"The Importance of Infographics": As Told By An Infographic

If there's one thing we all know with certainty, it's that we're in the age of the infographic. At first it was all about content marketing: write as much as you can, make it compelling, churn it up and expel it onto as many platforms as you can. Then things changed, and it wasn't just about content anymore, it was about visual content marketing: don't just write as much as you can, find a way to make it pretty, make it visual, make it engaging. We're still living in what will most likely end up being the decade or even century of visual content marketing, but it's clear that we've already segmented even further. In today's marketing world it's all about infographics, baby!

When you look at the statistics out there, it's obvious why marketing has shifted in this direction. We came across Hubspot's 37 Visual Content Marketing Statistics You Should Know In 2016, and we found some visual content and infographic statistics that were literally eye-popping. We don't have time to share them all, but here were a few that we thought were particularly relevant:

1. Researchers found that colored visuals increase people's willingness to read a piece of content by 80%. That's insane.

2. 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated. We can tell you for sure that this is 100% at our company as well.

3. Content with relevant images gets 94% more views than content without relevant images. 

4. Infographics are Liked and Shared on social media 3x more than any other type of content.

5. People following directions with text and illustrations do 323% better than people following directions without illustrations. 

At this point it's undebatable that infographics are one of the hottest trends in our industry, and for good reason. That being said, not all infographics are created equal, and if you're going to put the time and money and effort into creating an infographic then it's vital that you're making sure it's one stellar information-packed piece of visual glory. Because we love the irony of this, here's an infographic from the content marketing geniuses at OneSpot that will help you do just!

3 Summer Campaign Ideas For Your Imaging Center

Summer is approaching quickly, and many of us in healthcare marketing are scrambling for ideas to ramp up our marketing this season. Whether you want to boost engagement on social media, drive traffic to your website, or increase brand recognition, summer is filled with endless marketing potential to adhere to your needs.

There are tons of awesome summer holidays for you to take advantage of this year, from your classic holidays like Mother’s Day and Father’s Day to your less traditional but fun ones like National Ice Cream Soda Day. With so many options out there, healthcare marketers have tons of opportunities for campaign piggy-backs and contests that are sure to see strong engagement from patients.

Everyone loves summer. School kids are rejoicing at the nearing sight of summer vacation and families are already planning their summer getaways. This creates maximum marketing potential and gives your center the range to decide the theme of your campaign that perfectly fits your goals. That being said, with so many options it can sometime be tricky to determine what type of campaign might work well for your imaging center. Here are a few fun summer campaign ideas to help you get the creative juices flowing!

Tie Dye Event

At some point in everyone’s life, they’ve dragged a pile of white clothes outside and shaken up their dye bottles to create a tie dye master piece. If you want to increase your relationship with the public while simultaneously promoting your center and creating an event geared towards people of all age ranges, tie dye is an awesome idea. Offer the tie dye supplies and set up a large enough area where everyone can participate. Make a day of it, offering food and drinks and having some fun summer games set up as well. It might sound a little bit overwhelming, but it doesn’t have to be! Team up with local businesses in the community, it’s a great way of getting sponsors and increasing participation. You can even tie dye for a cause, give participants the option to donate their shirts to a local charity that clothes the homeless.

Summer Fun Photo Contest

The summer months are the perfect time to gather your kids, significant other, best friend, etc., and start on an adventure. This is the season for camping, hiding away in cabins, and sailing away on cruises. Everyone is outside and fulfilling their summer vacation and this is your chance to capitalize on summer fun. Consider running a photo-based contest on social media where you ask participants to share a photo of how they are having fun this summer and give a description explaining their photo. You can offer a summer themed prize to incentivize participants—depending on your budget it could be something smaller like tickets to a theme park or even a sun n’ fun bundle of beach supplies. If you’ve got a larger budget, consider something a little more exciting like a weekend in a hotel or a vacation package! This is a fun way to increase engagement and encourage people to participate. Anything to keep the summer fun continuing!

