
Our four-part series on the three functions of video in an online marketing campaign is about to feature a bonus function: all three.
If you can accomplish a video that does all three of these things, your campaign is likely to take off and you will for sure see increased web traffic and more attention from the community. Your magic video will need to accomplish the following in order to be successful:
This “attractive quality” is usually humor, which poses a problem for many medical practices that want to appear serious and instill trust in their potential client base. Even though the right creative mindset can accomplish anything, many simply choose to release multiple videos that fit each of the three functions in their own way rather than put all of their resources into one video. The impact may not be as notable, but videos will still have fantastic health care internet marketing results for your practice.
Read more: Three Ways Video Can Help Your Medical Practice: Part 3 – SEO
Three Ways Video Can Help Your Medical Practice: Part 2 – Links
Three Ways Video Can Help Your Medical Practice: Part 1 – Branding
Marketing for doctors has moved into the twenty-first century – and a video marketing campaign is a great way to build up your efforts and increase traffic to your site. Let’s examine the third function of video.
Video Function #3: Your SEO campaign
As far as your search engine optimization campaign is concerned, the main goal of a video is to increase search engine rankings results and boost web traffic. Releasing a well-made video featuring your practice can be a great way to boost your SEO campaign and bring your site up in the search engines.
This is mostly accomplished through sharing and backlinks. A tip from the pros is to host the video yourself rather than using YouTube or Vimeo – this means that you can program it so that it can’t be embedded in any other website or social media profile. This encourages people to link to the actual URL on your website where the video is featured. Be sure to build up and perfect the content and links on that page, and once your star video is uploaded you can put the word out with your marketing campaign. This tip will also help you get rich snippets in Google search engine results.
Read more: Three Ways Video Can Help Your Medical Practice: Part 2 – Links
Three Ways Video Can Help Your Medical Practice: Part 1 – Branding
Video can be an enormous help for your medical website design and marketing efforts. Let’s continue by looking at the other two main functions of video in a medical marketing campaign.
Video Function #2: Links to your site
Imagine an easy way to get other people to link to your website and talk about your medical practice. A video – if posted, hosted, and embedded the right way – can bring a huge amount of traffic to your webpage as well as help you place links to your practice’s website all over the internet.
In sharing a video, users will either A) embed the video in another page or on a social media profile or B) share the URL of the page that the actual video is on (e.g. www.youtube.com/mypracticesvideo). Though people embedding your videos can be helpful too, when they take the second approach your practice is afforded an easy way to share links to its website. By adding a keyword anchor text link or a live URL to your website on the page, you’ll pass links to your site all over the place. These links can also serve to help out your SEO campaign by passing the link juice on to your website.
You’ll need to create a video that people will want to link to, just like a video for branding purposes. A great way to get started is with an informative video that explains some concept that can be related to your company – for example, Google’s videos featuring interviews with SEO expert Matt Cutts answering questions from users.
Read more: Three Ways Video Can Help Your Medical Practice: Part 1 – Branding
In the world of online marketing, videos are far more versatile and beneficial than most doctors would think. Adding a video to your website (and doctor SEO campaign) is more than just a frill – it’s a way to increase traffic to your website and attract new patients to your practice.
There are a number of different functions of video in your marketing campaign. In this four-part series, we’ll focus on the three main approaches as they relate to your doctor marketing
tactics.
Video Function #1: Brand recognition
Branding isn’t just for corporations and companies offering a product – just like any other company, your practice or hospital is offering a service and should be branded as such. Think beyond cheesy slogans and jingles and consider how helpful video can be in encouraging recognition of your practice.
Branding your medical practice is about creating an image of your services in your client’s minds and encouraging them to think of you first when they need medical care. Even a simple “welcome” message in video format will stick with your potential patients longer than images or text on your site – and imagine the benefit that a virtual tour of your office guided by your friendly staff can have. Take the opportunity to show off what’s great about your practice.
Got a LinkedIn account? The wealth of personal information on your profile might put you and your company at risk of being hacked.
