Nine Reasons to Use Infographics in Your Cardiovascular Content Marketing

July 16, 2012

Infographics can increase your website traffic and build your cardiovascular marketing brand. 

Infographic Credit to Zabisco

Consumers are inundated with so much information today, it’s nearly impossible to focus and prioritize.  In fact, some content experts have likened consuming the amount of data people are exposed to on a daily basis to “drinking from a fire hose.”

As cardiovascular marketers, it’s imperative for our target audiences to consume and understand a certain amount of data. Infographics can be an ideal strategy, especially for complex subject matter related to cardiovascular issues.

As digital media expert Jeff Bullas says, “They take deep data and present it in a visual shorthand. They’re an efficient way to combine the best of text, images and design to tell a story.”

In a recent article, Bullas outlines nine reasons you should consider using infographics in your content marketing strategy:

1. Compelling and attractive

Combining compelling images and graphics with facts and figures makes for more interesting content.

2. Easily scanned and viewed

Infographics tap into the human brain’s visual processing capacity, which is huge.

3. Boasts viral capabilities

Infographics are shared on social networks much more than ordinary text content.

4. Portable (embeddable)

The code used to develop infographics for a WordPress blog or website is an embed code. That creates an automatic link from their site to yours.

5. Aids worldwide coverage

Infographics can provide global coverage that local print media could never do.

6. Boosts brand awareness

Connecting an infographic to your logo and brand message can become a powerful branding tool.

7. Increases traffic

An infographic that is linked and compelling by its nature will drive traffic to your website or blog as people “share” and “click.”

8. Benefits search engine optimization

As people link infographics to your site, Google will index your website higher due to Google’s “Page Rank” algorithm. This increases the importance that search engines place on your site.

9. Shows an expert understanding of a subject

The research required to create an infographic will display your knowledge and position you as an expert in your field.

Have you created infographics in your marketing efforts?  Please share.

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Posted by Julie Robinson

Social Media vs. Advertising in your Cardiovascular Marketing

August 3, 2011

Is social media more important than traditional advertising in today’s healthcare arena?

I don’t think so. A regular reader of this blog recently told me that my posts lead people to assume I focus “mostly on social media.”

Her comments gave me pause because while I am a huge advocate of social media, I’m a much bigger advocate of integrated brand communications. However, I can certainly understand her perception because I do write about social media a lot. I think it’s important, and I think a lot of people are still trying to figure it out, so it often seems topical. I think social media is an amazing addition to our marketing communications tool box, but it’s certainly not the holy grail that means we should give up tried and true advertising methods that continue to work.

I’ve also been seeing a lot of articles lately that try to prove the value of social media over advertising. I really don’t get it. Why is it a war? In my not-so-humble opinion, I think both social media and advertising have a key role to play. Just about everyone, starting with your intern, understands the value of a media mix. Social media is just another part of the mix. All media tactics have the opportunity to reinforce each other, making the whole plan more effective than each individual piece on its own.

Let’s look at some key comparisons and discuss:

Engagement vs. impressions

Social media success relies on engagement vs. advertising’s traditional number of impressions. Engaging one-on-one with individuals can help you deliver custom content that interests them. But don’t forget you need to make an initial impression to drive awareness and get them to engage with you in the first place.

Quality vs. Quantity

With traditional advertising, we often measure reach. With social media, one might measure the quality of each individual interaction. Again, though, when you’re launching a new service line or trying to steal market share from a key competitor, quantity can still be paramount. You still need to reach a large number of people to generate leads and build a database with whom you can communicate through social media or other one-to-one tactics such as e-mail.

Constant vs. Sporadic

While traditional advertising often uses a “flighted” strategy, it’s important for social media communications to be ongoing and consistent every day.

 One of the reasons I love social media is that it allows you to extend your budget. The reason most of us flight our advertising has a lot to do with limited resources. Social media can “bridge the gap” between flights, and it can deepen relationships with people who first engaged with you because they saw your advertising.

