Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Optimise Your Social Media Profile

Welcome to this week’s quick social media tip. If you find yourself with some extra time on your hands, why not take the opportunity to review your social media profiles. 

Your social media profile is the first place people will find you online so it’s important you make a good first impression. Check out this video quick tip to make your social media profile shine.

 

Here’s to your social media success!

Posted in #HCSM

A Step By Step Guide To Creating A YouTube Channel For Patient Education

As a form of patient education and health promotion, YouTube has great potential but currently, it’s not being used to its full potential.

Aside from patient education, YouTube is a significant addition to your marketing toolkit. Owned by Google, it’s the second largest search engine in the world with added SEO potential due to its Google connection.

YouTube At A Glance

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If you don’t already have a YouTube channel for your practice, perhaps now is the time to consider it.

A Step By Step Guide To Creating Your YouTube Channel

Follow these simple steps and you will have your own YouTube channel up running and ready to reap rewards.

Step #1 You’ll need a Google account to sign-in to YouTube

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Step #2 Next click on “My Channel”

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Step #3 Now add your business name or your own name 

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Step #4 Create a title for your channel

Your channel title should be descriptive and briefly tell viewers what your channel is about.

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Step #5 Select Customize Channel to fill in more details 

Add a link to your website and a description of your practice.  Adding your location to your YouTube videos will make them geographically searchable,

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Step #6 Add a thumbnail image (e.g your logo) and banner (channel art)

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I  recommend you use the same picture across all online media: Facebook, Twitter, website, YouTube, etc. Aligning your video branding with that of your business creates a consistent experience for your audience. When existing and potential customers visit your YouTube channel, they need to feel that it is part of a greater whole.

The recommended size for channel art is 2560 px by 1440 px.

Pro Tip: Canva can help you create correctly-sized thumbnail and channel art.

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Step #7 Connect your social media accounts

Add in your social media accounts.

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These can be overlayed on your banner image.

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As you can see it’s super simple to set up your own YouTube channel. In my next post, I’ll show you how to upload your first video and optimize it for viewing. 


Subscribe to my YouTube channel here

Posted in #HCSM

Need a topic for your healthcare blog? Here are 12 ideas to get you started

Healthcare blogs vary in content and style; they range from commentary on a topical issue to patients sharing the lived experience of a disease and healthcare professionals educating patients on the management of an illness.

Blogs written by doctors, nurses, health researchers, patients, and healthcare and digital marketers and innovators add much to the richness and diversity of the online healthcare conversation. 

Creating a blog is relatively easy; the challenge lies in consistently updating the content. If you are struggling to come up with new ideas on a regular basis for your blog, then this list of 12 content ideas should help get you going again.

#1 Share Facts About A Common Medical Condition

What kind of questions do your patients most frequently ask about a specific medical condition? Compile a list of these frequently asked questions and answer them on your blog.

#2 Curate Content

Creating original content is time and resource intensive.  Curation helps you provide your audience with relevant, high quality information on a regular basis without sacrificing your time and resources. Don’t rely on curation alone; curated content is designed to complement your content creation plan—not replace it.

#3 Announce a New Product or Service

Are you rolling out a new program, product or service? Write a blog post to introduce it and highlight its features and benefits.

#4 Update Readers on Industry Trends

Healthcare is constantly changing and evolving. Can you predict or comment on the latest healthcare trend? Readers will enjoy learning about it through your blog, particularly if you share your own unique perspective. Set up Google Alerts to keep updated on emerging trends in your industry to provide the latest information for your readers.

#5 Create A Poll

There are several online tools you can use to create a readers’ poll. If you have a WordPress.com site, then you’ve got Polldaddy polls already built in. You can create, manage, and see results for all of your polls directly in your WordPress.com dashboard. If you use a WordPress.org install on your self-hosted site, install the Polldaddy WordPress.org plugin. Use it to get a snapshot of readers’ attitudes to health topics like vaccination, screening, complementary therapy, mental health – the list is endless. Publish a follow-on post with your findings.

#6 Write About A Day In The Life

Write about a typica day in your working life as a healthcare professional. Be careful not to write about specific patients or to commit any breaches of privacy or confidentiality.

#7 Plan Posts Around Seasons and Events

Use an editorial calendar to track seasonal, cultural and industry events and write a blog post which fits the theme, for example, “How To Eat Healthily During The Holiday Season”.

#8. Share The Latest Medical Research

Have you been to a conference recently where you learned about new medical research? Or read about the latest research in a medical journal?  Let your readers know about it through your blog. Make sure you provide full references and link to online publications.

Here’s an example of this done really well by breast surgeon, Dr Deanna Attai on her blog.

#9 Invite A Guest Blogger

Ask a colleague to write a guest blog on an area of their expertise.

#10 Interview An Expert

Choose a respected healthcare professional and interview them for your blog. Alternatively, contact several experts in your field and have them answer a question: Take all the answers and turn them into one big blog post.

#11 Write About A Trending Topic

Provide your unique perspective on a trending topic. Find out what’s “hot right now” online by using Google Trends, Twitter.com/Search and Reddit.com.

#12 Provide a Weekly Round-Up Of Healthcare News

Gather the week’s healthcare news into a round-up post. Provide links, attribute sources and add your own commentary.

You might also like to read 3 Places To Find Interesting Ideas For Your Healthcare Blog

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Generate Fresh Content Ideas In 30 Seconds.. Or Less

Welcome to this week’s quick social media tip.

Today I want to share a tip with you for generating content ideas in under a minute using two similar tools. Use these tools as inspiration for topics you could write about.

1.  HubSpot’s Blog Topic Generator tool lets you input up to three different nouns and returns five blog topic ideas for you

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2. Portent’s Content Idea Generator allows you to generate content ideas with just one keyword. Be prepared that the tool can throw up some quirky suggestions, but don’t let that put you off. Keep playing around with it until you find one you can work with. I also really like how it shows you best practice tips, such as using metaphors in your writing.

Sometimes all you need is a little spark to get your creativity flowing again, and these tools may just the thing to get your creative juices flowing again.

Here’s to your social media success!

Posted in #HCSM, Twitter

12 Ways To Search For Health-Related Content On Twitter

Twitter’s statistics are mind-blowing. According to Internet Live Stats, every second, on average, around 6,000 tweets are tweeted on Twitter which corresponds to over 350,000 tweets sent per minute, 500 million tweets per day and around 200 billion tweets per year!

So, how do you keep up with all those tweets? Obviously it’s impossible to keep up, but you can handle the avalanche better through a combination of maintaining Twitter lists of the people you follow, health-related hashtags, etc., and using Twitter’s Advanced Search Engine.

While the easiest way to do a search on Twitter is to click the native search facility, did you know you can do so much more with Twitter’s advanced search capabilities?

Twitter’s advanced search capabilities allow you to narrow down your search using parameters such as specific keywords, language, people, location, and date range.

In today’s post, I will show you twelve ways you can use this powerful search engine to search for health-related content on Twitter.

1. Search for a phrase: for example “healthcare social media marketing strategy”.

2. Search for any of these words: for example “healthcare social media” or “healthcare marketing strategy”.

3. Exclude any word: for example “blog”.

4. Search for health related hashtags: for example #hcsm.

5. Search for any specific language.

6. Choose specific accounts to search within.

7. Or find tweets directed to a specified Twitter user or referencing a specific username.

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8. Search for tweets in a specific location or within a specified mile radius of a location.

9. Narrow down your tweets within a specific date range. This is useful if you want to catch up on tweets around a specific conference or event.

10. Discover sentiment around tweets – i.e. whether negative or positive.

11. Find health-related questions. This feature enables you to search for conversations happening locally that you might like to add your expertise to.

12. Choose to include re-tweets in your search. I usually exclude this search parameter, as I prefer to concentrate on original tweets; however it may be useful if you want to see how many times a tweet has been re-tweeted or who is re-tweeting specific tweets.

And here’s a snapshot of my final search results. As you can, I can zoom in on the most popular tweets, or those who are tweeting in real time. I cans also find photos and videos related to my search. I can even save this search, and embed it on my website.

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Considering its capabilities, it is surprising that Twitter’s advanced search engine is so underused. Try using it to create lists, curate content, and as a social media listening tool to find health-related conversations. Once you start, you are sure to find other ways to maximise this powerful search engine to advance your healthcare marketing.

Posted in #HCSM

How To Create A Social Media Mission Statement

Following on from a previous post on the necessity to create a social media strategy for your healthcare marketing, today I want to show you how to turn that strategy into a focussed mission statement.

This statement should guide your social media activity and help you focus in on where you need to spend your time and efforts.  Here is a sample statement I use with my own clients.

Social Media Mission Statement

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Each time you create a new piece of content or make a decision to try a new social media tool or platform, see if it fits the mission statement. Doing so will help make your social media decisions more focused and effective.

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Access Your Twitter Data

Welcome to this week’s quick social media tip. Today I want to show you how to review your Twitter data.

Reviewing your Twitter data can give you insights into the type of information stored for your account.

What type of information is available to you?

Your Twitter data provides you with a snapshot of your Twitter information, including the following:

Account: Log into your Twitter account and go to More.

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Click on Settings and Privacy. You will see information such as your username, email addresses or phone numbers associated with your account, etc.  You can update or correct most of this information at any time.

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Account history: You’ll also be able to see your login history, as well as the places you’ve been while using Twitter.

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Apps and devices: You can also view the browsers and mobile devices associated with your account (if you are logged in) or current device (if logged out), and the apps you have connected to your Twitter account. If you see login activity from an app you don’t recognize or that looks suspicious, you can go to the Apps tab in your settings to revoke its access to your Twitter account. The IP location shown is the approximate location of the IP address you used to access Twitter, and it may be different from your physical location.

Account activity: You will be able to see the accounts you’ve blocked or muted.

Interests and Ads data: You can also see interests that Twitter and its partners have inferred about your account or current device.

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You can also view any Twitter advertisers who have included your account or current device in their tailored audiences. You can opt-out of interest-based advertising in your personalization and data settings. This will change the ads you see on Twitter, however, it won’t remove you from advertisers’ audiences.

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Download an archive of your data: You can also download a machine-readable archive of information associated with your account in HTML and JSON files.

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Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Use Twitter’s Conversation Settings

Welcome to this week’s quick social media tip.

Today I want to show you how to use Twitter’s Tweet Reply conversation setting. 

Last August Twitter rolled out this function to users to give people more control over the conversations they start.

Sometimes people are more comfortable talking about what’s happening when they can choose who can reply. Users in the test pool have said that they feel more comfortable tweeting, and more protected from spam and abuse, which has lead to them tweeting longer, more in-depth thoughts, particularly on sensitive subjects.

Here’s how it works

Before you Tweet, choose who can reply with three options:

  1. Everyone (the default, standard setting)
  2. Only people you follow
  3. Only people you mention

 

Tweets with the latter two settings will be labeled and the reply icon will be grayed out for people who can’t reply. People who can’t reply will still be able to view, Retweet, Retweet with Comment, share, and like these Tweets.

I admit I haven’t used the feature, but it’s interesting to see how some brands are utilising it here.

How about you? Do you think this is a useful feature?

Posted in #HCSM, Infographics

The 11 Most Common Website SEO Issues [Infographic]

SEO (the acronym stands for Search Engine Optimization) is the process of getting traffic from “organic” listings on search engines in order to improve your website’s search engine ranking.

Did you know that 39% of total global web traffic comes from search, with Google receiving over 63,000 searches per second on any given day?

But 75% of users never click past the first page of search results.

In this infographic, you can see at a glance some of the most common on-site SEO issues, with duplicate content being the worst offender.

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Want to optimize your website? Check out these tools.

Posted in #HCSM

3 Digital Trends Making An Impact In Healthcare Marketing Today

Although digital marketing has been making waves in healthcare for quite some time, the last few years has really seen some dynamic changes.

Digital marketing has moved from a nice-to-have to a must-have for patient acquisition and retention. These changes are driven by trends in patient behavior and preferences, mainly by Gen Z and millennials.

Bottom line, if you don’t have a solid online presence, you’re missing out on many patients.

Here are three of the most important digital trends that have been making the biggest impact in the online marketing world.

1. The Shift To Video Content

Video is booming. YouTube is the second largest search engine in the world with added SEO potential due to its Google connection.

Video has become the predominant way people want to consume information and this goes for patients too.

Information delivered via video vs. print equates to a much higher retention rate. In addition, patients who watch videos featuring a physician feel a greater level of trust.

The type of video content you can create includes Q&As with physicians, patient testimonials, explainer videos, and live streaming.

Live streaming is a powerful medium because it gives your audience a chance to interact directly with you.

All the major platforms are either running and encouraging live video or soon will be. Its power lies in the fact that it is more than just a one-way flow of information. Rather, viewers can pose questions and provide feedback in real time. You can use it to reach beyond the clinic and engage with patients and caregivers wherever they are and whenever they watch to watch.

Additionally, live videos on Facebook and Instagram can be saved and used later, which is perfect for repurposing your videos and getting the most traction out of them.

Viewer engagement levels for live videos are ten times more than regular video by social media metrics such as likes, comments, and shares.

Facebook is now putting a greater emphasis on videos. Their algorithm prioritizes live video while they are being broadcast allowing the content to appear at the top of a user’s News Feed.

Additionally, Facebook Live videos are archived on Facebook and can be viewed and shared after the live broadcast.

The format is easy to use, can be low cost or professionally produced, and enjoys extremely high engagement levels. And with Millennials’ love for dynamic, real-time, interactive digital experience, Live is one of the best ways to reach them.

2. Mobile Responsive Websites Are A Must

Google a year or so ago, announced a major change to the way its search index will rank sites: it will go mobile-first.

As the company explained at the time, Google’s algorithms will eventually primarily use the mobile version of a website’s content to rank its pages.

Without a mobile responsive site, not only are you losing out significantly in the organic search rankings, but Google has made it very clear that it will penalize sites that are not mobile responsive.

Recommended Reading: How To Ensure Your Website Is Mobile Compatible

3. Voice Search Is On The Rise

The majority of patients searching for information on the web still trust search engines but the way people search for information online is changing. Increasingly, people are using voice search on their smartphones, tablets or voice assistants (like the Amazon Echo or Google Home devices) to search for information on the internet (yet another compelling reason to make sure that your site is optimized for mobile).

In essence, voice searches are largely about answering questions, not about focusing on individual keywords. SEO is fast becoming AEO (Answer Engine Optimisation).  To quote NewsCred, “If you’re a marketer, “What’s the Alexa strategy?” will be a question you’ll be expected to answer.”

Recommended Reading: OK Google: Why & How Your Medical Practice Should Prepare For Voice Search

Wrapping Up

Social media is constantly evolving, and while you need to stay abreast of trends, you don’t necessarily need to jump on each and every one of them at once. To stay competitive in the social space, we need to be open to new technology and ready to experiment with new tools, but we shouldn’t fall for the proverbial “shiny object syndrome.”

Keep your sights on the bigger picture — ask yourself how this new technology fits with your overall strategy. The challenge as always is keeping ahead of evolving social media trends, but equally staying true to your mission and vision.


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