Signs your practice needs an agency

You’re used to doing it all – putting in long hours to build a successful practice. A full-service advertising and public relations firm can help take your business to the next level. But are you ready to hand off such a vital part of your business to an outside company? The following six signs are clues you are ready to take the leap.

Your neighbor’s teenage daughter is your webmaster
Maintaining a professional, dynamic website for your practice is a necessity. Just about everyone “knows a guy who is good with computers,” but do you really want to trust your business to the kid next door who is failing sophomore English class? An agency has the staff and expertise to keep your website up to date – even during finals week.

You think Twitter is a dirty word
Facebook, Google +, Pinterest, Tumblr, Twitter, YouTube, Foursquare… one way or another, social media is here to stay. Super Bowl 46 generated 12.2 million social media comments, up almost 600 percent from last year’s game. Staying on top of the latest social media trends and lingo is incredibly time consuming, but a smart businessperson goes where his or her customers are. Working with an agency allows you to focus on your practice while someone else sorts out the “tweets,” “likes” and “check-ins.”

You want to be on TV
You keep seeing doctors interviewed for news stories and think to yourself, “I’m much more accomplished, authoritative and attractive than that person. How come no one is interviewing me?” All kidding aside, when you are featured as an expert source in a news story, you receive an invaluable third-party endorsement from the reporter and the news organization. A good agency has established contacts in the media world – reporters come to them for sources and story ideas.

Your crisis communication plan is incomplete
If your first response is, “What crisis communication plan?” you DEFINITELY need to hire an agency. Just like you carry fire and malpractice insurance even though you hope to never use it, a solid communication plan needs to be in place well before a crisis happens. An agency will help you develop your plan and be by your side when the worst happens. News travels fast, bad news travels even faster. An agency will help you prepare for, and mitigate the damage of, a crisis.

Your business has grown and changed but your logo has not
Your logo and marketing materials have served you well thus far, but it might be time for a change. Fortune 500 companies, well-known brands and professional sports teams all update their brands and you should too. A graphic designer can help take your business to the next level by creating materials that catch the eye of your target market. A strong visual presentation communicates your message to patients. The right design will help you cut through the clutter and get your practice noticed in a crowded marketplace.

You want to advertise
Coca-Cola spends billions of dollars each year on advertising. Why? Because it works! Whether you are looking to place an ad in the local newspaper, start a national advertising campaign, or something in between, a full-service agency will help get the most out of your advertising budget.  Agencies are in the trenches daily, negotiating better rates than you can get on your own. In addition, an experienced media buyer will help you select the appropriate outlets to reach your target audience.

Crises range from a natural tragedy to a startling accident to a deep-rooted scandal involving a single employee. Given the political nature of health care and the delicacy involved with patient care, a crisis can arise from any facet of a medical organization.

Susan G. Komen was recently the subject of a national political controversy after its decision to retract funding from one of its most prominent beneficiaries. We sat down with Stephanie Kirby, Executive Director of Susan G. Komen for the Cure’s Southern Nevada affiliate, to learn more about how the national controversy impacted the local affiliate, how the organization responded to the incident, and how the local affiliate is moving forward in 2012.

Tell me about yourself and your role with Susan G. Komen.

I began volunteering for the Southern Nevada Affiliate of Susan G. Komen for the Cure in 2002.  My mother had died from breast cancer in June 2000 after a recurrence.  She fought incredibly hard, but it had spread to her brain.  Radiation to her brain took a toll on her and it was hard for her to regain her skills.  I returned to Las Vegas after caring for her for two months and she died three weeks later.  I felt lost and sad and it wasn’t until I finally looked up one day and saw the sign for Susan G. Komen that things began to change.  I walked into the Komen office and never looked back. In 2009, I became the executive director and I honestly love going to work every day. Words cannot begin to describe the phenomenal volunteers I am surrounded by on a regular basis.

What is the overall mission of the organization in women’s health care?