Reputation management

Social media allows you to monitor what people are saying about your brand, and you can participate in the conversation in an authentic, relevant way. It can also provide great feedback that can influence your future advertising strategy. The best advertising hooks people in an emotional way, and the best brands build on positive perceptions that already exist among their target audiences. Social media interaction is a great way to close the loop, so to speak.

In summary, I’d like to say this. Let’s stop arguing about which one is better. Social media is awesome. It allows us to build deeper relationships with patients and prospects than ever before. But advertising is not dead. In order to get people to engage with us in the first place, we have to build awareness and trust. Advertising does a great job of both.

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Posted by Julie Robinson

Should Cardiovascular Marketers Be Afraid of Ronald McDonald?

May 24, 2011

A consumer advocacy group thinks killing Ronald McDonald will result in fewer heart patients in years to come.

Corporate Accountability International, has put a hit out on Ronald McDonald due to his so-called “predatory marketing” of fatty food to children.

The group presented an open letter calling for Ronald’s retirement signed by more than 1,000 health care professionals at McDonald’s annual meeting. Not surprisingly, McDonald’s doesn’t seem to be springing into fast action.

I may be in the minority of health care marketers on this, but I am firmly in McDonald’s camp on this issue.

This may be a surprise to some people.   I freely espouse my convictions about healthy eating and its effect on long-term health.  And much of my livelihood depends on health care marketing.  So what gives?

The simple answer is that the former journalist and current advertising professional in me bristle at attempts to quell marketers’ freedom of speech.  I think it’s dangerous. What’s next?   Should we kill the Energizer Bunny because children could get burned by leaking batteries or because disposing of batteries improperly potentially causes environmental harm?

Or should your cardiovascular center’s ads be censored because they might be too “engaging” and potentially promote false hope?  Sound far-fetched?  I’m not so sure.   This type of extreme watchdog strategy has a way of bleeding over into companies’ (and hospitals’) legitimate rights to market their products in a way that connects with their target audiences.

Ronald may be the villain of the day, but he’s really just one in a long list of recognizable characters that have hawked food that is unhealthy if eaten in large quantities.   What about Mr. Peanut?  Tony the Tiger?  Cap’n Crunch?  The Keebler Elves?   Maybe they should be taking note because it seems like they could be next on the hit list.

I think what really incenses me is this group’s insinuation that American parents are stupid.  I still have faith that consumers can sift through marketing messages to make reasonable choices for themselves and their families.

If not, we really have a much bigger problem on our hands than Ronald McDonald.

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Posted by Julie Robinson

Taking Risks in Cardiovascular Marketing – How Far Should You Go?

April 22, 2011

Breakthrough campaigns always seem to stir up controversy.

Case in point: Blue Cross and Blue Shield of North Carolina just launched a multimedia campaign to emphasize that many parties contribute to rising health care costs.

The stars of the campaign are goats:  a goat with a stethoscope at a dinner party, a goat in a suit on an airplane and a goat in a towel in a locker room, just to name a few.

The campaign tagline is “Let’s stop looking for scapegoats.”  The intent is to get a discussion going about how everyone in the healthcare arena – doctors, hospitals, drug companies, lawyers and consumers should work together to reduce costs.   A website, is designed to create a forum for dialogue.

While the tagline and visual imagery are somewhat literal for my personal taste, my first reaction is that this is a great campaign.  I can’t tell you how many times a healthcare client has come to us asking for a campaign that will break through the clutter – look and sound different than the competition.

Those are clients I admire.  I mean, really, how many more ads do we need with smiling doctors, nurses and patients in a hospital setting?

As such, I was incensed by this article in the News Observer.

“The ads are likely to spark a backlash among some consumers, physicians and others who question why a nonprofit with $5.2 billion in annual revenue needs to spend even more money on marketing. It’s also risky to use funny ads to tackle a contentious topic.”

Wow.  Even if consumers are skeptical of Blue Cross’s motives, don’t all companies still have the right to market and communicate with constituents?  Who is this reporter to question Blue Cross’s marketing budget?  The website looks like a pretty legitimate forum for discussion.  And one of the goats is labeled as “insurers,” which gives people the option to criticize insurance companies just as much as the other players in the equation.

