Make your healthcare story gold

You’re a hospital public relations professional and you want to get on the evening news. And you will — because you have Dr. McDreamy saving lives in your OR and Elmo visiting patients in your cancer ward. And yet, at the end of every news-crew-coordinating day, your executives demand a completely different level of recognition.

The C-suite wants gold: the CNN interview with the highly sought-after surgeon they just hired. A 60 Minutes story about the new hunk of technology the board just agreed to pay for. Even if you’re a seasoned and connected PR professional, these are elusive goals. So what do you do?

Ask yourself what rates as news. Think like an editor, reporter and producer — or better yet, like a reader or viewer. Is this a story you would tune into? Never pitch a story that is not newsworthy — it will keep you from the gold.

Focus on who — not what — makes miracles happen. Acquiring the latest technology has to be about more than flexing muscles in a competitive environment. The new doohickey must be saving or improving people’s lives.

Be creative. In the sea of new media, find the most effective vehicle for the story. The award and accreditation story may be best told via trade media. The health clinic and expert panel may be best told in a social media outlet. The sensational patient story is best on the evening news, while the issue-related medical ethics story is best for a print outlet. Be aware of your venues and use them wisely.

With media calling on one line and your executives on the other, you need to go for the gold, but keep a level head and steady stride.

Can mobile media compete with the jumbotron?

These days, it seems like everyone is asking whether something is about to kill something else: "Will html5 kill flash?" "Will the iPad kill Kindle?"

So, with tongue firmly in cheek, I thought, "I gotta get in on this killing spree."

In my daily romp through my normal news sites, I stumbled upon an article about a guy named Fred Ehrhart who is taking advantage of online marketing's incredible targeting capabilities to ask a question usually reserved for jumbotrons, billboards and banners being towed behind airplanes: "Will you marry me?" The ads are all long gone, but they directed his potential bride and anyone else who clicked to this landing page.

He asked visitors to "Please post to your Twitter, Facebook, blogs, and anything else you can with the Hash tag #SayYesD and tell your friends to do the same. Link back to this page and show people my list so they can understand how much I love Dalila. We are going to aggregate all your messages and show Dalila how many people think she should say yes."

To answer my own question in the headline, I doubt that mobile devices can ever compete with the thrill of seeing yourself on the big screen at a ball game. So, don't be afraid of these technologies. They're not killers, they're facilitators of true love.

Spoiler alert: she said yes.

On a side note, his approach was also a lot safer than this. Ouch.

Radio's impact on brand browsing.

Good news for our clients who utilize radio. A new RAB survey shows that radio advertising grows online brand browsing by 52%.

Twenty-three brand campaigns were measured in the research. Not only were 52% of respondents more likely to include that brand name in their browsing, but 58% of all browsing stimulated by radio took place within 24 hours.

Radio. It's fast, efficient and a great way to drive people to your website.

A paid search campaign for Greater Wilmington Convention & Visitors Bureau

This is the second in a series of case studies for those who read our blog. I think it's a nice opportunity to share examples of our work.

Promoting Corporate Event Planning in Wilmington, DE

Client: Greater Wilmington Convention & Visitors Bureau (GWCVB)

Situation
For the first half of 2009, the GWCVB asked AB&C to promote its B2B efforts by increasing awareness of its meetings program. The GWCVB had traditionally promoted events planning in a 300-mile radius, their primary and secondary target geographies.

Strategy
Event planning has traditionally been a secondary focus of the GWCVB, and its marketing allocation reflects this. We wanted to maximize marketing budget while satisfying the demand of professionals already reading about and researching places to hold corporate events.

Execution
AB&C managed a paid search campaign utilizing keywords focused around the concerns of business meeting planners. We targeted the ads to appear only to an audience within 150 miles of Wilmington, Delaware, their primary target geography, which remains close enough to make an in-person trip to view facilities and weigh the wealth of options that Wilmington presents.

Results
By focusing on active planners within a tighter geography, we were able to stretch our resources while having a bigger splash with our select audiences. During the campaign, 41% of all visits came courtesy of the web media campaign. The campaign also reversed a trend of declining visitors, bringing in 30% more visits than First Half 2008 and a staggering 72% more visits than Second Half 2008. Unfortunately, with the end of the program at the wrap of First Half 2009, the downward trend returned, with a dramatic 40% drop in visits for Second Half 2009.

A paid search campaign for Southern Delaware Tourism

Below is the first in a series of case studies that we wanted to share with those of you who read our blog. We think it's a great opportunity to share examples of our work and capabilities. The case study below, for our client Southern Delaware Tourism, showcases our online media capabilities, specifically paid search campaigns.