The Susan G. Komen for the Cure promise is to save lives and end breast cancer forever by empowering people, ensuring quality care for all and energizing science to find the cures.  Seventy-five percent of every dollar raised stays in the community to support organizations that are in line with our mission and can provide direct services to those affected by breast cancer.  Services include screening, education, support and treatment.  We have always focused on women and men who are largely uninsured or underinsured with less access to adequate care.  The remaining 25 percent is directed to our national research and grants program which is focused on finding cures.  Millions of dollars have been put into research and we are ultimately doing what we do in order to find the cures. There are several types of breast cancer and perhaps even some that have yet to be discovered, which is why we say we need to find the cures, plural.

What are your marketing initiatives and goals this year?

The marketing initiatives and goals for 2012 include coordinating and executing a successful Race for the Cure on May 5.  We would also like to expand our reach into the rural areas of Southern Nevada.  Our service area includes six counties: Clark, Lincoln, Nye, Esmeralda, White Pine and Mineral. Some of these areas are several hours away from any kind of health care facility.  We would like to strengthen our relationships with the medical community in these areas. In a time when resources are stretched thin, collaboration can be a wonderful way to reach a larger audience.  We are also focused on creating new partnerships in the community with organizations and individuals who can work side by side with us to make sure the services, we feel are necessary in the community, actually exist.

Recently, Susan G. Komen received some negative attention on a national level with regards to its relationship with Planned Parenthood.  How did the national incident impact the affiliate locally?

February brought a tremendous amount of negative attention to Susan G. Komen as an entire organization.  There are 120 affiliates who work under the umbrella of the national office and, though we each have our own unique areas of the country, we all follow the same policies and regulations.  The decision to discontinue the relationship with Planned Parenthood was made at a national level.  It was a tremendous lapse in judgment and the decision was reversed.  Apologies have been made, but the wake of confusion, anger and distrust is what remains.  Out of the 120 affiliates that exist, 19 funded their local chapters of Planned Parenthood.  The combined total of grant funding for a year for Planned Parenthood from those 19 affiliates is about $600,000.  To put that in perspective, our affiliate granted out $725,000 in 2011.  I am not attempting to minimize the partnership between our two organizations, but I think it is important for people to know the facts.  Locally, we have not funded Planned Parenthood in a number of years.  We do, however, provide them with educational materials, make referrals and work on committees to assure the population that we both serve has access to breast health care.  The decision hit our affiliate, as well as almost every affiliate, extremely hard.  I received hundreds of emails from people who felt we had turned our backs on low-income women.  When the decision was reversed, I continued to receive emails and phone calls with negative messages from individuals who do not support Planned Parenthood and their initiatives.  Those who were originally angry were glad to hear of the reversal but remained angry that it happened at all.  We need to work to regain the trust of those who have believed in us for three decades.

What did you do at the local level immediately following the media incident and what are you doing to recover from it?

The first two days after the decision became public consisted of fielding calls and emails non-stop.  Everything we were doing came to a screeching halt, with the exception of the calls from women who needed to know where they could go to get help…those calls do not stop. We released a statement to our supporters trying to [explain] a very confusing situation, which was difficult, as we were equally as confused.  The following day, the decision was reversed and we released a letter to our supporters.  The letter was taken well by some and not so well by others.  Without separating our affiliate from our national office, I needed people to understand that our office had not changed one bit with the original decision nor the reversal.  What has changed is the level of trust, as I mentioned above, and I am hopeful the community will give us another chance.  It will take a willingness to speak openly and answer questions, which I have been doing since this situation started.

What marketing events and next steps are coming up for Susan G. Komen’s Southern Nevada affiliate?

We are very aware of the challenges that lie ahead, but that cannot stop our work to raise dollars to put back into our community to assist with access to care. Our 17^th Annual Race for the Cure will take place on Saturday, May 5 in downtown Las Vegas.  Our next grant cycle will begin in April with hundreds of thousands of dollars going right back to our community.  We are collaborating with the Northern Nevada affiliate to make sure our entire state is represented and that our elected officials understand our mission. Every day, I look at a picture of my mom on the wall in my office.  I know she would be proud and I know what I do on a daily basis is what I was meant to do. We all make mistakes, but it is how we grow from those mistakes that will show who we truly are.  Susan G. Komen for the Cure is committed to becoming a better and stronger organization and I believe we have the opportunity and strength to do exactly that.

