A Profitable Match: Healthcare and Relationship Marketing

For a healthcare facility to be successful and profitable, relationship marketing is essential! Unlike mass-marketing type efforts in print or TV, relationship marketing is designed to develop strong connections with potential patients by providing them with information directly suited to meet their needs and interests. This type of marketing is only successful if the customer (or in this case, potential patient) provides information to the facility.

Here are a few tactics to make relationship marketing successful:

  • Conduct surveys on and offline. Before a patient gets discharged from your facility ask them a few questions about their experience, what they liked and what they didn’t like. This data can then help your marketing department improve the overall patient experience in your facility.
  • Monitor, listen and respond to medical review sites that current and potential patients are writing and reading. Some top sites you should check regularly are healthgrades.com, vitals.com and even Angie’s List. Listening to what consumers are saying can help craft and implement your marketing message across all advertising platforms.
  • Don’t only use social media as a content and sales tool! Use it as a personalized engagement tool to interact with others. Making a healthcare-related decision can be a lot tougher than purchasing a television or automobile. A personal touch via a social network interaction can go a long way in getting a stranger to become a patient for life.

If you can provide your patient or potential patient with a lasting, meaningful and personalized experience, you have been successful in your relationship marketing outreach. For additional approaches and tactics on how to make your relationship marketing campaign a success, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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Targeted Landing Pages Are Key for Healthcare

Having a consumer understand a healthcare website can be extremely challenging. The verbiage can get complicated and if your hospital offers a variety of different services, prospects can get very confused, not know where to go and end up bouncing off the website altogether.

Landing pages for healthcareIf you are looking to have your website convert a prospect into a patient, you should consider targeted landing pages.  Targeted landing pages consist of three main simple elements: design, copy and a clear call-to-action.

For example, if you are promoting your cancer treatment services, make sure the page not only has a headline about your cancer treatment department but also a simple subhead with a statistic that shows your success rate. This will entice the viewer to read what follows.

Remember people aren’t going to a hospital website to read long and detailed explanations. They can get that information from medical journals online.

Condense the copy into the most effective short form to get the message across and convince prospects to take action. If prospects want to read about your services in more detail you can direct them with a link to your hospital’s website.

Landing pages should be short and simple. Make sure not to include information on other diseases and other services. If people are on your cancer services landing page, they want information on cancer services and treatment options.

Landing pages should be visually appealing, but not distracting. An effective landing page will contain a brief amount of copy with headlines that address key points. And remember people gravitate and relate more to photos than they do to copy. Use a graphic element that’s not only attractive and informative but possibly even interactive – such as a video testimonial.

Always have a clear call-to-action. Whether it’s with a call tracking phone number or a contact form, always request a prospect to do something, and always make that action simple and hassle-free.

Lastly, a healthcare landing page including the headline, copy, visual and call-to-action should always be above the fold, meaning a prospect shouldn’t have to scroll down to get this information. This is essential these days with people accessing websites from different devices.

Healthcare landing pages don’t have to be complicated and technical. Simplicity works and you will be surprised how a well-designed landing page can increase conversions exponentially. For a free consultation and to learn other tricks on landing page optimization in healthcare, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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Do Colors Influence Website Visits?

Your website is the online hub of your hospital or healthcare facility. If the website is designed with easy to find and accurate information, you may have a good chance of getting a new patient. In contrast, if your website is difficult to navigate, hard to understand, poorly designed and not optimized for multiple devices you may lose out on some valuable new business.

Another factor that could influence your website traffic is the color palette. Color and marketing go hand-in-hand. In fact, color increases brand recognition by 80 percent and is directly linked to consumer confidence, according to many studies.

Choosing the perfect color palette is important in order to effectively communicate the message, strengthen the idea of your facility and to create brand awareness.

Healthcare related websites should be positive. Your goal is to provide a service to help another person improve their quality of life. Here a few colors you may want to consider on your website (and other marketing material) that can help achieve that goal:

  • Using yellow on your site shows optimism and youthfulness. People are definitely looking for that when choosing a hospital.
  • Purple is a color that is often used to soothe people’s feelings. Getting health-related information can be stressful and confusing to a patient. The color purple can help lessen anxiety.
  • Blue represents trust and security. When you’re dealing with people’s lives, having a patient trust your facility can be a big challenge. By using blue, you are showing you are reliable.

Color is not the only influence on consumer behavior but it does play a big role. Buzz words and convenience also play a role in the decisions people make.

Let Wax Custom Communications put together a detailed plan on how your facility can meet its website and marketing objectives. Call 305-350-5700 or visit waxcom.com.

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Why The Pros Outweigh the Cons In Telemedicine

With today’s technology moving at a rapid pace, healthcare has come along for the ride. One way it has joined this new “revolution” is with telemedicine services.  This new type of practice allows doctors to evaluate and treat patients without physically examining them. Rather they examine and treat patients over the phone or online.

While many critics say telemedicine lowers the quality of care a patient can receive, there are many positive benefits to this new technology:

  • Convenience and cost – This alternative form of healthcare is a lot more convenient as people can get treated without having to leave their home. They don’t have to wait long periods of time before being seen. They also can avoid the high cost bills that come with office visits.
  • Long Distance Treatment People with unique diseases that live in rural areas now have better access to specialists. This new technology can ultimately save lives.
  • Education – Telemedicine also provides opportunities for healthcare professionals in remote locations to receive training.
  • New tools – New technology like mobile apps are changing the way doctors and patients approach healthcare. Many apps are designed for doctors, ranging from handy databases about drugs and diseases to sophisticated monitors that read a person’s blood pressure. Others are for the patients to gather diagnostic data, for example, or simply to help coordinate care, giving patients an easy way to keep track of their conditions and treatments.

Yes, like with anything else, there are drawbacks to telemedicine, including the potential communication breakdown in the relationship between the physician and patient as well as the different physicians that are virtually taking care of a patient.

To learn more about the benefits of telemedicine and how it can help your facility, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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Benefits of Long-form Content In Healthcare Marketing

It is many people’s opinion that attention span’s on the web are short. If viewers don’t find what they are looking for, there are a million other places they can try. But producing longer articles, 1,200 words or greater (i.e. whitepapers, blog posts, etc) in healthcare actually has its benefits. Here’s why:

Healthcare isn’t always “cut and dry”. It can take some detailed explaining to explain your point properly. Developing longer content is an excellent way to engage with readers, offer them genuine value and ultimately a rewarding experience. That experience can then lead them to read more and come back to you in the future for more information.

Shorter content articles may assist in your search engine optimization (SEO) strategy by getting initial search traffic.  However, that doesn’t help with getting repeat traffic. Longer-form articles will increase user engagement as it shows you are taking the time to provide tons of value to your audience.

By providing longer, detailed content you can become the authority on a specific topic. That authority can then turn into new patients and new sources of revenue.

Don’t write content just for the sake of writing it. Also don’t assume everyone has a short attention span. If you have good, relevant content it is okay to expand it. Go with the theory that readers will want to read it, share it, and even engage with it.

For a detailed content and article marketing strategy for your healthcare facility, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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