Why You Should Consider Blogger Relations for your Next Healthcare Campaign
Vitamin recently gave a joint presentation about integrated campaigns at PRSA-Maryland’s #Chessie conference with our client Saint Agnes Hospital, and we were struck by how many healthcare marketers had never considered blogger relations before. It seems that blogger relations is underutilized in public relations – especially in healthcare – but we’re here to give you four major reasons why you should consider blogger relations for your next campaign.
1. Consumers trust bloggers more than brands
Public relations is all about building a relationship with the patient population and gaining their trust. Savvy patients don’t respond as well to traditional advertising but they do respond to bloggers. In fact, 81% of U.S. online consumers trust information and advice from blogs. Bloggers have spent time cultivating a following that respects their opinion, and that following views the blogger as an expert in their field. Getting a blogger to get out your message to a targeted audience that trusts what they say only adds more clout to your healthcare campaign.
2. Blogger relations offers a great ROI
With more traditional mediums, it is sometimes difficult to reach your healthcare organization’s exact target audience. While a blog may have a smaller readership than more traditional mediums, a blog’s audience is much more engaged and relevant. This level of targeting offers a higher level of return. Bonus: blog readership and engagement is more easily tracked than some traditional mediums.
3. Blogs create shareable content
If you’re working on an integrated campaign, utilizing the power of social media is a cheap and effective way to boost your marketing efforts. Bloggers create content that is easy shareable across multiple social media channels, and most promote their posts on their own profiles. You can also share the posts on your healthcare organization’s social properties to drive additional readership.
4. Blog content is great for SEO
77% of patients conduct an online search before booking an appointment. That’s why search engine rankings should be a high priority in the marketing plan of any healthcare organization if you’re looking to attract new patients. And search engine optimization relies on three things: compelling content, link generation and social media interaction. Getting reputable bloggers to write about your company will not only boost your search engine rankings, but it can create inbound backlinks to your hospital’s website, generate reader interaction and amplify your content.
Interested in blogger relations for your next healthcare campaign? Email us at firstname.lastname@example.org to learn about how we can help.