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The platform rolled out a product tagging tool for Idea Pins, along with a paid partnership label. Creators on Pinterest can now make their Idea Pins shoppable, earn commissions via affiliate links through programs such as Rakuten and ShopStyle and team up with brands on sponsored content. Idea Pins can be tagged with any of the millions of Product Pins on the platform. On the user side, Pinners can shop directly from their favorite creators’ Idea Pins. The Idea Pins product tagging tool debuted for business accounts in the U.K. and U.S. Tuesday, and it will be expanded to other markets in the coming months. read more at https://www.adweek.com/social-marketing/pinterest-adds-monetization-options-for-creators/
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Hashtags are the universal language for post discoverability on social media. First used on Twitter in 2007, they’ve been going strong ever since in helping users to find content that they are interested in and want to see. In fact, did you know that using hashtags correctly can help your content get more natural reach and engagement? It’s been seen that using at least one hashtag in your social media posts can get you almost 13% more engagement on Instagram. Do you use hashtags in your posts? Do you feel like you’re getting optimal results with your current hashtag strategy? There’s always more you can do to ensure that you’re boosting your hashtag performance and getting your content seen by more people. It can be tricky to stay up to date with hashtags and to know which ones are doing well. It can also be a challenge to understand how many to use, what topics are trending, as well as which hashtags your target audience is likely to follow. For this reason, we’ve created our go-to hashtag guide to help you not only take a look at the top hashtag generator tools but also answer some top FAQs about hashtag use and how to get the most of the little pound sign that we all know and love. read the list at https://www.jeffbullas.com/hashtag-generator-tools/
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If your practice doesn’t have a blog — or you have one that’s not actively maintained — it’s time to make a change. Spice up your doctor blog by experimenting with different post formats like interviews, how-tos, and personal stories. More than half of marketers (55 percent) cite blog content creation as their top inbound marketing priority, according to HubSpot. As a busy doctor, not having much time for healthcare marketing activities like blogging is understandable. However, your competitors likely have a doctor blog, so you need one, too. Here’s a look at several different kinds of blog posts to help you get inspired. Different types of healthcare marketing blog posts Captivate your patient base by sharing interviews on your practice blog. This type of blog post is great because you can do so much with it — i.e. interviews with you, your staff, and industry experts. Interviews will draw patients to your blog because they won’t find this unique content anywhere else. Marketing for doctors is all about educating patients and building trust, and this will do just that. 2. How-tos / Tutorials As a doctor, you have a lot of knowledge that can benefit your patient base. Imparting this in the form of tutorial videos is ideal because it can really help people. For example, a dentist could share a video demonstrating the proper way to floss. Patients will appreciate the lesson you have to teach them, and if they find it especially valuable, they’ll share it with family and friends. 3. Personal stories / Patient case studies When patients have a health problem, they often feel alone. This is why sharing personal stories — or patient case studies — is a great idea. A case study takes an in-depth look at an issue experienced by one patient or a group of people. This type of content is a valuable healthcare marketing tool because it really speaks to patients. Reading about your extensive experience treating an issue impacting them will encourage them to make an appointment. 4. News commentary When a health issue impacting your patient base is in the news, patients want to know your thoughts on it. News commentary is great for healthcare marketing because it can boost your search rankings and highlight your specialized expertise. For example, a family doctor might write a blog post on local measles outbreaks — i.e. what’s causing them and how to avoid exposure. 5. Reviews / Comparisons Patients trust your opinion, so they want to hear your thoughts on the products they use. In fact, product recommendations account for nearly one-third (31 percent) of eCommerce site revenues. For example, an ophthalmologist might share a review of a new brand of contact lenses or compare and contrast two popular brands. This adds value because it can help patients make an informed decision on the best product for their needs. 6. Video blogs Some 96 percent of people have watched an explainer video to learn more about a product or service, according to Wyzowl. The demand for video content is clear. Online marketing for doctors must engage and inform, so posting videos to your blog is an ideal way to market your products and services because it’s what people want. 7. FAQs Chances are, patients ask you many of the same questions over and over. Turning this into a blog post — or several — is smart because there’s clearly a demand for it and it’s relatively easy for you to create. Blogging should be an integral part of any healthcare marketing strategy. This is a savvy way to connect with patients and keep them coming back to your website on a regular basis. Your doctor blog can bring tremendous value to your practice. Making time for it in your busy schedule might be a challenge, but it’s an investment you won’t regret. Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/5-article-formats-healthcare-blogging/