And what about this part?  “It’s also risky to use funny ads to tackle a contentious topic.”  Really?  Is that a well-documented fact that should be distributed without attribution to a source?

I’ve actually witnessed several instances in which humor can break the ice in tackling some very difficult discussions.  Apparently, that was the strategy here.

“This is not to make light of a serious issue,” Brad Wilson, Blue Cross CEO said. “We made a conscious choice to use humor in this campaign as a way of opening the door to a conversation that can be complex and, at times, uncomfortable. Finding solutions to rein in medical costs is in the best interest of our company, our customers and everyone in North Carolina.”

In my opinion, even if Blue Cross riles people up with this campaign, they have a right to get their message out.  And this is a topic that is extremely important to Blue Cross customers – both employers and employees.  If Blue Cross wants to position itself as a leader in trying to control costs, more power to them, even if people are skeptical.  All the more reason to spend money on a campaign and use humor to get people’s attention.

What do you think?  Is Blue Cross courageous or crazy?  Have you launched a campaign that broke through the clutter yet drew criticism?  What happened?  Did your management/board stand behind you?  Did the campaign generate results or did it flop?

Share your stories please.

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Posted by Julie Robinson

Why Cardiovascular Marketers Should Be More Social in Reaching an Important Target Audience

November 16, 2010

“Baby Boomers who are caring for their aging parents are more heavily reliant on sites like Facebook than boomers in general.”

We already know that boomers are the fastest growing segment when it comes to social media usage.  But as it turns out, boomer caregivers, a critical audience for cardiovascular marketers, are particularly engaged.

Laurel Kennedy, president of Chicago-based multi-generational consulting firm Age Lessons, partnered with ComScore to study the online habits of 3.8 million boomer caregivers.

According to Ms. Kennedy:

  • The boomer caregiver population numbers about 15.5 million out of the 78 million total boomers.
  • They are split about 60/40 female to male.
  • The level of care ranges from phone check-ins to live-in help.
  • Seventy percent of the caregivers doing day-to-day care tasks are women.

“Think of these women as Chief Wellness Officers for their families,” she said, adding that they might also be subsidizing adult children as well as their pre-boomer parents.

They use social media for 150 minutes per month and view 70% more pages than the average internet user.

They’re driven to these sites by several primary reasons, according to the study:

  1. Validate and reinforce their feelings: Finding people and communities in similar situations is key for this group.
  2. Simplify and customize their lives: Using social media to keep up with friends and family can help keep things streamlined.
  3. Information and advice: They’re three times as likely as the average boomer to use sites like Yelp and Citysearch before making a purchase.

For cardiovascular marketers, these needs represent great opportunity.  All three categories are relevant.  Whether it’s a sudden heart attack that turns a family on end or the challenge of managing a chronic condition, a CV diagnosis gives reason to seek community, find advice and simplify life.  What is your organization doing to help?

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Posted by Julie Robinson

10 YouTube Tips for Cardiovascular Marketers

October 21, 2010

If you’re still not using YouTube, you’re missing a powerful opportunity to engage with your patients and prospects.

With just five years under its belt, YouTube is now the second-largest search engine according to ComScore.

What started as a platform for individuals to garner their 15 minutes of fame has become a important marketing channel with the ability to target specific groups.  Because it is a search engine, people interested in particular content — like medical issues (Pink Glove Dance) — will find it.

It’s also cost-effective.   We’re having great success using it with clients who might not be able to afford a traditional broad-based tv schedule.  If you’re considering adding YouTube to your marketing mix, take a look at these ten tips that were recently published in Ad Age:

1.  Select your channel name (with care).

Create a keyword-rich channel to improve the odds of your video showing up in relevant keyword searches.

2. Craft your message.

Keep it simple – and short.  Between three and five minutes is sufficient.  Because viewers tend to tune out before the end, deliver your message early on.

3. Content, content and more content.

Upload at least three videos at the launch of your channel in order to gain popularity and visibility on YouTube and other search engines. There’s an ROI reason, as well: A marketer pays for just one view (click) but can get between one to five views, depending on how many videos viewers watch.

