What Is the Difference Between Medical Marketing and Medical Advertising? Written by Jeff Tormey on December 10, 2021. Posted in Connect. There are many similarities between medical marketing and medical advertising. They both focus on patients, they can be integrated with each other, and they share the goal of raising awareness about a condition. However, there are some key differences between healthcare marketing and healthcare advertising that set these two tactics apart from one another. In this blog post we will discuss what the difference is between marketing and advertising in the healthcare industry. What Is Medical Marketing? Medical marketing is the process of creating and delivering messages that promote the interests of healthcare organizations and their patients. It involves understanding the needs of both groups and developing strategies to meet those needs. Medical marketers use a variety of tactics, including advertising, public relations, digital marketing, and event planning, to reach their target audiences. What Is Medical Advertising? Medical advertising is a subset of medical marketing that focuses on promoting healthcare services and products to potential patients through advertisements. It can take many forms, including print ads or television commercials. While there are some similarities between what constitutes medical marketing vs. medical advertising, the division comes from how these messages reach their target audiences: via media such as TV/radio/newspaper for advertising or through interpersonal interaction such as doctors and nurses for marketing. The Difference Between Medical Marketing and Advertising Medical marketing is a much broader term that encompasses all forms of communication used to promote the interests of healthcare organizations and their patients. This can include activities like public relations, website design, and event planning. In contrast, medical advertising is an advertising tactic that falls under the category of medical marketing. Medical marketers use various channels to reach their audiences, including print ads and radio commercials. What Is the Relationship Between Marketing and Advertising? Medical marketing can be used as a standalone approach or in conjunction with other tactics like social media, SEO/SEM services, etc., depending on the business goals of the healthcare organization. For example, an orthodontist might use medical digital marketing to promote their services among potential patients who are researching dental care online. Then, once they’ve gained someone’s interest via their website or social media profiles, they can then leverage medical advertising tactics like print ads and television commercials to put a face (and name) to their brand. Medical advertising is one of many tactics that fall under the category of medical marketing, which uses various channels to reach healthcare audiences. However, because it often involves running ads in media like print or TV, there are some key differences between what constitutes medical marketing vs. medical advertising including who they target and how/where these messages are delivered. If you’re still not sure what the difference between medical marketing and advertising is, don’t worry! We’re here to help. Feel free to contact us for more information or chat with one of our healthcare advertising experts. Dig into medical marketing; read The Biggest Challenges in Marketing in the Healthcare Industry.
What Are the Top Healthcare Marketing Trends for 2022? Written by Jeff Tormey on December 7, 2021. Posted in Connect. Healthcare marketing is a constantly changing industry. As new technologies emerge and healthcare laws change, marketers must keep up with the latest developments in order to remain relevant and competitive. In this article, we will take a look at the top healthcare digital marketing trends for 2022. Help your business flourish by using the latest healthcare marketing trends! Emerging Healthcare Marketing Trends for 2022 1) Social media advertising: Social media is a powerful tool for healthcare marketers. In 2022, we can expect to see more social media advertising campaigns aimed at reaching potential patients. Social media platforms such as Facebook and Instagram offer great opportunities for targeting specific demographics with relevant ads. In addition to traditional social media advertising, we can also expect to see more use of chatbots and other interactive technologies on social media platforms. Chatbots can be used to provide patients with information about specific treatments or conditions, and they can also be used to answer patient questions in real time. 2) Video content production: It is no secret that video content can be extremely engaging with audiences. Healthcare marketers are always looking for ways to engage potential patients, and they know that videos are an effective way of doing it. In 2022, we will see more healthcare companies producing high-quality video content in order to stand out from the competition. 3) Influencer marketing: In healthcare, it is important to build trust with patients. One of the best ways for marketers to do this in 2022 will be by teaming up with influencers who have strong relationships with their audiences. 4) Employee engagement strategies: Healthcare marketing is an ever-changing industry, and healthcare employees must be engaged in order to keep up with the latest developments. In 2022, we can expect more strategies aimed at engaging healthcare employees so that they are better equipped to help market their products or services. 5) Content creation strategies such as infographics and blogs: As we mentioned above, healthcare marketing is constantly changing. In 2022, marketers will be looking for new ways to produce engaging content that their audience wants and needs. One way they can do this in the coming years is by creating infographics and blogs about topics such as trending treatments or innovative technologies in their industry. 6) Data analytics beyond demographics: In order to create effective marketing campaigns, it is important to understand who your target audience is. However, in 2022 healthcare marketers will also be looking at other types of data such as psychographics and behavioral data in order to better understand their patients. These are just a few of the top marketing trends in the healthcare industry for 2022. As new technologies and strategies emerge, we will continue to update you. Stay tuned for more details on healthcare marketing trends from Sequence Health!
