Tag Archives: YouTube

Ways Video Can Personalize Your Customers’ Online Experience

Get ready to throw away your TV.

According to comScore’s 2012 US Digital Future In Focus report released earlier this year, 105.1 million Americans now watch videos online each day, up 43% from 73.7 million in 2010.

And comScore isn’t talking about “Americans” that no one knows.  Think about your own online behavior.  When was the last time you watched a YouTube video or one that your friend forwarded on Facebook?  I’m willing to bet it was a least once in the last week.  Tell me if I’m wrong!

So let’s apply your own behavior to that of your customers. How many videos would you guess they’re watching online every day or each week?

Now here’s the million dollar question: How many of those videos are about your business?
How many videos are posted on your own website?  How many do you have on your blog or your social media page?  Do you have a blog or social media page?

If you aren’t using video to promote your business or the services you provide, you might as well be waiting on your customers to read about you in their daily newspaper.  [You know, the one that now only publishes three days a week due to declining ad sales.]  But don’t hold your breath while you do.

Great news!  We can help you solve that problem pretty easily with the options below.

Filming Your Own Videos

Admit it, we all have a family member who is a freak with a camcorder, or nowadays, an iPhone.  If that’s not you, don’t despair.

Video footage doesn’t have to be Emmy-nominated to be well-received by your customers.

How about  recording the fun while your company team takes part in a local Walk-N-Roll? Or, consider leading viewers on an impromptu tour of your store.  Just make sure that whatever the occasion is for filming, that you are dressed appropriately and the environment reflects the image you want to portray.

One of the worst “homemade” videos I ever saw posted on a business site was a How-To clip that a store owner filmed in his conference room.  He hung a sheet, lopsided, over the window, and taped cardboard over the peephole on the conference room door.  You can be low-budget, for sure, without looking cut-rate.  Common sense prevails, but when in doubt, please let your spouse or your most stylish friend take a look at the background and your outfit before you hit RECORD.

Leveraging Your TV Footage

If you’ve run commercials on local TV channels, why not post those online?  They can be just as effective via your YouTube channel as they were when you ran them on cable, at a fraction of the cost.  Plus, all the heavy lifting is already done – and paid for!

So ask your video producers to help you upload a web-friendly version online. Embed those videos on your home page, or your product pages to help guide viewers through the buying experience on your site.

Sharing Other Video Resources

Do you have a resource section on your site that explains medical conditions or how to use the products you sell?  Why not share videos from some of the non-profit associations that serve your target audience?  When you do, you’ll be sharing a resource from a credible source, and giving them an endorsement at the same time.

If your non-profits have shared their videos via YouTube or offer a share tool on their own site for viewers to pass the video on, feel free to give them a plug on your page too.  Be sure to let them know when you plan to share their footage, your relationships are bound to improve and your referrals might as well.

Creating Video Announcements

Not in the mood to direct your own cinematic features?  That’s understandable. There are experts out there who can create video announcements for you, and it’s not nearly as expensive as you might anticipate.

Video announcements are custom weekly videos that you can use within email blasts, websites and social networks.  Does your church play video announcements before the service starts? If you’ve seen these before, think about what kinds of announcements you could make to update customers about what’s going on this week in your store?

A friend of mine, Scott Ross, offers a video production service that caters to a variety of industries and focus topics for announcements.  Here’s a quick video [no pun intended] that explains how their process works:

If you’d like to learn more, visit their business site for details.

Need a hand with your video outreach efforts?
Get Social is glad to help, give us a shout!

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Using QR Codes to Improve Patient Compliance

Patient compliance isn't always as easy as taking a pill.  The more ways you can reinforce care compliance with your patients, the better off you both will be.
Patient compliance isn’t always as easy as taking a pill. The more ways you can reinforce care compliance with your patients, the better off you both will be.

We all know the drill.  “Bob” gets sent home from the doctor’s office or the hospital with a list of prescriptions and care instructions to manage their condition.  The condition among “Bobs” may vary, but one thing remains the same with patients across the country — convincing them to comply with their care regimen is an ongoing challenge for both the clinician and for you as their supply/equipment provider.

Reinforcement is key to patient compliance, meaning you have to keep reminding people to follow directions, follow their care plan and follow up with their monthly orders.  No easy task, I agree.

The good news is, a simple technology known as a “QR code” can help you drive those messages home to your customers on a daily basis.  QR codes are one of the most interesting technology advances of late, due to their ease of use and the many ways you can apply them to share information with consumers.

What is a QR code?

QR codes aren’t new. I’m sure you’ve already seen them on the pages of mainstream magazines.  The QR stands for “Quick Response”. 

Try it! Scan this QSR code above to see a video about a discreet new intermittent catheter for men.
Try it! Scan this QSR code above to see a video about a discreet new intermittent catheter for men.

Quick Response Codes are a type of barcode that were first designed in Japan for the automotive industry.  These codes became popular in the mainstream because they can store more information than the standard barcodes you see on grocery products or other boxed goods.

Today, QR codes have become commonplace in consumer advertising and packaging, because the popularity of smartphones “has put a barcode reader in everyone’s pocket for the first time.” [Source]

With their rising popularity and increasing use, QR codes can be a key component of your e-marketing strategy without adding significant costs to your budget.  {i.e. Free is Good!}

I first heard about them four years ago from a good friend who works in the outdoors sports industry! About the same time that he and I discussed ways US retailers were beginning to use these square icons to promote sporting goods, I also saw an article about a giant QR code on display in the middle of London.

