Driving In Traffic

Thanks to Mack Collier over at The Viral Garden for his post on Monday, 11/28 that discusses things to consider before starting a company blog. It is actually a summary of a 10 step article he has written for Marketingprofs.com (paid subscription required).

He emphasizes the following:

1. Understand up-front that a blog is a LONG-TERM investment.
2. Write the blog from the READER’S point of view.
3. Have a comment policy in place before you start blogging.

As I prepare for the Healthcare Blogging Summit, I think this is excellent advice for anyone considering starting a blog— not just company blogs. These actually have been lessons I’ve learned through trial and error. Like many other bloggers, I find the hardest thing is to be diligent about posting. Life gets busy and I get distracted. Just like cheating on a diet, it is important to recognize the error and then pick up and start again. Don’t judge yourself and don’t quit– just get back to doing what you need to do.

tags: Business Blogging, Healthcare blogging, Healthcare Blogging Summit

I’ve just finished setting up a Squidoo lens to support my Dollar Philanthropy Blog. Drop by, give it a spin and let me know what you think. Did I forget something? Any ideas for improvement?

Once the decision has been made to start a blog, the next question that comes to mind is how will I get people to read it. If seeking to garner a national or a global audience, one can find a plethora of advice on where to register a blog and how to promote it to a internet savvy audience.

However, if the blog is a healthcare business blog or a blog to educate your patients, the more appropriate goal is to seek a local readership. Here are a few tips that can help you to focus in on this specific group of people.

1. Include the blog URL on appointment cards, stationery, email signatures and printed materials.
2. Have staff and providers recommend content and give patients the URL (of course this means that you need to consider the content needs for staff, providers and patients)
3. Place brochures, posters, and flyers in waiting rooms
4. Consider a direct mail campaign to known customers that positions the blog as a value added service.
5. Contact local bloggers (including reporters who have blogs) and ask them to announce the blog or review the content.
6. If you have e-mail addresses for customers, consider an email marketing campaign to announce the blog.
7. Craft a press release and distribute to local media outlets.
8. Be sure your blogroll links to prominent local blogs.
9. If you have a website, be sure you announce/link your blog on the front page.
10. Attend local health/wellness events (healthfairs, tennis tournaments, 5K Run/Walks, community education workshops & etc.) to distribute information on your facility/practice along with cards with a brief description of the blog and the URL.

Please feel free to add to this list by leaving a comment or linking to this post when you craft your own list. Also consider coming to the Healthcare Blogging Summit in Washington DC to find out more.
tags: increasing traffic, Blogging, healthcare blog, healthcare marketing, Healthcare Blogging Summit

 

It has been a while since I have specifically talked about the role of blogs in your marketing plan. Given that I have been working with Dmitriy Kruglyak, Toby Bloomberg, and Fard Johnmar on the upcoming Healthcare Blogging Summit, my own attention has been turned to why people blog and what they get out of it.

What is the single greatest point of value you receive from blogging?
That was the simple question asked by CK back at the end of August 2006 to her fellow marketing professionals. CK (Christina Kerley) is a growing voice in the interactive marketing blogosphere who has a real knack of summarizing some of the real trends in marketing in a fresh innovative way.
I took a moment this week to follow up to find out what if anything CK had learned from her simple question. Thus I happened across the great graphic summary of her findings on her blog.

So what did CK find?

CK’s graphic emphasizes a number of benefits of blogging. Many of them rang true for me as well. They include:

• Self improvement
• Sharing insights
• Inspiring others
• Learning
• Knowledge
• Feedback
• Conversation
• Community
• Connection
• Exchange of Ideas

How does this relate to the healthcare industry?

Because of the personal nature of the delivery of healthcare services, social interaction and patient/provider collaboration are essential for optimal health outcomes. Buliding community and creating a forum for connection, conversation, inspiration, and exchange of ideas are key in building collaborative relationships.

Unfortunately, in today’s healthcare climate, we are strapped for time and resources. 15 minute physician visits, shrinking lenghts of stay, and increases in outpatient services, make it difficult to learn individualized and personalized information about one’s health and ways to manage illnesses and/or sustain good health. We are often left with broad sweeping medical advice that seems impersonal and to be honest, does not really inspire a person go to the trouble of making difficult changes that can improve their health.

According to CK and her contributors, blogs seem to have the ability to connect people, create community and relationships as well as educate. Thus they seem to have the potential to bridge the communication and community gap we have in healthcare today.

Value of Healthcare Blogging

In 21 days, the results of the first survey of the health blogosphere will be presented the Consumer Health World conference. At that time, we will have a better understanding about the value of healthcare blogs. It will be interesting to see if the findings of the two surveys are similar and ways that they differ.

If you are a healthcare blogger or considering blogging, I want to invite you to drop by and share your insights and feedback as we discuss this in person.

tags: healthcare, blogs, Consumer Health World, Healthcare Blogging Summit

In graduate school I was introduced to the public health journal, Health Affairs. Since then I have often dropped by their site to quell my late-night health policy cravings. Recently I discovered that they have started a blog. This is wonderful news to me!!! Now I can just add them to my feeds and enjoy the wonderful little samples from the comfort of my sofa.

Chris Fleming has written two good pieces on Consumer-Directed Healthcare.

• Protecting the Chronically Ill in the World of Consumer-Driven Insurance
• Consumer-Directed Plans Can Save Money, But Quality Effects Uncertain

The only downside to the new blog is that you apparently must subscribe to the online or print journal to leave comment or trackback. Not really proper blog manners, but perhaps like many they are still learning.
tags: Health Affairs, Consumer-Directed Insurance, Consumer-Directed Healthcare, chronic illness

The first healthcare blogging conference is in a few weeks.  I’ve been busy working with other moderators on coming up with a plan that will provide a good business case for expanded use of blogging technology in the healthcare industry.

I think it is quite fortuitous that my friend Dale Hunscher emails me to tell me that his book on using Typepad to set up a healthcare business blog is ready and available for purchase.

Unlike me, Dale comes from a healthcare IT and computer background and he has set up a number of blogs using Typepad.  Thus he is the perfect person to write a how-to book on all the specifics a newbie needs to set up a healthcare blog on Typepad.

I’ve personally set up three blogs on Typepad and I find it to be a good platform for beginners.  However, as with most things, it does take some time learn all the intricasies and bells and whistles of blogging.  I think Dale’s book is designed to help new bloggers get up and going quickly and it also provides pertinent advice garnering a loyal readership.

Dale has set up another blog to support the book.  This blog gives you a good preview of the book and tips for creating a good healthcare blog.  In fact, his recent post about using an “About Me” page taught me a few things.

So if you are interested in starting a healthcare blog and love the confidence that a good old fashioned book provides, consider purchasing Dale’s book.  It will definitely be quite helpful.