What Are Patient Portals and How Can They Enhance Your Medical Practice? Written by Jeff Tormey on December 3, 2021. Posted in Connect. Many medical practices are not taking advantage of patient portals, which is unfortunate. Patient portals are an easy way to keep your patients engaged, and help you build a strong reputation in the community. What are patient portals? Here’s a quick primer on what they are and how they can benefit your business! Patient Portals 101: What Are They? A patient portal in healthcare is basically a website that patients can log into with their own username and password to view lab results, appointment information, access their medical records online, etc. This gives them more control over their health care than ever before! There are many benefits for both the practice as well as the patients themselves that come from implementing these systems. How Patient Portals Benefit Your Practice 1. Easier access to patient medical records; this can save time and money when it comes to providing care. 2. Allows you to track your patients’ health over time, which is beneficial for preventative care. 3. Alerts you of any potential medication interactions – this could potentially save lives! 4. Enables secure online payments from patients. 5. Helps with appointment scheduling and reminders. How Patient Portals Benefit Patients 1. Gives them 24/7 access to their medical records online. No more waiting on faxes or paper copies! 2. Saves them time by allowing them to view lab results and other information electronically. 3. Provides a list of their medications, allergies, and other health information at the click of a button. 4. Allows for easy access to patient portals through smartphones or tablets. 5. Increases the likelihood patients will receive preventive care by encouraging regular checkups – this could potentially stave off illnesses before symptoms occur. 6. Patients have 24/7 access which increases satisfaction levels greatly! This also helps prevent “no shows” at appointments since many people hate missing work or school without having another way to reschedule. 7. Can reduce data entry time, which saves you money! A patient portal can do so much work for your practice automatically. Not to mention that they’re usually easy to implement as well. Medical patient portals are a great way of keeping patients informed and engaged with their healthcare provider! If you haven’t tried one yet, now is the best time to start using this technology. Do you already have a medical patient portal but are struggling to get people to use it? Read: How to Get Patients to Sign Up for Your Medical Patient Portal.
Understanding the Difference Between Patient Satisfaction vs. Patient Experience Written by Jeff Tormey on November 20, 2021. Posted in Connect, Manage. As a medical provider, you know the importance of having happy patients. And when it comes to measuring their happiness, there are two important metrics to evaluate: patient satisfaction vs. patient experience. What exactly do these terms mean? And how are they different? That’s what we’ll be explaining in this blog post. What Is Patient Satisfaction? Patient satisfaction is a quantitative metric that measures the patient’s level of happiness at any given point in time. It asks them to rank their experience from one to five stars, with five being “very satisfied.” During your initial visit with a new patient, you’ll typically document this rating on a form called an HCAHPS survey (Healthcare Consumer Assessment of Healthcare Providers and Systems). This data can then be compared against other providers who see similar patients. This allows for comparison between individual physicians as well as across larger groups, such as hospitals or medical practices. In addition to grading overall satisfaction levels, these surveys also ask specific questions about how long it takes before they were seen by someone, how often they were able to get in touch with someone about their questions, and how comfortable they felt discussing sensitive topics. What Is Patient Experience? Patient experience is a qualitative metric that looks at the patient’s actual experiences through a series of surveys, interviews, focus groups, etc. This can be done on an individual level by asking for feedback from every patient who comes into your practice or it could be done via social media sites like Yelp where patients leave reviews without being directly solicited by anyone. How Patient Satisfaction and Patient Experience Differ What’s the difference between patient experience vs. patient satisfaction? While satisfaction measures what people think of providers based on preconceived notions (often formed from marketing materials) and past experiences, experience goes beyond opinions to uncover the “why” behind them. For example: A new family doctor might have a perfect HCAHPS rating, but if they can’t listen to patients’ concerns and rush them in and out of the office without spending any time on treatment options or referrals, then their overall happiness won’t last long. Another example: A dermatologist might have a lower patient satisfaction rate because new patients don’t find it easy to book an appointment online so they call repeatedly only to be told there’s no availability for weeks. But if those same people had access via video chat, this would address their underlying concern (which is convenience) while increasing both satisfaction and experience at the same time. As you can see from these examples above, understanding how your metrics differ will help guide better marketing efforts as well as improve patient experience. For more assistance with how to measure patient satisfaction in healthcare, speak with Sequence Health. We offer patient conversion solutions that will work for you.
