A Nurse’s Guide to Twitter

I recently came across an in-depth article by Paul McNamara discussing why nurses should be on Twitter and many great tips for nurses to get the most out of Twitter. It was one of the most practical articles that I’ve read and felt it was worth sharing.

“To borrow a quote from Jane Caro (you’ll find her on Twitter too), social media allows nurses and midwNurse's Guide to  Twitter headerives unmediated access to public conversations for the first time in history. Empowering stuff.” This quote from the article sums it up nicely.

But, in case you prefer bullets with what’s included in the article:

  • Twitter at events; the best way to catch everything at a conference
  • Twitter discussions; scheduled chats about a specific topic
  • Twitter tips; LOTS of tips about using twitter and setting up your twitter profile
  • Twitterisms; how to speak the language of Twitter
  • Suggestions for nurses to follow

If you are a nurse and want to share information and interact with other individuals that have the same interests, then take a few minutes to learn why Twitter may be an ideal conversation platform for you.

Read the article here: http://www.ausmed.com.au/twitter-for-nurses/

Thank you to Paul McNamara for this great content.

Quoted and shared with permission.

How to Personally Connect With Your Patients Through Mobile Marketing

AccrobatAnt Healthcare Marketing would like to introduce our second guest blog post. ‘How to Personally Connect With Your Patients Through Mobile Marketing’ was written by Sophorn Chhay from Trumpia.com. Sophorn is the Imbound Marketing Specialist at Trumpia.com. AcrobatAnt does not endorse any third party companies, but seeks to provide useful information to our readers. shutterstock_388310743

Since the dawn of the Internet, everything has gotten a little less personal and since the birth of texting, the art of service, mainly customer service, has gotten less personal as well. And all this technology has led to a change in the doctor-patient relationship. So how should you go about using the modern technology your patient’s expect while communicating with them in a way that doesn’t come across as cold and impersonal? Well, it’s really not all that hard, once you understand the many ways in which it can be done. And today, I am going to give you a variety of ideas you can use to connect with patients on a more personal level. Or at least as personal as possible when communicating digitally.

Out With the Old and In With the New

The first thing you have to do is to stop feeling like you have to deal with each of your patients personally. What I mean by this is that you don’t have to feel obligated to pick up the phone and individually call each of your patients every time you need to communicate with them.

Many healthcare providers carry the old mindset that this is what they have to do in order to deliver a personal experience to each of their patients, but that simply is not true. The fact of the matter is that your patients are busy too, and the majority of them would much rather receive a text or an email from you rather than have to take the time to answer the phone or return your phone call. Additionally, corresponding digitally makes it much easier for your patients to respond. It’s just quicker and much more convenient. And this will provide you with written records of each contact and what was said as well, without having to take the time to write everything down by hand.

It’s Time to Hone Your Digital Personality 

In order to communicate with your patient’s digitally, but still keep it personal, you will have to work on honing your digital personality by learning ways that will keep your doctor-patient relationship personal. Here are some quick tips to get you started:

  • Always use a personal identifier by using your patients name anytime you send them any type of digital message.
  • Provide your patients with a way to personally communicate with you through a contact form or some other means of digital communication such as a text message, email, etc.
  • Send your patients a birthday wish to their mobile numbers.
  • Provide your patients with a digital monthly newsletter full of health tips, healthy recipes, exercise advice, supplement recommendations, etc. Or you could just send them a funny trending health-related viral video with a note saying, “I thought you might enjoy this.” It’s been said that laughter is the best medicine, right? But really, you could send anything to show them you care about them as a person.

Other Ways to Connect With Your Patients Using Mobile Marketing 

There are so many different ways you can use mobile marketing to personalize your doctor-patient relationships. And by doing so, you will show them that you respect their time by communicating with them digitally.

