The other creative considerations

So, in addition to size, here are some of the other creative considerations...

6. Think single-focus offer. Nail this one down tight. Postcards are offer-driven, meaning that it is the precise, strong offer that needs to be communicated instantly. There is no time or space for long or detailed text in this media. Start and end with the main point–a clear and compelling offer. You need to grab attention and communicate a single-focus message in just a few words. 7. Think benefit. Within the confined space, connect the offer/message to a benefit of importance to the reader. The offer is the "why they should act now," but the bigger-picture benefit is "what's in it for them." Maintain focus, but there may be more than one benefit. 8. Think bold graphics. The visual elements of a postcard (color, picture, symbol) need to be strong to help get attention and be directly supportive of the message. Anything weak is not seen, and an unrelated graphic is meaningless, confusing or distracting. 9. Think call to immediate action. A well-composed creative message inspires response, so the means of response–your phone number, for example-needs to be obvious. (You would be surprised at how often we find that the phone number is not obvious and sometimes missing.) And having a clear deadline, expiration date, limited quantity or consequence of inaction that is connected to the offer communicates immediacy and increases response.

These considerations are part of the formula for success and, frankly, it's a tough creative challenge to manage all these tasks with few words and small size. You can call us to discuss how postcards may have a well-considered place in your marketing program.

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.

 

Here's how to produce amazing results from tiny territory and precision creative

 

Postcards: The essentials are bold, brief and compelling.

Here's how to produce amazing results from tiny territory and precision creative.

Postcards–the unpretentious little urchins of the direct mail game–can be a heavy hitter in your marketing mix. But for as unassuming as a postcard may appear, there are a lot of significant rules to this game that can make the difference between bust and bonanza.

On the plus-side, postcards are generally affordable despite recent postage rate changes. There is no envelope to mask your message, and friendly, attention-getting cards get through the mailbox clutter. Done right, postcards can produce a healthy Return-on-Investment as well as boost and extend the effectiveness of your overall strategy. And that idea brings us to the first of 9 tips in the checklist.

1. Postcards do not stand alone. But they can be one strong tactic when properly fit into a broader plan. Don't count on a big splash from a one-time drop of a few postcards (and then conclude "they didn't work.") So... 2. Think quantity. In building a practice marketing plan for a client, we often recommend mailings at a minimum of 5,000 pieces for the first of several weeks. 3. Think frequency. Repetition (in just the right measure) works. We would typically build a marketing plan that begins with a postcard "drop" in the first week, followed by additional drops of a similar size every other week over 4 to 6 weeks. 4. Take a breath, if needed. These numbers can sound a little astronomical to the uninitiated. But we know from experience-hundreds of clients, millions of pieces of direct mail and many years-this is simply what's needed to be successful. Conversely, if you were thinking a lot smaller numbers, there is little need to read further. Stop now and avoid the disappointment...or call us and we'll explain. 5. Think multi-dimensionally. Postcards are not universal in size, shape, weight...and ultimately postage cost. But, as a starting point, there are specific postal requirements (including penalties) that establish the territorial rules. Regulations and rates changed recently, and you can expect to pay a premium if you try to play out-of-bounds. Knowledgeable and professional creative help knows how to design to the right size for maximum effectiveness without paying a premium.

Postcards provide limited real estate to accomplish a lot of tasks. Subtract some space on the card for the correct address allowance, barcode and return address, and the remaining breathing room for your message is tight. Plus the typical reading time can be just this side of a few nanoseconds.

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.

We'll create a winning brochure that you'll be proud of - affordably

So, what if you only get to interact with 5% of the total traffic to your site? How many of the other 95% of visitors could turn into leads and eventually sales? The rate at which you can convert your traffic into leads, will determine ultimately what revenue you can generate from your site.

So, how to do capture information from prospects who are just browsing? Simple really, but very few websites offer this kind of option:

Anything that is of value to your prospective clients, but does not necessarily have to cost you much money is a good way of capturing further leads from your prospects.

In summary, you need to recognize that a prospect’s first visit is generally not going to result in a sale for you, but that you should still take the opportunity to capture the prospect’s information. All you need to do is incorporate a brief lead capture form upon your site and offer something of value to your prospects.

