Leveraging Beacons to Improve Patient Experience

Have you ever walked into a busy healthcare facility and not know where to go or what to do? This inconvenience may be a thing of the past with the help of beacon technology.

Beacons In HealthcareBeacons are a type of a low-cost, micro-location-based technology that uses Bluetooth low energy (BLE 4.0) for communicating with beacon-enabled devices. While the technology has shown success in retail, it also has a lot of potential in healthcare.

Beacons allow healthcare providers to be where their patients are, with the information they want, when they need it. A big change from the stereotype that health systems aren’t focused on the patient-centered care model but rather just their bottom lines.

Beacons allow health systems to meet the growing demand for personalized, predictive services by giving patients contextual, location-specific experiences.

Wouldn’t it be great to have a doctor greet a patient as soon as they walked into the facility? Or know where to go and what to do based off their insurance and scheduled appointment? With beacon technology a patient can be directed via their smartphone the moment they walk in the door.

In addition to improving patient visits, beacons can also allow hospitals to instantly gather contextual feedback throughout their visit and then use that data to help enhance future experiences.

This is just one of the many ways technology is improving patient experience in healthcare. For more information on this and other emerging technologies, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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How To Get Some Love From Pinterest’s New Smart Feed

Pinterest is one of the fastest growing social networks! As of June 2014, it about 53 million monthly active users in the U.S.

Pinterest has evolved since it was launched in March 2010.  In the past, users would see a stream of chronological content from people they follow. Now users are shown a variety of relevant content based on a number of factors. This new algorithm is called Smart Feed.

With this new algorithm, pins will no longer come up in chronological order based on the date and time it was pinned. Now it will be based on popularity. By using tools such as Pinterest Analytics you can see what types of content people have been pinning from your website and which boards are getting the most engagement.

Based on this new information continue to create and curate content that your audience wants to see. If they continue to engage with it, those pins will start to show up in the Pinterest Smart Feed.

Like with other social networks, descriptions are key.  Make sure to write descriptions with user-friendly language, and include keywords from your most popular content and Pinterest Interests so they’ll get noticed in searches as well as the smart feed.

Pinterest is a wonderful platform for marketing your business. Make the smart feed work for you. Contact Wax Custom Communications today at 305-350-5700 for a custom Pinterest strategy and additional tips on how to be successful on this fast growing social medium.

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Make Your Blog Your Brand’s Patient Ed HQ

No matter what you’ve heard, content isn’t that monarchical creature known as the king — it’s more like your brand’s best friend.  It saturates all your media channels, and helps you publicly define your corporate identity so it becomes a recognizable entity that people talk about.  And yet of all the ways that content flourishes digitally, its true home is your blog.  Keeping your blog fresh and alive with freely dispensed wellness facts and tips is the only way to go.

It’s time to stop falling into the trap of seeing your blog as an accessory to your product and/or service pages: nobody really wants to read your reflections about why they should choose you over a competitor at this particular contact point.  In essence, consumers engage blogs not because they want to buy something, but because they enjoy the first-person approach the blog form embodies and are looking for a perspective.  Instead of misusing this electronic real estate as an accessory sales space, we recommend you house your free health information there, under the altruistic aegis of Patient Education.

Rather than sell the brand explicitly, sell it implicitly by becoming a healthcare partner to your audience members, who will return repeatedly, once you educate them about health care topics that they find pertinent to themselves and their families.  Become a thought leader, the go-to hub where customers and their friends look for the voice of reason: in short, a digital destination.

Announcements about new physicians or equipment belong in your newsfeed, not your blog, which is not the place people expect to be introduced to them.  Don’t forget that blog is short for weblog: a log or record of opinions shared by someone who is attempting to create a learning community, not to push a product or service line on someone.

When you write your blog, always keep health literacy in mind — not everyone is going to understand the lingos associated with the medical field, so always break things down and speak in simple, yet colorful terms.  Just because you’re delivering knowledge in layman’s terms, you don’t have to sacrifice style.

A seasonal focus is always advised.  For example, it’s wintertime in New England, so you might want to run a blog that presents sledding safety tips — assuming your hospital is in the Northeast.  If you’re in Florida, a wintertime blog might involve a discussion of why even people living in tropical climates can benefit from getting inoculated against the flu.