Scheduling and Appointments – Allowing your patients to schedule their appointments online and sending them courtesy appointment reminders is a great way to stay digitally connected to patients. You can also take it one step further by providing them with their test results via their online patient portal so they don’t have to wait, nor do they have to schedule an appointment and take time off work for a consultation. Of course, there are times when a consultation is appropriate; however, you have complete control over the process so you can implement what information you do and don’t allow to be delivered digitally.

Medication Reminders – Digital medication refill reminders are another great way to enhance the doctor-patient relationship. People are busy and will appreciate the reminder as one less thing they have to think about.

Online payments – You can provide an option for patients to make online payments via their mobile device. This will help reduce your collection efforts and make it easier for patients to pay you quickly and easily when it is convenient for them.

Social Engagement – Engaging with your patients through social media is another way to make them want to retain you as their permanent healthcare provider. Create a Facebook page and Pinterest account to get involved with your patients on a more personal level. This will help patients get to know you better while engaging in something fun and interesting, and do not always when it has to do with a medical issue. As you know, most people don’t like going to the doctor, no matter the reason, so it helps to engage with them for other reasons periodically.

The Bottom Line

Being a healthcare provider means addressing the whole person and doing it in a way that takes away the stigma of traditional doctor-patient relationships. Relating effectively can be personal without being in person. Most of your patients will appreciate how easy you have made it for them to communicate with you. Additionally, this is a great way to show them you really do care, without spending significant amounts of time doing so.

What’s Next?

What do you think of what I’ve covered so far? Will you start using mobile marketing to build a more personal relationship with your patients? I would love to read your comments below.

Top Three Instagram Marketing Options for Healthcare Marketers

shutterstock_292931069AccrobatAnt Healthcare Marketing would like to introduce our first guest blog post. ‘Top Three Instagram Marketing Options for Healthcare Marketers’ was written by Nancy Grace from iDigic.net. Nancy is a social media writer at iDigic.net who also contributes for hundreds of other blogs. Her articles predominantly focus on Instagram marketing and are widely followed by readers from all over the world. AcrobatAnt does not endorse any third party companies, but seeks to provide useful information to our readers. 

Last year, Instagram caught the attention of healthcare marketers from around the world when it surpassed Twitter and became the second biggest social network on the Internet.

Are you promoting your healthcare or hospital services on Instagram? If not, then the following tips are just for you. Even if you already have an Instagram account for your healthcare organization, chances are that you haven’t started using the following techniques to advertise your services.

Advertising options for healthcare marketers 

For over a year, Instagram was allowing only a selective list of native brands to post sponsored ads on the network. But late last year, it opened its door to businesses of all size and scope to post premium ads. Below is a list of ad options you could try for your brand promotion.

1. Carousel ads One of the best ways to improve your ad performance is to use the carousel format. These are ads that consist of 3-5 images with captions, URLs and clickable CTAs. Users can easily swipe through the images one by one, which is much easier than scrolling down the page.

How to apply this technique in your healthcare marketing campaign: Create a series of photos of your services and put them in a carousel format showing your followers the various steps involved in the making (from step 1 to step 5). This technique would apply well for short ads but if you want to post something a bit longer, then video ads would be a great option.

2. Direct response ads – Direct response ad format works best when you are looking to get an immediate response from your followers. Most businesses use it to drive more traffic to their website. You could include CTAs like “Learn More” to encourage visitors to explore your services and “Sign Up” to increase your newsletter subscriber base.

How to apply this technique in your healthcare marketing campaign: Post images of fun-filled cooking activities in your cookery classes and include a CTA button in the post. If you are endorsing a fundraising campaign, let your visitors know how they can contribute.

Always remember, capturing the attention of your audience is what matters the most; getting them to follow you or interact is next.

3. Targeted ads – Most businesses prefer targeted ads because they put you right in front of your potential buyers. By using this ad format, you can customize your advertising content for people’s interest, gender and location.

How to apply this technique in your healthcare marketing campaign: If you are offering a product or service for women users in your area, put your ads in front of relevant people. To boost the success of your ad, come up with custom ideas for your end users like creating images with women in the picture.

