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Public compliance with recommended guidelines to limit the spread of SARS-CoV-2 and COVID-19 is an important component in combating the disease . Current guidelines suggest several measures, such as wearing a mask and staying at home; nonetheless, a large number of individuals fail to follow the guidelines provided by public health officials. Public compliance to guidelines remains an issue Public health campaigns aimed at curbing the spread of COVID-19 are important in reducing disease transmission, but traditional information-based campaigns have received unexpectedly extreme backlash. Objective and Methodology: This study aimed to investigate whether customizing of public service announcements (PSAs) providing health guidelines to match individuals’ identities increases their compliance. We conducted a within- and between-subjects, randomized controlled cross-sectional, web-based study in July 2020. Participants viewed two PSAs: one advocating wearing a mask in public settings and one advocating staying at home. The control PSA only provided information, and the treatment PSAs were designed to appeal to the identities held by individuals; that is, either a Christian identity or an economically motivated identity. Participants were asked about their identity and then provided a control PSA and treatment PSA matching their identity, in random order. The PSAs were of approximately 100 words. Results: We recruited 300 social media users from Amazon Mechanical Turk in accordance with usual protocols to ensure data quality. In total, 8 failed the data quality checks, and the remaining 292 were included in the analysis. In the identity-based PSA, the source of the PSA was changed, and a phrase of approximately 12 words relevant to the individual’s identity was inserted. A PSA tailored for Christians, when matched with a Christian identity, increased the likelihood of compliance by 12 percentage points. A PSA that focused on economic values, when shown to individuals who identified as economically motivated, increased the likelihood of compliance by 6 points. Conclusions: Using social media to deliver COVID-19 public health announcements customized to individuals’ identities is a promising measure to increase compliance with public health guidelines. read the paper at https://publichealth.jmir.org/2021/4/e25762/
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If your practice doesn’t have a blog — or you have one that’s not actively maintained — it’s time to make a change. Spice up your doctor blog by experimenting with different post formats like interviews, how-tos, and personal stories. More than half of marketers (55 percent) cite blog content creation as their top inbound marketing priority, according to HubSpot. As a busy doctor, not having much time for healthcare marketing activities like blogging is understandable. However, your competitors likely have a doctor blog, so you need one, too. Here’s a look at several different kinds of blog posts to help you get inspired. Different types of healthcare marketing blog posts Captivate your patient base by sharing interviews on your practice blog. This type of blog post is great because you can do so much with it — i.e. interviews with you, your staff, and industry experts. Interviews will draw patients to your blog because they won’t find this unique content anywhere else. Marketing for doctors is all about educating patients and building trust, and this will do just that. 2. How-tos / Tutorials As a doctor, you have a lot of knowledge that can benefit your patient base. Imparting this in the form of tutorial videos is ideal because it can really help people. For example, a dentist could share a video demonstrating the proper way to floss. Patients will appreciate the lesson you have to teach them, and if they find it especially valuable, they’ll share it with family and friends. 3. Personal stories / Patient case studies When patients have a health problem, they often feel alone. This is why sharing personal stories — or patient case studies — is a great idea. A case study takes an in-depth look at an issue experienced by one patient or a group of people. This type of content is a valuable healthcare marketing tool because it really speaks to patients. Reading about your extensive experience treating an issue impacting them will encourage them to make an appointment. 4. News commentary When a health issue impacting your patient base is in the news, patients want to know your thoughts on it. News commentary is great for healthcare marketing because it can boost your search rankings and highlight your specialized expertise. For example, a family doctor might write a blog post on local measles outbreaks — i.e. what’s causing them and how to avoid exposure. 5. Reviews / Comparisons Patients trust your opinion, so they want to hear your thoughts on the products they use. In fact, product recommendations account for nearly one-third (31 percent) of eCommerce site revenues. For example, an ophthalmologist might share a review of a new brand of contact lenses or compare and contrast two popular brands. This adds value because it can help patients make an informed decision on the best product for their needs. 6. Video blogs Some 96 percent of people have watched an explainer video to learn more about a product or service, according to Wyzowl. The demand for video content is clear. Online marketing for doctors must engage and inform, so posting videos to your blog is an ideal way to market your products and services because it’s what people want. 7. FAQs Chances are, patients ask you many of the same questions over and over. Turning this into a blog post — or several — is smart because there’s clearly a demand for it and it’s relatively easy for you to create. Blogging should be an integral part of any healthcare marketing strategy. This is a savvy way to connect with patients and keep them coming back to your website on a regular basis. Your doctor blog can bring tremendous value to your practice. Making time for it in your busy schedule might be a challenge, but it’s an investment you won’t regret. Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/5-article-formats-healthcare-blogging/
