Category Archives: Blog Posts I Like

Gen Y Women – How to Effectively Market to Them

millennial women marketing by cosmetic social media

We’re guessing that Generation Y (aka Millennial Women, born after 1980) are a HUGE target audience for your practice. But market to them in the wrong way and you’re sure to lose them.

Forbes came out with an article today which had some excellent insights about this influential group of women.

Article Key Points:

  •  A recent study on Millennial women’s relationship with brands reveals today’s female consumers demand significantly high levels of engagement from brands. Are they getting it? No. This is where brands are ignoring billions of dollars in potential revenue opportunities.”
  • “As a whole, Millennials like to associate themselves with difference-making brands, causes, and trends. The Millennial woman wants to be inspired by the brands she chooses. She seeks engagement with positive brand images that resonate with her, and make her feel good about supporting them.”
  • “Hollow marketing messages don’t work with her; brands that want to attract the attention of the millennial woman need to layer their campaigns with inspirational messages.”
  • “She appreciates brands that make her the “hero.” So make her the hero. According to a recent finding, 67 percent of women “appreciate brands that make [them] the hero vs. themselves [the brand] the hero.”
  • “When it comes to engaging Millennial women, brands that talk about themselves won’t cut it.”<< note that last part! 

Despite our (sometimes nagging) insistence for our clients (and anyone who will listen, actually) to focus on their customer instead of themselves, many clients refuse to let go of old marketing messages.  Well, maybe now that Forbes is saying it too, businesses might listen (we can only hope).

Full article here.

The Perfect Blog Post

There is so much information out there about blogging and what to do to maximize your presence, readership, loyalty, etc. This cool infographic from the bright minds at BlogPros really helps break down the key elements (as an average) from the top 100 blogs.

Now, YOUR audience might not respond to the average article length of 1149 words (we recommend 350-450), but take a read and see what you think. It’s always a good idea to take a fresh approach, test, and see if it works!


Via: blogpros.com

Think You Can Skip Facebook? Think Again…

A few days ago MediBeauty.biz editor, Tom Seery (who I love, by the way), put up a blog post entitled, “Doctors Don’t Need to Be on Facebook (and other good news)“. First let me way – that is a BRILLIANT title! Seriously, who wouldn’t click on this!?  But regardless of the genius title, I think there are a few flaws, so I sat down to give my thoughts…

Here is my response:

“Interesting points here Tom. I think the waters are being muddied in your article, however.  By saying “You don’t need to be on Facebook” I believe you are actually doing them a big disservice.  And I don’t say this because it’s what I do for a living – I say it as a former practice administrator who spent 20 years in plastic surgery management and marketing.  I know from firsthand experience how much of a difference it made in our practice’s patient retention, loyalty to our brand, repeat business, community awareness, and last but not least, referrals.

Now, should physicians THEMSELVES be on Facebook? The answer is yes, if they want to, but for their personal profile for friends and family *only*. These guidelines were set forth by the American Medical Association in late 2010 so this is not new news.  However, whether or not the physician wants a personal profile is less important than the PRACTICE having a page.

Implementing a practice Facebook page (and this goes for all social media platforms) opens an online channel for your practice/brand to engage with current patients, their friends (most likely to buy), and prospective clients on a daily basis. If you think about it, you cannot do this any other way.

I believe RealSelf offers surgeons a wonderful platform to show their expertise and let the patients “get to know them”.  Social media platforms such as Facebook, Twitter, Google+, Pinterest, Instagram, and Foursquare, all provide additional touchpoint opportunities. With Facebook’s Graph Search implications (see this blog post for more) and the strong SEO benefits of social media in general, it’s more important than ever to be active in all channels so you are connecting with this new digitally-connected consumer.

We have become a culture of sharing. The connected consumer shares everything – how they feel about you, your brand, your products, and your service. It used to be a happy customer tell s one person and an unhappy customer tells ten. NOW – that same customer can tell hundreds or thousands the good and the bad with one touch of her finger – and 70% of consumers will believe her!  This is the shift from word of mouth being “one-to-one “ to “one-to-many” and is why social media is not a “nice to have”- it’s expected.

Remember, Facebook is not a marketing platform, but rather another communication platform, similar to the telephone, email, or RealSelf) but the beauty of it is that you engage with patients where they are spending time (and on their terms).  Your updates have to be relevant and engaging to be worthy of a like, share, re-tweet, re-pin, etc.

