5 things your hospital should be doing online.

5 things your hospital should be doing online.

Patients today are relying heavily on the internet for health and wellness needs. Is your hospital prepared? Stay ahead of the curve with these five key tactics.

  1. Provide accurate medical information.

    Fact: 59 percent of adults search online for health information. They research symptoms, treatments and weigh the importance of visiting a doctor. Top search engine result pages (or SERPs) for these searches tend to feature Web MD and Mayo Clinic. Whether you ascend to Mayo SERP heights or not, you should enrich your site with helpful content. Medicinenet provides patient-centered medical info anyone can access, including symptoms, treatment options and fast facts on each illness. Start with the most frequently diagnosed ailments and work your way down.

    Provide accurate medical information.

  2. Use chatbots.

    While live chats are managed by living, breathing humans, they are often unable to respond right away and often demand your email to reply later. Chatbots offer similiar benefits of live people without the people. Chatbots answer questions and guide patients along their journey, saving time and money. Use chatbots on your website and on Facebook Messenger to increase customer engagement.

    Use chatbots.

  3. Let patients schedule appointments online.

    It’s not just Millennials who are accustomed to doing things online. In fact, 96 percent of Americans shop on the web. But hospitals have been slow to adapt to the online marketplace. Nobody likes making appointments by phone, so Mayo Clinic and Henry Ford Health System allow patients to request an appointment online. Although it takes up to three days for a response, it’s a big step forward in making the healthcare more online accessible.

    Let patients schedule appointments online.

  4. Optimize social media.

    Your hospital needs a Facebook and Twitter presence. If you want to up your content, you need video. In 2016, the number of video posts per person on Facebook increased by 94 percent in the U.S. The American Heart Association does a great job of posting short videos explaining safety traning procedures and medical terms. See one here. Can’t make a video? Share one.

    While you’re at it, boost engagement. Reach out to your audience though quizzes and polls. It’s also great to collaborate with partners. Tag partner videos and games and share. Everyboydy wins.

    Want more tips? See these infographics on when and how to post the best content.

    Optimize social media.

  5. Get good reviews.

    Easier posted than done. Still, patients reviewing hospitals, treatments, and doctors is a thing (see RateMDs or Healthgrades). If they’re not doing it on your website, they probably should. According to squared media, 58 percent of consumers say that the star rating of a business is the most important factor they consider when making purchases. Instead of tracking down your review on Yelp and Consumer Affairs, why not put them on your website? You may earn trust and referrels along the way.

    Get good reviews.
    Credit: ratemds.com

We know healthcare. For more, follow the Brogan Healthcare Checkup.

Weekly Recap - July 14, 2017

The more you know, the more likely you are to buy. Discover the role of education in purchase decisions. What’s the average attention span of consumers? When it comes to email, it’s longer than you might expect. Amazon Prime Day came and went, but the showdown between Google home and Amazon Echo continues. (Cue ominous music.) Finally, should your brand look into virtual reality?

DETAILS, Please

How content marketing impacts purchase decisions, brand affinity, and trust. New research from Conductor illustrates the impact of education on purchase decisions and brand affinity.

The short attention span solution for marketers (Hint: it’s email) [infographic]. According to Entrepreneur, 2017 marks email’s 40th birthday, with 1978 cited as the year when the first marketing email was delivered.           

Prime Day brings a price battle between Amazon Echo and Google Home. Both companies drop the prices on their smart speakers, but Amazon’s aggressive discount could win the day.

Is video a game changer for virtual reality? Adoption of virtual reality (VR) headsets hasn’t grown by leaps and bounds.

Meanwhile, back at the RANCH

Write better meta descriptions and improve CTR [with cute animals]. Personally, I dread writing meta descriptions. I really do. So to make the process easier, I included several priceless animals for your viewing pleasure. You’re welcome.

Gen Z: marketing solutions for the next largest generation [data]. In three years, Generation Z (those born after 1996), will account for one-third of the US population. While the general public might be tempted to lump them in with Millennials, Gen Z has its own set of unique values.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

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Write better meta descriptions and improve CTR [with cute animals].

Write better meta descriptions and improve CTR
Credit: Just Wow Me [Youtube]

Personally, I dread writing meta descriptions. I really do. So to make the process easier, I included several priceless animals for your viewing pleasure. You’re welcome.

Meta descriptions are a long-debated art. Unwritten, Google will generate a meta description for you. While this might save you time, the loss of control could cost you clicks. A meta description is really a pitch to prove your site is worth looking at. If it falls flat, so will your click through rate (CTR). Here are 6 tips for writing better meta descriptions

First off, what is a meta description?