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Social media bombards users with memes, cat videos and political squabbles. For thousands of women facing an aggressive form of breast cancer, Facebook recently brought another, less common offering: hope. “We were having a really, really difficult time finding patients,” said Casey Bales, project manager for triple-negative breast cancer research at the IU School of Medicine. She coordinates clinical trials – studies in which patients receive drugs or other treatments to try to understand their effects on health outcomes. The breast cancer trial, begun in 2014, wasn't going well. Three years into the study, less than 40% of the patients needed were enrolled. “The trial was in jeopardy,” Bales said last week. It was saved in 2017 when Facebook posts from the Vera Bradley Foundation for Breast Cancer and IU researchers about a trial using genomics – the study of genes and their functions – to find weaknesses in cancer tumors appeared. Indiana University researchers and the Vera Bradley Foundation for Breast Cancer used the popular networking website and Instagram to recruit participants for a clinical trial. The first-of-its-kind social media effort jump-started a once-moribund effort that led to a Dec. 13 announcement that doctors say could save the lives of patients with triple-negative breast cancer. Recruiting through social media has become an important tool for physicians and medical researchers, who can sometimes have difficulty finding patients with specific forms of diseases they are trying to study. “We are implementing social media efforts pretty much on every new trial,” Bales said. “Social media gives us an opportunity to leverage communities and resources to interact with a much broader community than we've been able to reach before,” the report said. Lisa Hayes is a survivor. The 62-year-old Indianapolis woman was diagnosed 12 years ago with triple-negative breast cancer. “I didn't even know (at the time) there were different kinds of breast cancer,” she said in an interview last week. “I just thought breast cancer was breast cancer. That's a scary feeling, to know you had a very aggressive kind of breast cancer.” Hayes endured surgery to remove cancer, eight rounds of chemotherapy and 33 rounds of radiation. She now leads R.E.D. Alliance, an advocacy group working to reduce late-stage diagnosis and death rates for black women with cancer. R.E.D. stands for Reaching to End Disparities. Her cancer is gone, but Hayes has wondered whether it might come back. She did not participate in the recent clinical trial but said the research is important to her and other survivors. “It's great news to hear what they have done,” she said. “It gives hope and promise to everyone coming behind me. It's very personal to me, in that respect.” Read More: https://www.journalgazette.net/news/local/20191222/facebook-helps-clinical-trials-for-iu-vera-bradley
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Social media is becoming an increasingly powerful tool for sharing health-related messages, but not every post has what it takes to go viral. A new study by researchers at Drexel University and Thomas Jefferson University found healthcare professionals may see greater success with public information campaigns if they apply the narrative storytelling method that many influencers use on social media. “In recent years, we’re seeing a resurgence of misleading anti-vaccination messages and related misinformation spreading through social media,” said the study’s senior author Philip Massey. “By studying what makes these messages so effective online, we can improve fact-based, pro-vaccination messaging aimed at improving public health.” The researchers are among the first to investigate narrative messages on Instagram and how they might affect a parent’s likelihood of getting the human papillomavirus (HPV) vaccination for their child amid growing misinformation about vaccines online. Massey’s team analyzed 360 randomly selected Instagram posts from a pool of over 3,000 English-language posts about HPV vaccination. Although a majority of the posts were pro-vaccine (56 percent), the anti-vaccine messages that featured a narrative structure experienced much higher engagement, averaging 62 more “likes” than pro-vaccine posts that only shared actionable information about the vaccine. Massey says social media posts that tell personal stories, share experiences, or attempt to tap into an audience’s emotions are generally more effective than those that don’t. “Healthcare professionals can help parents navigate through their uncertainty about vaccines, but science alone may not be the thing that the parent needs to cope with that uncertainty; they may need something more emotional to get through.” According to Massey, not all healthcare professionals need to use social media as part of their public information campaigns, but those who don’t run the risk of missing out on a huge audience. Read More: https://www.phillymag.com/healthcare-news/2019/12/04/health-professionals-can-learn-from-instagram-influencers/
