Customers value quality and price when buying a product or paying for a service. In order to find the best, they spend time researching online and comparing what is out there. They would do the same to look for a healthcare provider. Because of the information available online, patients can get all the data they need to make the decision on which facility to choose for their treatment. Because they know that their patients are doing their research, the competition is getting steeper for healthcare providers. In order to continue attracting patients into their facility, they have to improve their online visibility. The question is, how can they stand out from the competition? The answer is through re-targeting. The fact is, when patients visit their site for the first time, only 2% of this leads to a conversion. However, through re-targeting, it helps them stay on the top of the list of the other 98% who continue to do research. It also helps them improve their online exposure to other potential patients. Re-targeting is technology that is cookie-based, using code to track where your site visitors go after they look at your site. If the visitor doesn’t end up making an appointment request in your website, ads come out that encourage conversion, which says either “Schedule an Appointment” or “Contact Us.” Specifically, here are 3 ways to use re-targeting on your audience. Ensure That Your Ads Are HIPAA-Compliant Because of HIPAA, healthcare providers need to be careful about handling personal or health information of patients. This is why they may be wary of re-targeting, but they shouldn’t be. Re-targeting does not go against HIPAA, but these organizations still need to tread carefully. Their ads should never indicate having the personal information of patients. They are also not allowed to collect any contact information of the patient, like a phone number or email address. The ads have to be general instead and should focus on giving information about the hospital or the specific department. It also cannot give too much information on the treatment of a specific condition. It should focus on highlighting the expertise and knowledge of the organization in the certain department, taking care to avoid mentioning the health condition. For example, there is a visitor who visits your website looking for any information on neurology but left the site without making an appointment. They will then see ads afterward that encourage them to contact your organization’s neurology department, taking care to avoid any mention of stroke symptoms, even if the visitor viewed the web page on strokes specifically. Be Strategic With Ads There is no need, nor does it do you any good, to aim to convert every visit to your website. The fact is, there are some visitors who simply look for some information on specific medical conditions, including students who are working on a school project or other researchers. The best strategy is to implement re-targeting only on specific pages, ones that are oriented on conversion. The first step is to identify exactly which pages have the best chance of attracting conversion, for example, those that mention key services or specific procedures available in your facility. This means, when the visitors view these pages and then leave, they will see ads related to the page they were looking at in your site. The most important thing is to include a visible call to action, prodding them to contact your healthcare provider and make an appointment. Limit Your Re-targeting Efforts If after your efforts of re-targeting, the visitor has still not converted, do not continue re-targeting after 30 days. This is a reasonable amount of time to conclude that if the patient did not make an appointment with your facility in this time, it means he or she was just doing research or has decided on a different option. It might also mean he or she never really wanted to make an appointment. Moreover, you should also ensure that lists are updated after the visitor has converted. After all, you do not want to show them any more ads after they already made an appointment. Instead, you can show a generic ad for your healthcare facility or stop showing them. Getting Your Visitors To Come Back The richness of information online is both good and bad, because people have all that they need to make a decision. Unfortunately, it might make them feel overloaded. Thus, healthcare companies need to be creative in order to get patients’ attention and convince them they are the best partners in dealing with their health issues. Thus, you will want to remind them of this and your organization’s capabilities even after they moved on to other sites to still lead to a conversion. Through re-targeting, you can turn visitors interested in your services into your newest patients.

Public relations professionals know that it is more difficult nowadays to keep one’s positive reputation because even a very slight oversight can instantly spell serious damage to the brand’s credibility. And if you have your very own business, here are 5 things you must do to manage your reputation online.

Growing your business is a particularly challenging thing to do, especially if you’re surrounded by equally overzealous competitors who are also hell-bent on getting every customer to their fold. This is where chatbots can help you advance the aims of your business and blast your competition out of the water. Here are 5 awesome benefits of using such systems:

With inboxes getting inundated with emails from every imaginable organization, businesses have to think hard and fast about getting the attention of their target customers so that they will have a much higher chance of their emails getting opened and read by their target audience. Here are 10 strategies that you can use on your subject lines to help guarantee your target customers will open your emails.

Members of the business community who have used Facebook as one of their marketing platforms were jolted by the post of Facebook’s co-founder, CEO, and Chairman, Mark Zuckerberg. To paraphrase, Facebook is about to initiate some changes in its focus which can have a significant impact on those organizations and groups that have used the social media platform as a marketing tool. More meaningful social interactions are now the name of the game; no longer relevant content created by clever viral post makers. 

Page Speed has come up so much this last 6 months here at the agency, I decided to finally do a post about website page speed.  It isn't just desktop page speed we are considering these days but the even more sensitive mobile pages and their speed.  We all know now that mobile search traffic surpassed desktop search traffic last year.   That was a big wake-up for SEO and design agencies to change their focus to mobile website performance and ranking.

Technology keeps making it better and easier for both customers and businesses, with Bluetooth beacons as one of the coolest innovations in the past couple of years. Location-based marketing is really big and promises to provide a more effective way for businesses like you to reach out and connect with your customers. While it used to be more common for bigger enterprises, smaller businesses are now catching up to this trend.

With the increasing online competition against other businesses, it is extremely important to be vigilant and make sure you are not losing customers. In fact, it doesn't have to be hard to plug the holes and get more business.  With just a few simple steps, your business can gain more traction online so there is no reason why you shouldn’t work on it.  This is a short list of things we work on every day for our clients.  They may not all be an issue for you but keep working so these become a few of your pillars of strength.  

Online sellers should take every measure to keep their business reputation if they want to maintain their profitability. They know that customers often check the reviews about the product and its seller before making a purchase. If you receive a bad review, your business is more likely to lose customers and sales.

Reacting to Marketing Fails or Wins

What To Do With Negative Reviews