The Medical Board of Australia (MBA) provides advertising guidelines under the National Law for medical practitioners and any advertising agencies engaged to promote their services on their behalf. These guidelines outline what content is considered appropriate when advertising to the public, and what isn’t.

Recently, AHPRA has turned its focus on advertising compliance among plastic and cosmetic surgeons. With a maximum penalty for advertising offences now raised to $60,000 for individuals and $120,000 for a body corporate, being caught out for filtered before-and-after images or incorrectly using the word “specialist” is not something you want.

Here’s what you need to know about AHPRA-compliant advertising for surgeons who perform cosmetic surgery.

Key Advertising Restrictions

Registered medical practitioners who advertise cosmetic surgery are offered additional guidance on advertising, which can be found here. Advertising media regulated by these guidelines include social media, radio, flyers, business cards, billboards, and websites, amongst others.

In a nutshell, the guidelines explicitly prohibit:

• Glamorising cosmetic procedures or trivialising the complexity and risks.
• Overstating likely outcomes or implying unrealistic expectations.
• Using testimonials, before-and-after photos, or social media influencer partnerships that might mislead consumers.
• Offering financial inducements, such as discounts, free procedures, giveaways, or referral commissions.
• Bundling incentives, like discounted flights or accommodation for cosmetic surgery.
• Pathologising the normal diversity of the human body or presenting these differences in a negative light
  

Implications for Healthcare Professionals

Medical practitioners are personally responsible for ensuring all advertising associated with their practice complies with these regulations. This responsibility cannot be delegated to a third-party agency. Furthermore, practitioners must ensure:

• Accurate representation of their qualifications and registration status, including use of the protected term “specialist” or “surgeon”.
• Clear and unbiased communication of the nature, risks, and outcomes of procedures.
• Transparent financial disclosure, including all possible costs and exclusion from Medicare.

Non-compliance may result in regulatory action, including significant fines and loss of registration.

Need an AHPRA-compliant marketing agency?

Agencies working with medical practitioners who provide cosmetic surgery and procedures must navigate a highly regulated space. It is essential to:

• Vet all content through the lens of the National Law and AHPRA guidelines.
• Eliminate marketing language or visuals that exaggerate results, appeal to vanity, or deliberately attract vulnerable populations.
• Avoid any campaigns that imply time-limited deals, guaranteed results, or personal transformation narratives.

At Total Medical Design, we have 15 years of advertising exclusively for the medical industry across a range of specialist fields.

If your medical practice is in need of an advertising agency that knows the meaning of AHPRA compliance, contact us today.

Frequently Asked Questions

About the Author

The post AHPRA Guidelines on Cosmetic Procedure Advertising: What Healthcare Professionals and Agencies Need to Know appeared first on Total Medical Design.

Introduction

Search Engine Optimisation (SEO) is an essential strategy for driving traffic to your website and improving its visibility in search engine results. SEO can be broadly divided into On-Page Optimisation (also known as Onsite SEO) and Off-Page Optimisation (commonly referred to as Link Building). Both play vital roles in enhancing your site’s performance and ranking, but how do they differ, and which works better?

In this article, we’ll break down the differences between on-page and off-page SEO, explain how they complement each other, and explain why a balanced approach is critical to achieving optimal results for your medical practice.

On-Page Optimisation: The Foundation of SEO

On-page optimisation focuses on improving elements within your website to make it more appealing to search engines and users. It’s particularly beneficial for new websites still building their online presence. Some critical components of on-page SEO include:

• Keyword Research and Analysis: Identifying relevant keywords and strategically placing them throughout your content helps search engines understand your website’s focus.
• Meta Titles and Descriptions: Properly optimised titles and meta descriptions help search engines index your pages more accurately and improve click-through rates.
• Content Optimisation: Fresh, original, and informative content is essential for search engine crawlers and human visitors. Content that is optimised with relevant keywords can help your site rank better.
• Internal Linking and Site Navigation: A well-structured navigation system and internal linking strategy make navigating your site more accessible for users and search engines, improving user experience and SEO performance.

By focusing on these elements, on-page optimisation ensures that your website is well-structured, relevant, and easy to find for both search engines and users.

Off-Page Optimisation: Building Authority with Link Building

Off-page optimisation primarily concerns building your website’s authority and credibility by earning links from other reputable sites. In SEO, these backlinks are like “votes of confidence” from other websites, and search engines use them as indicators of your site’s relevance and authority.