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Dr. Rose Marie Leslie is hoping to reach teens with a message about the dangers of e-cigarettes. So she’s started posting regularly on TikTok, the popular short video app, and has collected a large following. Leslie, who goes by @DrLeslie and is a family medicine doctor at the University of Minnesota Medical School, has amassed more than 300,000 followers on the platform in recent months. Most of her TikTok videos offer insights on health issues that impact teens, ranging from how to talk to doctors about birth control to why it’s a bad idea for a group of friends to share a lollipop. She’s best known for getting real about vaping and vaping-related illness. The issue is more urgent than ever for many parents, with surveys showing that vape use at an all-time high among teens amid an outbreak of a life-threatening vaping illness. Part of the problem, according to medical experts, is the teens aren’t aware of the risks because public health organizations aren’t communicating with them on the platforms they use. That’s where Leslie comes in. Leslie doesn’t talk down to the viewer, but instead shows side-by-side images of a vaping-related lung injury and a normal lung biopsy, and discusses the root causes. In one video, she shows her followers what vaping lung illness really looks like under a microscope. “That is terrifying,” she says in the video. Leslie says she gets a lot of messages from teens who have stopped vaping because they watched one of her videos. “I expected it as a primary-care doctor who’s often talking to teens about the health risks associated with something like vaping that’s perceived as cool,” she said. Greater engagement on TikTok than other platforms Leslie is just one of the doctors who have recently started popping up on TikTok. Far more physicians are on Twitter and Instagram, which are more popular with older generations. But those who have taken the TikToK plunge say they are experiencing far greater engagement on content there than on other social media platforms. Jefferson Health’s Dr. Austin Chiang, one of the most active physicians on social media, recently joined TikTok after reading about how it’s taking off. Chiang uses TikTok primarily as a platform to talk to other young doctors about issues that matter to them, like the cost of medical education or the sacrifice of giving up their 20s to spend nights and weekends in the hospital. Chiang says he already sees the most engagement on TikTok, which is used by more than 700 million people daily, according to its owner ByteDance. Chiang and Leslie are also using TikTok to combat health misinformation. “I’ve heard the criticism that doctors and other medical professionals on social media are somehow less credible, or won’t be taken as seriously by their peers,” said Sherry Pagoto, a behavioral scientist and professor at the Department of Allied Health Sciences at the University of Connecticut. “But I think that school of thought is going to be a thing of the past.” Pagoto notes that medical experts need to meet teens where they are, rather than sticking to the older methods of advertising on television or Facebook. “It would be great for public health organizations to follow the lead of these medical professionals on TikTok,” she said. Read More: https://www.cnbc.com/2019/11/29/doctors-use-tiktok-to-talk-to-teens-about-vaping-birth-control.html
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These healthcare marketing tips can help you connect with new and current patients during the holiday season. The holidays are around the corner, which means now’s the time to try holiday-themed marketing campaigns that show the festive and personal side of your practice. It’s important to create timely content to bring more patients to your practice or keep you top-of-mind as your patient's book appointments in the new year. Holiday marketing for doctors can be as simple as putting a seasonal touch on some tried-and-true marketing strategies. Check this list of ideas once — or twice! — to help you create fun, attention-getting holiday healthcare marketing campaigns this season. Holiday marketing for doctors: Film a holiday video When it comes to digital content, consumers can’t get enough of video. According to HubSpot, 54 percent of people want to see more video content from businesses. Videos allow you to showcase your personality, and the holidays are a great time to send your patients a warm, heartfelt message. Just set up a digital camera or use your mobile phone. Video marketing is great holiday marketing for doctors because it helps build your relationships with patients, and can also bring more patients through the door. Hold a social media photo contest Healthcare social media is one of the easiest places to foster an authentic connection with your patients, and people love a chance to win something. Invite people to share a holiday-themed photo related to your specialty. For example, if you’re a dentist, host a photo contest for good dental hygiene habits with a holiday spin. Make sure the rules for entering the contest are made clear: - Let people know when entries will close.
- Designate a hashtag so you can keep track of entries.
- Note that people must have a public profile and be following your account to win.
