The Right CMS Amplifies Your Digital Marketing Strategy

Picking One Takes Time

The New England Society for Healthcare Communications (NESHCO) is one of the professional associations SPRYTE belongs to.  We love the Monthly healthcare communications webinars.

February’s webinar “Thinking Big: How Small Marketing Teams Can Maximize Their Digital Efforts,” focused on Content Management Systems (CMS.)

According to the presenters, new, less traditional content management systems allow healthcare providers to expand brand awareness as they send hyper-targeted messages in the most streamlined ways. A good CMS is a tool that will help you build long-lasting, real growth strategies.

Choosing the Best CMS for Your Healthcare Organization

There are a lot of CMS vendors out there, as you know.  It takes time to find the one that aligns with your goals.  Here are some key questions to consider.  Does the CMS have:

  • The ability to easily connect with different platforms?
  • A customizable content library?
  • Voice search?
  • A straightforward user interface?

The best CMS platforms enable healthcare marketing teams to reuse and repurpose content seamlessly.

Have You Heard About Headless CMS?

Headless CMS is newer software that manages information based on the premise that published content should be used for more than website tagging.  With Headless CMS, content is seamlessly shared with mobile apps.  For content authors who want to publish in different places on demand, it has proven to be very easy to use, according to the webinar presenters.

Content Libraries and Digital Signage

The CMS should also include a customizable content library that allows healthcare providers to keep all of their information managed in one place.  We know that physicians and medical conditions are highly searched categories.  This data should be refreshed frequently, with medical credentialing.

Other content assets like videos, taxonomy, ratings, and publications can be integrated into the library, and this relatable data is then linked up and shared.  This is all driven by title tags that automatically push users to pages.

Authentic Patient Stories Resonate Digitally

Website personalization is also a fast-growing trend in healthcare, with patient stories popping up more frequently on provider sites. We all know real patient testimonials resonate with readers and they do drive patients to contact providers.  The webinar presenters said emerging voice search can be especially effective here.

In any case, real time updates and selection tools also make it easier for patients to locate your healthcare providers and services.

Ease of Use Should Increase Over Time

Once a good CMS system is set up, it should be easy to use and manage. They usually take a few months to set up, so don’t be shocked.  But after the grueling initial investment, the possibilities are unlimited.

Why Local TV News Isn’t Dead

Securing Coverage on Local New Stations is Still an Important Part of Healthcare PR

By now, most of us have heard the popular doomsday prediction about how online news will cause the inevitable death of local broadcast news in the near future.

Despite these claims, a recent survey by Pew Research paints a very different – and positive – picture about the state of local TV news. According to the survey, 44 percent of Americans considered TV as their preferred platform to get their news in 2018, compared to 34 percent who preferred the internet.

In the world of healthcare PR, local broadcast has continuously proven to be one of the most valuable types of news coverage for our clients. If you’re still wondering just how worthwhile securing local TV news is for your organization, below are three reasons why we think it’s still just as important as ever:

Establishes emotional connections with patients.

They say a picture is worth a thousand words – and TV coverage is not an exception to this rule. When covering human interest stories, the visual aspect of TV news segments has the ability to convey emotions that people can relate to more than written articles can. This is especially impactful when it comes to telling patients’ stories.

One example of this is a segment we secured for client Holy Redeemer about a dog parade that was held for residents of its assisted living community, Holy Redeemer Saint Joseph Manor. By physically showing how happy the residents were while visiting with the dogs, viewers are able to see the emotional, caring side of healthcare – something they’ll remember when they’re looking for a provider in the future.

Humanizes physicians.

As we’ve mentioned in a few of our previous blogs, patients often prefer seeing doctors who they feel they can trust and build a connection with. Having physicians featured as expert resources in local TV news stories is a great way to help them build relationships with both current and potential patients beyond the doctor’s office. Not only does this type of coverage establish them as thought leaders in their respective practices, but it also helps patients put faces to their names, making them feel less like strangers.

 Reaches a broader demographic.

It is becoming increasingly difficult for all organizations, regardless of the industry, to rely on one platform to reach all of their target audiences. While maintaining an online presence is important for engaging with all different types of consumers, healthcare brands that focus solely on digital media will end up missing one important group of patients who aren’t as active online – seniors. Including local broadcast as part of your organization’s media strategy will ensure that your messaging will reach patients of all ages.

As the media landscape continues to evolve, many will argue that local TV news is on its way out. However, we think that local broadcast is still an invaluable media platform for healthcare organizations that is here to stay.