How Chronic Care Management Benefits Your Medical Practice Written by Jeff Tormey on November 13, 2021. Posted in Connect, Manage. Chronic care management is the latest buzzword in the medical industry, but what does it mean for your practice? CCM has many benefits for providers and patients alike. This blog post will highlight some of the benefits that a chronic care management program offers for medical practices like yours! Chronic Care Management Offers New Revenue Streams Medical practices are focused on patient care. However, no doctor’s office can survive without sufficient income. This is a reason why CCM is so important to implement. Every patient actively engaged in your chronic care management program opens up a new stream of revenue. In most cases, each patient will help you earn an additional $500+ per year. Depending on how many patients you have enrolled in these programs, that is a lot of new revenue for mostly doing things you were already doing. It Helps Patients Bond With Your Practice While it isn’t a commercial business, branding and patient perceptions matter a lot. Because CCM means working with them more often and more directly, patients enrolled in your chronic care management program will develop a bond with your practice. This means that they are more likely to come back for additional visits and recommend you to their friends and family members. You Better Meet Patients’ Needs The last thing you want as a medical provider is to fall short of meeting the needs of your patients. Those who are actively engaged in a chronic care management program will have physicians and nurses who know their medical history. This means that you can better meet patients’ needs by providing treatment options based on their previous tests, conditions, and treatments. Your Practice Will Be Valued More Highly By offering such an innovative service to your patient population, your practice will be valued more highly. This can help you win a larger portion of the market, as well as receive higher ratings from patients and their loved ones. You Can Improve Your Physician Brand In order to attract new physicians to your practice, having a chronic care management program in place is an absolute necessity. By deploying such a program, you can better improve your physician brand and attract professionals who are passionate about taking care of patients in a holistic manner. Are you uncertain how to get your chronic care management offerings off the ground? Let Sequence Health help you. We will show you why long-term patient engagement tools are worth it.
EMR vs. EHR: How Do These Two Terms Differ? Written by Jeff Tormey on November 9, 2021. Posted in Connect, Manage. The medical field is filled with abbreviations and acronyms, and at times, it gets confusing. Many of these terms are so close in meaning, they seem interchangeable. But even when they are very similar, there are key differences to be aware of. Electronic medical records (EMRs) and electronic health records (EHRs) are two terms that often get confused. They’re both important pieces of technology that have different functions. This blog post will define these two terms, explore the benefits of each, and explain how they are different from one another so you can make an informed decision about which one is right for your practice! What Is an Electronic Medical Record? An electronic medical record (EMR) is a system used to store and organize data about patient care. EMRs allow healthcare providers such as physicians, nurses, physician assistants, nurse practitioners, dietitians/nutritionists or therapists to digitize their paper records into an online format and make them more accessible within their practice. What Is Electronic Health Record? What’s the difference between EHR and EMR? Electronic health records (EHRs) are a more specific type of record that includes electronic data from patient encounters, administrative information about the practice, and billing. EHR is also different from an EMR in that it goes beyond just the medical aspects to take a more holistic look at the patient. EHRs are also designed to be shared among providers. This allows for collaborative treatment while still being within the bounds of HIPAA laws. As a result, it is easier for doctors to see things that would otherwise be missed and make important connections that aid in a diagnosis. Which Is Better: EMR or EHR? Both EMRs and EHRs can improve the quality of care patients receive as well as increase a practice’s efficiency. The difference between the two comes down to how they are best utilized for each individual or group. For example, an emergency room would benefit from using an EHR system because it allows every doctor treating a patient to have access to the same information. However, certain types of private practices might not need that level of access to all their patient records and would benefit more from EMR integration with limited sharing capabilities. No matter which is right for you, Sequence Health offers the platforms that will make your medical records work for you. To learn more, schedule your consultation or read about the benefits of an EHR built for innovation.
