In times of need and tragedy, when everyone is feeling helpless, the desire to provide service of any kind is overwhelming. And not so surprisingly, that is where Facebook can come into play. When catastrophes like the Oklahoma tornado occur, there are stories of hope and good will that emerge – stories that will touch and break your heart, restoring your faith in humanity. Social media has become a key player in these stories…
Think seniors aren’t on Facebook? You could be thinking wrong, very wrong, and it could cost you and your healthcare marketing budget. According to Forbes.com, those 65 years and older are changing: they are living longer, are more active, and becoming increasing literate online. In healthcare marketing, where seniors are a very large demographic for many of our clients, it’s important not to forget how important they are to the overall bottom line.
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I didn’t necessarily want to write about this ‘epic’ failure, simply because if you are online and you haven’t heard about it, you’ve probably been living under a rock. Amy’s Baking Company Bakery Boutique & Bistro, located right here in Scottsdale, Arizona, has been all over not only local news, but also national news as well with their Facebook fiasco. Being that we are in healthcare marketing, and from the same city where this debacle took place, I had to post something.
Amy’s Baking Company Bakery Boutique & Bistro
Right here in downtown Scottsdale is Amy’s Baking Company Bakery Boutique & Bistro, a small bakery/boutique that, until recently, was fairly unknown unless you had visited their location. However, that all took a turn for the worse when Amy’s Baking Company was offered the spotlight on Gordon Ramsey’s Kitchen Nightmares. Whether you are a fan of the show or not, the drama exploded and Chef Ramsey refused to work with Amy and Samy, and the show ended in high entertainment fashion.
Creating an entire content marketing campaign is more than just posting a blog and sharing that blog on Facebook and Twitter – it’s about focusing all of your creative, advertising and healthcare marketing attention onto one topic and making that one brand message, that one discussion, go viral. For the purpose of this article, let’s focus on a content marketing campaign that we have launched for Skin Cancer Awareness Month with a very special client Family Practice Specialists.
Business-2-business marketing is an important aspect of many healthcare marketing campaigns, with the ultimate end goal being strong lead generation among a targeted audience. There are still many in the healthcare marketing field that avoid social media like the plague, foolishly believing that B2B marketing cannot be successfully achieved on social media. When, in fact, social media is the perfect and most effective place to start.
The days of one-way, one-sided promotional brand messaging are over. In reality, they’ve been over for some time now in the opinions of many expert Quaintise healthcare marketers. With the remarkable and various brand messaging channels available today providing multiple consumer interactions, if you are still adhering to a one-sided conversation you have already fallen light-years behind. Let’s take a look at where your healthcare marketing campaigns should be in 2013.
Conversational Healthcare Marketing
Despite the fact that social media has been practically overly-publicized, many physicians and healthcare providers continue to ignore the obvious. Whether it’s fear of the unknown, an unwillingness to progress with the ebbs and flows of healthcare marketing, or downright stubbornness, conversational marketing is here and many in the healthcare industry are choosing to ignore it.
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I’ll share a Quaintise secret with you – nearly 80% of all new client Facebook Likes comes from mobile devices. This should be no surprise to other healthcare marketing agencies, seeing that by the fourth quarter of last year, mobile generated 23 percent of Facebook’s advertising revenue, up from 14 percent in the third quarter, and at the end of last year had over 600 million active mobile users. Facebook and mobile goes hand-in-hand, and you need to know how to develop a physician Facebook Page that can compete in the mobile world.
Healthcare marketing is an obstacle course, a long one. It’s a marathon with wind sprints and math equations. Healthcare marketing is integrative and inherent, risky and calculated, and unless you can devote 24 hours a day, 7 days a week to promoting your brand across multiple platforms, you best leave it to the experts at Quaintise.
I LOVE Facebook’s Graph Search! Facebook has made, and is making, plenty of changes that physicians and healthcare marketers should be excited about – from improved ad targeting to greater engagement options, to the infamous Graph Search. Facebook’s new functionality allows for anyone, with the newly rolled out feature, to search not only their own Friends for similar interests, but allows Page owners to search Fans for specific demographic aspects which can be used to improve posts and advertising. Let me explain…
As a medical professional, whether a family physician, an OB GYN, a specialist or somewhere in-between, you understand the importance of social media and the significance of generating conversations and engagement with your brand. You are keenly aware that other physicians have jumped on the bandwagon, but have not fully executed Facebook strategy to it’s fullest potential. And you are left wondering, ‘what can I do to take full advantage of Facebook healthcare marketing strategies?’ Let the social media professionals at Quaintise offer a few tips from quite a few years of experience.
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