As for the results you found on whether or not social brings new patient activity, I would question how these practices conducted and measured their social media efforts (see: this blog post about Dark Social Media). All too often the practice sets up a page and leaves it to wither and die by not updating on a regular basis (and losing out on Facebook’s EdgeRank algorithm for getting seen in the news feed), not engaging when patients comment, or flooding the stream with marketing posts. The saddest part is how many 3rd party providers don’t “get” social media either. So MD’s might be spending good money with so called experts who don’t understand the nuances of social and therefore implement the wrong strategy.

Social media is relationship marketing. Brian Solis, global new media thought leader called social, “The new cost of doing business. In an era of connected consumerism, to earn customer attention, trust, and loyalty is a cost and an investment in relevance and relationships.” (Click here for info about the new empowered customer)

 

 

How to be a Social Media Content Curating Ninja

Part 2 of a 2 Part Series

(Read Part 1 here)

If you read Part 1 of this series, you know WHO you’re creating content for and WHAT she might find relevant.  Next, let’s look for sources to inspire you… get the creative juices flowing.

 

Media: What’s trending in the news oftentimes makes interesting (and timely!) content. Piggyback onto trends and ride the viral wave as your readers share this “hot topic” with their friends. Just remember to keep it relevant. For instance, a recent news story reported that Kim Kardashian’s boyfriend du jour forbid her to get Botox.  So, if you are a cosmetic practice who offers Botox to your patients – this might set up a great topic for discussion. And if it gets a little heated, that’s okay. You can remind everyone to keep it civil if need be. And remember to encourage the discussion by posting replies to each person who comments with @ tags. (If you don’t have a clue what we mean by @ tags, click here for a über-fab article from my dear friend, mentor, and relationship marketing expert, Mari Smith).

Blogs & eNewsletters: Subscribe to lots and lots of blogs and eblasts. You can get great ideas from topics posted by WebMD, EverydayHealth, KevinMD (aka “Social Media’s Leading Physician”), and many others. Read what they have to say and you’re very likely to have at least one light bulb go off. Then take that topic and tweak it to suit your audience (remember the importance of relevance). You can also get great ideas from your society newsletters (ASPS, ASAPS, AACS, AAD, NSOCP, etc). Plus don’t forget about your consumer-facing publication(s) and websites – such as RealSelf and ProjectBeauty.

Google Alerts: If you don’t know what a Google Alert is click here. You might already have some alerts set up with your practice name, physician name, etc., but do you have alerts on topics such as breast augmentation news, Botox, celebrity plastic surgery, etc.? The possibilities are endless (really!) and you can choose the alerts to come to you as they happen or once per day, week, etc.

Use the Twitter Search Function

Twitter # Search: One of the coolest ninja tricks on Twitter is the search feature. You can search on any key word you want (ex: #CosmeticSurgery) and see what’s being discussed in real time! You can jump into the conversation and/or look for great content ideas. Some of the coolest content I’ve found was from using this method. Warning: If you have A.D.D., this might not be the most effective use of your time. It’s really easy to get sidetracked and forget why you came in the first place!

Fashion & Beauty Magazines: Oh my goodness… is there ever a plethora of information here! I have to admit, I got a little carried away recently and subscribed to a bunch of great magazines (and just might need a bigger Post Office Box). BUT, I have gotten my money’s worth already!  Here are a few I subscribe to:

  • Allure
  • Fitness
  • Self
  • Lucky
  • Better Homes & Gardens
  • W
  • InStyle

Google + Search: Just like Twitter, you can use the full power of Google’s search in a much more fun and social environment, Google+. You can search topics and get a whole host of terrific (and trending) info from the web. Think of it like a news feed of posts just on the topic you are interested in. It’s the best – try it out and let us know what you think!

Follow Heavy Hitters (like us!): Just kidding… (well, sort of). We’re just making sure you are still paying attention! But seriously, think of big influences in your specialty and see what they are doing to get ideas.

Books: Stop by your local book store and browse the health, beauty, medical, and humor sections. Here are just a few of my favorite books to draw inspiration from for posts and tweets (click on them to learn more):

IMPORTANT NOTE:  This should go without saying, but we’ve had it done to us plenty, so we’re saying it anyway. “Do not plagiarize (steal) someone else’s content. They worked hard to create it – so give a “hat tip”, denoted by this symbol: to those who gave you the idea  or inspiration (such as  Courtney Romagnoli). Or, if you are introducing a topic and linking or sharing the bulk of the article with little modification, put this symbol to say “via”:  (such as Monique Ramsey”). Read more about using these symbols and the correct ways to attribute content on the Curator’s Code website.