By the way, before implementing these techniques for your business promotions, see to that you already have a loyal following. If you don’t people aren’t going to pay much attention. Accounts with more followers, even on Facebook and Twitter, are the ones that steal the limelight. If you wish to jazz up your profile with 10,000 real followers in just 48 hours, get in touch with iDigic.

A quick tip to boost your website traffic: The high-quality images that you have created specifically for Instagram marketing can also be shared on other popular content sharing platforms like Facebook, Twitter, Flickr and Tumblr. Even better, you can just copy the URL of your shared image on Instagram and use it on any online marketing platform for better visibility.

 

Your Brand and Nurse Recruiting

With competition for qualified nurses at an all-time high, it’s important to set yourself apart when nurses begin to consider employment opportunities. Your brand is more than your organization’s logo and tagline; it’s aligning what you want people to think about your company with what people actually think of your company.1shutterstock_334838597

Nurses desire more than a paycheck. They are looking for fulfillment, leadership opportunities, the best technology/tools available, recognition and more. Your brand, which is a culmination of all of the interactions with your organization, will show nurses what to expect from your organization more than an ad or job description. Good nurses who aren’t actively job hunting will not jump ship for a job description, but rather to work for an organization or position that they believe in.

Consider conveying your brand through:

  • Nurses or staff speaking at nursing events to showcase success. A presentation by an expert speaks louder than merely saying your organization leads in expertise.
  • Social media accolades for your nurses and organization that will draw nurses who want to be a part of a successful team.
  • An employee-referral program. “If a nurse is happy somewhere, they will bring three friends with them,” says Jean Schuerer, vice president of advertising for Gannett Healthcare Group.
  • Job descriptions that sell. They should be created with as much thought as a marketing piece. What sets your open position apart from others?
  • Clear communication upfront. There are unfavorable aspects in most open positions, so be direct about mandatory overtime, floating, daily task expectations, etc. Candidates appreciate knowing you understand their concerns and are willing to discuss them upfront, and it helps you identify the most qualified candidates.
  • Imagery of real nurses and staff. Showcasing happy, real nurses and staff conveys a sense of pride about the organization.

Brand

Every touch point and Google search of your organization either pushes someone to want to be a part of your organization or pushes them away. Take time to evaluate what your potential candidates see, hear and feel when they interact with your organization. A helpful exercise is to develop a recruiting experience map that enables your to explore the various touch points a candidate might encounter along their path to employment and ensure each touch point communicates your desired brand experience.

Read about a successful nurse recruiting effort with this case study: Effectiveness of Direct Mail & Household IP Targeting

Want to chat more about nurse recruiting? Contact Angela Harless at 918-938-7912 or AngelaHarless@AcrobatAnt.com.

1 Jay Baer – Convince & Convert. Author with Amber Naslund of The Now Revolution

 

A New Approach to Nurse Recruiting

Two nursesMany of our healthcare clients have the same problem – they need nurses. This problem will continue to compound as Baby Boomers age and the size of the population with healthcare insurance increases. With more than 8,500 employers currently sourcing for Registered Nurses, there is heavy competition to attract qualified talent.2

With healthcare organizations vying for the same pool of prospects, nurse media outlets and associations are saturated with recruiting ads touting relocation incentives, sign-on bonuses, flexible schedules and more. Healthcare organizations must now be prepared to recruit with less traditional methods and present a compelling message to potential nurses at every touch point.

Recruiting Tactics

Don’t utilize just one tactic; create a media mix to make a memorable impact on prospective nurses.2020

Indeed

Indeed is the definition of a must-do in recruiting. If you aren’t on Indeed, get there.

