What makes an effective healthcare newsletter?

At this point in the marketing game, we all know that content is king, especially when it comes to digital marketing. But healthcare is a unique industry. When you’re dealing with HIPAA and health subjects that can be touchy, how can you provide quality and relevant content to your patients to keep them informed and coming back to your healthcare organization?

Create a newsletter.

Not only are print publications still relevant, they are also an effective way to reach a patient base. But as with all content, it needs to be engaging, interesting, and relevant to your patients. To do that effectively, you’ll need a few elements

Tell a story

First and foremost, people want to read about people. Interviewing patients and getting the story about their health journey is essential to healthcare messaging. Their experiences with your providers and support staff, as well as their descriptions of the quality of their care, are all important to build your brand and instill trust in the readers of your newsletter. A patient story is proof that your claims about your organization are true – that your care is compassionate and effective.

Give a face to your providers

As the main face most patients will come in contact with at your organization, providers need to be approachable. The best way to do that is to humanize them with stories about them and photos of them with patients at work. Their approach to care will be important for patients interested in selecting a provider, and their personality can shine through a newsletter piece specifically about their specialty.

Educate about service lines

What services does your organization offer? Patients might not always be aware of what is available to them, which can lead them to choosing your competition instead. Let them know what you have and how it can benefit them. Specialized articles about particular serv

ices or new technologies shows off your expertise and lets patients know that your organization is up-to-date with the latest methods of care.

To round out the rest of your newsletter, it’s good to keep a few other things in mind:

Contact info – patients need to know where and when they can find you.

Events – what is going on with your organization?

Graphic elements/infographics – enhance your content with some eye catching graphics that are easily digestible and quick to read

Photography – the best kinds of photos are engaging photos with patients, providers, care being given, action. You want to capture your audience’s attention – photography is a great way to do that.

Keep it fresh – update the look every once in a while. Your care is cutting edge – your newsletter needs to reflect that.

With these elements, you can. Need more help? Get started with Jet – we’re experienced in creating healthcare newsletters for organizations of every size. With clean design and a talented copywriter on staff, we can be as involved as you need us to be. To get started, reach out to Jackie today – we’re offering a discount on start-up costs for a limited time.

View some other examples here, here, and here.


Kirsten Queen, Project Manager at Jet Marketing

Kirsten is a big reader, and used to sneak The Boxcar Children under her desk at school in 3rd grade to read during class.


Brand Personality — Pumpkin-Spiced

 

Every year as summer begins to soften into fall, there are a couple of things I look forward to. The sweater weather, the changing leaves, football season and…Starbucks’ Pumpkin Spice latte.

Not only do I love the taste of it, I love the special voice that their marketing team gives the PSL on social media.

Everything from beer, to cereal, to chips and salsa can be pumpkin-flavored, and we can give the credit for pumpkin spiced passion to Starbucks. The PSL was first created in 2003, and has started a pumpkin spice boom every fall season since. From the beginning of September to the end of October (or Pumpkin Spice Season), @TheRealPSL is active on Twitter, Instagram, and Tumblr with cleverly curated posts. The PSL has been on social media since 2014. Aside from the Frappucino, The PSL is the only drink on Starbucks’ menu that has its own social media account.

Ultimately, the PSL social media is all about creating and sustaining hype for the drink. The PSL accounts are only active in the fall — first, to announce the imminent arrival of the PSL, and thereafter to remind people they can still get it.

As a major part of Starbucks’ sales, the PSL and its social media are essential.

So what makes the PSL social media strategy so effective? Four vital attributes–audience, scarcity, brand personality and creative content.

Audience

Starbucks knows their audience well. PSL customers tend to be somewhat affluent, health-conscious millennials. Reaching their audience effectively means that Starbucks has been able to gain a lot of followers (37k on Instagram, 17.4k on Twitter). Not only do they have a significant number of followers, the PSL generates significant engagement on their posts as well. PSL posts receive 493% more likes per photo than Starbucks’ regular posts.

By using a mixture of photos, videos, and GIFs, the PSL is able to diversify their social media feed and keep it interesting. And @TheRealPSL adds the bonus of responding personally to its followers.

Now you see where I got the good looks & bad eyesight. #FBF

A post shared by Pumpkin Spice Latte (@therealpsl) on

Scarcity

The PSL only comes around once a year for a short amount of time. Starbucks takes the cue of the changing leaves to start creating hype. By using clever, sporadic posts for the PSL social media, Starbucks drives excitement for the PSL and thus the purchase of the beverage.