Fourth of July Trivia

A lot of these campaigns are fun for patients, but what if your center is looking for a small contest to run just for referring physician’s offices? A trivia contest should hit the spot. An easy way to boost engagement among your referring physicians is to run a trivia contest that centers on not commonly known facts about this patriotic holiday leading up to the event. You can do this in the form of a crossword puzzle or a fill-in-the-blank trivia sheet. Pass it out to your physician’s offices, let them fill it out and fax it back in, and then randomly draw your winner. Whoever correctly answers the most amount of trivia by Fourth of July will receive a themed prized. For example, you could offer a firework bundle kit as a prize (even though that might not be the safest prize option!), or maybe even throw a Fourth of July party for the winner’s office. This is a super fun and easy way to get people involved and excited about a contest that you’re running.

Summer is a gold mine for your center’s campaign possibilities. These potential campaign ideas will be sure to engage your audience and get people excited to join your center in this summer fun. Just keep in mind, if your budget is limited, don’t feel as if you can’t participate in creating these contests. If you focus on creating a fun contest, users will be encouraged to participate simply because it is enjoyable in itself. Sometimes the point of entering in a contest is simply to get competitive and have fun! If you need more marketing inspiration for your imaging center, make sure to check up on our blog. We’re always posting fun ideas for healthcare marketing!

The Importance of Content Marketing in Healthcare

Content marketing is, without a doubt, the foundation of great marketing. Want to drive patients to your website and therefore your center? Want to simply find ways to engage with past, current, and future patients? It all starts with great content. As a healthcare marketer in the 21st century, one of your main jobs, if not your MAIN job, is not just to develop engaging content for your practices, hospitals or health care organizations, but also to place it where it's the most likely to drive business and engage patients.  For most healthcare practitioners, that's your website. 

Often times, health care professionals think their website doesn’t really matter when it comes to getting new patients. 100% of the time those health care professionals are wrong. A medical practice’s website is usually the first means of contact the modern patient has with a new physician. A patient’s first impression and experience depends solely on the content on that website, which means if your website is bogged down with irrelevant, boring, or even just poorly organized content, that first impression is going to be a bad one. On the flip side, if you can wow them with an awesome website full of meaty, informative, and entertaining content? Now you've got their attention. 

Let’s discuss some of the ways that great content can help your practice, and how bad content can hurt your marketing efforts.

What is BAD content?

It's important to first distinguish the difference between "great content" and "bad content". "Bad content" doesn't necessarily have to be content that's poorly written, it can be really well written content that's simply organized in a bad way. There are a lot of different things that determine what makes up "bad content", but generally speaking bad content looks like one of the following:

• Unclear or overly clinical language

• Content that's inappropriate for the audience you're trying to reach (i.e. content written for doctors when you’re trying to target patients)

• Duplicated content on multiple pages

• Content that is clearly stuffed with keywords in an effort to improve SEO, to a point where it doesn’t even make sense

• Lack of enough content

• Content that is poorly organized or doesn't "flow" right

How BAD content can HURT you:

1. If a patient can’t find what they are looking for in the first few seconds, they will bounce right off your website. We know this because we've done it.

2. When they leave your website, they will find another option with a more easily navigable website and they will call them instead.

3. A website with bad content could leave a patient frustrated, giving them a negative impression of you before they even walk in your doors.

4. If a patient can’t find an easy way to communicate with you through your website, you could see an increase in cancellations.

5. You could be seen as “old fashioned” and in healthcare, no one wants an antiquated physician who isn’t up on the most advanced technology.

What is GREAT content?

Great content is content that motivates your website’s visitors to take action, guides them through the website and provides the kind of information most of your visitors are looking for on your site. There are a lot of different things that determine what makes great content, but generally speaking it usually follows these rules:

• Content that is relevant to your customers

• Content that is easy to understand

• Content that's interesting and makes readers want to engage

• Content that's well organized and silows readers through to other areas on your website

• Content that utilizes proper spelling, grammar, capitalization/punctuation, and word choice (avoids using "big" words that confuse readers, but still sounds authoritative and intelligent)

How GREAT content can HELP you:

1. The best content can help improve your organic rankings on Google so you can reach more savvy patients searching for your services online.

