The Periodic Table of Success: 4 Elements to Include Every Healthcare Marketing Strategy

Running a marketing campaign (especially for a medical practice) without a concrete and well–researched content marketing strategy is like driving through a dark forest without headlights... 

That's because you're bound to hit a few obstacles (like trees!) and get lost along the way. 

As content strategists we constantly strive to generate content that's

- captivating
- understandable
- informative

... in all its various forms. When healthcare organizations are planning their content marketing efforts, there are a few basic guidelines that can definitely keep a campaign on the ultimate path to success. 

Here are 4 important elements we recommend you include in your healthcare content marketing strategy:

1) Narrow your focus.
To market content more effectively, you need to know WHO the people are you are targeting. Try to reach smaller audiences one at a time that you can categorize by segments (heart patients, mothers seeking pediatric care, internet surfers searching for a plastic surgeon, etc). This will allow you to truly impact each group of people according to the specific medical products or services they need from your business. 

2) Know the "who," "what" & "why" about your audience.
Part of knowing your current audience as well as your current patients is to fully understand the context behind their situations. Know what their specific concerns, common questions and precise interests are when they visit your company website. What motivates them to seek your care? What solutions to you currently have to offer? What made them choose your healthcare organization over your competition? 

3) Set clear-cut goals.
Before starting any healthcare marketing campaign, be sure you have an accurate understanding of what your company hopes to gain from your audience. Are you aiming to acquire new patients, or simply engage your existing social followers? Are you promoting a new product or offering a special discount on a specific service/treatment at your facility?

4) Make plans to contact your target market through another medium of communication. 
Along with building your brand and growing your social following, you may also want to continue contacting them to keep 'em around long term! Larger, more established healthcare organizations typically do this with an email blast or an SMS (text message) campaign, but smaller businesses can simply start by calling patients and prospects directly. Not everyone will have time to revisit your site for new update about your company or to check out your seasonal promotions, so why not keep your audience informed through other means, like email or text?!
When it comes to raising awareness for your brand, informing audiences about what it is you offer and convincing prospective patients why they should choose YOU... implementing an effective plan of action and spending more time preparing up front can save you a handful (or more) of nagging headaches down the road. 

For information about healthcare marketing or medical content writing services for your business, click here to visit our web site or contact Escaype Enterprises directly TODAY: (770) 676-1802.

Here's to powerful healthcare marketing for your practice!
--The Escaype Enterprises Marketing Team

The Escaype Route: 5 Things I'll Never Miss About Corporate America

It's been almost one year since I bid farewell to the Sisyphus-like routine of a 9 to 5 office job and I must admit: I don't seem to have any regrets about jilting Corporate America.

As a team member of Escaype Enterprises LLC I thought I'd take a jog down Memory Lane (this counts as my cardio for the day, right?) to share the top 5 things I will truly never miss about that way of life. So here goes:

1) Waking up at the crack of dawn.
Sure, the early bird may catch the worm... but let's face it. Some of us are NOT morning people. I just happen to be in that category, so the idea of being jolted out of my last REM stage by the blaring sounds of my cell phone alarm 5 (and sometimes 6) days a week is and always will be AWFUL.

2) That dreadful morning commute.
I always found it odd that millions of Americans shared the misfortune of rolling out of bed in a frenzy and scrambling frantically to get out the door, only to find ourselves sitting idle among a sea of cars occupied by other impatient business professionals who, by the looks on their faces, were running just as late as I was. I always chalked it up to "That's just Atlanta traffic for ya..." which brings me to Number 3--

3) The Walk of Shame.
Anyone who knows me will agree that while punctuality is definitely NOT my strong suit, my inadvertent tardiness has ZERO impact on my work ethic and my productivity. I think about the nasty glares I used to receive from my coworkers each time I entered the office half an hour past "9am-on-the-dot" and strolled into my cubicle. Come on, we were salaried. We weren't required to clock in, we just got paid to get the job done within our employer's parameters of a 40-hour work week. 

