Several corporations have gone through social media controversies. Those controversies often start with a Facebook comment or tweet from a disgruntled customer. They can create regional or even national headlines, and that has kept some healthcare companies from social media.

I don’t recommend staying away from social media – the potential for success is too strong – but there are four common rules that health care companies should follow to help avoid a social media meltdown.

-        Have a crisis plan in place. That sounds simple, and may be easy to follow during normal business hours. But social media never closes, and that can present challenges for a home health agency. Who responds to a tweet at 3 a.m.? What possible situations could arise? What response is warranted? Know the answers to those questions long before you are faced with them.

-        Try to keep communication open. Deleting Facebook posts or blocking Twitter followers is something to be avoided by a health care company. If someone brings up an issue on Facebook, respond to them as quickly as possible. Keep the conversation public, unless it involves something sensitive such as a legal or personnel issue. In those cases, the home care organization must let the public know why the conversation must be private.

-        Don’t forget about HIPAA. The treatment of a specific patient is something that shouldn’t be discussed by a home care or hospice organization. Even responding to complimentary posts that mention a specific patient by name could violate HIPAA if the organization mentions the patient name as well. Always thank participants for their feedback, but cite HIPAA when declining to discuss specific patient care, whether good or bad.

-        Be as transparent as possible. If a mistake has been made, hiding it will only double the trouble. If a scandal erupts, provide as much information as possible. Withholding that information can create a feeding frenzy that will keep the negative publicity going for days.

What other tips to you have for crisis situations in health care social media? Let us know!

As a part of the report, Dr. Agus put Weir through a series of tests, which included a costly body scan that’s not recommended for screening people with no symptoms of disease. The scan found calcium deposits in two arteries, which the doctor told Weir could put him at risk for a future heart attack. However, since the program aired other doctors have challenged that assessment. These discussions have lead to an increase in media coverage focused heavily on heart disease, ABC News’ reporting techniques and the medical community’s position on the use of full body CT scans. This poses the question – Was this particular health care marketing strategy effective in garnering media coverage of Dr. Agus’ new book and his mission to promote health and wellness?

Often public relations executives will offer reporters the opportunity to conduct a first hand experience with a service or product. In health care marketing, this can be a very effective tactic to help garner media coverage. However, to ensure that key messages remain on point and the publicity generated is positive it requires the skills and guidance of seasoned public relations professionals.

According to one blogger’s analysis of this health care marketing strategy, “rather than frightening the worried well with this one reporter’s anecdote, the piece could have explained what evidence-based recommendations state. They could have explained different risk categories.” If executed appropriately, Weir’s story should have also provided Dr. Agus with a platform and ongoing opportunities to discuss the main focus of his book – the importance of individuals becoming their own health advocates.

Before beginning a proactive media outreach campaign, it’s important that a company seek the assistance of a public relations professional to develop the following as a part of its health care marketing initiative:

• A strategic media outreach execution plan
• Key message development and support materials
• Spokesperson media training

These three elements could mean the difference between a successful public relations campaign and one that misses the mark.

How do you execute a successful media outreach campaign?

When tasked with finding avenues to benefit the partners that support tourism efforts, plans were created to offer business and service discounts to non-residents. These discounts were meant to foster additional visitation to some of the very businesses that fund tourism efforts. After careful planning and client consultation, it was decided that a multi-faceted coupon book for local businesses and services would fit the bill nicely. There would be no cost to tourism partners for participation in the coupon books, only the honoring of a nominal and redeemable discount.

The coupon book program consisted of eight key categories including hotels, restaurants, museums, attractions, outdoor sports, shopping, photography and car care. The individual discounts were fairly standard—usually between 10-20% off the regular price of goods and services. Once completed it was determined that the coupon books should be distributed primarily among true visitors to the area, not just existing residents. This was accomplished by onsite distribution of the books at several pre-determined large-scale events or celebrations—all of which typically draw crowds from across the region.

The real power of the coupon books comes from distributing to an already captive audience. Non-residents—the tourists—were already in the area attending events or celebrations and the individual coupons provided a way to lengthen stays and foster further spending in local businesses.

In today’s tight economic times, the value to discounted goods and services are still very much on the mind of the public. The coupon book was a perfect fit for the tourism partners, as they were distributed at events previously highlighted by media outreach efforts. Tourists were drawn in and given a book of local discounts, which it turn fostered additional time and spending on a local basis. They see the value in having a conversion opportunity which benefits them directly and the visitors you have attracted now have another reason to return. That’s the ultimate win-win situation.

