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14
Aug 2015

Facebook Updates and Opportunities to Expand Reach

Facebook’s most recent algorithm update is another step in the direction of better understanding how users interact with the platform, while continuously assessing user preferences.

The update is intended to improve user experiences by considerably reducing the reach of organic posts that appear too promotional in users’ News Feeds. After surveying hundreds of thousands of users, Facebook determined these traits as too promotional:

  • Posts that solely push people to buy a product or install an app
  • Posts that push people to enter promotions and sweepstakes with no real context
  • Posts that reuse the exact same content from ads

What does this mean for the healthcare industry?

Meaning depends on how healthcare focused organizations view audiences and  what they intend to accomplish through a defined Facebook marketing strategy. Consider these points:

A range of healthcare organizations are playing an ever increasing role in the proactive health and well-being of the communities they serve, which requires a great deal of trust from a wide range of audiences. This trust lies in how they help sustain overall well-being and then care for both routine and complex healthcare, if needed. Based on system capabilities, clinical staff or support personnel expertise and brand promise of the organization, these strengths will win customer loyalty and increase lifetime value.

A significant part of that trust comes from real world personal experiences and interactions – more and more often communicated across social media in real time. Be sure as you set high standards to engage your communities, apply the same principles to engage your social media audiences.

While important to highlight short term classes and events, remember that true long term engagement is what will drive long term success.

Be a Community, Not a Broadcast Channel

Winning the trust and subsequent power of word-of-mouth doesn’t come from aggressively pushing a barrage of sales tactics into users’ News Feeds, nor does it come from one-sided conversations about what your organization can offer. Instead, users want to be part of an engaged community of support, through:

  • Informational and engaging content
  • Insightful articles and content
  • Short, concise messaging with a related photo

This type of engagement can better capture users’ attention and inspire them to share it amongst their network, which serves to expand your brand’s reach and influence. Sharing proactive health topics and resources can be an untapped, yet exceptionally strong, point of differentiation. One of our clients, Piedmont Healthcare, shows incredible reach with custom content through their Living Better communications. AVID Design built a dynamic category presentation of topics for easier search and share. This ease of sharing on social media provides an opportunity to serve communities beyond geographic boundaries for the improved health and wellness of a much more global community.

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including Content Management Systems, SharePointWeb DesignSEO and PPC, Content Development and AssessmentOnline VideoAnalytics and Measurementand more. 

Justin Small | Digital Marketing Specialist | AVID Design

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06
May 2015

AVID Design Attends Annual NACCDO/PAN Conference

AVID Design is thrilled to be participating in this year’s annual NACCDO/PAN Conference (National Association of Cancer Center Development Officers / Public Affairs Network), taking place May 5 – May 8, 2015, and hosted by the Yale Cancer Center at Yale University.

Throughout the week, AVID will be engaged in discussions with other creative and likeminded marketing, public affairs and development professionals. We’re excited at the opportunity to meet with and network amongst industry experts from around the country to constructively exchange ideas on a wide variety of topics. Some of these topics include industry best practices, innovative marketing strategies and methods, and creative, real-world solutions to the industry’s common pain points.

The event will feature seminar speakers during the course of the week who are also top-tier professionals from across a multitude of disciplines, such as media relations and marketers from some of the largest and most successful hospital systems, individual media relations and marketing firms, philanthropists and health writers from prominent publications.

AVID Design developed the NACCDO/PAN mobile app, available to download for Android and iPhone users. The app includes the conference’s agenda along with descriptions of the events and a short bio of each guest speaker. The app also offers a survey for you to provide feedback on each event to help improve the experience for next year.

AVID will be covering the event on Facebook, Twitter (@AVIDDesign) and LinkedIn using the official hashtag, #NACCDOPAN. Be on the lookout for some very interesting, informative and entertaining updates!

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including Content Management Systems, SharePointWeb DesignSEO and PPC, Content Development and AssessmentOnline VideoAnalytics and Measurementand more. 

Justin Small | Digital Marketing Specialist | AVID Design

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15
Oct 2014

Google My Business: How We’re Bringing Healthcare Back into Google’s Game

I moved closer to work at the beginning of last month, and needed to make an appointment with a new eye doctor. As AVID’s unofficial Google guru, of course the first thing I did was hit the search engines.

Even as someone who understands that there are more qualifications to look for in an ophthalmologist than “eye doctor in Norcross”, I (like many patients) was in a rush. I made an appointment with the first highly rated practice on the list, but on the day of my appointment, I showed up to an empty building.

I googled the practice again, called the number listed, but didn’t get an answer. A little angry for having wasted my time, I drove back to the office when the practice manager called my cell. The information on Google’s listing was incorrect, she explained. Would I like to reschedule? I decided that no, I would not like to reschedule. I ended up driving back across town to visit my old doctor instead.

This exact situation is happening to many hospitals, healthcare systems and physician practices across the country—sometimes totally unnoticed by the practice managers or marketing departments. As someone who works closely with Google, I totally understood that my potential ophthalmologist’s office had nothing to do with the incorrect listing. However, subconsciously the inconvenience was what determined my physician choice. This error caused the practice to lose a patient. How many others, I wondered, do they lose in a day? A month? A year?

Go Ahead, Check Yourself Out

Coincidentally enough, we have numerous clients using our digital strategy services at AVID Design for this exact issue. For a range of academic medical centers, hospitals and physician practices, we have embarked on an adventure to correct all of their Google listings. And that has been no easy feat — Google My Business is a two-headed beast!

