Healthcare Digital Marketing Industry Update – August

By August 14, 2015 Healthcare No Comments
healthcare digital marketing

Once a month, Fathom Health provides our clients with the latest digital marketing industry news. Topic categories range from social media and content marketing, SEO and digital strategy, to broader healthcare industry news.

We’re now making those updates available to all Fathom blog readers. Keep reading for the latest healthcare digital marketing news.

Update 1: Facebook Newsfeed Redesign

What you should know: Facebook has redesigned newsfeed preferences so users have more control over which pages and/or people they see first in their news feed. When you log-on, you’ll be able to see the top people, pages, and groups you’ve seen in the last week and have the option to unfollow any of them. You can also discover new pages based on the ones you already like.

Why should you care? Because of this change, content needs to continue to draw people in so they feel like it brings them value – this way they won’t unfollow. This change could dramatically impact long-term audience retention on social. Social channels that aren’t posting quality content or are posting too often will be easier to unfollow.

What can you do with this information? Clients should continue to develop high-quality content that caters to the social audience.

Further reading: http://techcrunch.com/2015/07/09/humanizing-the-algorithm/#.a8ya81:pZE7

Update 2: Changes in Branded Search Results – Google Panda Update

What you should know: Brand specific search results will now display more results specific to the targeted brand, and will not display as many related pages that are piggybacking off a popular brand name. Any website that is ranking and targeting a brand that isn’t their own will likely see a decrease in search result rankings. Conversely, established brands should see less competition for their *own* brand name in search results.

Why should you care? This makes proper branding even more important and relevant to clients, as a well-established brand name will be rewarded with a higher search volume, and less search competition. This could affect search rankings for clients, which would directly impact traffic.

What can you do with this information? You should monitor search rankings to see if this affected any client brands. Also, research analytics to monitor branded vs. non-branded search results.

Further reading: http://www.zazzlemedia.co.uk/blog/penguin-4-2-brand/

Update 3: Social Customer Care Study Findings Align with New Facebook Update

What you should know: A study conducted by Sprout Social found interesting insights about customer service on social media. Specifically, it found that 7 in 8 social messages to brands go unanswered within 72 hours. On top of that, poor customer service in the U.S. costs companies $41 billion every year.

Infographic by Sprout Social

Infographic by Sprout Social

Never before has a brand’s responsibility to be responsive and engaged been so important. The volume of messages that people send to brands on social continues to rise, but many brands aren’t doing a good enough job of responding to those messages. Sure, not every message warrants a response from a brand, but Sprout calculates that 4 in 10 messages do. Customers are looking for businesses to respond and interact with them on social media. One last finding I want to mention is this: 40 percent of customers switch loyalty because a competitor offered better customer service. Keep that in mind when considering the importance of responding to customers on social channels.

Why should you care? This study falls perfectly with the timing of a new Facebook update which allows businesses to respond to customer questions and complaints privately. A new feature that comes along with the update allows admins to save and create boilerplate messages for frequently asked questions. Lastly, the update includes a responsiveness badge. When a Facebook page responds to 90% of messages and has a median response time of less than five minutes, they’ll see a responsiveness badge automatically display on their page for all users to see. This is a visual description to customers of how well you use Facebook for customer service.

What can you do with this information? All of these demonstrate the need for better customer service strategies on social media channels, especially Facebook. Being responsive is crucial.

Further reading:

  • http://marketingland.com/facebook-gives-pages-the-ability-to-respond-to-comments-privately-137578
  • http://sproutsocial.com/insights/sprout-social-index-2015/

Update 4: Yelp Adding Real Hospital Data to Hospital Reviews

What you should know: Yelp recently announced they are adding a new feature for Hospitals, Nursing Homes and Dialysis clinics. All listings for hospitals, nursing homes and dialysis clinics now include data such as average emergency room times, fines a facility may have paid, and serious deficiencies that have been reported.

Why should you care? Yelp says that more than 6% of site searches are Healthcare related, and believes this data will help represent the healthcare field better, instead of just relying on personal reviews; users will now also have hard facts.

Yelp also mentioned that this is just the start. They plan to add more healthcare features in the future, showing more and more commitment to the industry as a whole.

What can you do with this information? There isn’t anything you need to do immediately, but it’s worth monitoring your Yelp listings, and if possible responding to reviews to show commitment to customer service especially since we believe this update will increase the amount of people searching for your business on Yelp.

Further reading: http://www.wired.com/2015/08/yelps-hospital-reviews-getting-real-health-care-data/

Update 5: Browsers No Longer Supporting Adobe Flash

What you should know: Google and Mozilla announced in July that they will drop support for the Adobe Flash plug-in from their web browsers, Chrome and Firefox. This announcement came after Facebook’s chief of security asked Adobe to set an end-of-life date for Flash.

The 20-year-old software platform is best known for its ability to play and display videos, animations, games and websites. These interactive applications require complex codes and scripts. These codes and scripts, however, can be used for malicious purposes. This makes it easy for hackers to exploit Adobe Flash and use it in cyberattacks.

Why should you care? This is important to know because the Adobe Flash Player is installed on the majority of Windows PC computers. Flash was once the standard platform for viewing videos on websites. YouTube displayed videos using Flash until 2010, but switched to using HTML5. HTML5 is now the default player for YouTube and Vimeo.

What can you do with this information? The impact of Google’s and Mozilla’s announcement is zero to small for websites that have not posted any videos prior YouTube’s switch to HTML5 in 2010. However, embedded videos that require an older or outdated Flash player may not be visible on a web page. The Flash player content will be blocked, and this will result in a blank space in the middle of a web page. The fix for this is easy though if you are using YouTube to display videos. Simply update the embed code on your webpage with the latest version from the video’s YouTube page.

Further reading: https://www.yahoo.com/tech/what-is-adobe-flash-and-how-can-you-get-rid-of-124087958879.html

For more timely social media updates, check back for our bi-weekly Social Media Update blog posts. You can view the most recent one here.

Haley Hite

About Haley Hite

Haley Hite is Sr. Manager of Content Marketing at Fathom, where she leads the content marketing initiatives, training and best practices for the company. While at Fathom, she has worked with clients in a variety of industries to create, implement and measure documented content strategies based on sound research and data. Outside of work, Haley loves traveling to tropical locations, reading, cheering on her alma mater Bowling Green State University, going to Cedar Point, and hanging out with her husband. Follow Haley on Twitter: @HaleyHite11.

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