In two recent attacks on Gmail and RSA, the hackers both used sneaky techniques and gathered information to send out what appeared to be trustworthy emails from co-workers. While it’s unknown where the hackers got their information, social media websites (particularly LinkedIn) are suspected as a potential source.
The average LinkedIn profile contains a large amount of personal information that could be used against you, including where you work and links to your colleagues’ profiles. In a recent case study reported on CNN.com, an online security consultant reported how he infiltrated a high-profile company’s private LinkedIn circle in a matter of days.
By creating a fake LinkedIn profile pretending to be a company employee, the consultant (Ryan O’Horo of IOActive) was able to send out 300 connection requests to company employees and received over 60 connections. His profile, loaded with realistic-sounding details (like his position and history), made him seem enough like an actual employee that many simply didn’t question whose request they were accepting. He then requested access to a private group, and his request was granted without the moderators confirming that he was an actual employee. From there, he posted a link on the group’s wall and got 87 hits within two days.
One employee figured out at that point that he was a fake, but the results of this case study are somewhat startling. While social media is a fantastic was to grow your business – and LinkedIn continues to be an invaluable tool for corporate networking – it’s important to know who you’re connecting with and who you’re letting into your work circle.
For more information on medical social media marketing and medical web design, visit us online.
For doctors trying to reach their patients online, using Google+ can provide surprising marketing benefits that help them be more “findable” on the web. Consider that 44 percent of all Internet users search online to find information about health professionals, and suddenly the importance for doctors of having a good online presence should be more clear.
In this article I’ll discuss three reasons why I think that, if you participate in Google+, the newest social network, you can improve the chances your name will come up when prospective patients search for something you’ve written about. If you’re not a doctor but you do know that many prospective clients use the web as a way to find you and your competitors (click here to learn more about medical web design and SEO), this article will also be relevant to you.
1. Rise in the Rankings
First, participating in Google+ gives doctors an advantage because content you share on Google+ has an “edge” against other stories. That’s right–Google (the search engine) likes stories that’ve gotten shared or +1’d on Google+ better.
For example, if a doctor writes a post about back pain and shares it via Google+, Google will favor this post in search results for topics related to back pain over comparable results not linked to a Google+ user. That’s important–because the higher up your content appears in search results, the more likely it is someone will visit your site.
2. Amplify Your Web Activity
Second, benefits of participating in Google+ grow as your network grows. Fellow blogger and search marketing expert Brian Whalley elaborates on what this means:
“[As you build up] a large following on Google+, content you’ve shared with your followers will also show up in those followers’ relevant Google.com searches, keeping your business top of mind and increasing its visibility among existing followers across multiple channels.”
3. Stand Out From the Crowd
Third, Google+ helps you stand out in search results because of the social data (such as your headshot, a link to your Google+ profile, and/or the number of people who have +1’d your article) included along with your content as another perk of participating. Social data will make people trust your content and make a searcher more likely to click it.
You might’ve read recent articles pooh-pooh’ing Google+ because there “isn’t a lot to do on it” or because people spend (waste?) less time on it than on its competitors.
But the truth is, these articles miss the point: which is that when you use Google+, you enhance your visibility every time someone searches on Google.com. Who cares if your patients don’t use Google+? They definitely use Google–and that’s where the results of your engagement on Google+ will show up.
Establishing yourself as a trusted medical expert is only going to become more important over time. The cost of care is rising and patients even today often don’t view distance as a deal breaker if it means better treatment at lower cost. Where will patients head to find the best care out there?
More than likely, to the Web.
Katie Matlack is the Medical Market Analyst at Software Advice. She writes about healthcare marketing and health IT, including electronic health records. For a 5-step guide to getting started on Google+ today, plus a more in-depth discussion of the perks of Google+ and more resources to help you get started, please visit the original article on the Software Advice blog.
You want irony? Try this: the Kaiser Family Foundation reports that we women are the ones make the health care choices for the kids in 8 out of 10 families. Yet women are far and away the minority gender in the world of health IT leaders. Health IT is one of the most important segments of health care, during a time of great change. If women are the ones who’ll be where the rubber hits the road when it comes to the future of health, why aren’t more of us, more involved, in determining what that future of health looks like?
