Election Campaign Spending and How It Reflects on Viral Marketing

Election Campaign Spending and How It Reflects on Viral Marketing

How much are presidential candidates willing to spend to get to the White House? According to data from Advertising Analytics analyzed by NPR, the 2020 presidential election saw over $1 billion spent on TV ads for just 13 states! Viral marketing services have also played a major role in campaigning.

Presidential Campaigning Spending of Biden, Trump & Obama

All that financing is focused on six states. Democrat candidate Joe Biden led the way, spending over $600 million. Donald Trump and his support groups, on the other hand, spent just over $400 million. Of every $10 that was spent on television campaigns, nearly $9 has been invested in the six states of Florida, North Carolina, Michigan, Arizona, Wisconsin and Pennsylvania. That amounts to $882 million. Biden and his allies therefore spent more than Trump and his allied groups by a massive $240 million.

How was it in the days when Barack Obama was campaigning? The Federal Election Commission states that Obama supporters spent around $400 million between the early part of 2011 and the 30th of June, 2012 for his election campaign for a second term. Stepping back a bit, according to David Meerman Scott, author of “The New Rules of Marketing & PR”, John Kerry’s endorsement was the key point of Barack Obama’s 2008 presidential election campaign.

What was special about Kerry’s contribution? He brought a list containing millions of emails of supporters. That email list was in fact the result of Howard Dean’s efforts back in 2003. Dean introduced the resourceful internet as an aspect of presidential campaigning. His email list was built from blogging and viral marketing. Dean then passed on the list to Kerry who built it up further.

This was important, considering that Obama’s campaign in the second quarter made use of contributions worth $10 million. These contributions came through the internet, and 90% of these were made through increments worth $100 or less. Obama could collect $10 million more than Hillary Clinton could manage, and most of that contribution was made as a result of viral marketing.

Viral Marketing a Key Aspect of Campaigning

That brings us to viral marketing – the tool that presidential candidates have relied on, along with television and print media, to ensure their campaigns make an impact. It’s all about using existing social networks for promoting something. Social media users then take it up and spread the news. Such campaigns spread like a virus.

Social networks are all about user-generated content. And if your marketing message – shared via a post on these social networks – catches up with your audience, they share it themselves. The extent of spending for presidential campaign marketing has been significant. Let’s reduce your cost without reducing the effectiveness of viral marketing as the presidents have shown.

How to Create Engaging Posts for Your Practice

The Covid-19 pandemic has been detrimental to the growth of various organizations, including medical and dental practices. But, as the election campaigning shows, viral marketing can help you reach out to your existing patients as well as new ones.
To do so let’s start with your posts on the various social networks. They can target the following aspects:

  • The steps you’ve taken to ensure cleanliness and safety at your practice
  • The measures in place to isolate patients with suspected Covid-19 symptoms
  • If you’re a recognized Covid-19 testing facility, how advanced and user-friendly is the testing process?
  • Dental practices particularly needed to focus on security measures within the consulting room

Beyond Covid-19, there are other topics you can create posts on to generate interest and trust in your practice.

  • Include informative posts about the various health conditions you treat. You can mention treatment procedures in detail. Also, provide health tips and product recommendations.
  • “How to” tips to prevent various medical or dental conditions can prove your authority on the topic.
  • Ensuring total compliance with HIPAA guidelines, you seek permission from your patients to provide testimonials of how your treatment has benefited them. Ensure that such posts don’t sound like marketing pitches.
  • News related to medicine/dentistry in helping patient life easier.
  • Topics that are trending from prominent medical and dental organizations
  • Profiles of you and your team members to stay transparent with return/new visitors.

Social media marketing is another great way for doctors and dentists to build relationships with their audience.

  • You can use social media to assure patients you can provide them a pain-free and safe experience. This can be done even before they visit the office.
  • Highlight your track record, experience in your specialty, and authority
  • Once you have built trust among your audience, encourage patients to engage in the conversation by posting a poll or an online contest.

As your content becomes more engaging, Your followers check it out and, if they like it enough to share, it’ll go from your friends, to their friends or followers. The process keeps going on and on till your post and your account becomes popular. That draws in more followers to directly follow you as well; starting with you posting.

