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GreyMatters 2018

Are You Ready for GDPR? Should You Be Ready?

GDPR-LogoHave you noticed a flurry of emails lately notifying you of updated privacy policies from pretty much every organization you’ve even remotely thought about doing business with? If so, you’re seeing one of the effects of the implementation of GDPR.

Unless you’ve been completely off the grid for the past year, you’re probably aware that GDPR—the General Data Protection Regulation—went into effect in the EU on May 25, 2018. This legislation is intended to protect the personal data of EU citizens and provides for stiff penalties for any organization found to be misusing personal data.

If your organization collects personal data from visitors to your digital properties, you should have already consulted with your legal counsel about what changes, if any, you need to make to your privacy policy. And you’ll need to disseminate these changes to everyone in your data base. (Hence the reason for all those privacy policy update notices that have hit your email lately.) And there are other steps you’ll need to take as well, to protect the security of your data.

If you need more information about GDPR, here are some links:


Digital Video Ad Spend Continues To Rise, Especially on Social Media

online-videoMarketers are continuing to shift ad spend to digital video, according to a new survey from IAB (Interactive Advertising Bureau). And social media platforms stand to benefit from this shift.

The IAB survey was completed in March 2018 by 350 brand marketers and media buyers who spend at least $1M annually on media advertising.

The average spend on video from the survey respondents was 59% of their total digital/mobile ad spend, which comes to an average of $20M spent annually on digital and mobile video by the group. Just over half of the respondents said their broadcast/cable TV spend will remain the same over the coming year, while two-thirds said they will be shifting a portion of their TV budgets to digital video.

Social media—specifically, Facebook—will be on the receiving end of the spending shift. At least half of the survey respondents plan to increase the social media spend in the next 12 months, which is the only channel to receive that much of an increase.

While over 80% of respondents said that original content video enables them to reach an audience that cannot be reached by TV, their spend on original videos has increased by only a small amount since 2016—from 43% to 47%.

Additional findings from the survey include:

  • More digital content is being created for multi-channel purposes with the intent of using it across screens.
  • Advertisers will continue to bring more ad functions in-house.
  • There will be more direct-to-consumer advertising that doesn’t involve agencies.
  • Almost three-quarters of the respondents said they will be shifting ad spend to direct-to-consumer ads and spend less with agencies.

Has your organization’s ad spend shifted this year? Are you doing more video ads on social media?


Are You Making Any of These 7 Social Media Gaffes?

social-media-gaffeIf your organization has been using social media for any length of time, you are probably aware of most of the “do’s and don’t’s” for these platforms. But regardless of how well you think you’re doing, are you making any of these mistakes?

  • Not having a plan or social media strategy. Is your organization “reactive” or “proactive” with social media? If you tend to be more reactive, then you probably either don’t have a plan or you’re not sticking to it. Social media should be used to help meet organizational goals, which is why a plan is so important.
  • Not having a specific look/feel. Social media should reflect your brand. Your posts should have a distinct voice and theme. Your posts should be relevant to your brand.
  • Your social media profiles are incomplete. This is probably one of the easiest tasks to complete, yet many organizations fail to complete their social media bios. Your profile will be read in just a few short seconds, so it’s crucial to get across who you are and what you do. Be sure to use hashtags for Twitter and Instagram profiles where appropriate. Don’t forget that social media profiles can rank in search, so be sure to fill in all the information requested.
  • Lack of audience understanding. If you don’t know who your audience is, most likely your social media efforts won’t be very effective. Everything from scheduling posts at times when your followers are most likely to be active to posting on topics your followers most want to see is knowledge you should have. Look at your metrics to see what’s working.
  • Over-posting/under-posting. Your social media followers want to hear from you but you don’t want to overwhelm them with too many posts. But you also want to be present. Use the metrics from each platform to see when your posts have the most engagement and schedule your posts around those times.
  • Not using available tools. All social media platforms have their own tools that provide metrics, help with various tasks and more. These tools help you learn more about the individual platform and explore the various features. These tools can help you get the most out of your social media efforts.
  • Being unresponsive. The whole point of social media is to be social and engage with your followers. If you don’t respond to comments and especially complaints, your followers are going to think you don’t care. You certainly don’t want to argue with trolls, but legitimate complaints should be addressed. In healthcare organizations, complaints about care or treatment for a specific patient must be addressed offline due to HIPAA requirements, but that doesn’t mean you should ignore these complaints – just invite the person to contact you offline and give them a phone number or email address.

