Connecting to the Community

Using Social Media to Reinforce the Consumers’ Decision in the Hospital and Health Care System.

Reaching out to the public and creating an open line of communication allows a hospital to tailor services specific to patient wants and needs. By giving the hospital a voice, community members will learn that their opinions and concerns not only matter, but are being heard. Each interaction strengthens the image of the hospital and builds trust among patients.  Connecting frequently through social media deepens the relationship and reinforces the patients’ decision. Almost all US hospitals now have multiple social media accounts.  But are they hitting the target?

People love to talk about their experiences, good or bad. Rely on feedback from patient surveys, social media comments, and word of mouth to know what topics need to be addressed to improve public image. Don’t avoid harsh complaints. Listen to your patients and implement customer services initiatives. Being mindful of patient privacy, respond and comment directly to the individual who complained and let them know you understand their frustration and discuss what steps the hospital and staff are doing to correct the issue.  

In addition to responding to comments, use social media to promote patient education and public health programs. Free clinics, job training, back-to-school immunizations and so many other programs are the heart of communities. By addressing the basic needs of everyday life, the hospital promotes long term health and wellness. Have a record turnout at a women’s health event? Posting pictures will not only enhance visibility of the program but 40% of people will respond better to visual information than plain text. (Source: Zabisco)

Patients often are searching for answers. They are also looking for something else rarely talked about: hope. They want to see positive outcomes, feel inspired and have a reason to feel good about choosing a hospital.

By opening the line of communication, the hospital becomes a friend that is by your side during life’s celebrations and can be depended on during emergencies. Healthcare marketing can be complicated but creating a well-executed social media presence can produce meaningful and measurable results and leave healthcare consumers deeply engaged with your brand while also feeling validated and heard. 

4 Reasons to Consider Newsfeed Advertising

Social media has become part of most people’s daily routine. Wake up, check Facebook and Snapchat; make coffee, scroll through Instagram. Time to cook dinner? Time for Pinterest. Want to vent, head to Twitter. Going to bed – why not stay up for 2 gratuitous hours going from link to link on YouTube. Seeing how dependent we’ve become on social media, it’s unlikely for someone to go more than a few hours (and in many cases, minutes) without checking one of the many, if not all. 

With social media addictions comes a more distracted audience. Commercial breaks turn into phone breaks.  Advertising, and selling, on consumers favorite social sites may be the best way to reach distracted eyes. With a more targeted approach, brands shouldn’t just be heading online – they should be heading directly for the newsfeed.  Here’s why:

 

1. Buy Buttons: Within the last year, Facebook, Twitter, Instagram and Pinterest have added buy and shop buttons to their interface. Mobile shopping has rapidly increased and around 1/3 of online shopping now occurs on mobile. With the new buy buttons implemented on suggested and branded posts, it makes it much easier for a consumer to turn a “like” into a purchase.

 2. We live on our phones: In a day and age where some of us are on our phones more than we sleep, and when we do sleep it’s next to our phones, it makes sense to move to mobile.  College students spend almost 8 hours a day on their phones, meaning that while they’re awake you can likely reach them on mobile.  Almost 80% of internet traffic now occurs on mobile, taking the lead from desktops and laptops.  Online browsing on phones has become a filler for when we’re commuting, waiting for our morning coffee, or just plain uncomfortable.  Smartphones are with us wherever we go, and it’s the place where most people are reading their feeds.

 3. Visually Appealing: Most social media is set up as a visual platform, which is an ideal format for displaying retail advertising. An interesting product image will catch the consumer’s eye, and stand out against the everyday status updates.  Creating branded and relatable posts on social media will make the ads less “ad like” and more like a cool story on their newsfeed. Relating to consumers on the interface they understand may help ads be noticed rather than avoided. 

 4. It’s Native: Reach them where they’re already going. 74% of those online have and use social media, and nearly 3 hours a day is spent on all of the different sites or apps.  Each site can also provide insight on the users likes and interests, clicks, searches, etc.  With this information, advertisers can create a more targeted approach and hopefully a more relatable one as well. 

 

Radio: The Undercover Hero of Advertising

Technology is everywhere and any source of information can be accessed by the quick click of a button. Today, advertising spans across so many new media platforms. But even with the advent of all this new technology, one form of veteran advertising media is still the undercover hero of advertising – radio. Who knew?

Radio is the only medium that truly is everywhere – in homes, cars, restaurants, stores and at work. According to Arbitron, nearly 93% of the US population listens to radio and more than 188 million people hear multiple radio commercials in an average week.

According to the University of Florida, 95 percent of people in their cars listen to the radio and the average American spends 15 hours per week driving, and this makes radio a valuable medium. And radio also has a larger audience than television from 6:00 am to 6:00 pm every day and often hosts the last advertising message the consumer hears before reaching their point of purchase.

Radio is highly targetable. Not only does radio have the ability to reach a wide range of attentive listeners, but radio listeners are loyal to their station, making it easy to target a station for a particular demographic or listener profile. It’s is also an effective direct response medium and advertisers can track the number of listeners on any station at any given time.

Radio is quick to produce and is cost-efficient. Unlike television, radio can be produced in as little as 24 to 48 hours with production costs usually much lower than other mediums. Radio’s low cost per thousand can increase the frequency, reach and longevity of ad campaigns and can therefore increase the company’s return on investment (ROI). In fact, according to a recent Nielsen-Catalina study, when advertising on the radio, on average, there is a $6 ROI for every $1 spent.

So when it comes to choosing your next media strategy, consider including a classic media and let radio be the hero of your message.

The College Research Game

When the school year ends and the weather heats up, students across the country look forward to backyard barbecues, family vacations and sleeping way past noon during their summer break. For many, summer is all about fun in the sun and spending time with family and friends. But for today’s high school students and their parents, the summer before senior year becomes all about the college application process.

