Category Archives: Social Media Strategies

A Nurse’s Guide to Twitter

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I recently came across an in-depth article by Paul McNamara discussing why nurses should be on Twitter and many great tips for nurses to get the most out of Twitter. It was one of the most practical articles that I’ve read and felt it was worth sharing.

“To borrow a quote from Jane Caro (you’ll find her on Twitter too), social media allows nurses and midwNurse's Guide to  Twitter headerives unmediated access to public conversations for the first time in history. Empowering stuff.” This quote from the article sums it up nicely.

But, in case you prefer bullets with what’s included in the article:

  • Twitter at events; the best way to catch everything at a conference
  • Twitter discussions; scheduled chats about a specific topic
  • Twitter tips; LOTS of tips about using twitter and setting up your twitter profile
  • Twitterisms; how to speak the language of Twitter
  • Suggestions for nurses to follow

If you are a nurse and want to share information and interact with other individuals that have the same interests, then take a few minutes to learn why Twitter may be an ideal conversation platform for you.

Read the article here: http://www.ausmed.com.au/twitter-for-nurses/

Thank you to Paul McNamara for this great content.

Quoted and shared with permission.

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!

Top Three Instagram Marketing Options for Healthcare Marketers

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shutterstock_292931069AccrobatAnt Healthcare Marketing would like to introduce our first guest blog post. ‘Top Three Instagram Marketing Options for Healthcare Marketers’ was written by Nancy Grace from iDigic.net. Nancy is a social media writer at iDigic.net who also contributes for hundreds of other blogs. Her articles predominantly focus on Instagram marketing and are widely followed by readers from all over the world. AcrobatAnt does not endorse any third party companies, but seeks to provide useful information to our readers. 

Last year, Instagram caught the attention of healthcare marketers from around the world when it surpassed Twitter and became the second biggest social network on the Internet.

Are you promoting your healthcare or hospital services on Instagram? If not, then the following tips are just for you. Even if you already have an Instagram account for your healthcare organization, chances are that you haven’t started using the following techniques to advertise your services.

Advertising options for healthcare marketers 

For over a year, Instagram was allowing only a selective list of native brands to post sponsored ads on the network. But late last year, it opened its door to businesses of all size and scope to post premium ads. Below is a list of ad options you could try for your brand promotion.

1. Carousel ads - One of the best ways to improve your ad performance is to use the carousel format. These are ads that consist of 3-5 images with captions, URLs and clickable CTAs. Users can easily swipe through the images one by one, which is much easier than scrolling down the page.

How to apply this technique in your healthcare marketing campaign: Create a series of photos of your services and put them in a carousel format showing your followers the various steps involved in the making (from step 1 to step 5). This technique would apply well for short ads but if you want to post something a bit longer, then video ads would be a great option.

2. Direct response ads - Direct response ad format works best when you are looking to get an immediate response from your followers. Most businesses use it to drive more traffic to their website. You could include CTAs like “Learn More” to encourage visitors to explore your services and “Sign Up” to increase your newsletter subscriber base.

How to apply this technique in your healthcare marketing campaign: Post images of fun-filled cooking activities in your cookery classes and include a CTA button in the post. If you are endorsing a fundraising campaign, let your visitors know how they can contribute.

Always remember, capturing the attention of your audience is what matters the most; getting them to follow you or interact is next.

3. Targeted ads - Most businesses prefer targeted ads because they put you right in front of your potential buyers. By using this ad format, you can customize your advertising content for people’s interest, gender and location.

How to apply this technique in your healthcare marketing campaign: If you are offering a product or service for women users in your area, put your ads in front of relevant people. To boost the success of your ad, come up with custom ideas for your end users like creating images with women in the picture.

By the way, before implementing these techniques for your business promotions, see to that you already have a loyal following. If you don’t people aren’t going to pay much attention. Accounts with more followers, even on Facebook and Twitter, are the ones that steal the limelight. If you wish to jazz up your profile with 10,000 real followers in just 48 hours, get in touch with iDigic.

A quick tip to boost your website traffic: The high-quality images that you have created specifically for Instagram marketing can also be shared on other popular content sharing platforms like Facebook, Twitter, Flickr and Tumblr. Even better, you can just copy the URL of your shared image on Instagram and use it on any online marketing platform for better visibility.

 

Healthcare Content Marketing Is Not Social Media Marketing

Posted by Kelly Fiddner

Healthcare Content Marketing Is Not Social Media Marketing

Healthcare marketers have always needed to find ways of conveying important information in useful and entertaining ways and social media is the communication workhorse that can effectively and efficiently do it.

Let’s be clear on something: social media didn’t create content marketing. Content marketing has been around as long as people have been selling services. What started as published content on the Web, progressed from text to rich content like videos, health libraries, infographics, etc. Now that there is more content out there than anyone can reasonably find and consume, we’re applying personalization technology to filter the barrage of information coming at us from all angles into meaningful, relevant, digestible chunks.

There is plenty of overlap between content marketing and social media marketing in healthcare, but don’t forget they are two different animals with different focuses and objectives. In social media, the hub of marketing activity lies within the networks themselves, with content being placed inside the networks. In contrast, content marketing’s focal point is your healthcare brand’s own content hub, like your website or a service line specific microsite.

The goals of content marketing are consumption, then behavior. The goals of social media are participation, then behavior. – Jay Baer

Social media is used by healthcare consumers to communicate among themselves, with their healthcare providers, etc. This type of communication is much less structured; it’s conversational and can be reactive. Therefore, its strength lies in brand awareness and patient satisfaction and retention.

