Hong Kong Medical Marketing

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The 2nd China eHealth EXPO & The 14th Conference on International Exchange of Professionals

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What’s Driving Telehealth to More Doctors

The diverse faces of telehealth—from virtual doctor consultations to remotely monitored patients—are continuing on a solid growth path. One assessment, by tele-Technology, says that doctors’ virtual consults with patients will double in less than five years.

Marketing strategies for hospitals, doctors and health systems will continue to adjust to keep up with the adoption curve, and that alone will further fuel consumer demand. In addition, here are some of the other key driving forces:Empowered consumers expect convenience. One of the most important dynamics in healthcare delivery is the growing awareness that the passive patient of the past has become today’s empowered customer. Conditioned by their experience in the retail world, convenience is the new baseline expectation in healthcare. Consumers are already using the technology that would enable them to communicate with providers by email or text, or to make online appointments.

Major provider networks are embracing virtual healthcare. Some coverages have expanded to allow plan members to connect with a primary care physician, seeing “the potential to avoid a more expensive trip to a hospital emergency room.” Further, some payors encourage cost effective virtual solutions for their contribution to prevention, patient compliance and better outcomes.

Broadband availability, enabling remote monitoring, is mainstream. The Internet and advances in technology are widely available to facilitate rapid adoption and expansion.

Hospital and doctor marketing efforts need to keep pace with the advances in, and the public demand for, telehealth and virtual healthcare benefits for patients.

Creating Heartfelt, and Fun, Hospital Videos

Keeping up with what’s-new-and-creative among thousands of hospital and healthcare videos is daunting. YouTube alone has about a billion (with a B) active users each month. And every marketing-smart hospital in the US has embraced the engaging, educational and entertaining power of online video.

The relatively low cost of video production, and the high user impact of visual content, put video in the driver’s seat as the most efficient, popular and effective content marketing tool. What’s more, medical facilities have the added advantage of including heart and compassion, which is why videos are hospital marketing’s secret weapon.

Why I Hate Calling a Doctor’s Office (Part 2 of 2)

This local practice lost my immediate business (and perhaps an otherwise loyal patient) to a better service. And the marketing and customer service lesson here is that you may have the same problem and not know it.

Is your front desk following the policy you set down when people call in? Most often, we know from experience, that that’s not the case. Have you checked on this lately?

Do you close down the phones and the office at times that are convenient to people/patients/consumers? Are you missing opportunity to serve your best patients?

Have you hired the right person (and/or invested in training) for staff members who answer your phone? Are they winning business or losing opportunity for you?

Are you aware of your competition, and recognize the fact that they are diligently trying to take business away from you? Are you inadvertently helping them win?

There are two main reasons why I hate calling a doctor’s office. First, as a patient (and someone who is spending money with them), I would like to think that I’m important to them, and they are prepared to answer my needs.

And from a healthcare marketing perspective, it’s alarming to realize that 90 percent of practices and healthcare organizations lose money when they answer the phone.

Sometimes really nice people at your front desk are secretly killing business…unless, of course, everyone’s out to lunch.

Why I Hate Calling a Doctor’s Office (Part 1 of 2)

At the risk of sounding like a minor rant…here’s a quick story with an important marketing lesson.
I HATE calling doctors’ offices.

I suspect that a lot of people feel the same way. Please let me know if you can relate to my brief-but-irritating experience.

The other day I discovered that I needed a new supply of contact lenses. And since I prefer to support local businesses—I’m a business owner myself—I called to place my order with a local optometrist’s office.

That’s a simple and routine task, and something suitable for a fast phone call.

First, the office was closed (for an hour and a half) during lunch. I’m not anti-lunch, but that’s exactly when busy people find it convenient to call. Is it necessary or prudent to close the entire office at a time when new business is likely to be knocking?

The person who usually answers the phone is not always helpful, thorough or, it seems to me, particularly competent. I’m trying to give them my business, (i.e., spend money with them). But as an established patient, I’d like to stay loyal to the practice.

From my perspective, I’m the type of target-audience patient that they want…a busy executive who returns for additional products and services. I’m concerned that people like myself are not able to call during business hours. They we’re not making it easy for me.

Eventually, I left a voice mail message and asked her to email or call back so I could complete the order correctly. (It was wrong in the past, by the way.)

Eventually, she called back, left a voice mail message telling me to call her again.
End of story.

6 Questions: Reality Check for Healthcare Ads & Slogans (Part 2 of 2)

Here are six reality check questions for advertising. A universal premise here is that people are skeptical—highly skeptical—about advertising messages in general. So, to stay in safe territory, for more effective ads and for greater response:

1. What proof do you provide, and why should the reader/viewer believe this?

2. Specifically, is it clear what product or service you’re asking them to buy?

3. Are the benefits apparent and understandable?

4. How or why is this different amid fierce competition?

5. Is the information real and substantial, or just blah-blah puffery?

6. Why should your audience act now?

6 Questions: Reality Check for Healthcare Ads & Slogans (Part 1 of 2)

One of the oldest and most familiar brand names in the mattress industry—Sealy—owes much of its success to an advertising executive. He invented the slogan: “Sleeping on a Sealy is like sleeping on a cloud.”

This goes back to the early 1900’s when Earl Edwards, a successful ad-executive-turned-entrepreneur purchased patents and bought into the bedding business. Over a hundred years later, Sealy (now Tempur Sealy International) is one of the largest mattress manufacturers in the world.

