Hospital Marketing Journal

QR Codes Gaining Popularity

by Nancy Daugherty

Information at the click of a mouse, in the palm of your hand—and now by the scan of a code? That’s right. QR codes, short for quick response codes, are those small barcode look-a-like things that you may have seen in the corner of advertisements, magazines, or billboards that literally connect you to information when scanned. These two-dimensional codes are more than just funny looking black and white squares. When scanned by a smartphone’s QR reader, the code directs you to a landing page where you can view videos, promotional content, or other information. While QR codes are just beginning to gain popularity in the U.S., they have actually been around since the 1990’s. Created in Japan by Toyota in 1994, QR codes were originally used to track automotive parts as they were distributed to various manufacturers across the world. Now, they have become mobile-friendly ways to instantly connect people to online resources. Fast-food restaurants place them on food and beverage containers to connect consumers to their product’s nutritional information. It’s a tool that businesses use to engage consumers with their brand by placing them on business cards or brochures to drive traffic to their website, social media platforms, and to coupons or discount codes. Hospitals are also using QR codes in many ways: on their hospital directories to give people directions to various locations, introduce new services or facilities, and promote teen health education.  QR codes are emerging on print campaigns to promote new physicians directing viewers to a YouTube interview with that physician or to promote a service line with a patient video testimonial. Caution must be used; however, because thought and creativity are essential when including a QR code in promotions. It's work to scan a barcode, so users have higher expectations as to what content they will find. If you think QR codes are just a fad, consider this; now you no longer have to find the nearest computer, or spend time Google searching on your phone to access information because QR codes allow you to be directly connected no matter where you are, and with the rising number of smartphone users, QR code usage rates have steadily increased. Businesses, organizations, and marketers are also seeing the value because they can track user engagement by seeing the number of people who scanned their code, how much time they spent on their site, and what they are doing on their site. That data can be analyzed and used to make decisions about future marketing campaigns. In today’s world that relies heavily on hand held devices to access information, QR codes are definitely something to look out for. Have you utilized QR Codes for your organization?  Have you ever scanned a QR Code?

Measuring Social Media on the Web

by Nancy Daugherty

Digital communications over the internet have opened, to hospitals and healthcare organizations, a growing trove of marketing channels; particularly those built around search and social networking.   With an opportunity of abundance comes a challenge of control. Using social media marketing to build awareness and affinity around your brand and web presence can be a boon, but trying to understand the complexities of how well your marketing vehicles perform online can seem like an anchor.  A solid digital presence relies on your ability to recognize your reach and influence within the world of the web. Significant resources are often applied to this challenge, but there are free options available that give healthcare managers – marketing or otherwise – access to basic measures of engagement and effectiveness. These tools measure an array of elements; from visitor page counts and tracking, to the ‘hottest’ spots on your site (through analysis of click patterns). These examples cover many of the more popular marketing channels on the web: Google Analytics – gives you a view of the traffic flow into and around your website. It can tell you if visitors arrive through search engines, display advertising, pay-per-click networks, or email marketing.  It also provides data on time spent with your site and the next web destination for visitors. FaceBook Insights – a tool for understanding your followers on Facebook. Demographic info, as well as psychographic clues like activities, comments and wall posts, give a glimpse into the consumer who is most engaged with your social media. Feedburner – if you are blogging or providing other content, know more about your content consumers.  This tool gives you data on where and how your subscribers came to find your RSS feeds. Post Rank – if your site is powered by WordPress, get analytics that identify where and how visitors engage your site, and what they do while visiting.  This tool provides near real-time snapshots, as it refreshes data daily. Twitalyzer – analytics for the Twittersphere.  This tool, provided by Twitter, delivers detailed metrics on engagement and ‘clout’ for individual Twitter accounts. YouTube Insights – view detailed statistics about the videos that you upload to your YouTube site. Understand the number of unique viewers as well as total views, broken-out by geographic regions.  Benchmark your data against all videos in that market over a given time period. Maximizing viewer engagement and optimizing your reach is at the core of success in any digital marketing campaign; and social media marketing on the web is becoming a more and more valuable ‘community communication’ channel for healthcare organizations. Measuring the impact of your campaign on the web should give a much better picture of overall effectiveness. Have you had experience or success with measuring your online impact? If so, how has it impacted your present marketing efforts?

 

 

 