Write better meta descriptions and improve CTR

Great. So how do you write a good meta description? One that works? Gets clicks? Glory? Here’s what research says.

  1. Include a meta description.

    Despite nay-sayers, meta descriptions do impact SEO, albeit indirectly. Descriptions convince readers to click a link, which improves CTR, which is a major factor in Google’s SEO. Basically, a meta description needs to impress readers. And readers expect it to be there.

    Write better meta descriptions and improve CTR
    Credit: Pexels

  2. Short and sweet.

    Think Twitter efficiency, 140-155 characters or less. Personally, I usually test my descriptions to see if they fit the bill. Google doesn’t measure the word length, it measures pixels. So it measures the amount of space you take up, as opposed to the words themselves. This also means the search engine won’t catch onto any keywords, so don’t sweat it if your phrasing doesn’t match the common search terms.

    Write better meta descriptions and improve CTR
    Credit: Pexels

  3. Keyword balance.

    Some people make their meta description a list of keywords: meta description, CTR, how to, improve meta description. Others have zero keywords: OMG! This article will change your life! Both are wrong. Remember, a list of keywords won’t factor into your SEO and only makes your link look boring. You want some key phrases so readers know what they’re looking at. Too many make you look desperate for clicks.

    Write better meta descriptions and improve CTR
    Credit: JJ Harrison

  4. Differentiate.

    You don’t want the same meta description for all of your sites. Readers want something unique, just like your content. From a meta description, readers should know exactly what they’re clicking on, and what to expect.


    Credit: Pexels

  5. Action language.

    You want your readers to take the same action: click on the link. A good way to do this is to include verbs, which get more shares. Promise an achievable goal, or a piece of knowledge that’s one click away. See more statistics on action-oriented language here.

    Write better meta descriptions and improve CTR
    Credit: Pixabay

  6. Re-word your title.

    Since there are only so many keywords to cram into one title, a meta description is a good spot for everything else. It’s your space to re-phrase your content in a creative, eye-catching way. Remember, re-phrasing keywords is for the reader’s benefit, not yours. Since 2009, Google doesn’t factor meta descriptions into its SEO. This means you can break away from analytics and simply write something fun.

    Write better meta descriptions and improve CTR
    Credit: Pexels

Make sure your brand has quality content. Check out 7 ways you can write better blog titles or 5 tips to boost video performance.

Blog Category: 

7 ways you can write better blog titles.

7 ways you can write better blog titles.

If you don’t like spending hours to think of a four word title, you’re not alone. Creating a good title is work, especially with the added pressure to drive traffic to your blog or website. So, if you want to increase click through rates (CTR) and conquer the search engine results page (SERP), read on.

  1. Use these words.

    When it comes to the five w’s, headlines with the word “who” generate a 22 percent higher CTR than those without it. Clarification can also boost CTR. Bracketed clarification in your title, such as [Podcast] or [Video] perform 38 percent better than headlines without.

  2. Avoid these words.

    Readers won’t click on “amazing” content because they know it’s probably not. In a world of clickbait, readers are more choosy about what they read. Words like: amazing, magic, best, simple, secret, and trick, saw a decreased CTR. “Tip” saw a CTR drop of 59 percent, and “how to” dropped by 49 percent. Additionally, “why” saw a 37 percent drop.

  3. Don’t lie.

    Of course, this mostly applies to clickbait. Social media sites like Facebook are working to remove fake news and false articles from consumer feeds. While flashy advertisement might get more clicks in the short term, over time it creates a sense of distrust in the consumer. With more people catching on, clickbait could get users to avoid you for life.

  4. Promise something.

    A reader should know exactly what they’re getting from a title. It should give something, something the reader wants, and deliver it. If your topic is way out of left field, make sure you mention it in the title. A study of popular titles like Buzzfeed, Huffington Post and Vox revealed 67 percent contained an unknown new concept.

  5. Use numbers.

    Going along with gifts, numbers help the reader know exactly what to expect. How many tips do you need? Should you include five tips or 26? Surprisingly, odd number tend to increase CTR. In fact, research shows that we struggle to process more than nine items in a row. So nine or seven might be a good way to go.

  6. Make it eight words long.

    Often, we’re told to keep titles short and sweet. Yet an outbrian study showed that titles with eight words received a 21 percent higher CTR compared to other lengths. If you can’t make it eight words exactly, don’t worry. In a HubSpot study, 8-12 word titles got the most Twitter shares and 12-14 words received the most Facebook likes.