At SPRYTE Healthcare Communications Means Consumer PR

Hyper Local is So Credible and Rewarding

When you say healthcare communications agency in Philadelphia or New Jersey, the assumption is that you’re focused on pharmaceutical or life sciences companies.  We’ve met so many successful local niche consultants serving those industries at every stage of their business cycles.  And the increasingly visible publicly-traded global holding companies have also located their robust healthcare agency brands in Philadelphia in recent years to be closer to their clients.

Well, SPRYTE Communications specializes exclusively in healthcare too but we support healthcare providers.  Not in a business-to-business capacity.  Our strength is in consumer public relations.

Here’s an example of a campaign we conducted on behalf of Holy Redeemer Health System, a client since 2006, last week.

Holy Redeemer Opens 5th Outpatient Medical Center in Bucks County

When Holy Redeemer opened its fifth Bucks County outpatient medical center, consumer public relations was the only external communications function deployed.

The brand new 18,000 square foot ambulatory care center provides primary care, obstetrical and gynecological care, orthopedic care and rehabilitation services, professional counseling, physical therapy and radiology services.

The opening of Redeemer HealthCare at Richboro is of interest to individuals and businesses living in its vicinity for a variety of consumer and economic impact reasons.  That’s why there was wide pick up of our news release by local daily and weekly newspapers.

But the ambulatory care center’s opening was also of interest regionally where the highly competitive healthcare provider industry is widely covered.  John George, the Philadelphia Business Journal’s healthcare writer, conducted interviews with Holy Redeemer’s senior leaders and wrote the most comprehensive article about the System’s continued expansion in to new geographies in Bucks County.

Finally, Holy Redeemer’s expansion was also of interest to the trade media, with Becker’s covering it with three highly flattering “Insights.”

Many healthcare providers think that paid advertising is the only way to build their visibility in a local marketplace.  Of course, it certainly won’t hurt.  But think of the brand battles out there on billboards, radio and TV.  In Philadelphia, it seems the biggest advertisers are our many outstanding healthcare providers.

But don’t overlook the power of public relations and the credibility delivered by news media covering your healthcare provider brand in action.  Do you agree that the consumer earned media coverage of Holy Redeemer’s Richboro expansion is solid proof of its newsworthiness?

There’s Still Time to Make Changes for 2019

Take Stock. Break Bad Habits & Do Better

In 8 Bad Habits to Avoid in Healthcare Marketing this week’s guest blogger, Rob Rosenberg of Springboard Brand and Creative Strategy, warns “Avoid defaulting to old habits that weaken your position, both personally and professionally.”

Do you agree that the poor practices Rob advocates you change are often present in today’s health system marcom operations?

They reminded me of my first position in provider healthcare. My title was Public Affairs Staff Associate and I worked in the market’s dominant three hospital health system. I was one of three in the department. We had all the health system service lines divided among us. Thinking back, I don’t think I was ever present at a business discussion. But I did perfect my newsletter skills. –Lisa Simon

Click here to read the Guest Blog

 

The Media Advisory is a Critical Tool

Healthcare Providers in Pursuit of TV Coverage Need to Nail Them

What we refer to as a Media Advisory at SPRYTE Communications is also sometimes called a Media Alert or a Calendar Alert. Whatever you call it, the Media Advisory is a critical media relations tool for encouraging television news coverage of a single event or function.

For many healthcare communicators, in large and small media markets alike, winning television coverage can be elusive.

You have to think like a producer and succinctly present the opportunity for the cameras to shoot very strong visuals, the kind you see every night on TV news. The following factors are also important and can make or break a TV opportunity:

  • Day of the Week: SPRYTE likes a Tuesday, Wednesday or a Thursday.
  • Time of Day: We like mid late morning.
  • Proximity to News Station: If it’s more than a 30-minute drive, that adds challenge.

Here are some of the shortcomings of Media Advisories I’ve seen written at SPRYTE over the years:

  •  Visuals aren’t mentioned.
  •  Headlines lack creativity.
  •  Dispassionate.
  •  A specific time for the main “moment” isn’t given.
  •  Longer than one page.
  •  Written like a News Release.
  •  Lacking parking and entrance instructions.

We do a lot of Media Advisory training actually, more than I would have expected for both seasoned and more junior pros with media relations responsibilities. The reasons these folks need training?

  • Don’t ever watch television news.
  • Don’t sell it.
  • Value print over broadcast coverage.

When You Hear the Anchor Use Your Words

When the TV Anchor uses your words to accompany the video their cameraperson shot at your event from the anchor desk, you know you wrote good ones.

That was the case in December when SPRYTE reached out to televisions news assignment desks in pursuit of their coverage of an intimate and humble graduation ceremony for a large faith-based social service agency it represents in Southeast Pennsylvania.