2. Content can help you drive patients where you want them to go on your website, creating pathways for them.

3. If your goal is to get more patients to schedule appointments, the right content can help you drive more patients to fill out online appointment forms.

4. You can become a valuable online resource for patients, encouraging them to return to your site for more than just appointment booking, but for health tips and medical advice.

5. You will appear more advanced, giving you more control and being seen as an authority in your medical community.

6. Most importantly, great content makes you memorable. It keeps people wanting to come back for more. It's what determines your brand identity in the mind of your patients, and it's what makes them decide whether or not that brand is worth engaging with. 

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Creating content is easy, but creating great content? That's a little more tricky. It's a pretty impressive skill, but it's not one that everyone in the healthcare industry is going to have. That's where we come in. If you're following these guidelines but are still struggling to produce great content that's engaging and relevant to your patients, don't worry. We can help with that. It's not rocket science, it's content marketing, and it's what we do. 

4 Reasons Why Marketing To Baby Boomers Is A Must

We’ve been in healthcare marketing for a very long time, and after over 15 years in the industry there’s one thing we still hear that makes our blood boil.

“Our area has a much older population. Most of our patients are senior citizens, so we just know that using social media marketing won’t be effective.” 

via GIPHY

Tell that to my grandmother, the most active social media user I know. She likes all of her favorite companies on Facebook, she reviews every facility she’s ever been to, and she’s one of the only people I know who actively engages with her healthcare provider’s social media pages. My grandmother is a Baby Boomer, and because of this she’s subjected to the most ridiculous stereotypes, often from people in our own industry.

Healthcare marketers love to talk about who they’re marketing to. It’s just what we do. We talk about marketing to millennials, about how we reach our Generation X’s and our Generation Y’s, but we never talk about the Baby Boomers. Baby Boomers are the most under-appreciated segment of consumers in healthcare marketing, a reality that seems ridiculous when you take into account just how vital they are to our industry. People have lots of excuses for why they don’t market to Baby Boomers, particular through more “modern” channels like social media. It’s time to set those excuses aside, though. Here are four key reasons why everyone in our industry should take the Boomers more seriously:

1.     They’re the second largest group of consumers out there.

There are over 76.4 million Baby Boomers in the United States, making them the generation that up until 2015 made up the majority of the population. Even though they’ve finally been overtaken by the millennials, Baby Boomers still make up the large majority of consumers. More importantly though, Baby Boomers are the generation that is most likely to spend money. They’ve far outspent previous generations and continue to spend more than people from younger generations. They know what they want, and they’re not opposed to paying for it.

2.     They already have a strong personal investment in your product.

One of the biggest draws Baby Boomers have for healthcare marketers is the fact that, generally speaking, they’re already personally invested in the product you’re trying to sell them. Unlike younger generations, Baby Boomers have a profound understanding about the value of good health. While Generation X-ers are more likely to go out of their way to avoid paying for any medical costs, whether they’re injury/illness related or even something as simple as paying for health insurance, Baby Boomers understand the importance of taking care of yourself and know that the costs associated with healthcare are undoubtedly worth it. You don’t have to sell them on the importance of good healthcare, you just have to provide them with the right combination of information, access, and affordability when it comes to marketing your product.

3.     Their online presence is ridiculous.

No longer can we hide behind the outdated stereotype that Baby Boomers are clueless when it comes to technology, that they’re sitting around on their dial-up modems waiting to send an email.  Todays Baby Boomers are more active and tech-savvy than ever. They’re using search engines, social media, smartphones, and tons of other digital devices to search for information and stay in touch with family, friends, providers, etc. More than that, a shocking 82% of Baby Boomers are active members on at least one social media site. That’s a huge percentage of the senior citizen population who’s using social media on an everyday basis, so why wouldn’t you want to take advantage of that and use those platforms to market to them?

