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.

Healthcare Checkup - July 2017

From moms venting on social media to a new ad campaign from The Coalition to Protect America’s Healthcare, we’re seeing lots of messaging about the ACHA. As if those young Millennials don’t have enough to worry about! Check out how to communicate with them as well as through videos, voice activated search, and patient education.

VITAMIN B&P.

Moms use social media to talk health coverage. Seen hashtags like #IAmAPreexisting Condition and #CSection lately? See why some frustration-venting moms are freaking out over proposed ACHA reform and how your brand might help them.

Healthcare marketing: Making privacy a priority for patients. While we love to share steps walked and medical triumphs, we want absolute control over our personal health data. What should your healthcare brand do to reassure that privacy is an absolute?

5 tips to boost video performance. Yes, video is hot, but only well-done video. Check out how you can make your healthcare videos outshine and out-click your competition.

MARKETING SUPPLEMENTS.

How to market to young Millennials.  It’s not all YOLO for the young Millennial, as this chronically stressed cohort worries about money, employment, even retirement.  Acknowledging and empathizing with their struggles can benefit your brand.

What you need to know about voice activated search and SEO. 50 percent of all searches will be voice activated by 2020. Is your brand ready?

INDUSTRY PULSE.

The Coalition to Protect America’s HealthCare just launched an ad campaign asking senators to protect the estimated 23 million Americans who could lose coverage under the AHCA. Running in 12 key states, the new TV spot queries, “Am I one of the 23 million? Is my family? My best friend?”

How hospitals use data for patient education. Speaking of personal health data, here’s an infographic that illustrates how to maximize data retrieval via pertinent patient education to boost outcomes.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Moms use social media to talk health coverage.

Moms are to Facebook what tweens are to Instagram. It’s where she finds advice, attention and, most importantly, an audience. Torn between two brands? Post it. Kid matriculated to middle school? Share it. Fear of losing coverage for your child’s pre-existing medical condition? Promote it.

According to Nielsen research, Generation X (ages 40-52 in 2017) spends the most time on social media: almost seven hours a week versus Millennials, who come in second, with just over six hours a week. Facebook is mom’s channel of choice, with 81 percent using the platform versus 66 percent of dads. Parents, especially moms, interact with their networks frequently. About 94 percent post or comment Facebook regularly.

What’s she posting? Healthcare is always a hot topic with mom on social. She asks about the shelf life of sunscreen, chronicles her 2 a.m. dash to the ER with her wheezing toddler, and invites debate over the best treatments for poison ivy and bug bites. Changes in health—whether positive or negative—are particularly post worthy.

Like the risk of losing healthcare coverage. The fate of the Affordable Care Act (ACA) has moms taking to their worries to social media with hashtags like #IAmAPreexistingCondition and #Csection to vent frustration over losing coverage or higher premiums because they have given birth. Under the American Health Care Act (AHCA)—legislation proposed to replace the ACA—C-sections would be categorized as a pre-existing condition, along with diabetes and congenital heart problems.

Moms are also worried about losing coverage for their families. Some share photos of their children who could die without insurance. Others share their family’s health struggles and openly fret about the impact of policy change.

The ACA/ACHA conversation will continue for months if not years while legislation is considered in Congress. Meanwhile, healthcare will be always be a social media fave. So, what’s a health care provider to do? Participate in the conversation or sit on the sidelines? You may opt to toggle between the two, just don’t ignore mom altogether. She is the undisputed healthcare decision maker in the family. You need her on your side and that means acknowledging her social media activity.

Participate in the conversation.

The topic du jour is the ACA. If you’re a health care provider, chances are your physicians and nurses are already entertaining questions from patients about the ACA. Will I be covered? Will I have to pay more? Your role is to be informative without being political. It may be a tough line to walk, but if you’re not careful you’ll alienate some patients.

Develop a social media plan to keep your team on track. Stick to the hard facts and avoid rumor and innuendo. Your job is to interpret the current policy, not analyze what the impact of proposed legislation. Provide helpful tips and insights into how to use insurance benefits to their full advantage. If and when new legislation is adopted, articulate what if any impact they may experience. Be a guide, a trusted resource that mom can lean on.

Sit on the sidelines.

Just because you can’t contribute to the politics of the day doesn’t mean you should ignore it altogether. Your social media team should monitor the healthcare conversation regularly, providing insights into how consumers are reacting. Think of it as a dynamic, diverse focus group. When people complain of stress, consider content to help families cope in positive ways (yoga, meditation, long walks, etc.). If you work directly with patients, this knowledge will help your team communicate more authentically with them.

