Ninety-three percent of marketers will be maintaining or increasing how much they are spending on social media advertising in 2014, according to a new report from eMarketer. But where should healthcare marketers be focusing their attentions to get the most bang for their buck, not to mention their valuable time?
Social media strategy in 2014 will shift focus away from increasing the number of likes/followers your brand has to engaging your target audience through organic interactions. Marketers will need to adapt quickly across many social media channels in order to incorporate micro-video, image-centric content and native advertising into the mix. And finally, if you haven’t built out your brand’s Google+ profile yet you are already behind.
Keeping physicians happy, adhering to brand standards, and making a site user-friendly can sometimes be a balancing act. But Avera Health has accomplished all three items with its updated provider directory.
Geonetric worked with Avera Health take VitalSite’s already advanced provider profiles a step further. We gave the physician profiles a facelift adding in more interactive features such as videos and a dynamic blog feed that pulls in blog posts written by that specific doctor. The location information (including secondary locations) are clearly displayed to make it easy for visitors to find a provider in a certain area.
We also simplified the physician search results by changing the layout and indicating physicians that have a video. A print button was also added that allows users to print their search results.
Making a few changes can have a big effect! Feedback has been very positive, a win-win for users and providers!
Are you ready to dust off your provider directory and spice it up? Not sure where to start? Let us know – we’d love to help!
As healthcare marketers we enjoy being in control. So coming to grips with the fact that sometimes we’re not in control can feel quite uncomfortable. This growing reality was difficult to swallow a few years ago and even more so today. We need to embrace the fact we can’t control every single piece of the consumer experience. Sounds radical doesn’t it? Not being in control goes against the very nature of who we are as human beings and how we strive to become even more valuable as marketers to our communities.
Does giving up control mean losing control of your story or message? I submit to you, if done correctly, it does not.
I recently returned from the 2013 SHSMD annual conference in Chicago. And let’s just say I am a new man. I have a new found pep in my step.
As a creative director interested in the current state of healthcare marketing, the SHSMD annual conference offered me a Cliffs Notes overview — packing a lot of learning and face-to-face interactions into a short span of time.
Thankfully, I returned from SHSMD13 with confidence that Geonetric is doing things right. Here are a few observations:
A few years ago Alicia Jansen, associate vice president at MD Anderson Cancer Center had a problem on her hands. As she explained at the SHSMD Annual Conference, potential patients were having a hard time getting that first appointment. In addition to being scared and emotional with a new cancer diagnosis, they had to jump through a lot of hoops to get something scheduled. There was a lot of back and forth as well as repeated paperwork. So Jansen decided to take on the project and make the experience better.
After analyzing the procedures and talking to the call teams, she decided to create an online experience that would make the process easier on patients and the clinics.
With the new site live and performing well, Jansen shared these keys to engaging and empowering patients online – and provided lessons learned:
Using online Voice of the Customer (VoC) panels help improve consumer satisfaction by fostering collaboration with a customer through online surveys and communities to uncover sentiment, satisfaction and loyalty. As healthcare marketers we are no stranger to focusing on the entire consumer experience, not just one piece of the pie. With quite a few healthcare organizations moving towards expansive, integrated delivery networks, it’s no surprise that continually measuring consumer interactions have become increasingly important.
What stood out most to me at SHSMD’s Annual Conference was the focus on improving consumer satisfaction. The topic of how to improve the consumer experience was repeatedly incorporated into the sub-text of each conference breakout session conversation during lunch, one-on-one conversation and client dinners. Companies with consistently high customer satisfaction like Amazon.com, Marriot International and Southwest Airlines view great service as a continual challenge.
Genesis HealthCare System in Zanesville, Ohio is doing something many healthcare systems across the country are doing – building a new medical center. And they wanted to keep the community informed with the building progress and involved in the project. So we helped them build an interactive virtual tour that does just that.
It can be hard to find the right doctor.
And let’s face it, people are pretty picky. Some care about gender. Others care about age. Some care about where the doctor went to school. Or if the doctor has a MD after his name or a DO.
And some care about all of the above.
So how do you help these picky health consumers in your community connect with one of your doctors? With an awesome online physician directory!