Making Data Work for the Consumer

by Scott Mosley

Americans today have direct access to an unprecedented and rapidly-expanding amount of data. This can easily lead to the paralysis of data overload, if raw data is not filtered and focused through the thoughtful and purposeful use of consumer-oriented decision support platforms. A wide range of decision support platforms/tools are available to today’s healthcare consumer. However, studies of the extent to which these tools are effectively employed suggest very mixed results. There are a number of barriers which account for this mixed effectiveness, many arising from the design, content, format and dissemination of the tools themselves. Limited consumer awareness of information sources and data repositories. Few people really know where to look for the information they need. Poor tool design and confusing presentation of complex information. As educated as consumers have become, effectively digesting outcomes data requires a level of sophistication which is rare in the general population. Lack of relevant content supporting the comparison of individual practitioners and healthcare organizations. Most of the time, data is so general that it’s of little value in making relevant side-by-side evaluations. Low levels of data literacy often limit data consumption. Particularly among the growing elderly population, reading healthcare data can be a very challenging proposition. Lack of online access to data repositories remains a factor. This is particular true where the nation’s poor and underserved populations are concerned. Lack of trust in the source of data. The extent to which selective or self-serving analysis comes into play makes many data sources highly suspect to many consumers. Difficulty engaging healthcare practitioners to discuss relevant information. A general lack of time and training on the part of practitioners and the absence of incentives often present insurmountable barriers to consumers in their attempts to engage physicians and other providers in meaningful dialogue. Considering the collective impact of these barriers suggests that there are steps which can be taken to dramatically enhance the utility of decision support platforms/tools. The designers of these platforms can do a better job of considering the context within which information is being sought and will most often be used. The user-friendly presentation of data in formats specifically geared toward comparison and basic decision-making can go a long way in easing many common consumer frustrations. The testing of consumer functionality, through focus groups and similar techniques that engage potential users can also play a major role in ensuring that tools are capable of satisfying the most common needs and interests of consumers. Studies suggest that report cards can be positive tools in guiding consumer decision-making when the information is easy to understand. Tool developers need to be challenged to present sometimes complex information in simple formats, helping users to more easily access relevant content, apply it to their particular circumstances and understand its specific implications. This means providing assistance in breaking complicated decisions down into discrete steps and simplifying difficult tradeoffs, like the choice between cost and quality. It means making navigation easier with the guidance of simple, easy-to-understand words, symbols and graphics and giving information greater resonance through the use of color, rankings, summary tables and reinforcing narratives. It means layering information so only the necessary level of depth indicated by the decision at play is imposed. The availability of healthcare information is greater today than ever before, but mere availability is only half the battle for enhanced transparency. We still have a long way to go in making healthcare data usable for the average consumer. And, even further to ensure a good foundation for healthcare decision-making.

Free iPhone Apps every Marketing Professional Should Have

by Ashley Sollars

Ten Adams Blog Manager

When I purchased my first iPhone a few weeks ago, my first priority was not business. And, as long as we are being honest here, I have spent the first couple of weeks downloading social media apps, games and other non-business related apps that I never knew existed but can’t live without. (Everyone needs the Wisconsin Cheese Cupid app, right?) When I sat down to write this blog, my goal was simple: What free apps can I find that would make my life as a marketing professional easier and more efficient? See my list below and feel free to chime in on any apps that are designed for the busy marketing practitioner.

iClick Powerpoint Remote Go to your next PowerPoint presentation in style with i-Clickr PowerPoint Remote for iPhone/iPod Touch. Complete control of your PowerPoint presentation including animations. View your slides AND slide notes directly on your iPhone/iPod Touch during your presentation. Navigate through your slides with finger swipes and taps. Grab your audience's attention with realtime annotations. Help you track your presentation time with onboard clock. Set presentation alarm so that your iPhone/iPod Touch will alert you with a silent buzz before your time runs out. Work with both Windows and Mac Office (see below for the Office versions supported).   

 MobileMe iDisk  With MobileMe iDisk, it’s easy to store, access, and share files online. You have plenty of storage space — even large files are no problem. Just add the files you need to your iDisk, and whatever you upload will be there for you to download using a web browser on any computer or using the iDisk App for iPhone or iPod touch.  

USA Today The latest news stories, scores, weather and photos you've come to expect from USA TODAY are now available for your iPhone and iPod touch. Staying informed on the go has never been this quick, easy or enjoyable.   

  Drop Box Dropbox works with its web service that lets you keep files in multiple computers in sync as well as make it available via a web interface. Dropbox iPhone app lets you access those files on your iPhone now!  

InstaPaper Simply install the Instapaper app and download your unread articles when you have WiFi, EDGE, or 3G coverage, then you can read them anytime: on the train, on the bus, on line at the bank, or in space (you never know).  

Personal Assistant Ten essential life management application in one app: credit card control, bank account status, investment portfolio, cell minute tracker, frequent flyer miles, travel itineraries, shopping management, bill management, Netflix queue, and alerts. 

Lockbox Lockbox is a password & secret information storage native 3rd party app for the iPhone. You can add, edit, remove, and view your password list. It stores passwords for websites (or any system), credit card info, or any secret information you need to keep ready at hand, encrypted on your iPhone. Lockbox stores your passwords by encrypting them via AES128.    

 Avis Reservation App If you're always on the move, just grab your iPhone and make an Avis reservation any time, anywhere. No need to access a computer or call an agent. Now iPhone puts car rental reservations at your fingertips! With the Avis Reservation Application, all iPhone and iPod Touch users can reserve vehicles at airport locations in the U.S. and Canada. Besides creating a reservation, users can instantly access reduced rates and other benefits, just by providing an Avis Worldwide Discount (AWD) number, Wizard number, and/or coupon code.   

AAA Roadside AAA’s legendary roadside assistance is available easily through the iPhone App Store. Your current location and specific information about your vehicle’s trouble is automatically sent to AAA for rapid  response. Avoid waiting on the phone and receive confirmation that the information sent to the AAA roadside problem-solving technician is correct.  

The iPhone is an Internet and multimedia enabled smartphone designed and marketed by Apple Inc. Because its minimal hardware interface lacks a physical keyboard, the multi-touch screen renders a virtual keyboard when necessary. The iPhone functions as a camera phone (also including text messaging and visual voicemail), a portable media player (equivalent to a video iPod), and an Internet client (with email, web browsing, and Wi-Fi connectivity). -wikipedia