4. Use SEO best practices when building a profile/channel page.

Use keyword-rich descriptions and titles in the profile area, and also include links to your own site.

5. Build video pages to exploit SEO and linking.

Maximize organic search visibility and drive quality traffic to your video by including keyword-rich titles, descriptions and video tags on your video upload page.

6. Consider YouTube for a teaser strategy.

Posting a short version of a video on YouTube with a link to a longer version on your website is a traffic-driving strategy.

7. Watermark your videos.

Embedding all frames of your video precludes stealing and helps to promote your brand. If the watermark itself is a particular domain or URL, viewers might remember it.

8. Consider privacy and comment options.

Whether or not to allow comments on your channel is a debate worth having before launch. Based on your needs and culture, you may decide to disable the comment option. Doing so allows you to avoid negative posts and to maintain control over your content.

9. Investigate promoted video ads.

Paid search in YouTube’s world is called promoted video ads. Served around YouTube search results, these can be an efficient way to drive targeted traffic to your channel.

10. Capitalize on YouTube’s insights and analytics to target precisely.

YouTube’s tools allow advertisers to see the number of views, where they originate within YouTube, where viewers are coming from based on IP data, as well as what key words are driving traffic. Analyzing this information allows you to adjust and improve the user experience on your channel.

I would add one more tip:

11.  Make sure your video production is of a high enough quality that it accurately reflects your brand.

Just because the “air time” on YouTube is free doesn’t mean you should skimp on production quality.  Videos that look “homemade” may be fine for individuals who want to share things with their friends.   However, the brands that are having the most success with YouTube have realized that their content needs to look just as professional as if it were running on traditional tv.  As the content on YouTube continues to expand, the amount of “junk” is also expanding.  It’s critical to create content that stands out and is worth passing along.

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Posted by Julie Robinson

What Cardiovascular Marketers Can Learn From Family Physicians

October 15, 2010

We are here.  We are listening.  We are healing.

The below video touting this mantra was recently shown at the 2010 American Academy of Family Physicians annual meeting in Denver.

Good reminders for all of us.

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Posted by Julie Robinson

Are You Including This New Specialty in Your Cardiovascular Marketing Efforts?

October 13, 2010

Promoting CardiOncology, expertise in treating cancer patients with cardiac problems, could be a solid differentiation strategy for your hospital or health system.

A lack of evidence-based treatment guidelines has historically meant cancer patients who also have heart issues might not be treated as aggressively as they could.

The International CardiOncology Society started in January 2009 to close the knowledge and treatment gaps in this patient population.

Because cancer patients are living longer and are increasingly presenting with cardiac diseases, Daniel J. Lenihana, MD, Vanderbilt University in Nashville, Tenn., with colleagues from the University of Milan in Italy, wrote in the September/October issue of Progress in Cardiovascular Diseases:

“An emphasis on ‘personalized’ therapy will continue to make collaboration between cardiologists and oncologists important.”

Some examples include:

  • Oncologists want to stymie vascular endothelial growth factor (VEGF) in cancer patients to limit tumor growth. Yet, VEGF can have beneficial effects for ischemic myocardium.
  • Stem cell therapy is another overlapping area of intense research.
  • Cardiologists have added to the understanding of cardiac toxicity associated with anti-cancer drugs that have helped refine breast cancer treatment.
  • Input from cardiologists has also helped manage cardiac problems associated with anthracyclines.

“There is burgeoning evidence that cardiovascular risk factors may have a substantial impact on the cardiac toxicity of cancer chemotherapeutic agents and the preventive treatment of cardiovascular-related comorbid conditions can have a significant benefit on all-cause mortality and cardiac-related outcomes.”

The International CardiOncology Society has multiple goals, including eliminating cardiac disease as a barrier to cancer therapy and preventing the development of heart failure.

The group also hopes to establish a database and to develop web-based educational tools, as well as disseminating multidisciplinary guidelines.

“All this represents a big challenge and stimulating incentive for both the cardiologist and the oncologist,” Lenihana and colleagues concluded.

I think it represents an interesting opportunity for marketers too.

