Digital Marketing

The Golden Triangle – and Golden Rules – of Health Care Social Media

Courtesy Mayo Clinic

Colon Cancer Awareness Month (every March) has goals like any other health observance: to increase awareness, change behavior, and raise funds to find a cure.

So why is it that Mayo Clinic chose this particular health observance for its pioneering efforts in social media?

For the answers, I talked to Lee Aase, Director of the Mayo Clinic Social Media Network. Padilla has worked extensively with Mayo Clinic on initiatives like this to broadly share Mayo’s world-leading expertise – and influence – in research, education and patient care.

The culture of medicine in the first place is that you share what you know for the benefit of patients everywhere,” said Aase. “This was a prime opportunity to do that.”

Lee Aase, Director of Mayo Clinic Social Media Network; courtesty Mayo Clinic

Lee Aase, Director of Mayo Clinic Social Media Network

The “pitch” to join a cause

In 2014, one of Mayo’s physician leaders – gastroenterologist Dr. Paul Limburg – asked Mayo’s Public Affairs team to collaborate with Fight Colorectal Cancer, a leading national colorectal cancer nonprofit for which he served on the scientific advisory board, to promote screening for colorectal cancer.


Digital Marketing

Social Media Week: 5 Takeaways You Don’t Want to Miss


Pinterest, Facebook, BuzzFeed, Refinery29… even The New York Times joined Social Media Week this month to discuss the latest and greatest in the industry. Lucky for you, there’s no need to sit through a week or even a session. Keep reading for a handful of overarching takeaways. Caution: you may even want to share them.


Source: Refinery29

This shouldn’t surprise you. Noted by Facebook’s Michelle Klein in her session, “90% of the information processed by your brain is visual.” So next time you spend the bulk of the time on your social caption, consider spending it on your visual, video, or GIF. It matters more than ever.


By no means am I saying to abandon Snapchat. Not at all. What I’m noting is the general conversation at Social Media Week was not dominated by Snapchat and brands jumping on the platform. The bulk of the conversation around Snapchat was on how marketers were weary to invest heavy advertising spend on the platform since there’s still a ways to go in terms of quantifying results.

Digital Marketing

Health Trend: Young Adults Are Saying No to Smoking

A recent BBC article revealed that smoking is down among all age groups in the U.K. The study, conducted by the Office of National Statistics, shows the largest decrease was among 18- to 24-year-olds. Smoking declined from 25.8 percent in 2010 to 20 percent in 2015 among that age group.

The data suggests one reason for the decsmoking-737057_1920rease is that youth and teens aren’t picking up the habit in the first place. Seventy percent of 16- to 24-year-olds have never started smoking cigarettes – up from 46 percent in 1974, when records began.

The CDC says it’s seeing the same trend in the U.S.

So, what’s causing them to say no to smoking? George Butterworth, from Cancer Research UK, says it’s a combination of government-funded services, smoking bans and mass media campaigns.

Let’s take a look at three tobacco prevention campaigns that seem to be having an impact.

The Real Cost Seeks to Prevent Youth-Aged Smoking

In 2014, the FDA launched the first federally funded U.S. youth tobacco education campaign, The Real Cost. The campaign has two goals – educate about the harmful effects of tobacco and reduce the number of youth ages 12-17 who…

Digital Marketing

The Digital Health Care Consumer: 5 Insights for Hospital Communicators


I was pleased to see one of the conclusions drawn by Deloitte, based on its 2016 survey of consumer health care priorities. In their report, they made the spot-on observation that “scaling technology and designing digital for health consumers must be more than a digitization of current state processes.”

Defining what consumers want from their health care experience isn’t all that complicated. They want access to affordable health care, and they want a personalized experience. Can I get the health care I need when I need it? How much will it cost me? Do they know me and understand what I need?

Delivering on it is another matter. We know that smartphones, social media and online retailers are shaping consumer expectations when it comes to their health experience. So what implications does that have for health care providers? More specifically, how should consumer preferences impact how providers are showing up online, and the digital experience consumers are having with them?

Having spent the first 15 years of my career working for hospitals and health systems, I have some of my own ideas. But I wanted to shape my thinking through the lens…

Digital Marketing

The Evolution of Social Investment: What’s Happened and What’s Ahead?

The only constant in social media is change. 

Yeah, I’m sure you’ve heard that before but it’s even more relevant when it comes to the level of investment required year-over-year. It’s becoming harder for brands to not only become disruptive, but to also set realistic goals with rising advertising costs on platforms like Facebook and Instagram. Distributing content to fans has never been more difficult.

Fast company

Source: Fast Company

As we head into New York Social Media Week, I’ve started pondering on this topic since I expect (and can’t wait to see) a handful of innovative, effective campaigns that cost a pretty penny. And I don’t just mean production cost, but more so distribution cost. It’s the cost of getting your content in front of fans that has really changed — almost overnight (I’m kidding, but it’s been pretty quick). There’s just so many more brands in the marketplace in terms of social advertising — whether they’re just boosting top performing posts or putting a huge spend behind their latest piece of video content.