  7. Stand out and  fit in.

    “9 ways to improve your SEO.”  Or “How to market to Millennials.” We’ve all seen these before. But does that make these titles old news or seasoned veterans? There’s a tug-of-war with titles: the need to appeal to our audience vs the pull of being artistic. Fortunitely, you can do a little bit of both. You can be accurate and follow these tips while adding some flavor. Keep your brand persona in mind, keep it honest, and keep it fun.

Need more content tips? Take a look at 5 tips to boost video performance and what you need to know about voice activated search and SEO.

Weekly Recap - June 23, 2017

Got an AJA Cion HD camera? We don’t either, but thankfully you can use an iPhone to shoot high quality web content. How’s your Instagram? If you’re looking for more followers, you’ve come to the right place. There’s a new trend in the digital world, and it’s all about CMOs. Finally, cupcakes. They have untold marketing power.

DETAILS, Please

How to make an iPhone video: a step-by-step guide. You might know that video is important, but you’re still asking the big question: how?

How to increase your Instagram followers & sales. Are you tired of posting Instagram updates to the same 100 or 500 followers? Perhaps your sales from Instagram are stagnant.

6 digital trends business owners need to be paying attention to right now. Digital marketing evolves every day, forcing all leaders to keep up of fall behind.

The greatest marketing growth hack of all time. It’s official: cupcakes are better than iPads. And they can help ramp up customer engagement.

Meanwhile, back at the RANCH

5 tips to boost video performance. You don’t need to do research to know that videos are going viral. Here are five tips to get clicks and make your video content shine.

Wendy’s gets real. Twitter goes wild. And sales? Sass is subjective. We know authenticity connects, but how straight fire must our posts be to win the hearts of our consumers?

THE Topic of conversation

Communicating with Visuals - Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

5 tips to boost video performance.

5 tips to boost video performance.

You don’t need to do research to know that videos are going viral. Ranging from 10 seconds to three minutes, informational videos communicating core concepts to viewers are popping up all over the place. And for good reason: consumers are more likely to share a video than a blog. Yet it isn’t good enough just to have content, it has to be good. Bad content can do more damage than no content at all. Here are five tips to get clicks and make your video content shine.

  1. Be brief throughout.

    Two to three minutes should be plenty. Know that brevity goes beyond the total length. While the video itself should be short, internal facts and sections should also be brief. No one needs a minute, or even 30 seconds of a talking head. Keep short cuts of relevant information, and switch up your info with cuts of B roll or go on to the next fact. Lingering will only lose viewers.

  2. Tell, don’t sell.

    Your audience knows when they’re being pitched to. For example, a video on healthcare shouldn’t boast about how great your hospital is. It’s one-sided communication and may appear conceited. Instead, tell consumers what they want to know. Explaining medical procedures in a unique, simplified manner will help avoid selling yourself too hard. And with healthcare, there’s a lot to explain. Quickies on different procedures, choosing a doctor or purchasing insurance will do better. When patients have questions, video presents a great opportunity to deliver the answers first hand. Remember to not just feature yourself, but your audience. A recent study suggests that consumers value a patient-centered approach to healthcare. This can be done through featuring patient interviews and showing the doctor-patient relationship. Your audience will be able to see themselves through the screen.

  3. Keep style simple.

    The style of your video should not only reflect the content, but your audience. Think about why your audience wants to view the content. Is it out of necessity, research, entertainment, or just curiosity? Your style should reflect the answer. Generally speaking, a simple and straightforward style will strike viewers who don’t want to be overwhelmed. Like any form of communication, videos that connect on a personal level are typically winners.

  4. Know when to use live action vs. animation.

    Animation and live action are two different animals in the video world. For live action, quality sound and lighting keeps things professional. It’s also great to focus on the people in your video. For entertainment purposes, AdWeek suggests modeling your video after a film or documentary.

    On the flipside, there’s the possibility of animation. We have the unconscious connection in our minds that drawn ad equals simple. Animation also gives you more power over your style, tone and transitions. This American Heart Association video illustrates the beauty of a simplified message via well-conceived, effective animation.

    So how do you know what’s best for your video? If your ad features talking, show the person. But if your focus is statistics or directions, animation may be best.

  5. Have accurate representation.

    Both Millennials and Boomers want to see themselves as equal members of society. Boomers don’t want to be isolated as the old, wrinkled people on TV. In fact, the Pew Research Center reported that 64 percent of them are on a social media site. In your videos, make sure you don’t single them out. Show Boomers as a part of society, blended among a variety of age groups who are tech savvy and able to function online.

