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5 Tips to Help You Create Awesome Content to Market Your Healthcare Practice

Posted on November 9, 2016 I Written By

The following is a guest blog post by Alex Membrillo
alex-membrillo-head-shot
While the phrase “content is king” has surely worn out its welcome, there’s no denying that one of the most effective ways to get noticed, build an audience and grow your practice is to produce high-quality content.

The “blog” is still the most thought-of content type out there, but in more recent years, healthcare practitioners are testing out new waters, such as video marketing and podcasting.

Regardless of your preferred form of content, one of the biggest struggles the busy healthcare professional encounters when trying to market his/her practice is finding ideas to talk about.

These 5 tips should help you create awesome, high-quality content that will demonstrate your expertise and expand your reach to new prospects.

1. Look no further than your calendar
Each month marks at least one – if not a handful of – observances related to the healthcare industry. October, for example, is Breast Cancer Awareness Month. November is American Diabetes Month. June 27 is National HIV Testing Day.

Each of these observances provides a foundation and direction for you to create content around. For October, for example, you could create four blog posts (scheduled once per week) that discusses a different perspective of breast cancer.  For June 27, you could create an infographic that outlines what to expect when getting tested for HIV.

The benefit of turning to your calendar for content ideas is two-fold:

  1. You can plan your content well in advance, so that you’re never left scrambling at the last minute
  2. You can take advantage of the social conversations going on in places like Twitter and Facebook (using hashtags or tagging key influencers helps immensely)

You can turn to Healthfinder.gov to get a list of the observances taking place each year.

2. Tap into the existing news trends
One thing you can always count on is that health and sciences will always be covered in the news. Whether it’s a breakthrough drug, a new form of alternative care, a controversial surgery or statistics that demonstrate a trend in human health (such as obesity), health is always on the front-page, so to speak, of news.

This is a tremendous opportunity for you to create relative, real-time content that folks are talking about at this very moment.

If, for example, Good Morning America just aired a segment on the latest development on the Zika virus, you can be certain that millions of folks will be searching online – and on social media – for terms related to Zika.

By producing your own commentary or perspective on the matter, you can win over some of this traffic and come across as an expert and influencer.

3. Find out what your audiences want to know about
The whole purpose of creating quality content is to provide something of value for folks who conduct online searches.

What better way to produce relative content people actually care about than to go straight to the source?

You can do this a few different ways:

  1. Conduct a survey on your blog or through email, asking your readers what topics they’re most concerned about or would like for you to cover. Survey Monkey is a good free tool to use.
  2. Look at the blogs and social profiles of your local and national counterparts. What are they writing about that seems to have garnered audience response?
  3. Use keyword research. If you know who your audiences are, then you can figure out what search terms they use on Google. These key terms will serve as the subject matter of your content.

4. Don’t resist the list
One of the most effective types of blog posts is the “list.”

5 Ways to Reduce Stress at Home. 10 Reasons to Lower Your Salt Intake.

These types of articles speak directly to the human mind, which likes to group and classify things. A list article tells the reader: This is what you’re going to get, nothing more, nothing less. Readers like this, because they know they’ll be able to skim the list and absorb its value without having to commit to a ton of reading.

Just by thinking in “list” form, you’ll likely come away with a few story ideas. If, for example, you’re an orthopedic surgeon, think to yourself, what would my readers want to know? Perhaps you might come away with ideas such as:

  • Five Ways Runners Can Reduce Joint Pain
  • 7 Reasons Why You Don’t Need Back Surgery
  • The 3 Exercises You Can Do at Home to Strengthen Your Bones

5. Go ahead – reuse, recycle, repurpose!
If you’ve actively been producing content, then there’s no need to reinvent the wheel each and every time. Why not go back over your existing content and figure out a way to spin it into something new?

Is there a new angle you can focus on? Hospitals, for example, could take an article that highlights one field and rewrite it to focus on another one.

Perhaps an article you wrote last year is outdated and could benefit from the inclusion of the latest study or statistics. Create that new post, and link to the original one.

Let’s say, for example, you’re a plastic surgeon who wrote a popular blog post last year about the use of Botox for patients suffering from excessive sweating (hyperhidrosis). Since then, you’ve had a few clients see remarkable benefits from this procedure. You can then update your blog post with patient testimonials and promote it again across your digital channels.

Billions of content is produced daily – getting noticed can be a challenge

As a healthcare professional, your time is already extremely limited, but you know the importance of marketing in order to grow your practice.

Use these 5 tips above to help you quickly come up with high-quality pieces of content that’ll attract your prospects and demonstrate your expertise.

About Alex Membrillo
Alex Membrillo is the CEO of Cardinal Web Solutions, an award winning healthcare marketing agency based in Atlanta, GA. His innovative approach to digital marketing has transformed the industry and delivered remarkable results to clients of all sizes and markets. Visit www.CardinalWebSolutions.com to find out more about Cardinal Web Solutions.  