The services of an innovative viral marketing company are probably just what your business needs to stand out among the competition. Create engaging posts – through unique or exciting videos, informative infographics, thought-provoking images, quotes, etc. No matter the content option, each social network has its own feature highlights.

Social Media & there Featured Highlights

  • With YouTube it’s videos, while Facebook can have videos, images or infographics.
  • Twitter can carry links to your blog posts or website pages as well as quotes.
  • Instagram needs unique photos and short videos to attract the younger audience who are usually drawn to it.
  • LinkedIn can include more insightful and informative long posts.

Unless you know each of these platforms, take some time to consider what using any of them would mean for your business. There is a social media platform out there that will fit your medical or dental practice the best. We are here to help when you’re ready.

Nevertheless, using just these tips and keeping in mind that presidents use viral marketing through social media too, you’ll be that much closer to your campaign goals.

Don’t Let the Heat Get to Your Mobile Phone – Try These Tips

Don’t Let the Heat Get to Your Mobile Phone – Try These Tips

The mobile phone has become a staple feature in physicians’ offices and other healthcare facilities with an increasing number of US physicians using smartphones. According to a 2015 Kantar Media study, 84% of US physicians polled said they used smartphones for professional purposes. Typically, they use the mobile phone and mobile healthcare apps to look for clinical or specialty-specific content, drug information, or medical content in general. Many physicians are also encouraging mobile usage in their entire practice to speed up communication and information exchange.

Well, now it’s summer and with the temperature warming up there is a possibility that the heat can have a negative impact on your coveted mobile phone. The rising mercury outside can wreak havoc on your phone, even causing a forced shutdown. Here are a few tips to follow that will help prevent your phone from overheating.

  • Avoid direct sunlight: Keep your phone away from the heat and out of direct sunlight. Long periods of heat exposure can age your battery; damage the hardware parts and cause system freezing.
  • Switch off battery-draining features and apps: Browsing, gaming and running apps that give directions via location services or GPS are battery suckers. Unused apps in the background also ruin battery and may overheat batteries. Removing these apps can not only save battery, but also reduce heat.
  • Turn off when not in use: Turn your phone to airplane mode or turn it off, when you’re not using it such as at night when you sleep or when you are in a busy meeting.
  • Take it out of its case: Take off the case of the device while charging. Rubber cases often trap a lot of heat, which can damage the phone. When the case is removed, the heat will not get blocked and this will help to quickly cool down the phone.
  • Avoid water damage: Water damaged phones often experience overheating problems and power issues. Liquid Damage Indicator stickers (LDI) can ensure that the cell phone does not experience any side effects of moisture or liquid damage.
  • Update software: Outdated software can also cause your phone to heat up. With regular updates, your cell phone will run smoother thereby reducing the strain on your phone, and helping it to maintain an average temperature.
  • Use quality battery: Old as well as cheap third party batteries can make your phone hotter than it should be. Approved battery models are recommended for the smooth running of the device. For phones that are still under warranty, a free replacement may be possible with certain manufacturers.

If the problem persists, even after trying these tips, it is best to contact your mobile phone vendor. If your phone has not crossed the warranty period, a warranty claim will help to get the issues solved by the manufacturer at no cost.

Legal Pitfalls of Social Media in a Healthcare Context

Legal Pitfalls of Social Media in a Healthcare Context

Social media has made a huge impact on the way the medical community communicates with the outside world, but the usage of social media within a healthcare context does pose certain risks to the physicians and practices.

Legal Risks in Social Media

  • HIPAA Contravention – Physicians need to remain HIPAA compliant when using social media. Special care must be taken to protect their patients’ identity and health information. It is also illegal to post Protected Health Information of patients on social media sites where it is visible to others without their consent. Inappropriate posting violates the HIPAA Privacy Rule, Security Rule and Breach Notification Rule. Information on patients’ medical conditions, treatments, and payment are all protected via the Health Insurance Portability and Accountability Act and covered entities must be cautious when handling such data. It is important to note that physicians who run their own practices can be sued if their employees misbehave and inappropriately handle sensitive patient information.
  • Online Physician Reviews – Online consumer reviews continue to expand and now a growing number of websites enable patients to publicly rate their physicians. Physicians may have to deal with negative reviews from their patients, but must be very careful when responding. The temptation to set things right by giving a clearer account of the medical encounter may be there, but it is essential not to specifically address negative patient reviews. Physicians should take these reviews positively to improve patient experience and satisfaction. Encouraging satisfied patient reviews can diffuse negative comments to a greater extent.
  • Image Infringement – Do not violate copyrighted or trademarked materials. When posting photos, videos and images on your website, physicians must make sure that they are their own or they have the right to use the image. Using an image without permission makes the website owner an infringer and is considered as stealing according to the law, i.e. posting someone else’s photo on a social media wall and using any third-party content without permission can result in both criminal and civil liability.
  • Do Not Depend on Social Media to Search for Employees’ Profiles – Practices should be very careful when using social media to search for details regarding prospective and current employees. Physicians must not search for their employees or candidates’ profiles on social media as the information may be inaccurate or it may be information that can be used against them at a later stage.