Did I show up for work later than others? Yes. Did I complete all my responsibilities within my given time frames? Yes. Did I ever give anyone the If-Looks-Could-Kill stare as they bolted for the parking lot at 4:59:59 pm while I stayed at the office almost 3 hours later than everyone else (including the janitors)? No. I rest my case.

4) Water Cooler Talk.
It's hard to believe that those of us with extroverted personalities wouldn't want to engage in small talk at any given opportunity, right? Especially since we're confined to 5' x 5' work spaces made of carpeted walls which typically don't have windows or any type of attractive view. For me personally though, I was never a fan of discussing the weather or disclosing elaborate details about my weekend with someone who just happened to be in the break room at the same time I was pouring my 6th cup of Maxwell House before lunchtime. A simple "Hi" would actually suffice, and I promise I wouldn't think you were being rude. After all it's just business... NOT a social networking mixer.

5) Doing the same thing over and over again.
It's true-- Many of us are creatures of habit... which means you have absolutely no problem with a predictable daily routine, a structured lunch break and a monotonous regimen like pushing papers or crunching numbers. As someone who is easily bored by consistency, I had an extremely difficult time performing the same tasks. Over and over again. To produce the same result. Hey, isn't that the unofficial definition of INSANITY?

These last 11 months as a freelancing professional for Escaype Enterprises have been the exact opposite of a typical Corporate America position: There are NO standard hours of operation. We don't implement the same projects each month, much less from day-to-day. You're not required to be in "business casual" attire to perform your duties. There are no office politics. You don't have to put in 52 straight weeks of employment so you can be granted permission to be sick or enjoy the afternoon off when it's a sunny Wednesday before the clock officially strikes "Close-of-Business o'clock."

As if that's not enough to gloat about... Here's the BEST thing: I can honestly say I love what I do for a living. How many of us can say that? My guess is not many.

Bottom line is this: Don't allow several years or even decades to pass before you realize your occupation/livelihood "really wasn't all that great." Whatever it is you do for a living in order to pay your bills, feed your family or support that impulsive shoe habit... Make certain it's something you're passionate enough about that you truly have no regrets. 

So what are you waiting for?! Create your own Escaype Route starting NOW.

To Market, To Market: 6 Social Media Tips for Powerful Healthcare Marketing

More than ever, it is become essential for hospitals and healthcare providers to restructure their healthcare marketing strategies to include social media. 

Globally both healthcare organizations and medical professionals are using social media today as an important tool to:

- increase brand awareness both online and offline
- connect with current and/or prospective patients
- encourage engagement among current social followers
- disseminate relevant/helpful information relevant to the healthcare industry
- boost organic web presence for maximum results on page 1 of a Google search inquiry
- drive more traffic to each company's official web site

When it comes to successful healthcare marketing ...a well-planned social media strategy can be used to accomplish your goals (such as those mentioned above) effectively. It's also:

- more affordable than traditional methods of marketing (billboards, TV ads, radio commercials, etc.)
- easier to track your ROI, thanks to today's web analytics tools
- longer lasting than a newspaper ad published one time only, or a radio spot that airs only a few times per week/month

Here are 6 useful social media tips companies in the medical industry can implement to maximize your healthcare marketing efforts:

1. Don’t take a “wait-and-see" approach.

Many businesses may believe that social media is nothing but a passing fad, but based on statistics over just the past five years... we know now it's here to stay. 


The sooner your organization can develop an active presence and social media strategy, the less distance you will have to make it up later.

2. Establish a social media policy.

As a rule, your employees and customers will have a protection against security, privacy or ethics breaches when it happens. Staff education and training plus an outreach are necessary to ensure your team will fully comprehend your company's social media purpose and have the ability to therefore carry out your policy with compliance.