Direct Mail

Direct mail is a great way to target specific demographics for your ideal nurse candidate. While postage and printing can be costly, direct mail can be tracked to calculate ROI of the effort. Few other advertising tactics allow matchback, or identification of the specific applicants or interviewees responding to your mailer. Start with a budget your team is comfortable with (but a large enough sample to be relevant test). Allow 60 days and match the mail list back to inquiries, applicants and interviewees to determine if your direct mail effort yielded results. If so, repeat with a different target area or demographics. If not, focus budget on other tactics or test with a different region or demographics profile.

20Household IP Targeting

If you have a direct mail list, consider layering household IP targeting in to your media mix. Household IP targeting uses your existing direct mail list and matches it to specific computer IP addresses. Digital ads are only served to the IP addresses being targeted (and matched to your mail list) via a digital advertising network of websites. This allows your targeted mail list to receive a mailer and also see your message via digital advertising for additional impressions and improved conversion rates over direct mail alone. Testing this tactic is easy to do since we know the names being targeted and they can be matched back to measure lift over direct mail alone.

Linkedln

LinkedIn should be a platform being heavily utilized by the organization to dovetail all recruiting and organization efforts. It is a great way to build your brand’s reputation and expertise while making open positions known and targeting job seekers. Like Facebook, nurses can be targeted directly in the location desired, as well as by years of experience. Boosted posts are a great way to reach targeted nurses with relevant messages and open positions. With so many options available through LinkedIn, work with your agency or LinkedIn representative to determine a strategy that is best for your organization and budget.

Facebook

Facebook is an efficient way to expand the reach of your recruiting message. Facebook’s targeting tools go beyond Quotedemographics and allow you to target those who are likely nurses, so your advertising dollars are spent more efficiently. Most organizations have a Facebook presence; if it is not allowed in your company, perhaps you can obtain approval for a Facebook presence exclusively for HR and recruiting use. This page could be a forum for HR to post messages that are appropriate for public audiences while celebrating the culture and workforce of the organization. In addition to recruiting and job openings, the page could announce employee recognition awards, wellness initiatives and other HR initiatives that speak to the positive culture of the organization. To increase your organization’s reach, create Facebook campaigns that include both ads and boosted posts. Test messages to determine which garner the most response. Start with a limited geography and expand with additional reach and budget as messaging is fine-tuned.

Twitter

Like Facebook, Twitter advertising is best if you already have an active Twitter presence. With a variety of targeting options, Twitter is a great way to target those who are likely nurses or know nurses. Twitter also integrates nicely with a Search Engine Marketing (SEM) campaign by facilitating remarketing to those who have visited your website with Twitter as well as through digital display. As with all digital campaigns, test your messaging to improve effectiveness, and then broaden your reach and budget.

156Search Engine Marketing

If nurses are actively seeking positions in your area or for specific types of nursing positions that you offer, your organization should be at the top of the search results. While some nurses will seek their next position through an association job board or Indeed, some nurses or their families may utilize Google or another search engine to see what’s out there. If you are offering a sign-on bonus at your hospital in Tulsa, for example, don’t hide this fact—there may be a potential candidate searching for “sign-on bonus in Tulsa.” An SEM campaign will also allow for remarketing. If a potential candidate visits a nurse position page on your website, you can continue to follow them with targeted display ads after they leave your website.

Other Paid Media

Many paid advertising options through major nursing associations and websites are very cost-prohibitive. However, they do have a reach to nurses that is hard to deny. Review the media kit carefully and select option(s) that will not make you ‘one of many’ organizations, like in the print publication ads. Consider eBlasts, online ads or other targeted media options where results are more easily tracked and you have more control over timing and placement.

 

Read about a two-tactic, successful nurse recruiting effort: Effectiveness of Direct Mail & Household IP Targeting Case Study

Interested in learning more? Contact Angela Harless at 918-938-7912 or AngelaHarless@AcrobatAnt.com.

