Online Reputation Management for Doctors
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Online Reputation Management for Doctors
Curated and Written Articles to help Physicians and Other Healthcare Providers manage reputation online. Tips on Social media, SEO, Online Review Managements and Medical Websites
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How to promote health-related products with digital marketing

How to promote health-related products with digital marketing | Online Reputation Management for Doctors | Scoop.it

1. Purchase paid search advertising

Paid search advertising is a form of digital marketing in which you purchase ads for search engines like Google, Bing, and Yahoo.

 

Google AdWords is the most popular paid search platform, most likely because Google enjoys close to 93 percent of search engine traffic, according to Statcounter.

 

There are a number of reasons to consider paid search advertising to promote health-related products.

 

First, your practice has an equal opportunity to rank for highly competitive keywords. This is unlike organic rankings, which take into account a number of website factors like page speed and mobile-friendliness.

 

With paid search advertising, the highest bidder always wins the top spot.

 

Another reason to consider this form of digital marketing is that paid search ads bypass the waiting period that often accompanies achieving a high organic ranking.

 

This means you benefit from instant visibility. Better visibility means your product will receive more clicks, your healthcare website will see more traffic, and your product sales will likely increase.

 

A third reason to consider paid search advertising is that it allows for uber precise audience targeting, which ultimately helps you reach your ideal patients.

 

In Google Adwords, for example, you can target demographics such as gender, age, and household income. You can also exclude demographics if you know certain audiences would not be interested in a particular product.

2. Publish product-centric blog posts

Blogging is a digital marketing tactic that’s proven to boost organic search rankings and increase healthcare website traffic over time. This is because search engines like Google regularly crawl websites for new content.

 

When you publish blog posts about your products, search engines surmise that your practice is an authority on those products, and they feel confident sending searchers to your site.

 

According to HubSpot, companies that blog receive 55 percent more visitors than companies that do not blog.

 

Additionally, blogging can help position your practice as the go-to place for particular products in your area.

 

Blogging also allows you to go into greater detail about your products — detail you might not be able to provide via a product page located elsewhere on your healthcare website. Plus, with blog posts, you can offer a different perspective on products, whether that’s a product review or comparison.

3. Discuss products on social media

Social media is an ideal digital marketing platform to promote out-of-pocket products. One reason is because social media is widely used and regularly accessed.

 

According to the Pew Research Center, 73 percent of U.S. adults use YouTube, 69 percent use Facebook, and 37 percent use Instagram. Fifty-one percent of YouTube users, 74 percent of Facebook users, and 63 percent of Instagram users access the sites at least once per day.

 

Another reason to use social media for healthcare marketing is that people actually want to consume the content healthcare practices share.

 

According to a survey by the American Osteopathic Association, two-out-of-five adults said they already are or would like to follow their healthcare providers on social media.

 

And according to a PwC report, 61 percent of people are likely to trust information posted by healthcare providers.

 

To ensure people are seeing your product posts, you can invest in sponsored content. Similar to paid search advertising, sponsored content allows you to target highly specific audiences.

 

On Facebook, for example, you can specify demographics like gender, age, and location as well as interests and behaviors. According to Sprout Social, 65 percent of people who engage with a social media advertisement will click through to learn more about the topic at hand.

4. Send marketing emails to patients

Although many healthcare practices exclusively focus on attracting new patients, marketing to current patients is also worthwhile. According to RJMetrics, 68 percent of customers won’t make a second purchase.

 

But, if you can get people to make a second purchase, 53 percent of them will make a third. With each successive purchase, the likelihood of them coming back increases.

 

Email marketing is a tried-and-true digital marketing tactic for getting patients to make first, second, and third purchases (and so on). Not only do 97 percent of people with a personal email address check their accounts at least once every day, according to the Direct Marketing Association (DMA), but nearly six in 10 people say they prefer email communications from brands above any other channel.

