If you want to build a remarkable brand presence online in 2013, you’ll need to refocus some of your healthcare marketing efforts towards content. Content comes in many forms, and in marketing it an mean a branded photo, a Facebook update, a Tweet, a blog, an article, a banner ad, or a press release. All forms of content marketing will need to be utilized in 2013 in order to cultivate a strong brand presence.

You no doubt have many questions regarding healthcare marketing with content, and that’s why we’re here! Start 2013 with a bang; check out the tips below.

 
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For a healthcare marketing firm, whether you’re in LA or Scottsdale, one of your ultimate goals is to improve the patient experience through social media, print materials, video and more. By improving the patient experience with your client’s brand, you can turn patients into fans and brand advocates. However, with the implementation of Obamacare’s ‘pay-for-performance’ measure, increasing a positive patient experience is no longer simply an aspect of healthcare marketing and advertising, it’s an aspect of financial necessity.

Pay-for-Performance and Healthcare Marketing

EASYreferrals.com points out how tricky the idea of pay-for-performance can become in an industry where “patient satisfaction greatly depends on patient health, diagnosis and medical outcomes, and is not always contingent on how friendly the staff was.

 
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Before the shipwreck of Costa Concordia, Carnival Corp was seeing huge strides in overall sales and Wall Street numbers. Everything was looking up. Today, shares of Carnival have dropped significantly, according to Forbes.com. PRWeek estimates that Carnival will lose more than $90 million in earnings in 2012 due to this event. Here’s what we would have done:

 
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A huge part of public relations and brand marketing is reputation management. IN small terms, that means monitoring social networks, news feeds and blogs for any possible disgruntled consumer or unhappy fan. In big money terms, this means taking a disaster that is truly unimaginable, such as the Costa Concordia shipwreck, from becoming a brand destroying, company crushing event…no small feat.

Brand Risk Taking

Every brand takes risks, but hopefully these risks are calculated and are strategically taken in order to increase brand equity. The Costa Concordia, owned by Carnival Corp, took one huge risk in the name of increasing brand awareness that ultimately has tarnished the brand forever.

 
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Where you advertise says a lot about your brand message. Remember when millions of dollars in advertising was pulled from spots on Glen Beck’s Fox show? Creating a successful marketing campaign is more than just building a brand, creating some advertisements that target your audience. It’s not just about placing those ads in the magazines that your audience reads and the tv shows they watch. Success brand marketing is also about maintaining a consistency in advertising when you choose which tv shows to buy ad space on, and how you respond when it doesn’t go your way.

Lowe’s and TLC’s “All-American Muslim”

Recently, Lowe’s Home Improvement Warehouse ran an ad campaign on TLC’s new reality show “All-American Muslim.” The show, which premiered last month, followed the lives of five Muslim families from a Detroit suburb. As part of the advertising contract with TLC, Lowe’s commercials ran during this new show.
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Public opinion; it’s all that matters in this industry. Public opinion can be a stronger force than any lawsuit, any criminal allegation, and any investigation. Once the media gets a hold of a public challenge to a brand’s reputation, whether it’s because of a lawsuit, investigation or recall, the public becomes the ultimate judge. And once this happens, ideally before this happens, your public relations team must step up with some crisis communication and control.

Reputation

Your brand’s identity and reputation are vital elements of increasing brand awareness and equity. If the public cannot trust your brand, does not feel connected to the experience, you will have trouble growing and thriving. Reputation is everything. In today’s environment where increased transparency and access to information online is abundant, a brand’s reputation can be evaluated and verified by just about anyone.
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When it comes to monitoring your brand, there’s a lot to take in. From social media outlets such as Facebook, Twitter, LinkedIn, to blogs, news publications, video sites and comment forums, monitoring your brand can be incredibly overwhelming. While a Phoenix public relations firm can take care of brand monitoring for you, it’s best to know what they’ll be looking out for and how you can help.

PR and Brand Monitoring

A PR professional, as one time not too long ago, was responsible for your brand image. This huge responsibility was maintained through the relationships that PR professionals have with news outlets, business leaders and other brands. If there was a disruption to the public image of a brand, the PR pro would swoop in, make some phone calls, shoot out some press releases, and fix the miscommunication, repairing the brand. While that is still a huge part of PR, repairing inaccurate perspectives regarding your business brand reaches far greater than just TV and print.

 
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Any business, whether it’s big or small, can gain a lot from just a little press coverage. As the old saying goes, no press is bad press, and while that’s true in most cases, it’s always better to have the press on your side when building your brand. Developing and cultivating relationships can take time, yet can lead to big things in terms of press coverage. Scottsdale public relations firms who have already established relationships with the press are a great place to seek help in media coverage management.

Developing Relationships with the Press

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If you haven’t heard of HARO.com (Help a Reporter Out), it’s a superb resource for connecting journalists with expert sources. The site began nearly on accident, as many of these social resources do, by a former PR guru who had connections to everyone. By creating this site, he created one of the most popular, highly respected assets for journalists, and in the end sold it to a pretty hefty sum, or so they say. How did he do it?

His story is not so much about how he developed HARO.com, or even how he grew it over time, it’s how he sold it. While many business owners spend time building their business with the sole purpose of selling it and moving onto the next, the owner of HARO.com started it for the sole purpose of helping others. He didn’t go after advertisers, they came after him. He didn’t go after journalists or the expert sources, they flocked to his website. HARO.com was, and still is, one of those ideas that really needs very little work; most of the advertising was simply through word of mouth.

 
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Any Scottsdale public relations professional will gladly point out how useful social media has become, but when you ask them to explain their social media PR techniques and strategies, they’ll tell you ‘it’s a trade secret.’ Unfortunately, for business owners and medical professionals trying to break into the world of marketing and PR, that’s the last thing that you want to hear. So, today we’ve broken it down to 5 easy steps that you should be following in order to create a buzz, as they say, with PR in social media.

1. Think ReTweets, Likes and Shares – As far as Twitter goes, ReTweets are like money in the bank. The same goes for Likes and Shares on Facebook. As we’ve mentioned in a few of our social media articles, if you can create a press release headline that is “tweetable” and “likable,” your audience will truly do promotion work for you.
 

2. Connect With the Top Dogs – Social media is all about influence. Whether you’re a Scottsdale public relations firm or a New York PR guru, if you don’t have influence on Twitter and Facebook, you don’t have much of a say how your press release is going to be syndicated by the masses. Connect with those social media individuals who have a grasp of your industry, or a large hold over media in general. Share information with them, create conversations, and hopefully become friends. Sometimes all it takes is one Tweet or Like from a user with a strong social media presence to boost your press release into the stratosphere.
 
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