While this is by no means the definitive list, I’ve done some research on the women who ARE making their mark in HIT. I list five to know below. They’ve been included both for their individual accomplishments and for the attention I think that’s due in the areas of health IT where they’re active.
Regina Holliday – The Patient Advocate
Regina uses art to lobby for attention to be paid to patients; she became a patient advocate after witnessing her late husband’s struggle to receive appropriate care for kidney cancer. She paints at big-time medical conventions, reminding attendees that Meaningful Use (MU) requirements of new electronic medical records programs–oft discussed today in the context of government payouts–were created with the intent to improve patient care and save lives. And she reminds us that electronic health records (EHRs) should be clear and transparent. Why does an artist get top billing in a piece on information technology? Because her point–the that the goal of the technology is to make it easier for people to be and stay well–is, well, pretty important.
Judith Faulkner – The Veteran
More than three decades ago Judith Faulkner started a small company, Epic, that has today grown into the provider of the EHR software for most of the largest hospitals in the US. Epic is also the system used by Kaiser Permanente, the biggest care provider in the country that’s not an arm of the government. And it’s in the running to be the solution used by the Veteran’s Administration (VA). Given that Faulkner is staunchly against an effort to have all EHRs move towards becoming interoperable with one another, this last fact has some folks mighty alarmed. Faulkner is still involved in any major company decision and drives the company’s unique corporate culture, and she’s got a seat on President Obama’s Health IT Policy Committee that’ll be making recommendations on “development and adoption of a nationwide health information infrastructure, including standards for the exchange of patient medical information.”
Susannah Fox – The Researcher
She’s responsible for studying what goes on at the crossroads of technology, health and the interwebs, as the Researcher on Health and Health Care for the Pew Internet Project. So Susannah Fox brings us some mighty interesting data about the habits of Americans when it comes to how many of us look online for health information (59 percent), what specific kinds of health information we seek (specific diseases or conditions, treatments or procedures, and doctors or other health professionals), and who we seek it from (increasingly, from other people who might have conditions similar to ours). Fox blogs regularly on e-Patients.net [http://e-patients.net/] and is helping researchers understand the habits of patients so that health IT can better meet those needs.
Halle Tecco – The Connecter
The company she co-founded has yet to celebrate its second birthday. Yet Tecco’s Rock Health –an accelerator “powering the future of the digital health ecosystem” by providing capital and mentorship to health startups–has funding from giants like Microsoft and Quest Diagnostics, and two of its “graduates” have secured additional funding from other investors. Tecco was chosen because of the power of her idea: that innovators could put tools and systems out there that could rejuvenate healthcare, make it not “just okay” but make it really rock. She was also chosen because she shows you don’t need to have gone to medical school to make a big impact in medicine: Tecco’s background is in tech and business.
Amy Sheng – The Inventor
Sheng also co-created CellScope, Inc., with Erik Douglas, less than two years ago. CellScope uses optical attachments to transform smartphones into diagnostic-quality imaging systems. In the right hands, this technology has the potential to transform lives: in the developing world it can be used in village clinics, while here in the US consumers can use the CellScope to access expert diagnosis and advice. Sheng’s work demonstrates the great potential for telehealth solutions to break down the barriers separating developing countries from high quality health care.
Thanks to Katie Matlack for this guest post. For more info on healthcare web portal and CCR interface development, visit Medical Web Experts online.
Katie Matlack is the Medical Analyst for Software Advice, where writes regularly about health IT and electronic health record software on the Software Advice blog. She can be reached at katie@softwareadvice.com.
The post-World War II baby boom changed more than just the age dynamic in the United States. The exploding youth population between 1946 and 1964 has had a huge influence on the social climate, economic development, and the workforce over the past seventy-five years. We’ve been closely following the effects of the enormous population of this age bracket – and now that the baby boomers’ retirement is in full swing (and the oldest boomers are starting to enter retirement homes in increasing quantities), it’s more important than ever to adjust our healthcare services to accommodate their
changing needs.