Five Keys for a Successful Senior Affinity Program

shutterstock_174759581With a growing emphasis on population health and a huge senior population, it is more important than ever for healthcare organizations to take an active role in practicing preventative medicine to keep seniors healthy. There are many factors at play in the creation of a successful senior affinity program. The suggestions below are only scratching the surface, but will help guide initial conversations with leadership to determine if a senior affinity program is an initiative worth committing to for the long-term benefit of your organization’s community.

Articulate an objective (internal) and mission (external)

Prior to development and launch of a senior affinity program, it’s important for leadership to understand why the organization is investing time and resources to this initiative– short- and long-term. With a focus on population health, senior programs are shifting purpose from building loyalty and awareness to improving the health of seniors in their community. With that shift in purpose comes a shift in how programs are structured and supported by the organization.

Once an internal purpose is determined, create a mission statement to share with the community. Developing a clear mission will help seniors understand what they are joining and why. And, a clear mission to benefit the community’s senior population will also help gain community support.

Gather and articulate program benefits 

Focus on what benefits your program will be able to offer members. Not all benefits require a monetary contribution from your organization or community businesses. Consider what your organization and area businesses already do to accommodate and attract senior patients and visitors and include those existing items in program benefits in addition to new benefits. From senior discounts at local restaurants and the gift shop to warm blankets and valet parking at the hospital, making members and potential members aware of what is offered is most important.

Remember to involve community businesses in the program– there are many that want to support a healthy and active senior community through discounts, giveaways or other incentives. The senior program wins by offering more benefits and the local businesses win by gaining another marketing avenue directly to seniors.

Develop membership/welcome kit

After joining the program, the welcome packet or informational content that you provide is their first impression of the value of the program. And, these first few impressions will likely drive whether or not they share details with their friends. Whether it’s a directory of benefits, an online health library or an upcoming calendar of events– use your initial welcome communication to inform and build excitement.

Programs, events and screenings

Before launch, your organization should have three months of senior-targeted events, programs, screenings or other social activities to offer to members. Activities don’t need to be available daily–or even weekly–but giving insight into what is available and how to be involved from when they first enroll will help ensure they get engaged and stay engaged in the program.

Don’t hesitate to include existing senior-targeted events and programs on your affinity program events calendar– from senior yoga at the fitness center to cholesterol screenings, variety and a full calendar keeps seniors active, which helps your program and their health!

Launch and ongoing logistics

Once your program launches, there are many logistics that need to be handled on an ongoing basis. It’s prudent to discuss resources needed for ongoing support prior to launch to ensure the program continues to grow without unnecessary obstacles. Consider the following:

  • How will the membership database be maintained?
  • How often will you communicate with members? How will you communicate– mail, email or both?
  • Will you communicate based on specific requests/interests or generally to all members?
  • Which annual community events will your program have a presence at or sponsor?
  • Will your program host large events annually? Twice per year?
  • Will your program need an ongoing paid media buy to recruit new members and announce events? Budget? Frequency of paid media?
  • How will your organization generate content to provide health education to members? Staff writers? Freelance writers? Third party content arrangement?
  • Which staff/volunteers will drive the direction of the program on an ongoing basis? Create an advisory board?
  • Will operations and the clinical teams support your request for ongoing free or discounted screenings?

Online Physician Reputation Management (Part 2)

Five Tips to Manage Online Physician Reputation shutterstock_295824422

Managing an online reputation seems like a daunting task, especially for a busy physician and their staff. So, here are top five areas to focus on for the greatest benefits to online reputation.

1. Check for accuracy. Even if you don’t plan to manage information on all review websites, it is important to at least ensure that the information that is listed is accurate. One of our employees recently found a physician’s personal cell phone number and home address listed on Healthgrades®. So, when she clicked to view the street address, she immediately had a street view of the physician’s home. When she called the physician’s cell phone, the doctor appreciated being notified about the personal information being displayed on a public website. If you haven’t claimed your listing, the websites do their best to find your information, but it may not be accurate. Block out some time to check your information and Google and Bing yourself to see what shows up.

