New Social Media White Paper

We’ve just published our latest white paper titled: “A Director Level Guide To Social Media Marketing For Healthcare and Pharmaceutical Businesses.” This white paper aims to provide marketing professionals working within the healthcare, medical and pharma sectors with a better understanding of social media and how it can be integrated into their marketing and communications strategy to engage with patients, carers and HCPs.

Visit the download page to access it.

InHealth Group Appoints Genetic Digital

Genetic Digital have been appointed by InHealth Group to re-design and develop the company’s website

As one of the UK’s leading healthcare providers, InHealth delivers diagnostics and managed patient services to the NHS across the UK. Their range of services include MRI scanning, CT, DXA, Ultrasound, Mammograms, X-Ray, Nuclear Medicine, Audiology and ENT, Pacemaker Insertions and Echocardiography.

The web development project will involve consolidating the existing websites and developing a single website under the InHealth banner which demonstrates the range of services available, providing general and referral information to community healthcare and hospital providers for both NHS and private patients.

Charlie Randall, Internet Marketing Manager comments: “We chose Genetic Digital over the other agencies because they took the time to fully understand our business and produced a comprehensive proposal that was as good on a technical level as it was on a creative level. We look forward to working with them.”

Leukaemia & Lymphoma Research award digital marketing contract to Genetic Digital

After a competitive pitch, healthcare digital marketing experts, Genetic Digital have been chosen to become Leukaemia & Lymphoma Research’s digital marketing partner.

Genetic Digital will provide a range of digital marketing services, including search engine optimisation, pay per click, display advertising and social media marketing to drive awareness of the organisation’s blood cancer research, patient information guides, sporting events and help to increase the volume and value of online donations.

Mark Wilson, Head of Marketing Services at Leukaemia & Lymphoma Research said he awarded the contract because “Genetic Digital interrogated our brief and truly understood our needs. They have proposed a partnership way of working that will achieve lasting solutions rather than committing our resources to a short-term media spend approach. This will allow us to use our digital marketing budget intelligently to deliver a much greater impact for blood cancer patients.”

Damon Lightley, Director and founder of Genetic Digital commented: “this is an exciting client win for us. 1 in 10 children still die from their leukaemia and those who survive will go through years of painful and toxic treatment, so we’re delighted to be involved in helping to promote such a worthwhile health related cause.”

A digital audit to discover why your pharmaceutical business website is not receiving traffic

There is nothing more frustrating for a pharmaceutical or health care company than having invested significant resources into building a website and establishing a social media presence for it to result in a disappointing traffic flow.

Unfortunately however, this is all too common as an attractive website and a good company reputation is no guarantee of traffic. Today, the online world is intensely competitive and nowhere is this more the case than in the health and pharmaceutical industries. Industry players have invested huge sums in their digital marketing strategies and without specialist knowledge it can be extremely difficult to elbow into those markets, regardless of how good your content or attractive your design.

However that is not to say it is impossible; the internet is changing at breakneck pace and processes and activity that keep companies on top today may not be so efficient in the future.

The starting point for any improvement is a thorough examination of current digital assets. By using state of the art digital analytics and specialist software, it is possible to study website traffic and internet users’ habits to determine why a site is not generating desired traffic levels.

The results can then be used to build an online strategy to achieve higher performance levels from a pharmaceutical company’s digital assets. These can include a wide variety of actions from small keyword tweaks to entire website redesigns and the creation of new online portals.

Janssen and NHS team up to offer new social network for GPs

One of the world’s leading research-based pharmaceutical companies has launched a social network-based service for doctors who are involved in commissioning mental health services.

Janssen is teaming up with the NHS Confederation Mental Health Network to link up GPs using Yammer, which is a social networking programme not dissimilar to Twitter. It is often used within organisations to help colleagues communicate with each other quickly.

The partnership has arisen because clinical commissioning groups are set to take over responsibility for commissioning many NHS services in England. It will be one of the largest spending areas for GP commissioners. Digital pharma marketing services are therefore likely to play an important role in this.

