How Doctors Can Help with Online Physician Promotion

physician-promotion-QA2In our recent webinar, Online Physician Promotion: Increasing Conversions to Fill Schedules one attendee asked an interesting question from the point of view we don’t always get – from the provider. Let’s take a look at the question and how doctors play an important role in their own online promotion.

“If you are a physician, what can you do if your institution is not really helpful in promoting you and just has a static page that no one really checks?”

For starters, don’t make any assumptions. The provider relations team or the Web team should be able to share how much traffic a doctor’s profile gets and what typical providers in the organization get in general. It’s probably more than you think! Continue reading

Your Top Online Physician Promotion Questions Answered

physician-promotion-QA

We clearly hit a hot topic with last week’s webinar, Online Physician Promotion: Increasing Conversions to Fill Schedules, and attendees submitted far more questions than we were able to cover during the session. To make sure we answer all the questions that were submitted, we plan to tackle them over the course of a few blog posts.

SEO v. PPC

Our webinar focused almost exclusively on inbound marketing strategies – organic SEO, social media, and how to focus the experience that consumers get after arriving at your website.  We did, however, get some questions about the role of paid advertising in building provider visibility. Continue reading

Hospitals Like Mine: Examples of Health Systems, Hospitals and Medical Groups that are Effectively Using the Web


Geonetric's Portfolio Results
Not all healthcare organizations are created equal.

The way a five-hospital regional health system organizes its provider directory, positions itself through Web content and implements microsites is very different than how a 120-bed community hospital does those same things.

Seeing how different healthcare organizations use the Web to connect with their audiences is helpful to healthcare marketers. But seeing how organizations that are similar in size or competitive environment use the Web is invaluable.

That’s why when Geonetric recently redesigned our website, we were thoughtful about how to make our client examples as useful as possible for you – whether you market a regional health system, a community hospital or a medical clinic.
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The Top Four Facebook Questions Healthcare Marketers Ask


Geonetric Facebook Page
In 2006 Facebook business pages were the same as personal accounts with very limited options for brands to learn and adapt their marketing strategy. Early brand adopters included the likely suspects: Nike, McDonalds and others. Over the past eight years Facebook business pages have steadily evolved into distinctly different experiences with ever-changing options and functionality including Facebook Insights. Regardless of the year, the same four questions get asked by healthcare marketers responsible for maintaining a Facebook business page for a hospital.
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SHSMD Taskforce Unveils the Ultimate Healthcare Strategy Guide

Strategy GuideThe forces of change are arraying and the impact on healthcare marketing, public relations, communications and planning will be significant. The change isn’t just driven from healthcare reform, it’s also coming from health consumerism and advances in technology including big data, personalized communication and CRM.

I’ve had the opportunity over the past year to be part of a SHSMD think tank exploring the future of the strategy disciplines — marketing, planning, public relations, corporate communications, and physician relations — within the healthcare enterprise.

This task force, working with David Grandy and a team of design thinking consultants from HDR consulting, interviewed, work shopped and vetted its conclusions with hundreds of professionals, executives and CEOs from both inside and outside of our industry.

The result of this work is the impressive Bridging Worlds report. It provides a detailed and actionable plan outlining the changes that healthcare organizations need to make to succeed in the future.

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Public Updates: How to Handle Healthcare Crises With Your Website

crisiscommunicationIt’s a five letter word that’s been in headlines for weeks: Ebola. The virus, which was identified in 1976 in Africa, has experienced ebbs and flows of outbreaks for nearly 40 years, but this year’s outbreak has been labeled by the Centers for Disease Control as the largest epidemic of the disease in history.

As the virus continues to make headlines, hospitals and healthcare clinics around the world continue to work tirelessly to prepare for any cases of Ebola patients who might make their way to their facilities.

With one fatality in the continental United States already on record due to improper screening and immediate treatment at a Texas hospital, hospitals across the nation are working to prepare the public and themselves as Ebola monitoring continues.

Your website is a great way to share your preparedness plans with the community at large, as well as providing employees with resources for their own awareness.

Not sure where to start?

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Skills are Only Part of the Package: Hiring the Best Web Vendor for Your Organization

standingonheadDo you ever wonder if Scott Adams, creator of the “Dilbert” comic strip, is sitting on your shoulder? I have to admit, sometimes I do. This week, he’s lampooning the idea of hiring for cultural fit — something we at Geonetric have recently started intentionally focusing on.

It’s often amusing … and fairly easy … to joke about trends. Because frankly, any business concept, taken to its illogical extreme, has negative aspects and can be a target for ridicule.

But here’s the thing: a bad hire is expensive. We all know that. There’s all kinds of research that shows bad hires cost companies not just in terms of the time and resources to hire and train employees, but also in missed sales opportunities, lower client satisfaction and retention, strained employee relations, and potential legal issues. It’s often said that companies traditionally hire for skills and fire for behavior.

Of course, no one is hiring ONLY for cultural fit. At Geonetric, we use a combination of interviewing approaches — skills tests, personality assessments, behavioral interviewing, etc. — to get at a candidate’s ability to perform a job well within the team environment we’ve created.

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Navigating Content Quality Signals in a Post Authorship World

Image of a tombstone with Google Authorship inscribed upon it
Late Thursday afternoon before Labor Day, John Mueller, notable Webmaster Trends Analyst at Google, dropped some news that gave some of us enough heartburn to last through the celebrations and festivities of the long weekend. Writing in a post on Google+, he revealed, “[W]e’ve made the difficult decision to stop showing authorship in search results.”