2. Claim key listings. Even if you don’t claim listings on all of the review sites, it is important to claim your listings on the most popular sites (refer to pie chart from Part 1). Most are free to claim and allow you to correct information and interact with reviewers.

3. Observe trends. Focus on one or two review sites and take one hour monthly (or ask someone on your staff) to note positive and negative trends. If patients are all complaining about how long wait times or unpleasant reception staff, perhaps action needs to be taken to address those issues. Conversely, if patients routinely comment about positive care experiences, thank and reward your staff for a job well done.

4. Engage. While it’s not always possible, blocking some time out each month to engage with patients online will let patients feel heard and appreciated. Make an effort to respond to all negative reviews privately and perhaps take a moment to thank a patient publically for a positive review.

Sample Reply to negative comment: Hello [username], We appreciate your feedback and would like to find out what might have gone wrong with your visit and how we can improve next time. Please contact our office at _____ or email us at _______ so we might research your issue and prevent future negative experiences. Please do not share patient information in this public forum. Thanks, Dr. ______

Sample Reply to positive comment: Hello [username], I’m so happy to hear that you enjoyed your experience at our clinic. If you ever have any suggestions on how we can improve our practice, we’d love to hear them. Please don’t hesitate to email us at _____. We look forward to serving you in the future.

5. Encourage positive reviews. Create a simple card to hand out to patients after their appointment to request that they go online and take a moment to review their experience. The card should include which website(s) to review as well as any other details they need to know to ensure they can easily find your practice or physician name on the website.

 

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Online Physician Reputation Management (Part 1)

Why Physicians Should Manage Their Online Reputation 

As marketers, we know that word-of-mouth communication can build or destroy a brand or reputation quickly, despite whatever paid advertising is in market. It’s important to realize that word-of-mouth has now gone digital and it’s critical for physicians to understand and manage their online reputation.

According to a survey by the American Osteopathic Association, as many as 33 percent of adults consult either an online physician ratings site or a consumer review site when selecting a physician. Reputation is important, nearly half of patients (44 percent) are willing to travel and go out of their own network to choose a physician with better ratings.

Pie Chart

Patients’ most trusted review sites:

Yelp® – 26%
Healthgrades® – 26%
RateMDs – 25%
Vitals – 10%
ZocDoc – 8%
Other – 6%

*Source: Software Advice

Yelp_Reviews

Many physicians are fearful of online review sites because of the assumption that only naysayers will take the time to review them. However, in Software Advice’s Report on patients’ use of online reviews, 71 percent of survey respondents say they usually write positive or neutral reviews, and 32 percent say that their main motivation for writing reviews is to help other patients. This survey data is supported by the actual Yelp review data – an analysis of Yelp reviews show that healthcare providers, on the whole, fare better than other types of businesses reviewed.

Even if some reviews are negative, it is better to know patient frustrations than to remain unaware and not address the issues. Most patients will not think poorly of a physician because of a handful of negative reviews. However, a survey by healthcare technology company Digital Assent shows that 85 percent of patients are not comfortable choosing a physician if more than 10 percent of the reviews have a one-star rating. So, as a physician, it is best to identify the issues and fix them, before the negative reviews start to add up.

Some content is summarized from SHSMD’s Sept./Oct. 2015 issue of Spectrum. Other sources are noted throughout.

Why Personalization is Important for a Successful Digital Patient Experience

shutterstock_306968348Online patient portals have been a game changer for healthcare systems, when they are used successfully and efficiently. An online patient portal is a secure online website that gives patients the ability to access their health information anywhere, anytime, with an Internet connection.

Did you know that one in 20 Google searches are for health-related information? (Source: Google official blog) Or how about the fact that 62 percent of Americans are willing to use a mobile app to manage their health? These statistics are proof that online initiatives are still continuing to grow. With more than half of Americans willing to use mobile apps to manage their health, as a health system you should already have or be on your way to creating an online patient portal.