5 Amazing Ways For Effective Healthcare SEO Written by Jeff Tormey on November 6, 2021. Posted in Connect. As a healthcare provider, you know that it is important to be found on the internet. You also know that there are many different ways for potential patients to find your clinic or practice. Here are five creative ways to be more effective at healthcare SEO. 1. Get Blogging! First, you can create a blog. A blog is an easy way for people to learn more about your practice and the services that you provide. You also do not have to be a blogger or writer by trade in order for it to work well for you! In fact, some of the most successful blogs are written simply with their target audience in mind (plus the right keywords for healthcare). Blogs give potential patients information on what they want and need without feeling like they’re being sold something at every turn-which will help them trust this new source of healthcare information online even more than before! 2. Branch Out into Social Media Second, use social media channels such as Twitter and Facebook effectively. Social networks often times get overlooked when trying to increase exposure through organic search engine results pages (SERPs). However, social media is a great way to get your practice or clinic in front of more people. You can use hashtags and healthcare keywords on different platforms to increase visibility even further! 3. Be Sure Your About Us Is Up to Snuff Third, make sure that you have an amazing About Us section for your website as part of your SEO strategy for medical clinics. It should be easy for potential patients to find out who you are as a healthcare provider, and it should also include everything that they need, from what kind of doctor you are down to how many locations you have throughout the city where their family members will be able to go if necessary. Having this information readily available without forcing them off site with popups or intrusive ads shows credibility, which will help attract new patients using organic search results pages. 4. Embrace Visuals Fourth, optimize images! Use relevant, compelling images that connect with your target audience. This can be done easily by looking at what other people in the healthcare industry are doing and using images similar to theirs if they seem to work well or creating your own unique visuals that help tell a story about who you are as an organization or clinic. 5. Focus on Local Searches Fifth, optimize for local search results pages. Make sure that all of the information on your website is accurate when it comes to location! For example, make sure that both Google+ Local listings and Facebook’s directory listing have the correct address listed so potential patients will know exactly where you are located before even searching for clinics nearby them online. You should also include business hours because this gives users peace of mind knowing that they will be able to come into your clinic or practice when it is convenient for them. If this seems like too much to take on, hire a professional online reputation management company to increase visibility on social media platforms and build up reviews/testimonials across several directories locally. For the very best, turn to Sequence Health. And to learn more, read The Ultimate Guide to Healthcare SEO.
What is ADA & HIPPA Compliance? Written by Jeff Tormey on October 25, 2021. Posted in Connect. As a healthcare provider, you know the importance of staying on top of regulations and standards. If your medical website does not comply with ADA and HIPAA requirements, you are at risk for fines from the Department of Health and Human Services. In this article, we will discuss what these regulations mean for your website as well as some simple steps to make sure that your site is compliant! What Is ADA Compliance for Websites? The ADA was enacted in 1990 to protect individuals with disabilities from discrimination. One of its mandates is that websites are accessible to people who have visual, hearing, or physical impairments. It’s important to note that the law doesn’t just apply to public accommodations; it also applies to employment and telecommunications services offered by private entities. What Does This Mean for Your Healthcare Website? There are specific guidelines that your website must follow in order to be ADA compliant. Some of the requirements include: Captions on Videos or Sound Files: If there is any audio content, it should have a transcript for people who can’t hear it. Videos must also have captions turned on by default. Alternatives to Flash: If your website uses flash, it must have an alternative that is accessible. Navigation: The main page of your site should be navigable by keyboard only (tabbing through links) and screen reader software. It also needs to follow standard web conventions for how visitors can go back or forward in the browser. Content: All of the content on your site must be accessible by screen readers or other assistive technologies. This includes links, images, and forms so that people with disabilities can access them using adaptive equipment. It also means alt text needs to accompany every image you use (the alt attribute provides a brief description of what is in an image so that screen readers can read it out to their users). What Is HIPAA Compliance for Websites? HIPAA compliance in healthcare websites is not just about putting a lock icon on your website where you can find important information. The Health Insurance Portability and Accountability Act of 1996 protects the privacy of patients’ medical information. It applies to healthcare providers, health plans, clearinghouses (companies that process claims), data/information which are part of a standard transaction for banking or insurance purposes, as well as their business associates who have access to this sensitive information. What Does This Mean for Your Healthcare Website? HIPAA compliant website design is complex, and the law applies to many different aspects of your business. Some requirements you need to be aware of include: Disclosures on Forms: One HIPAA website requirement is that any form that asks users for sensitive information must have a link at the top or bottom with detailed information about how data will be used. Privacy policy: Your privacy policy needs to be prominently displayed on your website so that users can easily find it and read the information about how their data will be used. Accessibility: Some of these requirements are covered under ADA compliance, but HIPAA also includes requirements for making your website accessible to people with disabilities. Business Associates: This part of HIPAA applies if you outsource any work that involves PHI (protected health information). A business associate agreement needs to be in place and it outlines what they can and cannot do with the data they access from your site. Security: This part of HIPAA requires you to have reasonable security measures in place. This also includes having a privacy officer who is responsible for making sure that the policies are followed. What Should You Do Now? If your healthcare website isn’t ADA and HIPAA compliant, it’s important to take steps now so that you can avoid penalties and damage to your reputation. If you aren’t sure how to get started, Sequence Health is here to help. Contact us today so we can audit your website and discuss what needs to be done for it to become compliant with HIPAA and ADA, as well as design your complete medical digital marketing plan. Want to learn more about why compliance is important in healthcare websites? Read: Keys to a HIPAA Compliant Website.