Key off-page SEO tactics include:

• Backlink Building: Securing high-quality backlinks from authoritative websites boosts your site’s credibility in search engines.
• Social Media Engagement: Active engagement on social media platforms can drive traffic to your site and increase brand awareness, which may lead to natural backlinks.
• Directory Submissions and Guest Posting: Submitting your site to reputable directories and contributing content to industry-relevant blogs are effective ways to generate backlinks and improve your site’s visibility.

While on-page optimisation lays the foundation for SEO, off-page strategies like link building help build the authority to rank higher in competitive search results.

On-Page SEO vs. Link Building: Which is More Important?

It’s not about choosing one over the other when determining whether on-page optimisation or link building is more effective. Both strategies are equally important and must work together to maximise your website’s performance.

• On-Page Optimisation: Without solid on-page optimisation, search engines may struggle to understand your content, and users may find it challenging to navigate your site. Properly optimised pages are the backbone of SEO and the foundation for link-building efforts.
• Link Building: Conversely, even the best-optimised pages will struggle to rank without high-quality backlinks. Link building helps establish your site as an authority in your field, making it easier to climb search engine rankings.

The key to a successful SEO strategy is finding the right balance between both techniques. On-page SEO ensures your website is optimised for search engines, while off-page optimisation helps build credibility and authority through backlinks.

FAQs on On-Page SEO and Link Building

Conclusion

On-page optimisation and link building are critical pillars of any successful SEO strategy. Both work hand in hand to improve your site’s visibility, relevance, and authority in search engines. While on-page optimisation focuses on refining your website’s internal structure and content, off-page SEO helps build authority through external backlinks.

Balancing these two techniques is essential to maximising your SEO efforts. By leveraging on-page and off-page strategies, your medical website can achieve higher search engine rankings, drive more traffic, and grow your practice.

Need Help With Your SEO Strategy?

If you’re looking to improve your medical website’s SEO, Total Medical Design can help. Contact Ray today or call 0433 399 294 to learn how we can optimise your site with both on-page SEO and link-building strategies. You can also view our SEO services for more information.

The post What Works Better: On-Page Optimisation or Link Building? appeared first on Total Medical Design.

Introduction

In the digital age, your clinic’s website is often the first point of contact for potential patients. A well-designed website can significantly impact how your clinic is perceived, influencing patient trust and decision-making. Here, we discuss the key elements that can help your website effectively portray your clinic in 2024.

First Impressions Matter

Your website is the digital face of your clinic. A professional, user-friendly design creates a positive first impression and reflects the quality of care patients can expect. Ensure your website is visually appealing, easy to navigate, and mobile-friendly.

Highlight Your Services and Expertise

Clearly outline the services you offer and your areas of expertise. Use this section to educate patients about your specialisations, ensuring that it aligns with their needs. Include detailed descriptions, benefits, and any unique aspects of your practice.

Use Professional Imagery

High-quality images of your clinic, staff, and procedures can enhance your website’s appeal. Professional photography helps create a trustworthy and welcoming online presence. Avoid stock photos that can make your website feel generic.

Incorporate a Blog

A blog can position your clinic as an authority in the medical field. Regularly updated content on relevant health topics can engage visitors and improve your search engine rankings. It also provides an opportunity to share updates about your clinic and staff.

Ensure Easy Contact and Appointment Booking

Make it easy for patients to contact you and book appointments. Include a clear call-to-action (CTA) on every page, and provide multiple ways for patients to reach out, such as phone numbers, email, and online booking forms.

Highlight Your Credentials and Achievements

Showcase your clinic’s credentials, certifications, and achievements to build trust with potential patients. This could include information about your medical team’s qualifications, awards, and recognition in the healthcare industry.

Recognise Excellence

We are proud to announce that DesignRush has recognised us as one of the best Digital Marketing Agencies in Asia. This recognition reflects our commitment to excellence in creating impactful digital marketing strategies for healthcare providers.

FAQs on Portraying Your Clinic Through a Website

Conclusion

Your clinic’s website is a vital tool for portraying your practice’s values and expertise. By focusing on professional design, informative content, and patient engagement, you can create a website that builds trust and attracts new patients.

Need Help Designing or Redeveloping Your Website?