Brand Personality

Unlike the other social media accounts for Starbucks, The PSL is very much a brand character or persona. The posts are put into PSL’s first person voice. The more PSL posts, the more the audience learns about the character. Even though it’s a product and it’s not around most of the year, the audience is invested in the PSL story, and they grow to love the PSL character. And because the brand has a well-defined, fun personality the content they produce is top-notch.

Creative Content

To go along with brand personality, the PSL social team has created posts that are eye-catching, entertaining, and fun. We learn the PSL goes backpacking, has a pumpkin-cat named Ginger, and other fun details. And the brand is responsive — engaging with fans that want to interact with the beverage on social.

For another example of a company using a branding character, check out New Belgium Brewing Company’s Voodoo Ranger. He’s a relatively new marketing tool for New Belgium, but he’s already the face of four of their beers.

Utilize the PSL social media strategy for your own marketing goals. But be sure to be original — we all know that the copycats aren’t the same as the real thing! Now, who’s thirsty for a PSL?


Kirsten Queen, Project Manager at Jet Marketing

Kirsten once dressed up as a PSL for Halloween and it’s still her favorite costume to date.


Five reasons your brand isn’t working any more – and what to do about it.

Like everything in life, business is about relationships, and branding does a lot of the talking for you to your customers. Your brand communicates your values to your customers – are you trying to sell fun, quality, reliability, familiarity, innovation, or something else? Does your brand say that? If your branding isn’t communicating what you want it to, it’s time to think about rebranding. A rebrand isn’t a decision to take lightly — but it can make all the difference for a company, and take it to new levels.

Some reasons an organization might need to rebrand are:

A bad reputation — less than stellar customer service relationships may have tarnished your image. You’re ready to start over — with a new identity that’s more focused on your customers.

Name change, or a merger/acquisition — New blood in the family or a new direction prompts a conversation. Who are we? What do we do differently? How can we explain how the new organization is for the customer’s benefit?

Your brand no longer describes what you do — Along the way, your organization may have found a way to specialize or found new avenues of business. A rebrand helps solidify your place of relevance in today’s market.

Confusing — what is it you do again? If the customer has to ask this, they’ll probably use your competition instead.

You look like a competitor — You gotta stand out from the crowd.

Take rebranding as an opportunity to solidify colors, taglines, logos, and your look and feel to create a professional package that can be maintained across mediums. A brand isn’t just about the logos — it needs to be about your brand’s promise to customers too. A solid brand is a launch pad to fulfilling your customer’s expectations of you.

Branding & Strat_3

A few of our clients have had different reasons for rebranding. For Campbell County Health, located in Gillette, Wyoming, they needed to figure out a name that showed that they were a health system, not just a hospital. With clinics, a hospital, and a variety of specialties and facilities, they needed a name and brand that encompassed the whole organization. By rebranding to Campbell County Health, they were able to designate themselves as a health system, not only a hospital. For their patients, Campbell County Health is now a more comprehensive health system that can provide excellent care for a variety of needs.

 

Another client, Prowers Medical Center, had had the same logo for almost 20 years. They had an outdated logo that didn’t speak to their real expertise. As one of the Top 100 Rural and Community Hospitals in the nation, Prowers Medical Center needed to look like it and present a united front. With a new brand, Prowers Medical Center extends the promise to their patients that they are contemporary and patient-centered. Branding & Strat_1

So — what kind of message are you trying to communicate to your customers, and is your brand doing that? If not — reach out to us. We’re great at helping you define your brand message. And from logos to materials, we’ll get you there.

Kirsten Queen, Project Manager at Jet Marketing

Among friends, family, and at the office, Kirsten is known as the cat lady – she’s starting to think it’s time for a personal rebrand!

😹

 


Dress for the Magnet ® Designation You Want

Remember when you were first learning how to put together a resume? Or how to prepare for a job interview? One of the first lessons we learn about presenting ourselves professionally is that we have to look good, whether that’s on paper or in person. Like the old adage says, dress for the job you want, not the one you have.

Magnet_Baylor2As marketers, we know the power of presentation. A new logo change can completely elevate a brand. Professional collateral will confirm that you know what you’re talking about. No matter what anyone says, presentation of your brand matters.