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Social media bombards users with memes, cat videos and political squabbles. For thousands of women facing an aggressive form of breast cancer, Facebook recently brought another, less common offering: hope. “We were having a really, really difficult time finding patients,” said Casey Bales, project manager for triple-negative breast cancer research at the IU School of Medicine. She coordinates clinical trials – studies in which patients receive drugs or other treatments to try to understand their effects on health outcomes. The breast cancer trial, begun in 2014, wasn't going well. Three years into the study, less than 40% of the patients needed were enrolled. “The trial was in jeopardy,” Bales said last week. It was saved in 2017 when Facebook posts from the Vera Bradley Foundation for Breast Cancer and IU researchers about a trial using genomics – the study of genes and their functions – to find weaknesses in cancer tumors appeared. Indiana University researchers and the Vera Bradley Foundation for Breast Cancer used the popular networking website and Instagram to recruit participants for a clinical trial. The first-of-its-kind social media effort jump-started a once-moribund effort that led to a Dec. 13 announcement that doctors say could save the lives of patients with triple-negative breast cancer. Recruiting through social media has become an important tool for physicians and medical researchers, who can sometimes have difficulty finding patients with specific forms of diseases they are trying to study. “We are implementing social media efforts pretty much on every new trial,” Bales said. “Social media gives us an opportunity to leverage communities and resources to interact with a much broader community than we've been able to reach before,” the report said. Lisa Hayes is a survivor. The 62-year-old Indianapolis woman was diagnosed 12 years ago with triple-negative breast cancer. “I didn't even know (at the time) there were different kinds of breast cancer,” she said in an interview last week. “I just thought breast cancer was breast cancer. That's a scary feeling, to know you had a very aggressive kind of breast cancer.” Hayes endured surgery to remove cancer, eight rounds of chemotherapy and 33 rounds of radiation. She now leads R.E.D. Alliance, an advocacy group working to reduce late-stage diagnosis and death rates for black women with cancer. R.E.D. stands for Reaching to End Disparities. Her cancer is gone, but Hayes has wondered whether it might come back. She did not participate in the recent clinical trial but said the research is important to her and other survivors. “It's great news to hear what they have done,” she said. “It gives hope and promise to everyone coming behind me. It's very personal to me, in that respect.” Read More: https://www.journalgazette.net/news/local/20191222/facebook-helps-clinical-trials-for-iu-vera-bradley
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You should cover hot topics on your doctor blog, but there are a few things you should know before doing so. Writing about a hot medical topic such as the Zika virus, Ebola, or vaccinations is a great way to drive traffic to your doctor's blog. It can also help further your professional brand if you submit the post to a medical publication. However, there are several things to know before taking a stance in a heated debate. Here’s a guide to help you better understand how to navigate controversial topics. 5 tips to cover hot medical topics on your doctor blog: Don’t be afraid to share your opinion Patients turn to your blog to see what you think about healthcare issues everyone is talking about. Your blog is part of your healthcare marketing plan, so offending your patients is the last thing you want. However, when dealing with hot medical topics, you need to share your true thoughts. For your blog to add value, you can’t simply restate the opinions of each side — you need to be open and honest with your views. Share facts from reputable sources In the midst of medical controversy, patients want to separate fact from fiction. Stick to relevant, quality sources such as government websites, medical journals, and studies conducted by well-known companies and nonprofits. Never use a statistic unless you can find its primary source — i.e. the original place it was cited — and only include timely information. Present something new People don’t want to keep re-reading versions of the same blog post. Draw patients to your doctor blog by offering unique information on the hot medical topic they haven’t seen before. Write on an angle that hasn’t been discussed, clear up common misconceptions, or use this opportunity to explain the topic at hand in a manner patients can easily understand. Offering up something different is great marketing for doctors because it shows the unique value you have to offer. Expect backlash Everyone isn’t going to love every post on your doctor blog, and that’s OK. When you write on a hot topic, speaking your truth is the most important thing. As long as you feel confident in your stance — and support it with credible information — that’s what matters most. If you receive backlash, take it in stride. Respect the fact that people have opinions different from yours — even if they are not medically sound — and take the high road. It’s OK to change your mind Taking a stance on an issue now doesn’t mean you can’t change your mind later. In fact, authenticity is the best online marketing for doctors. If in a few months or years you decide you actually agree with the other side, it’s fine to change your tune. Simply update your blog post to reflect your new beliefs and share the reason for your change of heart — for example, if new data was released. Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/blogging-age-zika/
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The healthcare industry sees technology as a source of inspiration for progress and innovation. Health care is a complex system that is resilient to major changes but vulnerable to butterflies, where even a small amount of inputs has dramatic consequences. While future health trends are being discussed in the industry, some are most useful. The health information technology market is expected to reach $390.7 billion by 2024. Processing 30 billion health care transactions cost almost $250 billion a year. Healthcare spending in the United States will amount to $5.4 trillion by 2024, which corresponds to an annual average of 19.6% of GDP. As more and more healthcare providers outsource various administrative functions, these three trends will benefit the medical companies as part of their marketing strategy for 2020. 1. Internet of Things (IoT) The Internet of Things is not only an executive fridge that orders its owner’s favorite food itself, or a service kettle that boils water on demand from a smartphone. These are smart bracelets, sensors, which you can remotely monitor your health. IoT has advantages that make healthcare more reliable, efficient and faster. IoT-enabled devices enable remote monitoring, unleashing the potential for superior care. The following examples show what healthcare can do with IoT. - Real-time location – medical devices such as wheelchairs, scales, sprayers, defibrillators, monitoring equipment or pumps are detected by sensors and easily detected by IoT. Other IoT devices help monitor the environment.
- Wearable accessories are often used to monitor the user’s health for medical reasons, such as heart rate, blood pressure, calories burned, etc. The manufacturing industry is expected to have 240.1 million people in 2021.
- Improved patient data and real-time tracking. The future for effective care is higher than ever before. It is now up to health care providers to make the best use of this technology.
