GeoFencing as a recruitment tool for healthcare providers

We have already witnessed the power of GeoFencing as a business development tool, effective at influencing both patients and physicians. This NBC News story demonstrates how GeoFencing was used successfully by Johns Hopkins All Children’s Hospital in St. Petersburg, FL as a recruitment tool for finding clinical talent.

Learn more about how Armada Medical Marketing can set up a GeoFencing Campaign for your business. Contact us today!

 

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Pokémon™ GO, Augmented Reality and the Benefits to Medical Marketers

Pokemon-GO-584212396You might have heard of “augmented reality” in the past couple years and how it could help your business, but by-and-large, it hasn’t been fully understood or adopted as a marketing tool by most businesses. This might be due to its cost or the inability to imagine how the technology could be used to drive business to a company or practice.

Some of you may never have even heard the term “augmented reality” before now.

Since the launch of Pokémon GO in July 2016, the nation is now paying full attention of how augmented reality can capture audiences, and for some smart businesses, capture sales.

To play the game, players use their mobile phone’s GPS to search the area for Pokémon characters—like Pikachu, Charmander or Bulbasaur—and try to “catch” them by bringing their GPS-enabled smart phone or device to their “location.” If a Pokémon is seen near your business, GO players will show up, too.

Here is where smart business owners have learned to use the game to their benefit. Instead of going out and hunting the neighborhood for Pokémon, the game allows you to attract Pokémon to your location for a short period of time by setting a lure. A lure module will attract rare and popular Pokémon for a half an hour to a specific location for only 100 Pokécoins (99 cents). While those rare Pokémon are “hanging out” around your lure, gamers will show up, too.

Businesses have seen increases of foot traffic and sales while these lures have been set. This foot traffic doesn’t have to just benefit pizza joints and coffee shops. Medical practices can benefit as well. Why not set a lure for a flu shot clinic? Or lure players towards a nearby screening event or educational seminar? The great thing about this game is that it gets consumers out of their houses and wandering around parts of their cities they may have never traveled to before. This is opening up a brand new demographic wandering into your part of town that might never have been there otherwise.

Augmented-Reality-528063708While Pokémon GO is a great example of augmented reality success, imagine the possibilities of how more focused augmented reality could be used in the medical field. In fact, it’s already being used.

Baxter used this technology at a medical conference to show prospects a new medical device in augmented reality 3D. Users held iPads in front of a static device, which effectively brought the device “to life” in order to demonstrate how it is used. Wright State University was able to better explain and differentiate its work in neuroscience with an engaging, interactive model of the brain. The Australian Breastfeeding Association used augmented reality to allow counselors to effectively “see” through the eyes of mothers while they breastfed at home.

The opportunities are endless, and medical providers and manufacturers are only scratching the surface of what’s possible with augmented reality.

Find out how augmented reality could benefit your company or practice, contact Jim Koehler at jim@armadamedical.com.

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The Powerful Elegance of Location-Based Advertising in Marketing Healthcare Products and Services

In today’s fast-paced medical marketing environment, location-based advertising (LBA) offers a powerful, hyper-targeted, low-cost way to generate qualified leads and improve the overall effectiveness of marketing campaigns. LBA uses native GPS-targeting technology to pinpoint prospects geographically, and then serves ad messages in-app to their mobile, tablet and desktop devices. LBA services offered by our agency include GeoFencing/Retargeting and IP Targeting, which can be used together or independently, depending on your marketing objectives.

GeoFencing/Retargeting

geo-fencing

GeoFencing is an elegant solution for marketers seeking to reach and influence physicians of all specialties, as well as their patients. Considering the difficulty reps face in obtaining face time with physicians, and the fact that so many doctors’ offices are now “rep-inaccessible,” GeoFencing puts key messages about your company right in the hands (literally!) of the people you seek to influence most.

Here’s how it works. We put a digital “fence” around each geographic area or address you wish to target…a medical office building, a hospital, a physician practice. When individuals within these locations access apps on their smart phone or tablet, your digital ads appear in-app, with a link to the landing page of your choice.

Your ads are seen by doctors, nurses, administrators and even patients sitting in waiting rooms. With retargeting, we continue to deliver your ads to these individuals long after they’ve left the targeted building, usually for a period of up to 30 days.

For equipment and medical device manufacturers, our agency leverages the power of GeoFencing/Retargeting to reach and influence clinicians and administrators at hospitals, medical centers and surgery centers—or the attendees at an influential medical conference—whether or not the manufacturer is even exhibiting!

An oncologist GeoFences competing practices to encourage a second opinion consultation. A bariatric surgeon GeoFences people within a Weight Watchers clinic. An orthopedic practice GeoFences professional and collegiate athletes within their practice facilities. The opportunities are endless!

 

IP Targeting

IP tracking

This tactic combines the power of location-based advertising with the preciseness of a qualified list of prospects. It is ideal for targeting individuals based on demographic and psychographic profiles, but without the high cost of traditional direct mail to reach them.

Once a mailing list is obtained, our technology is capable of identifying the individual IP addresses of about half of the mailing list. Then digital ad messages can be delivered to this audience on their devices again and again.

