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

pokemon

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.

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.

Snapchat: Where Your Next Customer Lives

By: Stacy Acquista

If you are subscribed to any marketing trends newsletter, you may have noticed Snapchat popping up in all of your subject lines within the past few months as the next big thing. Snapchat is currently the fastest growing social network for American millennials, with 60% of 13-to-38-year-olds having an account (source: Forbes, Jan. 2016). As the largest generation in our history is starting to require healthcare services for themselves and their families, your hospitals have the opportunity to engage consumers in a platform where 100 million active users spend an average of 30 minutes per day (source: Business Insider, March 2016). Millennials are now representing the largest population with purchasing and healthcare decision power for multiple generations within their households. We need to be part of the conversation within this growing platform where a captive audience lives daily.

What is Snapchat?

Snapchat is a popular mobile messaging application that allows users to share photos, videos, texts, chats and drawings with their friends and followers for 24 hours of viewing. After that time period, the photos and videos automatically erase. Additionally, users can choose to follow their favorite brands’ interactive channels. Although Snapchat was originally a trendy application geared toward teenagers, the recently added features have propelled the platform into a much broader space with advertising potential. Established brands including General Electric, Gatorade and the New York Times are using Snapchat branded channels and filters to connect with their customers with very low-cost, highly personalized content.

Snapchat 101

Below is a breakdown of the six main features for Snapchat users within the application:

  1. Snaps

Snaps can be a photo or video sent in a message to another user that can be viewed or played for up to 10 seconds. Photos and videos can be viewed multiple times over the 24-hour period, with the user being notified each time someone views their snap or if a screenshot is taken.

  1. Geofilter

By swiping to the right of a photo or video, you can add custom filters to enhance your snap including location, temperature and speed filters. There are many advertising opportunities within the geofilter function for brands:

Lens

On the more popular spectrum, Snapchat utilizes facial recognition software filters to brand your face with a superimposed digital image. Animations are activated with mouth or eye movement, such as the popular rainbow mouth and dog ears samples seen below.

snapchat 1

On-Demand Filter

One of the newest features is an on-demand geofilter, which allows a brand to geo-target a group of Snapchat users within a specific location for a set amount of time for a minimal cost. For example, if your hospital is hosting an anniversary celebration, you can create a customized geofilter and encourage attendees to share it on social media for their friends and families to view. Within this feature, brands are providing a personalized experience that can be shared with multiple users in a visually stimulating exhibit that is actively on the user’s phone and inside the third most used application (Snapchat, 2014).

snapchat 2

Sponsored Filter

The most expensive option for brands is to own a sponsored filter, ranging in $500,000-$700,000 category depending on the reach. This temporary branded filter is featured as the first of the lens options and is often used for special events such as movie premiers and product launches. This can be customized by time period and location similarly to an on-demand filter, but with a higher reach due to the placement within the lens category. Some examples of the most popular branded placements are below.

snapchat 3.jpg

  1. Chat

Users can send chat messages to specific users similarly to other chat applications.

  1. Stories

This function allow users to piece together a collection of photos and videos strung together to form a story visible for 24 hours.

  1. Discover

These are 20 dedicated channels for major media publications who have an agreement with Snapchat to publish a daily Discovery Story. Major brands include Buzzfeed, ESPN, Food Network, CNN and Mashable. Below is a chart highlighting the reach and success of each channel (source: Variety.com, 2016):

snapchat 4

  1. Live

This feature allows the Snapchat team to string together snaps from individual users into one long storied snap. It is usually focused on special events and holidays around the world.

