Category Archives: marketing

How three innovative physicians use Periscope

Periscope, the live-streaming app, launched nearly three months ago. Owned by Twitter, the app can be used with either a Twitter account or a phone number and allows anyone with a smart phone the ability to share their view with people around the globe.

Scoping tourist attractions and beautiful views are a staple of Periscope broadcasts, but one of the best ways we’re seeing it used is for education. Experts or advocates for a topic important to them can live stream themselves talking and answering questions that come through in the comments.

You’ll find Periscope accounts by physicians across many specialties, but so far most of them are lurking to see what it’s all about. Yet there are a small handful of innovative, early-adopters who are making their mark and finding a way to make a difference in people’s lives through live-streaming.

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Are doctors using Twitter? Yes, they are!

This week I attended the Health Care Social Media Summit at the Mayo Clinic Center for Social Media in Rochester, Minnesota.

One of my colleagues from WCG, Greg Matthews, presented the afternoon keynote about physician social media trends: How hospitals and doctors use online channels to communicate in partnership. Greg is the genius behind MDigitalLife and is highly regarded by physicians and marketers around the world for his efforts in this space.

I work with many different health care clients and the question I hear repeatedly is, “Are doctors really using Twitter?” and “Are you sure it’s not just their marketing team doing it for them?” The answer is definitely yes and yes.

Every person in the room during Greg’s presentation will now answer that question with a big yes, too! Doctors are tweeting and blogging, and many of them are using LinkedIn as well.

Here are some of the highlights I captured from Greg’s presentation, via my tweets:

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Feeling stretched? Tips for working with challenging clients

I’ve spent many years working in large organizations where the marketing and communications teams need to serve as a support function to the business unit leadership, working in many ways like an internal agency. We often referred to our colleagues in the business units as “clients” and strived to provide great client service. The trouble is that budgets and staff resources are always at a minimum and there’s no way you can meet all of the client demands. In these situations, I’ve learned, it’s helpful to lean heavily on expectation-setting and not over-promising beyond what you can truly deliver.

Here are some of the strategies I’ve found particularly helpful to successfully navigate these sticky situations.

1. How do you make them feel? Your relationship with the client is often less about what you do for them and more about how you make them feel when you’re with them. In a world where most people are under extreme pressure to perform, sleep deprived and on deadline, it’s important to pay attention to our attitude (be positive) and make sure we present our best self. Many times clients think of marketing/communications as the “fun time” of their day and want to “be creative” and enjoy the time with you. Other times they might look to you as a confidant, or want to chat about their weekend. Be friendly, be curious, give them your full attention and make them feel as though they are the most important person in your world in that moment. Because they need to be.

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8 ways to use your network to attract great job candidates

I recently hired two new employees to my team. My colleagues in recruitment and fellow managers were surprised by how many great candidates applied for the position. We had a higher number than usual in part because I actively sought out candidates using my personal and professional networks.

Many managers rely solely on their recruitment team and forget how much they can personally do to find great candidates. You have a network, use it!

In addition to the job listings your recruitment team posts, here are some ways you can spread the word:

1. Email your colleagues – Send an email to your team and others throughout the organization who frequently work with this open position. Ask them to think about candidates who might be interested in this opportunity. Include a brief summary of the position. Encourage them to view the posting on your company web site and to let you know if anyone they refer applies for the position so you can keep an eye out for the application.

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5 tips for PR pros working with bloggers

Creating memorable blogger experiences can pay off. Cub Foods held an in-store blogger event focused on nutrition. Pictured are Liz from Kitchen Pantry Scientist, Kate from Kate in the Kitchen and Crystal from Cafe Cyan.

I’ve heard quite a bit of negative chatter lately from bloggers about the PR pitches coming their way. This isn’t a new thing, of course, there’s been a rub between PR folks and bloggers for as long as there have been blogs.

There are many insightful PR folks out there doing great things with blogger outreach. I’ll mention a few of them later in this post. My perspective on the topic is fairly broad. I’ve been blogging for more than 6 years, I’m a marketing and communications professional in my day job, and well, I know a lot of bloggers through my work as founder of the MN Blogger Conference.

I started my lifestyle blog Marketing Mama as a place to write about things that are important to me. The majority of pitches that come my way are not relevant and not personalized. However, it can be pretty amazing when the stars align and a great opportunity comes my way. I’ve had some awesome experiences via my blog, such as a VIP night at a U2 concert and an all-expense-paid trip to NYC. And those are just a couple of them off the top of my head.

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