ION – medical marketing buzz

Kickstart Your Fledgling Twitter Account

030116_3_md Finding the first 50 followers on your new Twitter handle can be a pull. Especially if your medical brand has low awareness, or you’re targeting physicians or others who have grown wary of Twitter from sales pitches.
  1. Job No. 1  is interact with your followers. Prove that your brand has a personality and that you actually care about the people on your feed. Respond to mentions, retweets, and make an effort to start conversations.
  2. Stop pushing offers and product photos. It’s a huge turnoff when someone visits your Twitter Home Page and it’s wallpapered with ads.
  3. Focus content in several key areas important to your brand.
  4. Find other accounts similar to yours, and follow their followers.
  5. Beware the ratio of Followers to Following.
  6. Follow people who have a significant number of followers. This sounds obvious, but these are the Twitterati that will expand your reach.
  7. Follow people who are almost obligated to follow you back, e.g. suppliers, certain customers, and, of course, your mom.
  8. Find active social media users in your company, and ask them to follow your account, and share its content.
  9. Unfollow the slackers. After a couple of weeks, use a service like ManageFlitter to find out who is not following you back and cut them loose. They may be more open to following you back once your account matures.
  10. Don’t fall into the trap of following people who are not in the target audience you defined. They won’t help grow your account, and they will artificially inflate your numbers.
  11. Make sure that your content is unique and fits your brand; and check the URLs you scrape to ensure what you’re promoting is worth the trip.

Adult Coloring Books Reduce Stress and Pain

Coloring books decrease stress Five of the top 10 best selling books in the U.S. this past holiday season were adult coloring books. So what’s driving this craze? Have our chaotic lives pushed us to the point of no return? Do we just crave a return to childhood when the aroma of a new crayon made our hearts race? In a 2012 survey sponsored by Adobe, only one in four respondents said they were living up to their creative potential. But 52% of the surveyed Americans, more than any other nationality, described themselves as "creative". Creativity. Best practiced daily. Whether you consider yourself artistic or not, research points to the importance of incorporating creativity in our daily lives. In one study, Yale researcher Zorana Ivcevic examined traits associated with "everyday creativity". How we express ourselves with personal style. And devising ways to cope with daily challenges. Those who ranked higher on "creative lifestyle" tended to be more conscientious, and more likely to seek personal growth. Art shortens hospital stays In a study of 30 women with disabling chronic illness, those who had taken up art described it as "cathartic", distracting their thoughts away from their pain and promoting feelings of "flow and spontaneity". Research also suggests that engaging patients with art can shorten hospital stays by reducing stress and anxiety... Coloring involves a simple choice: Which color and where does it go? After a long day, choosing a crayon helps relieve decision fatigue and provides refreshing sense of self-control. Who knew a simple coloring book could be such a powerful self-help tool? Susan Abramovitz, president of Ideopia B2B and B2C advertising, is a paper crafter, adventurous cook, and an avid fan of the online game "Hay Day". Learn more about coloring Find adult coloring books in department stores like Target , crafter hangouts like Michael’s and Joann’s, and Amazon.com The ancient Origins of Your Obsession with Coloring Books stretch back 1,000 years and share meditative benefits first discovered by Buddhists.

What to do about the Google’s Hike in Search Ad Prices

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Is your medical or healthcare brand is dependent on Google Adwords for traffic or sales, this latest news from Google affects you.

Is your medical or healthcare brand is dependent on Google Adwords for traffic or sales, this latest news from Google affects you.

In February, with no warning, Google removed the right-hand column of ads on its search results. The side effects are serious for marketers who depend on Google search ads (Adwords) for traffic and organic traffic. Essentially, that means all of us.

Dwindling supply. Higher prices.

In the Adwords accounts we’ve managed, cost per click has risen from 14% to 30% in two weeks. Your choice is either to hike your Adwords budget, or make due with fewer clicks.

Prepare for lower organic search traffic.

By placing cost-per-click ads on top, there may only mean be room for five organic search results on page one. As they say, if you want to hide a body, put it on page 2 of Google results.

Net effect.