The benefit of this approach is that you can zero in on specific customer profiles and reach them for a fraction of the cost of traditional direct mail. For example, you can use this method to target individuals in your city who have diabetes. Or you can get very granular in your approach, targeting African-American women 39-54 who have purchased at least one diet product in the past 12 months and who have a household income in excess of $100,000.

The advantage of this approach over traditional SEO or pay-per-click advertising is that it does not require the individual to be actively searching specific terms or visiting specific web properties in order to be able to identify them and serve them digitally.

As with any new marketing technology, large consumer brands have already realized the power of this medium and are exploiting it prodigiously, as are attorneys and pharmaceutical companies. But with most LBA campaigns priced at $20 or less CPM (cost per thousand impressions delivered), this approach is extremely cost effective for medical marketers and results in very little waste.

For more information on Location-Based Advertising, contact Jim Koehler at (303) 623-1190 x229 or email jim@armadamedical.com.

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Pinterest Isn’t Just for Parties: Why Medical Companies are Prescribing Pinterest for Social Media

Armada Medical Marketing on PinterestWhen most people think of Pinterest they think of recipes, fashion tips and party planning. However, before you dismiss Pinterest for your medical or health care business, think again. The image-bookmarking site currently has 70 million users, and the bloggers over at Digital Marketing Ramblings tell us those users spend an average of 98 minutes a month on the site.

Pinterest works by allowing you to create virtual bulletin boards where you post or “Pin” links to individual boards that you create based on various topics of interest. Pinterest saves the link on your bulletin board as a “Pin,” highlighting any images that go with it, essentially acting as a visual virtual bookmark. Just like Facebook, you can “re-pin” or repost pins, as well as “like” pins. This is similar to sharing or liking a post on Facebook.

The numbers behind the value of a pin are worth noting on this relatively new social medium for businesses. The average pin generates two website visits and six pages views, according to Site Pro News. The potential to increase your search engine optimization (SEO) with Pinterest (i.e., getting your website to show up higher in internet searches) by pinning content from your company’s website is huge. Business Insider found that Pinterest drives more than seven percent of all web traffic back to websites; that’s second only to Facebook and more than Twitter and Reddit combined.

The other big reason health care companies should consider a presence on Pinterest: health care consumers are engaging in buying conversations on the site. A powerful example of this is to do a search on Pinterest for the word “cancer.” Everything from scholarly published research papers, news coverage about cancer studies and treatments, practical advice and inspiration for patients, and products for cancer patients all pop up. Patients at every stage of diagnosis and treatment are forming online communities and talking about multiple aspects of their illness and how to manage them. Most people facing a disease diagnosis are seeking information; Pinterest gives health care companies a way to visually demonstrate to current and potential patients how their test, service or treatment center is best qualified to help them meet their health challenges.

Patient education is another major benefit realized by sharing relevant articles, blog posts and videos on Pinterest. Health care companies can effectively segment their audiences by creating boards with content that specifically appeals to each audience. For example, radiology practices offering both self-referred (vein) and physician-referred (mammogram) procedures could set up Pinterest boards for those respective audiences.

The bottom line on Pinterest: this new social medium is a great way to start and continue key conversations with interested consumers. The formula for success on Pinterest isn’t vastly different than Twitter or Facebook. It all comes down to regularly sharing quality content that’s relevant to your consumers. Pinterest just achieves engagement in a slightly different and more visual way than other social media platforms. Need some ideas on how to get started? Check out how we’re using Pinterest here at Armada Medical Marketing.

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How to Kick-Start an Employee Wellness Challenge

1208701_10101931161578573_1394992726_n (2)As an active and healthy Denverite, I wanted to bring forth an organized employee wellness effort into our company. Studies show that healthy employees take fewer sick days and work better overall. Starting last month, the Armada Wellness Challenge aimed to encourage healthier lifestyle behaviors among our crew and add some fun activities into our day-to-day work.

The month-long challenge featured a different goal each week:

• Week 1: Rest, Relaxation and Sleep

• Week 2: More Water, Less Caffeine and Sugar

• Week 3: Cook at Home, Pack a Lunch

• Week 4: Get Active

The greatest obstacle was to create weekly goals that were not only attainable by every employee but also fun and engaging to participate in. Weekly emails included helpful resources related to that week’s goal and stand-out employees were recognized as the week’s “Honorable Mention” via a virtual challenger board and on Armada’s social media channels.Dan Wellness Challenge

Every business can benefit from creating a short or long-term wellness challenge — it’s a win-win effort.

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Armada Medical Marketing Sponsors After Party at CHC Gold Leaf Awards

 

It’s the most anticipated awards event of the year for health care organizations’ marketing teams and medical marketing firms in Colorado: the Colorado Healthcare Communicators Annual Gold Leaf Awards. Taking place Thursday, October 24 at Mile High Station near downtown Denver, Armada Medical Marketing will continue the celebration as the exclusive sponsor of the event’s first-ever after party.

Attendees of the after party must be registered to join in the fun. For tickets to the Annual Gold Leaf Awards ceremony and dinner, visit www.healthcarecommunicators.org and click on 2013 Gold Leaf Awards. Hurry, ticket sales close October 16!

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