The NHS Confederation says that many GPs have already expressed an interest in the social networking service. It will give GP commissioners policy information and evidence-based approaches and will also help them share best practice and gain opportunities to learn from current commissioners of mental health services.

GPs who join will also be given the opportunity to meet face-to-face at dedicated regional events.

Isabel Laas, business unit director at Janssen, said: “The transition of mental health commissioning to primary care will raise questions and challenges for the effective delivery of care to patients. This partnership is a fantastic opportunity to help GPs optimise the way in which people affected by mental illness are managed by the NHS.”

New e-health site asks patients: “How Are You?”

A new e-health portal for patients and healthcare professionals has attracted more than 700 sign-ups in the first few hours of its launch.

How Are You? is a social networking site that allows patients with long-term health conditions to take a more proactive role in their treatment by making it easier for them to communicate with the healthcare professionals who are working with them.

Users can sign into the portal with their Facebook or Windows Live accounts. There are also plans to allow users to sign in via their Google, Aol and Yahoo accounts.

Twitter integration for the service has also been launched. At the moment, users receive condition-specific tweets; there are plans to develop this as How Are You? evolves.

How Are You? has been devised by healthcare startup Cambridge Healthcare and was originally going to be called Dawson Kind, founder of the service, told one health website: “When we launched the portal it was named, however, we weren’t prepared for the amount of interest the project generated not just in the UK but also internationally. In response, we decided to register a generic name that could provide a solution for all.

“How are you? was chosen because it sums up the concept. When a user provides how they’re feeling or inputs their virtual patient record, the content dynamically changes to provide relevant resources and features to that individual. Imagine a cross between Twitter and Facebook, but encrypted and you decide how much and with whom you want your information shared.”

Doctors need to use social media more, says report

Doctors are more likely to use social media channels for education and communicating with fellow healthcare professionals than they are for interacting with their patients and taking advantage of possible digital marketing opportunities offered by social media.

According to a new report from American consulting firm CSC, doctors are reluctant to use social media channels such as Facebook and Twitter to interact with their patients, but they need to overcome this.

The report states that larger hospitals, academic medical centres and paediatric clinics are the healthcare institutions that are most likely to use social media. Jason Lee, lead author of the report, explains: “Large hospitals are more likely to use it because they have large budgets. They might also need to spend more on legal resources to check their Facebook and Twitter postings.”

Meanwhile, children’s hospitals are most likely to use social media for fundraising activities.

The report suggests that several business goals can be achieved with the help of social media, such as patient monitoring, care management and care coordination. It says that care management in particular will be helped by the increasing role that social media will have to play in it.

Lee says that some of the most frequently stated reasons that doctors give for avoiding linking up with their patients via social media channels include worries about liability, privacy and lack of reimbursement.

Travellers’ medical records now held on USB sticks

Individuals who are travelling abroad will now be able to carry their medical records on a credit card-sized USB device. The Crosscard personal medical record card stores the data in two areas – an emergency area that contains information that is publicly available and a protected area that can only be accessed by entering a […]

Google+, the algorithm is human and the circle of trust…

With the Google+ social networking platform expected to become the second largest social network after Facebook, within the next year (it already has 20 million users signed up to the limited field trial stage), I thought I’d present my thoughts on how Google+ and its social voting tool Google+1 might impact your search engine and Internet marketing strategy.

First of all let me begin by saying that I don’t actually think that Google+1 in its current form is Google’s silver bullet to providing the best search results for its users. There is the potential for Google+1 to be abused by SEOs and there are plenty of companies who are now starting to sell “+1” votes.

To me Google+ and “+1” is another key milestone in Google’s quest to providing its users with personalised search results – a tailored set of results based on your previous searching behaviour, the websites you’ve visited and the people with whom you are connected to.