Clinic Brochures

Don't make the mistake of settling for a generic "fill-in-your-name-here" brochure.

Instead, get a custom-designed brochure that promotes your hospital, healthcare business or practice. A brochure that will actually attract new patients, impress referring doctors, build your reputation and brand, sell additional services and generate patient referrals.

We'll create a winning brochure that you'll be proud of - affordably.

First, we'll put together a team of seasoned professionals to create your brochure - including a marketer, a writer, a designer and an account manager. Your team will interview you on the phone or at your office (your choice). Then, they'll work with you to craft a compelling message that tastefully and effectively answers the question, "Why you?" Your new "positioning" will be the guiding theme of your brochure, and probably all of your subsequent marketing efforts.

Then over several weeks, we'll create and refine your brochure to make sure it is absolutely perfect for you. It will not only be something you are proud of, but it will also be based upon scientific marketing principles that work.

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.

You’ve Worked Hard to Get That Traffic to Your Website – Don’t Go Wasting It!

The following suggestions for your website or landing page, are designed to produce more leads and sales for you, regardless of whether your business is geared towards products or services. The ideas shared can be implemented immediately with little or no cost.
Additionally, by following the design fundamentals indicated below, the extra leads and sales you enjoy will be a result of converting a greater number of the visitors from the traffic that you are already receiving.
So, the basics first:

1. Ensure your site is designed according to the theme of the products or services offered. I recommend your website design fall under the supervision of your marketing staff rather than your art department or IT department.
2. Secondly, design your site as an interactive lead generator, not a static brochure. Whether you are selling low-price or high-ticket products and/or services, it may be unlikely you’re going to convince your prospect to purchase your product and/or service during an initial visit to your site. Therefore, construct a site that will generate leads for you as well as sales. That way, you can follow up with these leads in order to turn them into customers in the future.

Depending on your business and types of clients, your prospects may visit your site, browse around, like what they see, but then leave the site. This does not mean that they did not like what they saw, just that they were not ready to take the next step in the purchasing process. So, one of the problems becomes, if you don’t have any way of capturing your visitors’ information, how are you going to ensure that they remember your company when they are ready to buy?

If the only way a prospect has to get in touch with you is a phone number or an email address, you are losing out on the ability to market to all of the prospects who aren’t quite ready to buy.

You’ve Worked Hard to Get That Traffic to Your Website – Don’t Go Wasting It!

Think of all of the activity you have put into attracting visitors to your site – you have either paid for the visitors via pay per click or advertising, or you have put in the time to perfect SEO, write articles, comment on forums etc. All of which are producing targeted traffic for you.

Think of the website as a funnel into which you pour the traffic. What happens to that traffic is entirely a function of the content of your website. You will either receive a sale, or a lead, with whom you can follow up later and hopefully turn into a customer.

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.

Professional Referral Marketing: Four Cornerstones and Eight Fatal Errors

Don't do what they hate. There's probably no end to the list of possible mistakes, but here's our list of hot buttons that we know from experience will quickly kill a referral pipeline. In random order, here are things that primary care physicians, or referring practices, especially hate (and what you can do to avoid the problem): 

• Having the impression that you are stealing their patient. (The key word is impression.) Simple neglect, oversight or unintentional error or omission can create the feeling that their generous referral has cost them a patient. So always send the patient back–with some deliberate process steps and a bit of ceremony if necessary for notice–to the referring physician.  
• Failing to keep the primary care physician informed. Let the referring practice or business know that the patient has been scheduled, that you appreciate the referral and that you will continue to communicate about what follows. Let them know often with regular progress reports.
• Not seeing referred patients promptly. Referring physicians hate to have their patients' care delayed because the patient can't get in to see you in a timely way. Make a special effort to accommodate the referred patient as soon as possible. And let the referring practice know what transpires.
• Telling the patient that the primary care diagnosis was wrong. Nobody likes to be wrong, especially doctors. And absolutely nobody likes to be told they were wrong. If your specialist treatment plan is different from what the patient or PCP may be expecting, find a smooth-as-silk way to communicate this to both.
• Talking down to the primary care physician (or sounding like it). This is almost as bad as telling them they were wrong. A general practitioner may not know your specialty as well as you do, so take care to communicate peer-to-peer, as colleagues in the care of the patient.
• Referring the patient on to another specialist without consulting the original referring physician. When the best course for the patient is to see a different or second specialist or sub-specialist, consult the primary doc. This courtesy is respectful, avoids the "stolen patient" impression, and covers the "keep them informed" mandate. Good diplomacy has many benefits.
• Being unavailable when treatment is unsuccessful. The specialist who quietly fades away without recommendations on a next course of treatment leaves a bad impression and bolts the door on future recommendations.
• Refusing to take a "lesser" case after taking many good-paying cases. Enough said.