3. Follow your patients.

It's important to listen to what others are saying about your practice/facility, your medical products/services and your reputation as a healthcare provider. Whether it's a Tweet from someone inquiring about a particular medical condition or a Facebook comment regarding their recent experience as a patient, be sure you use your social media platforms to 'listen' to what others are saying about you (and even your competition).

4. Consider starting by going 'back to basics.'

Social media can be used to enhance marketing, branding, recruitment, reputation, management, customer relations and customer service. You must, however, educate yourself first on what is allowable
- under HIPAA privacy rules
- legalities surrounding the disclosure of your patients' personal information
- publication of any details regarding a patient's medical history or photographs

5. Begin small and monitor your outcomes.

We understand company marketing budgets can be tight at times. The good news is, you don’t have to develop a full-blown social media strategy right from the start (although eventually you should probably have one). Start small, with regular social media posting and publication of at least one blog a week. After monitoring which of your posts receive the most traction or engagement, you'll have a better idea of how to expand your marketing efforts (such as generating more blogs per week, implementing small-scale videos or even creating new micro sites).

6. Recruit social media managers & content writers who know your industry.

You may know your organization and products/services like the back of your hand, but beware: simply hiring a green, just-out-of-college social media manager who claims to be internet savvy or proficient with Facebook posting does NOT. As a company in the medical arena it's imperative that all your social media content/blogs are strongly written, strategically posted during high-traffic hours during the week and most importantly... accurate. 

For information about healthcare marketing or medical content writing services for your business contact Escaype Enterprises at: (770) 676-1802 or click here to visit our web site TODAY.

Here's to powerful healthcare marketing for your practice!
--The Escaype Enterprises Marketing Team

Easier Than the MCAT: 5 Simple Strategies for Effective Healthcare Marketing

Healthcare reform has given traction to the idea of consumer-driven healthcare. 
As high deductible health insurance plans gain in popularity, the idea is that consumers, who are spending more of their own money up front on routine and preventive care, will make wise choices to stay healthy.  

As consumers take more control as to which physicians they see, practices have to consider how to market themselves directly to consumers. And with everything else you have to worry about, getting a handle on your marketing efforts can feel really overwhelming. 

The good news? It's totally manageable. Below are some tips to make you stand out as a healthcare marketing warrior: 

1. Do some recon. 
It's easy to get locked into your daily routines and not think much about your competition. But to develop a strong marketing plan, you need to know what makes you different and how you stand out from your competitors. If you don't know why you're better, it's going to be a hard sell to convince others.

2. Be strategic.
Now that you know your competitive advantages, think about where you want your practice to be in three to five years? What are tools you have available to make that happen? What makes the most sense for your practice and the patients you want to reach? Answering these questions will give you a sense of what you need to do.

3. Get with the plan. 
After you've answered the hard questions, you need to formulate a plan for how to make the strategy a reality. Determine a realistic budget and draft a schedule of when it makes sense to reach out to potential and current patients through direct mail, advertising, social media and your blog. 

4. Rally the troops. 
Good, old-fashioned word of mouth is still one of your strongest weapons. Engage staff members, loyal patients, family and friends to spread the word--digitally. Consider asking patients with great success stories to share a testimonial for your website. You could also film the testimonial and share via social media. 

5. Call for reinforcements.
If you're wondering where to start or how your staff can handle marketing on top of their additional duties, Escaype Enterprises has years of experience in healthcare marketing and can help with customized solutions for your practice and budget. Click here to learn more about us TODAY!

1.        

Twist & Shout: 5 Cool Things You Can Do When You Work Smarter, Not Harder

Implementing new practices or technology at work (like investing in one of those snazzy one-cup coffee brewing machines or signing up for a new eBilling software system) is one of the best ways you can work smarter instead of harder. 

Not only will you make more productive use of your day at the office, you'll have all this free time on your hands to do some of those things that have been on your bucket list. For years. Or even decades.

So now that you've gotten your quick & easy fix of java for the day and/or your daunting task of mass invoicing on autopilot, what is it you will do first with all this extra time left in the day (not to mention your work week)? The answer is: Have some FUN, of course! 