 

Also, email marketing is proven to influence people’s behavior. According to the DMA, 40 percent of people say they would click on a link in the email if they found the email “interesting.” An additional 27 percent of people said they would be likely to go to the company’s website, just not directly from the email.

 

Display signage and other in-office promotions will always be important for selling health-related products. However, if you want to reach people beyond those coming into your office, you must branch out into digital marketing. 

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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Three Reasons Social Media Should Be a Strategic Priority for Clinical Trials

Three Reasons Social Media Should Be a Strategic Priority for Clinical Trials | Online Reputation Management for Doctors | Scoop.it

The rise of digital media has revolutionized healthcare, empowering patients to conduct their own medical research and make their own decisions about treatment. Increasingly, clinical trial sponsors and CROs are recognizing this trend and adjusting their recruitment strategies in order to remain in-step with shifting consumer preferences. That “adjustment” has primarily entailed moving away from traditional advertising outlets (TV, radio, print) towards digital marketing channels in order to reach more prospective participants, and to do so in a more targeted, ROI-positive manner.

As social platforms like Facebook have matured and proliferated over the past five to seven years, it’s emerged as a powerful clinical recruitment engine. Here are a few of the key reasons sponsors and CROs should seriously consider adding social media marketing into their digital recruitment strategies.

1. Reaching a Wider Audience

In the past, one of the biggest roadblocks to patient recruitment success has been connecting a large enough number of patients with relevant clinical research opportunities in a cost-effective manner. Traditional media casts a wide net, but in addition to being expensive, there’s no real way of guaranteeing the message will actually reach your desired audience.

Data indicates that the industry’s approach to raising awareness has been largely ineffective. For example, NIH research suggests that some 85% of cancer patients remain unaware of active clinical research opportunities, even though 75% of them say they would be willing to participate if they did. What’s more, the efficacy of traditional tactics for patient education and referrals seems to be diminishing quickly — for example, a recent Tufts CSDD report indicates that only 0.2% doctors and nurses actively refer their patients to clinical trials.

Social media presents an opportunity for sponsors and CROs to reach an absolutely massive audience with the resources and information they need to enroll. For example, Facebook’s user base is now more than two-billion strong, which includes 100% representation for many chronic and/or rare conditions, such as Parkinson’s and Alzheimer’s.

2. Communities and Support

One of the biggest developments associated with the rise of social media is the mass proliferation of online patient communities. A recent Health Union survey of more than 2,200 chronic care patients found that 26% use the platform once or more every day for health, and more than 50% on a monthly basis. Many are looking to condition-specific Facebook pages for guidance and other information from others suffering from the same affliction, in large part because social media users are so vocal about their experiences — even personal ones.

The Health Union study found that approximately 49% of respondents had “posted or shared a personal story or content online and 48% have shared a health-related post, photo or video that was not their own.”

The study explains, “The desire to explain their condition drives most of those who posted or shared content online, along with managing or coping with the symptoms...content that promotes understanding and support for these conditions receive the highest levels of engagement in social media.”

What’s clear is that patients are receptive to the information they come across on social media — as such, clinical trials should make social media engagement a priority in order to increase patient awareness and connect with more potentially qualified participants.

3. Social Media Advertising Works

In any marketing campaign, one of the main factors determining the ROI will be whether or not you can get the right materials in front of the right audience. Unlike traditional print, radio, and television ads, social media advertising platforms like Facebook offer powerful targeting tools that allow clinical trials to reach niche patient segments.

Sponsors and CROs can design campaigns around specific inclusion/exclusion criteria, such as age, sex, ethnicity, geographic location, and demonstrated interests, ensuring that the ads are being shown to only the most qualified candidates and increasing the likelihood of conversion.

At the end of the day, clinical trial sponsors and other stakeholders involved in patient recruitment need to recognize that social media is no longer a novelty. Rather, it’s become an established, trusted resource for consumers looking for health-related information and support. Utilizing it isn’t just about keeping R&D costs under control — it’s about making it easier for patients suffering from serious illnesses to get the information and ultimately, the care they need.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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