An Introduction of the Southern Delaware Culinary Coast

Client: Southern Delaware Tourism (SDT)

Situation
From July 15 through August 31, 2009, SDT asked AB&C to promote its Culinary Coast concept, touting its collection of restaurants and tourism destinations. Of the total media budget, 30% was earmarked for web media.

Strategy
Our first concern was awareness. Faced with limited resources and a sharp decline in recreational travel, we developed a targeted audience-focused solution. The audiences selected were foodies, the LGBT community, beer and wine fans and the staycation set. Our second concern was buy-in from local businesses, with the intention of co-branding the advertising for the 2010 summer season.

Execution
AB&C managed a paid search campaign utilizing keywords focused around the travel concerns of our specific target audiences, layering on direct buys with The Washington Blade (LGBT), Food Network (foodies & beer and wine fans) and The Washington Post travel section (staycation). We also targeted the ads to appear only to an audience within 150 miles of southern Delaware, close enough to make a weekend out of their trip.Concerning future co-branding, we constructed the plan with enough flexibility to easily incorporate a larger media buy and additional audience segments.

Results
Using these targeting methods allowed us to stretch our limited resources to have a bigger splash with our select audiences. During the campaign, 88% of all visits came courtesy of the web media campaign. 30% of the media resulted in 88% of the traffic.

How much time are you spending online?

There was a very interesting study released by Harris Interactive showing that web users are online an average of 13 hours per week. This is a slight dip from the same observed period in 2008 where they saw average users online for 14 hours per week. The major change? In 2008, 43% of users were online at work. In 2009, that dipped to 40%.

Harris tracks use at home, at work and at what they list as “other location.” Online at Home and Online at Work have both seen Year-Over-Year growth since the study began in 1995, with this being the first year they have seen a dip for the Online at Work category. A simple explanation may be that there are fewer people at work this year then there were last year.

Beyond that, the study is a very interesting look at the growth within the last two years in the amount of time users spend online. In 2006, that number was 9 hours. 2007 saw 11 hours. 2008 and 2009 saw an average of 13.5 hours spent online per week. Even more interesting is the fact that this time does not include time spent on email.

Another interesting takeaway from the study is subject audience itself. Harris Poll culled this data from 2,029 men and women aged 18 and over through phone surveys. It would be very interesting to know if these were randomly selected phone numbers, since landline use across the globe has been dramatically decreasing. Nielsen reported in September 2008 that nearly 20% of all households in the US do not even have a landline, effectively removing them from Harris Poll’s eligible subject group. This group also scores high for broadband web use, pointing to a population of web users that have been potentially ignored by the Harris Polls study.

Why online advertising is important for hospitals.

By: Kelly Hocutt and David Michaluk

Are you still reluctant to advertise your hospital on the web? Maybe you’re bound by tradition. Or maybe you think healthcare is too private for the web — and people seek information only from people they can trust. But research by OTX and Google shows that adding search and web advertising to your marketing mix is more than just helpful — it’s essential.

That’s right. Consumers are increasingly going online for hospital information. 41% go to the Internet before seeking advice from healthcare professionals or friends and relatives. When these information-seekers get to the Internet, 76% go to hospital websites, 62% to search engines and 56% to health websites. They’re using more than one destination — which means if you’re not using search engine ads and ad networks, you’re missing a sizable audience. If they don’t see you, you don’t exist.

And they’re not just window-shopping, either. After finding information, 59% of these consumers take action. This includes 46% who look for more information, 16% who clicked on an ad, 14% who forwarded a link or video and 10% who booked an appointment. These additional actions translate into greater awareness of your organization, good feelings, referrals and appointments. Do these goals sound familiar?

Just as important: Recall is higher for online search than for any other medium. Yep, more bang for your buck. 43% remember online ads while only 32% recall TV ads, 28% informational brochures, 18% newspaper ads and 18% billboard ads. Isn’t your aim in advertising to get your audience to remember you? You’re spending a lot of money advertising, so get more value for your money and welcome online advertising into your marketing mix. Plus, when people recall an online ad, 43% look online for more information, 38% ask a medical professional about a hospital, and 38% ask a friend or family member about a hospital.

So, should your hospital advertise online? The numbers say it all.

Things have really changed in the online world.

I’ve become a big fan of the publication Mediaweek, despite the fact that I’ve never planned nor bought any media — ever. Yet, for some reason, I’m sent a copy of this magazine every week, so who am I not to read it? It’s funny how certain publications find their way to your mailbox. For example, I also look forward to my weekly dose of Modern Manicurist. There’s nothing quite like an article centered on the finer points of nail sculpture.