  • Google My Business is not optional – How will your patients find you if not through Google? Your patients are most undoubtedly searching for you, and results are popping up. Managing those results is unquestionably important.
  • Google My Business is Not for the Faint of Heart – Representatives at Google have been very open that the Business platform was designed for just that—traditional retail businesses. The issues we experience with GMB are unique to healthcare, which is an unfamiliar area to the Google team. We are tackling that beast at AVID Design!

Keep in mind: Google My Business is still a new approach – with kinks and missing functionality that will all improve with time, but it is complicated by Google’s tendency is to shy away from healthcare endeavors. Defining a strategic approach to healthcare locations is beyond perplexing — and one that is tough to tackle alone.

The best way to figure out where you stand on Google’s radar is to search for your organization – down as many paths as possible. Search for your hospital name, your brand name, your physician names, practice names and so on. If you find pages for your organization, you should claim them as your own—especially if the information is incorrect.

What We’ve Learned

During our Google My Business initiation by fire over time, the most important lesson learned is that while this technology may still be emerging and imperfect, it has a very real, instant impact on healthcare organizations due to poor user experiences. Taking action sooner than later is always a good idea, but keep in mind that as with any other new online tool or functionality, flexibility is critical. The process may change direction quickly and is definitely a moving target! Be open to evolving your strategy, updating your goals and managing expectations.

Need help determining if you’ve got a Google beast on your hands? Give us a call and we can check out your page standings and see what information is being shared with your current or prospective patients. 

 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Whitney Stuart | Web Content Manager | AVID Design

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16
May 2014

A Neuropsychological-Approved Approach to Healthcare Marketing

Full confession: Sometimes I forget I’m not actually a physician-scientist. After years of writing healthcare content, my passing interest in medical research has evolved into a full-blown commitment to reading every article I come across. If Google handed out degrees, I’d have a pretend PhD in neuropsychology alone.

Emotions are some of the strongest forces we as humans can produce, yet because of the scientific nature of medicine there are very few emotions involved in medical research. That’s why I love neuropsychology; a field which explains the biological function of the brain as it relates to our behavior. Neuropsychologists combine the sterile, scientific side of the brain’s processes and translate them into the animated, human world of psychology and behavior.

I’ve been very focused on neurosciences lately as AVID just launched a new website for GRHealth and incorporated many sub-sites, including the Neuroscience Center of Excellence. But, also, I just read about a team of neuropsychologists from the University of Freiburg in Germany that recently released a study which found that patients with clinical depression perceived colors to be duller than patients without depression perceived them. The study concluded that patients diagnosed with depression quite literally live in a less vibrant world. What an incredible breakthrough in understanding the extent of the disease!

Physicians understand that in order to effectively treat a patient, we must understand their condition as fully as possible. As a healthcare marketer only pretending to be a trained specialist, I understand that before reaching our target audience, we must also fully understand their needs. 

Translating Your Voice

Before our content team writes the first word, we ensure we fully understand the organization’s voice and understand their priorities through interviews with physicians and subject matter experts. Each of our clients has a unique approach to delivering care, and we believe that differentiating factors and key messages should resonate on each page of content we write.

However, it is equally important to ensure that content reaches audiences in ways they can understand. Have you assessed your content from a more behavior oriented perspective? It is important to not only write content that conveys your key messages to visitors, but delivers information that addresses the behavior behind their visit to your site.

All Page Visits Are Not Created Equal

Most healthcare marketers understand that a visit to a page about volunteering has completely different intentions than a visit to a pediatric cardiology page. But what are those intentions?

At AVID Design, we bring the neuropsychology approach to content: We combine powerful, statistically- based analytics with unparalleled expertise in healthcare marketing for a very strategic approach to targeted and specialized content.

If your content isn’t having the desired effect on your target audiences, give us a call. It may be that a small change in approach will help your visitors see your site in much more vibrant colors.

 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Whitney Stuart | Web Content Manager | AVID Design

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21
Mar 2014

What’s on the Menu?

If you’re anything like me, you like a good cup of coffee – mine is decaf from Starbucks (people think my energy comes from caffeine, but it’s really from my roots in NYC!). I have my very own season favorites from Peppermint Mocha in the winter, Caramel Macchiato in the spring, and Iced Mocha Chip Frappuccino in the summer.  No, I am not a spokesperson for Starbucks, but the reason I bring this up is because I recently read an article that the famous coffee house will soon add alcoholic beverages to their menu.  Apparently they want to boost their revenue and have decided to expand beyond their traditional coffee & desert offerings, but hopefully they made this decision based on customer feedback.  This got me thinking. So what does all this have to do with AVID Design? Because we consider our clients partners, we listen to issues, develop solutions and revise menus based on needs and feedback.

So for all our partners & partners to be out there, are you ready to change your menu?  Of course, your patients & their families are interested in finding out what your cafeteria is serving for breakfast, lunch and dinner, but I am not talking about that menu!  I am talking about your navigation menu. 

Hospitals may all have a primary goal in mind – to provide expert care and improved outcomes for their patients.  While this goal may be universal across healthcare organizations, how to get patients and prospective patients interested and engaged happens in very different ways.  Making it easy and convenient for your web audiences to navigate through information and services, finding what they are looking for, is most important – and smart navigation is a perfect route for improved user experiences. We all know that in order to increase conversions, we must be aware of what each audience wants to see and how they want to see it. There are many intelligent and innovative ways to create these positive online experiences with effective usability.   

At AVID Design we see opportunities for innovation for every stage and facet of the web development process.  We provide web based tools that will allow your organization to maximize efficiencies for varied audiences who utilize your websites.  We do this by ensuring that navigation is intuitive and integrated functionality is simple and uncomplicated to use. 

Are you ready to expand your menu?  Give us a call; we would love to hear what’s on your plate! 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Stephanie Imberman | Account Executive | AVID Design

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