Here are 5 cool things you can do with your newly discovered free time (or at least these are some things Social Media Director/Guest Blogger Candy Hogue would do anyway):

1. Go on a picnic.
Ah, to have a leisurely picnic in the park... even if it just involves a bagged lunch overlooking a pond or lake. This sounds like the best plan ever for a sunny day, especially after being trapped in a cubicle for the entire morning.

2. Ride a tandem bicycle.
Hitting the hills on a normal, single rider bike can be fun, but a tandem bicycle adds a whole new level of excitement to just "cycling." It's kinda like skydiving as a novice with someone practically strapped to your back (okay, not really. Bikes aren't that dangerous). So if you're feeling adventurous but aren't quite ready to jump outta planes, you have got to ride a tandem bicycle at least once in your lifetime... just ignore the people laughing and pointing as you pedal past them. They're just envious, that's all.

3. Have a wine tasting party.. at your own home.
Here's how it works: Every couple brings 2 bottles of wine-- one they love and one they haven't tried yet. Don't forget to serve some light h'ordeuvres (like brie & apples or crackers) to accompany your variety of wines. After all, the host of a wine tasting party should never be ashamed to cut the cheese.

4. Watch a movie under the stars.
With summer quickly approaching you may find yourself yearning to spend more time outside rather than staying cooped up indoors (might as well stay at your desk in that stuffy office). Why not grab a blanket, some snacks and head to a nearby park or venue that's hosting some sort of "movie night under the stars" event? Not only can this be romantic, it'll be a great chance for you to catch that new flick everyone's been raving about on Facebook.

5. Play the old school game Twister (why not?). 
So you haven't played the game since you were in grade school... but don't you recall how entertaining it used to be?! Twister is just as much amusement for adults as it is for children, which is why this is a perfect activity to do with your spouse & kids. Remember, the family that plays together-- stays together! 

Candy Hogue recently signed up for her new eBilling software through Billing Orchard . This affordable & efficient method of electronic invoicing has saved her HOURS of tedious paperwork each week (which is what prompted this wonderful list of free time activities). Not only is Candy now able to focus more on her projects as Social Media Director at Escaype Enterprises ... she also has more than enough time to tackle each and every item on her bucket list (so if you happen to see a cute blonde pedaling through the neighborhood on a tandem bicycle, be sure to point, laugh and wave).

How TWEET It Is: 3 Reasons Your Medical Practice Should Be Using Social Media

If someone has recently asked you, "Aren't you on Facebook?" and your answer was something like, "No, we just don’t have time for that... and besides, nobody wants to hear about what we do at our company every day..." Then guess what?! You are not alone.

This is actually a common response we've heard many times among business owners (especially in the healthcare industry) regarding the use of social media for their companies.

We at Escaype Enterprises understand that doctors (as well as owners of healthcare facilities) today may still be struggling to understand just what to do with social media and how it can be used to benefit their practices. 

So in order to get your feet wet before taking the plunge into that massive sea of tweets & hashtags, here are 3 noteworthy reasons social media can be advantageous to YOUR company:

1) Posting the links to your company's blogs does way more than you think (55% more, actually).

Social media democratizes information and gives us the ability to learn, grow, adapt and find new ways to overcome many of the challenges we face. Writing blogs for your social media pages are a perfect example of just that. Not only can these online publications help boost your organic web presence over time (with a whopping 434% more indexed pages in a Google search), blogs are also known for driving 55% more traffic to a company site.

2) 1 in 3 people post about their healthcare experiences online, and 2 out of 3 people look to online reviews when seeking treatment for their medical condition(s).

Blogs, Tweets and Facebook updates give doctors as well as patients a convenient platform to write about medical conditions, discuss treatment options or express views about a particular topic. Moreover, it allows doctors to educate their patients and their communities about what they specialize in, their methods of treating patients and the reasons why he/she is the best medical professional for you.

