How to Enhance your Clinical Value and Brand through Blog Writing

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Willa Lindsey
6 years ago
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1 Disclosure 1

Social Media and Physical Therapy Managing outpatient for 17 years 11 clinics in Upstate NY Clinical Liaison with Sales and Marketing Began managing

2 Social Media and Physical Therapy Managing outpatient for 17 years 11 clinics in Upstate NY Clinical Liaison with Sales and Marketing Began managing social channels in 2010 with help from experts Learned a lot now we create and post own content Disclosure Why Blog? Quality Clinical Care Education Branding 2

accessed health information on line 91% of people with a smartphone make a

3 Musculoskeletal Experts Disclosure The Power of Social 16 minutes of each hour, people spend on social channels 65% of people own a smartphone and 62% have accessed health information on line 91% of people with a smartphone make a consumer choice based on information online Direct Access= Consumer Choice= Opportunity 3

4 Objectives: Outline a blog strategy for your Physical Therapy Brand practice through Blog Writing Ways to identify trending topics to your community Describe how Alanna to develop Pokorski, an PT, DPT effective, relevant blog so Sports that Physical it increases Therapy your of New clinical York, PC value and search-ability What is definition Disclosureof a Blog? Truncation of the expression Weblog Discussion or information site published on the world wide web Entries or posts appear in reverse chronological order Comments and interaction are encouraged by the author 4

5 Where do I put my Blog? Blogs should be located on your website Clear on homepage, then in subdomain Drive TRAFFIC to website WHY? Blog engagement is a large determining factor in SEO SEO= Search Engine Optimization Disclosure Website Placement of Blog 5

6 Search Engine Optimization Maximize online presence to improve company s website listing Several factors contribute Algorithm changes constantly Blog engagement Blogs increase ranking for your website listing Make the blog clear on your website! Writing the Clinical Blog Disclosure Make it simple and easy to understand. Not meant for a medical journal, language is PATIENT friendly Visualize and be helpful - pretend you are talking with a patient 6

Writing a Clinical Blog Provide an expert point of view Cut out fluff words (no more than 300 words) Hyperlink to other sites to increase validity, example:

7 Writing a Clinical Blog Provide an expert point of view Cut out fluff words (no more than 300 words) Hyperlink to other sites to increase validity, example: sportsmetrics.com. List references 4 Structures Disclosure of a Clinical Blog 1.) List Posts: 5 Statistics that explain why. 2.) How-to: Why matters, and how to do it. 7

8 Structures of a Clinical Blog 3.) Insights: Gather multiple research articles/views on a certain topic 4.) Reaction Post: Provide an opinion or expert advice on a recent event or industry article, Ex: Recent injury in sport, Opioid use for pain Who writes Disclosure the blog? Clinicians: passionate clinical topics Give at least 1 month of writing time The Unless purpose it s of a this trending presentation topic: is to Famous share resources athlete that suffered a concussion last night Create a blog team for ASAP content Guest bloggers: those you trust 8

Your students. Best Blog Writers Socially connected and great practice Sources Disclosure of Content Create a Google Alert ( www.google.

9 Your students. Best Blog Writers Socially connected and great practice Sources Disclosure of Content Create a Google Alert ( Local news alerts Moveforward.com Huffington Post ESPN.com Webmed.com Student In-services Recent clinical course or patient experience 9

10 Posting the Blog WordPress is a great option for a quality blog Once Brand live on WordPress, through Blog then you Writing can post to other sites (Facebook, LinkedIn, Twitter) Sprout Social is a good option to use Can post on several different social media sites at once, just Sports need Physical to copy and Therapy paste of the New link York, to the PC blog and select Practice sites to post Wellness on Resources, LLC Posting Disclosure the Blog Use a quality photo that speaks to topic The purpose of this presentation to share resources that 1-2 blogs per week consistently WordPress and Sprout Social: you can schedule several posts at once You can post everyday without actually having to go on everyday 10

