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.

 

Web–marketing planning - Creating searcher conversion workflows

Search – understand your customers and what they’re searching for.

Rank – your site has to rank well for the identifies queries.

Search engine results page Display – the search results display must compel searchers to click through to your site.

Page content – The page the searcher clicks to should be quickly identifiable as relevant to the searcher’s task.

Conversion – the page should propel the visitor to conversion with an effective call to action.  

How do the search engine crawling?  

The engine has to know the page exists and extract that content from the site for analysis.

1.      Discovering the pages. Search engines find out about pages on the web generally by following links from other sites on the web and by followings a site’s internal links. You should build a great site that makes others want to link to it and that you should have a comprehensive site navigation structure.

2.      Crawling the pages. Your goal is likely to have your entire site crawled, which can be hindered by crawling ineffectiveness and by infrastructure issues that make URLs inaccessible to the bots.

3.      Extracting content. Once the crawler has accessed a page, it has to be able to extract the content from that page and store it. Common issues include all falsh sites, pages full of multimedia such as videos and images with no textual markup, site built up Site built on technologies such as AJAX.

4.      Indexing. The search engines will not store pages if they determine that those pages are mostly empty, are duplicates of pages they’ve already stored, or have little values.

5.      Ranking. It depends on the how relevant a page is for the given query. So, it important to incorporate steps toward ensuring your pages are as relevant as possible to the searchers you are targeting.

The search engine algorithms are in a constant state of flux. Experts are tweaking settings every day to see how they can make results a little more relevant. A better strategy is to focus on what the search engines are trying to achieve with all of those algorithm tweaks – showing the most relevant results for a given query. Ensure your website is foundational infrastructure elements right and ensure marketing team build the right features and content.

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.

Some statistics related to web marketing in Asia(continue)

Upto 45% of daily actions are done by habit, without conscious thought. We don’t initially read the text on the page; we look for matches in the shape of the characters in the query.

Rather than people evaluate all results on the page at once, we first evaluate a single 3-4 items in chunk and move to the next if we don’t find a match. 50% of time, searchers click on results in the first chunk. This is one reason why a number one ranking is less important than people think. If you rank top 3-4 results and have the most compelling title and descriptions, you may win the click over the sites ranking above you.

60% of searchers rely primarily on the title of the result when evaluating whether the click. Searchers don’t even evaluate the entire title – they look primarily at the left half of it. The description displayed under the title and the URL also factor into what a searcher click on. Search engines bold words in all three places that match the query, which can draw a searcher’s attention.

55% of business to business buyers said they would navigate to a site they already knew through search. You can see this trend in the top search terms, nearly all are branded. IF a brand the searcher hadn’t previously considered shows up in results, it is added to a consideration and a brand not listed may be dropped from a consideration set.

When searchers were asked if they remembered seeing brands in the search results, fewer than 30% did if the brand was only in a paid search ad, but nearly 60% did when the bran appeared on top of both paid and organic. Only appear in organic can definitely causes more brand lift.

Seeing a company listed among the top results on a search engine makes me think that the company is a top one within its field. …

Views of online video opportunity continue to increase 41% from august 2008 to august 2009.

62 % of searchers click a result on the first page of results and 90% click within the first 3 pages. Data shows that the first page rankings are even more important, as 90% of clicks within that data set were on the first page of results.  

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.

Social Media Marketing – new web marketing strategy for medical practice

Social media becomes prominent in these days, and it definitely plays an important role in your healthcare marketing mix. Enhance exposures in different social media can help get traffic to your practice website.

Social media marketing can effectively and efficiently establishing brand visibility and also attracting and cultivating an active and growing community based on knowledge and information. Our social media marketing is not focused on short-term bursts or gimmicks. We assess your needs and determine the best strategic and tactical initiatives that are designed to establish, promote, and extend your brand across the social Web while cultivating communities in each respective social network.

Online social media can be classified as follows.

1.      Discussion sites – general and topic specific message boards.

2.      Content sharing sites – Sites that enable users to share what they’ve created with each others, like Flickr, delicious, dig

3.      Social networking sites - Site specifically to facilitate connections between people, like Facebook.

4.      Review Site – Most often seen as stand-alone sites, like review33.com.

What Can Medical Marketing Do For You?

-          Social Media Strategy and Campaigns

-          Content Development, Production, and Distribution

-          Social Media Measurement and Reporting (ROI)

-          Social Media Optimization

-          Web Video Production, Distribution, and Promotion

For more enquiries, please call us at 852-25801058 for more information.

www. medicalmarketing.com.hk

Facebook’s Facelift: Does your practice need one too?

In keeping with the social media theme, Facebook’s CEO and founder Mark Zuckerberg just announced one of the largest profile revisions to date on “60 Minutes” with Lesley Stahl this past weekend. The profile shift will emphasize photos, personal information, and increased usability.
The new look is designed to be more interesting to Facebook users and to display information in an easier way to understand. I’m impressed with how flexible Facebook is and how they are constantly adapting to make the Facebook “experience” the best possible. Healthcare practice owners can learn a lot from this.

Facebook remodeled the format of the profile page after listening to feedback from users and watching trends. A strong emphasis was put on photos and sharing personal information. The main profile photo’s size is larger, leading to an emphasis on it being a profile page about a specific person, just as your face and personality should be front and center in the marketing of your practice.  The site is now more collaborative, allowing a user to make groupings on their profile of friends, family, music, sports, or projects that are important to them.  Similar groupings on your website would allow for easier browsing.  What a referring doctor might look for and what a friend of a patient looking to find out about a certain procedure and then book an appointment are very different, yet equally important paths you should have.  Understanding what current patients and referral sources want from your practice will help give you a wider range of subjects to consider.

The idea behind the new profile design is similar to the suggestions I gave in a previous blog post about how physicians and healthcare providers should try to develop more personal connections with their target audiences. This can be done on your web site, Facebook fan page and your marketing resume. Creating connections are important to helping patients feel more connected to you as a person as well as their physician.

Are you open to reformatting your business from feedback and trends?  Successful medical practices remain flexible and look for new opportunities to expand. Understanding that change is part of the future and embracing that idea will help your practice grow with your patients.  This change in a major social media leader leads to the question of “How important is appearance and adaptability?” Patients coming to your office for the first time will take in your personal appearance and the layout of the office. When they visit your practice website, they will look to see if the information they find important is near the top and easy to understand.  Whether it’s your qualifications, a professional photo, how to make an appointment, your services, or simply how to contact you, your patients will appreciate you taking their feedback into account and the effort you display in remodeling your web site, and your practice as a whole, in an effort to better serve them. It will also enhance your practice’s brand.

For more enquiries, please call us at 852-25801058 for more information.

www.medicalmarketing.com.hk