If you need support in developing a new website or revitalising your existing one, we are here to assist you. Contact us today or call Ray on 0433 399 294 to learn how we can help you make a lasting impression online.

The post How a Website Can Portray Your Clinic in 2024 appeared first on Total Medical Design.

Introduction

In the rapidly evolving field of medical marketing, staying ahead means continuously refining your SEO strategy. Keywords are the backbone of effective SEO, and their wise use can significantly enhance your online visibility and patient engagement. This updated guide provides essential tips and strategies for using medical marketing keywords effectively in 2024, complete with a comprehensive FAQ section.

Understand Your Audience’s Search Intent

Search intent has become more crucial than ever. Understanding why your audience searches for specific terms helps tailor your content to meet their needs. For medical professionals, this means distinguishing between informational queries like symptoms and diagnostic information, and transactional queries like appointment bookings or clinic locations.

Utilise Long-Tail Keywords

Long-tail keywords are more specific phrases that are less competitive and often align closely with user intent. In medical marketing, using long-tail keywords such as “paediatric asthma specialist in Sydney” can attract a more targeted audience, likely to convert because the content meets their specific needs.

Keyword Placement is Key

Strategically place your keywords to ensure maximum impact:

• Title Tags and Meta Descriptions: These elements are crucial for SEO and user click-through rates. Include primary keywords naturally.
• Headers and Subheaders: Using keywords in H1, H2, or H3 tags not only boosts SEO but also improves readability and structure.
• First 200 Words: Placing relevant keywords in the opening paragraph ensures that both search engines and users can quickly identify the topic of your content.

Monitor Keyword Performance Regularly

SEO is not a set-and-forget strategy. Regular monitoring and analysis are vital to understand how your keywords perform. Use tools like Google Analytics and SEMrush to track keyword rankings, website traffic, and engagement metrics. Adjust your strategy based on this data to remain competitive and relevant.

Leverage Local SEO

For medical practices, local SEO is indispensable. Ensure your keywords reflect local search terms. Tools like Google My Business can enhance your visibility in local search results, making it easier for patients in your vicinity to find you.

FAQs on Using Medical Marketing Keywords

Conclusion

Keyword strategy in medical marketing must evolve with changing search engine algorithms and user behaviours. By applying these updated practices, medical professionals can improve their online presence, attract more relevant traffic, and ultimately provide better healthcare through accessible information.

Need Professional Support with Medical Copywriting?

If you’re looking to enhance your content with expert keyword research and specialised medical copywriting, our copywriters, Cathy and Jane, are here to help. With their extensive expertise in medical marketing, they can provide the support you need to elevate your content strategy. Contact us today to learn how Cathy and Jane can assist you in achieving your content goals.

The post How to Use Your Medical Marketing Keywords Wisely appeared first on Total Medical Design.

Owning and operating a healthcare business in Australia can often feel like walking through a field of landmines. The landmines, or rather advertising regulatory standards, can seem rather complex at first. However, in this clear and simple guide by Total Medical Design, you will gain a deeper understanding of your regulatory obligations for marketing and advertising in the health sector in Australia.

We’re talking about advertising in the broadest sense of the word

Advertising standards in the health industry are set by the Australian Health Practitioner Regulation Agency (APHRA).

Advertising is classified as any action by your business that draws attention to itself. In practice, advertising could be conducted in endless numbers of ways. Your business could employ someone to do sign writing in the sky – that’s advertising. Or advertising could be simply adding your business details to an online directory website.

Medical practices in Australia aren’t allowed to use testimonials in their advertising

Testimonials are comments left by previous customers or patients about your medical practice. These comments recount the personal objective experiences of individuals. This means that testimonials are unlikely to be balanced and informed sources of information.

Patients often place undue emphasis on testimonials because of their lack of knowledge about health and specialist medicine. These patients often lack the knowledge to properly validate any scientific claims on health websites.

This means prospective customers and patients are vulnerable to being misled by testimonials in medical and healthcare advertising that is inaccurate and misleading. The regulation aims to protect these patients.

Who is responsible for advertising in a healthcare business?

It doesn’t matter if you have employed an agency to help with advertising. The responsibility for advertising still lays with the principle health practitioner at the clinic or business.

Monitoring and removing patient comments or feedback

Healthcare and medical businesses in Australia are expected to monitor all “owned” media. To clarify, owned media is media that was set up and managed by the health business themselves. Examples of owned media would be a website, e-newsletter, promotional print marketing, video or radio advertising or Google ads.