The ultimate blogging ideal is transparency.  You want to create informative copy that entertains as it educates, all written concisely and with an eye to how a non-expert would communicate.  It’s basically the Elizabethan ideal set forth by the poet Sir Philip Sidney way back in the 16th century: writing that teaches as it delights.   If it worked for the Renaissance, it can work for you!

Looking to make your blogs POP?  We’ll enhance your current blog strategy and give you helpful ideas about how you can make this critical content venue an indispensable part of your patients’ lives and a natural extension of your brand personality.  Contact Wax Custom Communications at 305-350-5700, or visit waxcom.com.

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Fine-tune Your Facebook Following Through Smart Contact

Over a billion people appear on Facebook everyday to do everything from checking in with friends and family to seeing what’s new at their local hospital.  Sure, they show up on your page and maybe weigh in on a patient education issue, or “like” a photo of the new urgent care center you just opened, but how do you actually tap into their personal interests more directly than randomly throwing information into the mix?

Paid ads and promoted posts have been helpful at extending organic reach, but their approach is still more or less “shotgun.”  Fortunately, Facebook has introduced two new targeting techniques that boost clientele intelligently. We call them smart contact, since they give you the tools to take more precise aim at the right consumers.

Interest Targeting allows you to reach audience members by identifying their tastes using categories like location, demographics and interests.  Here’s how it works: Lets say you are trying to tout your hospital’s maternity facility.  Rather than just have anyone and everyone read your MIDWIFE UPDATE, now you can have it appear only in the feeds of female followers ages 18 to 40 interested in pregnancy who live within 30 miles of your hospital. Yes, you wind up targeting fewer people total, but the yield is potentially greater, since you’re reaching out to the right crowd, not just haphazardly hitting up everybody.

Another hot offering is Facebook’s Post End Dates feature. This innovation allows page administrators to specify a date and time when posts expire so they disappear from live feeds. What this means is that when your hospital’s blood drive is over, for instance, the story will stop materializing in people’s streams. The post will continue to appear on your business page, though, which always houses the bigger picture, without disturbing your audience with outdated information in the place they expect to see current details, not yesterday’s news.

Never underestimate the power of social media marketing — especially the omnipresent Facebook.  To rev up your social strategy organically using Interest Targeting and Post End Date features, contact Wax Custom Communications at 305-350-5700, or visit waxcom.com.

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Add Interactivity to Your YouTube Channel: Annotate!

More than 1 billion unique users view the over 6 billion hours of video streaming each month on top video portal YouTube — and it’s not all fun and games! Serious businesses like hospitals have leveraged the channel to distribute non-static content enhancing brand reach and personality by targeting everyday people searching for infotainment.

There’s so many vital ways to incorporate YouTube into your campaign.  Videos can make patient education come alive, allow patients to share first-person perspectives and give physicians the chance to explain medical procedures in simplified terms that put a friendly face on care. These strategies all spark interest, yet they don’t necessarily get viewers physically involved.

To capitalize on actual viewer participation, add annotations to your videos: it will give them new dimensionality. Annotations are text boxes that you can embed into your videos after they have been uploaded. They encourage active viewership, allowing interested parties to click through to other relevant videos on your channel or even to a page outside of YouTube on your own website.

By getting viewers actively involved, annotations facilitate viewer retention, mainly because the act of participation itself psychologically creates a bond. Some creative examples of what you can do with your YouTube annotations:

  • If your facility produces an inspirational video on your channel, why not create an annotation with a link to a donation page on your website? This will give people the opportunity to contribute.
  • If you utilize YouTube to provide video biographies of your physicians, you can utilize annotations to direct them to their CVs located on your website.  They’ll be interested to learn about where their doctors studied, interned and took part in residency programs.
  • If you sense a theme developing, create a videocluster, then use annotations to inscribe a storyline so viewers are encouraged to click onto other videos in the series.

Annotations give this powerful tool we call YouTube even more impact for every marketing genre — especially healthcare. For assistance in setting up custom annotations for your existing YouTube videos to increase viewer activity and infuse your brand with new energy, contact Wax Custom Communications today at 305-350-5700, or visit http://waxcom.com/contact-us.

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