In other words, in a few years, the world around us will become the Internet of Things. 2. Automated Medical Billing They eat your wallet space, get easily lost, and when you try to find them, you realize you’ve already thrown them away. With medical bills, you always want to be very careful not to lose such important receipts. Introduction of an automated billing system for medical services. Let’s be honest, no one else wants to deal with paper receipts. Fortunately, medical bills are currently processed online or in the cloud. This new software allows your healthcare providers to effectively monitor and optimize their medical bills and payments. They will be able to review their insurance at any time without the risk of insurance errors, as the software will already report possible errors in advance. This increases the security of their records, so third party billing services are very popular. This is something that medical companies should consider for the coming year. 3. Patient Experience A business that is constantly evolving is equated with clients that are also constantly evolving. The medical business is no exception. If you work with a professional and experienced medical invoicing outsourcing company, this will provide you with the best way to lead the way in identifying future trends and strategies related to the success of your RCM. However, be careful with the use of personalized experience, sometimes users may have too complex instructions and directions. Improving patient experience begins with clear messaging and information, especially on practice-specific topics. Read More: https://getreferralmd.com/2019/10/3-healthcare-marketing-trends-for-2020/
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Patient's interests and behaviors shift during the holiday season, and thus, so should your healthcare marketing. The holidays provide an opportunity to be creative with your messaging and to strengthen the provider-patient relationship during a season filled with holiday cheer and a spirit of giving. But the holidays can also mean a break in routine, which opens the doors for some mistakes. To make the most of your holiday healthcare marketing, read on for common mistakes doctors and dentists make around the holidays and how to avoid them. These common mistakes can ruin your healthcare marketing Not marketing your practice during the holidays If you associate the holiday season with a lower patient volume, you may think healthcare marketing is less important this time of year. But choosing not to market your practice is perhaps the biggest healthcare marketing mistake of all. By not marketing your practice, you’re counting yourself out of the decision-making process for those patients who are seeking care. Timely and relevant content can make your campaigns more effective because you’re providing your patients with the information they find useful. Thinking there’s less interest in health toward the end of the year The holiday season may have its share of parties and late nights, but it would be a mistake to think there’s a lack of interest in health this time of year. On the contrary, during moments where people may be indulging more, there can be a heightened awareness of healthy habits. New Year’s resolutions, for example, are often tied to health and productivity goals. Not being inclusive in messaging When planning your holiday healthcare marketing strategy, it’s important to create messaging and content that is inclusive of everyone. Being inclusive with your healthcare marketing allows you to reach more people and is especially important to younger patients. Not updating your website and web profiles The holidays often mean changing schedules for both patients and healthcare providers alike. If you have special holiday hours, make sure that communicating them to current and prospective customers is at the top of your healthcare marketing strategy this year. This gives patients the transparency they need to book an appointment. An accurate and prominent web presence is an essential component of your healthcare marketing strategy, and this is even more important during the holidays when you may have less time to field questions. Waiting until the last minute Do not wait until the week before major holidays to start your holiday healthcare marketing. Give your patients ample time to understand any changes to your schedule or promotional offers. This also gives you a chance to share important messages multiple times, so you can ensure more people see them. Healthcare marketing is a year-round effort. There’s always an opportunity to connect with your patients and make your practice stand out from all other care options. Keep these tips in mind when planning your holiday campaigns. Read More: https://www.patientpop.com/blog/marketing/holiday-marketing-mistakes/
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"First, there was crowdfunding, now there’s crowd-diagnosis" Where people turn to strangers on social media to get a diagnosis — including for STDs. This trend has been growing in popularity, but the authors of a new study say diagnosing STDs using social media can often be unreliable. - Thousands of people post in an online health forum seeking a “crowd-diagnosis” of their sexually transmitted disease (STD).
- A new study found people have turned to Reddit for help getting an STD diagnosis.
- Experts say this isn’t a great idea, since other posters may not have a medical background or all the necessary information to give a definitive diagnosis.
- But there are online sites like CrowdMed where licensed medical professionals may help people who are worried about a possible STD.
Thousands seek STD diagnosis online In the study, researchers from the University of California, San Diego examined conversations on the social media website Reddit. Reddit has a subreddit, or online forum, where people share “stories, concerns and questions” about “anything and everything STD-related.” Researchers obtained all posts from the r/STD subreddit from 2010 to 2019 — almost 17,000 in total. These were public posts with no information that could be used to identify the original posters. Researchers found that 58 percent of the posts were requests for a crowd-diagnosis. Of those, 31 percent included an image of the person’s physical symptoms. In addition, 20 percent of the people asking for a crowd-diagnosis was seeking a second opinion after seeing a healthcare professional for the same health concern. The majority of posts received a reply, with more than three-quarters of those receiving an answer in less than 1 day. The average time for the first response was just over 3 hours. Convenience drives people to health forums One thing that drives people to online health forums is convenience. After all, try getting an answer from your doctor in just 3 hours. But Keber says people need to be careful when using these types of resources. “There is no way to know who is answering these questions and addressing the concerns of the people writing in this venue,” Keber said. “I especially have concerns about [people] using this as a ‘second opinion’ following an office visit with a licensed professional,” she added. Online forums like those on Reddit are peer groups, so people responding may not have any medical training. This differs from online tools like CrowdMed, where licensed physicians, medical students, physician assistants, and other health professionals provide opinions. The true scope of online crowd-diagnosis unknown Although the new study provides a snapshot of how people are seeking health information online, this research has some limitations. STDs are also a condition that can cause “significant anxiety,” says Keber. This may drive people to sites like Reddit, where they can get an answer in a few hours or less. Public interest in online health forums like Reddit comes as many STDs are on the rise. This includes syphilis, gonorrhea, and chlamydia reports the Centers for Disease Control and Prevention (CDC)Trusted Source, with a particularly large increase in people 60 years or older. There’s also a lot of information missing from the Reddit posts that could help health officials understand what’s going on. "Like many social media studies, this study didn’t provide info on the location of the people posting about sexually transmitted infections (STIs) on Reddit, whether they were being honest or if it was a hoax, how their actual STI risk compares to those not using Reddit, etc.,” said Sean Young, Ph.D. “Although crowd-diagnoses have the benefits of anonymity, speed, and multiple opinions, many are wildly inaccurate,” study author Dr. Christopher Longhurst, professor of biomedical informatics at UC San Diego Health, said in a statement.