The Susan G. Komen controversy demonstrates why it is imperative to handle these situations with the utmost efficiency and care. Amid a crisis, companies must be transparent, honest and ready to disclose any and all information pertaining to a specific situation.

The worst thing a company can do during a crisis or controversy is nothing at all. Every organization should have a plan in place and be primed for meaningful, responsible action. To begin developing and implementing an effective crisis communication plan, visit http://www.lasvegascrisiscommunications.com/ or call the MassMedia Healthcare Marketing crisis division at 702-433-4331.

Employees are the lifeblood of any hospital or medical practice. In addition to performing their assigned responsibilities, they carry your message to patients and they carry out changes within your organization. Because they play such a vital role in the strength of your organization, communication with employees should always be made a priority.

From implementing the provisions in the health care reform legislation to rolling out new marketing campaigns, having engaged and motivated employees is key to the success of any organization’s initiatives and to the organization itself. Engagement and motivation are fueled by effective internal communication and a strong sense of belonging. Below are a few tips on ways to achieve this.

1. Send Regular Communication Updates

A newsletter or e-newsletter is a great way to communicate important updates, news, announcements, events, recognitions, etc. to your team. Content should include articles from senior executives on operations, compliance, provider plans, initiatives, patient care, marketing activities, and more.

Through an e-newsletter, your team members can access your practice’s or hospital’s website or social media sites such as Facebook, Twitter and YouTube.

This form of communication ensures that your employees all receive the same information. With more employees informed about the happenings of your practice or hospital, engagement with the brand and attendance at company events will increase.

St. Rose Dominican Hospitals produces an eight-page, full color bi-monthly employee publication titled “In Touch Newsletter.”

“In Touch keeps employees informed about upcoming events, staff highlights and the latest St. Rose news and provides a chance for departments and employees to highlight new technologies and procedures,” said Tammy Kline, internal communication specialist at St. Rose Dominican Hospitals.

2. Integrate External Marketing Campaigns and Internal Communication

When developing a marketing campaign, show potential ads and brochures, to several employees to test the message and ensure that it resonates with them and aligns with the organization’s beliefs and culture.

Before unveiling the new campaign to the world, show the final components to employees first to make sure everyone is on the same page. This will also give your staff time to internalize the message and become brand ambassadors to deliver it to patients.

Physicians, caregivers and staff members are the critical interface with patients and are a reflection of your brand. Their enthusiasm and commitment to the campaign will be essential to selling it to your current and potential patients. They must do more than just know the message- they have to believe in it and act on it every day. Be sure to display the campaign’s message at your practice or hospital so that your staff is constantly reminded of the image your organization wants to project to its target audience and the community.

3. Encourage and Foster Feedback from Your Staff

Two-way communication in which physicians, nurses, caregivers and staff members share their thoughts, ideas, opinions and feedback provides senior executives with invaluable and insightful information.

Dialogue and active listening should take place at meetings for all levels of employees. Creating an environment conducive to openness and honesty will result in employees having a more positive attitude about their workplace.

“St. Rose encourages two-way dialogue with our employees through various ways including monthly administrative rounds and quarterly employee forums,” said Kline. “These meetings are used to provide updates, address concerns and answer questions.”

Your team members can also take surveys and participate in internal focus groups to measure and discuss the effectiveness of processes and procedures as well as operations.

In addition to soliciting feedback, senior executives should also use team meetings to unify all employees behind the mission and vision of the organization and build excitement around its purpose.

Strengthening your company’s brand can empower you to entice candidates. Among business executives, LinkedIn has been used to help companies stay closely connected to members of their existing professional networks, extend their current networks and promote brand identity.

With the launch of LinkedIn’s new recruitment tool and customizable plug-ins, LinkedIn now delivers additional professional value to companies looking to attract top talent.

