GIFs – The power of movement

By: Leslie Raney

So is it “gif” or “jif”?

No matter how you pronounce the word, GIFs have taken over. Steve Willhite’s creation in the 80s has turned into a 2016 phenomenon, heavily influenced by the millennial generation.

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The first mass representation of GIFs was on MySpace, overwhelming users and crashing dial-up connections throughout the early 2000s. The file format boomed with the continued growth of social media, and caught the eye of digital marketers. They now value GIFs as a tool to capture the attention of target audiences like never before.

Don’t hesitate to join the GIF party, but keep these tips in mind when creating your next GIF-enriched email campaign.

  • GIFs are a great tool for email marketers because they capture the attention of consumers in a way still images cannot.
  • The small file size makes GIFs a great tool for email communications. Unlike a Harry Potter newspaper, GIFs will not play until the image is fully loaded. The file size is important in email marketing, so keep your GIF-greatness to under 125KB per image to insure most email platforms will accept and load the image properly.
  • Not all email platforms support GIF file formats. Make sure your first image in your GIF-y goodness relays your message and captures our audiences’ attention, because that is the image recipients will see if GIFs are not supported.
  • Keep it simple. Too much of anything can be a bad thing – don’t give your recipients a headache as they scroll to your call to action.

Check out these examples below that represent innovative email marking influenced by the use of GIFs.

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GIFs are all over the internet and ready-to-use, there are even apps to create custom images from video. If you have access to a talented designer, the sky’s the limit.

Google Adds Third-Party Reviews to Knowledge Panel

By: Keiana Hastings

Long gone are the days of scouring the internet for online reviews. Reviews are everywhere and easier to find than ever before. Last month, Google announced a new feature, reviews from the web, which pulls reviews from multiple websites and displays them in Google’s knowledge panel. This new feature allows users to see more useful, relevant content regarding their local search.  The screenshot below shows how the feature looks on smart phones.

As shown below, Google now showcases other review sites’ ratings in addition to the business’s Google My Business rating in the knowledge panel. Agoogle-new-featureccording to a Google spokesperson, the order in which the review sites are shown will be determined by relevance.

What does this mean for my practice?

When a patient performs a Google search, they now see reviews from third-party sites such as Yelp, Healthgrades, Vitals, etc., making your practice’s ratings on these sites more visible and relevant than ever.

While asking for reviews can be awkward and uncomfortable initially, it is a vital step in increasing the online presence and ratings for your practice. For more information on how to acquire new reviews, contact your reputation management account manager.

 

New Healthgrades Feature: Respond to Individual Reviews

By: Keiana Hastings

Healthgrades.com has undergone many exciting changes this year. In Q1, Healthgrades introduced a feature that allows patients to leave text reviews as opposed to just a star rating. The company later debuted a new user interface and just last week they announced another highly anticipated feature – physician responses.

As of August 9, 2016, physicians are able to leave a single text response to each patient review. All responses are filtered by Healthgrades prior to being published, so responses may not appear on the site immediately.  Formerly, providers were only able to submit one blanket statement for all reviews, so this comes as a welcomed change!

Beginning mid-September*, practice managers will be able to respond publicly to Healthgrades reviews using Binary Fountain. While responding publicly is a new capability for Healthgrades, the process for closing the loop will remain unchanged. Practice managers are still encouraged to respond to both positive and negative reviews.

Check out the infographic below for a few helpful reminders.

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If you have any questions, please contact your reputation management account manager.

*Tentative plan subject to change.

Meet Our Newest Team Member: Leslie Raney

Welcome, Leslie Raney! Leslie recently joined our team as an Email Marketing Specialist.

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Get to know Leslie:

On Sunday afternoons you can find me at brunch with my friends. I am a “foodie” and love trying the newest brunch spots around town. On a nice day, you’ll find me at the park after brunch enjoying the people and outdoors with my two Pomeranians.

When I’m not working, I enjoy trying out new recipes in the kitchen, working out, exploring the country and taking advantage of Nashville’s music scene.

My favorite city I’ve ever visited is Cinque Terre, Italy. The culture and structure of the city is truly amazing.

My Favorite social media site is Instagram. The platform is a great way to stay connected, learn and see stories told through pictures.

If I could have any superpower it would be teleportation. I love to travel, the ability to be in any city in a moment excites me.

My favorite movie is Remember the Titans. Two of my favorite things are history and football, and this movie tells one of our nation’s most important stories through a new eye.

Welcome to the team!

Pokémon Go: Should you De-List Your Facility?

