How to Convert More Customers Using Psychology

Today’s consumers have an unprecedented number of options regarding where and how they access information — and the world of healthcare is no exception. Given the current digital climate, your website will likely be the top factor that influences conversion. Don’t let your viewers down: Create a memorable and engaging online experience that will inspire confidence in your brand.

An optimized website is key: attention spans are low, and if viewers can’t find what they are looking for quickly, they will most likely jump right over to a competitor’s site. Time is definitely of the essence.

Here are some general research facts regarding basic site design and human psychology:

  • “Above the Fold” is a relevant designation digitally. No matter how adaptive your website is for different platforms (laptop, smartphone, smart TV, tablet, etc.), Web users spend the bulk of their time looking at information that’s visible when they first land. This division of real estate is called “the fold” and is an obvious relic of print culture.  Folds differ depending on the device being utilized: think the placement of content through as you tailor information to these various channels.
  • Left beats right. Research also has shown that users spend over two-thirds of their time reading the left half of the website. A call-to-action such as a phone number or registration button should definitely be placed to the left of the page, not the right.
  • Web users read little more than 20 percent of the words on a webpage during an average visit. Choosing clear, concise language that pops is essential.
  • Viewers want credibility and they want facts, so don’t feed them a patronizing sales pitch. Exaggerations will turn viewers off and make them bounce to another page.

And remember, A/B testing should always be conducted, since you’ll want to track how a device impacts decision-making along with the kinds of behavior your content triggers in consumers. Don’t make assumptions: tools like Google Analytics and others can help take the guesswork out of the process.

The Web is noisy: an expertly researched, planned and executed website is indispensable. Wax Custom Communications can help you custom-tailor a digital plan for your facility. Contact 305-350-5700, or visit waxcom.com.

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How Meetup Can Magnify Your Hospital’s Public Presence

Looking to maximize exposure for a signature procedure your facility is performing? Trying to alert the local community about a special service you provide?  Attempting to increase awareness for a local charity you sponsor? Meetup is a superlative marketing venue that places you directly in front an interested, involved audience.

Meetup is the world’s largest network of local groups — and it’s an affordable tool, costing as little a $12/month. The Meetup website makes it easy to organize a local group or find one of the thousands already meeting up face-to-face in the community. Meetups exist for every interest — including medicine.

Here are a few ways a healthcare Meetup can work for you:

  • Through Meetup, you can partner with a local restaurant or social venue, like a comedy club, then let the local community know that a portion of the proceeds spent at the Meetup will be used for research in an area of particular community concern, like cancer.
  • Organizing a Meetup at your healthcare facility or another centralized location such as the local library is an ideal way to explain the benefits of an alternate therapy you offer. Simply create a town-hall forum to create a live, realtime Q&A.
  • Producing a Wellness Meetup every three months at a participating local government office helps you provide your neighbors with free blood pressure screenings, flu shots or other wellness services they need. The outreach will provide serious positive PR for your facility.

Meetups are a simple, socially beneficial, inexpensive way to generate exposure.  Leave your mark on the community and give your company the necessary publicity to attract new clientele and reinforce existing allegiances.

For more information on Meetup and all the opportunities it can provide, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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Maintain Interest, Create a Buzz: Simply Update Your Website!

In today’s digital world, a website is the first and quite possibly only thing a potential patient sees before deciding whether or not to make a purchase or use a service — including healthcare.

This fact might leave you wondering: how often should you tweak content on your website to keep it fresh and engaging for a contemporary audience? In healthcare, even more than any other business, new information is an essential part of client acquisition and retention. Here’s why:

  • Because medicine is rapidly evolving, your website is obligated to keep up. It’s just bad PR to display outdated stories or not stay abreast of recent medical advances – and will certainly affect referrals and pass-along readership.
  • Rejuvenating your website instantly creates new content for your brand, allowing it to expand and attract new attention. In addition, you can share information with your followers on social media and via email blasts to grab the attention of distracted readers who thrive on novelty and originality.
  • It’s ideal for SEO! Indexed fresh content is definitely something search engines prefer compared to stale, outdated content that has ceased garnering clicks. In particular, Google loves blogs, since they are almost a guarantee of fresh content. An updated website with new information and graphics is also helpful at pacifying the “spiders,” or Web crawlers Google uses to determine order during searches based on content relevance.

