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).

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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.

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  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):

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  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.

 

Google’s Online Appointment Request Feature: What You Need to Know

By: Kelly Bodell

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Did you know that for certain practices, patients can now begin the appointment scheduling process right after searching your practice on Google?

Healthgrades unrolled the Online Appointment Request (OAR) call to action on Google last month for Patient Direct Connect affiliated practices.

What this means is if your practice is signed up for Healthgrades’ Patient Direct Connect or the Elective Provider Program through a hospital affiliation, when a patient Googles your practice, there will be a “Book an appointment” section at the bottom of your practice’s Google My Business listing on the right-hand side of the window. This OAR feature is also available on mobile devices.

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The drop down appointment scheduling boxes allow a patient to select the doctor they want to see, mark whether they are a new or existing patient and indicate whether the appointment is for them or if they are making the appointment for someone else. Once a patient has selected the required information, they continue the booking by clicking “Continue booking” and are directed to the Healthgrades website to finalize the appointment request.

Here are the top 5 things you should know about the Online Appointment Request feature:

  1. This is a free, added service if your practice is already a Patient Direct Connect or Elective Provider Program client through an HCA hospital affiliation. If you are not affiliated with a hospital that is currently enrolled in the sponsorship programs, this feature is not available for you at this time. If you have any questions about Healthgrades’ Patient Direct Connect or Elective Provider programs, please contact Kelly Bodell.
  2. In order for the OAR to appear on Google, the Healthgrades and Google listings have to have the same address. If the addresses do not align, the OAR feature will not appear for a practice. If a Healthgrades and/or Google listing address is incorrect, please contact Hannah Brown.
  3. If the physicians listed in the “Choose your doctor” drop down are incorrect, or there are missing physicians, please contact Kelly Bodell.
  4. This feature only requests appointments for new patients. If the patient is an existing patient, they will be directed to the Healthgrades profile of the physician they selected and will receive an alert that directs them to schedule with that physician by calling the practice phone number.
  5. You can receive metrics from this feature and track patient engagement. The analytics from the scheduler are added to the OAR metrics report that a practice receives if they are affiliated with a hospital currently enrolled in the Healthgrades sponsorship programs.

If you have any questions about the Healthgrades Online Appointment Request, please contact Kelly Bodell on the Online Marketing Team.

Crafting a General Response for Healthgrades Reviews

By: Keiana Hastings

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As a site centered on physician profiles, Healthgrades wants to ensure that physicians have a voice. Healthgrades recently integrated free text reviews, which allows patients to write reviews, as opposed to leaving only a star rating. Although physicians cannot respond to individual reviews, they can post a general response.

What is a general response?

Healthgrades does not allow users to leave a public response to individual reviews. Instead, physicians can post one general response communicating gratitude to patients who have completed the survey.

What should the message say?

In general, the response should thank patients for their feedback and let patients know that you are responsive to feedback. The post should not refer to any specific case or person, as this violates Healthgrades Terms of Use policy, and may draw attention to negative comments that may otherwise be overlooked.

What are some examples of responses?

  1. Thank you for taking the time to complete the patient survey. As a valued patient, your feedback is of utmost importance to me and my staff. We are committed to providing you with the best care possible.
  1. Thank you for sharing your experience. Patient feedback is important to us as we continue to make strides towards enhancing the patient experience. My staff and I take great pride in serving the <insert city> community and we are honored to be your healthcare provider.
  1. Thank you for your feedback! It has been a privilege serving the <insert city name> for the past <insert number of years> years. My staff and I aim to provide the highest quality patient care and we appreciate you taking the time to share your experience.
  1. I appreciate your time in submitting a patient survey. If you received great service and attention, please tell a friend. If you did not, please tell me or my staff. We are committed to providing you with the best care.

If would like to update the general response for your provider, please contact Hannah Brown or Kelly Bodell. You may use an example response or submit a customized response.

Social Media and the Doctor-Patient Relationship

By: Hannah Brown

Social media has been one of the biggest influencers on healthcare marketing in decades. With a current, very engaged generation more likely to go online to discuss general health questions than ask their doctors, how can social media play a role in the doctor-patient relationship? Below are some meaningful statistics to illustrate how, and why, healthcare professionals should get more involved with their patients online:

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Social media is an extension of the doctor-patient relationship. When active on social media, physicians are given the opportunity to reach and have a direct impact on the daily choices their patients make.

Lessons from SXSW 2016

By: Emily Williams

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From March 11-15 I attended the South by Southwest (SXSW) conference in Austin, Texas. Yes, most people know this as a huge music festival. However, there are three conferences happening mostly simultaneously: Music, Film and Interactive. The Interactive Track (that I attended) is a massive, cutting-edge tech and digital conference featuring keynote speakers (like President Obama), numerous sessions/panels (including execs from Facebook, Google, Mashable, AdCouncil, GM, Unilever and a variety of celebs) and a host of networking events.

