Social Media Marketing for ASCs

Many ambulatory surgical centers (ASCs) across the nation have turned to the Internet for their marketing efforts. Some use social media in an effort to draw in patients, as a high volume of cases is crucial for healthy revenue cycle management. Most ASCs do market on some level, but many may be missing out on the possibilities the Internet affords, especially social media. Social media advertising isn’t cost-intensive, and it can reach many viewers. Here are some ways to leverage a Facebook profile or a Twitter feed to draw in patients to an ASC:

Post links patients will find interesting
Many ASCs that maintain a social media presence make a point of finding and posting articles their patients are likely to find interesting. Centers that concentrate on sports medicine should post articles about that particular branch of medicine and about wellness and other sports subjects, for example. Those that work with pain management might want to curate a continuous list of good resources on how to manage pain and where it comes from. It’s often quite difficult for patients to find reliable information online about their medical conditions, so ASC social media feeds that can help them do so will be perceived as very useful to them.

Of course, it’s also a good idea to post less serious articles as well. Posts about lifestyle news or healthy recipes may be well received, as might the occasional stress-relieving picture of scenic vistas or animals. Anything patients can use or enjoy is likely to be something they’ll want to share with friends of theirs on social media, which can lead to more traffic to an ASC’s own page.

Post information about your achievements
ASCs that receive accolades, do good work in the community or both should publicize these things on their social media pages. It’s the best way to get information out to patients in the digital age, far surpassing press releases or direct mail campaigns. Patients and prospects can’t get excited about an ASC’s high quality of care or commitment to social good if they don’t know about it, after all.

If physicians at an ASC have achievements like awards, publications or their own medical blogs on the side, the social media page of an ASC is a great place to post them, with permission of course. These can help patients get a feel for who they would see at the center if they decided to schedule a procedure, and humanizing doctors can help take some of the fear and trepidation out of scheduling an operation or consultation.

All of these strategies have the potential to increase new-patient volume at an ASC. In turn, this high volume ensures a steady stream of revenue for the ASC. With the help of a revenue cycle management firm, ASC professionals don’t have to concern themselves with trying to get the best reimbursement rates or busying themselves with the business of collections. Their partner firm can handle these aspects instead, leaving ASC administrators to focus on attracting more patients and giving them an experience of the best quality possible.

The B2B Marketing to Sales Flying Trapeze

This is the second post I promised Arianna Huffington @ariannahuff after we bantered back and forth during the @Vocus  #Demand13 conference in Washington D.C.

The B2B Marketing to Sales Flying Trapeze

Under the Big Top of the corporate circus the most breathtaking act is the Marketing to Sales Flying Trapeze.  First, Marketing and Sales get on their swings and begin to rock.  While Marketing is building momentum through various advertising channels, Sales builds momentum through product knowledge training.  When they get in sync, close enough, the performance can begin.

As a potential customer stands on the platform, Marketing swings close enough to grab them, if only for a minute, so they can swing closer to Sales.  With planning and instinct Marketing let’s the customer go flying towards Sales…now here’s where it gets interesting.  We must consider the dynamic of human interaction.

In today’s eCommerce digital world a B2C marketer can find, attract, nurture, lead and close the customer without any human interaction.  With shopping cart abandonment we can even catch those who have fallen from the trapeze into the net and bring them back into the sales funnel.

In the B2B world Sales takes the leads and swings them onto the platform of a closed sale.  With the dynamic of human interaction the number of possibilities is endless.  A phrase, a look, an email, just about anything can make the Sales funnel sticky or slick.

But, in the B2B world you want your Sales team to get to that personal human interaction as quickly as possible.  The ease and speed of the sale will be directly proportional to the amount of informative and motivational materials Marketing can get in front of the prospect.

The Marketing to Sales Flying Trapeze is getting more sophisticated with tools like Salesforce.com, lead scoring and lead nurturing. Marketing can track and retarget, Sales can resurrect cold leads and ask for referrals from existing clients.

Circus performers on the flying trapeze don’t climb to the apex of the Big Top without first practicing.  Marketing and Sales must communicate every step of the way. I’ve always made it a point to take a particular case and carry potential clients throughout the process, taking on the role of the salesperson. Working a lead into a prospect into a sale allows me to “walk a mile in their shoes.” I believe this provides greater insight into the type of tools and collateral materials the sales teams will need to overcome objections and close the sale.

To use another analogy – the Sales people are the gunslingers; Marketing supplies the horses, the saddles and the bullets.

Clint Hughes

‘That Marketing Guy”

The 3 R’s of Marketing: Recognition + Repetition = Revenue

The 3 R’s of Marketing: Recognition + Repetition = Revenue

This is the first post I promised Arianna Huffington @ariannahuff after we bantered back and forth during the @Vocus #Demand 13 conference in Washington D.C.