This past summer, LinkedIn rolled out their “Apply with LinkedIn” plug-in for use as a new online recruiting tool for its members. The company touts the plug-in as a way to remove friction from the job application process by enabling people to use their LinkedIn profiles as resumes. It’s a way for companies to “attract more high-quality, passive candidates who may not have resumes ready, easily access referrals and recommendations and enhance a company’s talent brand and stand out,” states LinkedIn.

In fact, the process is an easy one – companies only need to include the plug-in by having their web developers enter a few lines of code on their company’s website job posting page. Customization is also available to reflect the brand’s look with use of the member company’s logo and colors.  Additionally, applicant submissions can be managed by routing them to emails or by linking with an applicant tracking system.

Web based companies like Netflix, Tripit and Photobucket were among the first to use the “Apply with LinkedIn” tool on their own online employment web pages. After impressive results and “exploding traffic” on its network, LinkedIn and forecasters predict that this tool will become widely used by other industries and companies.

Also, LinkedIn has developed additional plug-ins, similar to those of Facebook and Twitter, which permit companies to include LinkedIn member content on their company’s webpages such as profile information, company information and share buttons.

For information on how to develop a profile on LinkedIn or for ways on how to post job openings to look for new talent, visit www.LinkedIn.com.

You might not like the idea of one more network to hassle with, but if your patients are using it, you had better be monitoring it, and you should be represented on it as well.  In fact, it is recommended that brands delve into and participate on this network with full force, as Google+ goes beyond what we’re used to with Facebook and Twitter, including features that present many opportunities for health care providers.

In the past, two online marketing techniques have reigned supreme: search engine optimization (SEO) and social media marketing. Google’s initial claim to fame was as the search engine giant, thus it only makes sense that a social network run by Google would incorporate both aspects of virtual marketing.

Much of Google’s success can be attributed to the carefully guarded algorithm that organizes the Internet’s infinite pages into practical listings based on user searches.  Many pieces of a web page are taken into consideration, such as the type of keywords used on the page and links to that page on other websites.  Google guards this ranking process so closely that the results stay relevant because webmasters are less able to corrupt the system to get their pages listed higher in searches.

In contrast, social networks such as Facebook host content promoted by individuals. YouTube videos often go viral because Facebook users are sharing them with their friends, who in turn share them with more friends, and so on.  Content is found outside Facebook (often through Google) and shared internally on a person’s network. Google+ offers the advantage of combining these two actions into one.

Last year, Google added a new piece to the puzzle of its search categorization: social search.  This has tailored the results you see to the networks you are on. A page will rank higher if someone from one of your social networks has already viewed it. You may have noticed the +1 button that has made an appearance on several websites and in Google listings. That +1 is a recommendation to Google that the associated page should be given a good position in search results. This feature is reminiscent of social bookmarking sites, such as Digg and Reddit, which promote pages based on votes from its users.

This means that if someone in your network +1’s a webpage, it is more likely to come up in your search results, opening the door for “viral” content past entertaining videos and Internet fads; if done right, your organization’s website can go viral.

To make that process more effective, Google is designing its own network that intertwines that personalized SEO with social networking.  Not only are you able to “vote” for websites, you can share them with other Google users by posting them to your feed the way you would on Facebook. However, when done on Google, the post creates a Spark, which can then be searched within the Google+ network.  Basically the two websites used for finding and sharing content (in this example Google and Facebook) become one website: Google+.  Therefore individuals (such as your professional staff) have a great opportunity to impact the attention their organizations receive.

While the primary focus of the massive search engine is to provide listings based on appropriate content, paid spots are also a key piece of Google.  While you can’t pay to have your page appear as the first site listed in the search results, you can pay to make it show up in the “Sponsored Links” section, which is generally operated through Google AdWords.  Google representatives have promised that this tool will be integrated into Google+.  Analytics will become more in-depth as user profiles will be attached to search behavior information.  This means that you can see who is clicking your advertisements and follow them back to their profiles to see who they are connected to and what other interests they have.

Facebook ads are less specific.  An organization can target Facebook users based on simple demographics and identified “likes.” It’s hard to derive pertinent information from those likes because there are many reasons a person might join an organization’s Facebook page, such as to receive insider deals or because the organization is that person’s employer.