There’s no doubt that Sealy’s product excellence, brand recognition and innovation are major factors in the company’s long-playing history. But as a student of marketing, I like to think that the classic advertising slogan by Earl Edwards launched this enduring success story.

But is it real? Can you actually sleep on a cloud?
“Like sleeping on a cloud” is a metaphor that, in its simplicity, touches the customer’s emotion and imagination with an admittedly fictional and fanciful, but positive, promise of sleeping pleasure. It’s also a quick check reminder for healthcare advertising claims.

To illustrate, answering a customer (patient) need is good; evoking an emotional connection is good; but an unrealistic promise (direct or implied) of a “cure,” a specific outcome or a false or misleading claim is deep-water trouble.

5 Common SEO Mistakes to Avoid at All Cost (Part 2 of 2)

Search engines issue “spiders” to constantly explore web pages to help determine, among other things, the relevance between keywords searched and keywords used. To make this process more challenging—and in an effort to maintain a fair and level playing field—Google doesn’t say exactly how it indexes and evaluates websites or precisely how it determines the order in search results.

But top-secret algorithms aside, some of the most common SEO mistakes are important to recognize and avoid:

# 5. Allowing broken and/or poor quality links. Search engines recognize (outbound) links on your site that don’t work. Although it happens all the time, having too many broken links is extra annoying to Google. On the other hand (inbound) links from low-quality or non-authoritative sites is also an issue for Google. Either way, to Google, bad links reflect poorly on your site.

# 4. Poor or missing Title Tags and descriptions. Surprisingly often, high potential pages remain untitled or neglected. (Brief descriptions appear on the search results page just below the link.) Space is limited, but no information can hurt.

# 3. Repetitious keyword stuffing. Google is on to the old trick of over-using keywords in site page text. The reasonable and sensible incorporation of important words is appropriate, but search engines recognize needless repetition and throw in the penalty flag for violations.

# 2. Not using the words that people are using to search. Consider the common and conversational language (words and phrases) that a prospective patient would use in a Google search. You’d be surprised how commonly elementary search words are neglected…sometimes in favor of clinical terms. Ask yourself what do they need your help with? More individuals are likely to search for “skin rash” than for “dermatologist.”.

# 1. When your site can’t be crawled. SEO experts listen closely to Matt Cutts, one of Google’s top people in the world of search. He warns that if a search engine can’t explore your website (via spiders or web crawlers) it simply doesn’t know what to make of it, and Google won’t rank it. It’s one of the biggest SEO mistakes, according to Cutts.

5 Common SEO Mistakes to Avoid at All Cost (Part 1 of 2)

Search Engine Optimization (SEO) is not quite the mysterious term that is once was. The doctors, hospitals and health systems that operate most of the nation’s health care websites recognize the vital role of SEO in connecting the patient with the provider
But unlike the words and graphics of a website—the stuff anyone can easily see online—the critical elements of optimization are not obvious and often remain hidden…digital alchemy that requires continuing expert attention.

To help decode the not-so-observable considerations, here are some of the basics about effective optimization.

The three basic pathways…
Simply having a website is no assurance that anyone will ever see it. There are only three ways that visitors will arrive at your site:

REFERRAL LINK: When another website provides a direct link to a page on your site.

ORGANIC SEARCH: When a prospective visitor finds your site because Google (or other search engine) determines there is a match between search words and your website.

Why should you work with Medical Marketing rather than individual printers, newspapers, cable-tv outlets, radio stations, web developers, etc.?

Beside the headache of coordination among multiple vendors, they will never collectively present a consistent image and message like Medical Marketing can. Besides that, most of vendors are not specialize on medical field create lot of time consuming and unprofessional communication as well. By reaching your targeted patients with one consistent voice and image, Medical Marketing makes every individual piece in your marketing mix work harder and more effectively for your money. We concentrate your marketing presence so that every exposure requires less repetition, thereby saving your practice money. With a single point of contact, you devote more time working on the profitability of your practice.

Is marketing appropriate for a medical practice?

In today’s era of better public educations, fierce competition and greater choices available to patients, marketing are not only appropriate, they are indispensable. Word of mouth is no longer enough. You must take control of your own image by differentiating your practice, its physicians and services from your “competitors”. These assets should be communicated efficiently and effectively to new and existing patients. Medical Marketing is the best way to achieve these objectives. Whether or not you choose to market, odds are your competitors are. That is why we work in close partnership with each of our clients to strategize and craft custom solutions that address these changes and chart a course for success. Last but not least, we will ensure all marketing works are comply with the Code of Professional Conduct drafted by the Medical Council of Hong Kong on Jan, 2016.

We speak the same “languages” with medical professional

We are concurrently working with more than 20 different medical specialties, not only for doctors and dentists, and also physiotherapists, chiropractors, dietitians, embryologists, TCM, etc…

Don’t forget your audience is Layman!

We are a team of medical marketers, animators, medical writers, voice over specialists, we have extensive experience in this industry but we are not doctor. It is critical as we are the “middleperson” to interpret the “complicated” medical treatment procedures to general public.

We are the Specialist of Medical Animation

We believe quality animation can enhance the public awareness of medical treatments, especially for surgeries. The patients who need this information will benefit.

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