The best of digital – 2011
As we glance in the rear view mirror at 2011, it is worth noting that the year brought us some shining examples of practical and perky applications, websites and platforms that can keep us engaged nearly 24/7. While I believe that we stay too connected to our techno-gadgetry, I find that a recap of the best of the year is worthy of a quick audit.
The following is a compiled list of the “best of” 2011 in several categories.
The 50 Best Websites of 2011 – TIME Magazine
The 50 Best iPhone Apps of 2011 – TIME Magazine
The Best Blogs of 2011 – TIME Magazine
Top 10 iPhone Medical Apps for 2011 – MobiHealth News
Apple’s Top 5 iPhone & iPad Apps of 2011 – iMedicalApps
Top 10 Marketing Sites, Apps and Tools of 2011 – Larry Chase’s Digest
Top iPhone Apps for Online Marketing – Business Marketing Blog
22 Social Media Marketing Management Software & Services – TopRank
Enjoy!
Don’t Let Marketing Language Mislead Patients
Campaign microsites no longer optional
Learn how health care organizations are using their microsites to enhance their campaigns.
What elements are necessary to implement a successful awareness campaign?
Awareness campaigns are often the first step to introduce your audience to a new service, staff member, program or facility. Unfortunately, awareness campaigns have been used as a stand-in when more substantial marketing, branding, credibility or trafficking campaigns may be needed.
By definition, awareness campaigns are designed to build familiarity and create top-of-mind brand affiliation. Do not count on an awareness campaign to do more than it is designed to do. It is not the best method to convey complex messages, emotional appeals, branding messages, lists of services, building credibility or traffic. Awareness campaigns should leave your audience with a simple name and affiliation that can be recalled when they need it. The very succinct message or name should have a sustainable ring that stays with your audience – “Remember X when you need it.”
A progressive, modern awareness campaign has:
- Support from top management. Leadership must walk the walk, talk the talk and reinforce the message constantly.
- Measurement/metric thresholds that can be repeated with exacting accuracy before the campaign, three months, six months, one year and several years later to account for trending and awareness campaign investments.
- A simple name, icon or message. If you have more than three words for your audience to remember, your statistical chance of unaided recall is significantly diminished.
- Longevity. Your awareness message needs to be an essential element in future marketing, branding or communication campaigns. It doesn’t have to dominate future campaigns, but it must be present.
- A viral appeal. The best awareness campaigns are repeatable by your audience. If you don’t use your audience to springboard your message, you’ve missed out on a million-dollar opportunity. They spread the word.
- Natural integration ability. In our modern world of communication, your message has to be not only compatible with social media, existing web messaging as well as traditional modes of message delivery, but also include incentive for your message advocates to persuade them to incorporate the message into their own social communications.
- Easy access to more information. Don’t forget to include a “go to” element – a site, microsite, phone number, etc.
- Unaided recall. If your audience can’t remember it, you’ve wasted your time and money. There is no such thing as an awareness message being short or too frequent.
Follow these guidelines and you will have a productive and measurable awareness campaign.
Elizabeth L. Scott
escott@ravennewmedia.com
What are the key elements to successfully integrate a public relations strategy into an advertising campaign?
As with all strong campaigns, plan early and bring your PR team (internal or external) to the table as stakeholders – not as task managers. Don’t forget to be:
- Inclusive–share responsibilities and credit in campaign successes; and
- Appreciative–thank them for their dedication, talent and involvement in the campaign.
As you include your PR colleagues in your major marketing and advertising initiatives, you will have a greater chance of being included in planning PR campaigns – thus extending the reach of campaigns and publicity. It’s not easy, but this collaboration is a worthwhile investment.
The following PR elements work well with an integrated advertising campaign:
- Editorial opportunities: Work with PR to mine for editorial story angles that can be pitched to local media. Keep promotion to an absolute minimum. Embed underlying campaign messaging and do not overtly mention the campaign.
- Advertorials: If you are unable to hook unpaid media, consider an advertorial option in targeted publications. Again, keep promotion to a minimum.
- Patient stories: Relevant patient stories that subtly support the core of your campaign and have a simple CTA/URL at the end of the article work well without “selling.”
- Contests or prizes: Make it fun. Consider a giveaway associated with your new campaign.
- Angle: Have an angle for your PR elements. PR for your campaign should be a “cousin” element, not a twin to your campaign information.
- Events: Don’t forget to plug into existing service line, health fair or sponsorship events.
- Use your tag or memorable campaign image: For a limited time, use your campaign tag line or strong visual reference in existing press releases as well as inbound or outbound calls.
- Social media support: Ask for PR help with social media channels. Again, stay away from overt campaign references but entice social “listeners” by tying in to contests or events.
- Internal communications: Ask PR to help with a time-limited footer for internal communications, email and messaging on your intranet.
- Reinforce your message: Work with PR to come up with creative messaging on supplemental elements – nurse buttons, shirts, etc.
- Internal publications: Don’t forget to schedule editorial coverage within your hospital or health care system’s publications
Integration is the key. Stay connected and share information freely with your PR team. Together you can make a tremendously positive impact on campaign success.
– Elizabeth L. Scott