Key Reasons Healthcare Practices Should Offer Online Scheduling Written by Jeff Tormey on October 20, 2021. Posted in Connect. The healthcare industry is currently in a state of flux. Technology has transformed the way we live and work, and medical practices are no exception to that trend. Patients want more convenience when they visit their doctors’ offices, and many physicians agree. One big change that has happened over the past few years is the advent of online scheduling for medical appointments; it offers several advantages for both patients and providers alike. The Benefits of Online Appointment Scheduling for Doctors There are several benefits to offering online scheduling for doctor’s appointments. Some of the chief advantages include increased patient convenience, better access to providers, and improved staff efficiency. However, there are many other less obvious but still very important reasons why practices should offer this service too. Here is a list of ten benefits of a doctor appointment booking system that will hopefully convince you: Increased patient satisfaction because there’s less time spent on hold with an automated service or waiting on hold with a receptionist for an appointment date. Reduced costs because fewer people show up at clinics unnecessarily (because they confused it with a different date). Improved efficiency by allowing nurses to spend more time with patients by handling fewer administrative tasks. The service easily allows for EMR integration with the right patient portal software. When scheduling online, patients are more likely to utilize other healthcare engagement solutions. Online medical schedulers reduce no-shows because patients are able to see when they have appointments scheduled. Patients gain access to more medical providers in different categories of insurance because online appointment scheduling software can schedule at virtually any clinic, urgent care center, or doctor’s office. Patients are able to schedule appointments in advance, which is especially helpful when they have chronic conditions. Online scheduling services enable patients who lack transportation or live far away from healthcare providers to get the care that they need. When patients aren’t able to visit a practice during hours of operation, online medical appointment schedulers give them another way to get in touch with their healthcare providers. Not sure how to get started with allowing patients to book medical appointments online? Sequence Health is here to help. Speak with us today about our various online solutions. Want more info now? Read our guide to successful EMR integration.
How to Design a Waiting Room Your Patients Will Love Written by Jeff Tormey on October 16, 2021. Posted in Connect. Doctors are faced with a difficult task when it comes to designing their waiting room. For them, it must be functional, holding the correct number of patients while allowing for easy flow in and out. But patients want to feel comfortable while they wait for their appointment. It can be difficult to strike the right balance, which is problematic, given your waiting room is a critical component in healthcare CRM. Luckily, there are some simple design tricks that will help you create an amazing waiting room that will make your patients love you! Here are a few waiting room ideas to keep in mind. 14 Tips for Patient-Centric Clinic Waiting Room Design Include high-quality art to make your medical or dental waiting room feel more welcoming. Place plants in the corners of the patient waiting room, adding life and visual appeal. Make sure that there is adequate lighting during both day and nighttime hours (consider using lamps instead of overhead lights). This will help ease any potential anxiety about power outages. Use neutral tones and warm colors to help patients feel more at ease in your healthcare waiting room, such as beige or light brown with pops of green color. Keep the temperature comfortable (between 68-72 degrees Fahrenheit). If you do not have air conditioning, consider using a fan during particularly hot days to enhance the waiting room experience. Increase the noise level in your waiting room. If patients are able to concentrate on their music or entertainment, they will be less likely to get frustrated with the wait time. Make sure that information is clear and easy to read for your patients. This includes any signs in your waiting room along with appointment cards/reminders if you have them available. Offer a number system to allow your patients to feel more in control of their wait time. This will also help lessen the likelihood that they will have an outburst due to frustration or anxiety from waiting too long. Consider having magazines available for those who are interested as well as water and other beverages. Make sure that your staff is friendly and approachable. Your patients should not be afraid to ask questions if they have them! Keep the area where patients are waiting discreet so they do not feel too seen. Allow for room between patients. This is especially important since the pandemic began. Make sure your furniture is ergonomic. Ensure you have spaces that are suited to those with mobility aids. Have you already made the effort to enhance your space but still find the patient experience in your waiting room is lacking? Contact Sequence Health. In addition to our various digital healthcare engagement solutions, we can offer some guidance on enhancing your physical spaces.