Marketing Healthcare to Women: The Anatomy of Content Marketing

March 11, 2013 § 3 Comments

Content marketing is important to healthcare brands.  For many reasons.  The idea of content marketing is to intersect the consumer with content that promotes an idea, spurs an action or engages the audience.  No, this is not cat videos or elderly people playing dueling pianos.  This is real information that consumers can discover for themselves.  It is a targeted marketing approach that has quality, original content at its heart – hence, the infographic below – The Anatomy of Content Marketing from Content Plus.

Here are just some of the important facts to consider:

wider reachHubSpot research shows companies that blog typically get 55% more visitors than non-blogging competitors. This might have something to do with the fact that such sites get 97% more inbound links than others, which is also beneficial for their performance in search engine results pages (SERPs).

McKinsey Quarterly found up to half of all buying decisions are driven by a word-of-mouth recommendation.

Around 60% of Twitter and Facebook users are more likely to recommend brands they follow, so small businesses should focus on building their fanbase via quality content so they reap rewards.

The majority of consumers say they’d much rather get to know a brand through reading articles they publish than checking out advertisements about them. And 60% of consumers said they felt more positive about a brand after reading custom content on their site.



Marketing to Moms: Sharing Healthcare Info on Facebook

August 14, 2011 § 3 Comments

For Moms, Facebook is like the neighborhood coffee shop, the park playground and the backyard fence.  It’s the place where Moms are sharing important information about everything, including health.

I was reminded of that in a powerful way when I had the opportunity to interview a young mom who had faced life-threatening health issues and overcome them.  She explained how important Facebook had become to her – it was a way to give back by sharing information about her cancer treatments and her heart surgery.  She had been both encouraged and rewarded by her time sharing health information with others.

So when I came across this recent study from Lucid Marketing and, I thought it confirmed how women share health information.  The report finds that technology that connects friends is a top choice for moms seeking health-related information.

The research shows that  84 percent of Moms often share health related information via email and 69 percent often share via Facebook. Email and Facebook are also the places where they most often hear recent news – email (83 percent) and Facebook (76 percent). Only 65 percent choose television.

Pew Research also confirms the importance of social media in healthcare in their 2011 Social Life of Health Information Study:

Of those who use social network sites (62% of adult internet users, or 46% of all adults):

  • 23% of social network site users, or 11% of adults, have followed their friends’ personal health experiences or updates on the site.
  • 17% of social network site users, or 8% of adults, have used social networking sites to remember or memorialize other people who suffered from a certain health condition.
  • 15% of social network site users, or 7% of adults, have gotten any health information on the sites.
For healthcare marketers who are unsure about the role of social media in their media mix, it’s time to create a social media strategy.  First, determine the job you want for social media and choose your target audience. Is the job to communicate key messages, inform about events and activities, or cultivate important communities?  Social media requires the same type of planning that all other media requires – objectives, a message strategy, conversation, consistency, and measurement methods.

Marketing to Moms: Moms Cut Back on Physician Visits

August 17, 2010 § Leave a comment

While health care reform is still largely yet to be implemented, the wear of the recession continues to be seen in health care utilization.  It seems that as Americans continue to shoulder more of the health care costs, they have begun to use less healthcare.

An article in the Wall Street Journal reports that physician visits and hospital admissions are dropping this year, according to Thomson Reuters’ healthcare business, which surveys doctors and hospitals. Doctor visits have declined each month this year, including a 7.6% drop in May 2010 from May 2009. Likewise, hospital admissions dropped in three of the first four months of this year compared to those months last year, including being down 2.3% in April 2010 from April 2009.

The drop in usage has been reported in financial results for insurers, lab-testing companies, hospitals, pharmacies and procedures.  Elective procedures are being put off.  High-deductible plans are shifting costs to families.  And families may be shifting visits from physicians to cheaper retail clinics for those sports physicals and flu shots.

And Moms are even delaying childbirth in response to the recession.  HCA, the largest hospital chain in the U.S., reported deliveries were down 4.1% this year.

As early as last fall, more than half of moms reported that at least some of the time they have trouble paying current medical bills and have delayed medical care for themselves or their family because of cost.

And why is this a Mom issue?

  • 92% of Moms are responsible for their own health care decisions.
  • 65% of Moms influence health care decisions for their children.
  • 59% of Moms influence health care decisions for their spouse or partner.


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