4.     They’re actively searching for information about your product.

Not only do Baby Boomers have an incredibly strong online presence, they’re also one of the generations that’s the most likely search for healthcare information online. Over 57% of Baby Boomers have searched for healthcare information online, and the majority of those online shoppers also regularly engage with their healthcare practice’s social media pages. DMN3 has also discovered that more than half of Boomers will actually visit a company’s website or continue their search on a search engine after seeing something on a social networking site.  

Pretty cool, huh. So what does this information mean for healthcare marketers? To put it bluntly, Baby Boomers are one of the most crucial yet somehow under-appreciated group of consumers in the healthcare industry. We know that they care about the services we’re marketing, and we know that they’re regularly utilizing social media platforms and search engines to find information about healthcare and search for providers. We know that they make up the second largest portion of the American population, that they as a generation almost singlehandedly defined modern day consumerism, and that they’re willing to spend money on the things that they value. We also happen to know that their health is one of the things that they value the most.

We know all of these things, and it’s time to start acting on them. The old stereotypes about the Baby Boomers have been shattered. We can’t hide behind those excuses anymore. If you’re in healthcare marketing and you’re not devoting a significant amount of your time, money, and efforts into marketing specifically to Baby Boomers (and yes, this marketing should 100% include social media), then you’re making a huge mistake. It’s time to embrace the Baby Boomers. 

Fangirl Friday: Healthcare Marketing Campaign Spotlight

Healthcare marketing is one of the most under-appreciated branches of marketing in existence. We know this, you know this, and everyone else in the industry knows this. It’s hard to get people excited about healthcare, it’s hard to make what is stereotypically a “boring industry” exciting, and it’s hard to market in an industry where there’s very little previous marketing history to go off of.  

That’s why when we see healthcare marketing campaigns that are truly original, we can’t help but to have a fan-girl moment. We’re so proud of what we’re seeing in the industry today, of healthcare marketing campaigns that impress and inspire and push the rest of us to do better, that bring our industry to the forefront of conversation and get patients excited and engaged. That’s why we like to showcase some of our favorite healthcare marketing campaigns from time to time, to share the ideas with other people in the industry and recognize the campaigns that are making a name for healthcare marketing. So, without further ado, here’s the campaign we think deserves spotlighting this week:

“Ask The ICD” by Medtronic

Medtronic won the 2015 Internet Advertising Competition award for their web-based campaign, “Ask The ICD”. The concept of “Ask The ICD” is awesome. Medtronic created a website where people who had questions about ICD’s (implantable cardioverter defribilators) could, quite simply, get the answers to everything.

The team at Medtronic understood that patients who are told they’ll need heart implants often find themselves flooded with questions. How will it affect the different aspects of their lives? Are they safe? Will they still be able to run marathons? Can they eat their favorite foods? The need to ask and find answers to these questions is totally understandable, but for whatever reason they noticed that many patients refrained from ever asking the questions on their minds, whether it was because they were embarrassed by them or they felt like they were bothering their doctor by doing so.

That’s why Medtronic came up with “Ask The ICD”, a website where patients who were afraid to go to their doctor could go to find the answers to whatever questions they had, regardless of how silly they might seem. Patients simply go to the website and are prompted to type in their questions. They can ask absolutely anything, from scientific questions about the technical aspects of ICD’s to questions about specific lifestyle changes that might result from getting an ICD.

It’s vaguely reminiscent of Burger King’s Subservient Chicken, which would respond to whatever users typed into the screen, no matter how ridiculous the request was. The best part, though? Even though the website certainly has an entertainment value, it’s primary purpose is to educate people on every aspect of ICD’s and to serve as an invaluable resource for patients. It does what we as physicians unfortunately don’t have the time to do: answer each and every question posed by all of our patients, regardless of the time of day or seriousness of the question. “Ask The ICD” essentially acts as a 24-hour support system and resource for people who have ICD’s, may be getting one, or simply want to learn more. It’s a genius idea, and kudos to Medtronic for thinking of it.