If you read this and subsequently spent your weekend alternating between your bottle of Pepto and whatever beverage you happen to hold in your beer koozie, here’s a quick take on what happened, and what it means for your content plans going forward.

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What Hospital Marketers Can Learn from the Ice Bucket Challenge

alsicebucketHave you logged into Facebook today? If so, you’ve likely seen at least a few new ice bucket challenge videos in your news feed. And it’s not slowing down! In fact, the Geonetric client advisor team was recently nominated — and accepted — the challenge. It’s simple. Pay a $100 donation toward ALS research to stay dry, or donate $10 and dump a bucket of ice water over your head. Then, nominate your friends to do it.

Here’s what we learn from this viral campaign, which has raised over $88 million in a matter of weeks:

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Google Releases “Pigeon” Algorithm Update

pigeon
One thing we know for sure in the world of SEO is that change is the only constant. Last week, Google made yet another algorithm change, this time targeting the location-specific search results.

And, yes, this one was also named after an animal. We would like to introduce you to “Pigeon!” (We’re not in charge of the names here. Promise.)

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The Eight Steps of a Successful Health Content Library Integration


Word Health written in search bar on virtual screen.

Licensing a health library is the right decision for most organizations. It promotes your hospital’s expertise, helps serve patient education needs, and helps fill waiting room seats and physician schedules. But just licensing a health library does little to help you realize these benefits. In fact, the value your organization gets from its health library is directly related to how effectively it is integrated with your website. A health library that is merely attached to a website provides visitors with a clickpath to health information, but returns little of the value that a fully integrated health library does.

The following sections describe options for integrating a health library, starting with the most basic and proceeding to more advanced – and valuable – types of integration. Read sequentially, each section is an integration step that moves the organization from a rudimentary attached health library that provides minimal value to increasingly sophisticated health library integrations that provide maximal value.

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Images: Your Organization’s Welcome Mat

www.milfordregional.org

www.milfordregional.org

We’ve all done it. We’ve all ordered the burger on the menu that has a picture accompanying the description. Why do we do this? Because it lets us become familiar with our food before it arrives.

Using your own images on your website entertains the same concept. The images you use should be a welcome mat for your visitors, making sure they feel familiar with your waiting room, your staff, or your gift shop, before they walk through the door.

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Don’t Get Left Behind: Twitter’s New Profile Design Rolls Out

new twitter profile header

Back in February I gave a head’s up that Twitter was experimenting with a profile design. At that point only profiles deemed ‘early adopters’ received the new design and Twitter recorded how those users interacted and utilized it. Apparently Twitter liked what they saw; they’ve rolled the new profile design out to all Twitter profile pages.

Most marketers use Twitter through APIs like Hootsuite, Tweetdeck or the Twitter mobile app. To apply the new profile design on your account or the accounts you manage, you need to log in to Twitter’s actual website. A prompt will appear in a blue box encouraging you to take a brief tour of the new design. The prompt highlights the major visual changes of the redesign including:

  • Bigger profile header image (recommended size: 1500×500 pixels)
  • Bigger profile image (recommended size: 400×400 pixels)
  • Pinning a Tweet to the top of your feed

But there is more to the new design than what you’ll find in Twitter’s tour. To save you time, I made a list of action items you should apply to all your Twitter accounts right away.

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Measuring Your Content Investment

cost-benefits-content-marketing-roi

You know how great it feels to lock in that final jigsaw puzzle piece and see the entire picture. Wouldn’t you love to capture that same warm glow when you look at the website content for your hospital or health system? Of course you would! And you can—if you apply relevant metrics that will help you discover the value of this major marketing investment. So, what does it take to measure content ROI?

Business Goals Drive the Bus

Everything starts—or should start—with your business goals, which should incorporate your users’ goals too. You can figure out what’s important to measure by understanding what you and your users want to accomplish. But stay focused. Don’t bite off more than you can chew—at least, not when you’re getting started. Just because you can measure something doesn’t mean you should. You don’t want to get sucked into the big black hole of tracking data for data’s sake. You want to focus on meaningful measurements in order to get results that can truly help guide the decisions you need to make about creating valuable content.

Take the Long View

Whether your healthcare organization wants more patients to pay their bills online or you’re interested in expanding your social media relationships, the key is to set up measurements that will track your goals. And it’s important to remember that you must stay in the game for the long haul. Arnie Kuenn, experienced content marketer and president of Vertical Measures, notes: “Content marketing is different from other forms of online marketing in that it does not always deliver ROI quickly. It may take weeks or months for a piece of content to be discovered by people and the search engines.” So don’t give up too early. A week’s worth of data doesn’t tell you much; a month’s worth—or a year’s worth or more—really starts to create a valuable knowledge base that can inform your next steps and make all the effort worthwhile.

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Infographic: The Answers You Need to Benchmark Your Hospital’s Web Initiatives!

There’s no question knowing how you compare to your hospital and healthcare peers is helpful. Do you invest enough in digital marketing? How does your team stack up? Does your website have the right functionality? Are you using the right social media channels?

The list of questions goes on and on. Want to know the answers? Check out this infographic!

It shares highlights from Geonetric’s recent comprehensive industry survey. More than 250 healthcare marketers just like you told us their top eHealth challenges and biggest priorities for 2014. And it’s time for you to find out… is your website ahead of your peers? Or behind? Are you understaffed and under budgeted?

Survey_Infographic