Principle health practitioners will need to keep an eye out for instances where customers provide comments or feedback that could be classified as a testimonial that are located within “owned’ media.

Patient comments that aren’t owned by your business – not your problem

When a comment or customer feedback is located on a third party website or social media channel outside of the control of your business, you don’t need to request the removal of that piece of content.

Although if you do decide to copy and use content from or third party sources – then the APRA regulations will apply to this content.

When you cannot use a patient comment as a testimonial

When a customer mentions a clinical aspect of your medical practice (either overtly or indirectly), then this quote or commentary cannot be used as a testimonial for advertising. More specifically:

• A patient mentions their symptoms or reason for seeking treatment.
• A patient mentions the diagnosis or treatment provided by your medical practice.
• A patient mentions treatment outcomes, or the skills and experience of a practitioner at your medical practice.

When you can use a patient comment

In certain circumstances, it’s OK to use a testimonial on your website or other media that your business owns and controls. This includes ‘owned’ media such as your social media, website, newsletters and print publications.

• A patient comment about a non-regulated health service.
• A patient comment that’s not related to an aspect of clinical care.
• A patient comment that’s a testimonial, but it’s not used in advertising.

Total Medical Design are ahead of the game regarding healthcare marketing regulations in Australia. Our team of experienced marketing, digital, design and content professionals have decades of collective experience in healthcare marketing.

Total Medical Design help health and medical businesses like yours to thrive and grow online. If you have any further questions about health advertising or need some advice, give us a call today on 0433 399 294
info@totalmedicaldesign.com.au

Further reading

The Australian Health Practitioner Regulation Agency (APHRA) have put together some comprehensive guidelines for health practitioners to ensure that they stay within the regulatory requirements.

Australian Health Practitioner Regulation Agency (AHPRA) (2018) Check and Correct: Testimonial Tool

Australian Health Practitioner Regulation Agency (AHPRA) (2018) Advertising Resources: Check and Correct

The post The Total Medical Design Guide to Advertising Regulations for Healthcare Businesses appeared first on Total Medical Design.

How effective was your practice’s email marketing last year?

According to recent stats by email marketing software provider MailChimp, the average open, click-through and soft bounce rates for the medical, dental and healthcare sectors are 22.40%, 2.44% and 0.73% respectively (Source). How do yours compare? Are you even measuring them?

Chances are there’s room for improvement and, given that email marketing continues to prove to be an effective way to build brand awareness, gain authority and grow patient trust, it’s certainly worth investing some time and effort into it.

Wondering what you can do better? Here are some tips.

1. Stick to one primary message

No matter what type of content you choose to send out to your patients and contacts – appointment reminders, information on health-related topics, practice updates – don’t try and include it all in one email, instead keep a narrow focus.

Not only will this extend your opportunities for keeping in touch, but medical and health-related information can be hard to digest so by sticking to one clear message you give yourself the space to communicate the information more successfully. To boost engagement, enhance your message with images and videos.

Related: 10 content ideas for your medical practice blog

2. Segment your audience

Targeted emails – ones that are highly relevant to the reader – have been proven to be much more effective than generic ones. It makes sense. Because of this, if you’re not already segmenting your contacts (dividing them into groups based on demographics, specific needs or diagnosis), now’s the time to start.

Yes, healthcare audiences can be extremely diverse so segmentation can get complicated, but it’s also important. It wouldn’t make sense, for example, to send an email on genealogical issues to male patients or one on dentures to younger clients – the topics just wouldn’t interest them. In fact, it’s actually fostering negative patient relationships.

3. Use mobile-friendly design

More and more people are opening their emails on mobile devices however the reality is that the experience isn’t always a positive one when they do. How many times have you opened an email and had to scroll across to read the text or zoom in to click a link? Frustrating isn’t it.

If the emails you’re currently sending out to patients fall into this category, your chances of seeing positive results from your campaigns are significantly reduced. The solution? Switch to mobile-responsive designs. If an email displays well it’s likely to be received better and get more clicks-throughs.

4. Set a regular send schedule

Sending out regular emails will not only assist you in planning your content but can build trust with your patients and contacts by setting expectations. In healthcare, daily or weekly emails may be overkill. Instead, once a month or bi-monthly might be more suitable. If you’re unsure, why not ask at sign up stage?

