Recently, I blogged about ways to come up with creative healthcare blog topics to help conquer blogger’s block. While being able to come up with original blog topics is important, it’s not the only factor healthcare writers need to consider when developing blog posts. You can have a great topic, but if you don’t know how to use it in a captivating way, it’s safe to say your audience isn’t going to read more than a few sentences, follow through with your CTA, subscribe to your blog, sign up for your email newsletter, or share the post on social websites.… Read the rest
I was lucky enough to be one of the participants this week at the Mayo Clinic Social Media Residency. While there, I had numerous exciting conversations on the future of healthcare digital marketing, including one with a Mayo Clinic healthcare content writer. What we discussed—and what I wanted to blog about—was how to leverage Google Analytics to help in all phases of the content writing process. First, let’s start with what that process looks like for healthcare content:
(Big thanks to Ahava Leibtag for putting together this great graphic.)
Step 1: Planning — Use organic search terms to guide your content writing
Google Analytics offers the chance to see all the organic search terms that your visitors used to find your website (minus those scoundrels who chose anonymity!).… Read the rest
On Tuesday June 11, DataPop started its week long ad-writing competition. Last Wednesday, the winners were announced! Among 112 fierce competitors and 690 of the best written ads, Fathom took home 6 of the top 25 spots on the leader board (more than any other company). The ranking Fathom employees include Kelly Krasuna, Courtney Demko, Cody Blair, Noah Brooks, Joe Castro and the winner of the number one spot went to Fathom’s own Amanda Jerele.
In order to write the ads for the competition, each contestant was given a product and basic information about a consumer.… Read the rest
In June, Fathom started an Associate Development Program, or “ADP” for short. The ADP is designed to train interns for 6 months on a track that ultimately leads to full-time employment. Their experiences will be chronicled on the blog as they learn about the ins and outs of marketing and analytics.
In this first edition, we’ll simply introduce the new “associates” and get their initial thoughts on the program.
- College: Virginia Marti College of Art and Design
- Major: Digital Media
- Hometown: Lakewood
- Team: The Untouchables
- Prior Experience: Video Production Associate at Fathom
“I’m a bit of an unusual ADP case in the sense that I have been with Fathom for 1.5 years. … Read the rest
New research from the Deloitte Center for Health Solutions shows healthcare providers offer numerous online services to their patients, with emailing/texting being the most prominent, followed by visit scheduling and test result access (via iHealthBeat).
The 2012 online survey of 613 U.S. primary care and specialist physicians (PDF) yielded:
- 33%: Email/text with patients
- 24%: Visit scheduling, test result access
- 19%: Prescription refill tools
- 15%: Telehealth consultations
- 4%: Price data for routine services
These responses were answers to the question: What types of online tools and services do healthcare providers offer to their patients?… Read the rest