But getting back to Mediaweek, their recent “Best of the Decade” issue offers some interesting statistics about online-related trends over the last ten years. I love interesting statistics. (Perhaps Mediaweek realizes this and that’s why they’re sending me their magazine.) Here’s the first online fact: “Americans who said they used the Internet in 2000-01: 53%. Americans who use it today: 75%.” That’s three people out of every four. Not totally surprising. How about, “Total daily time Americans spent online in 2000: Less than 30 minutes. Time they spend on the web each day now: 4 hours.” No wonder we’re all so chunky! What were we doing with the extra 3? hours not spent online in 2000, power-walking? And perhaps the most astounding online statistic of all, “Number of text messages sent in 2005: 5.4 billion. Estimated number of text messages sent in 2008: 1+ trillion. That’s “trillion” with a “tr.”

Next up: I offer some hot tips on the do-it-yourself reverse French manicure.

Marketing via a NYC cab

The old adage in New York City is never watch the road while being driven in a cab (I use the word “driven” loosely). Well, over the past year, that advice has become a bit easier to follow — LCD screens have been added to the backseats of NYC yellow cabs! Now, the once white-knuckled passenger can sit back and relax while catching the latest movie reviews, learning about the hottest new restaurants and, of course, watching countless marketing messages, specifically directed toward those of us who find ourselves bracing for the next brake-screeching halt or other equally surprising evasive maneuver.

From H&M to HBO, from Starbucks to State Farm, advertisers of all shapes and sizes are making the most of our commute, and are finding ways to engage with us as we sit in the comfort of a “pleather” bench seat. At times, I even find myself ignoring that blinking red light on the Blackberry or the melodic tones of the iPhone ringer (no, it isn’t Miley Cyrus) and instead directing my attention to the center console for some good old-fashioned digital entertainment and marketing messages, while doing 90 MPH down 9th Avenue!

Here’s a clip showing how Corcoran, a high-end real estate group, uses the in-cab screen to promote property listings with an interactive delivery. And the next time you’re hurtling down 9th, remember — keep your eyes off the road!

Creating demand for Paranormal Activity.

Have you heard about Paranormal Activity, the low-budget horror movie that has been terrifying audiences over the past few weeks? It was reportedly produced for $15,000! But the very strategic marketing paid off as well as a multimillion-dollar campaign.

First came very scary trailers, followed by updated trailers with footage of terrified moviegoers at a sneak preview of the film. This was followed by a limited release in a handful of college towns around the country.

Then came the really clever part: what appeared to be a grassroots campaign to get the movie distributed nationwide. By teasing us, the filmmakers created a public demand for the movie. They drove us — both in commercials and online — to eventful.com, where we could demand that the movie open in our hometown theaters. The site had a real-time running tally of votes and bragged that Paranormal Activity is the first movie to ever be “demanded” by “we the people.” We could also show friends and associates that we supported the “movement” by spreading the word via Twitter, Facebook, a MySpace widget or links in emails.

The best part? It worked — whether or not they ever needed the votes to obtain a national release. How’s that for creating artificial demand? I wonder how future marketing campaigns will incorporate Paranormal Activity’s grassroots web marketing.

Getting creative with billboard design.

Yeah, yeah — we know all about Facebook, Twitter and all the other types of social media. But where does that leave traditional media? Where does that leave the billboard?

It’s hard not to feel bad for traditional media trying to keep up with all of the new technology. But you don’t have to worry about the billboard — some very creative people (not as creative as us) came up with some very clever ways to breathe new life into these oft-maligned road signs. In fact, they may be too eye-catching — it’s easy to imagine drivers so distracted by these works of marketing art that they sail off the overpass.

Check out 50 mind-bending billboards from 10Steps.SG for yourself — but keep your eyes on the road if you drive by them.

Newspaper advertising will recover.

There’s going to be an ad revenue recovery for the beleaguered industry, and it’s coming soon. Yes, the decline is about to end, according to a new forecast that projects print ad revenue will actually rebound 2.4% next year.

Beyond 2010, ad research firm Borrell Associates forecasts that by 2014 newspaper income will be up 8.7% over 2009 and that newspapers’ share of total ad revenue will jump from 14.4% to 15.9%.

How is this going to happen? The thinking is that newspapers are going to stick around as niche players serving a “greatly distilled” audience of well-educated, higher-income readers. Smaller-market publications are actually doing well and, overall, the medium is doing a better job of selling ads and using their sales staffs effectively.

Also good news for the business: 59% of adults still use newspapers for planning, shopping and purchase decisions, making it the leading advertising medium for these activities. And other media trail well behind newspapers as the primary medium for checking out advertising. The closest competitor, the Internet, trails newspapers by 20 percentage points.

A great alternative for out-of-home spending.

According to Media Life, digital out-of-home spending will leap 13.2% from 2008 to 2013 — total spending will reach $4.53 billion, up from $2.6 billion this year. Video ad networks (screens in office buildings, health clubs, fast food chains and gas stations) will make up the largest portion, but the fastest growth in the category will come from digital billboards.