Once you’ve decided on a schedule, the best way to manage it is to use email marketing software such as MailChimp or Campaign Monitor. As well as giving you the tools to create professional looking emails, they also have the ability to automate what you send – useful for timely content and appointment reminders.

5. Include a call-to-action

If you want your emails to heed results, every one you send should have a clear purpose and a clear call-to-action. For example, if you’re sending an email reminding a patient to rebook, tailor your message to this end and make it easy for them by including a link to your online booking form.

The best call-to-actions are short, to the point and use action verbs to encourage click-throughs. Appropriate calls to action might be ‘Book your appointment today’, ‘Learn more’ or ‘Sign up for our free event’. Be sure to clarify the benefits in taking action e.g. don’t run out of medication, discover all you need to know about the procedure etc.

6. Track your success for insights

It’s all very well sending out emails to your patients and contacts but if you don’t know how well they’re performing, your efforts are wasted. If you’re using email marketing software, you can access detailed analytical information on the no. of clicks, opens, bounce, subscriber social activity etc. for every campaign.

As well as helping you see whether individual emails are being positively consumed and leading to action, you can A/B test (send out two different variations of an email) to identify problems e.g. perhaps your subject line is not powerful enough or your emails are too long.

Finally, don’t forget the legalities

By following this advice, email marketing can produce much better results for your practice. Importantly, don’t forget to ensure your efforts are in-line with current regulations such as the Privacy Act and anti-spam laws.

The post 6 ways to boost your practice’s email marketing efforts appeared first on Total Medical Design.

Blogging can benefit your practice in many ways. Not only can it drive traffic to your website but it can also convert browsers into patients and help you establish yourself as an authority in your field so people keep coming back.

In reality, though, coming up with a constant stream of quality blog ideas, week in week out, is no easy task. To help get you started, here are some content suggestions to keep the postings on your medical practice website engaging, relevant and regular.

1. Offer your opinion on the latest health news

The latest industry news can be a great starting point for new blogs – so keep your eyes peeled. However, it’s important that you don’t just reiterate stories in your own words. Use this opportunity to give your own take and view on the subject. Some online resources to look at include:

• ABC Health News – http://www.abc.net.au/health/healthnews/
• Sydney Morning Herald Health – http://www.smh.com.au/national/health
• Government Health Latest News – http://www.health.gov.au/internet/ministers/publishing.nsf/Content/dr-david-gillespie-mp-latest-news

2. Focus on your specialities

Even general health practices have specialities – from women’s health to preventative care –and your blog is a great way to showcase yours. Tell people more about your expertise, how you got into it and what the advantages are for your patients in terms of facilities and treatments. But be sure to stay impartial.

3. Tie in to national health events

The Department of Health’s Calendar of Events can be a great source of inspiration for your blogs. From World Cancer Day to Coeliac Awareness Week and National Blood Donor Week, the calendar presents an opportunity to introduce a health-related issue or illness in a pertinent and timely manner.

4. Answer common patient questions

Helpful content is read content, so use your blog to answer some of the most common queries patients throw at you. These could be health, procedure or practice related. Much like a Q&A section, this is a chance to save time spent answering questions in person and to show patients you understand their needs.

5. Announce a new service or product

Whenever you introduce a new service or product to your practice, use your blog to introduce it. Even when it’s already highlighted on your site, this is your opportunity to provide a lot more detail about what it is, why you’re providing it and the benefits it offers. But keep it factual rather than promotional.

6. Share knowledge and research

Have you been to a conference recently or read an interesting article in your favourite medical journal? Use your blog to share your learnings with your patients. In addition, search for other credible academic content using Google Scholar and then curate your findings in plain English. Ensure you include links and references.

7. Use lists to give practical advice

Blogs presented in a list format such as 10 ways to boost your immune system or The 5 best treatments for the common cold, are one of the most popular types of content consumed. Whatever your field of practice, there are so many possibilities for topics here – just make sure you tailor them to your patients.

8. Explain health insurance practicalities

Health insurance is not always a straightforward topic to patients, so use your blog to provide more in-depth information to assist their understanding. If you have patients who have relocated from overseas you could look to explain Medicare in more detail, from who is entitled to receive its benefits to how bulk billing works.