Social media engagement makes it easier for patients and physicians to connect outside the exam room. However, managing a social profile can prove tedious for busy practitioners. A medical SEO company can provide excellent support in this regard with up-to-date, relevant content and social media updates. Their professional SEO service providers use social networks, forums, blogs and viral videos to enhance practitioners’ online visibility and help them engage more patients. Reliable SEO companies offer dedicated medical SEO services that are compliant with HIPAA regulations.

Get Your Mobile Optimization in Shape before April 21

Get Your Mobile Optimization in Shape before April 21

That mobile optimized search is emerging as the single greatest trend is nothing new. That Google favors websites optimized for the mobile search isn’t new as well. But what’s new is Google’s revelation that by April 21 it will increase its “use of mobile-friendliness as a ranking signal.” In other words, it is set to launch a major update which is supposed to alter the way it assesses the mobile user-friendliness of websites.

The nature of the updates has not been revealed and is therefore hazy at the moment. But Google has revealed that this update, actually an algorithm change, would have a much greater impact on search rankings than the Penguin and Panda updates. So, logically and based on previous instances, you can expect ranking drops for websites not optimized well for mobile devices.

Mobile Users Coming in but Site Not Optimized?

You have cause for worry if your website does receive a significant percentage of its traffic from mobile users but isn’t optimized well for mobile devices. Chances are you’re already facing the consequences of this since Google has been showing some preference for mobile-friendly sites for quite some time. It has now already begun rolling out changes in rankings on the basis of information received from indexed apps of users who have signed in. This could already have a significant impact on the display of search results and the kind of results displayed.

Google Webmaster Assistance

Using Google Analytics you can determine the percentage of your website traffic that is mobile. Google also provides the Mobile-Friendly Test and Mobile Usability Report. The former can help you analyze whether your website meets the initial requirements for a mobile-optimized experience. The Mobile Usability Report can help you see your website the manner in which it is seen by Google’s algorithms. You probably have already got these checked, but if not it’s high time you did it before you wake up to nasty surprises following the April 21 algorithm change.

These tools can help you get a mobile strategy in place by ensuring that the mobile version of your website is functional – whether it may be a responsive website design or a separate mobile version. The Mobile Usability Report will help you analyze whether the mobile bots of Google can manage to crawl your site. If your site isn’t conspicuous to them, you know you’ve got work to do. Mobile-friendliness does not apply to your home page alone, so make sure all the pages of your site navigate well on a mobile device.

There may be only a few days to April 21, but you can be prepared for the ultimate mobile update through a few smart moves.

Google Health Search and Medical SEO

Google Health Search and Medical SEO

SEO is important for physician practices, hospitals and other healthcare facilities. Healthcare practices may be in the business of imparting health, but they face stiff competition as in any other field. They need medical search engine optimization services to get favorably placed in search results. Now, with Google launching its new online medical information initiative in the US, people are surely going to be using the search engine more and more to look for health-related info. Medical practices must capitalize on this new development.

Why Medical SEO is Relevant

Google has introduced health information along with the regular search results in the United States. When the user enters a related search query, Google will provide information about the condition including illustrations, treatment options, and other data which will appear ahead of the traditional listings.

Google claims to have developed the service in collaboration with doctors, particularly those of Mayo Clinic. However, it also states that the information cannot replace the visits to a physician. More and more conditions will be added and the service gradually extended worldwide with necessary changes to make the results more compatible with the health systems of other countries. Doctors in UK have insisted on this.