Does your organization have great quality data but no way to share it? Are you required by law to report quality information? Is your organization looking for ways to become transparent to your patients?
Locations, services and physicians, oh my! Crozer-Keystone Health System’s Brinton Lake is a comprehensive outpatient complex in Glen Mills, PA.
Since the Brinton Lake complex offers an extensive number of services at various locations, Crozer-Keystone was concerned about usability and making sure site visitors could find the providers, services, and location information they needed.
Is your hospital website ahead of your peers or are you falling behind? Are you understaffed and underbudgeted? Are your competitors push into digital marketing leaving you in the dust?
The one question I hear most often from healthcare Web professionals is “How are we doing compared to everyone else”?
Every so often, I see a flurry of friends reposting information (on Facebook) about how Facebook has made dramatic changes engineered to compromise their security and privacy and generally drag them, kicking and screaming, towards their personal destruction. That is UNLESS you take these few simple steps…
The posts are generally some variation on the following:
Content is one of the biggest pieces of a hospital’s website. It’s also one of the most overlooked.
If done well, your content will help you acquire new site visitors, educate your community, and persuade them to seek out your services.
If done poorly, your content can leave site visitors looking to your competitor for answers.
How do you take your content from weakness to asset? Geonetric’s Vice President Ben Dillon has the answers.
In his Ask the Expert column “How Do I Best Create Valuable Website Content?,” which appeared in the April 2013 issue of eHealthcare Strategy & Trends, Ben details how to use content to build awareness of your organization and encourage people to act.
Using best practice examples from heavy-hitting organizations like National Jewish Health and HCA’s Capital Division, Dillon showcases how to make sure your content achieves your online goals.
He even goes a step further and gives tips for making the most of third-party health content libraries and explains what to look for when hiring outside writers.
Check out the article and get started on the path to content excellence.
The most common place where technological solutions go wrong is that they’re built for the person building them and not for the person who will be using them.
Where teams fail is not that they don’t intend for the solution to work for the target audience but rather an inability to recognize they are not a member of that target audience. This is not as obvious as you might think. If you’re building a website for cancer patients, the challenge is not that you believe yourself to be a cancer patient. Rather, the gap is in realizing an actual cancer patient is going to use the tool differently than you will.
This phenomenon has a name – The Malkovich Bias: The tendency to believe that everyone uses technology the same way that you do.
The name was first shared by Andres Glusman of Meetup.com in his blog and has, apparently, worked its way quickly into the psyche of the user experience (UX) community (you can listen to Glusman talking about the concept and UX testing in this video). The concept refers to the movie Being John Malkovich. At some point in the film, just about every character gets the opportunity to be Malkovich, but even given the same tool, they use Malkovich in entirely different ways.
We see the same thing in technology. For example, I use Twitter for content curation and to engage with others at tradeshows and conferences. I’ve been on long enough to know that others use it to crowd source their breakfast menu or as a form of very public group chat. I couldn’t imagine using it that way. Likewise, following 2,000+ people, I couldn’t imagine using the original SMS-based interface, but there are many users without SmartPhones or regular Internet access for whom Twitter is a text message-based solution today. They use these tools very differently from the way I do. Point is, if I’m planning to reach them with Twitter, the way that I use the tool doesn’t really matter.
So how do we get beyond our Malkovich biases?
- Realize that the bias is there: First and foremost, we need to actively question our assumptions when working on a project. If you work in healthcare and spend a lot of time online there are many things that you could throw at a user which won’t make any sense to them at all.
- NIHITO: For those of you not familiar with Lean improvement strategies, NIHITO stands for Nothing Interesting Happens In The Office. In other words, get out and spend some time with your customers/end users. And not just once, but regularly.
- The only thing that matters is what actual users actually do: You look at a piece of technology and know exactly how it works and how you use it. You can even run tests in a usability lab to get an outside perspective. Sometimes even the best designed products can be misunderstood.
- Iterate on innovation: We all try to check things off our to-do list and call them done. Real innovation requires risk taking, experimentation, measurement and adjustment.
Where have you found your Malkovich biases? How do you overcome them? Share your thoughts in the comments below!