So you’re a doctor specializing in minimally invasive spinal
procedures. You’ve got a great product offering, but how do you get the word
out about it? Television is expensive and might not have the ideal target market. Radio
is a little less expensive. There’s print, but it is getting a bad rap. There’s
outdoor advertising. However, the most burgeoning force out there is digital
media. And there are a lot of different ways to get the word out digitally.
Social media isn’t just for the hottest technological products targeted at the young. Young at heart nonagenarians are getting in on the
action. The nonagenarian du jour is the Sun
Maid Girl, an
advertising icon born in 1915, just three years after the birth of the Sun Maid Raisin brand.
When a person thinks of what brands are social media ready, a raisin brand
isn’t the first type of brand that comes to mind. But the Sun Maid Girl and
parent brand Sun Maid are challenging that notion, and you should as well in
your spinal practice.
The Sun Maid Girl has not posted very much, but already there
are signs that Sun Maid is taking this awareness and engagement building tactic
seriously.
Her most post recent
post shared her recipe for Chocolate Chunk Raisin Oatmeal Cookies. This type of
post is a fun post, one that would be useful to someone who likes to cook and
bake and seeks a healthier snack option. Helpful medical content would build
engagement for a spine surgeon. The Sun Maid Girl has also talked about the
design of the Sun Maid raisin boxes and giving away a copy of the book
commemorating the 100th Anniversary of the Sun Maid brand. If she can keep her
content fresh, this can be a good top of mind awareness campaign, with a viral
similarity to the California Raisins TV campaign of the 1980s. This example,
though very different from a medical example, offers a key blueprint as to what
can be done in social media. Sun Maid has over 6,000 followers on Facebook.
Social media also
does not begin and end with Facebook. YouTube is a great place to make an
impact in social media. Video is becoming more important as a promotion tool.
Google is giving more weight to websites with video content, and YouTube allows
for cross pollination. With a YouTube video, you can have a presence on that
site (the 2nd largest search engine), a enhanced presence on Google
and content for Facebook and Twitter.
And I’ve only just
begun to scratch the surface. There’s Google Adwords for driving targeted
traffic that has a keen interest in buying, and other paid forms of Internet
advertising that have lower costs and the potential to drive brand awareness,
positive brand beliefs about minimally invasive spinal surgery and drive
revenue for a practice.
The social media
marketing mix is an essential part of an advertising campaign for a minimally
invasive spinal practice. If you’re not active in social media, chances are
that your competition is and they are taking your potential business. The
bottom line is that social media is good for your bottom line.
To enhance your bottom line via social media and
digital marketing, contact David Mitchel of ViralMarketing.Biz today…
Phone: 214-659-1163
Email:
