Starting with the first session on February 25th, the Backstage Pass Webinar series is back for its third year. This Webinar series – or mini Web Clinics, have been popular the past 2 years. With 11 new mini Web Clinics on tap, you’ll want to participate in this year’s “can’t-miss” sessions.
Backstage Pass is a great chance to hear from healthcare leaders, often drawn from past HCIC faculty, who provide case studies and lessons learned on the latest trending topics. These Web Clinics provide answers to questions to help you learn how to:
- Drive business with a limited budget.
- Develop a content marketing plan.
- Get valuable patients and ROI through digital marketing.
- Keep up with the ever-changing needs of the mobile connoisseur.
Here’s a deal you just can’t refuse: We’re offering a 40% discount if you register for all 11 Web Clinics by February 25th. Yes, you read that right – 40% off the price of purchasing the sessions individually! Pay just $625 for the entire series by Feb. 25th and get huge savings.
If you don’t think you can commit to all 11 sessions, you can receive the package price of $375 if you register for 5 Web Clinics by June 3, 2015. That’s also a 40% discount from the price of 5 sessions purchased individually.
Of course, if your schedule is too unpredictable to commit to several sessions at once, you always have the a la carte option of $95 per session.
Please register by visiting the registration page. We hope to see you – virtually – soon!
As we move headlong into 2015, it’s time to do a quick step back to make sure your digital marketing strategy is where it should be for the upcoming year.
Here’s some thoughts:
- Digital marketing will change: Digital marketing is no longer just about selling. Rather, we’ve reached the time when digital efforts should be about serving your audience with content that’s of value to them, by answering their questions and making their time online worthwhile. According to David Meerman Scott, best selling author: “In 2015, digital marketing will converge with digital selling in a meaningful way. Marketing (one to many) and sales (one to one) are beginning to use the same techniques of content creation and real-time engagement. The best organizations will not run marketing and sales as separate “departments” but will merge the two functions into one customer facing organization focused on revenue generation.”
- A move back to basic marketing: As the pendulum swings out, so it also swings back again. Make a point of evaluating your digital strategy and your target audience from the ground up. What’s working? What’s not working? Once you’ve determined this, re-prioritize your strategy based on the results of your analysis.
- Moving toward more humanity: As a part of moving away from selling and toward developing relationships with consumers, digital efforts should focus on the humane, i.e., applying human touches of humor, videos, images and other graphics to win the human side, and thus win the sale.
- Storytelling – the visual way: Now that everything has gone digital, the best way to engage your audience is by visual storytelling. With visual stories, marketers can stand out from the rest and engage their audiences with lively stories that evoke emotion.
- Coding – the required component: With your marketing efforts needed across multiple platforms and media, front-end development and coding are more important than ever to enhance and optimize your content strategy. As a marketing leader, you don’t have to be a coder, but you do have to become increasingly more technology savvy. The future of marketing is dependent on good technology decisions and marketing’s involvement in choosing and using the right technology. We can’t just leave technology decisions and management up to Information Services.
- Measure, measure, measure: If monitoring and measuring your analytics is a “sometime” thing or a half-hearted effort in your organization, you need to step it up. Measurement will drive marketing emphasis in 2015 in order to be successful with digital efforts. Tech savvy and expert analysis will be front and center this year. If you aren’t measuring your visitors’ opinion of your Website, how digital influences your brand and identifying user-based Web improvements, call us and ask about gSight. It’s our new online experience survey, and might be just what you need in 2015.
- Wearables: By the end of 2015, wearable technology should be strong enough for early marketing applications. What does marketing look like when the Internet surrounds us – when the Internet of Things evolves? Does your digital marketing strategy include wearables?
What are your thoughts about digital marketing in 2015? What plans are you making? Let us know. We’d love to hear. Happy 2015.
I know, it’s only mid-January, but the Call for Speaking proposals for the 19th Annual Healthcare Internet Conference (HCIC) is now available. Applications are being accepted until Friday, February 20, 2015. We encourage you to share your knowledge with others at this year’s HCIC.
Submitting a proposal is as simple as 1-2-3:
- Step 1: Read through the Call for Speakers Brochure and decide:
- the type of presentation you want to make (60 minute concurrent session or 3 hour deep dive workshop).
- the track for your presentation.
- Step 2: Complete the online application by Friday, February 20, 2015. We encourage you to submit more than one idea if you want, and remember: case studies are always preferred.
- Step 3: You’ll know hear back about your application by May 2015.
We look forward to seeing you in Orlando this November. The conference hashtag – if you want to talk about it – is #hcic15. And I promise you, it will be here before you know it!
Thanks for your interest and ask if questions.
It’s getting late in December as we slide down the fast track to 2015. Thanksgiving, Christmas, New Year’s Day – they all fly by so quickly!
Along with everything else you’re doing to wind down 2014, you should take a few minutes to consider your social marketing strategy for 2015. Even if you have a social media plan in place, it’s a good idea to review and tweak it at least once a year.
Here are some points to consider when reviewing your social media strategy:
- What are your 2014 analytics telling you? Knowing how many Facebook likes and shares, Twitter retweets and Pinterest pins you garnered this year is nice, but there’s more to the data than these numbers. You should dig deep enough to learn:
- The type of traffic being referred to your Web site by social media
- To which pages the social media traffic is referring visitors
- The conversion rate of referred traffic
- What your competition is doing.
- Are your social media objectives stated clearly? If your objectives are not clear and measurable, you’re more likely to flounder in meeting your goals. Also, if you’re considering new social media efforts, like Facebook ads or promoted tweets, you need to be clear about why you’re doing it and have specific goals to meet. All social media tactics should have specific goals and different social media channels have different strengths and potential impact.
- Is your social media strategy integrated with your owned, earned and paid channels? Your social media plan should be co-dependent on your owned channels and generating earned media. Are you using social media to support all your channels?
- Have you performed an audit of your social media channels for 2014? Just because everyone else is on Facebook and Twitter doesn’t necessarily mean your organization should be, if the ROI isn’t favorable. If an audit shows that one or more social media channels isn’t bringing in the expected traffic, do you have an alternate strategy to replace it? Maybe you should.
- Are you keeping up with changes/new players in the social media space? New social media channels are popping up on a regular basis. While many of these new channels are “niche” channels that aren’t necessarily pertinent to your organization, you should at least assess the latest channels to see if they might be appropriate for your particular brand and/or target audience.
Whatever your social media strategy, it’s important to assess and evaluate your strategy to ensure that all parts are working efficiently and effectively together. We’d love to hear what you’re doing and learn about your results. Let us hear from you.
And in case we don’t talk with you again before 2015, all of us at Greystone.Net wish you a happy and joyful holiday season. We look forward to what 2015 holds for us all.
Since the 18th Annual Healthcare Internet Conference concluded Wednesday afternoon November 5th, we’ve had time to reflect back on the event in Scottsdale. Including the Insights 2014 Client Conference on Sunday afternoon, it was a truly wonderful 3 ½ days!
Some highlights that come to my mind:
• The keynote speakers this year were spectacular! The diversity and quality of the speakers were great … from Paul Szablowski sharing his view from the fringe (and from the Ebola front) to Scott Stratten’s 75-minute hysterically funny rant on social media to Ross Bernstein’s non-stop talk on building championship teams to Andy Gradel’s practical take on building a digital budget — they were all special, informative and entertaining in their own ways.
• The number and variety of concurrent sessions kept the audiences involved and engaged.
• The Westin Kierland was a wonderful venue and conducive for both learning and informal networking. The evening bagpipers – playing at sunset – added to the fun. They were enchanting.
• Personally, I enjoyed all the interactivity and sharing. And meeting so many of you. Catching up with old friends and making new ones. That’s always the highlight for me.
There have been several blogs written about the conference already (from SiteWire, Avid Design and others) and below I share a few of their thoughts and take-aways:
- In order to be successful, you must start with your hospital’s “why” and define how it is different than your competitors. [Learning from the Fringe: Uncommon and Innovative Insights Come From Uncommon and Innovative Places. Paul Szablowski, Texas Health Resources.]
- Healthcare has a Net Promoter Score of 10.8. Lower than all industries except utilities, Internet service providers and cable companies. [Learning from The Fringe: Uncommon and Innovative Insights Come From Uncommon and Innovative Places. Paul Szablowski, Texas Health Resources.]
- Today, the average hospital spends 9% of its media budget on digital, while the average for other industries is 25%. [Digital “Shift” Happens: Making the Case to Turn Digital Dimes into Dollars. Andy Gradel, Main Line Health.]
- In a crisis, when “it” hits the fan, it isn’t time to hide behind the fan. Immediacy is key. You have to own it and engage. [UnMarketing. Stop Marketing, Start Engaging. Scott Stratten.] Or to say it another way: “Gotta be in the game with social media … an immediate response to a negative comment is the only way to diffuse the negative impression.”
- ‘Your brand is only as successful as the last person that influences a patient or consumer’s impression of it.
- Assess where you are then move in the right direction – review data and make adjustments for smarter ROI.
- “If you have a lot of employees saying dumb things on Twitter, you don’t have a social media problem, you have a hiring problem.” [Scott Stratten, Unmarketing]
- Patients, like consumers, have a choice – focus on positive user experiences to develop dynamic relationships.
- CRM is not just a tool, but a philosophy.
- “You can’t fake passion” [Ross Bernstein] And boy, was he passionate!
- Connect your digital footprint … integrate it all for stronger results.
- Think out of the box – look at non-healthcare industry consumer successes.
- Look at retail – specifically for convenience, value and giving what consumers want – and apply those principles to healthcare.
Lots of attendees took to Twitter to discuss their thoughts and take-aways. You can check out the entire Twitter stream by searching the #hcic14 hashtag. Here are three we liked a lot:
If you came to #hcic14 – thanks for attending and participating. We hope everyone learned a lot and had a great time. We at Greystone sure did. Don’t forget to mark your calendars for the 19th Annual HCIC – next November 9-11, 2015 – in Orlando!
We also want to send best wishes for a very Happy Thanksgiving to all. If you’re traveling during the holiday week, please take care and be safe.