Facts, Stats and Graphs

Imagine the Power of Imagery160939709

2012 was the year of imagery and health care marketers strategically applied visuals to a variety of social and marketing platforms. 2013 is no different. For the health care industry, graphics alone may not get the point across. Therefore, infographics are a great route for health care marketers. Infographics provide graphic visuals that present data and information.

Get the Words to Stick

With the popularity of sites such as StumbleUpon, it is clear that attention spans are diminishing with the average person leaving a page within 10 to 20 seconds. Visuals are processed 60,000 times faster than text and text is only 7 percent of daily communication. That is not to say text is completely obsolete. Words play a major role in describing abstract ideas and conveying a specific message, which is important for health care marketing. But words are supplemental to visuals, which can help grasp a reader’s attention.

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Managing Your Online Reputation

Five star physician review

“Doctors today cannot ignore their online reputation” – Kevin Pho, M.D., social media’s leading physician voice

Feeling ill? Google your symptoms. Looking for an at-home treatment for sore back muscles? Turn to WebMD. Need to get that sinus infection checked out? Search online for the most top-rated ENT doc in your area.

It’s clear that Americans’ health-care decisions are made with the help of a PC, tablet or smart phone these days. Take a look at the stats:

  • 41 percent of consumers say Facebook, Twitter, YouTube and online forums influence their choice of a specific hospital, medical facility or doctor, according to consulting firm PwC.
  • Most Americans (54%) are going online to determine which physicians to see, what treatment to get, and what services a hospital or clinic might provide, Manhattan Research found.
  • About one in five patients go to online rating sites, says Pew Research Center.

 

Many health care companies are embracing the tools online that allow for open avenues of communication for patients. But some say they’re resistant to engaging social media for their medical practices or companies. Our response, time and time again, is:

“People are talking about you online; wouldn’t you want to be part of the conversation?”

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Q: Need a Strategy for Wear Red Day?

A: Here at Armada we’re promoting National Wear Red Day on our own behalf and raising awareness of women and heart disease for our clients. Showing a strong internal effort to back this cause is a great strategy for gaining social buzz. Capitalize on your company or medical practice’s participation by sharing your updates and photos and engaging with other relevant organizations online.

Go Red for Women created National Wear Red Day, every first Friday of February (this year it’s Feb. 1, 2013), exactly a decade ago to shine a spotlight on a serious health issue and the No. 1 killer of women.

According to recent statistics, 21 percent fewer women are dying from heart disease! Now that’s awareness in action!

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Share in Our Success

Thank you to our amazing clients for your hard work, dedication to marketing and willingness to trust even our most out-of-the-box recommendations! Without your support, these 2012 highlights would not exist!

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Running a Successful Mammothon

Client: Radiology Associates of Hartford

Project: Annual “Mammothon” Event

Planning/Goals of Project:

In early 2012, Radiology Associates of Hartford (RAH), a diagnostic imaging center based in Hartford, Conn., approached Armada to strategically organize a women’s health event aimed at promoting early detection of breast cancer and providing additional screening opportunities for women in their community.

Breast cancer is a familiar issue to many, but it’s of specific concern in Connecticut where the incidence of breast cancer is the second highest in the U.S. It’s well known that routine annual mammograms help improve breast cancer survival rates by providing early detection of cancer before symptoms develop. RAH wanted to provide an event that would not only promote their services, but also address this important community health issue and position their brand as a leader in advocating women’s health initiatives.

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New Name, New Brand

Client: Anova Cancer Care

Project: Comprehensive Rebranding, Renaming Campaign

Planning/Goals of Project:

Anova Cancer Care (formerly Denver CyberKnife) engaged Armada to create a comprehensive rebranding and lead generation campaign to support their recent name change. The direct-response lead-generation campaign was supported by a multimedia broadcast, newsprint and magazine advertising media buy, as well as an aggressive SEO campaign, and launched in early summer 2012.

Extensive consultation with our client and its physician outreach representatives revealed that, although the company had been marketing its services for several years, patients were generally uninformed of the benefits of CyberKnife treatment. For example, consumers were consistently surprised to learn that CyberKnife treatment is just as effective as other forms of cancer treatment; can be completed in five sessions; is non-invasive; and does not produce the typical side effects associated with surgery or other forms of radiation therapy. In short, the company had failed to find an advertising message that resonated with patients, accurately explaining the technology or effectively raising their expectations about cancer treatment.

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