We hope this gives you some inspiration on how to find amazing and relevant content. Do you have other ways you find inspiration for your posts? Share them with us in the comments below!

~ Monique

What’s in Store for Social Media in 2012?

A lot of articles pass through my computer every day, but this one by  for Ad Age Daily caught my eye and I wanted to share it with you. I think he is spot on.

Pay particular attention to the 3rd tip – “Paid and earned media work best together”. “The days of building your Facebook fan count and Twitter following without paid media support are over, plain and simple.”  Unfortunately, they are probably right.

Click here for full article: Social Media: Five Facts to Bank On in 2012

I hope you find the information useful, and feel free to contact me with any questions you have – we are always happy to help!

 

 

Delete Facebook Posts at Your Own Risk…

Let’s say you are a brand… let’s say ChapStick for example… and your marketing department decides it’s time for a funny ad campaign. The top brass signs off and the campaign is posted in social media sites such as Facebook. So far – nothing too unusual. And Facebook, the heart and soul of social media, seems like the perfect place for a hip & lighthearted ad, right?

Well, not always

Check out the article from AdWeek (link below) for an example of how sometimes it’s not the creative that gets you in the most trouble, it’s how you react to your customers’ comments that could do the most damage to your brand.

ChapStick Gets Itself in a Social Media Death Spiral A brand’s silent war against its Facebook fans By Tim Nudd

Guest Blog: “The Plastic Surgery Playlist – What Are Doctors Listening to in the OR”

Hey there everyone… since we’re wrapping up summer, I thought I would share something fun that will keep you rockin’ right into the holidays!

Here is this week’s Guest Blog from Mike Wilton at iEnhance  exploring the greatest hits in operating rooms around the country. And feel free to add your favorite tunes to the list by commenting below!

Post by Mike Wilton – August 25, 2011 on iEnhance.com

Last week, Detroit area plastic surgeon Dr. Anthony Youn confessed in an article on CNN.com that he listens to Lady Gaga in the operating room. He went on to explain how music in the OR is common practice. In a recent study published in “Surgical Endoscopy” it was found that classical music affected surgeons more positively than hard rock or heavy metal. Another study published by “Surgical Innovation” named hip-hop and reggae the music that most benefited surgeons’ performances. With that in mind, we reached out to some of our doctors to find out what’s on their Plastic Surgery Playlist.

Bay Area plastic surgeon Dr. Joseph Mele is no stranger to music.  With a musical background that includes being the Music Director at UC Davis’ KDVS, Dr. Mele admits that his iPod features a variety of playlists sorted by artist, genre, year, and even plastic surgery procedure.

Dr. Mele has specific music associated with each procedure. “More mellow tunes work best,” he says in regards to facial procedures such as blepharoplasty. This keeps the atmosphere calm for patients that are in “twilight.” His eyelid surgery playlist includes a variety of songs ranging from Classical pieces from the Brandenburg Concertos to Will Smith’s “Summertime.”

Dr. Mele’s liposuction playlist “is perfused with more driving dance tunes and house music” he says. The upbeat playlist features tracks from artists such as A3, Alice DeeJay, “and the timeless Oh Yeah by Yello made famous my Ferris Bueller’s Day Off.”

Though he has preset playlists, he admits that he more often than not sets his 1,000+ song collection to random and just listens to whatever comes up. “Everything from Hendrix to Sinatra and Scorpions to Sugarland is represented. While segues from 2Pac to Taylor Swift can be a little tough, everyone appreciates the variety and no genre plays long enough to become a distraction. Music in the OR promotes a camaraderie, and allows me to keep track of the time without having to look at the clock.”

Like Dr. Mele, Newport Beach plastic surgeon Dr. Raffi Hovsepian plays various styles of music in the OR.  “It depends on the type of case I am doing.  Each case I do has its own genre of music.”  Facial surgery is paired with Classical, Bossa Nova, and Frank Sinatra, music that is more relaxing.  Body procedures, such as liposuction or tummy tuck, are paired with Classical and Alternative Rock. On the other hand, breast augmentation is paired with Hip Hop.

While Pennsylvania plastic surgeon Dr. James A. Yates tends to stick with New Age music in the OR, he shared the story of one particular instance where he opted for Ol’ Blue Eyes while working on a patient who was under local anesthesia and the patient smiled in the middle of the procedure. At that moment the doctor realized that the song, “I’ve Got You Under My Skin” was playing. Coincidence or not, it makes for a great OR music story.

