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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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22
Nov 2013

5 Things I Learned at CHPRMS

This week, Tom and I attended the Carolinas Healthcare Public Relations & Marketing Society Conference in beautiful Asheville, NC. As a native New Yorker accustomed to the city and fast-paced business environments, it’s nice to visit the mountains and breathe fresh air! This year, the conference was held at the Grove Park Inn, which was truly lovely. I never wanted to leave.

The setting for 2013 CHPRMS conference

The Mountains of Asheville provided a beautiful backdrop for conference (image credit: CHPRMS)

 

The conference provided a fresh perspective on healthcare marketing. There were productive conversations throughout, but here are my five favorite takeaways from the CHPRMS conference:

1-      Techfast: The Breakfast of Marketing Champions– This was a great way to kick off the day, as well as learn how to experience the world of smartphone multitasking. Along with my oatmeal, apps are now a part of my morning routine. If you aren’t familiar with these apps, I highly recommend them:

  • Feedly
  • Flip Board
  • Expensify
  • Keyring
  • If this and that (IFTTT)

2-      Be in the Now – Curiosity may have killed the cat, but without embracing fear and adapting to change, we lose chances at success. The healthcare industry is fortunate to be a constant source of innovation. With healthcare marketing, we must be curious and encourage new ideas. When an opportunity comes up to market your organization, rather than say “yes, but…” think in terms of “yes, and…”. What can you add?

3-      Timing is (almost) everything – What time of year is the best time to launch a new website? Which day is best to put out press releases? Should you tweet in the morning or afternoon? Be sure your efforts are seen and heard by the people who need to hear it most. Ask a marketing expert when is the best time to launch your campaigns for a higher chance at visibility?

4-      Non-conventional physician engagement – Yes, patients are more likely to visit a physician whom they have engaged with online. However as healthcare marketers, we understand the challenges of encouraging physicians to participate in marketing efforts.

Acclimate your physicians to a strong online presence by finding a non-conventional way to attract physicians and patients. Things like an “ask a doc” live-tweet session, healthy tips feed, or even an introductory video on your website are all great first steps to online engagement.

5-      Keep Your Eyes on the Prize – Whether you are part of the clinical or supporting staff of a healthcare organization, it’s important to remember the goal: the health of your patients! Whenever you begin a campaign or find an obstacle in the project, remind yourself that changing the lives of your patients should be your ultimate goal. 

 

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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30
Jun 2011

Happy Social Media Day! Yes, For Hospitals Too!

Today is Social Media Day. It is the celebratory day of “technological advancements that enable everyone to connect with real-time information, communicate from miles apart and have their voices be heard,” according to a post on Mashable’s Website.

Happy Social Media Day! Hospitals need to embrace social media too!

Social Media Day, created in 2010 by Mashable—the popular news source for all things digital, social and technological—is a global event where folks can meet up in their community to connect and socialize.

There are numerous events and meetups going on all day today!

Are you attending any social media meetups in your community? We want to know!

Hospitals and Social Media

While on the topic of social media (on such a festive day), did you know that hospitals can and should engage in this (social) media revolution?

Social media provides a lot of opportunities for hospitals, such as:

• Lower costs

• Higher visibility

• Greater communications

• Internal brand awareness

• Patient/visitor perceptions through monitoring

If you don’t have social media for you hospital, maybe it’s time to rethink that and integrate a strategy into your marketing plan. After garnering mad popularity (and not only with the kids–with businesses too) and having its “own” day, I would say that social media is here to stay, and that it’s definitely worth having for your hospital.

AVID Design can help you develop an effective hospital social media strategy that maximizes your hospital Website’s goals and integrates seamlessly into your marketing plan. Contact us today to find out more.


Lisa M. Rickard | Web Content Specialist/Writer/Editor | AVID Design

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18
Nov 2010

How to Get Your Hospital More Retweets

So you finally have a social media strategy nicely integrated into your hospital Website’s strategic marketing plan, where it will:

a.) Expand your hospital’s network

b.) Increase your hospital’s brand awareness

c.) Build relationships within your hospital and throughout your community

Tweet, retweet, twitter

Tweet, tweet. How to get your hospital more retweets.

You know the ins and outs of Facebook and YouTube, the mechanics of blogging and how to post and share stories on Digg and Delicious, but you’re having some difficulty with Twitter—mainly, connecting with your followers and not ignoring them.

Here are a few quick tips on getting more retweets for your hospital:

Send a direct message when someone begins following your hospital. A simple ‘thank you for following us’ will do. People like this kind of direct interaction because it makes them feel special that you took out some time to say something, then they are more apt to interact with you.

Follow new followers back because you probably have something in common with them, whether it be a staff member that works at your hospital or a non-profit health organization such as the American Red Cross.

Respond to tweets if someone asks a question or posts something of interest to or about your hospital. Let people know you are hearing them.

Use hashtags frequently, but only if relevant to your tweet content.  We use #hcmktg and #hcsm quite often.

Tweet more than once a day with hospital news, upcoming health fairs or events or a new blog post by your hospital’s CEO. There are tons of things going on daily at your hospital, so there surely is something to tweet about.

Retweet followers tweets…simple as that. If you want your tweets retweeted, then retweet some tweets of your followers.

AVID Design can help your hospital form a solid social media strategy to address your Website’s goals and needs. Contact us today to learn more about integrating a social media strategy into your hospital’s marketing plan.


Lisa M. Federico | Content Specialist | AVID Design

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