By the way, there's no fanfare when people stop referring. You will not get a telegram or fireworks ending a referral relationship. They just quietly stop referring. You may not even know what happened (or failed to happen). And worse, if a practice stops referring, they probably will NOT tell you, but they may tell their friends. Your reputation is damaged and you may quietly lose other referral sources. 

It is difficult to fix a referral relationship gone sour. Even when the cause was unintentional or an oversight, or a simple error–once stopped, referral channels are likely stopped forever. It is difficult to build the bridge of trust–and once lost, probably impossible to repair. 

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.

It's got to be a system / Build relationships

Each time we roll up our sleeves and work with a group of doctors at one of our 2-day marketing meetings, the professional referral marketing strategies and tactics session is one of the most interesting, lively, popular and productive segments. It hits home with a lot of healthcare practices and businesses. 

Our usual "rapid fire" pace kicks up a notch or two when we talk candidly about the interaction–the good, the bad and the otherwise–between and among professional organizations. Marketing to practices that refer or could refer to your practice is of critical concern, especially the specialist who depends on the generalist for referrals. 

With years of experience working with practitioners and staff of all shapes, sizes, locations and temperament, we share a ton of candid and highly effective strategies about what to do and what not to do. But we don't have enough space here to tell all those secrets, so let's look at the foundation of a really good professional referral system–including the fatal mistakes we've seen. 

It's got to be a system. Assuring a regular flow of referrals from other healthcare businesses requires a regular, systematic-even scheduled-amount of time and attention. Success and continuing results come from a habitual process, not a loose collection of occasional and independent tactics.

Build relationships. Professional referrals are based squarely on sound relationships. Doctors and their staff refer to people they like, trust, feel are competent and believe are successful. As we all know, personal relationships require time and attention to maintain and grow. So...take care of the people who take care of you. That rule is a two-way street. 

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.

Outcome photos can be powerful, but use with care

Why some pictures can ruin your message?

Skilled practitioners want everyone to appreciate the work they do, and before-and-after photos can work wonders. But, remember that patients are interested in personal benefits, not clinical process. For external marketing materials, use images that illustrate positive outcomes and benefits and save the clinical pictures for colleagues.

We are often asked about using "before-and-after" photos in advertising materials. Here's the short answer: Outcome photos and "before-and-after" photos, often are terrific. "Work in progress photos" (e.g., surgeries), almost never.

Outcome photos (afters) work very well, especially when you say "actual patient."

Before-and after photos can also be very convincing, if there is an obvious benefit in the "afters."" (We can't tell you how many unimpressive photos we have seen for procedures like microdermabrasion and IPL treatments.) It is ok to style the patient in the after photos, as long as the styling doesn't appear to be the only difference.

One more thing - oftentimes the before can be too unattractive, so use care.

"During" photos are not only unappealing to prospective patients, they are downright scary. Maybe we should be asked more often because we frequently see brochures, websites and other external audience materials that include painfully scary photos. (It is sometimes reasonable to use them carefully as part of informed consent while you are there in the room.)

Almost every type of healthcare specialty and sub-specialty practitioner is tempted to display their skills, experience and handiwork as part of their marketing message. Surprisingly, this isn't limited to cosmetic and appearance-directed services in orthodontics, reconstructive dentistry, plastic surgery and the like. The question of "before, during and after" images also comes to us from unlikely medical corners such as gastroenterology and general surgery.