Call it a Rule or a Law but it has been working since the time of the Pharaohs:
Recognition + Repetition = Revenue

Recognition – back in the days of Mad Men it was easy, buy a spot on The Ed Sullivan Show and Bonanza and you could reach just about everybody with disposable income. Now there are billions of websites, hundreds of TV channels and everyone is a broadcaster through multiple social media networks. So how do you get the Recognition?

During the @Vocus #Demand13 conference it became more and more clear that the lines between Public Relations, social media networks, journalism, blogs and customer service are blurring. You can get recognition from a great review for your great product from a trusted source on their blog or from a bad review about your poor service that goes viral because you didn’t address it on your customer service hot line in the first place – either way you get recognition. You only want positive messages of your product/service reaching the masses? Well, not everyone can buy a 30 second spot during the Super Bowl or The Oscars to get their product or service in front of the masses in a positive light.

You now have to engage in an Omni-channel “Ontegrated Marketing” approach. Ontegrated Marketing is the integration of all possible online channels with all possible offline channels. Because your potential customers are so fragmented you have to be out there where they are looking or listening when they are looking or listening – and there is no telling when or where that will be. You’ve got to do a little bit of everything all the time. Everyone in your company can be a broadcaster of your message and you can widen your reach and circle of influence.

Repetition – Shotgun to Sniper. Think of every possible channel of communication as a pellet in your shotgun shell. The more pellets and the wider the pattern increase the likelihood of a hit. Once your analytics show reaction and action to your message, begin your repetition. Studies have shown that over 80% of people will have forgotten your message after only two weeks – understandable because we are hit with thousands of messages daily.

This is why companies are trying so hard to engage evangelical customers to continue spreading their message – civilian public relations. With corporate public relations you can’t buy the kind of legitimacy and endorsement that you receive from a positive news story from a respected journalist. Rarely can you drive in a nail with one hit, multiple strikes with the media hammer will nail your message to your customers.

Revenue – ask your Board of Directors or CEO, this is what they want their Marketing Department to generate. NOTE to CEOs – if your Marketing Department does not fail every so often, they are not trying hard enough. You want your Marketing Department to try new things and fail, because, just like Zig Zigler said, “Every no gets you closer to a YES!”

Clint Hughes
‘That Marketing Guy”

The Merging of B2B and B2C

Clint Hughes

As the marketing world becomes more digital the strategies and tactics used for B2C and B2B become more similar.  If you are in B2B go ask your clients, “If you wanted to find a company that does for you what we do for you – what would you do?” You will find that the vast majority will say, “I’d sit down at my computer and Google….” then LISTEN.  They will be telling you your primary keyword(s).

A couple of decades ago it was easy.  There were just a few TV stations, a few newspapers and a few radio stations.  You would go for reach and frequency and have a good chance of hitting your target clientele – whether it was B2B or B2B.  Now there are hundreds of TV channels and billions of web sites.

Either way, B2B or B2C, you have to be there when they are looking – you don’t that many chances at them anymore.  Either way, you have to find your keyword (what you are, what you do, what you want to be know for) and built your strategy from there.

It seems that the main difference between B2C and B2B is whether they are sitting on a couch or behind a desk.  You still have to adress the big 3:

* Save me time.

* Save me money.

* Make my life easier.

Ontegrated Marketing

“Ontegrated Marketing” – the new buzz phrase

Ontegrated Marketing = SEO + SEM + SMM + PPC + Online Display + Mobile Marketing + Engaging the consumer.

Alright, you heard it here first.  The new “buzz” phrase is going to be “Ontegrated Marketing.”  This will mean integrating your online marketing to include a mix of organic search, pay-per-click, display ads and social media to build your brand and drive revenue.

First of all, thanks to iProspect and comScore for conducting the extensive Real Branding Implications of Digital Media – an SEM, SEO, & Online Display Advertising Study (November 2010).  There is a lot of very useful information is this study.

Back in the Mad Men days your integrated marketing consisted of the prime trinity of TV, radio and print.  Today your marketing mix needs to include ALL channels – your customers are spread out everywhere. Now, consider how many pundits are saying that computers will become obsolete and everyone will be doing everything via their smart phone.  The new wild card in this deck will be Mobile Marketing.

Integrated Marketing will include Ontegrated Marketing.  You will need to integrate all your “traditional” marketing channels (TV, radio and print) together with email marketing and your digital channels (SEO, SEM/PPC, Online Display, Social Media AND Mobile Marketing).  The number and variety of online channels will continue to grow.  It’s time to accept the new world.

There’s even a formular for this new marketing buzz phrase: Ontegrated Marketing = SEO + SEM + SMM + PPC + Online Display + Mobile Marketing + Engaging the consumer.