General, Marketing with Mansfield

Tatanka

buffaloFor the nomadic Native American tribes, the buffalo was more than just a source of meat. They used the hide to make clothing and tents. The horns were made into cups, toys and spoons. Hair was used for saddle pad filler, rope and ornaments. Hooves were turned into glue. Thread was made out of the sinew or tendon. Even the brain was used for tanning the hides. Nothing was wasted.

It took a great deal of effort for the hunters to be able to take down a buffalo. They were not about to do all that work and not make full use of their efforts. The same should apply to your marketing strategy.

Maximize your efforts

Take a look at your marketing efforts. You have probably spent a lot of time and money updating your social media, organizing events, mailing collateral, making brochures and keeping your website updated.

Picture each marketing activity as a…buffalo. Ask yourself, am I using all the buffalo?

For all that effort you need to make sure you are taking advantage of the alternative uses to your hard work. Concentrate on making those efforts worth your while. Consider the all alternate uses for your facebook photos. There are various ways they can be rearranged and reformatted to find new homes in print and online.

Health fairs

Trade shows, health fairs, chamber of commerce events are great places to spread business news. Incorporate pictures from your social media platforms into materials you distribute at these events. Use the pictures you take at these events to post on your online marketing outlets.

Direct mail

Direct mail marketing is a great place to re-use photos that you’ve used in your social media marketing efforts. Have a picture on instagram or facebook that has gotten a lot of attention? Use that as the front of your postcard. It is so easy to make and send postcards these days and, if the picture was popular online, you can drive people who may not be familiar with your online marketing efforts, to your online outlets by making sure to include the urls of your facebook and instagram accounts!

Action!

Media is constantly changing and a good marketing strategy works with the flow of change. Not against it. Video channels – like YouTube and Vimeo – are hugely popular all over the world. If you haven’t had time to make an actual video, you can take those same photos and turn them into a slide show – voila! – instant video. Now go upload it to your YouTube channel.

Keep that website fresh

Adding the photos to the news or photo gallery section of your website – make sure you tag those photos! This will not only be useful in getting the word out about the information you are sharing but will also show that you update your site regularly. Nobody wants to see obviously outdated pictures or info on your website. Keep it fresh!

E-mail newsletters

Pictures are worth a thousand words. Use them. They are easier on the eye and generate a lot more interest especially now that everyone is using their phones all day, every day. It’s super easy to link those photos to your website, facebook page, etc., so make sure you do it. Don’t waste ANY of that buffalo!

Just as the nomadic Native Americans turned buffalo skulls into headdresses, I am sure you can come up with even more uses for your marketing efforts. I can’t wait to see what you do with your tatanka!

General, Marketing with Mansfield

“Back in the Day” as a Marketing Tactic

Orthotics and Prosthetics, as a field, is MADE for pictures. So get your smartphones or your old-timey digital cameras and, after everyone you intend on photographing, has signed their release forms, start snapping (or clicking) away!

While you are taking new pictures have someone else head to the basement or the attic or your archives and have them dig up all the old pictures they can find. It does not matter how long you have been in business – you have “old” pictures. What to do with all the pictures??

Find your platform

First, figure out which platforms you want to use. Facebook, of course, because you know how to use it and it is so easy to put pictures into albums. Kids, pets and high tech are album categories you should absolutely be using. Everyone loves kids, pets and cool gadgets. If you do not believe me, go take a look at Facebook. What about staff? Patient-of-the-month? Birthday celebrations? Awareness days? Put your thinking cap on!

What about Instagram? It’s huge. If you’ve got pictures it is where you need to be. Thousands and thousands of pictures are being shared every second. Instagram photos can also be shared on Twitter and Facebook. You can kill a lot of marketing birds with the Instagram stone.

Throw it back

Second, get nostalgic. Everyone loved “Throwback Thursday.” They still do even though the actual term “Throwback Thursday” might not be as cool anymore. Here is where those old photos are useful. Who doesn’t like seeing guys in short shorts and knee high socks or girls with the sky high 80’s hair? Throwback is fun. I know O&P patient care facilities and vendors that are second, third or even fourth generation. If you are a first generation facility it doesn’t matter. Start a “this time last year” album. Uh, you were a baby once, right? You’ve got baby pictures. Use them. Remember everything doesn’t have to be work-related. Just throw back to the past. School pictures. Prom pictures. College. O&P school. Start throwing!

At CEC, we love using throwback pictures as part of our clinical course presentations. What a great way to really introduce yourself to your audience – and get them to know, like and trust you – when they see you are brave enough to share your baby pictures with them! (Cute baby, right?)

Before and after

Third, use before and after photos. Orthotics and Prosthetics is all about changing people’s lives and bodies. Before and after pictures are easy pictures to take and the results are obvious to see. Patient in a wheelchair¬† – patient with a running leg – patient running. You can also show a patient with severe plagiocephaly – patient with a plagiocephaly helmet – patient with a gorgeously shaped head.¬† Another option? Patient with Charcot ankle collapse, unbraced, and same patient with orthoses. I do not have to tell you what makes for a great before and after photo. YOU do it every day!

Share and share alike

Fourth, do not be stingy. You do not need to create new content for every single platform that you want to use. Use the pictures for both. More importantly, make sure your followers can share your content and that your customers can share their content with you. If you have got an Instagram-addicted mother who just loves taking pictures of her baby with the Spiderman cranial remolding helmet on, it would be a shame not to let her share her photos. Many hands do make light work so do not feel like you have to do it all by yourself. Friends, family, patients, coworkers can all help lighten that marketing load. The entire concept of social media marketing is that it is SOCIAL and it revolves around SHARING so do not make it harder than it has to be!