By: Grant Peterre

If you’ve spent any amount of time in public the past month, you’ve probably witnessed a strange phenomenon: multitudes of people purposefully marching around with their phones facing forward, following odd tracking signals and expressing their desires to capture a Pikachu or acquire more Pokéballs.

Still wondering what this is all about? Here’s a brief introduction to Pokémon Go, the new mobile craze that is on pace to become one of the most viral application of all time.

Pokémon Go is an augmented reality game for iPhone and Android. Capitalizing on the immensely successful Pokémon franchise which encouraged players to catch and collect virtual monsters, Pokémon Go uses your phone’s camera and GPS location services to digitally display creatures for capture and collection, all against the backdrop of the real world.

The app is being lauded for encouraging players to be more active outdoors and unifying players and fans of all ages. Business and institutions are even taking advantage of the action: local business owners have been purchasing “lures” on Google Maps, which results in waves of players flocking to the location in search of Pokémon. The Art Institute of Chicago has even encouraged players to visit their museum via Twitter in search of Pokémon.

Pokemon and Your Facility

But what does this mean for hospitals and practices in the HCA community? Reports of increased foot traffic in and around various facilities has necessitated a reminder about safety and security protocol. It is important to remember that one of our top priorities is the protection of patient and company information. A popular game that relies on the collection of data through users’ phone cameras and GPS location could pose security threats to information and must be treated appropriately. HCA’s Information Protection Program has offered several helpful suggestions if you believe your site is facing issues with crowds, such as working with your IT team to determine if your facility is listed as a popular gathering point for players of Pokémon Go, or creating scripted messages to deliver which detail the potential security threats posed by players.

If you do discover that your location is a gathering point for players, here is the process for having your site removed from the map:

  • Visit the app developer’s support page at https://support.pokemongo.nianticlabs.com/
  • Choose “Submit a Request,” followed by “Report a Problem with a Gym or Pokéstop”
  • Supply the full address of your location

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While Pokémon Go is undeniably innovative and fun, always remember our commitment to HCA values and standards involving patient confidentiality and security. Please reach out to the Marketing & Digital Services team if you have any questions.

Leaving a Satisfaction Rating on ZenDesk

By: Hannah Brown

Once a ticket on ZenDesk has been solved by a member of the Corporate Online Marketing and Digital Services team, the requester of the ticket is sent an email 24 hours later inviting feedback on their support experience.  The survey simply requires a one-click positive or negative rating. The requester has the additional option to leave a comment on the rating. Here is how you leave a rating and comment on a ZenDesk ticket:

  1. Once the ticket is marked as Solved by a Corporate Marketing team member, an email is sent to the requester of the ticket.
  2. There will be two links in the email: Good, I’m Satisfied and Bad, I’m Unsatisfied.zen1
  3. After clicking the link of your choosing, the URL to the original ticket will be opened. (Note: you do not need a log in to leave a rating.)
  4. You will be prompted to rate the ticket and add an additional comment, if you would like.zen2
  5. Once you select a rating, it will be shaded in Green on the ticket. You will have 5 business days to change or update your rating before it is published in the system.zen3

Our team greatly values and appreciates your feedback. Leaving a rating with or without a comment on your solved ticket will help our team provide even better customer support to you and your team in the future.

How to Onboard Practice Managers, Practices and Providers

By: Elizabeth Wuellner

Maintaining an accurate, up-to-date digital presence is crucial to your practice’s online credibility. Whether you are opening a new location or onboarding a new practice manager or provider, it is important that these changes are reflected on your online entities and that new staff members receive training on digital marketing tools as needed. Below are a few common scenarios and recommended next steps for updating your digital presence as it relates to online listings and reputation management. For more information and a full list of onboarding and offboarding tasks outside of digital marketing, please see PSG’s complete checklist.

If you are a new practice manager:

  1. Complete a New PM request form on Zendesk, our online help desk. This form will notify your division’s reputation management account manager that you need to be set up on Binary Fountain’s software and enrolled in our Healthstream training course.
  2. Complete the digital marketing Healthstream training course to learn all you need to know about your practice’s online listings (Yelp, Google My Business, Foursquare, etc.), responding to online reviews and the Binary Fountain system capabilities.

If your practice or division is opening a new location:

  1. Submit the PSG listings and reputation management application to ensure this new location is added to the Binary Fountain dashboard and its online listings are claimed and updated.

If your practice is adding a provider:

  1. Submit the New Provider request form on Zendesk to ensure this new provider is added to the Binary Fountain dashboard and his or her online listings are claimed and updated.