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What exactly are patients “not faking”? Over the past couple of days, the hashtag #PatientsAreNotFaking has been trending on Twitter. “Not faking” belief that our current healthcare system is somehow working well? Nah, no one should really believe that. No, instead, the hashtag is actually the start of a sentence that was meant to conclude with, “their symptoms and medical problems,” or something similar to this phrase. Yes, many patients around the country have encountered doctors and other healthcare professionals who have either ignored or discounted their symptoms that in many cases turned out to be signs of serious underlying medical conditions. For example, movie and television star Selma Blair suffered “not being taken seriously by doctors” for years before finally being diagnosed with MS. And Blair is a well-known celebrity. Imagine what those who feel ignored in general and don’t have resources have to suffer. Such delays in diagnosis can not only prolong suffering and confusion but also put patients at serious risk for missing treatment opportunities. These were just some of the heart-wrenching stories that emerged from the hashtag. Sure, walking into the emergency room with your arm falling off may typically get attention. But studies have shown that many doctors and other healthcare professionals aren’t doing great jobs at listening to people. For example, a study that I covered before for Forbes showed how doctors on average interrupt patients after only 11 seconds. That’s barely enough time to release and recover from an extended fart let alone listen to a patient’s complaints thoughtfully. Certainly, some doctors and health professionals are naturally too quick to judge patients, relying on stereotypes and pre-conceived notions. For example, I once heard a doctor claim that a young Asian American patient was probably tired because he was studying too much, without knowing much about the patient. The doctor was not Asian American and to my knowledge still isn’t. It turned out that the patient had a thyroid condition and really didn’t study very much. Stereotypes, sexism, racism, ageism, body type-ism, and other -isms can prevent people especially women, racial and ethnic minorities, those of various sexual orientations, and those of certain body types (e.g., those with obesity) from having their concerns being taken seriously. Certainly, some patients may be exaggerating symptoms or even faking them. Indeed, there are reasons why certain patients may do this such as to get attention or to get healthcare professionals to do something. If you have worked in healthcare long enough, you will encounter such patients. Nonetheless, as the response to the #PatientsAreNotFaking demonstrated, there are many, many, many, many more patients who do not fake or exaggerate their symptoms but rightfully feel ignored. In fact, you’d expect the vast, vast majority of patients to not be faking or exaggerating anything. After all, why would they take time out of their busy schedules to see a doctor in a clinic, a hospital, or an emergency room, places that are neither “fun” nor free places to be? Read More: https://www.forbes.com/sites/brucelee/2019/11/24/why-patientsarenotfaking-began-and-what-is-says-about-health-care/#454a28773452
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Set goals first. If traffic, leads and sales are part of the goal, then gotta have the next focus be on content creation. Then, using social to share. Can't get much value out of social unless you're actively creating, publishing and sharing content.
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Get insights into how each generation, from Gen Z to Baby Boomers, uses social media—and what it means for your business What Gen Z consumers expect from brands on social media From active brand conversations to personalised shopping experiences, Gen Z shoppers know what they want. They expect brands to remain receptive to their needs and help them make informed purchase decisions. Gen Z also wants to connect beyond the point of sale, engaging, collaborating with and giving feedback to brands. They also want to feel like empowered individuals when shopping. Consequently, they gravitate towards brands who use their data responsibly to create convenient and immersive customer experiences. read about the others at https://sproutsocial.com/insights/social-media-use-by-generation-en_gb/
The past year made adjustments to our daily life. Most of the usual things, such as shopping for clothes, have steadily moved to the virtual space. The pandemic has significantly increased the time people spend on the Internet. Changes in Digital Marketing Compared To Last Year The basic trends of this year will be a cordial atmosphere, intimacy, and openness in relations between you and the audience while the major task remains unchanged — to attract and retain new customers. Social networks reach customers through screens 2 Content goes interactive 3 Voice and visual search matters 4 Mobile applications boost business development 5 Chatbots are on the wave of popularity read more at https://www.apppicker.com/developernews/41123/How-Digital-Marketing-Will-Change-5-Predictions-for-2021
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By their nature, hospitals are fast-paced environments that can induce some stress in the people who work there. Often, the roles taken on by people saving others' lives are somewhat thankless. For this reason, Penn Medicine's Center for Digital Health created "High Five," a web-based recognition system that enables staff members to easily use social media-style memes and humor to compliment each other on anything from the routine to the extraordinary. The Center for Digital Health -- which studies how things like the internet and other digital technology affect our health -- began exploring whether a web-based platform would be feasible in health care in 2016. The designers believed that making it easy for staff to quickly send out a nice message in a way that is now second instinct to many would increase positive interactions and potentially serve as a tool to combat burnout. "Keeping it fun and light was us trying to build on what folks already do naturally on social media and via texting," Lee explained. "Humor and levity can organically incentivize folks to connect and support each other. So we thought it made sense to capitalize off of that natural inclination when we were trying to build an opt-in recognition system." High Five, named for the congratulatory gesture, is usable across multiple devices and easily accessible through a webpage that clinicians could reach as if they were working on electronic health records. Each person can search for and select a colleague from the health system, then pick from a variety of memes or GIFs containing