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13 Imperatives for Hospital Marketers from 13 Top Experts [free ebook]

  • Posted by Nigel Edelshain
  • On July 29, 2015

hospital-imperatives-ebook-coverWhat can your health system do to build community online? How can you get every member of your staff in sync with your brand promise? What can you do to track marketing campaigns more effectively? How can you be ready to meet the needs of patients on the go? What should you do to make the most of the technologies you’re already using?

You’ll find the answers to all of these questions and more in our new ebook, 13 Imperatives for Hospital Marketers from 13 Top Experts.

With contributions by Ahava Leibtag, David Meerman Scott, Ed Bennett, Robert Rose of the Content Marketing Institute, and nine other content marketing and healthcare marketing experts, this ebook can guide you as you make your marketing plan for 2016. Their articles will show you the latest hospital marketing trends and help you improve everything from content creation and management to community building to campaign tracking.

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How to steal content and get away with it

  • Posted by Nigel Edelshain
  • On June 11, 2014

This blog talks a lot about the benefits of content marketing but we don’t often talk about the pain of content marketing.

This content marketing stuff is a lot of work.

Each blog post like this can take an hour to develop and write. When we are doing a few of these every week. That’s a few hours per week dedicated just to blogging. Who has the time?

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Mobile marketing for doctors

  • Posted by Nigel Edelshain
  • On April 3, 2014

I was just at my regular doctor and she gave me the names of a couple of specialists for this medical issue I’m experiencing.

Like all of us, I’m rushing around and need to get a chore done before I run back to the office. I need to mail a package and so there I am stuck in the line at the post office again. Well I guess while I’m stuck in this line I’ll pull out my iPhone and take a look at these specialists’ websites and learn about them.

I’m not sure which one I want to use but I definitely want the one that gives me the greatest confidence. I’m not putting such an important health matter in the hands of someone that does not look totally competent and buttoned-down.

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Writing a good blog post for your medical practice

  • Posted by wainscot
  • On March 28, 2014

If you’re reading this, then you’ve proved that blogs are a good way to get people’s attention.

We posted recently about why blogs are important to help grow your medical practice. A research study by Pew found that 72% of internet users were “online health seekers”- that is, they searched the web for some type of healthcare information.

A blog will not only help you be found (by showing up more often in search results) but will help you show your expertise as a healthcare provider: PwC found that 61% of consumers trust online health information that is shared by a doctor, and your blog is an opportunity for you to share your knowledge.

By now you know that the best time to start a blog is now, but how exactly can you blog most effectively? Here are some tips to writing a good blog post that will help grow your medical practice.

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What is the app Instagram?

  • Posted by wainscot
  • On March 26, 2014

We all know that a picture is worth a thousand words, but in the case of Instagram, your pictures may be worth more revenue for your business. A study by SumAll found that Instagram accounts for a 1.5-3.5% increase in revenue for US businesses (3.6% in the UK).

What is Instagram? Launched in October 2010, it’s a photo-sharing app that was originally only available for iPhones but is now also available for Android and Windows phones. Instagram was acquired by Facebook in February 2012, and today over 20 million photos are posted daily.

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What do the Facebook Page layout changes mean for my local business?

  • Posted by wainscot
  • On March 19, 2014

If there’s one thing that’s remained constant with Facebook since its creation in 2004, it’s change.

In 2012, the traditional “wall” design for Pages was replaced with the “Timeline”. Facebook users tend to be initially resistant to change- a poll by SodaHead in early 2012 showed that 70% didn’t like the Timeline design.

Earlier this month, Facebook unveiled yet another set of changes to come to Pages.

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Local business social media use

  • Posted by wainscot
  • On March 14, 2014
Just this morning, Vertical Response published an infographic about how local businesses use social media.
 The information comes from a survey of over 400 Vertical Response small business customers on their use of social media. If you own a local business this might be of interest to you.
 Here are some key points:

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What does Facebook’s Pages to Watch mean for my small business?

  • Posted by wainscot
  • On March 12, 2014

Facebook is an important tool for small business marketers. If you are an Admin for a Facebook page, you might have noticed some pretty significant changes recently. The most notable of these is the addition of the Pages to Watch feature, which allows Page Admins to track the statistics of their competitors pages.

InsideFacebook suggested that Facebook had begun testing the feature as early as August 2013, but like many other changes, Pages to Watch was rolled out over an extended period of time and only just recently became available for all Pages. But what IS “Pages to Watch”, and what will it mean for your business?

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Lead Nurturing, for small businesses too

  • Posted by Nigel Edelshain
  • On January 15, 2014

“Lead nurturing” sounds too geeky for any small business to bother with but in fact is totally necessary if you are serious about digital marketing.

“Lead nurturing” is a fancy way of saying “staying in touch”. (That probably sounds more achievable already.)

Specifically, lead nurturing is about staying in touch with consumers that have visited your website or blog and filled out a form on a landing page (typically for some kind of offer, say a discount coupon, or piece of content, like an ebook.)

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What’s a call-to-action?

  • Posted by Nigel Edelshain
  • On January 14, 2014

A call-to-action (CTA) is a graphic or line of text that motivates your visitors to take action.

CTA’s are one of key elements in turning your content marketing from “library” into “sales machine”.

A CTA takes your visitor from a content piece like a blog post and sends them to a landing page.On the landing page you offer your visitor the chance to exchange their contact information for an offer—often a piece of premium content like an ebook. Once your visitor’s contact information is logged in your (email, marketing or CRM) system you have the ability to perform email marketing to them, “nurturing” them to one day become a “real” sales lead.

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