Consequently, the effectiveness of the coupon books can be measured quite easily—as reported by the response rate of the participating category businesses. So far, the business partners have reported regular redemptions of the individual coupons and it is a program they would like to see continued once the coupon books expire later this year.

We would like to hear from you. Have you completed any couponing books or similar projects? If you have a creative example, share it with us!

The way they get that information is ever-changing. Thirty years ago, many executives would get their information from the newspaper or television. Fifteen years ago, they began to rely on computers, both at home and in their office. Now, those same executives are relying on a third distribution vehicle: their phones.

The mobile phone has evolved from a simple portable phone into a phone, camera, music player, and now, pocket computer. Smartphones such as the iPhone or Android devices allow home care executives to read emails on the go, get the latest news, and use applications to even pay their bills.

Mobile data usage is skyrocketing now, and is expected to surpass wired devices such as PCs by 2015. It has created another avenue for home care companies to reach potential customers. Home care companies have been slow to tap into social media and other Internet ideas, but they can’t sit back on mobile applications.

Select home care and hospice companies have already developed applications for customers, and at least one allows referrals straight from a mobile phone. That kind of futuristic thinking is smart, because mobile media consumption won’t be slowing down, it will just continue to grow.

Making a mobile application takes more than a programmer and a couple links to your website. Applications must have a convenience factor that helps caregivers and patients access your company at any time. At minimum, a mobile application should include direct contact links, ways to make referrals, instant directions to the nearest office, and continuously updated news about the home care industry.

It is understandable for home care companies to be hesitant when looking at the newest social media sites, but mobile integration should be a key part of your strategy for 2012. If it isn’t, your home care company may find difficulty, thanks to being hung up on old methods.

Is your company developing a mobile application? Let us know in the comments.

There are many hidden gems that can be considered a tourism attraction, if promoted properly. While it may take some heady research to find the new tourism option, in most cases they do exist and they’re usually right under your nose.

Recently, one of our clients was tasked with just such a situation. While the client has many well-known tourism assets to offer its visitors, it was time to find additional opportunities to help lure the public. And it all occurred by researching a recent trending topic—agritourism. Agritourism is defined by the American Farm Bureau as “any enterprise at a working farm, ranch or agricultural plant conducted for the enjoyment of visitors, which generates value-added income for the owner.” The latest agricultural census indicated that there are over 25,000 working farms that met this definition in 2008, bringing in an additional $566 million in revenue. It doesn’t hurt to know that it is still common knowledge that the United States is an agrarian-based country. Part of our global strength has always come from our ability to feed other nations through food exports.

Because agritourism is not necessarily the first option that comes to mind when looking for a tourism option, it takes some careful promotion to draw in the public. However, when the opportunity is coupled with activities that people enjoy and the trending topic of healthy eating, agritourism becomes that offbeat tourism option. Media outreach efforts that reach the consumer’s consciousness become successful in small ways. To wit: do you have an interest in learning to drive a farm tractor? Would you like to make some honey instead of buying it from a grocery store? Could your family stand to eat healthier and fresher produce?

A quick and cursory search of our client’s territory yielded six such agritourism options, five farms and one winery. While each has their own opportunity and limited individual outreach efforts, they become a more viable option for the public when touted together under the banner of agritourism. It then becomes absolutely plausible that an entire family might seek out an opportunity to participate in activities on a working farm and leave with grocery bags full of some of the freshest and healthiest fruits and vegetables this side of a grocery store chain. Not to mention that the experience includes the lasting effects of the agritourism visit—visible on the dinner table for the foreseeable future.

If you’re looking for tips on how to create a new tourism opportunity in your area, you’re going to have to do your homework. Talk to locals and ask them about the subject. Inquire as to their opinion on the subject of “out-of-the-way” places and activities that could be promoted to a wider audience. Check “Trending Topics” on Twitter. If you happen to find a topic that integrates a tourism opportunity within your area, find a way to gain local cooperation and promote it.

How about your tourism clients? Have you researched an offbeat or alternative tourism option and had success in promoting it? Let us know about it!

Surprisingly, many cities overlook this important first step in economic development. Instead they jump right in with economic development marketing tactics, building toward a vision that doesn’t capture the essence of their community. Starting off with research to guide economic development strategies will lead to greater efficiencies down the road in attracting and retaining businesses, developing tourism initiatives and serving residents.

Incorporate these guidelines into your inventory process for greatest success:

Immerse yourself in your community. Know past, present and future like a native, even if you’re a relative newcomer.