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Posted by Julie Robinson

Cardiovascular Marketing Question: How Soon is Too Soon?

October 11, 2010

Getting patients “back-to-normal” faster seems to be a trendy marketing message these days.

A competitor in one of my client’s markets has seemingly blasted this message on every airwave, outdoor board and print ad available.

At first blush, it seems like a great strategy.  After all, isn’t that what we’re all trying to do?  Help people regain the ability to live “normal” lives again?

If I’m a provider with data to back up that claim, why wouldn’t I want to capitalize on it?

Maybe because “faster” isn’t always really better in the long term.

A recent news report says that two weeks after having a mild heart attack following an overtime victory, Michigan State Coach Mark Dantonio coached the Spartans’ game against Wisconsin from the hospital.

“Coach D was with me the entire game,” the defensive coordinator Pat Narduzzi said. “I won’t show you any of the texts, but he was texting and calling the entire game. I’ve never been on the phone so much during a game, so he was with us the entire game.”

Seriously, Narduzzi was asked, Dantonio was calling plays?

“Good God, yes!” said Narduzzi

Really?  Those of you who know me personally understand that I am a huge sports fan.  I get that the duties of a head coach are incredibly serious. However, I have to say that I was taken aback by this report.

Shouldn’t this coach be resting?  The guy had a heart attack while coaching a game.  Now he’s doing the same high-stress activity while he’s still in the hospital?

Clearly, I do not have a detailed understanding of Coach Dantonio’s case, and I am not medically qualified to judge his actions.

However, I do think I’m qualified to question the wisdom of certain messaging strategies.   And Coach Dantonio’s story definitely makes me cringe a little at focusing a strategy on getting people back to normal faster.

By the way, Michigan State won the game 34-24, in case you’re wondering.

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Posted by Julie Robinson

Direct Mail Trends for Cardiovascular Marketers

October 4, 2010

Good old-fashioned “snail mail” can still be a great strategy for cardiovascular marketers.

With all the talk of social media and online communication, our clients consistently ask us about the current effectiveness of traditional direct mail programs.  The short answer is that we think it’s still an important part of an integrated program, and we’re still seeing excellent results.

Here’s a look at six trends worth noting, according to Target Marketing.

1.  Repeat Mailings

  • Repeat mail, or controls, are up 12 percent in 2010 and now represent a full quarter of all direct mail.

In our experience, repeat mailings are a great way to stretch budget dollars.  We consistently see response rates that are close to those of a first mailing.

2. More Gifts

  • Premium usage has increased by more than 6 percent so far this year compared to 2009.
  • Nearly 20 percent of all direct mail now includes a premium offer.

Items like tote bags and blankets, which have been good premium items, are starting to show up as “freemiums,” and are sent to prospects in an initial mailing.  Tote bags have been a great premium item for a couple of our hospital clients, so this is an interesting development.

3. More Personalization

  • Personalization is up 19 percent over last year, as it is now being used in more than one-third of all direct mail.

4. Financial Services Mail Is “Back from the Dead.”

  • While credit card offers have been less frequent with our struggling economy, recent news declarations of a pending “recovery” may be viewed as an opportunity.

While these offers are not direct competitors with our health care prospects, I think it’s a development to watch.  Credit card companies have long been at the forefront of leading edge practices in direct marketing, and I think we can learn a lot from their efforts.

5. Social Media Is Showing Up

  • The promotion of social media in direct mail is increasing, particularly with Facebook, Twitter, etc.

Here’s a caution, though.   Before you automatically include social media icons in a direct mail piece, have you considered their relevance to your core message?  Is the social media reference an integral part of your campaign that makes sense as you engage with prospects or is it just an add-on that potentially takes focus away from your core offer?

6. Self-Mailer Format in Decline

  • Self-mailer usage is actually down 15 percent from 2009, probably because of production cost.
  • However, this format is still used in 43 percent of all direct mail.

I would suggest monitoring your competitors on this one.  If they’re switching away from self-mailers, a little extra production cost could be worth it to help your message stand out.

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Posted by Julie Robinson

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