Targeting users based on web browsing history is much more effective, because you can track a user’s search behavior to gain a more accurate concept of that person’s interests, and then follow them back to their Google+ profile for more leads on interested users.

Medical professionals specifically can find many features unique to Google+ that can benefit them. For example, if you want to position your doctors as the authority on a certain type of health issue, you might consider setting up a panel of experts to discuss the topic and broadcast it across the Internet using the Hangouts feature, which allows for video conferencing of up to 10 people at once.

Many organizations are already using Picasa to catalogue the pictures and videos of their organization, another feature of Google+.  Some speculate that other features, such as blogging platforms and Google Offers (similar to Groupon) will soon be incorporated into the mix as well, making Google+ the “one stop shop” for Internet users everywhere.

Typically, health care organizations are slow to adapt to social media.  Most of these organizations will let that opportunity pass and jump on later when success is shown by others. Thus, Google+ provides a fierce competitive advantage for those willing to make the leap.

Brands and marketers have used video to connect with audiences since the inception of YouTube and its effectiveness and reach has continued to grow as more and more users emerge. Videos allow consumers to connect with brands on a personal level that few other marketing tactics can offer.

Challenge

To achieve brand loyalty, consumer brands strive to establish a deep connection with their target audience; one that often times occurs naturally in the medical field. While many companies must get creative to determine how to incorporate engaging videos into their marketing mix, the digital platform is a natural fit for physicians and medical groups because of the personal connection that exists between patients and their doctors.

Despite the proven success of video marketing, the medical industry has been slow to adopt it. Only recently have hospitals and medical groups started to incorporate video into their communications plans, recognizing it as a viable way to connect with patients outside of the office. Some of the nation’s top medical marketers have capitalized on this unique opportunity and video has emerged as an important tool for physicians to connect with existing and potential patients.

Solution

Last month, MassMedia met with Mayo Clinic’s Social Media Director Lee Aase. Mayo Clinic, the first and largest integrated, not-for-profit group practice in the world, has emerged as a leader in social media and is a shining example of how to best use video in the medical field. With a dedicated social media department, Mayo Clinic has formed global connections between doctors and patients using Facebook, Twitter, YouTube and corporate blogging for several years. Video has become an integral part of Mayo Clinic’s communications with its patients and the global community. People around the world seeking reliable medical information can access an extensive video library through Mayo Clinic’s social media platforms.

Results

The clinic’s website includes links to its blogs and YouTube channel that houses videos on a variety of health-related topics. Important medical research and treatment advances are relayed through patient testimonials and interviews with doctors from each of Mayo’s three campuses across the country. The videos allow viewers to enter the world of the patient, hear their stories first-hand and get a real sense of their medical struggles and triumphs. The public has responded extremely well to Mayo Clinic’s efforts; its videos have received over 4.5 million combined views since the YouTube channel launched in June, 2006.  In addition, Mayo Clinic offers new patients access to doctor introduction videos so they can learn about their doctor prior to visiting the campus.  Because of these videos, first appointments and consultations have become more efficient.

From a public relations standpoint, Mayo Clinic has effectively used video to pitch the media and secure news coverage for its doctors, medical research and advancements. Video pitches provide reporters with a preview of the doctor, giving them a real sense of who the doctor is and how they would fare in an interview setting.

Next Steps

Aase stresses that a professional camera or editing studio are not necessary to produce and share valuable video content. Any medical practice can engage through video. A Flip camera and tripod are all you need to get the job done and get you on your way to increasing engagement with the media, your patients, their family and friends and people from anywhere across the world who are seeking reliable medical information. He plans to continue communicating through video content and encourages other medical practitioners to also engage.

Breaking down the Facebook “wall” between you and your audience can be difficult. As a health care provider, you face challenges engaging your fans that are unique to the health care niche. Below are a few tips to keep your fans interested in your page.

 Go above and beyond the freebie.