Host a holiday Q&A People have health-related questions year-round and aren’t shy about going online to look for answers. In fact, 74.6 percent of people have looked online to find out about a doctor, a dentist, or medical care, according to PatientPop. Because the holidays can be a particularly hectic time for many people — from dealing with flu season to seasonal food choices to increased travel — this is a great time to give patients the opportunity to ask you timely questions by hosting a Q&A on your healthcare social media channels. You can use Facebook Live or Instagram Live to answer questions on the spot or use Instagram Stories for a more curated experience. Invite patients to submit New Year’s resolutions The end of the year can be a reflective time, and people are more likely to be thinking about improving their health habits. As a trusted source and invested party in your patients’ health, invite your patients to share their resolutions with you via social media or even an email campaign. Start the conversation by sharing your own resolutions. Write holiday-related blog posts Use the holidays as inspiration for your blog. Creating timely content makes your blog more relevant to patients. It also increases the likelihood that your blogs will be shared, which may help you get on new patients’ radar. You can blog about any number of topics depending on your practice location or specialty. For example, if you’re a dermatologist, you can offer skincare tips for colder weather. Send a holiday marketing email Nearly six in 10 people say they prefer email communications from brands above any other channel, including text, phone, and social media. Send healthcare marketing emails to your patients this season that: - Offer tips for staying healthy through the holidays
- Contain a “Happy Holidays!” message
- Share healthy holiday recipes
- Remind people to book an appointment before the end of the year
Send patients a holiday greeting card The holidays are a popular time for old-fashioned greeting cards. Design a holiday card featuring you and your practice staff and a heartfelt message. Including a thoughtful note can strengthen your relationship with your patients, and they’ll receive a nice surprise when they open their mail. Let them know you are happy to be taking care of them. Spread some seasonal cheer by implementing some of the tips on this guide to holiday marketing for doctors. You’ll stand out among healthcare or dental practices and can help mitigate against a slower season. Read More: https://www.patientpop.com/blog/marketing/10-practice-holiday-campaign/
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"Patients today make their healthcare decisions online"
For the most part, patients are looking for their dental care on Google. Google has 88 percent of the U.S. search engine market share, according to StatCounter. According to Google, one in every 20 searches is health-related, which translates to at least 100 billion health searches a year, according to Search Engine Land. Thus, showing up prominently in Google results is a key marketing priority for any dental practice. Dental ads offer dentists a unique opportunity and competitive advantage in reaching patients who are searching for their services. Read on to learn why paid dental advertising is a good investment for your practice. How dental ads are different from traditional marketing 1. You control where you rank. On Google, paid dentist ads appear above organic listings on search engine results pages (SERPs). They look almost identical to organic results but are delineated with the word “Ad” in a green box. Placing a dental ad on search can place you at the top of the search results. This is important because where you rank on Google matters. Generally speaking, the higher you rank, the more clicks you can expect to receive. 2. The results are immediate. Online advertising for dental practices is the perfect complement to search engine optimization (SEO). When you place a dental advertisement, you can rank the top of the page for that keyword as soon as your campaign goes live, which can mean an instant boost in traffic and dental patients. This can be an especially good strategy if your website has recently been redesigned, as it can take several months for Google to index your site. 3. You can reach your ideal customer. Unlike more traditional forms of dentist advertising, placing a dentist advertisement on Google allows you to control who can see your ads. You can select to market only in relevant geography. If you’re a dentist in Brooklyn, for example, you may choose to only market to Brooklyn, rather than all of New York City, depending on your specific goals. 4. Place dentist ads on the highest value keywords. One goal of search dental advertising is to reach patients who are ready to convert (book an appointment). The keywords that patients use when searching for care can show their intent of seeking dental care. For example, a patient searching for [teeth whitening] might just be curious about the process and how it works. They may not be ready to book an appointment just yet. However, patients searching for [affordable teeth whitening near me] are showing their intent to seek dental care soon. This may be a higher value keyword because it’s likely to generate more appointment requests. 5. Payment is tied to results. Paid search advertising for dental practices works on a payment model called pay-per-click (PPC). This literally means that you only pay when someone clicks on your ad. A lot of practices hesitate to spend money on dentist ads, but this pay model makes it a safe marketing investment. Because your ad is targeted to those seeking your specific services, the chance that those clicks become booked appointments is higher than with other dental advertising strategies. 6. The return on investment is highly measurable. With Google advertisements, you can see everything that’s tied to a click on your ad — from the person’s initial search query to what they did on your website, including whether they booked an appointment or if they called. You can see which of your dental ads are working and which aren’t and calculate exactly what you’re getting in return for your investment. 7. It’s a consistent marketing investment for your practice. Because you pay per click on your ad, it may feel like something that’s difficult to plan month-to-month. However, after some trial and error and figuring out which of your dental ads work best for you, this form of dental advertising becomes consistent over time and is something that you can plan for in your business. 8. You can change your budget at any time.
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Social media marketing has essentially become unavoidable. Finding healthcare social media success isn’t always easy. In fact, doctors often have the same few struggles. Statista estimates the number of social media users in the U.S. will rise from roughly 244 million in 2018 to approximately 257 million by 2023. Given these numbers, standing out from the crowd on social media is important, but it isn’t easy. Here’s some advice to help your practice overcome the common challenges of healthcare social media: 1. Highlighting patient success stories without revealing PHI Incorporating patient success stories into your social media marketing is a great way to promote your expertise. However, be careful not to accidentally disclose PHI, as this can lead to a HIPAA violation. "Knowledge is the key to avoiding this" When compiling patient success stories for social media, work with a legal professional to create patient marketing consent forms. Otherwise, only discuss patients in general terms without revealing PHI, and always triple-check content for potential privacy violations before posting. 2. Reaching their target patient base A Facebook post has an organic reach of just 6.4 percent of a Page’s likes, according to We Are Social. However, the average paid reach is 27.3 percent higher than the average total reach. Given these numbers, it’s not surprising that 53 percent of companies use social advertising — i.e., purchasing ads on social networks — according to HootSuite. Social media advertising campaigns can be created to fit any budget, and they’re effective. 3. Determining good content to share Growing your patient base is the overarching purpose for social media marketing, but coming on too strong will get you unfollowed fast. Generally speaking, approximately 80 percent of your content should be informative or interesting and 20 percent should be promotional. 4. Finding time to share and engage You won’t engage your patient base by posting content sporadically and occasionally responding to comments. In fact, 52 percent of small businesses post on social media at least daily, according to Clutch. Schedule time on your calendar each day for social media marketing activities to make sure they don’t fall by the wayside. Of course, as a busy doctor, you might not have time to effectively manage your social media properties. In this case, delegate this task to a member of your staff or take on an outside social media partner. Proper social media management is a key component of an effective strategy. 5. Choosing the right social media platforms Different demographics gravitate toward different social networks — i.e. Facebook, Twitter, Instagram. If you don’t take the time to figure out where your patient base is, your medical social media efforts might be wasted on the wrong crowd. Maintaining social media accounts on multiple platforms will allow you to reach different demographics that fall into your target patient group. 6. Getting patients to share their content The more your social media content is shared, the broader your reach. However, people don’t share just anything, post on topics important to your patient base, take time to proofread for spelling and grammatical errors, and share information from credible sources. You can also hold a social media contest where entry involves sharing a certain post and tagging a friend or two. Patients want to connect with you on social media, but simply having an account isn’t enough to promote your practice. Finding success in healthcare social media requires a significant time investment, but it’s well worth the effort. Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/doctor-social-media-marketing-challenges/
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The marketing world is changing every day. New tools and technologies emerge, fresh thinkers put new spins on old tactics, and the bar for quality continues to rise as audiences everywhere are exposed to more content in a day than they could possibly process. For all the changes that have taken place over the years, one thing is certain: Content marketing is here to stay. In fact, this time last year, it was estimated that the content marketing industry would be worth more than $400 billion by 2021. And as content marketing continues to grow and our approaches to it become more mature, these five trends will shape the way companies (and their audiences) create and consume content in 2019. 1. Content marketing is becoming marketing. 2. Strategy will become more essential. 3. Customer success will emerge as the new frontier. 4. The marketing funnel will change shape. 5. Distribution will remain a driver of success. read more at https://www.forbes.com/sites/johnhall/2018/10/14/5-content-marketing-trends-to-watch-in-2019/#10ada3281202
A new study led by Jenine K. Harris, PhD, examined the use of the hashtag #childhoodobesity in tweets to track Twitter conversations about the issue of overweight kids.