3) 80% of ALL searches online are healthcare related.

The World Wide Web provides an infinite amount of information at the fingertips of our prospects as well as our patients and this can be good or bad… if your company has an active presence on the sites which have the most traffic (i.e. Facebook, YouTube, etc.), then people are more likely to find your business when doing a Google search for your products and/or services. If you don't happen to have anything on the internet about your company, however, chances are those who are searching for you won't even know you exist!

So there it is in a nutshell: 3 reasons why healthcare businesses should jump on the bandwagon of social media. By making your mark in the spaces where your prospective & current patients already are, they won't have to find the products or services they need from your company, because your diligent updates & engaging posts will find them. 

How's that for effective marketing strategies? We know, it's ingenious!

Click here to learn more about healthcare marketing from Escaype Enterprises TODAY.

Easy, Cheesy Beautiful... with Holiday Helpings Like This

Who says you HAVE to have a holiday ham or a succulent turkey this Christmas...

when you can make something organic & just as wonderful tasting instead?!

This year, we're opting for a generous helping of Lasagna Bolognese ...rather than any traditional main course entree to serve up for the Yuletide season.

Check out this recipe we're puttin' into action, compliments of our friends at Nature's Garden Delivered :

Fresh Pasta
- 300 g all purpose flour
- 3 eggs
- drops of water if needed

Using food processor cut egg and flour together until tiny balls are formed. Gather dough and place on floured surface for kneading. work dough until smooth and not tacky. Form into a smooth ball. Add drops of water if the ball is dry.

Allow to rest for 30 minutes before shaping or refrigerate and chill until ready to use.

Roll pasta out until very thin and cut into large lasagne pieces. Store sheets on damp paper towels while working the dough.

Bring a large pot of water to a boil and add salt. Drop in pasta sheets and cook until they float, about 10 seconds. Put pasta in ice bath and then drain on paper towels.

Bolognese Sauce (ragu)
- 3-4 tbl olive oil
- 1 Onion, chopped
- 5 cloves garlic, chopped
- 1 carrot, peeled and diced
- 1 rib celery, diced
- 1 pound Tink’s grassfed ground beef
- 3 tsp italian seasoning
- 2 dash onion powder
- 2 dash garlic powder
- ½ cup red wine
- 1 28oz can San Marzano Tomatoes
- ½ cup Mountain Fresh whole milk
- 1 tsp fresh thyme leaves
- salt and pepper

Heat olive oil in saucepan. add onion, garlic, carrot, and celery and saute until translucent but not browned. Turn heat to high and add beef and cook to brown meat. Add a little salt along with the dry seasonings and stir, sauteing for another couple of minutes until fragrant. Add the wine, tomatoes, milk, and thyme. Bring sauce to boil then reduce to simmer for at least 2 hours until the sauce is well reduced. Adjust seasonings. Set aside to cool slightly.

Bechamel Sauce
- 4 tbl butter
- 3 tbsp flour
- 2 cups milk
- pinch of nutmeg
- salt and white pepper

Heat butter over medium heat and then whisk in flour, stirring constantly until the roux is light golden brown. Meanwhile, in a separate pan heat milk to just under a boil. Add milk to roux, stirring vigorously until thickened and smooth. Season with nutmeg, salt and white pepper. set aside to cool

To assemble--

Preheat oven to 375 degrees. Place a layer of ragu on the bottom of the pan. Sprinkle with parmesan add a layer of pasta. Spoon over a layer of ragu then sprinkle with parmesan. Drizzle bechamel across the layer and add a few dabs of fresh mozzarella. top with another later of pasta and repeat until full. Top in the same manner, with both sauces, then parm, then add enough pieces of mozzarella to coat the top evenly. Bake for 40 minutes to an hour, until bubbling and cheese is melted. Allow to cool for 10 minutes before serving. Serve & enjoy!

Here's to an organic & non-traditional holiday dinner!
--The Escaype Enterprises Team