A website isn’t social media, so it doesn’t need to be updated daily or weekly. But it is your electronic hub and should be massaged regularly. If you use a Content Management System (CMS), you don’t even need to be a developer to make edits. WordPress, Drupal and Joomla can be used by someone right in your marketing department!

One final thought: adding a banner or a slider promoting a new service can freshen up your website without anyone having to go in and edit the existing page.

For website analytics and additional information on how you can liven up your healthcare website to maximize ROI, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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Personalize Your Hospital with Instagram’s Hyperlapse App

Instagram is the world’s most popular photo app: its fans upload in excess of 60 million photos daily. As if that soaring popularity weren’t enough, the company recently released a second stand-alone app called Hyperlapse. It allows users to create short, time-lapsed clips without the assistance of any additional high-tech video equipment. It also features a stabilization feature that eliminates any shakiness, along with some artistic filters to give you a creative edge.

Hyperlapse simply starts and stops recording at the touch of a button, much like Twitter’s Vine app. Unlike Vine, though, it allows users to choose their time-lapse speed (the default is six times faster than normal). Videos are 15-seconds long — that’s more than double the length of Vine videos, which last only 6 seconds — and, like Vine videos, can be uploaded in an instant.

For a healthcare facility, this app has much untapped marketing potential. Here’s four ways you can put it to work at your facility to enhance brand awareness:

  • Place your phone at the check-in desk so you can have employees capture a slice of your clientele’s diversity.
  • Keep your phone stationary in a hallway to show the amount of foot traffic seen throughout the day.
  • Hand it to doctors or nurses so they can demonstrate how they are able to multi-task in a high-stress environment.
  • Film an event like a blood drive to generate good press about how you are enriching the community.

Presently available for free on iPhone, Hyperlapse can be informative, while also adding some necessary personality to the world of medicine. Just make sure to obtain consent via release form before posting any personal information or images that would compromise anyone’s privacy.

For direction on how to incorporate this new technology and others into the world of healthcare marketing, including how to draft the proper release form, contact Wax Custom Communications at 305-350-5700, or visit waxcom.com.

 

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Enhance Brand Awareness through Meme Marketing

If you’re responsible for providing content for your healthcare facility’s social media channels, you might be floundering as you attempt to garner likes and retweets. Don’t worry — you’re not alone. Social media is becoming increasingly competitive and without dipping into the budget to create new ads, it can be challenging to attract attention and get that momentum going.

Testimonials, patient education and healthy recipes are all simple strategies you can use to provide content on your social channels — but so are memes, believe it or not. They often involve humor, as with the current Ice Bucket Challenge successfully launched by the ALS Association this summer. Since memes inspire, instill hope and create a sense of community, they can useful tools for healthcare social media.

Memes aren’t difficult to create, and you definitely don’t have to be an expert in Photoshop to produce one. Simply take a photo of something you think will inspire the followers in your community at your facility via your smartphone or tablet. Then add some language: look for an inspirational quote using sites like goodreads.com, Pinterest or BrainyQuote. Finally, combine image with quote with an app like Word Swag, Afterlight or Phonto – you probably won’t even need to disturb your creative department.

Within minutes, you will have created a DIY customized motivational image you can instantly share on all your social networks. Hopefully it will be inspirational enough to get your followers sharing it with their followers: that’s just how it goes with the meme’s popularity.

You will definitely be surprised how much traction these simple yet powerful combinations of word and image can bring. For additional simple content creation ideas to make your hospital or healthcare facility shine even brighter, contact Wax Custom Communications at 305-350-5700, or visit waxcom.com.

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