In healthcare marketing we often talk about building your business brand, building trust between your brand and your audience, and cultivating relationships through all forms of media. In 2013, the next generation of brand building will be in real-time; a quick-paced facet of marketing, and incredibly personal. Sure, when a Fan has a question or concern on Twitter it’s wonderful to have a quick response and follow up with some reputation management, but in 2013 you will have to do a great deal more to get the audience to pay attention.

Real-Time Relationship Building

In 2012, real-time relationship building meant connecting with your brand’s audience on their level; on social media outlets such as Twitter, Pinterest, Facebook, even Google Plus, Google Local and Yelp. In healthcare marketing, it meant answering medical questions by not only following HIPAA regulations, but by providing as much relevant information as possible.

 
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With so many changes coming to the healthcare industry over the course of the next few years, it’s natural to feel anxious about what the future holds for your medical practice. But the professionals at Quaintise wanted to offer some support and encouragement this holiday season; 2013 is going to be an amazing year! Find yourself a healthcare marketing agency in Los Angeles that can take your brand by the reigns and propel you into 2013 with rocket boosters! Head into 2013 with the confidence that Quaintise has your back.

Setting Goals for 2013

As we’ve mentioned in previous posts, there is no better time than this very moment to start a brand audit. With a brand audit, Quaintise will take a look at many aspects of your campaigns over the past year. By taking an in-depth look at these campaigns, and your brand as a whole, we can determine the most effective, achievable, and revenue-generating goals for your healthcare brand and medical organization in 2013.

 
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Content marketing is, and realistically always has been, a dominating force behind SEO (search engine marketing). The phrase ‘Content is King’ truly holds water for Google, Yahoo and Bing, and every physician or specialists in the healthcare market should be taking full advantage of every benefit that content marketing has to offer. However, in order to do that on your own (should you choose not to use a healthcare marketing firm), you’ll need to understand some basic strategy aspects.

Basic Content Strategies

Below are some baseline aspects to content marketing that need to be comprehended and executed accordingly:

 
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Analytics are an aspect of healthcare marketing and SEO that cannot be ignored; to do so would be akin to running through a corn maze with a blindfold on. You know your ultimate goal is to get to the end of the maze, but you have no idea how to get there. Marketing agencies in Los Angeles and Scottsdale often tote their marketing practices, but tend to place analytics on the back burner until that end of the month report, when, in reality, it should be at the forefront of your operation.

How Well Did That Marketing Campaign Perform?

Healthcare marketing agencies need to ask themselves one key question when completing any marketing campaign, and it’s not the question posed above. Sure, you absolutely need to know how the campaigned performed, if the brand message was conveyed appropriately, if traffic on the site increased, etc. But the real question you need to be asking your marketing staff is “How did that campaign really go? Did the client see a Return on their Investment?”

 
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Facebook users are 24% more likely to view a brand positively if recommended or ‘Shared’ by a friend than users who hadn’t seen a recommendation but saw a News Feed update directly from the brand itself. Plainly speaking, if your friends Share, Like, Comment or Recommend a brand, product or service on a social network, you, as the consumer, are 24% more likely to take interest in a positive way. Many in healthcare marketing are taking notice of these statistics, released by Nielsen, and restructuring their marketing strategies to utilize the all-powerful Share.

Advertising Disguised as Sponsored Stories

There is no doubt in the world of SEO tht content is king. That phrase has been a staple for many years, and with Google’s Panda and Penguin updates, that phrase rings more true now then ever before. What’s astonishing is how many purposes unique, well-written content can serve; from SEO to brand growth to education to the possibility of going ‘Viral.’
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YouTube has come a long way since it’s inception just seven years ago. Since that time, it’s become a hub for amateur video, professional video, musicians, educators, physicians, and much, much more. In terms of advertising, however, YouTube has struggled to meet the needs of potential advertisers. Healthcare marketing clients would consistently run the high risk of producing advertising content for pages with amateur videos, perhaps unpredictable and brand-tarnishing amateur videos.

But, all that has changed with YouTube’s recent makeover. And with the integration of YouTube Channels, where content is professionally created, predictable, targeted to a specific audience, brands can feel safe purchasing advertising space.

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In writing our previous piece of content regarding Apple’s recent court battle with Samsung, I ended the blog with this line; Apple has branded itself so incredibly well with regards to tablets that it is inherent in our minds to automatically look for iPads when talking about tablets, and it really got me thinking. I’m not one for conspiracy theories, however when you dive head first into behavioral marketing and branding, it’s easy to get sucked into the power behind brand marketing.
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In business, whether it’s in the hotel industry or medical industry, there’s traditional marketing in Scottsdale with print, online, tv and radio, and then there’s the kind of handshake, face-to face, look-in-the-eye marketing that only a business owner can do. As a healthcare provider or small business owner, some of your greatest moments will be when you can look a big shark in the eye and close the deal. So, we’re veering a bit from our normal, integrated marketing discussions for today to offer up some tips on how to land that big deal.

 
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While we’re on the subject of taking risks with your brand, let’s dive a little bit deeper into why you would take a great marketing risk. Why would you put it all on the line? What steps would you have to take to ensure that the risk is well calculated? Some of the greatest marketing campaigns ever implemented were huge risks for companies, and yet when they pay off they pay off huge! Take it from a Scottsdale marketing firm that has been in this business for many years, sometimes it’s imperative that you take the leap.

 
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As a small business owner, the CEO of a Fortune 500 company, or a medical professional in charge of multiple offices, how great of a marketing risk are you willing to take? Think about that question for a moment. Could you risk losing income to stand by a message that you believe in? As a prominent Scottsdale advertising firm, we are often approached with this question by clients. How far would you go?

 
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