Search ads will get more clicks than organic results because they’re higher on the page. With fewer positions available on first page result, you’ll need to aim for positions one through five instead of top 10.

Organic search traffic is a measure of how popular Google thinks your site is after plugging hundreds of factors into their algorithm.

What to do...

Scheduling campaigns for times of lower demand

Clean house. Look for keywords that trigger your ads that aren’t relevant to your business and remove them. Check your site content against your marketing goals. Can you narrow your focus and improve your overall ranking?

Use longer tail keyword phrases. Instead of "restaurant Buffalo" try "downtown French Restaurant Buffalo."

Optimize your website for organic search (SEO). Start by checking for high bounce rates on key pages. Note the last time you upgraded content, and check how competitors rank on your keyword phrases. Problems? Check with a reputable SEO or web developer.

High-Value Customers Critical for Medical Device Profits

RockingItWithHighLifetimeValueCustomersMED_Image The reward system for CEOs and CMOs is often pegged to short-term (quarterly or annual) sales and ROI. Unfortunately, this tells us next to nothing about future performance. That's why we believe a more valuable metric is Customer Lifetime Value (CLV). The Marketing Accountability Standards Board defines CLV as “the present value of all revenue from the consumer during their entire relationship with a company.” Why should you care?
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Have you tried to buy a domain name for a website lately? Then you know exactly what we’re talking Have you tried to buy a domain name for a new medical device? Then you know exactly what we’re talking about. Like a Vegas slot machine, you plugged dozens of names into a domain lookup service. Sometime in the wee hours, maybe, you got lucky.

The problem starts with generic terms. They’ll thwart your attempts to find a domain name shorter than the alphabet. Then there are domain trolls, who purchase large lots of names and resell them for thousands of dollars.

Whether you’re a hospital or a wonder drug pharmaceutical company, you can dodge trolls by using the technique below.


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For 11 consecutive years, Ideopia has won heavy metal in the Aster Awards, an international medical marketing competition. Clients like awards, too, but they’re much more excited about the results. So we'd like to tell you the marketing case studies behind our last three Asters. case-studies-be-home Silver for ophthalmic distributor website redesign Bell, an ophthalmic distributor in Westville, New Jersey, new website. The main goals of the web development process were to increase traffic, improve usability and flow for site visitors, implement e-commerce, and build a mobile-friendly site. The search engine optimization (SEO) challenge was to target the site to specific locations within a two-hour drive from Bell’s headquarters. Our client’s goal is to provide personal, on-site service to his customers. This is a heavily populated area that includes Philadelphia, Baltimore and Manhattan, and slices of other cities in Maryland and Delaware. The site now ranks in the top five on Google with all major keywords throughout the target area. To create churn with fresh content, a blog and an e-newsletter were added. And , thanks to a content management system (CMS), our client can make content changes to the site himself. The project results include a 125% increase in traffic, similar increases in time spent on the site, and page views. aster_surgical Surgical Microscope Ad Campaign Turns Silver Ideopia won Silver in the Magazine Category for a print advertising campaign that introduced Haag-Streit surgical microscopes to the U.S. market. Haag-Streit, an international medical equipment and device manufacturer, is based in Berne, Switzerland; and Mason, Ohio. The two challenges we faced were 1) creative: how do we differentiate Haag-Streit from its competitors conceptually, and 2) strategic: what is our argument for increasing brand preference? The answer was leveraging the client’s German and Swiss heritage to support its claim of superior optics. Results? The campaign drove demand in two markets: neurosurgery and ophthalmology. aster_treebie Tree-Hugging Self Promotion is Pure Gold

Ideopia delivers its first Treebie to client Avure Technologies.

Ideopia received a Gold Award for a self-promotion project that encouraged recycling and social responsibility. We started off by giving our clients a Treebie with every print job. The donated tree was planted by the Arbor Day Foundation, or local Hamilton Country parks. A mini site that explains the effects of deforestation supports the campaign. Treebies were promoted to our clients and prospects via email, social media, public relations, and good old door to door. See video. For us, it's a success because it reflects our environmental values to the outside world and prospective clients. We’re proud of it, and we intend to build on it. View more Ideopia Medical case studies.