Follow him on Twitter @Alex_Membrillo

Ways to Grow and Market Your Medical Practice – Healthcare Scene “Minute”

Posted on October 8, 2015 I Written By

John Lynn is the Founder of the HealthcareScene.com blog network which currently consists of 10 blogs containing over 8000 articles with John having written over 4000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 16 million times. John also manages Healthcare IT Central and Healthcare IT Today, the leading career Health IT job board and blog. John is co-founder of InfluentialNetworks.com and Physia.com. John is highly involved in social media, and in addition to his blogs can also be found on Twitter: @techguy and @ehrandhit and LinkedIn.

If you also read EMR and HIPAA (which you should), then you probably read that I hosted today’s #KareoChat where we discussed how to grow and market your medical practice. It was a lively discussion full of great insights.

After the chat, I decided it would be useful to hop on Periscope and share a Healthcare Scene “Minute” covering 4 insights into growing and marketing your practice that I gleaned from the chat. In case you missed it live, here’s the video recording below:

If you’d like to dive deeper into the topic, you can read the full transcript from today’s chat or check out the Storify that Kareo put together.

Let us know what you think about the 4 medical practice marketing insights I talk about in the video in the comments below.

Full Disclosure: Kareo is a Healthcare Scene advertiser.

Healthcare IT Marketing and PR Conference – and the #HITMC Twitter Chat

Posted on January 21, 2015 I Written By

John Lynn is the Founder of the HealthcareScene.com blog network which currently consists of 10 blogs containing over 8000 articles with John having written over 4000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 16 million times. John also manages Healthcare IT Central and Healthcare IT Today, the leading career Health IT job board and blog. John is co-founder of InfluentialNetworks.com and Physia.com. John is highly involved in social media, and in addition to his blogs can also be found on Twitter: @techguy and @ehrandhit and LinkedIn.

Regular readers likely noticed the banner ad at the top of EMR and EHR which links to the Healthcare IT Marketing and PR conference (HITMC) that we organize. This event is shaping up to be absolutely fantastic. We’ve just started adding the speakers to the conference website, but I’m thrilled by the quality and variety of speakers that we’ll be having at HITMC 2015.

For those not familiar with the event, we bring together a few hundred of the very best Healthcare IT marketing and PR professionals. This year we’ll be hosting it at the nicely remodeled SLS Las Vegas hotel. No doubt you’ll see members of the HITMC community all over the hotel throughout the two days of the conference. Plus, this year we’re doing some early bird social events to really give attendees a great opportunity to connect.

Along with connecting with your peers, HITMC 2015 will include two days of amazing content on a wide variety of topics. Some of these topics will include:

  • Content Marketing
  • Best Practices for Social Media Marketing, Email Marketing and Search Engine Optimization (SEO)
  • Lead Nurturing
  • Effective PR
  • Marketing Automation Tools
  • Event Marketing
  • Case Studies from Health IT Companies
  • Much much more…

If you’re interested in healthcare IT marketing and PR, you’ll absolutely love this event. Along with all the learning, connecting, and sharing at the event, we also have some fun together too. Early bird registration for the event ends on 1/31/15, so register now to save $500.

For those interested in getting a small flavor for the event, we’re hosting a #HITMC twitter chat on Tuesday, 1/27 at Noon ET (9 AM PT). We hope that many of you can join us as we chat about the challenges associated with healthcare IT marketing and PR.

Key Insights from Healthcare B2B Social Marketing Strategies #HITMC Twitter Chat

Posted on June 30, 2014 I Written By

John Lynn is the Founder of the HealthcareScene.com blog network which currently consists of 10 blogs containing over 8000 articles with John having written over 4000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 16 million times. John also manages Healthcare IT Central and Healthcare IT Today, the leading career Health IT job board and blog. John is co-founder of InfluentialNetworks.com and Physia.com. John is highly involved in social media, and in addition to his blogs can also be found on Twitter: @techguy and @ehrandhit and LinkedIn.

I previously posted the topics for the first #HITMC Twitter chat that was supported by @billians and @porterresearch. Billian put together a recap of the Twitter chat using storify which is worth checking out. My partner in Influential Networks, Shahid Shah (The Healthcare Guy), took notes during the Twitter chat and put together this really great discussion summary for the 5 questions.

Topic 1: How can healthcare B2B marketers use social selling to their advantage?

  • Most healthcare sales are “local” and selling is inherently social; using social to identify trends and implications is great start. #HITMC
  • When selling socially, audience development is key; use local topics/trends to draw community attention before discussing solutions. #HITMC
  • When selling socially, don’t try to broadcast messages applicable nationally – focus locally on what matters to specific audiences. #HITMC
  • When discussing products, draw clear lines from real customer problems to your solutions including how to operationalize. #HITMC
  • When describing solutions, figure out what kind of audience participation around objections and clarifications is necessary. #HITMC

Topic 2: What suggestions do you have for healthcare B2B marketers beginning on social?

