Healthcare Digital Marketing ROI: Boost It with Infographs

John G. Baresky

The Mandarin Dragonet (Length: 6 centimeters) is a swimming infograph

Infographs have powerful attributes to improve healthcare digital marketing, social sharing, brand awareness and sales performance

Social media and other digital channels offer an array of choices to engage consumer, patient, clinician, payer and other stakeholders. There are many resources and strategies to choose from. Infographs have powerful attributes as strategic assets to improve healthcare digital marketing performance, social sharing, brand awareness, sales / ROI. Well-designed and strategically deployed infographs can be a competitive edge in websites, social media (think Facebook, Instagram, LinkedIn, Pinterest, Snapchat, Tumblr, Twitter) and other digital venues –with flexibility to bolster print communications as well.

Attributes

  • Well-designed infographs are frequently linked to; audiences have an affinity for sharing them -essential elements in digital / social media marketing
  • Some processes or directions can be written in detail but not easily understood; infographs can effectively parallel text to be the ideal accessory so content is visualized and fully comprehended
  • Infographs can be an integral feature in supporting a brand launch or be an addition to refresh and reinforce digital marketing initiatives of an established brand
  • They provide differentiation but maintain brand consistency, integrity
  • Infographs effectively engage audiences adverse to reading blocks of rhetoric and can even draw viewers into reading the accompanying text they otherwise would have skipped
  • Can be targeted to specific consumer, patient, clinician (doctor, nurse, pharmacist), other stakeholder audiences and preferred social venues

Examples of infographs in healthcare digital marketing

  • Administrative processes
  • Clinical or financial data results, processes and workflows
  • Disease awareness
  • Disease management
  • Drug delivery mechanisms
  • Managed care
  • Medical device use
  • Organizational structures
  • Patient populations
  • Patient wellness
  • Product access
  • Program processes and steps
  • Treatment guidelines

Key considerations

Budget

  • Consumers
  • Employee benefit consultants
  • Employers
  • Hospitals, health systems, large practice group administrators, clinical / financial decision makers, etc.
  • Managed care / managed markets (MCO, PBM, Home Infusion, LTC, Specialty Pharmacy, Surgery Centers, TRICARE, etc.)
  • Patients
  • Wholesalers, distributors, medical suppliers, GPOs

Aesthetics

Good visuals are critical in creating robust infographs. There’s an array of elements to think about, here are a few to start with:

  • Ease of reading / flow of information
  • Distinctive without being distracting (unless that’s a goal!)
  • Too simple? It may end up being a cluttering feature
  • Too long? It may need to be simplified or require a second infograph
  • Will it retain the right appearance and functionality as it’s shared across platforms?
  • If animation is used (a great way to engage viewers), this will add costs, time to develop and require more medical/regulatory review –verify funding is not an issue
  • Does it effectively fit in the presentation? Some infographs can be used as standalone communications but it’s advisable to feature them as supporting communicators of adjacent print content; assess what works best with each infograph
  • Always test infographs carefully. Content flow may seem clear to brand teams, creatives and other insider stakeholders but confusing to consumers, patients, clinicians and other viewers; a little fine tuning based on outsider feedback can make a tremendous difference
  • Be certain branding / messaging elements will remain reasonably constant in the foreseeable future before infographs are deployed — avoid the duress of having to retrofit color, messaging and other elements to align with new branding and/or messaging
  • Does the aesthetic design and messaging content support technical needs and vice versa; be certain it is rich with strategic keyword content to accomplish SEO / SEM objectives

Technical

Throughout content development and design phases of infographs, SEO, SEM and other key elements of digital marketing must be accounted for; here are some tips:

  • If multiple infographs are in a campaign; the keyword phrase should be incorporated within each but carefully differentiated or search engines may consider the group of infographs to be duplicates of one
  • A website address should be featured within the image as well; no matter how/where the infograph is shared, it serves as a homing beacon
  • Be certain the embedded code for the infograph is easy to copy so it’s easier for others to republish it and includes a link back to its original site
  • Go the distance in making it easy to share; there are countless infographs and other content featured in blogs and websites not easily shared or push button friendly; invest in the coding required to facilitate its travel –skimping on this is brand, digital marketing and ROI neglect
  • Make a list of primary social venues your infographs may be shared through (Facebook, Google Plus, Instagram, LinkedIn, Mobile Text, Pinterest, Reddit, Twitter, Tumblr, etc.) and secondary venues they may travel through such as consumer, patient, clinician sites, etc. Identify specific tools and strategies to track them; minimize dark social before the infographs are issued

Evaluation

Once infographs are deployed, evaluate their impact:

  • What expected / unexpected sharing developed?
  • Track user engagement in primary / secondary venues; selectively refuel sharing by re-distributing them through initial venues and in new ones
  • Evaluate competitive responses
  • What learnings can be applied to other healthcare digital marketing initiatives to generate sales?
  • Account for dark social; have a strategy to gain insights from discovering more about hidden sharing and abstract data, provide your infographs and digital marketing initiatives with a competitive edge and improve ROI

Summary

…Infographs are versatile high performers for digital healthcare marketing initiatives…

Authentic, fact-based healthcare content marketing writing for medical, business, academic, patient and consumer audiences https://www.BareSkyMarketing.com/

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