With so many Electronic Medical Records companies out there vying for facilities and other health service organization's attention and resources, it can be quite difficult to stand apart from the crowd. A certified EMR provider needs to show that it can be relied on to not only maintain patient privacy, but to remain securely compliant with HIPAA Omnibus and HITECH rules for protecting PHI, or Protected Health Information. EMR companies are now just as liable for PHI breaches as other health service providers, and the fines for a security breach are quite costly. So, healthcare services providers are looking for companies with a proven track record of compliance, accountability, and complete resolution of any breach reported. As a provider of EMR technology, in order to make your company stand apart from the rest of the pack and expand your client base, you'll need someone just as focused on quality and success as yourself to get your name out in the health services field.
Keep in mind, not everyone is happy about using EMR technologies. Per the EHR Adoption Report, many physicians and facilities alike are struggling to adapt to electronic records; lack of training for staff and systems that have a high start up cost being the largest complaints. So for some healthcare professionals--especially those who may be slow to adopt new technologies--EMR companies can be viewed with some negativity from the very start, making it difficult to get your foot in the door. Yet, with the right combination of marketing tools it is possible to address the frustrations and redirect the client's attention to the benefits of using not just EMRs in their facility, but to using your EMR company to make it happen. In a technology-driven environment, EMR providers need to utilize the most effective methods of marketing today, including inbound marketing, social media strategies, and content-driven communications to get noticed. Hiring an agency that specializes in content-driven communications and inbound marketing for science and technology companies makes sense.
The world of health care is forever changing, and health care providers are inundated with new information, new regulations, and new information systems all at once. EMR companies are in the unique position to make both facilities and provider's lives a bit easier by offering a multitude of services to streamline the transfer of patient information, accurate and efficient billing methods, and secure storage of PHI.
A major communications challenge is overcoming barriers constructed by those frustrated or unwilling to utilize these new technologies and opening new lines of communication between you and your potential clients. Attracting the right prospects through a content-driven strategy, establishing an effective dialogue and nurturing leads that your sales team can act on are all areas where a strong inbound marketing partner can help.
The 3rd annual Pharma eMarketing Congress recently convened in Barcelona, Spain. This year the conference - which brings together life science and pharma representatives from all around the world - focused primarily on social media. It was clear that most other industries are far ahead of pharma when it comes to utilizing social media.
A recent study reported that over 50 percent of pharma companies anticipated incorporating an element of social networking to communicate with customers and the general public. The results of a 2005 study of more than 6,000 adults indicated that although the physician was still the most trusted source of information, 48.6% of the subjects went online first and then consulted their physician, whereas only 10.9% talked to their physician first.
Another study found that after receiving a diagnosis, over 50 percent of American adults visited a pharma-sponsored website. Consequently, the movement of companies towards the various forms of social media, such as Facebook, Twitter, and YouTube, seems to be a very logical progression.
Unfortunately there remains much ambiguity and tentativeness around the use of social media among pharmaceutical companies. Literature used at the Pharma eMarketing Congress indicated that only about six (6) percent of traffic to pharmaceutical sites was driven by social media. Furthermore, many representatives and administrators within the industry remain unconvinced social media actually provides an effective resource for their companies. Many others are preoccupied with legal concerns and other regulatory issues. The role of social media and its usefulness within the pharma industry continues to undergo very polarizing debates.
Despite the uncertainty, there are many cases proving that pharma can successfully and safely use social media. One of the earliest, and most notable campaigns, was that of Boehringer Ingelheim Pharmaceuticals. In 2010, BI used social media to promote online screenings, and have since had an active presence on both YouTube and Facebook. Over two and a half million people have completed the online screening, and the company recently celebrated its Fifty-thousandth ‘Like’ on Facebook.
Novo Nordisk’s sponsorship of IndyCar driver Charlie Kimball’s Twitter account is another high profile example. Under the Twitter handle ‘@racewithinsulin,’ Kimball addresses the challenges faced by an athlete with Type 1 Diabetes. The front-page of the account contains a direct link to the website for the company's FlexPen, which delivers insulin injections.
Even in the face of an effective social media program, skepticism within the pharma industry will likely remain. This is frustrating since the web and its myriad of moving digital parts is exquisitely measurable. The use of inbound marketing strategies provides marketers with easy, reproducible and measurable social media processes. Attracting, converting and closing business is only a matter of building an online platform and consistently filling it with content your publics desire.