11 Promoting Blogs on Facebook Ages: 28-42, most common 53% female and 47% male Highest traffic: midweek between 1 and 4 pm Thursdays and Fridays, engagement is 18% higher Facebook Disclosure Engagement Content with visuals get 94% more total views, and 40X more likely to be shared. 11

Twitter 18-29 years old Most variety; No gender disparity Best posting time is Mon-Thurs between

12 Blog on Facebook Monitor trends of day/time for engagement of blogs Track topics that elicit engagement Encourage staff to share blogs on Facebook with personal message Blog Disclosure on Twitter years old Most variety; No gender disparity Best posting time is Mon-Thurs between 1-3pm Tweets with less than 100 characters receive a 17% higher response rate Timing matters for breaking news 12

#Hashtags #Hashtags should be strategically placed and written #Hashtags allow you to enter into ongoing conversations Capitalize individual

#PhysicalTherapy Limit hashtags to TWO per post Blogs Disclosure on LinkedIn 1 Billion active users Two new users join LinkedIn every second

13 #Hashtags #Hashtags should be strategically placed and written #Hashtags allow you to enter into ongoing conversations Capitalize individual Alanna words Pokorski, to read PT, easier DPT Group Sports words Physical together Therapy when appropriate, of New York, for PC example #PhysicalTherapy Limit hashtags to TWO per post Blogs Disclosure on LinkedIn 1 Billion active users Two new users join LinkedIn every second Users are 8X more engaged with your brand 3X more likely to buy your product 2X more likely to recommend it once they ve connected with you 13

14 LinkedIn How LinkedIn to Enhance is the your #1 social Clinical referral Value and source Brand to direct through traffic Blog to Writing your main website 4X more than FB and Twitter LinkedIn Disclosure Demographic Ages ( 27%) and (24%) age groups 38% of users have at least 1 college degree Men (24%) more likely to use LinkedIn than women (19%) Highest traffic is Monday-Friday, 7 am- 9am and Alanna 5pm-6pm Pokorski has no relevant financial relationships Blogs are a recruiting tool for high quality clinicians 14

15 Blog Best Practices Create Relevant Content Determine the best methods to publicize to improve reach Define/manage opportunities specific to your brand Schedule 1-2 Blogs per week consistently Non-Branded Disclosure Keyword Content Readers do NOT want you to talk about your company. Don t sell The Blog purpose will drive of traffic this presentation to website is to share resources that Blogs allow to build incoming traffic from NON-branded Alanna keywords Pokorski has no relevant financial relationships Branded keywords: Sports, Physical Therapy Non-Branded Keywords: ACL reconstruction, Football Teddy Bridgewater 15

Questions should address future topics The purpose of this presentation is to share resources that Preference?

16 Non-Branded Keywords Critical for driving traffic to website Additional Value for your Brand Typing in those keywords will send people to your website, and your blog Validates your expertise Gather Feedback Disclosureon Blogs Conduct a short survey Questions should address future topics The purpose of this presentation is to share resources that Preference? ( text, audio, video, etc) Survey should have open end space as well Alanna what would Pokorski YOU has no like relevant see? financial relationships 16

blog writer(s) Start with 1 blog per month (SHORT/SIMPLE) Share on your other

17 OK Where do I start? Get a blog button visible on homepage of website Identify clinical passions with blog writer(s) Start with 1 blog per month (SHORT/SIMPLE) Share on your other social channels Should NOT be a stressor Grow additional frequency from there Why Disclosure Blog? Quality Clinical Care Education Branding 17

18 Questions? Thank you! Contact Disclosure Info The purpose of this presentation is to share resources that Website:

STATISTICS Cheat Sheet

STATISTICS Cheat Sheet Social Media Statistics There are more than 2 billion active social media users 74% of internet users are using social media, with women (76%) having a slight edge over men (72%).