A major British entertainment company had taken out a 100-foot-tall billboard with nothing but a QR code on it, sparking the curiosity of Londoners who weren’t quite sure exactly what that odd-looking box meant.  See a video explaining the billboard and QR codes here. The message held within the mysterious black box was simple — it was advertising a movie titled 28 Weeks Later: “It’s back on DVD – September 10th.”

Around the same time, the craze for QR codes kicked off across Europe. Not surprisingly, as QR codes became popular in Europe prior to making their way across the Atlantic, European medical device manufacturers were the first in our industry to include them on the sides of product packaging.

Who is mostly likely to respond to a QR code?

Aren't you glad you don't need a keyboard on your cell phone anymore?
Aren’t you glad you don’t need a keyboard on your cell phone anymore?

According to eMarketer,  116 million cell phone owners in the US are currently browsing the internet using their mobile device. By 2016, eMarketer predicts that number will rise to a whopping 192 million people.

Smartphones have come a long way in advancing users’ accessibility to online applications. Nowadays, it’s almost a competition among friends to share the latest apps and sites they use via their phones.

Just for giggles – here’s a look at some of the worst cell phones ever designed.  Did you ever own one of these??

Bottom Line: As more people of all ages are perusing the internet via their cell phone, the response rate to QR codes is only going to increase.  Keep in mind too, if you are utilizing text messaging and email campaigns to drive customer reorders and other communication, you’ve already created a mobile audience for your business or product-specific QR codes.

How can a health care provider use QR codes to improve patient compliance?

You probably already have examples of QR codes on packages in your inventory.  Many medical device manufacturers are now including them in their literature as well as instructions for use.  Have you thought about adding QR codes to your:

  • Catalog
  • Sample bags
  • In-Store displays
  • Promotional items for referral sources
  • The backside of your sales reps’ business cards

When you place QR codes on these materials, you can have them link viewers to all kinds of information, including:

  • Product instructions for use
  • Landing pages for prospective clients or referral sources
  • Downloadable PDFs like customized prescription forms
  • Product demos or special offers
  • Videos, videos and more videos

You’ve convinced me.  How do I begin?

This is the best part: You can create QR codes for free, in less than 30 seconds. Here’s a list of web sites that give you free tools to create your own QR codes.  Many offer free apps that you can download to scan QR codes too.

When using a QR generator tool, you simply drop in the URL that you want to have the code point to and save the picture that is created to your art files.  Then you can place that black square artwork into your email template, brochure layout or product packaging design.

1. Kaywa As the first western QR company, Kaywa has offered a free QR code generator on its site since 2006.

2. Quickqr: Quikqr allows you to quickly make free QR codes. Once you have generated your code you can save it, print it, email it, share it with your friends. Quikqr is 100% free and you don’t need to sign in.

3. BeQRious:  This site lets you generate many types of QR codes, including URL, Email address, Phone number, Text, Contact information, SMS, YouTube, Services, Graphical (to put an image into your QR code for a URL), and Google Maps.

4. BeeTagg: This QR Generator supports the following information types – URL, RSS feed, Contacts, YouTube and eBay.  Plus, with BeeTagg, you can shorten your long URL with the BeeTagg Optimize Size option, and generate other types of scan codes as well.

Need a hand with your first QR code initiative?
Give us a shout, we’re glad to help!

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How Human Nature Influences Medical Device Purchases Online

Successful marketing campaigns usually begin with an understanding of human behavior.

Forget about the copy and the graphics for a second.  Stop and think about what people do, how do they act every day?  What is normal behavior for the situation that your customers are in when they make a buying decision?

Here’s an example.
When you’re looking for a florist, do you whip out the yellow pages to find one?  You used to, I’m sure. But nowadays, I’m willing to bet you hop online [using your phone more than likely] and go to what?

That’s right, Google.  Or Bing, or whatever search engine your browser defaults to.

Do you go to a rose grower’s web site to look for their local distributors? No, of course not, that would be silly!

So why do so many medical device manufacturers think that consumers want to go to their website, first and foremost, to find a local dealer?  That approach doesn’t jive with human nature when it comes to how most people search for things online.

Am I saying device manufacturers shouldn’t have a dealer directory on their main website?  Absolutely not, that’s always important.  But if you are a device manufacturer and you’re not employing other web strategies to drive customers to dealer locations, you’re missing out on sales opportunities left and right.

Tips for Driving Online Traffic To Your Medical Device Dealers & Retailers

  • Keep the dealer directory on your website, but advertise the directory via Google ads and through content placement on health sites.
  • Employ Google’s remarketing tactics to get people back to your website once they visit the dealer directory.   [Don’t know what Google Remarketing is or how to use it?  Contact us, we’ll tell you all about it.]
  • Create an e-newsletter for your audience – whether that’s clinicians or consumers – and embed a link to your dealer directory in each edition.
  • Use video to talk about your products and then have that video point viewers to your dealer directory to find a local provider.   Upload your videos to YouTube, Vimeo and other video hosting sites that allow viewers to forward your helpful information to a friend.

There’s plenty of other ways to extend your medical device brand online.
If you’d like to learn more, give us a shout. We’re happy to help!

(C) Lisa Wells, Get Social – All rights reserved, 2012.

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