9. Create an infographic

Mixing up the format of your blogs can be a great way to keep people interested. As well as creating traditional written blogs, design and share infographics – a content type proven to boost engagement and understanding. What could you visualise? National healthcare stats; your patient satisfaction survey results; steps for a common procedure.

10. Embed quality videos

When it comes to preferred content, videos rank high on the list. Create your own by focusing on a specific service you offer or give a visual tour of your practice. Alternatively, scour YouTube to find credible health-focused films and upload them as posts. Introduce them by explaining why you think they’re useful or interesting viewing.

Final thoughts

Coming up with blog ideas doesn’t have to be difficult but it does involve some time and effort. Try to spend about 30 minutes each day if you can thinking, reading, researching and brainstorming to fill out the above suggestions and keep the momentum going.

Finally, here are some other useful resources for content ideas:

• Google Alerts – receive links to the most interesting medical-related content on the web
• BuzzSumo – discover what medical content is performing best and who is creating it
• Quora – find out what questions people are asking about illnesses and treatments

If you need help creating content for your medical practice blog, contact us today.

The post 10 content ideas for your medical practice blog appeared first on Total Medical Design.

Branding is often overlooked when it comes to medical marketing. In fact, it wasn’t always necessary.  However, building a strong brand for your healthcare practice or clinic is essential in today’s competitive healthcare market.

Without branding you are missing out on an opportunity to stand out from your competitors and connect with your patients. But knowing where to apply your efforts is the key to success?

Towards Customer-Centricity

Healthcare providers used to rely on their authority to attract patients. However, due to changes in the market, customer expectations and leaps in technology, medical services have needed to become increasingly customer-centric. Because of this, it is providers who best demonstrate their unique human value as well as their expertise, who are the ones attracting most patients.

And how do they demonstrate it? Through branding.

Brand vs. Branding

It is important to make a distinction between brand and branding.

Your brand is both the personality and the perceived value of your company. It is best described as a promise that tells people who you are and what they can expect from you. It is usually expressed by a series of attributes that connect at an emotional level. BUPA, for example, defines its brand as passionate, caring, authentic, accountable, open, courageous and extraordinary.

Branding on the other hand is the activities you undertake to build this brand perception. It includes not only your visual identity – your logo, website, brochure etc. but also your pricing, your premises and how you interact with your patients. Your brand should shine through in everything you do.

Benefits of Medical Branding

When done effectively, branding can help you:

• Stand out from your competitors – strong, memorable branding sets you apart
• Communicate your service offering – it reinforces who you are and what you do
• Demonstrate credibility – it shows that you are a serious business willing to spend money where it matters
• Build trust and loyalty – when a patient relates to your brand and knows they will get the same experience every time they interact with you, they are more likely to come back
• Increase your actual value – people will pay more if they believe in your brand

How to Get it Right

Once you have your brand clearly defined, you can begin branding, or building your brand. But what are the key elements of branding you need to consider?

• Logo – although it is only a small visual element, your logo can communicate a lot. Getting it right means making it easily recognisable. A professional designer is well worth the investment.
• Tagline – placed alongside your logo this should clearly but effectively state your unique value.
• Design scheme – choosing the right colour, type face and layout right can help create the right perception of your practice. For example, if your brand is based on innovation, go for a sleek, minimalist design.
• Tone of voice – if your brand could speak what would it sound like? Once defined, this should inform all of your written content. The tried-and-tested norm for healthcare is professional but approachable.
• Images – make sure the images you choose showcase your values. Poor quality images will contradict any effort to establish yourself as a quality brand.
• Channels – once you have a logo, design, scheme and tone of voice in place, you need to apply it consistently across all your marketing channels e.g. your website, brochures, stationary etc.
• Delivery – it’s no good claiming to be one thing in your marketing collateral if the reality is different. To be effective, your staff and your practice need to deliver on your brand promise every time a patient comes into contact with your service.

To be effective, your healthcare branding efforts must be being unique, memorable, consistent and consumer-centric. Although it might start with your logo, and a great logo is critical to branding success, your brand must infiltrate everything you do. If what you say is what you deliver, you will gain the trust of your patients – vital in healthcare today.

The post The importance of healthcare branding and how to get it right appeared first on Total Medical Design.

