided above, you can achieve the results you, and your C-suite, are seeking.

AcrobatAnt Healthcare Marketing & Advertising
AcrobatAntHealthcareMarketing.com
1336 East 15th Street
Tulsa, OK
74120
918-938-7912

A Healthcare Marketing Check-up: It’s Her Economy

Posted by Kelly Fiddner

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If you were asked what buying group drove the world economy, could you answer correctly? According to Harvard Business Review, it’s women and they control $20 trillion in annual spending. These numbers represent a market that is double China and India’s growth markets combined.

It is certainly a curious and enigmatic thing why companies continue to underestimate the female consumer – and worse, patronize and stereotype “her” in marketing messaging specifically aimed at women. And healthcare is no exception to this. In fact, according to early insights learned from WomenSpeakWorldwide.com’s What Women Want survey, healthcare marketing is in the top three industries doing the worst job of meeting women’s needs. Financial services and Technology/Electronics are the other two leading contenders.

Study after study reveal one major insight into the world’s largest market: Women feel underserved. They feel undervalued in the marketplace and underestimated at work. Organizations that cater to women by responding to them technologically, functionally and emotionally will win in the long term.

One example of a big brand in the financial services sector winning big with women is Citibank. Surely you’ve seen the rock climbing commercial for Citi’s Thank You card – the song with the musical refrain “Somebody Left The Gate Open,”  the putting off of a marriage proposal to climb a rock instead? Everything about this ad is right on. The use of double entendres with nylons, shoes and a rock challenges what we typically see in marketing targeted to women. And the climbing is real. The ad agency used real rock climbers, not actors or stunt people. Even the fact that the woman pays for the entire trip is in itself a breath of fresh air. Citibank has hit the mark with this one and hopefully we’ll begin to see others follow suit.

If we in healthcare marketing would take the time, like Citibank has obviously done, to understand the pain points in a woman’s world, we would be able to provide better ways of communicating and serving this powerhouse buying group responsible for making most of the healthcare decisions in this country. Some commonalities I’ve found in the research I’ve done on marketing to women boils down to a list of three pervasive challenges afflicting them:

  • Managing her household and finances
  • Too many demands on her time
  • Not enough time for herself

The fact is, women rule the world. Or at least control the purse strings. Therefore, I’ve gathered some additional data on women that will hopefully reinforce just how powerful this buying group is.

  • 85 percent of all purchasing decisions are made by women.
  • 51.4 percent of the US population is female.
  • In 31 percent of two-income marriages, women out-earn their husbands.
  • 1 out of 11 American women own a business (U.S. Department of Labor).

Source: GirlPowerMarketing.com

And four even more pertinent statistics:

  • 90 percent of families’ healthcare decisions are made by women.
  • 91 percent of women say that advertisers don’t understand them.
  • 66 percent of women feel misunderstood by health care marketers.
  • 58 percent of women are annoyed with how advertisers portray their gender.

Source: Greenfield Online for Arnold’s Women’s Insight Team

Women continue to dominate when it comes to accessing information via a mobile device:

  • 45 percent of women have a smart phone.
  • 23 percent of women download a health app.
  • 52 percent of women access health information by phone.

Stats courtesy of PewInternet.org. Download the Pew Internet Mobile Health 2012 Report for more key findings on the mobile health market.

Some facts on the making of Citi’s rock climbing commercial:

  • The rock is called Ancient Art and is located just outside of Moab, Utah.
  • The incredibly inspirational song, Into the Wild, is sung by the uber talented LP.
  • The real-life professional rock climbers are Katie Brown and Alex Honnold.

Business Insider interviewed Citi’s agency about how they filmed the commercial. Click here for that article.

AcrobatAnt Healthcare Marketing & Advertising
AcrobatAntHealthcareMarketing.com
1336 East 15th Street
Tulsa, OK
74120
918-938-7912