In short, mom is freaking out about healthcare coverage right now. She’s commiserating with millions of her compatriots very publicly via her favorite social media channel, Facebook.  If you want to build trust and loyalty with mom, pay attention to what’s keeping her up at night and posting at all hours of the day.

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.

A healthcare marketer's cheat sheet: What to advertise, and when.

A healthcare marketer's cheat sheet: What to advertise, and when.

There always seems to be a “that time of year.” We know all about winter flu season, Heart Month and World Health Day, but what about other ‘seasons’ that healthcare marketers could capitalize on? To be prepared for the next heart attack or baby rush, we’ve compiled a few tips to keep in mind:

Maternity Care

Studies find that the most common time to give birth is from July to September. Contrary to popular belief, the winter months correlate with more conception because people spend more time indoors together. Also, some moms plan for a summer baby to enjoy maternity leave during this desirable time of year. So, July minus nine months brings you to November. This may be an opportune time for your next Maternity campaign.

Surgery

Although patients can never control when they have emergency procedures, there are some times minor surgeries are more convenient than others. For many, December is the opportune time to get the job done. Christmas break is an easy time to fix a torn ligament or pull wisdom teeth, because it’s too chilly for the outdoors (at least in the north) and there’s plenty of time off work to recover. Maybe in your next blog post, suggest some useful tips on how to recover during the holiday season.

Depression

Surprisingly, January is thought to be the most depressing month of the year. With debt from the holidays and the stress of getting back into routine, January is the Monday of the rest of the year. It’s also when Seasonal Affective Disorder (SAD), triggered by a lack of Vitamin D, is in full swing due to short, sun deprived days. Seems a behavioral health campaign in January makes more sense than the basking-in-the-sun month of July.

ER

There’s always a spike in ER visits during major holidays, like St. Patrick’s Day or even Memorial Day. Some swear by the correlation of a full moon and a busy ER. But for the northern half of the country, the summer months are commonly known as ‘trauma season.’ Hospitals can see ER visits double for children in the summer due to things like bike and rollerblading accidents and bee stings. So, in addition to marketing your Trauma capabilities, there is no better time to talk about child safety than the summer.

Health Insurance

Starting a family means changes in health insurance. And as many would guess, the most popular time to get married is in the summer, from June to September. To prepare for this entourage of new couples, insurance providers should ensure their customers know how to adjust their health insurance.

Traveler’s Insurance

Speaking of insurance, most Americans like taking vacations, and most of them will take them in July. Among those enjoying time off, 51 percent will be leaving their state and nine percent will be going abroad. To prepare for this time, marketers should ensure that patients know how to be covered while away from home. For that nine percent, international health insurance will be a must.

There’s always something in season. Targeted marketing at opportune moments helps to ensure you are reaching your target audience with a relevant message when they need it most.

For more on healthcare marketing trends, sign up for our monthly edition of the Brogan healthcare checkup.

Blog Category: 

Healthcare Checkup - May 2017

Are you putting your patients first? North Memorial’s recent campaign puts patients’ concerns and experiences at top of mind. Perhaps virtual reality is more your speed? Or are you preparing to respond to your direct competitors? Here’s everything you need to know.

VITAMIN B&P.

This healthcare system treats patients as valued customers. North Memorial is making sure patients are seen and heard.

MARKETING SUPPLEMENTS.

How marketers and users can benefit from virtual reality. Virtual Reality (VR) is becoming one of the largest opportunities using sight and sound to create real experiences without actually being present.

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

INDUSTRY PULSE.

Is your online presence up to snuff? As more digitally savvy Millennials become patients, they expect ease of use and interactivity when it comes to websites. See here.

Boost your online reputation. In the 21st century, you’re nobody unless you’re somebody online.

Serving the Millennial patient. As the millennial generation enters the workforce and becomes increasingly responsible for buying and accessing healthcare, organizations are gearing up for a new “regime.”

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

This healthcare system treats patients as valued customers.

"I love not knowing exactly how much my visit is going to cost."

"I love being uninformed and totally uninvolved with my healthcare."

"It feels great when my doctor gives me a diagnosis without making eye contact."

Said no one ever. That’s why North Memorial Health has launched a new brand campaign to humanize the healthcare experience for patients. In a series of online videos, the healthcare system addresses patients’ concerns and real-life, relatable experiences with humor.

This healthcare system treats patients as valued customers.

North Memorial Health’s message focuses on ensuring their patients are and continue to be heard.