Digital billboards are currently available in the Philadelphia market on the I-95 corridor, but there’s also good news for our Delaware-based clients: The first digital billboard in Delaware will launch mid-September on I-95 near Newark. Digital billboards allow for unlimited design executions with no associated production costs and can be purchased on a weekly, every-four-week or annual basis. Yet another outlet to keep in mind as we search for the most effective ways to get our message out there.

New technology from Google to help ad agencies.

Google has long focused on empowering the consumer, evident in its easy-to-use self-serve tools. This focus is especially apparent to agencies trying to manage client AdWords/Analytics accounts (credit card–centric billing, max of 25 Analytics accounts per Google Account, flimsy integration of Webmaster Tools).

Google is taking steps to remedy this, however, with the launch of AgencyLand, a single repository for all agency info, including training, resources and news. It also gives the freedom to share certain relevant portal aspects with team members, enabling managers to share a piece of knowledge without bogging down employees with the whole pie.

Access requires an MCC customer ID (obviously) and an invite, since it’s a pilot offering.

Stay competitive by advertising.

Almost half of the adults in the United States think that if you’re not advertising, you must be in trouble. And most think that if you are advertising, you’re competitive and committed.

That’s according to a new Ad-ology Research study, “Advertising’s Impact in a Soft Economy.”

Also:

• 40% of consumers use coupons more now than a year ago.
• TV, newspaper, direct mail and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action.
• Store websites ranked second only to search engines as the way consumers research products and shop online.

The lesson? If you want consumers to know you’ve got a healthy business in this sick economy, advertise.

Peel n' Taste

First Flavor Inc. of Bala Cynwyd and US Ink, a Carlstadt, NJ–based company that provides ink for the newspaper industry, recently launched “Taste-it Notes” – newspaper front-page sticky notes that double as flavor strips. Now you can smell and taste a food or beverage product in your morning newspaper!

So far, flavor strips have been used in national campaigns for Welch Foods, Arm & Hammer, SKYY Vodka and Campbell’s Soup. In addition to newspapers, the ads have appeared in People and Rolling Stone magazines.

The Philadelphia Business Journal reports that Taste-it Notes are being billed as “a new way for struggling newspapers to build up ad revenue. … This delivery leverages the power of print advertising and brings an interactive experience that is not possible with online, television or radio ads.”

Now I’m not sure if Taste-it Notes will revitalize the newspaper industry, but this is an interesting new take on product sampling.

The reality of print advertising.

Well, maybe not greatly exaggerated, but there’s a sliver of hope for the faltering industry – at least for the time being.

A new survey of American readers by The Rosen Group, about the state of current and future media, found that nearly 80% of respondents still subscribe to magazines; 83% find that daily newspapers are still relevant. Of those surveyed, though, 40% were uncertain whether newspapers and magazines would exist in 10 years.

The results suggest that although there’s a strong shift to online news consumption and a strong preference for online sources for breaking news, Americans still believe print publications are important to their lives.

The research brief was published by the Center for Media Research – online.

Targeted cable advertising

Ads specifically geared to your household! Yes, cable companies are finally going to be able to do what the direct mail business has been doing since the beginning of time. The New York Times reported that Cablevision Systems is planning to announce the largest project yet using targeted advertising on television.

Cablevision will use targeting technology to route ads to specific households based on data about income, ethnicity, gender or whether the homeowner has children or pets, beginning with 500,000 homes in Brooklyn, the Bronx and parts of New Jersey. The company segments subscribers by demographics, so an advertiser can divide ads among various groups: Procter and Gamble, for example, could send a Pampers spot to new moms, an Iams spot to pet owners or a Spanish spot to Hispanic consumers.

Advertisers have been eager to have the cable industry begin targeted advertising, and with good reason. It’s efficient and has the potential to produce good return. It’s going to take some time before this becomes a national reality, but we’re a step closer to true target marketing on the cable front.

Image courtesy TVGuide.

According to Nielsen, nearly 37.8 million U.S. viewers tuned in between 10 a.m. and 5 p.m. to watch inauguration events on a total of 17 broadcast and cable networks.

This is the most viewers on an inauguration day since Ronald Reagan's in 1981 (41.8 million viewers).

Raleigh-Durham (I miss you, NC) had the highest audience with more than 51% of households tuning in … Seattle-Tacoma had the lowest with only 18.8% of households watching.

Facebook Connect and CNN.com are also getting rave reviews for their coverage of the inauguration. CNN.com offered a live stream of the events alongside Facebook status updates of those also watching the stream. Facebook Connect is a new platform allowing you to bring your Facebook identity along with you to other websites.

Facebook processed more than 1.5 million status updates by late afternoon; during Obama’s speech, updates surged to 8,500 per minute.