The same thing goes for applying for Magnet ® designation. Applying for Magnet is in itself a journey of continual improvement within the organization – winning the designation can help set you apart when it comes to consumer choices and recruiting quality nurses and physicians. The designation is a marketing tool as much as it is a sign of excellence in nursing.

Achieving Magnet designation can seem like a chore for your nursing staff. There’s an overwhelming amount of data and narrative that has to be gathered. We’ve heard the process described as herding cats. And often, the presentation of a program’s Magnet application can be passed by the wayside because there is so much to do.

But because achieving Magnet status is still part of building your brand, here’s why you need to focus on the presentation of your application. Design and usability aren’t factors you can ignore in your application — they can make or break you.

Easy to Read

Nothing is more frustrating or intimidating than thick blocks of text. They’re impenetrable and discouraging to read. If your appraiser is frustrated trying to read your application, your content isn’t going to speak for itself. Your application needs to have clear headers, sub-heads, and paragraphs to ensure that your appraiser can consume your application in manageable bites.Jet Magnet page image

Navigation

Moving through your content is another important piece. Your application is full of information, and an appraiser needs to be able to find what they are looking for quickly, whether that’s a specific section or just clicking on a link. And more importantly — your navigation tools need to work. Links need to be functional and take you to the correct document. Transitioning from one section of your application to the next needs to be smooth and intuitive.

Professional Presentation

Appraisers might say they are just looking for your information, but imagine if that information is also esthetically pleasing and professionally presented. There’s just something different about a document that is formatted nicely than one that is cobbled together. How will you feel showing the application as a reflection of your efforts?

Your organization is amazing — otherwise you wouldn’t be applying for Magnet status. It matters how your application looks — it’s going to go the extra mile for you. We respect your team, your brand, and the people in your organization creating that brand — including your nursing staff. With our unique talents, we can help you get there.

Our unique Magnet® Electronic Submission Tool hits all the points on the list. We can create a custom, clickable, off-line website of your submission design expressly for Magnet appraisers. With our tool, you’re going to look every bit as deserving of Magnet status as you are.

Call today about the Jet Magnet® Electronic Submission Tool. We’d be more than happy to give you a demo.


#Horsepower: How the Denver Broncos Play the Social Media Game

I may be biased, but some of my favorite social media accounts are run by the Denver Broncos.

The NFL and its teams are all spread out across social media platforms, utilizing Facebook, Twitter, Instagram, and even Snapchat. Social media allows NFL teams to engage their fans on a daily basis, providing footage of practice that day, interviews with players, interviews with coaches, and more. More than ever, fans know what is going on with their favorite team in real time. Because the NFL teams use social media in this way, the fans feel involved and more invested in their team. They even have the opportunity to engage with their favorite players on a personal level.

All of this leads to increased engagement from their fans. Today, when people watch TV, they are often also on their smartphone, tablet, or computer. Being on social media allows the NFL to capture their attention outside of just the television.

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Facebook

Here’s what I love about the Broncos’ social media accounts.

They know how to use their platforms correctly.

Often, social media users think platforms are interchangeable, but they really aren’t. People use different platforms for different reasons. Facebook is still king of social media, but Twitter and Instagram are growing in importance, and from a branding perspective, Snapchat can be pretty invaluable. While the Broncos sometimes share the same posts across different platforms, each platform also has unique content. This is important because having different content on different platforms ensures that your followers are following you everywhere. It provides different angles to your brand.

 

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Instagram

They focus on their people.

Fans care about the players on the team, and the Broncos do a good job of focusing on their players through their various platforms. They share articles and photos about the players and coaches. And the Broncos don’t only focus on current players, but players from the Broncos’ rich history, like John Elway and Coach Kubiak back in his playing days. They share every aspect of the team — including the mascot and the cheerleaders.

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Snapchat

This area is where the Broncos’ Instagram and Snapchat shine. They show-off the unique personality of their players, like Von Miller’s unique style and Emmanuel Sanders’ dedication to the fans. It’s especially great when they feature the fans — making them a part of the Broncos team as well. Their Snapchat stories show off daily life for the Broncos. They snap the players at practice, and interview them and the coaches. They have players “take over” the platform, giving their feed a shot of personality. Both of these platforms are great ways to engage their audience, especially their younger fans.