In a study by ExactTarget, 40% of participants reported “Liking” a page to receive discounts and promotions, while 36% do so to get freebies. However using complimentary or discounted services and products as motivation to “Like” a page is not always the best option. Some of the fans you receive as a result might not pay any attention to your page after receiving the incentive. To draw people to your page and to “Like” it, rather try providing information and content that is just.

Use your Facebook page as a communication vehicle between you and your audience by offering information and health tips patients would normally receive during a doctor’s visit and use it a communication tool to announce your upcoming community involvements, information on patient specials and links to your other marketing vehicles such as a newsletter. Present the information as an insider exclusive and make people want to “Like” your page on their own rather than bribing them to do so.

Remember to be friendly.

The key to social media is to be social. While professionalism is a must for health care practitioners, Facebook is not a professional medium. Give your Facebook page a face, someone your audience can connect with and relate to. You want to manage your Facebook page as a person, not as a business, and keep your content and tone light and approachable. Avoid medical jargon. This will not only make your page more likeable, it will help create a bond between you and your audience, making your insider exclusives much more powerful.

Don’t fall into the spamming trap.

According to ExactTarget, just because someone likes your page doesn’t mean they think it’s OK for you to market to them. Again, refer back to the idea of writing as a friend and not a business. It’s fine to do some marketing on Facebook, but keep it minimal or you will drive your audience away. Learn Facebook etiquette and avoid falling into the spamming track. Don’t have something interesting to post every day? Then, post every other day. Quality is more important than quantity.

By: Carmesha Thompson

If you work for or with a pharmaceutical company that has a Facebook page, then you are probably well aware of Facebook’s recent decision prohibiting pharmaceutical brands from disabling users’ ability to comment on brand posts, photos and videos. While branded pages solely dedicated to a prescription drug may continue to have the commenting functionality disabled (with Facebook’s approval), company, disease and patient-oriented pages must now allow commentary.

Prior to this decision, which went into effect August 15, pharmas were exempt from Facebook’s mandate that all pages allow for user commentary. This was done to protect pharma companies from any user comments that violate strict regulations set by the Food and Drug Administration (FDA).  This includes comments about side-effects and comments deemed as off-label promotions— which means to promote the use of a medical devise or drug for an indication not approved by the FDA. (For instance, if a company has a branded page for an anti-depressant and a user comments that the drug also improved his cholesterol level).  The FDA could hold the pharma responsible for such comments by issuing a citation to the company.  Companies were also concerned about the FDA’s “fair balance” requirement that calls for product claims about a drug to be balanced with additional information about its risks.

While pharmas are having to adapt to the new change, by either removing their pages or monitoring them more closely, many in the industry understand that one of Facebook’s main features is its interactivity and encouragement of dialogue on pages. The organization that people are irked at isn’t Facebook, rather it’s the FDA, for their unwillingness to outline clear social media guidelines and/or policies.

For the past month, those following the situation closely have been waiting with abated breath to see the type of outcome the decision would result in, with many predicting that pharmas would remove their pages altogether.

However thus far, the change has not had the major effect that many thought it would have. WCG, a communications agency focused on health care, reported that out of 62 pharmaceuticals, only 11 have removed their pages. Most are modifying their pages and carefully monitoring comments to catch and delete any that might raise a red flag with the FDA, such as comments that reference a product or posts that offer medical advice. Also as mentioned above, product-specific pages, in which inappropriate comments are more likely to be made, may continue to be disabled.

In addition, there are other ways that pharma companies can acclimate themselves to the change. There is a “More Information” section at the bottom of walls that can be used to add important safety information that will always show at the bottom of the page. This eliminates companies having to include the same disclaimer in every single post.

Since users cannot mention a product name, even to ask questions, pharma companies should provide an alternative, such as a FAQ section or a ‘Contact Us with Product Questions’ form that users can fill out. They should also consider having a comment policy page that explains the types of comments that will be removed and the reasoning behind the removal as Pfizer does here.

Applications also have been developed that will help pharmaceutical brands with the change including Facebook AETracker which helps pharma companies track user comments on adverse drug reactions and product misinformation in real-time as well as the PharmaWall which allows administrators to manage what content  is posted to their Facebook page.

