Archive for November, 2013

           It may seem rudimentary to say the gearing of marketing toward your potential customers is essential but with today’s use of technology and available information most companies are assuming who their customers are without delving into further research.  Customer demographics are more available than ever as illustrated by a recent article posted to the Mashable website entitled “Marketers, Do You Really Know Your Customers?”.  The article encourages companies to know who is looking at your products via the monitoring of user profiles to know who is looking versus who you what to be looking and more importantly who is buying those products.

          In addition to visitor demographics, it is important to note how that visitor accesses product information whether by use of mobile devices, computers, or specific search engines. This information can determine other critical statistics such as conversion rates, average revenue per user, visitor behavior upon accessing the site, and ultimately the best layout for your page.  Visitor profiles also help determine the behavior of particular demographic, who is buying, who is browsing, and other trends to help refine your marketing and website strategy.  The article recommends employing the BUS model of obtaining demographics through behavioral, usage, and situational studies. For a full explanation of the BUS model and more information on getting to know your potential customer demographics check out the article by clicking Marketers, Do You Really Know Your Customers?.

          By entering into a strategic marketing partnership, you can assure implementation of the proper metrics to determine a marketing strategy based on demographics and action. Contact Koreen Hart of Hart Marketing by calling (321)-662-1660 or via email at koreen@hartincorporated.com. You can also check out the Hart website at http://www.hartincorporated.com/#.

 

Dentists love referral business from their patients however, equally as important is marketing to obtain new patients therefore retaining new sources for future referrals.  In an article posted to The dentistry iQ Network website entitled “Marketing – what works and why” by Michael Kesner, DDS, Dr. Kesner illustrates the need for an effective marketing campaign to grow ones business.  Kesner asserts that when constructing your marketing campaign one should be wary of stating the obvious that does little to market the uniqueness of your practice. Marketing to display professionalism, gentleness, continuing of education and use of the latest technology are simply restating what potential customers assuming should be baseline criteria for the practice.

Dr. Kesner poses that the removal of risk for the potential new patient is paramount in a marketing campaign stating marketing will make the phone ring but the removal of risk will get them in the office. This removal of risk may come in the form of reduced fees from the initial visit or free consultations pertaining to potential services. This allows the potential patient to feel out the practice/physician without becoming financially committed and may lead to the establishment of a long-term relationship by beginning to build trust.  In addition, Kesner states that your marketing campaign is only as good as your front desk staff. Front desk staff must be trained how to convert those new calls to customers through a professional, inspiring, and courteous interaction.  Without the proper training of the front desk staff, your practice may be losing valuable patients leading to referrals and the loss of marketing dollars.

Check out the full article by clicking Marketing – what works and why. To speak with a professional about implementation of a strategic marketing plan contact Koreen Hart of Hart Marketing by calling (321)-662-1660 or via email at koreen@hartincorporated.com. You can also check out the Hart website at http://www.hartincorporated.com/#.

 

An article published on the Business 2 Community website by Zsolt Bicskey entitled “Top Trends in Social Medical Marketing” provides insight into steps that ensures the future marketing success of your healthcare organization. While marketing looks to remain centered on the generation of valuable and shareable content to establish or organization as a trusted industry source Bicskey indicates other steps can lead to increasing the visibility of your organization.

The article states that by incentivizing social media with discounts and promotions one can ensure that the consumer finds instant value in liking your page or sharing content.  Along with added incentives, the employment of visualization tools such as vines, you tube tutorials, graphics and other multimedia are more likely to be viewed then marketing simply via endless streams of text. Providing links to valuable organizational tool such as the company website are necessary to ensure that once you attract a potential client you provide a call to action thereby beginning the consumer’s introduction to your business.

Ultimately, marketing is a contact sport and requires persistence, diligence, and constant communication with the community you are establishing. For a more expanded view on the future trends of medical marketing, click Top Trends in Social Medical Marketing.

The use of a marketing professional ensures constant interaction within the community and the generation of professional and applicable content. Contact Koreen Hart of Hart Marketing by calling (321)-662-1660 or via email at koreen@hartincorporated.com. You can also check out the Hart website at http://www.hartincorporated.com/#.

An interesting article posted to Medical Marketing and Media entitled “Mobile makes users more likely to switch brands: survey” illustrates the power of ensuring your company is branded as a trusted source for content. Citing a survey by Digitas Health the article illustrates the power of generating valuable mobile content. In researching 20 diseases over five therapeutic categories with smartphone users researchers concluded that “80% more likely to switch medications and twice as likely to ask for a brand name; when doctors use their mobile device in the exam room, patients were 30% more likely to switch medications”.

This lesson translates to all aspects of business marketing as a reminder to generate valuable content to establish your organization as an accessible and trusted industry source.  With more consumers opting to access information via a mobile platform, your organization must be up to task and respond with search-ending content.  The Digitas survey also lends credence to the value of establish an app for your practice citing research finding that nine of ten people use an app recommended to them by their physician. Once a customer downloads an app, they are more likely to access the app for their required information.  Pairing valuable content via a downloadable app with convenient services such as appointment scheduling or refilling prescription requirements ensures customers are enjoying an integrated experience without seeking out other sources of information or services. In addition, app functionality reduces staff requirements allowing them to focus on other aspects of your business leading to more quality patient experiences.