Increasing Health Search Queries

The incentive to develop this new health feature was Google’s discovery that one of every 20 search queries is related to health. But this isn’t the first of the search engine giant’s health projects. In 2014, Google had announced its funding of research to develop a heart-attack and cancer detector involving the placing of nano particles in the bloodstream. There have been other medical initiatives as well.

This medical search results feature includes symptoms of the condition, the criticality or seriousness of the condition, susceptible age, treatment options, etc.,  which can help users make further decisions about their treatment. Illustrations by licensed medical illustrators also accompany some of the health results.

Increased Scope of the Knowledge Graph  

The health results service is the result of expanding the scope of Google’s Knowledge Graph, a key part of semantic search by which the search engine can connect various objects, concepts and phenomena so that users get the most appropriate results. This medical service is proof of the immense capabilities of the Knowledge Graph. As SEO professionals would know, the Knowledge Graph provided summaries along with the search results. However, since much of that data comes from Wikipedia, Google got its medical information database cross-checked by Mayo Clinic doctors.

Everyone Wants Dr. Google

With Google already being used by people to find out what’s wrong with them, experts are accepting the inevitability of solutions such as these to help people understand more about their disease and also select the treatment option. Its database contains 400 medical conditions that are commonly searched. Google has placed medical data at the top of the search results when users type in a related query.

Apple and HealthTap

Health initiatives are not the turf of Google alone since Apple is also going to bring in online medical data with its HealthKit initiative. Companies such as HealthTap also have an online doctor network on call to answer any health questions. But what gives Google an advantage is that it has a tremendous reach in the minds of users globally. A Google search happens every now and then, so more people are likely to be aware of Google’s initiative than the Apple or HealthTap services, particularly since the information comes from real doctors.

When it does go global, this online medical information facility could significantly benefit people in remote areas with no access to proper healthcare. Currently, this initiative is aimed at providing more valid medical information and enhancing the health search experience on Google, especially on mobile. This will definitely have implications for mobile medical website design.

Top Words and Phrases to Avoid While Marketing Your Medical Practice

Top Words and Phrases to Avoid While Marketing Your Medical Practice

A medical website is more than just letting people know you exist. It is about sharing educative information with potential patients, establishing a reputation, building a relationship, and gaining trust. A recent Pew Internet survey shows that 72% of internet users looked online for health information in the past year. Up to 31% of cell phone owners and 52% of Smartphone owners used their phone to look up health or medical information.

Healthcare content marketing is an important SEO strategy to improve your online visibility and reach the right audience. The content on your web pages as well as your blogs and social media posts plays a crucial role in establishing your practice’s individual brand and attracting the attention of search engines, which in turn, would lead prospective patients to your page. It is very important to choose your words wisely when creating content so that people are convinced about your sincerity.

People want to learn about your practice and get information about what you offer. The information that you provide should keep them informed so that they know what to expect and feel confident when they visit you. The type of content you provide and the words you use will impact how people view your services.

Industry experts advise that you should take care to avoid these phrases in your promotional content:

  • We will try to …..”: It’s important to realize that patients would never want you to try and experiment, but deliver results. Instead of saying “we strive to deliver”, say that “we deliver a high level of service and attention”. This will increase the patient’s confidence in choosing you.
  • With 10 years’ experience …..”: instead of this saying this, it would be better to talk about the benefits that your experience brings and say ‘Our experienced staff can answer all your questions’.
  • We understand …..”: Instead of telling patients that you understand their situation, tell them how you can treat their condition and about the effective options that are available.
  • Unique blend of …..”: Other physicians would also offer similar services, so it would be better to say how your practice is better.
  • We intend to …..”: Turn your words into positive action and instead of saying “we intend to make sure you have a positive experience’ say that “you will feel welcome and enjoy a comfortable experience”.
  • We would be honored …..”: When you say this, it’s more about what you feel and not about the benefits that patient derives. So it would be better to say “You’ll realize that you have made the right choice”.
  • Proven track record“: Don’t use this phrase unless you can support it with facts and figures.

A professional provider of doctor SEO services can help. In addition to well-written optimized content with relevant phrases and keywords to enhance your online visibility, an experienced company can provide a comprehensive range of solutions ranging from custom medical website development and design, link building services, and social media marketing to get qualified leads.