For more on healthcare marketing trends and insights, sign up for our monthly edition of the Brogan Healthcare Checkup.

Healthcare Checkup - April 2017

Do consumers’ self-care practices impact their healthcare choices? Today, 90 percent of consumers are already partaking in self-care activities. Could their ad-blocking and scaled-back social presence be a factor? Here’s the scoop.

VITAMIN B&P.

Self-care and what it means for healthcare marketers. You know it is 2017 when you can officially count a glass of wine or reading a good book as part of your self-care routine.

MARKETING SUPPLEMENTS.

Facebook and Google are losing the war against ad-blockers. Internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491).

Social media users are scaling back: What this means for your brand. Today, consumers are becoming increasingly aware of and careful about their own and other’s social presence.

INDUSTRY PULSE.

What is your brand doing to promote community health? Did you know 95 percent of consumers say doctors are the most trusted sources for health and wellness information? See what else tops their list.

Next generation of community health. Hospitals and health systems across the country are focusing on community health and creating new ways to improve the physical, emotional, mental and spiritual well-being of all people in our communities.

Infographic: Patient preferences for online healthcare searches. Patients seek trustworthy information, but on their own terms.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Healthcare Checkup - March 2017

Let's face it, we've all Googled our symptoms before. That rash, pain or cough. According to Google, 1 percent of queries are symptom related. That's millions of searches surrounding symptoms and signs of illness. So, what does this mean for your practice or hospital? Let's break it down.

VITAMIN B&P.

How to get more patients to try telemedicine. Patients consult Google pretty regularly for healthcare advice.

MARKETING SUPPLEMENTS.

Snapchat vs. Instagram: Everything your brand needs to know. Debating which visual social platform is better for your brand? Let's break it down filter-by-filter, post-by-post, percentage-by-percentage.

INDUSTRY PULSE.

Is there something we should be learning from children's hospitals? And do you know how to empower patients, while also keeping their information private and secure? See here.

Children's hospitals form partnerships to boost revenue, serve more patients. With all the changes happening in the current healthcare climate, hospitals looking to thrive must take unique approaches to their operations.

How to make patient empowerment a reality. Patient empowerment promises to help improve medical outcomes while lowering treatment costs.

MONTHLY DOSE.

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, greatest and free whitepaper "Communicating with Visuals."

How to get more patients to try telemedicine.

How to get more patient to try telemedicine.

Patients consult Google pretty regularly for healthcare advice. (Doctors love it.)

How regularly? About 1 percent of Google searches are symptom-related. That’s millions of queries about colds, fevers and mysterious rashes, among other ailments. And millions of patients self-diagnosing largely based on blogs, native advertising and user-generated content.

According to the latest national Pew Research study, 72 percent of adult internet users say they have searched online for information about a range of health issues, the most popular being specific diseases and treatments. And 26 percent say they have read or watched someone else’s health experience about health or medical issues in the past 12 months. Finally, 16 percent have gone online in the past 12 months to find others who share the same health concerns.

The medical community has responded with telemedicine, meeting patients in the comfort and convenience of their homes. Still, patients have been slow to adapt.

In the recent “2016 Connected Patient Report” Salesforce found that 91 percent of U.S. adults with health insurance and a primary care provider are only using traditional forms of communication when consulting their doctors. But 62 percent of respondents said they’re open to virtual care treatments instead of in-office appointments for non-urgent issues.

Consumers will eventually adapt to telemedicine, whether out of need or convenience. Medical providers can hasten the process by positioning telemedicine as an extension of patient care, building trust by exposure and experience. Here are four ways to get started.

Make it relevant

The convenience of telemedicine makes it especially appealing to young mothers, the elderly and those who live in rural areas. Mom doesn’t want to take her sick child outdoors. Grandpa has limited access to transportation. And nobody wants to drive 20 miles to have a cold diagnosed. This is your immediate target audience. Connect with them by using messages that most connect with their healthcare hurdles.

Make it tangible

Insurance cards are a symbol of coverage. They make the intangible tangible. The card itself has little worth, but it means a great deal to the card holder. Access. Treatment. Health. Livelihood. I recently switched health insurance and was disappointed when I received my new card in the mail. It’s flimsy, bendable even—not unlike the former hard plastic version that I had long trusted.

So, make a card for your telemedicine service. Not a mousepad or a refrigerator magnet, but a sturdy symbol that will feel at home next to a driver’s license and debit card. This tangible reminder will help patients gain confidence in virtual care.  