Important Statistics About Online Reputation Management

reputationYour organization’s online reputation matters. A lot. If you are trying to make the argument in favor of improving your online reputation efforts, here are some statistics from inboundMd to help you out.

  • 80% of internet users search for provider information online, and 20% of their searches are looking for information on a specific provider.
  • When making a decision about a doctor or dentist, 93% of patients said that online reviews were either very useful or somewhat useful in their decision process to choose a provider.
  • Online reviews and personal recommendations were equally important to 79% of consumers when making a choice about a healthcare provider.
  • 62% of consumers looking for a new doctor use online reviews.
  • 73% of consumers trust a business more that has positive reviews.
  • According to the Harvard Business Review, a 1-star increase in a Yelp rating translates to slightly less than a 10% increase in revenue.
  • Only 10% of patients actually do online reviews for their doctors.
  • Just one negative review can cost 30 customers.
  • 85% of doctors check their own online reviews.

Is reputation management a part of your organization’s marketing plan?


Five Skills Today’s Marketing Executives Must Master for 2020 and Beyond

2020-and-beyondAt the recent Healthcare Marketing & Physician Strategies Summit in Salt Lake City, Kathy Divis, President, Greystone.Net, and Kelly Faley, Vice President, Web Strategies & Customer Contact Centers at Sharp Healthcare, spoke about the importance of MarTech to the next generation marketing operation.

In their presentation, they identified the top five technologies and trends that will drive revenue growth, brand management, customer engagement and other key responsibilities for healthcare marketing executives for 2020 and beyond. Those trends are:

  • Balancing the art and science of marketing. The “Marketer Scientist” has arrived. This role will be a storyteller, data analyst, brand champion, experimentalist, experience designer, technologist, change agent and systems thinker.
  • Connecting with mobile-only customers. By 2020, it is predicted that there will be 6.1B smartphone users worldwide. With most hospitals reporting higher web traffic from mobile devices than desktops, it becomes imperative for your strategy and design to be at least “mobile first” and preferably “mobile only.” Integrate technologies, processes and teams, so actions customers take on mobile devices are tied to your CRM and marketing automation systems. The use of device graphs—or identity management—can be invaluable in developing your mobile strategy.
  • Machine learning, AI, IoT. While 80% of B2B marketers believe that AI will revolutionize marketing by 2020, only 10% of them are currently using AI. But consumers are using connected devices in real life—Siri, Alexa and Cortana, as well as devices such as home security systems, door locks, thermostats and so much more—and marketers must take advantage of these opportunities. Amazon Echo, Google Home and Lenovo are branching out into some healthcare applications of voice recognition technology.
  • The rise of the empowered customer. In healthcare, we’re now talking about consumerism, which is a movement that advocates patient involvement in their own healthcare decisions. Patients now have unlimited access to health information, more choices and greater responsibility for care costs. Healthcare has expanded into retail, which expands competition. Health systems need to deliver greater consumer-defined value; and embrace convenience as the new currency because they're no longer competing with the health system across town anymore--they're competing with CVS, Amazon, Uber, payors and more.
  • Mobile, local and voice search. Siri, Alexa, et al, are training people to use voice in ways that customers must adapt to. It’s projected that 50% of all Google searches will be voice searches by 2020. Mobile search has risen to over 50% of all Google searches being performed on mobile devices. The majority of consumer engagement with brands (85-90%) occurs on local listings, local web pages and local search results. Thus, marketers must:
    • Make it a priority to grow organic search.
    • Make sure your site is ultra-mobile friendly.
    • Optimize content and ensure that it’s mobile ready.
    • Make sure all locations are properly listed in registries and that all contact information is up to date.
    • Consider voice search in your SEO strategy.

Healthcare marketers must understand that dramatic change is revolutionizing healthcare marketing – and much of that change is interconnected. Marketing is forever changed.

If you would like a copy of the slide deck from this presentation, please contact us at info@greystone.net and request the slides for "Five Skills Today’s Marketing Executives Must Master for 2020 and Beyond."

 

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