The study noted that conversations involving childhood obesity on Twitter don't often include comments from representatives of government and public health organizations that likely have evidence relating to how best to approach this issue. The authors think maybe they should.
Twitter use is growing nationwide. In its 2014 Twitter update, the Pew Research Center found that Twitter is used more by those in lower-income groups, which traditionally are more difficult to reach with health information.
While younger Americans also are more likely to use Twitter, it is used equally across education groups and is used more by non-white Americans than whites.
This, Harris said, is one of the reasons Twitter is an avenue that the academic and government sources with accurate health information should consider taking advantage of in order to reach a wide variety of people.
"I think public health so far doesn't have a great game plan for using social media, we're still laying the foundation for that," she said. "We're still learning what works.
"Public health communities, politicians, and government sources -- people who really know what works -- should join in the conversation. Then we might be able to make an impact," she said. more at http://www.sciencedaily.com/releases/2014/07/140710151723.htm
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Across industries, sophisticated organizations are now committing both time and money to their social media marketingcampaigns. But the healthcare industry (including hospitals, B2B medical manufacturers, and health clubs) has hesitated to embrace social media.
A survey of 1,060 U.S. adults by the PwC Health Research Institute found that one-third of respondents considered social media platforms appropriate for the discussion of healthcare. The Journal of Internet Medical Research found that 60% of adults surveyed used the Internet to access medical information. This is a major opportunity – it’s time to get ahead of the curve.
Here's how healthcare institutions can engage on social in a relevant, useful, industry-appropriate way.
Use ImagesIn a study by Infinigraph, we measured the effectiveness of different posts made by healthcare companies, including hospitals, clinics, and health care foundations. We found that healthcare audiences engaged most with posts containing images.
Keep it Human, Keep it Useful Some of the most engaged-with Facebook posts contain images, and all link to valuable content. These short posts link to larger articles which tell human interest stories, tapping into audience emotions, or provide useful health information.
A Few Best Practices for Healthcare Marketers
- Make your data available. Allow your ratings and reviews, as well as error rates within your database (if applicable) to be made public.
- Educate your employees on social media policies. Make the risk of violating the Health Insurance Portability and Accountability Act (HIPAA) clear, and prohibit posting inappropriate information about doctors or patients.
- Implement privacy settings. Be sure to safeguard personal information and content.
- Avoid using social media channels to communicate with patients on sensitive issues. Advise them on a secure, personalized server.
- Enlist at least one author, editor, or reviewer on every piece of content that you publish. Include references or links to the source of your content, and date it whenever possible.
- Include an “About Us” or “History” section on your website. Present information about qualified staff, services, and facility as well as your purpose, goal, or mission.
- Ask for audience feedback through surveys and questionnaires. Make your contact information easy to find, and encourage your audience to get in touch via email, Facebook, and Twitter. When they do reach out, respond promptly and thoughtfully.
Curated from http://blog.marketo.com/blog/2013/11/should-hospitals-be-on-facebook-social-media-marketing-for-the-healthcare-industry.html
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The ever-changing field of email marketing has yet again brought some exciting trends for 2021 and the future.