And while it seems that listening to music during surgery is common practice, it’s not always appreciated by nearby surgeons or hospital staff.  Maryland plastic surgeon Dr. Daniel Markmann admitted that, “I get complaints all of the time that it is too loud.  The surgeons in the nearby operating rooms and staff in the hallways say they can hear the bass pounding on the walls.”

From classical to hip hop, it seems that every surgeon has his/her own personal taste of music that joins him/her in the operating room.  And whether it’s helping to improve their focus, or just make for a better work environment, it’s clear that it’s a significant part of the cosmetic enhancement process.  For a longer list of doctors and their plastic surgery playlists head over to the Cosmetic Surgery blog.

Original article can be found hereAnd thanks to Mike for sharing this great feature with us! 

 

Guest Blog – “How Social Media has Changed My Medical Practice”

Greetings friends! I wanted to take a moment to share with you a great article by Natasha Brugert, MD, a physician who decided to test social media for one year. Her conclusions about social media are found in the following article, which I am sharing in its entirety below. And if you are wondering how I stumbled upon this article– I subscribe to Kevin Pho, MD’s blog (and you should too – great stuff!)

“How Social Media has Changed My Medical Practice”

By Natasha Brugert, MD

Last summer, I joined millions of others in the deluge of social media. I committed one year of effort to see if social would enhance or distract from my pediatric practice.

That was my goal, just one year.

At that time, I wanted to dip my foot in the pool, and see if it made any ripples. The unexpected consequence was how much social media has changed my medical practice, and me. Ripples have returned as tidal waves.

My practice has seen tangible, real valuable benefits. I have been intellectually challenged, and have professionally grown.

For my practice:

  • Increasing new patient traffic is creating revenue for our group.I average 1 new patient family per week who came because of our social media presence. I know this because they tell me, “I am here to see you today because I found you on Facebook,” or “I found your blog.”
    • 52 patients a year x $2700 (average pediatric care for 0-24 mon.) = $140,000 of average billable income over two years.
  •  Creating information has added to my “search-ability” in search engines. All my work is available publicly and with fully disclosed authorship, so new patients can find me with ease.
  • Investing time in relevant and complete posts actually saves me time in the long run. Questions I am repeatedly asked,  like “How do I start solid foods?“, can be answered quickly and completely by directing them to my site. This saves face-to-face clinic time for more specific concerns for their child.
  • I have created opportunities to make my families lives easier by using the tech at their fingertips.
  • Selectively following leaders in the field of pediatrics has allowed me to refresh and update my knowledge daily. The lead article in medical journals, the newest recall, the updated reports are in my information stream. Sharing the headlines and reports that will most assist my patients continues the information stream in real time.
  • I can get help for my patients across the country through online professional connections, and I have experts at my fingertips who can help me answer questions.

For me:

  • Being part of the health social media and blogging community has given me a  connection and an outlet. I can express myself as a physician and a mom, creating a “professional diary” of my life.
  • I have met amazing people with big ideas and bigger hearts, who inspire and challenge me daily.
  • I have seen a glimpse of how big an effect a group of vocal health writers can have; how active advocates can act to correct falsehoods and incorrect reporting. I am a part of a movement; a way that healthcare is changing.
  • I unexpectedly found how one purpose could be defined, in such a short amount of time.

For my patient families:

  • I can actively communicate, acknowledge, and positively influence the choices that my families make for their children between the checkups. My anticipatory guidance can be repeated, reinforced, and repeated again.
  • New websites, blogs, and apps are constantly being added to our fingertips. After review, I can refer my patients to some really cool, applicable tech options to better care for their kids. I would never know about this stuff if I was not involved with social.
  • I can act as a “filter” to promote the good and refute the bad.
  • I can be a source of reliable, real information.

But what is all of this really about?

  • It’s about the mom who comes to me at the 18-month check up and tells me her child’s car seat is still rear-facing.
  • It’s about the dad who tells me he went to the health department and got a TDaP before his new son was born.
  • It’s about the complete stranger who sees me in my office building and says, “Are you Dr. Natasha? Thanks for writing about kids and fever. I had some questions and it came at just the right time.”

The beauty of social is that I never talked with these parents about these health and safety issues. Parents made good decisions for their families after getting the information. Period. That’s all they needed, and that’s all it took.

Wow.

Offering online authenticity, genuine concern, and experience (sprinkled with a bit of sound medical knowledge) has created an amazingly powerful platform, and helpful practice tool.

Although using social media does has some undefined, grey areas to navigate; for me one thing is clear, my goal of one year has been extended until further notice.

Natasha Burgert is a pediatrician who blogs at KC Kids Doc.