Two adults completing Episcopal Community ServicesRISE Initiative were celebrated at a non-traditional recognition ceremony.
SPRYTE’s Media Advisory  enticed Philadelphia’s number one rated local television news station, 6 ABC, to send a cameraman to cover the program.

The resulting television news segment included favorite local anchorwoman 6 ABC’s Monica Malpass including words from SPRYTE’s Media Advisory headline.

Part of our earned media strategy for Episcopal Community Services includes attempting to win coverage of key milestones in their program year including RISE Initiative completion recognition programs for the following reasons:

Reasons to Pursue TV News Coverage

  • Shows (rather than tells) their great organization in action.
  •  Simplifies a multi-faceted mission by focusing on one great, visual moment.
  • Covers a wide geography.
  • Affirms donors’ good decision to support you.
  • Boosts morale of program participants and staff alike.
  • Builds the organization’s brand in the community in a visible way.

Remember sometimes the cameras don’t show up to even the most inspiring, visually-charged and meaningful events. We all know that can happen. But if we think there is potential for a great TV story that will be enjoyed by viewers throughout our media market, we will try at all costs to get the coverage again next time too.

Leverage Patient Successes in the News

Sourcing the Perfect Spokesperson for Earned Media Takes Time

When a healthcare provider launches a new service line or therapy, it can benefit from framing its new, novel offering in authentic human terms. Think about winning news coverage by leveraging the face of a willing patient who has benefitted from your care. In many cases, you can turn a dry pitch or introduction in to a must-do TV segment, or elevate a three-inch business brief in to a front-page newspaper feature story.

But be advised: it will take patience from all involved especially when your CEO, lead surgeon, or department head is feeling pressure to let prospective patients know about that new service or surgical technique so it can start returning the time and financial investment required to bring it on line.

A Happy Patient Illustrates Breast “Air Expansion”

Last October, Dr. William Scarlett, a breast reconstruction surgeon with our client Holy Redeemer Health System, began pioneering a new, noninvasive way of expanding the breast cavity for post-mastectomy implants.

The technology, involving bursts of CO2 delivered via remote control at home through clothes, instead of weekly saline injections in the doctor’s office, was both game-changing and visually friendly, as the manufacturer had provided samples to help explain the procedure to prospective patients., Dr. Scarlett was currently the only physician in the region using the system, called AirXpander®, according to the manufactuer AreoFlow.

The urge to talk about AirXpander® was also fueled by the the fact that it was unknown how long Dr. Scarlett would have exclusivity with AirXpander® in the Philadelphia region.

We knew the first thing a consumer reporter would ask is “Can I talk to a patient?” But initially patients were few and far between. Additionally, as the air expansion process takes an average of seven weeks to complete before permanent implants are placed, there wouldn’t be any immediate success stories.

So we waited. By early 2018 Dr. Scarlett had several successful procedures under his belt, and more importantly, he was still the only surgeon in the Philadelphia area using it, according to AeroFlow. Meanwhile, Dr. Scarlett had the perfect patient case study to showcase.

Miriam, a 69-year-old former Philadelphia resident now living in Florida, had resisted implants until learning of Holy Redeemer’s offering through a friend. She had beaten breast cancer and had just completed reconstruction surgery. She was making occasional trips back for follow-up appointments and to visit friends and her three grown daughters. Miriam wanted other women to know about air expansion, which she felt had significantly eased her reconstruction process. Miriam was truly an excellent patient spokesperson.

The local ABC station, to whom we’d offered the story exclusively, loved Miriam and promptly scheduled interviews to coincide with her next follow up appointment with Dr. Scarlett. In June, eight months after we first had a demo of AirXpander®, 6ABC ran a three-minute feature story. It was the first in an ongoing earned media campaign.

Tell a Great Story, Even if You Have to Wait to Tell It

While not every patient case study will be as perfect as Miriam’s, it’s worth biding your time until you can find one or more patients who have been treated successfully. It’s always more effective to tell stories about people, rather than machines, and if you can get patients to tell their own stories, that is even better.

Waiting doesn’t have to be passive; use the time to gather more information, hone your pitch or entice reporters with information and the prospect of connecting them to a “great patient whose life has changed.” Why not consider offering an exclusive to a top rated media outlet in exchange for their forbearance.

You might not always be first out of the gate like Dr. Scarlett and Holy Redeemer Health System, but if you can present an exceptional patient case study, you’re more likely to earn the media’s coverage of your story.

SPRYTE Insights previously published this Blog on July 31, 2018. We are re-posting it in recognition of October Breast Cancer Awareness Month.