positive phrases that were congratulatory or humorous. The images draw from pop culture or are health-themed and some are the same as memes used commonly on social media. In addition to the images, each message could also be personalized by an accompanying text written by the user. A reply function was also added shortly after launch. High Five has expanded since it was launched in 2016 into several different areas at Penn Medicine such as other emergency departments, Women's Health, Pharmacy, and an intensive care nursery, among others. Users now hail from all 20 academic departments within Penn Medicine, and 32 percent of hospital employees have exchanged 28,808 communications expressing courteous interpersonal behaviors, ranging from appreciation and recognition to specific feedback. A new study published in NEJM Catalyst Innovations in Care Delivery led by Kathleen Lee, MD, an assistant professor of Clinical Emergency Medicine and director of Clinical Implementation in the Center, showed that this system was adopted by the vast majority of those within the Department of Emergency Medicine at the Hospital of the University of Pennsylvania (HUP) -- the first department it was fully integrated into. "The status quo expectation in many settings in medicine is perfection without recognition, Medical errors can result in harsh consequences, while successes are not often not recognized to the same extent. This imbalance is thought to be a key contributor to clinician burnout," said Lee, who led the research with David Do, MD, an assistant professor of Clinical Neurology, and Ian Oppenheim, MD, a fellow at the Johns Hopkins School of Medicine, who helped to launch "High Five" while he was a resident at Penn Medicine. Moving forward, the team involved with High Five hopes to expand it across the health system completely, especially with the installment of display monitors. "We want to continue to partner with departments and groups to help further harness the workplace civility and positivity that High Five enables," Lee said. Read More: https://www.eurekalert.org/pub_releases/2019-12/uops-pmu121019.php
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Social media is becoming an increasingly powerful tool for sharing health-related messages, but not every post has what it takes to go viral. A new study by researchers at Drexel University and Thomas Jefferson University found healthcare professionals may see greater success with public information campaigns if they apply the narrative storytelling method that many influencers use on social media. “In recent years, we’re seeing a resurgence of misleading anti-vaccination messages and related misinformation spreading through social media,” said the study’s senior author Philip Massey. “By studying what makes these messages so effective online, we can improve fact-based, pro-vaccination messaging aimed at improving public health.” The researchers are among the first to investigate narrative messages on Instagram and how they might affect a parent’s likelihood of getting the human papillomavirus (HPV) vaccination for their child amid growing misinformation about vaccines online. Massey’s team analyzed 360 randomly selected Instagram posts from a pool of over 3,000 English-language posts about HPV vaccination. Although a majority of the posts were pro-vaccine (56 percent), the anti-vaccine messages that featured a narrative structure experienced much higher engagement, averaging 62 more “likes” than pro-vaccine posts that only shared actionable information about the vaccine. Massey says social media posts that tell personal stories, share experiences, or attempt to tap into an audience’s emotions are generally more effective than those that don’t. “Healthcare professionals can help parents navigate through their uncertainty about vaccines, but science alone may not be the thing that the parent needs to cope with that uncertainty; they may need something more emotional to get through.” According to Massey, not all healthcare professionals need to use social media as part of their public information campaigns, but those who don’t run the risk of missing out on a huge audience. Read More: https://www.phillymag.com/healthcare-news/2019/12/04/health-professionals-can-learn-from-instagram-influencers/
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Dr. Rose Marie Leslie is hoping to reach teens with a message about the dangers of e-cigarettes. So she’s started posting regularly on TikTok, the popular short video app, and has collected a large following. Leslie, who goes by @DrLeslie and is a family medicine doctor at the University of Minnesota Medical School, has amassed more than 300,000 followers on the platform in recent months. Most of her TikTok videos offer insights on health issues that impact teens, ranging from how to talk to doctors about birth control to why it’s a bad idea for a group of friends to share a lollipop. She’s best known for getting real about vaping and vaping-related illness. The issue is more urgent than ever for many parents, with surveys showing that vape use at an all-time high among teens amid an outbreak of a life-threatening vaping illness. Part of the problem, according to medical experts, is the teens aren’t aware of the risks because public health organizations aren’t communicating with them on the platforms they use. That’s where Leslie comes in. Leslie doesn’t talk down to the viewer, but instead shows side-by-side images of a vaping-related lung injury and a normal lung biopsy, and discusses the root causes. In one video, she shows her followers what vaping lung illness really looks like under a microscope. “That is terrifying,” she says in the video. Leslie says she gets a lot of messages from teens who have stopped vaping because they watched one of her videos. “I expected it as a primary-care doctor who’s often talking to teens about the health risks associated with something like vaping that’s perceived as cool,” she said. Greater engagement on TikTok than other platforms Leslie is just one of the doctors who have recently started popping up on TikTok. Far more physicians are on Twitter and Instagram, which are more popular with older generations. But those who have taken the TikToK plunge say they are experiencing far greater engagement on content there than on other social media platforms. Jefferson Health’s Dr. Austin Chiang, one of the most active physicians on social media, recently joined TikTok after reading about how it’s taking off. Chiang uses TikTok primarily as a platform to talk to other young doctors about issues that matter to them, like the cost of medical education or the sacrifice of giving up their 20s to spend nights and weekends in the hospital. Chiang says he already sees the most engagement on TikTok, which is used by more than 700 million people daily, according to its owner ByteDance. Chiang and Leslie are also using TikTok to combat health misinformation. “I’ve heard the criticism that doctors and other medical professionals on social media are somehow less credible, or won’t be taken as seriously by their peers,” said Sherry Pagoto, a behavioral scientist and professor at the Department of Allied Health Sciences at the University of Connecticut. “But I think that school of thought is going to be a thing of the past.” Pagoto notes that medical experts need to meet teens where they are, rather than sticking to the older methods of advertising on television or Facebook. “It would be great for public health organizations to follow the lead of these medical professionals on TikTok,” she said. Read More: https://www.cnbc.com/2019/11/29/doctors-use-tiktok-to-talk-to-teens-about-vaping-birth-control.html