Statistics

Here are some quick facts and statistics to know about Snapchat:

  • Founded in 2011 and headquartered in San Francisco, CA
  • There are 200 million users total on Snapchat
  • There are 100 million active users daily
  • More than 20,000 photos are shared every second
  • 70% of Snapchat users are female
  • 60% of smartphone users ages 13 to 24 are on Snapchat
  • User spend an average of 25-30 minutes daily on the app
  • Snapchat reaches 41% of all U.S. 18 to 34-year olds vs. 6% via TV networks
  • Facebook has attempted to acquire Snapchat for $3 billion in the past, but was declined
  • Snapchat is currently valued at $18 billion

(Sources: Omnicoreagency.com, Business Insider, Hubspot, Wall Street Journal)

Branding capabilities

Snapchat can be a powerful communication tool for a brand that easily integrates with other existing social platforms. By creating meaningful visual content, brands can maintain engagement and drive purchasing decisions. The possibilities for hospitals creating engaging content are endless. Initial applications can include:

  • Patient testimonials
  • Physician Q&A
  • Day in the life of a nurse or physician
  • Contests
  • A custom geofilter for special events including hospital week and healthcare observances
  • Virtual tours of floors and units
  • Sneak peeks at grand openings and new programs
  • Behind the scenes and meet the staff footage

Measuring the Return

The most powerful from of marketing is word of mouth. That same word of mouth has extended itself beyond family and friend circles and into the world of social media for everyone to read. More than 40% of consumers use social media to help manage their health (source: Mediabistro) with 41% of people citing social media affecting their choice for a doctor or hospital (source: Demi & Cooper Advertising and DC Interactive Group).

But is Snapchat a valuable use of your limited resources and a viable social platform to provide a return on your investment? Snapchat provides usage data and demographic information regarding views and engagement. Furthermore, the campaign’s call to action can affect how brands can continue the conversation with the user on other platforms including YouTube videos, Facebook and websites.

Snapchat has recently partnered with Oracle to provide more concrete ROI data to compete with other platforms such as Facebook and Instagram. The company has also partnered with Google’s double-click to verify ad viewing and Moat to measure video ads. For brands who have tested the waters with Snapchat, 92% of ads for consumer packaged goods drove higher in-store sales (source: Advertising Age, June 2016).

The key measure of success with any campaign is to monitor a movement in consumer awareness, patient calls and patient volumes. With a tailored campaign, Snapchat is the most digitally interactive application to connect brands to its users. Similarly to other popular social media platforms, there are those brands who are at the forefront and those that risk falling behind. Our hospitals need to be present where users are looking for engagement and to exhibit technological sophistication in everything we do, including communication and advertising.

Next Steps

The first step before venturing into the branding world of Snapchat is to create your own account and start exploring. Become familiar with the functionality and navigation of the platform. Discover what content would be most appealing from the user’s experience and how you can incorporate this tactic into your marketing campaigns.

To learn Snapchat basics including setting up an account, visit Everyone Social’s page: http://www.everyonesocial.com/blog/your-definitive-guide-to-snapchat?utm_campaign=shareaholic&utm_medium=email_this&utm_source=email

Sources

http://www.businessinsider.com/how-much-time-people-spend-on-snapchat-2016-3

http://blog.hubspot.com/marketing/snapchat-best-brands#sm.0000109vp6m3gheiuuhat5f7avf5e

http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-need-to-know/

https://getreferralmd.com/2013/09/healthcare-social-media-statistics/

http://www.wsj.com/articles/snapchat-how-brands-reach-millennials-1466568063

http://variety.com/2016/data/news/snapchat-content-survey-how-much-millennials-actually-use-live-stories-discover-and-more-1201736616/

http://adage.com/article/digital/snapchat-partners-oracle-show-ads-work/304526/

http://mwpartners.com/snapchat-is-now-the-third-most-popular-social-network-among-millennials/

Submitting a Ticket through ZenDesk: The HCA Digital Operations Online Help Desk

By: Hannah Brown

How to Submit a Ticket on ZenDesk

The Digital Marketing Operations Team is excited to introduce Zendesk. Zendesk is an online help desk that allows HCA practices and marketing teams to easily submit any update requests or questions regarding their online listings, Binary Fountain or general reputation management to HCA’s Digital Marketing Operations Team. After a user submits a ticket, a member of the team will follow up regarding the request within 24 hours.

