Page 13 - Cannabis News Florida Dec 2020

MARKETING & PUBLIC RELATIONS... MARKETING & RELATIONS...

Communicating in the Face of COVID

BY MARIA PIERSON when, where and how of a build inbound links and establish search them through a re-opening? Maybe it’s a
vaccine. engine trust. Share blog content on your board you sit on or the school your chil-
There is no question You have several tools at social media. dren attend.
that today’s healthcare your disposal to deliver your
environment hasn’t been messages. We all have short SOCIAL MEDIA: PUBLICITY:
the same since March of memories, so you cannot Make sure to share your key messages Take advantage of experts in your
this year. However, what communicate the same mes- on your social channels. Social media are organization who can discuss healthcare
has become even more sage too much or too often: platforms for consumer interaction and topics. Due to COVID, there is not a day
important during that relationship building so listen, engage that healthcare is not in the news.
time is communication. WEBSITE: and act. Promote your participation in webinars
Communicating in the Your home page should and in the community.
face of a pandemic takes have a pop-up box reminding WEBINARS/PANELS:
patience, precision and BY MARIA PIERSON visitors to the website what Business and civic groups, chambers, MARKETING/PROMOTIONAL
protocol. What you say, you want them to do. Even if universities and industry-related organi- MATERIALS:
how you say it and the it’s a short message: “Wear a zations are among those hosting webina- Investing in printed materials that you
channels you use to communicate to mask. Wash hands frequently. Stay rs and panel discussions. Do your can also use digitally with certainly be a
your stakeholders should be a priority. socially distance. Your health and safety research and identify one or two that you plus for older patients. Banners and sig-
Your concern for the health and safety are important to us. Our office adheres to might want to be involved with. Or be nage along walkways, in waiting and
of staff, patients and caregivers is, of the CDC health and safety protocols.” entrepreneurial and host your own webi- exam rooms and at the front desk rein-
course, your number on message. But Once on your site, make sure your mes- nar. Typically the most successful are forces your messaging.
don’t stop there. All of your communica- sages are easy to find and understand. those that have a built in group of fol- While no one saw this pandemic com-
tions should and must focus on the how: lowers that will and want to log on to ing, we do see a vaccine on the horizon.
what are you specifically doing to keep CONTENT: hear what you have to say. Start thinking now about how the avail-
your stakeholders healthy and safe. Then Populate your website with content, ability of a vaccine will shape your com-
go beyond that. We are hearing about reinforcing your messaging with key COMMUNITY: Hospitals are working munications. You’ll be successful if you
those who refuse to go to the emergency search words that will help drive traffic with organizations, such as entertain- are prepared.
room for what could be life-threatening to your website. You can optimize con- ment venues, to create and implement
cases as well as those who are neglecting tent for search engines. Add photos and policies and procedures that ensure a Maria Pierson is CEO of Pierson Grant
routine tests, screenings and procedures video. If you have a YouTube channel, safe return for patrons. As a physician Public Relations and oversees the agency’s
that could identify health issues before post it there, then share it on social group or individual healthcare profes- healthcare division. She can be reached at
they become urgent. media. A blog series is another way to sional, can you identify a group that you (954) 776-1999 ext. 222 or
Then there’s the future – the what, increase search engine optimization, can donate your time to in order to help mpierson@piersongrant.com.

Coming

next month in New Approaches in Healthcare Marketing
South Florida
So much has changed, so fast, this past months, and for the foreseeable future, the
Hospital News year. Not just in the way business is con- consumer will be spending most of their
and Healthcare ducted but in the daily, personal, lives of time at home. Digital is the biggest opportu-
consumers. In order to survive, many
nity of creating a movement and impressing
Report... organizations have been driven to an our consumers. Unique tactics like OTT
incredible reimagination of how to do (over-the-top) advertising was and will con-
business and create impactful marketing tinue to be, at the top of recommendations.
• ONCOLOGY UPDATE in campaigns. Emarketer defines OTT as a video that’s
The healthcare industry is no excep- delivered over the internet independently of
South Florida:
tion. In fact, the healthcare industry has a traditional pay-TV service, irrespective of
Innovations and had to adapt to new systems and tech- device. In addition, OTT allows for creative
nologies faster than ever before. messaging tailored to the platform and
Innovators
Introducing telemedicine, communicat- BY DIANA DELGADO includes targeting consumers through
• 2021: A Look Ahead ing safety protocols, and encouraging the streaming services, like Hulu.
• Financially Sustaining community to stay on top of their health The agency placed a special emphasis on
needs - are just some of the most pressing messages that social media platforms, for example using Facebook has
a Healthcare need to be shared with the general public in a quick and become a staple in targeting 65+ audiences. The 65+
Organization or efficient manner. audience is also becoming the fastest-growing segment
“WOW MKTG jumped to the challenge this pandem- of users, according to research from the platform. Since
Practice ic presented for all of our clients,” said Jose Dans, pres- this population is also high-risk, research indicates that
• Healthcare Banking & ident and founder of WOW MKTG. “We’re extremely they were spending significant time at home and on
grateful to have been able to protect the health of our their mobile devices.
Financial Options WOW team and partners and still uphold the quality of During these times, it’s imperative for marketers to go
• Healthcare Recruitment work we strive for as pioneers in our industry.” beyond brand awareness. Every targeted impression
From one of South Florida’s only academic health sys- with the consumer must be rooted in an accountable
& Retention
tems to a statewide medicare advantage plan, the agency call-to-action. Whether the goal is to increase a health
• Medical IT/Software has worked closely with each of its clients to reframe system’s appointment volume or increase enrollment in
messaging and media placement to work within the a new Medicare plan, the messaging on every platform
Trends
constraints of the pandemic. At the core of everything must be correlated to an action.
that was reimagined were research and keen observation To date, WOW MKTG’s campaigns have been highly

For more information of industry and competitor trends. successful and continue to yield big gains for partners.
With the nucleus of people’s lives shifting from the As the industry continues to evolve, WOW MKTG’s
on advertising and
office (or place of business) to their home, the agency solution-driven innovation keeps them as a leader in
editorial opportunities, created opportunities to impress. For the past eight this sector.
call (561) 368-6950
today!

24 December 2020 southfloridahospitalnews.com South Florida Hospital News