By: Ariana Gomez

Video sharing is an easy and cost effective way to engage your healthcare audience. In fact, many healthcare professionals already use video sharing to promote their professional brand and attract new patients. If used correctly it can also offer an innovative platform in which healthcare providers can directly communicate with patients and foster relationships. There are three different platforms through which you can start sharing your videos: YouTube, your website and your blog.

Create your own YouTube channel

The easiest and most common way to engage in video sharing is through YouTube.  After going through a quick set up process, YouTube will allow you to disseminate videos to thousands of potential viewers. More importantly, YouTube works as a search engine, thus it will directly connect you to a receptive audience, as the people watching your videos actively searched you or a topic associated with your videos to find them. In addition, YouTube’s search engine function will simultaneously increase your online visibility.

Viewers subscribed to your channel will automatically be updated every time you upload a new video. Don’t be disappointed if you don’t become the next Isaiah Mustafa (the Old Spice guy). Not everything goes viral, but having your own video channel will allow you to monitor viewers’ conversations and video discussion. Pay close attention to these discussions and use the information to better tailor content to your audience.

Use video to rev-up your website

Another easy way to get started with video is by incorporating it into your website. Create a friendly welcome video for your homepage to help patients better connect with your brand. A good welcome video should be friendly and inviting and provide general guidelines of what information can be found on the site.

To incorporate video throughout the rest of your website, use informational videos. Create short segments giving patients a general overview of illness symptoms, preventative care, etc. The goal is to give viewers enough information to keep them engaged but not give too much detail. You want your videos to encourage viewers to return for more information.

Offer exclusive video content on your blog

Blogs are an excellent platform for video sharing as they allow for more content freedom. You can create a mini video series to bring audiences back to your blog. Miniseries help drive viewers to your blog and videos alike. A simple yet effective example is a “Meet Our Doctors” video series in which medical practitioners can talk about their personal and professional passions. Much like welcome videos, these help you connect with patients on a more personal level and help create a unified team image.

Whichever platform you choose to share your videos, make sure to keep your video content interesting. Audiences have short attention spans. No matter how interesting you think your video content may be, keep the length to two to four minutes. For longer videos, break them up into shorter segments and turn them into a miniseries. The key to video sharing success is to keep your audience engaged!

By: Carmesha Thompson

MassMedia Healthcare Marketing has always encouraged our clients to use social media to provide their current and potential patients and/ or constituents with useful health content pertinent to their practice/organization. As a result, their target demographic will perceive them as being a valuable resource and trusted source of health information. By posting this content on social media applications, practices/organizations are bringing the information to their patients and/ or constituents, saving them from otherwise having to look for it themselves.  We also recommend that practices/organizations take advantage of the accessibility of others through social media  and use it to interact with and influence their target audience.

Recently MassMedia launched the social media pages of Nevada Early Childhood Advisory Council whose Head Start and Early Head Start programs promote school readiness for economically disadvantaged children by enhancing their social and cognitive development through the provision of educational, health, nutritional, social and other services.

Using their Facebook and Twitter pages as well as their blog, Head Start plans to interact with and influence media, political and community leaders, and of course Nevada parents on a daily basis.  By establishing a branded presence, interacting with influencers and sharing appreciated and unique content, Head Start and MassMedia will create an online community that provides valuable information and fosters increased engagement.

These networks will feature tips for parents on keeping children healthy, cognitive development (such as counting games), and family activities that are local. Their social media pages will also include useful facts and health-related news, trends and reminders regarding children. In addition, the networks will also include links to assess children’s development and milestones as well as links to tips and resources to help children learn and understand (such as printable worksheets to practice writing).  Many of the updates will be translated in Spanish to further the reach of the message.

Be sure to ‘Like’ their Facebook page (http://www.facebook.com/NevadaEarlyChildhood) and follow them on Twitter (http://twitter.com/NevadaECAC) to not only receive this beneficial information, but to also observe how we utilize social media to engage and inform their audience.