Going forward, we ask that you use this online help desk to:

  • Claim or update online profiles for your hospital, service lines, practice or physicians.
  • Inquire about responding to a review
  • Report a duplicate online profile for removal
  • Contest or hide an online review
  • Make updates to Binary Fountain
  • Provide general feedback to our team
  • ….and much, much more. When in doubt, fill it out!

Here is how to submit a request through Zendesk:

  1. Go to https://hcadigital.zendesk.com. Please note: You do not need to log in.
  2. Click Submit a Ticket.
    zendesk1
  3. Select the type of request you are submitting: Online Business Listings, Binary Fountain, Reviews or Miscellaneous.
    zendesk2
  4. Select a sub-category for your request under the request options.
    zen desk 3
  5. Complete a request form, detailing all relevant information. The following fields are required and must be completed in order to submit a request:
    1. Your name
    2. Your email
    3. Your division
    4. Your location name
    5. A detailed description of the issue

After submitting a request, a member of our dedicated team will follow up with you within 24 hours and continue to provide regular updates on the progress of your request via email. Multiple team members are available to assist with your requests or filter them to the correct people. Additionally, users also have access to a library of digital marketing toolkits to reference at their convenience.

With your help, we look forward to providing a faster, more transparent and more structured support system to better serve you. If you have any questions, please contact Hannah.brown@hcahealthcare.com.

 

The New PMP: 5 Things You Need to Know

By: Kelly Bodell

New PMP

We’ve heard you, and we’re making a change!

Promote My Practice has an exciting update – the Marketing and Digital Services team will now be centrally managing all online profiles, which includes updates for existing profiles and claiming requests for new practices, providers or locations. While Promote My Practice is our Physician Services Group online marketing brand and encompasses many services – including resources on online marketing and social media Best Practices, toolkits, newsletters, blog posts, etc. – our Online Marketing Training Program was a significant offering within that brand.

With the announcement of our listings management implementation, we have received a lot of questions about the Promote My Practice program and where it stands. The program itself is still active, and our team will continue to assist with questions and best practices in regard to online listing and social media sites. The biggest change to the program is the retirement of the Course 100, 200 and 300 offerings.

5 Things You Need to Know:

  1. Practices will no longer enroll in a five-week course to learn how to claim listings – all basic online profiles will now be centrally claimed and managed.
  2. New practices or new Practice Managers will no longer participate in a structured Promote My Practice course to receive training on claiming/updating listings, since all listings will be managed centrally.
    • We will be launching a new 1-hour Healthstream Training Session this summer specifically for new practices/new managers to learn how our team is managing online profiles and the new process for submitting updates. Stay tuned for more updates on this online course.
  3. All passwords to existing online profiles have been updated with new credentials and will be maintained by one source, eliminating any Practice Manager transition or login issues.
  4. Yext – a listings management vendor – will also continuously monitor and update any additional profiles that are created on online listing websites (including other 3rd party websites, such as Yahoo, not covered in PMP).
  5. Course 200 – our Facebook course – has been paused this year due to leadership prioritization of centralized listings management. If you are interested in managing a Facebook page for your practice or taking action on an unclaimed page that exists for your practice, we will assist with page setup and share training materials, Best Practices and resources to those administering the page.

 How Do I Make Updates to My Listings?

  • All Claiming Requests: If there is a Google My Business, Yelp, Vitals, Healthgrades, Foursquare or Angie’s List profile that needs to be claimed, contact Kelly Bodell.
  • All Profile Update Requests: If any of the above listings need to be updated, please contact Hannah Brown. These two account managers will help with any of your online listing needs and questions.

Our team will continue to update this blog with helpful news, tips and recommendations for promoting your practice’s online presence. The helpful articles in this blog will be summarized in our PSG Social Media and Online Marketing Updates email, which will now be sent quarterly. If you would like to be added to the email list, please contact Emily Williams.

If you have any additional questions about Promote My Practice and how we support PSG, please reach out to Amanda Short.