If you’re marketing a new treatment for Alzheimers Disease to carers and healthcare providers who are over 40, you may want to consider a more traditional channel for delivery of this information. Social media like Twitter is generally more suitable to people aged below 40. Conversely if you’re trying to reach research students in healthcare, then Twitter may be the perfect platform for communicating with them. The same applies to all the other social media platforms.

2. Don’t pitch your goods and services

Social media isn’t for promotion of your healthcare brand if you happen to be touting goods and services. This is a place for building an online community, solidifying brand reputation and positioning your brand as a thought leader. This should be a place where people can find valuable information easily and quickly and also as a point of contact for the brand. Social media is yet another avenue for users to get in touch with your organisation.

3. Humanise your organisation

Bring your organisation’s stories to light using social media. Share people’s passions and their lives with relatable stories that people will like and respond to.

4. Don’t repeat the same message on multiple platforms

Otherwise why would someone like or follow your organisation on Facebook and Twitter if you’re only repeating yourself?

5. Use the rule of thirds

This is a good way of going about your healthcare social media. Share only between 2-3 posts per day.

• 1/3 of posts should be about your brand.
• 1/3 of posts should be about your industry, with content from an outside source.
• 1/3 of your posts should be personal interactions.

6. Always use a call to action or hook

This is important as a compelling question may mean that the user will click through to the website to find out more.

7. Visual content is vital

Photos and video are the most successful types of content on social media. People become invested and engaged with social media through visual content. Analytics backs this up. It’s worth your time and energy to create beautiful images, quotes and infographics.

8. Don’t ignore social media complaints

Be transparent and authentic in your dealings with people on social media. Consumers just want to be heard. Social media is a 24/7 channel and people will expect brands to reply promptly.

9. Remember Social media is a conversation – not a one way street

You’re not putting content out there to a captivated audience. You need to give back in terms of comments, responses and valuable feedback. This will build the audience.

10. Align your social media messages with what’s happening in the wider world

For example if it’s Huntington’s Disease week or Heart Disease Week and that’s relevant to your brand, write and share content around this and then hashtag it.

The post 10 Best Practice Techniques for Healthcare Brands Using Social Media appeared first on Total Medical Design.

1. Pay particular attention to the audience

There are often several very different audiences for your website. Each page or section of the site needs to be tailored to best engage with the specific audience. This may also require consideration of tone of voice, jargon and specific methods of communication. Consider working through the Information Architecture to best tailor each section and page of the healthcare website. Have sections for different audiences as required. This is particularly important when you work in a large healthcare organisation with many stakeholders.

• Clinicians and healthcare providers
• Media
• Researchers and students
• Patients

2. Treat each page as a home page

Engage and speak directly to the audience of your page early on. Before you construct the page and its contents consider the purpose of the page and the action that you want the user to take. This user journey should be obvious from the moment a user opens up the page.

3. Work on creating easy to use internal search functionality

This is particularly important when you’re building a large website. The vast tracts of content need to be easily findable using an internal search engine. This is where keyword tagging and accurate metadata are important. Also the website itself needs to have the functionality to allow tagging, so that the content is findable by visitors. Properly tagged content will also make it far easier for Google and other search engines to index the site. To this end you should always use SEO best practice for both on-site and back end SEO.

4. Always include a Call to Action

The implicit purpose of the page should lead you to creating a call to action for that particular page. In healthcare websites, this call to action is rarely a strong one like ‘Buy now’, but rather it could be a softer CTA’s such as:

• Register for the event
• Read more
• Learn more
• Subscribe now
• Register to receive information in the mail

5. Internal and external links

Position your healthcare brand as a leading authority in your healthcare discipline. This is done by linking to other healthcare resources that are optimally placed to provide the most up to date information for people.

Internal links also can provide a way to keep users engaged and to continue to browse the site and find related information after they’ve finished reading a particular page.

By linking to constantly updated information, your brand also doesn’t need to update and cache the information on their own site. This will therefore save you time and resources as the content creator for the site.

6. Include fresh content

This can be via RSS blog feeds appearing on your site from other reputable sites. This could also mean that you embed a Twitter feed or Facebook feed that contains user-relevant information. This boosts your subscribers to the social media in any case.

Total Medical Design have industry experts who understand the complex and competitive world of the healthcare industry and the various responsibilities of healthcare organisations to patients and communities. We have worked with SME and large organisations in the past and have helped to bring about positive results through marketing.  Let us show you how!  

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