To check out the article head over to the Medical Marketing Media website by clicking Mobile makes users more likely to switch brands: survey.

To discuss the generation of quality mobile content and/or the potential marketing and organization benefits of establish your own app contact Koreen Hart of Hart Marketing by calling (321)-662-1660 or via email at koreen@hartincorporated.com. You can also check out the Hart website at http://www.hartincorporated.com/#.

Content marketing and the use of social media as marketing tools are the hot topic of the day leading to a decline in the use of email marketing. An article posted to the Forbes website entitled “Email Marketing: Think Inside The New Inbox” urges marketers to continue selecting email as a marketing tool as email continues to outpace common social media sites by producing close to 50x more acquired customers.  The article provides statistics illustrating a disconnect in the true value of email marketing stating that while the use of email marketing has declined nearly  20%, over 90% of consumers use email daily, email conversion rates triple that of social media, and average orders are close to 20% more than marketing via social media.

Social media helps to reaffirm your company’s brand image and establish your organization as a trusted source of content however being that email marketing is still the most effective tool for customer acquisition, it may be time to upgrade your email strategy.  The Forbes article provides helpful tips to ensure you are capturing the true power of email marketing such as,

  • While email content is important, the user experience from initial action to end result merits consideration.  Marketers should walk through the process to ensure customers are accessing the content they desire when they desire it (mobile platform access is key).
  • Metrics to capture data on which emails consumers are taking action with provides valuable feedback when considering future campaigns.
  • Even with the decline of email marketing, potential customers remain inundated with marketing emails. To ensure you are one of the few selected ensure you are providing as much personalized content as possible.

Check out the article over at Forbes for a more expanded view of the statistics and content related to email marketing by clicking Email Marketing: Think Inside The New Inbox. Generation of email marketing, establishing metrics, and ensuring a streamlined customer experience can prove time consuming and the use of a marketing professional ensures the generation of valuable content while you continue to focus on fulfilling the needs of your customers.

Contact Koreen Hart of Hart Marketing by calling (321)-662-1660 or via email at koreen@hartincorporated.com. You can also check out the Hart website at http://www.hartincorporated.com/#.

Getting involved in the vertical rising of online health has many disadvantages. Be sure you know what you are getting involved in and how to not get lost in the complex internet world. Here are 5 things you should know what marketing for health:

1. Health Management is evolving – Customers are demanding more choices and price transparency. They are looking to connect with doctors digitally more and more.
2. Compliance is paramount – Healthcare is a unique area for it usually doesn’t allow of mistakes or second chances. Keeping up to date with HIPAA and Medicare/Medicaid regulations is done easier through online channels.
3. Chronic health conditions are growing – Chronic illnesses, such as diabetes, are on the rise. The number of diabetics is thought to double by 2050. Offering information and solutions to a larger audience is possible through effective online marketing.
4. Health issues are emotional – Tap into people’s emotions, marketing to help people cope with their feelings will make an impact and add value.
5. Patients need a voice – Patients appreciate having a place to connect and interact with people they can relate to, so create platform for this to happen. Social media has been the perfect place for people to support each other and seek expert advice.

Find out more about what you should know when marketing health at the link below:
http://feedfront.com/archives/article007792

Web Link: http://www.washingtonpost.com/sf/feature/wp/2013/07/07/too-much-noise-from-hospital-alarms-poses-risk-for-patients/
If you have audible alarms to indicate patient vitals or life-threatening status, you may want to consider if you are causing more harm than good. If you do, you may also agree that most of these annoying noises are simply false alarms and most of the staff assigned to monitor these alarms have become used to the constant chirping, ringing, and honking, that they don’t even notice them as often as they should. This is termed “alarm fatigue.” Nurses have been reported to turn down the volume on the devices, shutting them off or simply ignoring them. This can be potentially dangerous for the patient and negates the purpose of the machinery.

Recently, the Joint Commission directed facilities to make alarm safety a top priority or risk losing accreditation. A new rule would identify staff that has the responsibility and sole authority to turn off any alarms. During a 3 ½ year investigation, the Joint Commission received reports of 98 alarm-related incidents which included 80 deaths resulting from the ignoring or muting of the alarms.

With technological advancement, more machinery is being brought online with various styles of alarms that indicate a variety of human conditions that are monitored for patients. As the number of potential alarms increase, it is imperative that we begin to understand the effects of “alarm fatigue” and how we can deal with it. One report conducted at an Intensive Care Unit counted 771 alarms per bed, per day. Of those, 80% of the alarms were discounted as low-priority conditions.

More information and studies were made available in this article that indicated locations, times, and situations. How we address the effects of “alarm fatigue” and false alarms is an important topic that should not be ignored or muted. Our patients lives are at stake.