How it started: Plain text emails
How is it going: More advanced emails with imagery, dynamic content blocks, and much more… To learn more about how emails are set to change in the coming years, read on… 1. Micro-segmentation and Hyper-personalization Brands will invest in robust CRM and email marketing tools that will allow them to maintain their database better and facilitate advanced segmentation techniques. 2. Email Automation Email automation has been around for quite a few years now. In 2021 and the years to come, it will become much more advanced with the help of Artificial Intelligence (AI) and Machine Learning (ML) principles. 3. Agile Email Marketing Agile Email Marketing is a comparatively new methodology with the help of which you can streamline the process of email template production. 4. Visuals in Email Marketing Including the right visuals in your emails can take your subscriber experience to the next level. 5. AMP (Accelerated Mobile Pages) in Emails You can use AMP technology to create emails that allow the users to take action from the email itself. 6. A/B Testing Since your customers’ purchasing patterns and preferences have drastically changed in the past couple of months, you must carry out A/B testing. It will help you to understand what strikes the right chord with your subscribers. 7. Omnichannel Marketing Approach Omnichannel marketing is an approach through which you can impart a consistent experience to your prospects and customers, irrespective of the channel. 8. Stricter Privacy Policies Anti-spam guidelines and privacy policies will get stricter. 9. Empathetic Messaging Many individuals and businesses are still going through difficult times and therefore, you must send out empathetic messages that reflect sensitivity and consideration for the readers. 10. BIMI BIMI (Brand Indicators for Message Identification) is a novel technology that enables businesses to display their logo beside the email subject line and message. read the whole unedited post at the scoop.it blog https://blog.scoop.it/2021/04/22/email-marketing-trends-how-to-up-your-game-in-2021-and-beyond/
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By their nature, hospitals are fast-paced environments that can induce some stress in the people who work there. Often, the roles taken on by people saving others' lives are somewhat thankless. For this reason, Penn Medicine's Center for Digital Health created "High Five," a web-based recognition system that enables staff members to easily use social media-style memes and humor to compliment each other on anything from the routine to the extraordinary. The Center for Digital Health -- which studies how things like the internet and other digital technology affect our health -- began exploring whether a web-based platform would be feasible in health care in 2016. The designers believed that making it easy for staff to quickly send out a nice message in a way that is now second instinct to many would increase positive interactions and potentially serve as a tool to combat burnout. "Keeping it fun and light was us trying to build on what folks already do naturally on social media and via texting," Lee explained. "Humor and levity can organically incentivize folks to connect and support each other. So we thought it made sense to capitalize off of that natural inclination when we were trying to build an opt-in recognition system." High Five, named for the congratulatory gesture, is usable across multiple devices and easily accessible through a webpage that clinicians could reach as if they were working on electronic health records. Each person can search for and select a colleague from the health system, then pick from a variety of memes or GIFs containing positive phrases that were congratulatory or humorous. The images draw from pop culture or are health-themed and some are the same as memes used commonly on social media. In addition to the images, each message could also be personalized by an accompanying text written by the user. A reply function was also added shortly after launch. High Five has expanded since it was launched in 2016 into several different areas at Penn Medicine such as other emergency departments, Women's Health, Pharmacy, and an intensive care nursery, among others. Users now hail from all 20 academic departments within Penn Medicine, and 32 percent of hospital employees have exchanged 28,808 communications expressing courteous interpersonal behaviors, ranging from appreciation and recognition to specific feedback. A new study published in NEJM Catalyst Innovations in Care Delivery led by Kathleen Lee, MD, an assistant professor of Clinical Emergency Medicine and director of Clinical Implementation in the Center, showed that this system was adopted by the vast majority of those within the Department of Emergency Medicine at the Hospital of the University of Pennsylvania (HUP) -- the first department it was fully integrated into. "The status quo expectation in many settings in medicine is perfection without recognition, Medical errors can result in harsh consequences, while successes are not often not recognized to the same extent. This imbalance is thought to be a key contributor to clinician burnout," said Lee, who led the research with David Do, MD, an assistant professor of Clinical Neurology, and Ian Oppenheim, MD, a fellow at the Johns Hopkins School of Medicine, who helped to launch "High Five" while he was a resident at Penn Medicine. Moving forward, the team involved with High Five hopes to expand it across the health system completely, especially with the installment of display monitors. "We want to continue to partner with departments and groups to help further harness the workplace civility and positivity that High Five enables," Lee said. Read More: https://www.eurekalert.org/pub_releases/2019-12/uops-pmu121019.php