If you are tempted to use patient or medical condition photos on your website, brochures, or in your healthcare organization, hospital, group or practice-the wrong images will do more harm than good. If you're in doubt, call us for a second opinion.

Here are some general guidelines in selecting appropriate photos.

• Patients want results, not process. Universally, individuals seek healthcare in search of happiness. Their first and foremost desire is some measure of personal improvement. Accordingly, photos, images, illustrations and even videos about what you deliver should illustrate the benefits. These individuals don't need or want clinical instruction.
• Photos of people are better. Too many dentists, for example, use clinical photos of teeth. Generally, it is better to show the full face, in context.
• Advertising is not "informed consent." Distinguish between images for use in external messages (seen outside the office), and their selective use in the privacy of consultative patient information and informed consent discussions. Before and after images can provide comparisons to help shape realistic expectations.
• Be careful about implied promises. There is a compelling message in previous outcomes, but Illustrations or images of previous results cannot be presented as a promise about future.
• Clear all legal hurdles. Having a photo is not the same as having the legal rights and permissions to use it in any way outside of the private and clinical needs. Get advice on clearances, permissions and releases on all photos, especially if they are patient-related images.

Properly used, outcome photos can be effective support for a positive and persuasive marketing message about weight loss, dentistry, dermatology, cosmetic and plastic surgery, medical spas and medispas.

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.

 

Doctor Marketing Secrets When the Economic News is Soft

The truth is that everyone's situation is different, and we can't guide you about broad economic affairs in the nation. But we do know that when economic anxiety goes up, some professional organizations think it's a signal to pull down the marketing flag and quickly head for the sidelines. 

What's not well known is that your marketing-savvy competitors actually want you to be scared off the field. The better course (although counterintuitive) is to stay in the game.

It's the secret that successful healthcare businesses don't want you to know. Here's why... The most productive and cost-effective marketing opportunity is when there's little or no competition. And when some organizations duck-and-cover at the sound of uncomfortable economic news, it opens the playing field for the smart marketers. It's a rich opening to reach and attract the patients who are still seeking healthcare services, to protect your patient base and to build a larger market share overall. 

Healthcare needs are not economy-driven. The demand for healthcare services is based mainly on personal need, and regardless of the economy there are always people who require your services. This market exists even if the road is "bumpy" for some, and it's a good time to be delivering value in the community.

Understand what's real, what's local and what's drama. Believe it or not, some news media can be overly general and slightly sensational. Pause for a reality check and understand how news about the economy is actually impacting your community (or not). Some segments of the community might have a greater degree of need at this time. Other segments may be unaffected altogether.  

Marketing is communicating with the community. The healthcare business that abruptly silences its voice is totally and suddenly invisible to people in need—and that may seem like a disappearing act to others. Marketing works best with consistency and reliability.

Be alert to new opportunity. Economic change can also mean social change. Some people might be relocating—so look at your marketing by geography. Or some procedures or services may be in greater demand, so consider marketing messages that adjust your patient mix. When it's appropriate, target the specific audience where and when you can answer the greatest or strongest need with your services.

Have and use your marketing plan. If you don't have a marketing plan, let's talk about creating one for you. If you have a plan, we can guide you on how adjustments can boost the results. In good times or otherwise—the purpose of a marketing plan is to generate the maximum, cost-effective bottom-line results and Return-on-Investment. A hard-working marketing plan is your most valuable defense if economic times are soft.

For more enquiries, please email us at sales@medicalamrketing.com.hk or call us at 852-25801059 in office hour HKT 10:00 to 14:00 / 15:00-19:00.

www.medicalmarketing.com.hk

Hire us! Why? Because we have …

1.      Solid experience in management of medical-related projects.

2.      Ability to collaborate and work well medical professionals.

3.      Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.

4.      Good understanding of technical requirements of organic search

5.      Good medical writing skills and HTML skills

6.      Similar approach and philosophy about organic search as yours.

7.      Familiarize with Google’s webmaster guidelines.

If you have interest on the web marketing in Asia, you are also recommended to visit www.asia-web-marketing.com as well.