    Millennials enjoy ads from real people. This may not be an expert, but someone who is genuine to the audience. Going back to healthcare, instead of doctors talking about how great a procedure is, consumers will want to hear from patients. Show them a face they will relate to.

Wanna know more about web content? Check out more Brogan blogs on what you need to know about voice activated search and SEO and the pros and cons of snapchat.

 

Weekly Recap - June 16, 2017

Words matter. But so does tone. When it comes to conversions, which is more important? The answer is in your prospects. Know your audience and the path they take to your door. Need a map? You’re in the majority. A paltry 4 percent of brands surveyed feel confident they get truly their base. Chances are you’ll find many of them scrolling through social feeds, happily consuming sponsored content. If you’re following the dramatic changes in organic search, follow the leader.

DETAILS, Please

Copywriting for conversations: 9 ways emotion and word count affect your landing pages [new data]. Should your tone be positive? Angry? There’s new data for each industry. 

How to solve the mystery of what customers really want. How well do you really know your customers? If your company is like most brands, you already realize that you don’t really know them at all.

Sponsored spenders: one in three Millennials have made a purchase based on branded content. A recent Collective Bias study finds consumers coming around to idea of promoted posts.

How Google’s algorithms do & will work together. In a recent Webmaster Central Google Hangout John Mueller revealed that Google’s various algorithms share data.

Meanwhile, back at the RANCH

How to market to young Millennials. We’ve heard the stereotypes of young Millennials. But is there any truth to them?

THE Topic of conversation

Millennials - discover who Millennials are, why it’s important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper “8 Rules of Marketing to Millennials.”

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Healthcare marketing: Making privacy a priority for patients.

Privacy. What was once the norm is now a luxury. Today, is the age of Facebook and Fitbits. Tracking and tweeting. But yet, when it comes to healthcare, patients still want privacy – but on their own terms.

Yes, patients post to social media to share their miles walked. Their cancer remissions. Their medical triumphs. But when it comes to their personal data, patients are very selective over who gets to see what. According to CEB Iconoculture research, when patients were polled on what terms they associate with healthcare, privacy ranked number one:

Healthcare marketing: Making privacy a priority for patients.

Last year alone, two-thirds of consumers shared personal health data via wearable devices, apps or websites. So why is this different? Patients have the ultimate control over their own personal data. With recent discrepancies in regulations of other people having access to patient portals, makes consumers uncomfortable with the lack of control over their personal data.

What should your healthcare brand do?

  1. Make privacy a priority with patients. Let them know upfront what parties will have access to their data, when consulting with other physicians, hospitals, etc.
  2. Be transparent with medical notes. No one wants a doctor that isn’t in their court. Some are even turning to OpenNotes, a system that allows patients access to their doctor’s medical notes, to increase transparency and garner trust.
  3. Not all patients are created equal. Just because some demographics or generations have similar media habits and a social media presence, doesn’t mean all of these consumers do. Acknowledge the differences among patients’ privacy needs to better patient relationships and referrals.

For more information on healthcare industry trends, sign up for our Brogan Healthcare Checkup.

To snap or not to snap: the pros and cons of Snapchat.

To snap or not to snap: the pros and cons of Snapchat

Consumers already know this app, and it shows. Snapchat is expected to triple its revenue from the previous year, around $935 million by the end of 2017, according to HubSpot. Despite the potential gains, only 1 percent of marketers take advantage of the app. While Snapchat is a great way to pull in costumers, others have concern over the product’s limited life span. So, is Snapchat right for you? Consider the pros and cons.

PRO: Experiencing your product.

On Snapchat, it’s all about the experience.  All social media channels allow consumers to interact with your brand. But with Snapchat, they get to see a more laid-back, slice-of-life look to your product. Consumers can experience the buffet at your fundraiser, or the sunny skyline the morning of your work conference. Glances at corporate lifecreate an intimate feel between the business and the consumer. This trust boosts your credibility with Millennials in particular, who value authenticity over content (Forbes).

PRO: Geofilters.                                     

Area-specific filters, or geofilters, cover a geographically bound area known as a geofence. Anyone within the geofence can use your geofilter, and it’s a great way to tell potential customers you’re in the area. A cute design with your logo makes it fun for customers to advertise your business on their Snapchat story. And unlike an ad, participants share their personal experience with your business through selfies and group photos.

Geofilter

PRO: Great for sales and promotions.

Snapping customers directly is a great way to promote sales and other exclusive material. The app also allows the consumer to communicate with you, by either replying to your story or snapping you personally. Additionally, many promotions require consumers to snap themselves with your product. There’s nothing better than having the customer do the advertising for you. One of Starbucks’ original promotions on Snapchat was to snap a pic with their product for a chance to win free Starbucks for life.