However, in order for your patients to be happy and satisfied with the online patient portal, it is important to be able to create a customized user experience. Receiving any form of healthcare information can be scary so when patients are checking the portal for their lab results, testing results, etc. is is important for them to feel important rather than one of many patients. “Personalization of healthcare websites and online portals is crucial because of the type and amount of information patients need, such as details about doctors, diseases, medical procedures, medications, visitation hours, billing — the list goes on and can quickly become overwhelming,” according to Spectrum.

The more you know about your user, the more you can customize patient experience. Below are a few ways to customize your online patient portal:

1. Ask your patients questions. The more questions you ask, the more personalization you can create. Ask them if they’re male or female, age range, whether they are a patient, family member, etc. These will help to design a customized experience.

2. Implement personal greetings. Once you have identified your user, make sure each user has a personalized greeting. Some examples include: “Hello, Jack. What can we help you with today?”, “Hello, Sarah. Check your latest lab results here.” Using their name and other personal information makes them feel special.

3. Ability to ask personal physician questions. This feature allows the patient to go directly to their primary doctor and ask questions regarding their health, lab results, etc., rather than having a computer system answer their questions.

4. Include personalized ways to improve users health. For the younger crowd, that might mean giving workout advice or nutrition tips. For the older crowd, that might mean heart health advice or tips on keeping your blood sugar at the right levels.

When online patient portals are used correctly, it can be a huge value to your health system as well as your patients. With today’s ever-evolving digital world, patients want a personalized and easy way to access their healthcare information.

What Is Household IP Targeting and How Can I Leverage It for My Hospital?

shutterstock_232802296Household IP targeting is a process that allows you to target specific households based on their Internet Protocol (IP) addresses. The IP address is a number that identifies your Internet connection through your Internet Service Provider (ISP), so it’s unique to each household.

Household IP targeting is as targeted as direct mail but does not include the costs of printing and mailing. Unlike direct mail, digital ads can be delivered multiple times to build frequency. So, how does it work?

1. First, determine who you wish to target. Like direct mail, you will need to start with a mailing list that includes at least the last name, street address and zip code. This list could be a database that you own, or you can purchase or rent a list based on your target demographics and other criteria.

2. Your target list is uploaded and matched to IP addresses. IP addresses will only be matched to a household if it can be matched with 98 percent certainty.

3. Create digital banner ads to serve to your targeted IP addresses. The cost is based on the number of impressions displayed to your targeted IP addresses.

Ads are shown on an advertising network on a variety of websites throughout the Internet, but only the IP addresses being targeted will see your ads. Your ads reach the exact households you have targeted without using cookies; IP addresses cannot be blocked or deleted like cookies can. It’s also important to note that you can block your ads from showing on certain websites. For example, as a Catholic health system, you may not want your ad to display on a website that shows risque content (even if your target is viewing that website).

Household IP targeting allows you to target specific households or businesses, allowing for countless healthcare marketing opportunities. For example, pediatricians wanting to reach households with children under the age of 13 can target, utilize or purchase a mailing list of women with children in the home. Using this list, they can display their digital ads to those specific households instead of all viewers on a specific website or social media network. To reinforce your message, we encourage a secondary touchpoint of direct mail to the same list.

Results are measured two ways: (1) click-through rate, in real time and (2) conversions, after the data is provided to match. Since we know which households were targeted and can see if they clicked, it’s possible to match back new appointments or patient data to determine if the patient was on the target list and if they clicked prior to their appointment. Being able to match real patient data to a known target list is a more reliable ROI calculation method than relying on someone to indicate that they received a mailer or saw your print ad.

Now you might be wondering, how do I get started? Simple. Give us a call. Household IP targeting is a very useful tool and we’d love to discuss how it may help get results for your health system. Next time you’re thinking about sending out a direct mail piece, try pairing it with household IP targeting to increase your frequency and your ability to report results.