Ultimately, social media is the future of marketing and consumer communication. It has already revolutionized advertising, while giving ordinary individuals the means to publicly express opinions they have about the products and the services they use. Regardless of any uncertainty, the dominance of influence held by social media outlets will persist and expand.
To learn more about inbound marketing and how pharma can safely and effectively use social media check us out here: www.jfkhealth.com.
Like most companies, chemical companies are focused on strategic and financial growth. This means that chemical companies need to use every tool they have at their disposal when it comes to taking care of the issues that are important to fostering growth. One marketing tool that is continuing to become more and more important for chemical companies and helping them to connect with their customers is social media.
Social media is an important tool for any chemical company that wants to compete in the twenty-first century. Social media for chemical companies has many uses. Chemical companies can use it to test services and products in order to find weaknesses, develop solutions for these problems, foster innovations and get new ideas for research or products.
This new form of communication makes it possible for companies to make connections with very diverse and unique people who share similar interests, and engaging with them about using the products of the chemical company. The abilities offered by social media create a win-win situation for any company that gets involved. It is an effective way to gather information for hardly any money. Organizations reap the benefits of gaining access to potential solutions to pressing issues and reliable research on their market. The people they connect with are a specialized group who are rich in knowledge and experience of product usage.
Companies may want to offer free services or discount coupons for participating in surveys or other market feedback initiatives. Companies don’t need to spend much, if anything, on these promotions to attract or satisfy customers who participate in their social media efforts. Most people are just happy to have their opinions heard. Many people feel good about coming up with a solution for a big company.
Industry leaders can see the potential that social media offers to them by looking at how other companies in the media industry have used it to increase their sales. One of the most interesting case studies is that of Evonik Industries in Germany. Evonik is a specialty company in the chemical industry. They were able to use social media as their innovation incubator.
Evonik Industries is one of the world's largest hydrogen peroxide producers. They started using social media because they wanted to generate new thinking on hydrogen peroxide applications. As usually happens when businesspeople use social media for chemical companies, the company received a large number of suggestions for desired applications that they never would have gotten if they hadn't made the effort. These ideas included everything from helicopter fuel to mildew stain remover to gold recovery.
The great thing about social media is that it allows for the consumers to offer their suggestions and elaborate on complex issues that require explanation in order for the ideas to be completely understood. Evonik let people give the reasoning behind their suggestions. This allows the companies and the consumers to have a much more effective dialogue with one another.
Social media for chemical companies can often be overlooked due to the fact that most people use social media as a form of entertainment. The technology is still being honed as the powerful business tool it can be for businesses who want to connect with their consumers and continue innovating. Every chemical company should use social media to connect with its customers and try to find right solutions to the problems it faces.
Check out my recent publication in PreScouter Journal, entitled "Inbound Marketing: The Next Wave is Building."
My article outlines the emerging role of inbound marketing and how this communication model is replacing traditional marketing and PR strategies and tactics.
PreScouter is read by more than 20,000 academic, research and business executives in the global science community each month.
PreScouter’s mission is to expose the world to the innovations developed at universities. In doing so, the journal endeavors to increase commercialization of research from academia to industry. PreScouter does this by increasing the transparency of research conducted in academia.
Repeated cases of fraud on the part of well-advertised nutraceutical companies creates a challenging marketing environment for legitimate suppliers. The benefits of nutraceuticals have been well documented, but the advertising used, particularly for weight loss and bodybuilding products, may bear little resemblance to actual results. In addition, several companies compound the issue of extreme advertising by committing criminal fraud.
In May of last year, the Berkeley Nutraceutical case finished with criminal convictions for the president, owner and 10 other company executives. Along with jail time, $24 million was returned to customers who were charged for unwanted products, double charged or filed cancellation requests that were never honored. The actual scam occurred during 2001-2005, so consumers had a long wait for the case to finish up in the court system. This also negatively impacts consumer response to nutraceutical companies, over and over again. The original scandal occured a decade ago, but every time it comes up in the news, nutraceutical companies take a PR hit.
With multiple issues like this one, and the deceptive marketing practices that seem so ubiquitous in the supplement industry, the PR issues and strategic communications challenges facing the nutraceutical industry can seem overwhelming. However, even with the PR nightmare created by unscrupulous business practices, nutraceuticals are projected to bring in $250 billion by 2018
. As our healthcare model moves towards more preventative care, this increase is not surprising. This explosive growth also means that many nutraceutical companies will find successful ways of navigating through today's marketplace to reach their ideal customer.
Here are some of the most successful techniques that engage customers and build trust in the industry.