In order for a searcher to benefit from Google+1, he/she needs to be logged into their Google account. Most of us will have a Google account already through using Google applications like Gmail, YouTube, Google AdWords or Google Analytics. I believe that Google+ is Google’s smarter way of encouraging its users to stay logged in to their Google account so that they can provide more personalised search results and encourage users to use the Google+1 social voting button. For those of you that use social networks like Facebook and Twitter answer this question: “Do you log back in each time you re-visit one of those sites or do you tend to stay logged in during the day?”  Many of us, if we are using the Web extensively throughout the day will stay logged in. Research shows that:

…as of 2011 there are 500,000,000 active Facebook users – that is 1 in every 13 people on Earth. Half of them are logged in on any given day and 48% of 18-34 year olds check Facebook when they wake up. In fact, 28% of them are checking their Facebook pages on their smartphone before they even get out of bed in the morning.

So I think it would be fair to say that as a group we are obsessed with social networking. Can you see why Google wants to join in on this party?

By having its users logged in more frequently, Google is more able to analyse past browsing habits, see a users Google+ connections and the recommendations set by those people and serve a tailored and in theory a more relevant set of search results.

While “+1s” are currently appearing in the search pages for users that are logged in to their Google accounts, it’s too early to say exactly how “+1″s will affect users who aren’t logged in. Looking at how other social voting buttons and “retweets” currently affect where a site appears within the search results, I think it is safe to assume that “+1’s” are going to be equally as influential, if not more.

As Google evolves to make searching more social, the main value of social “Like” buttons and “tweets” are that they help to build what I like to call, “social strength.” If someone searches for a product or service, there’s a good chance that a customer review and recommendation will to some degree influence their decision making. When looking at these reviews, users trust the opinions of strangers, one only has to look at the popularity of sites like Trip Advisor and Amazon product reviews . They assume that these reviews are honest, but there’s always a hint of lingering scepticism.

Now, imagine the same user is searching for the same product or service, but instead of having to rely on the opinions of strangers, they see recommendations from friends & family, co-workers and people that they are socially connected to via the Web. Just like in real life, the opinions of people in their Google+ “circles” influence the decisions they make. That’s the potential Google+ holds. I like to compare Google+ circles to the “Byrnes family circle of trust” out of Meet the Parents! As Jack Byrnes (Robert De Niro) says to Greg Focker (Ben Stiller) “I keep nothing from you, you keep nothing from me and round and round we go.”

So, how do you optimise your website from a search engine optimisation (SEO) perspective so that you can get “plus oned” in a natural manner so that you don’t run the risk of getting penalised by Google? Well this is where we go back to the fundamentals of marketing and running a succesful business. “Online Search” is becoming more about what we as real people think of a product, service, business and website and less about computer algorithms and search engine spiders trying to assess relevance and credibility by just simply analysing website code, back links and content.

Providing customers with high quality products and services and creating unique, engaging content on your website so that you create the best customer experience possible is more important than ever. Of course, this is easier said than done and you have to work hard as a business to build up your reputation and deliver something of real value, but I’m preaching nothing new here. Before we had the Web, businesses would rely on their reputation to bring in new business and they would continue to provide high quality products and services to keep customers coming back. Back in the pre-Internet days when all we had was the high street and bricks and mortar stores it was a lot harder to hide behind a poor track record.  Your local community would soon shoot you down if you were seen to be providing a shoddy service or poor quality products – just think of a Google+ as a community, but on a much bigger and more influential scale. If you get the fundamentals right and you have a successful business with lots of delighted customers then you can use the Web to your advantage to inform your target audience and build social strength; likewise if you don’t, then your customers will vote with their mouse and not only click onto the competition, but remove you from their “circle of trust” and that circle could be quite an influential one.

If you want to connect with me using Google+, search for “Damon Lightley” on Google+ and add me to one of your “Circles”.

If you found this post useful, dont forget to click the +1 button.

SlideShare & Audio Summary of our Search Marketing White Paper

If you’re short on time and don’t want to read the full white paper you can check out our slimmed down SlideShare or audio version.