Starbucks promotion

CON: Limited audience.

According to Snapchat, the average user is between 12 and 34 years-old. Depending on your company, this may not be your target audience. However, this doesn’t mean Snapchat isn’t worth a shot. Facebook, a site originally for college students, is now used by 62 percent of the adult population. So like any other social media, its usage will only grow as older generations catch up with new technology.

CON: Lack of analytics.

The analytics for Snapchat are still a bit in the works. Unfortunately, there is no like or share feature that lets you measure the success of your content. The only way to interact with viewers is through views and screenshots. There is a breakdown to see who saw each portion or clip of your story, as well as who took a picture of it. These “ratings” are the only source of feedback.

CON: Timing.

While you personally can save your snaps and videos, consumers will only be able to see the content on your story for 24 hours. And because content disappears so quickly, youmight have to upload content daily. The most important thing is to keep your content balanced, leaning more heavily on the interesting than sales.

It’s important to decide whether or not Snapchat fits into your business. Unlike other social media, what makes Snapchat unique is that consumers need to come to you. Unlike an ad, which is brought to the consumer, Snapchat requires the choice of the consumer to click and see your content. This can work to your advantage- getting the customer to say yes to your advertising is the first step to getting them to say yes to your product. And in the online world, it’s those little clicks that matter.

Weekly Recap - June 2, 2017

Raise your hand if you’d like more people checking out your content. Take a look around. You’re in good company. Every Marketer is looking for that prospect juice. You may find insight in these seven tips, complements of Search Engine Journal. Need a little creative pick-me-up? Look no further than this collection of May’s best. Think you’re mom’s favorite? Sorry, Instagram. Try harder.

DETAILS, Please

8 of the top marketing challenges marketers face today [new data]. And more importantly, what to do about them.

7 tricks no one told you about content promotion. No company wants to be less popular. Get more clicks with some tips on promotion.

10 of the best ads from May: Hot dogs, rhinos, and an accidental viral hit. Learn from the best, from Play-Doh to Sweden.

More than 90 percent of U.S. moms have a social media account. You can never have enough data!

Meanwhile, back at the RANCH

A healthcare marketer’s cheat sheet: What to advertise, and when. We know all about winter flu season, Heart Month and World Health Day, but what about other “seasons” that healthcare marketers could capitalize on?

THE Topic of conversation

Communicating with Visuals - Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Weekly Recap - May 12, 2017

Click, scroll, banner image, navigation. Is your website user-friendly? Not only is content key but ease of use it too. According to DMN, content is also about user’s experience on your site. Because let’s face it, if consumers are coming from social or interactive video, they expect good experience. Take a look.

DETAILS, please

UX is content: Content is UX. Calls to action, visuals, navigation buttons. Are these website items pure "content"? Or are they part of a website's user experience (UX)?

Is interactive video the next big thing? 3 creative examples from brands. It's hardly a revelation to say that online video content is phenomenally popular. Millions of words have been written on the subject, and millions more will no doubt follow.

3 ways to make your branded content bingeable. We have become a nation of bingers. Some 70 percent of us binge-watch TV and consume an average of five episodes per session.

Meanwhile back at the RANCH

Nostalgia marketing is winning with Millennials: How your brand can benefit. Although they’re often viewed as a tech-savvy and forward-thinking generation, Millennials love an excuse to throw it back to the good ol’ days.

6 ways brands are empowering women in 2017. In the first quarter of 2017, brands came together on a very similar mission.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Weekly Recap - April 28, 2017

Good news for small businesses: 80 percent of consumers surveyed said they have used a search engine to find a local service or product, according to eMarketer. What does that mean exactly? Is it important? Consider seven questions when evaluating the quality of data, so says AdWeek. Notice any good interactive ads lately? Caught you streaming.

DETAILS, please

Most internet users prefer search engines to find local products. If you are an internet user, data shows you are likely to use a search engine to find a local business.

7 questions marketers should consider when weighing the quality of their data. Sets of numbers can be misunderstood if they lack integrity.

Why interactive ads are becoming the norm for streaming platforms. It’s all in the delivery.

The character count guide for blog posts, videos, tweets and more. When it comes to writing text for your blog and social media posts, many marketers wonder, "But what's the character limit?"

Meanwhile back at the RANCH

5 fast facts about Millennials' financial habits. With a median household income of $40,581, Millennials earn 20 percent less than their boomer parents did at the same age.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

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  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

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