Ample free time in the three months off from school allows rising seniors to put more time and energy into gathering information about their prospective higher education goals, and now, more than ever, much of the college research process occurs via digital media.

According to a Pew Research study, 95% of teens (between the ages of 13 and 18 years old) are digital media users, many of which are on Facebook and Twitter. New data on the digital media habits of students from Genius Recruiter suggests that 72% of students followed or liked a prospective university’s Twitter feed or Facebook page and 97% visited the university’s website. The five most viewed features on a school’s website or digital media platform: majors and minors, photos of the campus, curriculum details, residence life and class information. The study also showed that YouTube is one of the top three digital media channels used in the college research process.

Now, Facebook, Twitter and YouTube (among others) offer native advertisements in the form of promoted posts, tweets, trends and video clips to advertise to what they call “tailored audiences.” These posts are targeted to users based on their interests and activities, and using data acquired from their conversations, profiles and behavior.  The digital media users are the ones being sold, without even knowing it – reminding us of the old adage that nothing in life is really free. Digital media companies sell advertisers demographic information and browser data to show users ads that directly relate to the sites they've recently visited – in this case, universities.

Two-thirds of students say digital media engagement influences their college decisions.  So, in order for universities to compete for prospective students’ attention, they have to play the marketing game the modern way. It is almost a prerequisite for higher ed. institutions to have a digital media presence and for their information to be a “like” or re-tweet (RT) away.

[For more information on higher education and its advertising possibilities, contact Jacki Friedman here at Furman Roth Advertising.]


Furman Roth takes home a New Jersey Award!

“Are you feelin’ Jersey?” That was the question posed at this year’s New Jersey Awards dinner. A rousing evening filled with vendors, media agencies and marketers of all kinds, all coming together to celebrate stellar advertising - from digital to collateral. This year the event was replete with the usual inspiring portfolio of creative samples from agencies far and wide.

This first half of the evening was a cocktail hour, during which the crowd walked the room, taking in the creative samples while mingling, sipping Chardonnay and eating smoked salmon, artichokes and some very sweet cherry tomatoes (surprisingly good for this early in the summer – but hey, Jersey tomatas’ are Jersey tomatas’).

Then, after a while, we sat for dinner and enjoyed the main event: the awards. This year, each category was introduced with video snippets: Two Mafioso types sitting in a Trattoria sipping espresso and reading the newspaper while cracking-wise about the upcoming category. It was very Sopranos, very Jersey, very à propos (pardon my French).

We sat and enjoyed a lovely dinner while receiving (drumroll please) our very own award for our print campaign for The Weizmann Institute of Science. Our lifestyle TV commercial, “Weekend Getaway” for Cohen’s Fashion Optical was also an honorable mention, losing out only to the Best in Show. All in all, a successful night for Furman Roth, and a fun night for everyone involved. Check out the award-winning creative right here.

 

Brush Your Teeth... And Show Up.

Advertising is what separates the men from the boys, business-wise. But what if you’re just starting your business? Besides baby steps in building your brand message, you need to network.

Why is networking such a powerful tool for new and aspiring business owners?

Business is about people. It starts with an idea, and gets off the ground with networking. Whether you’re looking for customers and clients, help or information, it’s all much easier to achieve when you’re not alone in your home office.

In the old days, there were “clubs” where businessmen could hang out and smoke cigars and slap each other on the back. (Or that’s how I always imagined it.) Nowadays, everyone has a start-up, with needs and services to be exchanged. Get in on it.

How can small business owners best utilize their time at networking events?

Decide ahead of time who you want to meet. If you don’t know who’s going to be there, at least have a goal in mind of what you’d like to accomplish. Connections with press? Information on how other entrepreneurs do things? A chance to practice your elevator pitch?

How about a few networking tips for entrepreneurs?

Brush your teeth, and show up. Showing up at an event, no matter how awkward you might feel, is the most important part. And check your stash of business cards — we’ve all reached into our bags at some point and found we’ve run out.

Dress the part—and then some. When you look across a crowded room, who do you notice? Admittedly, it’s easier for a woman to stand out and still look professional, but any man can benefit from a new pair of glasses or a good haircut.

Find something you have in common with people besides business. Sometimes swapping info on ski resorts or preschools or the best taco trucks can lead to a business connection. And don’t forget to Facebook friend people, or swap Twitter or Instagram names.

Stick with the winners. This old adage has a lot of truth in it. If you find yourself stuck in the corner talking to the caterer’s cousin, you’re not going to get anywhere (unless you’re a cater waiter). Politely say, “It was so nice meeting you. I’m going to go mingle some more.” On the other hand, if he’s a hotshot young web designer, get his card. Then keep moving.

Let the magic happen. Introduce yourself to the person behind you in the line for the bathroom, or next to you at the open bar. You never know when opportunity strikes!

Be a good conversationalist. Don’t stop at “So, what do you do?” Dig further. “What would you do if you could do anything?” You’ll make a more meaningful connection.

Offer to help the people you meet with their projects. It’s not all about you. And being generous often leads to future business and connections.

 


Your new favorite blog - coming soon!

Over the last one to two months we've made a lot of changes here at Furman Roth. A little office renovation, new flavors of coffee in the snack room, and we conducted a major overhaul of our website. Pretty snazzy, eh?

As you can imagine, we were fairly busy with everything going on. So busy, in fact, that we decided to hold off for a bit on getting our blog rolling. But don't worry, we'll have plenty of super-insightful articles & posts coming your way in the following weeks. So although there's nothing here now aside from this photo of our Creative Supervisor, Jake, pondering a really important strategic decision, check back in the coming weeks for awesome content.