They are all about their brand, and make updates where they’re needed.

Of course, if you look at the page, Broncos blue and orange is everywhere. They tout the history of the organization. But even more interesting now is their creation of a new hashtag. The Broncos used the #UnitedinOrange in 2015 and before that, but they have a new hashtag out – #Horsepower. To me, this hashtag suggests a reinvigorating of the brand. They already have unity with their fans — now they’re about moving into the future. With #UnitedinOrange, the Broncos were gathering strength. Now they’re on the move, and so the brand has to be as well. The Broncos demonstrate that it’s important to evaluate your messaging, and make sure it’s still what you want to be projecting.

Their content is regular and frequent.

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Twitter

The Broncos know how to give hungry fans what they want — more and more information about players, upcoming games, and strategies. Each account posts several times a day, and the content is relevant. They live-tweet/post during games, ensuring that fans who aren’t able to make it to a television can still participate and know what is going on. They also post a lot of video — showing incredible plays and what is going on in practice. Because they are posting frequently about what their fans care about, the Broncos are able to drive a lot of engagement on each post.

There’s a lot to learn from the Broncos and their social media accounts, especially regarding the specific use of social media platforms. Consider their social media playbook, run through a few plays, and you too can be a social media champion.

Go Broncos!

Kirsten Queen, Project Manager at Jet Marketing

Kirsten is proud to wear that #18 jersey, and has her fingers crossed for a great season for the Denver Broncos.


Giving Back to Your Community is a Great Marketing Strategy

These days, it seems like everyone is participating in some kind of cause-based marketing campaign. Some pretty famous brands center on causes, like Livestrong and Product (RED). Box Tops for Education have long brightened our cereal boxes. Other brands like TOMS and Warby Parker have built a business around a cause. Even the NFL outfits their athletes in either pink or camo (depending on the month) for breast cancer awareness and their Salute to Service for veterans.

Cause-based marketing is a partnership between nonprofit and for-profit organizations for mutual benefit. It intends to bring awareness and fundraising to a good cause or nonprofit. This might sound like a lot of work, time, and money to spend on charity rather than on your own business, but there are a lot of good reasons why you might consider a cause-based marketing campaign. It’s an excellent way to build a reputation for your company and to create trust.

Your customers probably prefer a company that is associated with a cause. Almost a quarter of American shoppers usually buy one brand over another for this reason. Not only do customers care about causes, it’s also a lucrative field slated to continue growing. That’s a great big piece of market for you to get in on. And, despite the influx of cause-based campaigns, consumers remain very receptive to them.

Your employees also prefer to work for a company associated with a cause, especially one that relates to their community. It shows an investment from your company in your community — right where your employees live. People want their work to make a difference.

Cause-based marketing engages both your customers and employees, showing them that you care not only about them, but about the communities where they work and live. You’re not only doing good, you’re building a brand reputation.

So, how do you get involved in cause-based marketing? There are a couple things to consider, and it’s best to be strategic.

First, consider your company, your mission, your values, your audience. You want to be involved in a campaign that benefits you and the nonprofit or cause you partner with.

Any campaign you get involved in must feel true to your brand – consumers can see through gimmicks designed to pull their heartstrings and get their dollar. You want to keep and grow your customers’ trust. Don’t lose it by jumping aboard the cause-based train without careful thought.

Second, consider your range. Your company may be small and local, or vast and global.

For Jet Marketing, it makes sense for us to be involved locally. We are involved with WomenGive, an organization that supports local single mothers with childcare scholarships as they go back to school. Our team members support WomenGive individually, but we participate as a team. As Jet is largely made up of women, this makes sense for us. It appeals to all of us working here, and we get to support our community by participating.

WomenGive
Jet hosted a table at the WomenGive luncheon, bringing together other women from our community to learn more about the program.

 

Far from just being trendy, cause-based marketing is a strategy that you can use to grow your brand and support your community. These type of campaigns promote your name, build trust around your brand, and motivate both your customers and employees. Making a difference in the world can also make the difference for your brand down the road.

Reach out to Jet whenever you’re ready to get started.

Sources: http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm; http://adage.com/article/agency-viewpoint/marketing-hot-pay-good/293537/

Kirsten Queen, Project Manager at Jet Marketing

Kirsten comes from a background in nonprofit work and is excited to learn more about the places where nonprofit work and marketing connect.