Make it part of the office environment

Telemedicine still seems very George Jetson, especially for those who remember the Jetsons. Demonstrate the technology with patients who come in for office visits. Show them how to access the service from their phone, desktop and tablet. Show them what’s behind the proverbial curtain. If the visit requires a follow-up appointment and the channel is appropriate, suggest the next appointment take place virtually. Then send them home with the aforementioned card.

Make it simple

Remember you’re inviting a wide range of patients with varying degrees of tech-savvy to use telemedicine. Make sure that the patient journey is easy to navigate. Build user confidence with supporting content, like blogs, short video tutorials, infographics and testimonials. Then chat it up on your social channels.

Telemedicine is at a tipping point, but patients aren’t likely to change their way of accessing their physician with a lot of guidance along the way. You conquered patient-centered health care. You got this.

Interested in more blogs about healthcare tech? Learn about an app for the flu.

Healthcare Checkup - February 2017

Out–are the days of looking good and in–are the days of feeling good, finally. Brands are taking a new approach to reach consumers looking to benefit their health. Today, consumers are looking for more relatable messages and attainable goals. They’re also looking to take a break from some of their social media feeds. But not after they indulge in a Facebook 360 Live video, of course. Let’s take a look.  

VITAMIN B&P.

Why brands are discovering new ways to advertise to fitness consumers. Look good, feel good? Consumers today might have proven that motivational message no longer effective.

MARKETING SUPPLEMENTS.

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

Facebook 360 Live: From a marketer’s view. 360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

INDUSTRY PULSE.

Looking to go beyond treating with a pill, healthcare firms are turning to mobile apps to help their patients. And if its personalized messaging, all the better. See here.

Moving beyond the pill in the healthcare sector. For the past several years, healthcare and pharma firms have been trying, with mixed success, to step up their beyond-the-pill programs.

Infographic: How to personalize patient marketing. The start of a positive patient experience begins with a consistent communication strategy.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Marketing Statement - First Quarter 2017

How's that 2017 marketing plan working out for your brand so far? Does it lean into social media? Does it leverage the many new features Facebook launched in 2016 to further connectivity—like live video, 360-degree photos and recommendations? There's still time to bedazzle those tactics. (Bright shiny objects below.)  It's (still) all about the customer experience—in good times and especially in bad times. A Pennsylvania healthcare system shows how to make the most of highly emotional, high performance customer opportunities.   

4 social media trends that are changing insurance marketing. From year to year, most insurance products stay the same, but there's one thing that does change: the way they're marketed. What does 2017 have in store?

Facebook was busy in 2016. Here are the CliffsNotes. For Facebook, every year brings advancements and enhancements—and 2016 was no different. With a strategic goal to make the world more connected, the Facebook team added new functionality, created new technology and worked to improve features that already exist.

A hospital system with a money back guarantee. Highly emotional, high performance opportunities are the stuff customer loyalty is made of, according to McKinsey studies into the retail banking industry. A Pennsylvania hospital system is putting this strategy to work in healthcare with promising results.

QUICK study

The green that's keeping Millennials up at night. Young adults fret about finances—especially building a sufficient nest egg in which to retire comfortably, according to a Schwab Retirement Plan Services study. It's the number-one reason Millennials lose sleep at night.

Zelle me all about it. Banks and credit unions are backing an open social payments platform in hopes of competing with the likes of PayPal, Venmo and Square. Like its competitors, Zelle lets consumers send money to friends or pay for goods and services at the touch of a smartphone app.

What motivates young people to save for retirement? Crow's feet. Researchers at Virtual Human Interaction Lab recently discovered a powerful tool to compel consumers to plan for retirement—aging. After meeting their aging avatars, college-aged subjects saved more than twice as much for retirement than those who did not.

Hey Gen X. This bank's for you. It seems every bank wants Millennials. But when Louisville, KY-based Republic Bank & Trust built its digital banking platform, MemoryBank, it was focused on an often overlooked generational cohort—Gen. X. Because peak earning years. 

SHARPEN the saw

You can depend on social media to change. Often. What's an industrious but insanely taxed marketer to do? Read our free whitepaper on the nine social media trends impacting your online performance, for starters. It's a quick read but rich with key insights to evolve your social strategies for optimum brand engagement. Download now.

START a conversation

Share the Marketing Statement. Tell two friends. And so on.

Pages

Subscribe to Hospitals

Why Brogan?

Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

Client Hurrahs

  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • 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

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

Tweets, Blog Posts and Tidbits...

Connect With Us