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These healthcare marketing tips can help you connect with new and current patients during the holiday season. The holidays are around the corner, which means now’s the time to try holiday-themed marketing campaigns that show the festive and personal side of your practice. It’s important to create timely content to bring more patients to your practice or keep you top-of-mind as your patient's book appointments in the new year. Holiday marketing for doctors can be as simple as putting a seasonal touch on some tried-and-true marketing strategies. Check this list of ideas once — or twice! — to help you create fun, attention-getting holiday healthcare marketing campaigns this season. Holiday marketing for doctors: Film a holiday video When it comes to digital content, consumers can’t get enough of video. According to HubSpot, 54 percent of people want to see more video content from businesses. Videos allow you to showcase your personality, and the holidays are a great time to send your patients a warm, heartfelt message. Just set up a digital camera or use your mobile phone. Video marketing is great holiday marketing for doctors because it helps build your relationships with patients, and can also bring more patients through the door. Hold a social media photo contest Healthcare social media is one of the easiest places to foster an authentic connection with your patients, and people love a chance to win something. Invite people to share a holiday-themed photo related to your specialty. For example, if you’re a dentist, host a photo contest for good dental hygiene habits with a holiday spin. Make sure the rules for entering the contest are made clear: - Let people know when entries will close.
- Designate a hashtag so you can keep track of entries.
- Note that people must have a public profile and be following your account to win.
Host a holiday Q&A People have health-related questions year-round and aren’t shy about going online to look for answers. In fact, 74.6 percent of people have looked online to find out about a doctor, a dentist, or medical care, according to PatientPop. Because the holidays can be a particularly hectic time for many people — from dealing with flu season to seasonal food choices to increased travel — this is a great time to give patients the opportunity to ask you timely questions by hosting a Q&A on your healthcare social media channels. You can use Facebook Live or Instagram Live to answer questions on the spot or use Instagram Stories for a more curated experience. Invite patients to submit New Year’s resolutions The end of the year can be a reflective time, and people are more likely to be thinking about improving their health habits. As a trusted source and invested party in your patients’ health, invite your patients to share their resolutions with you via social media or even an email campaign. Start the conversation by sharing your own resolutions. Write holiday-related blog posts Use the holidays as inspiration for your blog. Creating timely content makes your blog more relevant to patients. It also increases the likelihood that your blogs will be shared, which may help you get on new patients’ radar. You can blog about any number of topics depending on your practice location or specialty. For example, if you’re a dermatologist, you can offer skincare tips for colder weather. Send a holiday marketing email Nearly six in 10 people say they prefer email communications from brands above any other channel, including text, phone, and social media. Send healthcare marketing emails to your patients this season that: - Offer tips for staying healthy through the holidays
- Contain a “Happy Holidays!” message
- Share healthy holiday recipes
- Remind people to book an appointment before the end of the year
Send patients a holiday greeting card The holidays are a popular time for old-fashioned greeting cards. Design a holiday card featuring you and your practice staff and a heartfelt message. Including a thoughtful note can strengthen your relationship with your patients, and they’ll receive a nice surprise when they open their mail. Let them know you are happy to be taking care of them. Spread some seasonal cheer by implementing some of the tips on this guide to holiday marketing for doctors. You’ll stand out among healthcare or dental practices and can help mitigate against a slower season. Read More: https://www.patientpop.com/blog/marketing/10-practice-holiday-campaign/
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"Patients today make their healthcare decisions online"
For the most part, patients are looking for their dental care on Google. Google has 88 percent of the U.S. search engine market share, according to StatCounter. According to Google, one in every 20 searches is health-related, which translates to at least 100 billion health searches a year, according to Search Engine Land. Thus, showing up prominently in Google results is a key marketing priority for any dental practice. Dental ads offer dentists a unique opportunity and competitive advantage in reaching patients who are searching for their services. Read on to learn why paid dental advertising is a good investment for your practice. How dental ads are different from traditional marketing 1. You control where you rank. On Google, paid dentist ads appear above organic listings on search engine results pages (SERPs). They look almost identical to organic results but are delineated with the word “Ad” in a green box. Placing a dental ad on search can place you at the top of the search results. This is important because where you rank on Google matters. Generally speaking, the higher you rank, the more clicks you can expect to receive. 