- Stick with the Science - Publishing scientifically robust data that clearly demonstrates the value of a product goes a long way toward gaining consumer confidence, as shown by Fytexia, a raw material supplier demonstrating the benefits of the Mediterranean Diet. One of the most important points when using studies to back up advertising claims is to use peer-reviewed publications of research conducted in clinical settings. Unlike cosmetics companies that often use consumer-reported results, these products should stand up to double-blind testing in a third-party laboratory.
- Announce Awards and Honors - Be proud of awards given to your product, but do not spend a lot of time hitting the customer over the head with them. InterHealth Nutraceutical shows how effective press release marketing can be with its recent announcement about a nutritional ingredient that was honored at the 2013 Natural Supplement Research Competition.
No matter what method you choose for marketing, avoid making preventable communications errors that will immediately turn people off. No "money back guarantees", "lose xx pounds in xx days", "get ripped", "look like this", or any other advertising that sounds too good to be true. Keep things simple, clear and realistic. A customer expecting a slow but measurable result will be much happier than one expecting dramatic - and impossible- immediate results.
With the right marketing techniques, it is possible to succeed in the highly competitive nutraceutical industry. Realistic, scientifically credible advertising, combined with real, science-based claims will ultimately win and retain more customers to the industry. Good science, combined with sensible, fact-based communications will ultimately be good for the nutraceutical industry's health.
As an ex-New Yorker, I’ve eaten in some questionable places and subsequently fallen victim to food poisoning more times than I care to remember. But food safety can no longer be guaranteed by the quality of restaurant or supermarket that you select.
As more and more of our food supply is sourced globally, food safety has become a major health concern as antibiotic overuse and super strains of bacteria are encroaching on our ability to provide a safe food supply, and regulation and enforcement are increasingly difficult to coordinate.
If we look back in history, Alexander Fleming, creator of penicillin, warned the public that overuse of the medication could lead to bacteria mutating and becoming resistant to penicillin. His theory was proven when strains of bacteria resistant to penicillin were discovered only three months after proving effective. The warning, ignored since 1945, now has become something real.
The use of antibiotics in raising beef, pork and poultry continues despite warnings and incentives to reduce or stop the use. Now the Centers for Disease Control (CDC), in light of the recent salmonella outbreak in 20-states, has announced the discovery of salmonella strains that prove resistant to the antibiotics normally used to kill the bacteria.
The salmonella outbreak began during the federal government shutdown, which slowed reactions by the CDC and the United States Department of Agriculture (USDA). Both departments suspended diagnostics and food safety inspections due to reduced staffing.
Though no recall went out, a new warning about the overuse of antibiotics in meat production spread through the country. The CDC and the Food and Drug Administration (FDA) both stress the importance of cooking chicken to 165° F to kill the salmonella bacterium before eating.
The chicken in the most recent outbreak came from three processing plants in California, and the outbreak affected 20-states. More than 300 people contracted salmonella poisoning and doctors report a resistance to antibiotic treatments normally used to kill the bacteria. The CDC diagnostics and food safety reports show resistance to gentamicin, chloramphenicol, ampicillin, kanamycin, streptomycin and streptomycin.
Increased resistance to antibiotics has moved the food industry to explore the science of diagnostics and genomics to aid in the fight against bacterial contamination.
Research projects that look to “reprogram” genes within organisms such as E. coli are exciting the industry. For example, there are studies that show salmonella strains now resistant to antibiotics will not recognize the threat of a genome that has been recoded. To the salmonella bacteria, everything looks the same. However, the engineered group of organisms will attach to the bacterium and destroy them before they can mutate.
Also, altered bacterium made to bind to polymers can lengthen the effectiveness of certain medications by keeping it active in the blood stream longer. Additionally, the recoded genomes can point out strains of salmonella, listeria and E. coli not known to science.
The recoding of an organism's genes has great potential to open new sciences and new opportunities for companies seeking to invest in food safety. Continued vigilance in the way we use antibiotics, coupled with progress in finding new high-tech methods to improve food safety utilizing the latest diagnostic and genomic technologies, will ultimately help provide a cost-effective and efficient approach to ensuring the safety of our food supply today and into the future.
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In the October 2012 issue of Solar Industry Magazine, Matthew Brown, the Marketing Manager for SunMaxx Solar, wrote a feature piece about one of the biggest communications challenges for renewable energy companies and how solving this issue is extremely important for continued success and future growth of the renewable energy industry.