Here are the highlights from the top 4 sessions I attended:

  • President Barack Obama
    Tech & Government

    • President Obama stressed that law enforcement should be able to legally collect information on electronic devices – expressing direct opposition of encryption from companies like Apple. He did not comment directly on the current Apple / San Bernardino case, but cited the fact that since the government can dig through “your underwear drawer” at your house, your digital information should be treated with the same access.
    • The President encouraged more relationship between government and tech, recommending that the government learn more lessons from the private tech world to enhance civic engagement and efficiency issues in the government. He urged tech leaders to consider consulting on government projects – even joking about the notorious crash of the Healthcare.gov website as an example of the government’s need for outside tech help.
    • Interested in knowing more? Check out this recap or this full transcript of his remarks.
  • Daring Greatly
    Brene Brown (Researcher, Author)

    • Brene Brown is a notorious researcher and storyteller that reached fame through her Ted Talk on the power of vulnerability – one of the most watched Ted Talks of all time (currently more than 24 million views).
    • As a keynote (the only keynote – other than President Obama – that has been known to elicit massive standing ovations), she encouraged the audience to live vulnerably, recognize emotions and be mindful.
    • Brown reminded us of Teddy Roosevelt’s famous quote:

      It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood.
       

      She used this quote to encourage all of us to have our own inner circle – a predetermined number of voices that we choose will matter. She reminded us that those willing to fight in the arena will always fail at some point (reaping both the risk and reward of the fight), therefore those sitting in the stands such not be able to judge our lives while we are in the arena. If you live in the arena, choose a group of voices also in the arena to be able to speak into your life.

    • Those who are vulnerable enough to risk failing will get back up as an even greater person. According to Brown, those who return from failure stronger than before have three things in common:
      • The reckoning – When we are in an emotional state, our emotions get the first crack at telling ourselves the story of what is happening around us. Those who are aware of their emotions are able to investigate them thoroughly for their purpose rather than ignore or indulge them.
      • The rumble – We have to wrestle with our stories to determine the truth – not just the story that we are telling ourselves is true.
      • The revolution – We use our fights, failures and resolutions to transform our behavior and our stories.
  • Improving Engagement in a Mobile and Social World
    Stacy Garcia (Google)

    • Stacy Garcia of Google challenged marketers to focus on mobile and social when building brands. Companies must build for mobile first, engage users socially and drive traffic to websites to make successful conversions.
    • According to Garcia, 74% of people say they will return to a site if it is mobile friendly. When optimizing websites for mobile, Garcia encouraged us to do three things:
      • Make it fast
      • Make it easy for users
      • Make it consistent
    • There are four types of content that people share:
      • Emotion – When people care, they share.
      • Social Proof – People share what makes them look cool, smart, savvy, etc.
      • Practical Value – If your content is useful, people will spread the word.
      • Stories – People don’t share information, they share stories.
  • Is Twitter the New Customer Call Center?
    Panel: Rebecca Harris (GM), Ashley Mainz (Southwest Airlines), Michael Nagel (Cummins), Angela Wells (Oracle)

    • In this panel discussion, major players in the online reviews / social media space discussed reputation management issues and how to respond to customer service issues online.
    • According to the 2015 Aspect Consumer Experience Survey, 73% of consumers want the ability to solve product/service issues on their own. 1/3rd say they’d rather clean a toilet that speak with customer service.
    • Harris noted that there are two types of customer voices on Twitter:
      • People who want to find a solution
      • People who are mad at the company and want to complain publicly
    • The key to great customer service online is quick, direct responses to consumers. And don’t just respond to the negative – but shock and surprise your online audience as well! Southwest gave an example of giving airline points to a user who tweeted them about frustrations over another airline’s baggage fees.
    • Harris noted that GM recently had a customer that tweeted GM for advice about purchasing a new truck. GM quickly engaged this client in online dialogue via twitter, landing the consumer in the lot to ultimately purchase the truck. The customer had also initially tweeted GM’s major competitor, but got no response from that company.
    • Recent research from Lithium Technologies shows that 53% of people expect a response from a tweet to a company. That number increases to 73% if the tweet is about something negative.
    • Southwest Airlines has a maximum response time of 15 minutes to online interactions. However, their average response time is roughly 6 minutes.
    • Harris said that GM’s philosophy for customer service reps is to hire nice, smart people who really care. Then let them go at it!

Want to know more about SXSW 2016? Visit the SXSW website or email me with any questions!