Many brick-and-mortar businesses have come to view Amazon as a threat to their bottom line, but columnist Adam Dorfman illustrates how smart business owners are using Amazon to their advantage. Attention retailers: Amazon doesn’t have to be Public Enemy Number One.
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As healthcare systems get more savvy about using digital to improve patient acquisition, more medical providers are asking me about the best ways to apply paid search and social media.
For example, a healthcare system might want to promote a new wellness program and needs to understand the interplay between search and social to achieve their goals. My conversations always come back to one fundamental truth: to maximize the value of either channel, you first need to understand the search and social mindsets of patients.
Understanding the different mindsets will help you align the two channels more effectively to manage patient acquisition.
Pediatric healthcare is a fast-growing, multi-billion dollar market with considerations that set it apart from other forms of healthcare. Getting pediatric care is an especially emotional process, not only for children (who might be experiencing a serious medical condition at a tender age) but also for their families. Pediatric care providers need to be extra sensitive and thoughtful throughout all forms of the patient experience, ranging from onboarding to ongoing management.
There have been countless articles, posts, and case studies regarding multi-channel digital strategies, and the role each channel should play in your marketing mix. And there is no shortage of opinions when it comes to which tactics you should be employing, or which new features and updates will help take your advertising to the next level. However, what’s often lost is the context of your audience’s expectations and mindset when they’re engaging with a given channel.
In recent weeks, I’ve seen Amazon entering businesses ranging from home furnishings to banana distribution to grocery stores. The company that arguably introduced the on-demand economy continues to spread its influence across multiple industries: fashion, entertainment, home automation… you name it, Amazon is there.
Furthermore, Amazon has seemingly triggered the rise of an entire on-demand economy in which people can order what they want and when they want it without having to pay a premium for convenience and speed.
Publishing useful content, such as insight into wellness care issues, is an increasingly important strategy for healthcare providers to generate awareness and to build credibility with people looking for care. But let’s face it: getting content noticed is harder and harder. Healthcare systems do need to spend more time getting their share buttons in order. Why? Because share buttons, when used well, are powerful tools to make great healthcare content more visible and engaging and improve the patient experience.
Sometimes the social application everyone thought you were needs to become something different for your business to evolve. Foursquare is a case in point. The company that used to be all about the social check-in has become a data powerhouse and a potential model for the future of Snapchat.
Voice search is taking over my home. And soon, it will take over your business. The uptake is not surprising. Voice is a natural form of communication, but it’s taken some time for voice-activated technologies to get smart enough to communicate with us. Now voice is so effective that talking with objects is as easy as talking with humans.
You often read about the “retailing of healthcare” in context of healthcare systems providing more patient-friendly environments, loyalty programs, and better service. The irony is that the retail industry is struggling through an upheaval caused by the advent of Amazon. Healthcare systems may do well to adopt the Amazon model for service.
The fact that major publishers such as Facebook and Google are pushing their ecosystem toward a visual future is reason alone for businesses to take a closer look at how they use all forms of visual storytelling to attract and retain customers locally. An equally influential catalyst consists of consumer behavior.
Healthcare systems with the resources to invest into performance media such as paid search and display ads can certainly do a more effective job attracting patients to their doors. But online advertising does not deliver automatic benefits. Only healthcare systems that invest wisely into online advertising will reap a reward. Here are five tips for getting the most of online advertising:
You often see the healthcare industry singled out as a location marketing follower. When the location marketing experts discuss best practices, they focus on industries like retail. When healthcare systems get mentioned (if at all), you inevitably read comments such as, “Healthcare is still playing catch-up” or “Healthcare systems are getting better at local marketing because they are adopting retail best practices.” In fact, the healthcare industry can teach many other industries a lot about location marketing.