Many Americans struggle with the decision to place their parents in a retirement home or assisted living center, and those who don’t often feel the impact of caring for older relatives on their lives. According to a recent survey by the American Psychological Association, adults caring for old and chronically ill relatives report higher levels of stress, poorer health, and an increased risk of engaging in unhealthy behaviors to cope with their stress levels. Over 55% of these home caregivers report feeling overwhelmed. Many simply don’t have the medical knowledge or skills to provide adequate care, and it’s often simply the best choice to place an ill parent in a geriatric care facility with the means to provide good medical care.
These geriatric care facilities are expecting to see an explosion in patient intake in the next several years as the baby boomers begin to pass retirement age and begin requiring more medical attention. As more and more middle-aged and young adults are using the internet to research physicians or hospitals, geriatric care centers will need to pay more attention to how their clients (or, equally likely, their clients’ children) are finding them. Retirement homes, nursing homes, assisted living facilities, and hospice care centers will need to pay more attention to retirement home website design and geriatric website design to keep their facility visible online and draw the attention of computer-savvy adults looking to find the best care available in the best location for their relatives. Staying ahead in medical marketing means thinking about the whole picture – it’s important to look beyond who your clients are and consider how they’re coming to you and what the best way to present your practice in a positive light would be.
Medical website design experts focus on building websites that are both intuitive for patients to use and easy on the eyes. Though having a great medical website with excellent content and an aesthetically pleasing design is one of the best things you can do for your business, unattractive websites can sometimes be successful. Medical website designers can learn a lot from the few ugly gems that have hit it big with users.
1. Craigslist. Arguably the most influential classified advertising website in the world, craigslist.com has built a reputation as an excellent online resource as much as it has for scandal and strife. The design of the site is startlingly simple – a white background filled with row after row and column after column of plain, lowercase text. No images, no flash, and no scrolling banners or large headers. The simplicity of the site is one of the things that make it so successful and easy-to-use. It’s accessible and the columns and rows exist to organize the material on the site. By focusing on function first, the site’s designers have made it so intuitive that people can’t help but appreciate it.
2. eBay. eBay.com is one of the most link-cluttered websites on the internet. In addition to the homepage loaded with links, images, headings and buttons, the bright primary color scheme filling every page should make it hard on the eyes. However, the organization of the site makes it someone easy for users to find a category they’re looking for as well as search the site. The colors make it memorable – and the design makes it easy to shop.
3. IMDB.com. The Internet Movie Database – after having branded itself as “IMDB” – has built a huge following among movie and TV buffs as well as people interested simply in finding quick information on an actor or film. The cheesy movie-reel theme has recently given way to a cleaner and smaller banner, but the long pages (requiring users to scroll through dozens of paragraphs of content under different headings) are still there. Though it’s a lot of content organized into small sections on one page, it’s somewhat sensible – and regular users know exactly which section to go to in order to find what they’re looking for. There’s something comforting and familiar about being able to see the same data for any given film.
It’s no secret that transitioning to electronic medical records can be difficult for some practices. Beyond the stress of choosing a system, financing, and teaching your team to use the equipment, many medical offices find themselves avoiding the amazing benefits of an EMR system simply because of the trouble they expect related to implementation.
As discussed by medical software blogger Katie Matlack, who covers medical software for Software Advice, a free online resource, EMR systems offer amazing benefits for office organization, patient portal compatibility, medical office marketing and overall improved patient care that doctors simply can’t ignore (and financial penalties for not implementing EMR by 2015 provide an additional reason for switching). Matlack interviewed three providers who have successfully implemented EMR at their practices – which range in size from 5 to 26 practitioners – to find out what advice they can offer for physicians looking to begin using electronic medical records. The suggestions her interviewees offered recommend a bit of detail-oriented thinking to set up a system that meets all the practice’s needs and runs as smoothly as possible.
Highlights from the list of tips include:
Click here to read the original article (and five more tips).
Speak today with a Medical Web Expert and learn how to make the internet work for you.