2. The results are immediate. Online advertising for dental practices is the perfect complement to search engine optimization (SEO). When you place a dental advertisement, you can rank the top of the page for that keyword as soon as your campaign goes live, which can mean an instant boost in traffic and dental patients. This can be an especially good strategy if your website has recently been redesigned, as it can take several months for Google to index your site. 3. You can reach your ideal customer. Unlike more traditional forms of dentist advertising, placing a dentist advertisement on Google allows you to control who can see your ads. You can select to market only in relevant geography. If you’re a dentist in Brooklyn, for example, you may choose to only market to Brooklyn, rather than all of New York City, depending on your specific goals. 4. Place dentist ads on the highest value keywords. One goal of search dental advertising is to reach patients who are ready to convert (book an appointment). The keywords that patients use when searching for care can show their intent of seeking dental care. For example, a patient searching for [teeth whitening] might just be curious about the process and how it works. They may not be ready to book an appointment just yet. However, patients searching for [affordable teeth whitening near me] are showing their intent to seek dental care soon. This may be a higher value keyword because it’s likely to generate more appointment requests. 5. Payment is tied to results. Paid search advertising for dental practices works on a payment model called pay-per-click (PPC). This literally means that you only pay when someone clicks on your ad. A lot of practices hesitate to spend money on dentist ads, but this pay model makes it a safe marketing investment. Because your ad is targeted to those seeking your specific services, the chance that those clicks become booked appointments is higher than with other dental advertising strategies. 6. The return on investment is highly measurable. With Google advertisements, you can see everything that’s tied to a click on your ad — from the person’s initial search query to what they did on your website, including whether they booked an appointment or if they called. You can see which of your dental ads are working and which aren’t and calculate exactly what you’re getting in return for your investment. 7. It’s a consistent marketing investment for your practice. Because you pay per click on your ad, it may feel like something that’s difficult to plan month-to-month. However, after some trial and error and figuring out which of your dental ads work best for you, this form of dental advertising becomes consistent over time and is something that you can plan for in your business. 8. You can change your budget at any time.
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Healthcare social media marketing has evolved significantly over the past decade. Gone are the days of social media managers posting the same or similar content across one, two, or three social media profiles and calling it a day. Given the importance of social media in healthcare, the team at Convince & Convert wanted to identify common trends across social media marketing from the top U.S. hospitals. Our New Healthcare Social Media Research Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the top U.S. hospitals, as determined by bed count and the 2018–19 Best Hospitals Honor Roll. We used Rival IQ for content aggregation and in-depth competitive analysis of all 54 hospitals’ social media efforts. We gathered insights into how hospitals use private messaging by directly interacting with hospital Facebook pages through Messenger. We also ranked the Top 20 Hospitals in Social Media based on a ranking score that includes Audience Size, Engagement, Engagement Rate Per Post and Total Posts. The 4 Best Practices for Healthcare Social Media Marketing in 2020 Here are the 4 best practices of healthcare social media marketing that will help you set your strategy in the right direction this upcoming year. 1. Diversify Your Channel Mix Beyond Facebook and Twitter Our research found that hospitals post on Instagram less than once every two days, but publish to Twitter and Facebook at least twice per day on each channel. Based on posting frequency, Instagram and YouTube are as secondary channels, despite these audiences being more engaged. 2. Vary Your Content Mix to Optimize Audience Actions More than half of the best-performing posts included photos of people. Twenty-seven of the best 50 posts clearly showed the faces of people or babies. In addition, curated content links have higher engagement: 35% of links shared by hospitals are curated, meaning they are not from the hospital’s own domain. Posts with curated links earned an average of 0.033% engagement per post, while links originating from the hospital’s own domain generated half as much engagement, at 0.015%. 3. Boost Top Performing Posts Organic Posts While engagement is trending down across social media as a whole, brands are circumventing declining organic reach by spending money to ensure their content is getting seen. In fact, 5.5% of all hospital Facebook posts we analyzed are signaled as “likely-boosted”, according to Rival IQ. Of those likely-boosted Facebook posts, the engagement rate per post was 177% higher than the non-boosted posts. 4. Connect with Niche Communities While Facebook Brand Pages continue to be used by patients and hospitals, some hospitals are beginning to leverage Facebook Groups and Messenger to create deeper connections with audiences. In fact, 30% of the top U.S. hospitals are making Groups part of their Facebook strategy. Twelve of the 54 hospitals (22%) are currently or have recently used Groups as part of their Facebook outreach. Social media marketing is the present and the future is returning to a one-on-one approach of engaging with audiences directly, be it in a private message or in response to a recommendation. Users are eschewing the spotlight in favor of smaller, niche communities where their presence is valued and they are not just a number. Read More: https://www.convinceandconvert.com/social-media-marketing/healthcare-social-media-marketing/
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"Love it or hate it, voice technology is here to stay." Voice search isn’t perfect, and it’s nowhere near as advanced in its capabilities as it will be in just a few years. But it‘s already affecting the way people search for services and providers. From its novel start to its rapid infiltration into more of our lives, voice-enabled tech (or voice assistants) is changing the way we access and use healthcare. In fact, Amazon recently greenlighted six healthcare companies to develop apps for Echo (Alexa), and HIPPA compliant apps are already in the works for several major players. Here’s Why People Love Voice Search - Users expect instant answers, especially when it comes to healthcare. Voice queries are 40 times more action-oriented than search. (source: Google) Action, in the world of healthcare, is about finding the nearest urgent care or asking where to fill a prescription.