So how did we get here and what’s next?

Let’s take a quick look back. As social marketers,…

Consumer Marketing

Sponsored Content: The way to a Consumer’s Eyeballs

Sponsored-Content-297x300It’s no secret that social media and websites like BuzzFeed, The Huffington Post and Mashable have changed the way we consume news. Sites like these initially honed in on millennials and the way we consume content to provide concise, digestible digital content catered to our short attention spans. (Of course, now everyone else has jumped on the bandwagon, considering Boomers spend at least 20 hours more per week consuming online content than Millennials and Gen-Xers, but I digress…)

This week, NBC News decided to throw its hat into the ring with the launch of Better, a wellness vertical devoted to helping readers improve their lives. The outlet hopes to stand out from other wellness publications by focusing not only on health and wellness, but taking a holistic approach on how to better oneself.

While NBC News is known for its hard news content, this is actually the outlet’s second unveiling of a completely revamped strategy highlighting a specific, topic-based approach – hoping to land itself somewhere in between Mashable and Vox. Its science and tech site, Mach, launched in November, and NBC plans to launch Think, a vertical…

Digital Marketing

5 Things Clients Can Expect from a Web Project

Creative professional at work

The idea of building a new website can be exciting, but it can also be a new and unfamiliar undertaking. A web project is very involved and can become an expensive investment. Design involves far more than just aesthetics, and developing engaging content is beyond just a quick copy and paste.

With the time and cost that gets invested in this type of endeavor, below are a few key things to expect when engaging in a web project:

1. An Agency Partner

Working with an agency should feel like an extension of your team. The most important key to a successful agency-client relationship is trust. You want a partner that is concerned about your success and whether or not they can really help you get there. You also really want to like working with your agency partner – keep in mind these are the folks you’ll be working with for the next couple of months!

A few things to consider when partnering with an agency:

  • Do they understand the business objectives and site goals?
  • Do their recommendations directly address those specific goals?
  • Can they provide the expertise and knowledge to

Digital Marketing

3 Tips for Working With Small Businesses

Authentic Transport

Authentic Transport Fine Art Services may be making big waves in the NYC art handling scene, but that doesn’t mean they don’t feel the same strains as other small businesses. CMO and Executive Client Manager, Robert Lopez, reminds us that all small businesses have to make the most of their investments – both monetary and manpower. To show real value, marketing partners have to be ready to get scrappy.

I caught up with him (full disclosure: he’s my brother-in-law) to talk about how marketers can best show progress and ROI to small business owners. 

What are the core hurdles for a small business to engage with a marketing agency? Why do small businesses outsource their content marketing?

Running a marketing strategy from scratch can be a really hard task that involves time, money, marketing tools, and of course the know-how. Most small businesses don’t have these things in spades. They know they need help, but are likely to have a limited budget, which means they can only afford limited help.

When a company hires a marketing agency to work on its content, the expectation is simple: help drive sales conversion. According to Neil Patel, “brands need to make sure that they’re…

Digital Marketing

Live Video & Your Brand: A Simple How-To Guide

live video

You’ve been hearing about (and seeing) live video everywhere for a while now and it’s time to get your brand in the game. Not sure if live video is right for you? Here’s a quick checklist:

Do you want…

  • to be more engaging on social media
  • to reach more millennials
  • to seem less like a robot
  • your brand to be more authentic

I would hope that the answer to all of those questions is yes. If not, you may want to skip this post and read this. Still not convinced? How about these nuggets of wisdom:

  • 80% of all consumer internet traffic in 2019 will be video traffic – Cisco
  • Most people retain 95% of the message they see in a video compared to only 10% of what they read in text
  • Your content earns a top spot in algorithms (especially with Facebook Live)

Now that were on the same page here’s a run-down of some of the most popular live video streaming apps and how you may want to apply them to your brand.


Let’s start with Facebook Live – not necessarily because it was the…

Digital Marketing

Your Follower Count Doesn’t Really Matter – Here’s Why

This is probably how happy we all were before News Feed algorithms ruined our lives.

In 2007, Facebook launched this fancy new thing called “Pages” and there was finally a place where your brand could live out its days and directly interact with the people who love it.

It was great – you could share simple updates, your followers would see them, like them, comment on them, share them. You were the most popular brand in all the land. You had more followers than anyone else and you were killing the Facebook game. It was the golden era for brands on social media, and other platforms were quick to follow suit and provide special, new spaces for businesses to flourish. It was a beautiful, organic-driven paradise.



Fast-forward to 2012 – something changed. All of a sudden, this beautiful medium with all of its avenues to reach your followers changed the way the News Feed was organized. This meant that the number of likes you have on no longer mattered. How can I possibly say that? You’ve got thousands of followers on Facebook/Twitter/Instagram/etc., and I have the audacity to tell you that they don’t matter? Don’t get me wrong, it’s awesome that your list of followers keeps growing – there’s some