Social media is the new telephone. Content marketing is the new brochure. – Jay Baer, digital marketing strategist, speaker and New York Times best-selling author

Content marketing is a tool healthcare marketers and providers can use to educate, inform and entertain patients and healthcare consumers by creating attention or causing action that moves them down the buying funnel, resulting in increased volume and advocacy.

Think of social media channels as the tentacles that can extend the reach of your healthcare content and foster authentic conversations with your patients and healthcare consumers. Despite the differences between the two, there is a vital interdependence that can make or break a digital marketing strategy. We’ve always needed to find ways of conveying important information in useful and entertaining ways, we’re just using technology as the vehicle to do it.

Photo credit: Thanks to mkhmarketing via flickr for the wonderful graphic available under the creative commons license.

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

Seven Ways to Connect with Millennials in Healthcare Marketing

Posted by Kelly Fiddner

marketing_to_millenials

Healthcare marketers opting to engage Millennials will create differentiation and give your organization an edge for long-lasting relationships with this generation. 

Millennials have grown up. They are the largest generation in U.S. history – even larger than the Baby Boomers. Their ages range from 16-34 and the older members of this group are beginning to enter their peak earning years. One thing we need to consider as healthcare marketers is that they are starting families.

According to research conducted by the Boston Consulting Group (BCG), Millennial expectations are very different from the generations coming before them. The marketing tactics that have worked in previous generations won’t work with this group. What does this mean in the context of healthcare marketing? It means we need to rethink our brands and marketing strategies for our healthcare services, from primary care to maternity services and pediatrics.

1) The message isn’t about “me.” Millennials have grown up being treated as individuals and expect personal experiences. Therefore, they want things their way and don’t want to be lumped into a “general” category. For you as a marketer, this means not grouping them under one label, such a “women’s services,” or you risk being ignored. Opt for personalized information over general enewsletters and general direct mail pieces.

2) Use photos more than text. Millennials are a visual bunch. Videos and photos generate much more engagement with this group than text does. This means those 20-page patient booklets and packets are worthless to a millennial. Convert this type of information to bullet-sized copy points or videos.

3) Offer convenient care and fast access. This group values speed, convenience, ease and efficiency in anything they do. This includes technology, but envelopes everything else too. Consider online access to information such as lab results, prescription renewals and appointments, and text reminders about medications or appointments.

4) Engage them or you’ll lose them. BCG data reveals that 60 percent of Millennials rate products and services online and upload videos, images and blog entries. Give them the opportunity to share and they’ll take it, or let them read what people are saying about your healthcare brand. 79 percent of this group use social media platforms to connect with friends in real-time. If your organization isn’t cultivating your brand on Twitter, Facebook, YouTube or other platforms, it’s missing huge opportunities with this group.

5) Get mobile-minded. Millennials are mobile. There is no question about this. And at the very least, your website should be mobile. Text reminders and mobile payments are two functions that you should be deploying in the near future. Apps are also something you should be looking at to provide mobile convenience for appointment scheduling or information on medication.

6) Good design is expected. Millennials have grown up with computers and other digital devices, so good design isn’t a differentiator for them. It’s expected. Conduct a thorough review of your online processes, such as customer service, registration and admissions, to see if you might be losing potential patients due to bad design. If you know it’s bad, then fix it. Millennials are always in a hurry and want the quickest means to an end.

7) Make Millennials part of the team. You need the older members of this group on your marketing team to help steer you through the nuances of marketing to Millennials. Non-Millenials don’t really get how this group consumes media so you would be wise not to put one in charge of your Millennial strategy.

For more on BCG Millennial consumer insights, check out The Millennial Consumer: Debunking Stereotypes.

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

media_paid_earned

“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

Be Relevant When Marketing to Your Healthcare Audience

Posted by Kelly Fiddner

relevance-rankmaniacHealthcare marketers bear the burden of relevancy when it comes to marketing healthcare content. 

It’s one of those buzzwords we’ve been hearing in marketing circles for some time now. As a marketer, what does relevancy mean to you when applied to your healthcare audience? Does it sync up with what your audience considers relevant?

I think many times this is where marketers get hung up. The solution to the whole idea of “content marketing” isn’t something you can develop in a vacuum with your agency or creative folks, with no insight (read: research) as to what afflicts your audience. Too many times, the marketing message is driven and approved by internal teams, such as physicians and C-suite managers, and not tested against real-world consumers. The people editing and approving headlines and copy want to speak in healthcare vernacular and not in everyday language that a fourth or fifth grader can understand. (Yes, that is the reading level we need to target in our healthcare messaging.)

Let’s take some insight from Pew Research Center’s Internet & Life Project which provides information on the issues, attitudes and trends shaping America. According to health and healthcare research conducted on people living with at least one chronic condition:

    • 25 percent are living with high blood pressure.
    • 13 percent are living with asthma, bronchitis, emphysema or another lung condition.
    • 11 percent are living with diabetes.
    • 7 percent are living with heart disease, heart failure, or heart attack.
    • 3 percent are living with cancer.
    • 16 percent are living with another chronic condition.

So when we’re talking about relevance and healthcare, this is the type of insight we can use to develop messaging for our hospitals and health systems. But we also have to take into consideration the various stages, from symptom to diagnosis to treatment, and types, causes, etc., because there will be a population of consumers always coming into the universe.

When it comes to producing content, marketers also need to consider:

  • Making content shorter
  • Guiding consumers to the right content at the right time so they don’t have to wade through volumes of content
  • Speaking to consumers’ needs and in their language

Fox, Susannah. Pew Internet Health. Pew Internet & American Life Project, July 1, 2013. http://www.pewinternet.org/Commentary/2011/November/Pew-Internet-Health.aspx, accessed September 27, 2013.

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