- Voice delivers the conversations people want. If you’ve performed a search using a voice device, you know it’s more conversational than typing a search. For example, when you search for a movie theater on your browser, you might type, “movie theaters Boise.” But when you ask Amazon Alexa, you’ll probably ask in a manner like this: “Alexa, what’s the nearest movie theater near me?”
How Voice Search Is Changing Healthcare It isn’t just yet, but the voice will likely become a dominant search method in the future. Preparing for it today will put healthcare providers, systems and organizations at a distinct advantage when that time comes. Here’s another example of voice search that goes deeper in detail: A voice-enabled phone helps patients go from a vague and general search of a “doctor near me,” to ask a more involved, conversational question like: “Hey Google, find a five-star rated orthopedic surgeon near me who does knee replacement.” Future of Voice Search What’s next in the voice-enabled technology arena is virtually limitless. My theory is that once it becomes the search mode of choice, marketers will find a way to profit from it. Think of the sponsored ad format on the big three search engines, and apply that same execution to voice. Now when someone searches for the services you provide, that potential patient receives a conversational response from your practice—giving the user that instant solution, through conversation, they’re looking for. Consider the possibilities of voice search (and later, voice sponsored content) especially if you’re an urgent care, ER, primary care or hospital. Read More: https://healthcaresuccess.com/blog/medical-marketing-advertising/voice-search-healthcare.html
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Though the medical community has been slow to adopt social media as part of its business model—and possibly for good reason—social media is here to stay as the new medium of communication. While there are certainly pitfalls associated with healthcare providers’ use of social media, the fact remains that Facebook, Twitter, and other outlets can be effective tools to promote your practice, disseminate information, and share ideas. Social media should not, however, be used by healthcare providers to communicate directly with patients, provide medical advice, promote products, or warrant outcomes. Further, physicians and other healthcare providers need to be cognizant of the potential permanency of a social media post. While social media account managers can delete or remove posts and other information shared online, subscribers and “friends” can take screen shots or print errant posts before they are deleted. These potentially damaging posts can live forever. Social Media and Patient Privacy Patient privacy is probably the most significant consideration when mixing medicine with social media. The lines of the physician-patient relationship often can become blurred in the social media context if appropriate precautions are not taken. Further, because of the potential for anonymity among bloggers and other social media commenters, there is no guarantee that “patients” actually are who they say they are, and vice versa. That’s why healthcare providers need to follow a few simple rules when establishing a social media presence in order to ensure they maintain appropriate boundaries, respect patient confidentiality, and best promote their practice: (1) NEVER post about patients. When using social media, it’s not enough to simply eliminate patient-specific data such as name, date of birth, or social security numbers. Physicians have been disciplined for blogging or commenting about patients or the care provided, even when the post seemed completely devoid of personal information. If there is any way for a third party to identify the patient through the information contained within your post, it should not be posted. When in doubt, don’t post. (2) Keep personal accounts separate from business accounts. Business pages can be set up to provide practice information only, such as business hours, holiday closings, new additions to the practice, upcoming events, etc. These business pages do not include “friends” or allow “comments” by non-approved administrators. (3) If you maintain a personal Facebook, Twitter, or other social media account, always decline friend requests from patients. A professional boundary must always be present between patients and physicians. This boundary can be blurred or even dissolved when social media communication is allowed. (4) Maintain the highest levels of security for your personal account(s) and business page. Routinely check your account settings to ensure that the privacy and security settings are constantly updated since many social media sites, particularly Facebook, change their security settings on a fairly regular basis. If you have a business Facebook page or Google+ page, then disable outsiders’ ability to comment, post or tag photos in order to make sure that the communication is one-way (from you) only. (5) Do not provide medical advice, whether solicited or not, on blogs or social media posts. Even innocent comments on others’ pages can be deemed “advice” and should be avoided. For example, a friend of a friend might post a comment about post-appendectomy incisional pain, to which you respond “Don’t worry, that’s normal.” Such a post is technically a comment on the patient’s medical status and could potentially impact that individual’s treatment decisions. It also raises the question of whether a physician-patient relationship exists as a result of the communication. (6) Implement a social media policy for your practice, and ensure your office staff is familiar with the policy. In fact, it’s a good idea to have your employees sign a social media agreement and maintain that in their personnel file. Your policy should be clear that staff members are never to post about patients, period. Staff also should be prohibited from “friending” patients or communicating with patients through social media sites. Likewise, instruct your staff to maintain proper privacy/security measures, and make sure only allow responsible, trained staff members are allowed to administer your practice’s social media page(s) or blogs. (7) If a patient somehow contacts you or a staff member about her care using social media, then immediately respond that you will call to discuss the issue. During your phone conversation, let your patient know that social media is not a suitable method of communication, and suggest that the patient call the office for future needs. (8) Do not blog anonymously (see rule 5). Final ‘Comments’ The number of social media outlets is growing every day, so it can be time consuming to monitor and ensure patient confidentiality, adequate security and proper boundaries. However, if properly managed, these sites can be a fun social outlet for communication with family and friends, and an effective tool to help promote your practice. Though social media has enormous potential, it is important for healthcare providers to ensure their online involvement is ethical, with a clear divide between personal and business uses. The Texas Medical Association provides a social media guide on its website, which can also be a helpful tool when navigating the wide world of social media. One final word of advice, whether it’s a professional blog, your practice’s Facebook page, or your personal Twitter account: Take a moment to reflect before posting. (Note: public Tweets are archived by the Library of Congress!)
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