Brown's argument focuses on what he sees as sales and marketing's biggest communications challenges for renewable energy companies - particularly, the language that has made the industry successful with early adopters, industry professionals and technically minded people, and the need for renewable energy companies to shift gears and adapt their messaging as the technology moves toward mainstream audiences.
As renewable energy industries seek to reach the tipping point and move beyond early adopters and into the broader end-user market, the language that we use in our marketing and sales communications needs to be adjusted to to speak with a less technical, less informed market than we have previously spoken to.
The key, according to Brown, is the focus less on several key sales and marketing factors that have proven successful in the past, such as:
Instead, the renewable energy companies need to focus on tried and true sales and marketing messages, including:
Brown maintains that once these communications challenges are addressed, renewable energy companies will make much more headway breaking into the broader market and continue to drive the strong sales that the renewable energy sector has seen over the last several years, even overcoming challenging global economic conditions.
With all the social media sites out there, how do you choose which one to use for your electronic medical records (EMR) company? And are you aware of all the ways that Twitter can be used to maximize your effectiveness? Here we show you a few ways to successfully use Twitter to support and interact with your audience.
As most know, Twitter is used for short messages of 140 characters or less. Did you know that you can also add pictures and short videos to Twitter using a third party source like Yfrog? Taking advantage of these features allows you to interact with your audience by sharing with them more than just an endless stream of URLs to a blog feed. It also allows you to make Twitter a more visual experience through the use of photos, infographics, maps and more.
Once you've made the connection, you can also utilize Twitter as a customer communications tool and speak directly with people in more detail using Twitter's built in private messaging system. The images, videos and URLs get their attention, but encourage more direct conversation by sending them personal messages with the famous @ handle or use private messaging to take it to another level.
Topics to discuss
So, now that you've got an idea of what Twitter can do for you, what do you talk about as a provider of EMR technologies and services? Here are just a few ideas to get you started.
Set up -- What is your EMR software? What makes it special? How easy are they going to find it to set up? These are good places to start when you're directly talking about your company. To make it more interesting, you can give them examples of just how far your software can go.
Training and support --Who said tech support had to be only on the phone? You can use Twitter to post little tidbits on how to keep the software running smoothly. After that, though, take it to the next level by telling them a few hidden gems they might find useful about your EMR technologies.
Data Management -- Any place that uses EMR software is bound to need some advice on how to manage their data once in a while. Twitter is a good place to show them ways to protect, manage and integrate their data into their practices.
Latest news -- Breaking news relevant to the health technology and EMR industry is always something worth discussing. Chances are, if it is interesting to you, it's interesting to them. As the healthcare industry adapts to new changes as the result of the Affordable Care Act, adoption of EMR technologies is and will continue to be a hot topic. There are a lot of opportunities here to inform and engage your audience with topics of interest to them.
We hope this gets you started on thinking about how you can continue to effectively use social media for your EMR company growth. Remember, Twitter is what you make of it, so why not put it to work for your business?
Want some more ideas? Please contact us.
As America moves deeper into the debate over new types of energy sources, the renewable energy industry has become increasingly creative in the way it communicates with its audience. Once relegated to the pages of business-to-business media, this new wave of energy communications directly targets the consumer, hoping to change minds and influence behavior.
In today’s attention-deprived culture, well crafted video pieces are leading the way to help enhance public opinion about some of the most widely accepted forms of renewable energy such as solar, wind, and water. Videos have become important to the communications stategies of renewable energy leaders because they allow companies to get across their message in a succinct and entertaining format -- something long print articles or confusing websites just can’t do.
I’ve come across three such videos that demonstrate this successful trend in strategic communications for renewable energy companies.
- The first video comes from Hawaii Energy, a quirky yet informative take on the savings of solar energy heating. The contemporary styling of the video and incorporation of neighborhood competition help show the public that renewable energy is, in fact, an important aspect of daily life. This encourages people to jump on the renewable energy bandwagon before its too late.
- Next up is a video from Green Mountain Energy, showing beautiful nature scenes that people can relate to. The addition of the informative speaker over the people engaging in everyday activities highlight the reality of wind, water, and solar as an ever present concept on earth.
- I also like this wind energy campaign from DTE Energy because it provides a fun yet highly informative and easy to understand message, "know your own power." The men in the video seem trustworthy and their words are straight to the point, allowing the viewer to become invested in what they have to say.
All of these videos have something in common: they combine a punchy concept with enticing images in a short segment. Each of these campaigns end in a tagline and branding display that allow the viewer to leave with a heightened knowledge of renewable energy and a name to remember. To find out more strategies for your renewable energy company, contact us
and we will start you on your road to effective communication.