How to Update Location Information in Google

By: Kelly Bodell

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Note: If you are a hospital, contact our team to update your location information in Google. 

Google is a wonderful tool, and if used correctly, it will help patients find your practice, call to make an appointment and it may even direct them right to your practice’s door. However, if your practice’s information is incorrect in Google it can create havoc.

If your phone number is incorrect you could be losing appointments, if your address is incorrect patients may get lost on their way to your location, and neither of those are a good ways to start of your patient relationship and experience with your practice.

That is why we always recommend you check your Google listing at least once a month to make sure the information about your practice is correct. If you check your listing and notice you need to make changes, follow the below steps.

>> Situation 1: If your listing is claimed and verified in your Google My Business account, you can make changes by following the below steps.

  1. Log into your Google My Business Account by visiting google.com/business and logging in.
  2. Once you are in your Google My Business dashboard, click Manage Location.GoogBlog_1
  3. Once you are in the listing, you can click the Edit Info link (the middle tab in the top blue bar) or you can click the red Edit button that is in the top right corner of your listing.GoogBlog_2
  4. When you are done typing your changes, click the Done editing button on the bottom.

 

>> Situation 2: If your listing is not claimed and/or verified, you can make changes by following the below steps. (*Please note you need to have a Gmail account in order to track your edits to a business listing.)

  1. Search your listing in Google Search or Google Maps. If you search through Google Search, a Google My Business listing may pop up on the right-hand side of the window. If you search through Google Maps, the listing will appear under the search bar on the left.
  2. Click on Suggest an edit link toward the bottom of the listing.Google Search:                                              
    GoogBlog_3

    Google Maps:      

    GoogBlog_4

  1. If you are working in Google Search, click on the edit pencil on the right side of the section you need to edit. If you are working in Google Maps, click on the text area that you want to edit and a new text box will appear where you can type in your edit. Once you are finished, click Submit.Google Search:
     GoogBlog_5
    Google Maps:

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  1. Once your edits are in, monitor your Gmail account for confirmation that your edits were indeed made. If your edits were not approved or published, contact Google Support.

Please note that we recommend you claim any unclaimed listings for your practice that exist on Google. This will allow you to edit the information in the future and remove the listing if it is a duplicate listing for your practice. If there is an unclaimed listing for your practice and you have not been through Promote My Practice Couse 100 or need help claiming it, please contact the Online Marketing Team.

Avoid Negative Reviews by Focusing on Four Key Areas of Your Facility

By: Jael Teme

Avoid bad reviews

Expectations vary from one person to the next, especially in the healthcare world. Providers might have an idea of what constitutes a successful visit, while patients may have different expectations.

According to Online Physician Reviews, patients are leaving online reviews based on these four categories:

  1. Communication skills
  2. Staff
  3. Access
  4. Facilities

Let’s take a look at each one and determine how to reduce the gap between an average visit and a visit that exceeds the expectations of a patient:

  1. Communication skills

The interaction between the patient and the provider is a very important element of a patient review. One of the worst reviews a provider can receive is the one that includes the words “bad bedside manner.” When the provider spends time listening to the patient and communicating effectively, it is more likely the patient will leave satisfied.

  1. Staff

The people working in your facility are the face of your organization. When a patient walks in, they are looking for friendliness and professionalism. Training your staff to provide good customer service will help you gain better reviews.

  1. Access

Ease of scheduling and punctuality are two critical things patient desire. From the moment a person calls the facility to make an appointment to the moment they are in the waiting room, the patient is mentally rating the service they are receiving. Ensuring that you have an efficient scheduling process in place will prevent potential patient frustrations.

  1. Facilities

Pay attention to the “small” details. Reducing clutter, straightening up the waiting room and ensuring that your office is tidy can help you avoid bad reviews related to your facility.

Patients are likely to base an overall rating of your facility on these four key items. While it’s impossible to know what each patient is expecting, keeping these items in mind will help you and your facility potentially avoid bad reviews.