Tag Archives | online community
healthcare consumer, consumerization, online shopping

5 Trends Redefining Medical Marketing

There’s a lot of talk lately about potential patients being healthcare consumers. No longer passive observers, people are increasingly adept at researching procedures and providers and making decisions about what’s right for them. Not surprisingly, some medical providers have resisted the patient-as-shopper idea. Of course, shopping for healthcare is different than searching online for apparel, but the fact remains […]

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online reviews, doctor reviews, medical marketing, peer trust

Online Reviews: New Research, Intriguing Insights, and the Power of ‘Peer Trust’

You can’t escape it. From search engine result pages to community sites, online reviews of healthcare services are everywhere. Even the scientific community has taken notice, which may explain why online reviews are a popular topic for study in a variety of recently published medical journals. Consider the trends and takeaways found in recent research: Reviews have a […]

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How Answering Simple Questions Can Build Your Brand and Grow Your Practice

It’s easy to get caught up on ROI as you build your practice. Your time is valuable and whatever you invest in it needs to deliver. All those returns, however, don’t have to be immediately monetary. There is true value in building your brand and establishing yourself as an expert who potential patients can trust. […]

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e-patients, healthcare marketing, online community

E-patients and How to Engage Them: 4 Steps to Success with Today’s Online Patient

The name Dave deBronkart may not be familiar, but if you’ve been in practice at any point over the last decade, you’ve almost certainly been impacted by his experience. In January 2007, a routine shoulder X-ray revealed a shadow on deBronkart’s lung, leading to a diagnosis of metastasized kidney cancer. As an early adopter of […]

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burnout, social media, time saver

Social Media: Secret Weapon in the Battle against Physician Burnout

Physician burnout: You could say it’s a hot topic these days. From new research on its causes to seminars on how to avoid it, it seems you can’t read your mail or get online without coming across stories about the subject. The current issue of Modern Aesthetics, in fact, devotes, not just its cover (above) to […]

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online health forum, social media

New Research: The Surprising Health Benefits of Online Health Forums

Even as the internet enables an exchange of information on a transformative level, online health forums still get the Rodney Dangerfield treatment: They don’t get no respect. That’s unfortunate because as new research shows, the information provided in online healthcare discussions is often better than the nay-sayers believe. Published in the Journal of Medical Internet Research, the […]

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content, engagement, marketing

Moments Matter: Aligning Content with Patients’ Motivations, Emotions and Desired Outcomes

It only takes a moment. A potential patient goes online to research Botox or a breast aug and comes across a blog post, web page or social conversation about the topic. In short order, she makes a decision: Either the content “clicks” with her or she clicks away. As a recent study from AOL Insights […]

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marketing, pull, push, advertising, deloitte

Want to Pull in More Patients? Quit Pushing!

Lawnmowers, elevator buttons and football blocking sleds — if you’ve seen Geico’s commercials with Salt-N-Pepa, you know that sometimes the right thing to do is “to push it, push it real good.” With your marketing? Not so much. Simply put, the Internet has completely upended the traditional ways of reaching today’s consumer and pushing your […]

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referral, word of mouth, online review, practice website

Infographic Friday: How Word of Mouth Really Works

When it comes to referrals, nothing beats good word of mouth — but have you ever considered what happens after a satisfied patient tells a friend about your practice? The marketing experts at Yokoco.com have and, as this infographic shows, a referral is almost always just the first step in a process that will either […]

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digital transformation, medical marketing, healthcare consumer, patient-centric marketing

The 5 Rules that Are Redefining Medical Marketing

HIPAA, EHRs, Obamacare — you don’t have to be the sharpest scalpel in the instrument tray to realize that healthcare is in the midst of radical change. But there’s an even bigger, more fundamental shift going on that promises to spell the difference between success and failure for any provider who hopes to engage with […]

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infographic, social media, trends

Infographic Friday: Whither Social Media? The Experts Speak

Wondering what the future holds for social media? Apparently, the social media monitoring team at Talkwalker has been wondering the same thing. But rather than gaze into their own crystal ball, they asked leading experts in the field for their thoughts and compiled their answers into the following infographic: While all of above offer valuable […]

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social media, healthcare, debate

Healthcare and Social Media: The Good, the Bad and the (Not so) Ugly Truth

It’s been 20 years since a handful of Internet entrepreneurs launched GeoCities, which many observers consider one of the first social media sites, and 10 years since Mark Zuckerberg came up the concept that became Facebook. Given that kind of longevity, not to mention its exponential growth since then, you might think the debate over […]

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social media marketing, ralphie parker, a christmas story, decoder ring

Social Media Is no Place for “Crummy Commercials”

The presents have been opened, the holiday turkey has been devoured and Santa has presumably started his annual post-Christmas vacation. What better time is there to reflect on the lessons of the season: ‘Tis better to give than receive. Sometimes the anticipation of something is better than the reality. Having a third piece of pecan […]

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engaged consumers, ROI, social, consumer decision journey, brand advocate

Getting Connected: Can Social Engagement Really Generate ROI?

To buy or not to buy, that is the question. And when it comes to online consumers, it seems the answer is social engagement. According to a recent study by Forrester Research and Wildfire (Google’s social media marketing unit), social media engagement between brands and consumers correlates strongly not just with consumer preference for those […]

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Google alerts, reputation management

Look Who’s Talking: Google Alerts Offer Free and Easy Reputation Management

It’s often said that talk is cheap but when it comes to trash talk about your practice, it can be disastrously expensive. If you’re not monitoring what’s being said online about you, your practice and your competition, you’re missing out on the sort of market intelligence that can make or break your business. You can, […]

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Internet, TV, media

Desperately Seeking Consumers? The Internet is the New TV

You don’t need a Ph.D. in communications to know that the media landscape is undergoing rapid and far-reaching change. Newspapers are folding, books and magazines are going digital and now, it seems, even that mainstay of the living room is losing its lock on viewers. Truth is, more people are spending more time online than […]

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discount cosmetic surgery, board certification, price

Bargain Hunters Aren’t Bad People, They Just Need to Know about Better Alternatives

Everybody loves a good deal — and that’s as true for cosmetic surgery as it is for clothes, cars and cosmetics. So says Regina Lewis of USA Today, whose article in the Money Quick Tips last week led off with the line: Demand for nips, tucks and wrinkle-free faces has consumers clamoring for bargains. The […]

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consumer decision journey, social, channels

Go with the Flow: 3 Channels to Connect with Aesthetic Consumers

We spend a lot of time at RealSelf talking about the “consumer decision journey” for a very simple reason: When people begin considering cosmetic surgery, they really are embarking on a journey. It can take weeks, months or years as they consider and evaluate their options and it can extend long after the fact as […]

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infgraphic influencers brand advocates

Infographic Friday: Generate Buzz with Brand Advocates (not Online “Celebrities”)

Imagine Jennifer Aniston standing on the red carpet thanking you for her new nose or Victoria Beckham telling Oprah about how delighted she is with her new breasts. Well, “imagining” pretty much sums it up. Even if you were the doctor who performed those procedures, the reality is that celebrity endorsements are not all they’re […]

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online reviews patient stories medibeauty marketing conversation

The 5 Cs of Social Healthcare: Enhance Your Authenticity by Encouraging Conversations (Part II of a series)

At RealSelf, we often hear from doctors who say they have a hard time convincing patients to post reviews after their procedures. Frankly, we’re not surprised; after all, having completed their aesthetic journey, what incentive is there for a patient to take the time to write a post-procedure report? Compare that to the non-stop stream […]

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