  • Imagine creating an event and consider what kind of audience you’d like to talk with; develop messaging around that audience. #HITMC
  • In the imagined event think about why people would come to your event (social is about “events” and “audience”). #HITMC
  • Craft a simple marketing messaging document that considers audience participation and what you’d like to hear from them. #HITMC
  • Don’t just figure out what you want tell the audience, that’s not social. Community participation is social. #HITMC
  • Once you know your audience and how you’d like them to participate then choose medium – FB, LinkedIn, Twitter, Blogs, etc. #HITMC
  • Don’t choose medium first, create audience development and community participation plan, topics, trends, etc. first #HITMC

Topic 3: How can Facebook be of use to healthcare B2B marketing strategies?

  • FB is best used for B2C (patient) as opposed to B2B but is useful in certain B2B circles when dealing with healthcare staff. #HITMC
  • To reach healthcare company staff, FB is great to start audience-specific discussions around specific jobs and problems. #HITMC
  • B2B is still a person to person sale but the person you’re selling has an organizational responsibility to be considered. #HITMC
  • Once you know the organizational responsibilities and purchasing decision, budgeting, then use that to inform FaceBook content. #HITMC

Topic 4: How can healthcare B2B marketers ensure the success of content on social?

  • News & views content is less useful and not as evergreen as actionable advice or content meant to teach something. #HITMC
  • In B2B, focus on content that is meant to help someone get their job done, not entertain or enlighten to just give news. #HITMC
  • Successful content will saved, e-mailed, or shared in some way. If your content isn’t saved or shared consider it a failure. #HITMC
  • If you know your audience, their roles, their responsibilities, etc. you can teach them something or lighten their research load. #HITMC
  • All of us have jobs to do during the day; the content that helps eliminate some research we have to do or finish a job wins. #HITMC

Topic 5: Why is social listening an important factor in successful B2B marketing?

  • There is no such thing as social marketing or social selling without listening.  #HITMC
  • If you don’t listen, you’re talking. Usually when you talk without listening you focus on the wrong person (yourself). #HITMC
  • Listening allows you to demonstrate authenticity, which builds confidence in your brand, which makes you believable. #HITMC
  • People, especially B2B, only buys from you when you’re authentic and believable because mission critical jobs are at stake. #HITMC
  • Recognize that nobody cares about you or your company. Not listening confirms people’s suspicions about your inauthenticity. #HITMC
  • Listening allows you to develop a better audience and find out their problems; you can solve issues or provide better content. #HITMC
  • Listening allows audiences to inform your marketing calendar, event participation, tell you about problems, solutions sought, etc. #HITMC

Thanks to everyone who participated in the chat and contributed to the conversation. I was excited that the chat produced 279 tweets and almost 1.4 million impressions. You can find the full transcript of the chat here. If you have other comments on these subjects, please add them to the comments of this post.

Healthcare B2B Social Marketing Strategies #HITMC Twitter Chat

Posted on June 25, 2014 I Written By

John Lynn is the Founder of the HealthcareScene.com blog network which currently consists of 10 blogs containing over 8000 articles with John having written over 4000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 16 million times. John also manages Healthcare IT Central and Healthcare IT Today, the leading career Health IT job board and blog. John is co-founder of InfluentialNetworks.com and Physia.com. John is highly involved in social media, and in addition to his blogs can also be found on Twitter: @techguy and @ehrandhit and LinkedIn.

I’m really excited to be hosting a twitter chat with the great people at @billians and @porterresearch. You’ll find me participating in the Twitter chat using @ehrandhit and @techguy. If you’d like to join in on the conversation, follow the hashtag #HITMC on Thursday, June 26th @ 1pm ET.

Using the link above you can follow along with the chat, but even better is for you to join in on the conversation. Just add #HITMC to your tweet and you’ll be part of the conversation. Nothing to it.

We’ve put together the following 5 healthcare B2B topics for tomorrow’s Twitter chat discussion. There are some meaty ones in there for those that care about healthcare B2B marketing.

Topic 1: How can healthcare B2B marketers use social selling to their advantage? 
Suggested Reading: Social Media in Healthcare Marketing: Making the Case

Topic 2: What suggestions do you have for healthcare B2B marketers beginning on social?
Suggested Reading: 5 (Relatively Simple) Steps To B2B Social Media Marketing Success

Topic 3: How can Facebook be of use to healthcare B2B marketing strategies?
Suggested Reading: Using Facebook for B2B Healthcare Marketing: 5 Top Tips

Topic 4: How can healthcare B2B marketers ensure the success of content on social?
Suggested Reading: Strategies for Effective B2B Healthcare Marketing Content Creation

 Topic 5: Why is social listening an important factor in successful B2B marketing?
Suggested Reading: Why Social Media Listening is Important for Brands

Looking forward to hearing your thoughts on the above topics. Should be a lively conversation similar to what we started at the Health IT Marketing and PR Conference.