Healthcare Digital Marketing News You Need to Know – September

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.

Starting now, we’re making those updates available to all Fathom blog readers. Want to catch up on the latest healthcare digital marketing industry news from September? Keep reading.

Update 1: Moz’s 2015 Ranking Factors

What you should know: Every two years, Moz, a thought leader in the SEO industry, surveys expert SEO marketers about what they think is most critical to rank higher in search results. Last month, the findings from this year’s survey were released.

Why should you care? Some of the strategies mentioned in the report have worked for years and will likely continue to work in the distant future. However after pouring through the results, there were a few not-so-obvious ranking factors that caught our attention, such as:

  • Little correlation between top-level domains (.com, .org, .net, etc.)
  • HTTPS sites have a low positive correlation
  • Social shares showing a positive correlation

What you can do with this information: Read more details in one of our most recent blog posts, here.

Update 2: Instagram Opens Ad API Partner Program

What you should know: Earlier this week Instagram opened up their ad platform to a range of experienced Facebook marketers including Hootsuite, Salesforce Marketing Cloud, Brand Networks and more. This is just the first round of companies – Instagram said ads will be available to all advertisers later this year.

Why should you care? For the first time, marketers will now be able to buy Instagram ads and plan their marketing in a more strategic way. The integration gives marketers a single platform for buying and managing campaigns. Marketers can also utilize the same advanced Facebook targeting tools for Instagram Ads. Previously, the only way to purchase Instagram advertising was through an Instagram representative. It was also quite expensive, which limited its use to big advertisers. Through these approved partners, all brands, no matter the size, will be able to start reaching out to Instagram users via ad content.

What can you do with this information? Instagram is currently the fastest growing social media network in the world. By adding this advertising option for all brands, it provides an entirely new way to reach this growing audience. Because this release is calculated, users will not be inundated with ads and advertisers will have a more effective reach.

If you’re looking to begin advertising on Instagram, you’ll want to consider how your company may be able to work with the partners and platforms that have been announced. It is likely that the options may not work for everyone and that some smaller ad partners may have restricted limits, but this movement towards open advertising could be a sign of big changes in the future.

Further reading: http://www.socialmediatoday.com/social-business/adhutchinson/2015-08-05/instagram-opens-ad-api-partner-program-continues-shift

Update 3: Facebook Updates Messaging Tools for Page

What you should know: Facebook’s recent update includes several new features for Pages. The update allows businesses to privately respond to customer questions and/or complaints on their page. This new feature allows admins to create and save boilerplate messages to quickly answer frequently asked questions. In addition, Facebook users can identify if a Page is very responsive to private messages just by viewing their profile. Pages that respond to 90% of messages and have a median response time of less than five minutes will receive a “Very responsive to messages” badge on their Page. This data will be based on the past seven days and will be available for admins to view within Insights.

Note that if a Page does not meet these standards, users won’t see a badge at all. The last feature to this update? Local awareness ads can include a “Send Message” call-to-action button so users can send a private message to the business. When Pages receive an incoming message, it will also include an attachment showing the ad the user is inquiring about. To start using the “Send Message” button, create a new local awareness ad and select “Send Message” in the call-to-action field.

Why should you care? For the first time, businesses will be able to address customer comments and/or complaints on a more personal level. As long as businesses are staying on top of their Facebook page, this update will help improve their customer service and customer satisfaction.

What can you do with this information? If your business is on Facebook, it’s now more important than ever to have a strong social media strategy in place to make sure you are addressing customer complaints and/or questions.

Further reading: https://www.facebook.com/business/news/pages-messaging-updates

Update 4: Moz & BuzzSumo Release Study Findings on Content Shares & Links

What you should know: BuzzSumo and Moz teamed up to conduct a study looking at more than 1 million articles on the web. The study examined a potential correlation between shares and links – to learn why some content gets both shares and links, and other content gets neither. It also looked at the type of content formats that received shares and links to see if there is correlation there.

Why should you care? One of the major benefits of digital content is growing shares and links, however the majority of content isn’t cutting it. This shows that higher quality content that may take more time to produce (long form) or engaging formats (quizzes and videos) are bound to produce better results in terms of shares and links than short, simple content like 250 word blog posts. This study shows that in the case of shares and links, quality matters more than quantity.

What can you do with this information? Brands should examine the content they’re producing and decide whether it can be improved. Can you spend more time creating pieces of content to acquire more shares and links? It may be more beneficial to your overall goals in the long run. Consider producing longer form content and other types of content, like videos and quizzes, to boost your results in this area.

Further reading: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles

Update 5: Page Engagement and Ranking Factors

What you should know: During a recent industry survey, it has been found that there is a correlation between page engagement factors and ranks in search engines. While this has long been speculated as a ranking factor, it can now be thought of as more concrete part of a search engine’s algorithm.

Why should you care? Pages should be designed to improve and optimize engagement. This means optimizing for user experience, website usability, as well as looking for ways to keep site visitors on-site beyond the page they entire the website on.

What can you do with this information? This goes beyond a lot of traditional, and outdated schools of SEO of simply adding keywords to a page in hopes of ranking better. For SEO purposes, keeping an eye out for engagement factors is important when reviewing and refreshing webpages.

Further reading: https://moz.com/blog/traffic-engagement-metrics-their-correlation-to-google-rankings

Update 6: Google Adds 900 Medical Conditions to Health Searches

What you should know: Google announced last week that it has expanded its health search feature. They have doubled the number of search terms that they treat as medical conditions. Now, more than 900 search terms will return the quick, at-a-glance info regarding the symptoms, treatments, ages affected and more. Those who are searching will also be able to download a PDF of this information, which they can take to their doctor.

Why should you care? This feature initially debuted in February. When searching for a health condition on Google, the search results appear on the left side of the screen and a Google-generated description appears on the right side.

What can you do with this information? This Google update is important to note because they are helping to define how health condition information is displayed. The Google-generated descriptions provide content that is easily scannable by the user. They are also grouping the health condition’s information in a way that is intuitive for the user. This may serve as a guide when organizing content on healthcare websites.

Further reading:

  • http://insidesearch.blogspot.com/2015/09/now-google-can-help-with-updated-
    health.html
  • http://www.informationweek.com/healthcare/analytics/google-health-searches-now-include-900-medical-conditions/a/d-id/1322072

Learn more about the importance of content strategies in our upcoming webinar – Social Repair, Content Replace: How Fathom Helped Safelite AutoGlass Create a Documented Content & Social Strategy to Shatter Their Goals. Register now.

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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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