See your city through fresh eyes. Gather many perspectives from within and outside your target markets and demographics.

Don’t overlook the input of current residents and businesses. Talk to the people who live, work and play in your city. The results are often unexpected and you’ll build community support and engagement as an added benefit.

Share your research results with partner organizations that support economic development efforts, like the chamber of commerce, convention and visitors bureau and your community’s corporate stakeholders.

Take a close look at conflicting and inaccurate information. Sometimes misperceptions about your city can provide the most insight in crafting a consistent – and accurate – message.

Use the data you collect to define what makes you unique. These assets will be your strongest economic development marketing tools.

Compare your results against current trends and evaluate results against the competition.

Be realistic. Not every city is going to be, or needs to be, Silicon Valley.

Every destination has a unique history and character. Often it’s most difficult for community members to see these assets and appreciate the value they offer, so make sure your asset inventory is a group effort. Engage stakeholders in the process so they’ll be vested in your community’s economic vitality going forward.

Have your community branding efforts led new businesses to your community? Have your destination’s assets created residential growth? Share your success stories here.

There are a few notable engines including Powerset, Hakia, and Cognition, but in all likelihood you haven’t heard of any of these. You might be wondering why SEO for semantic search is important, and truthfully, it isn’t yet. But one major semantic search engine has recently launched that will skyrocket the popularity of these queries: Siri.

Apple recently got in trouble with several high profile pro-choice groups when a Siri search for “abortion clinics” didn’t return a result for Planned Parenthood, but instead showed a nearby pro-life counseling office. Danny Sullivan at Search Engine Land did a much better job explaining why than I could, but the bottom line is this: Siri couldn’t find Planned Parenthood when searching for an abortion clinic because Planned Parenthood doesn’t call themselves an abortion clinic. Danny gives an example for Home Depot as well, which appears for “hardware store” but not “tool store.”

So what does this mean for SEO? It means that while this isn’t a huge concern right now, it will be if Siri catches on. The implications for local search are strong as well, but I’ll cover that in a different blog post. For now, my advice would be this: Don’t throw link building and page structure in the garbage just yet. Keep this in the back of your mind when writing blog posts and website copy though – keywords are great now, but natural language may be equally important soon.

Have you considered the implications of Siri and semantic search? What are you doing to prepare for the possible rise of this new type of SEO? Let us know in the comments.

As public relations strategists, we are often retained to help increase patient census and referrals. While we are successful in executing a number of health care marketing tactics that meet this objective, we often find an effective health care marketing program requires the assistance of a medical practice’s clinical staff. This component includes following up with an existing patient or caregiver regarding their recent visit.

By incorporating a strategic patient follow up program into your health care marketing strategy you will not only increase patient satisfaction, you could decrease unnecessary readmissions.

It’s understandable that running a busy medical practice may not offer physicians and clinical staff the time needed to keep in touch personally with each patient after every visit or procedure. However, there are a few tactics that can be incorporated into a medical practice’s health care marketing strategy that addresses this unmet need.

Following are a few proven ways that physicians and clinical staff can build upon their existing relationships with patients:

-      Send a thank you note when a patient completes a visit

-      Send an email reminder before a patient’s next appointment

-      Offer a brief satisfaction survey

-      Distribute a periodic newsletter with tips about improving one’s health through diet, exercise, new products, research or other valuable information

Every medical practice is unique. It’s important to incorporate patient follow-up tactics into your health care marketing strategy that address the unique services of your medical practice and your patients’ needs. What’s key is employing tactics that allow you to make an unexpected, positive connection with existing patients and caregivers.

What unique ways have you connected with patients after a recent visit or procedure?

The secret…make the focus of the press release about people, not programs and services. Couple the great promotional material about a new program, a new location, upcoming open house or a service exclusive to your company with information about the employees involved.  Local papers have always done a good job of highlighting people in the community.  Whether it’s the star football player, teacher of the year, budding artist or a compassionate nurse, a story about a person is traditionally going to get more attention.

In this particular instance, the initial press release was designed to promote a new program being offered by the home care agency.  By packaging the information about the new offering with background information about two, local occupational therapists who would be working with patients, it became a story that had an employment angle, an economic angle, plus the health angle… not just ad copy repurposed as a press release to sell a service.

Remember, journalists are not hired to promote your company or your brand.  They are here to provide the news.  When that news involves people, it becomes a lot more interesting.  Keep this in mind, next time you write a press release or make a media pitch.  Tie in your home care staff, your caregivers, even your patients when appropriate, and your announcement may become worthy of front page coverage.