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''Media” has long been part of our moniker here at MM&M – it is, quite literally, the third M of a brand that started its life and remains, at its heart, Medical Marketing and Media – but 2019 marked the first year in quite some time that we attempted to cover it on more than a semi-regular basis. Frankly, we picked a fortunate time to start, given the flood of transformative news during the year. But don’t take our word for it. For the final Third M dispatch, before we change calendars, MM&M asked several of the smartest folks in and around health media to answer a few questions about the people and trends that stood out during 2019. Their responses did not disappoint. Here’s hoping for a similarly scintillating 2020. What was the most important, most welcome, weirdest, coolest or otherwise most interesting trend or event in health media during 2019, and why? The physicians who embraced TikTok. There are about 20 doctors (as well as residents and medical students) who are using the popular video platform to share health information. What I find jarring is the juxtaposition of medical topics with the informal nature of the videos. However, I am far from the Gen-Z audience that makes up a significant portion of the TikTok demographic. “The value of the platform for health education was highlighted by Dr. Rose Marie Leslie in September when she created a video on the dangers of vaping. It amassed millions of views and led to mainstream media attention from ABC News, among others. Clearly these physicians are doing something right because many of them have gained tens of thousands of followers on TikTok. We’ll be watching.” – Eileen O’Brien, managing director, social media, W2O “Authenticity. From UX design to chatbots, the bar for creating an authentic experience for the consumer has been elevated this year. Authenticity in 2019 evolved beyond the selection of a credible spokesperson for messaging—it’s about infusing it into every brand attribute, using a variety of elements (e.g., voice and visuals) to create an inimitable and trustworthy consumer experience.” – Tabytha Gil, linguistic insights analyst, Ogilvy Health “The rise of voice search, which essentially means two things. First, with respect to the voice search queries input via your mobile phone or tablet: There are a variety of different statistics out there, but most analysts estimate that approximately 30% to 55% of all U.S. search traffic is being driven by voice search at the moment. This means that both your SEO and SEM strategies need to evolve. This is especially so for health, as voice search is already prompting many more long-tail keywords. The specificity of these keywords is an important point to note, with patients more likely to speak complicated clinical search terms rather than trying to type them. “Second, there is an entirely different type of voice search playing out across AI-powered smart speakers, like Amazon’s Echo or Show, or the Google Home and Nest Hub. In these scenarios, particularly when there is zero UI or no screen, how can a brand take advantage of voice-driven search queries? One can easily envision this working in an unbranded example, but the billion-dollar question is how can branded search results populate in a compliant manner? The entire voice search economy will be a fascinating one to watch in 2020, but make no mistake: Both Amazon and Google are hard at work figuring out a way to monetize this smart search inventory.” – Justin Chase, EVP, innovation, and media, Intouch Solutions “The focus on awareness, education, and support around mental health, from organizational, partnership and consumer perspectives. Second, patient influencers and advocates are driving health actions, and brands started to notice. As for the coolest event in 2019, Healthline Media partnered with wellness advocate Nitika Chopra to create Chronicon, bringing together hundreds of influencers to the first daylong event devoted to people struggling with chronic health issues.” – Ingrid Eberly, VP corporate marketing, Healthline Media Read More: https://www.mmm-online.com/home/channel/media-news/health-media-2019-the-year-in-review/
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You should cover hot topics on your doctor blog, but there are a few things you should know before doing so. Writing about a hot medical topic such as the Zika virus, Ebola, or vaccinations is a great way to drive traffic to your doctor's blog. It can also help further your professional brand if you submit the post to a medical publication. However, there are several things to know before taking a stance in a heated debate. Here’s a guide to help you better understand how to navigate controversial topics. 5 tips to cover hot medical topics on your doctor blog: Don’t be afraid to share your opinion Patients turn to your blog to see what you think about healthcare issues everyone is talking about. Your blog is part of your healthcare marketing plan, so offending your patients is the last thing you want. However, when dealing with hot medical topics, you need to share your true thoughts. For your blog to add value, you can’t simply restate the opinions of each side — you need to be open and honest with your views. Share facts from reputable sources In the midst of medical controversy, patients want to separate fact from fiction. Stick to relevant, quality sources such as government websites, medical journals, and studies conducted by well-known companies and nonprofits. Never use a statistic unless you can find its primary source — i.e. the original place it was cited — and only include timely information. Present something new People don’t want to keep re-reading versions of the same blog post. Draw patients to your doctor blog by offering unique information on the hot medical topic they haven’t seen before. Write on an angle that hasn’t been discussed, clear up common misconceptions, or use this opportunity to explain the topic at hand in a manner patients can easily understand. Offering up something different is great marketing for doctors because it shows the unique value you have to offer. Expect backlash Everyone isn’t going to love every post on your doctor blog, and that’s OK. When you write on a hot topic, speaking your truth is the most important thing. As long as you feel confident in your stance — and support it with credible information — that’s what matters most. If you receive backlash, take it in stride. Respect the fact that people have opinions different from yours — even if they are not medically sound — and take the high road. It’s OK to change your mind Taking a stance on an issue now doesn’t mean you can’t change your mind later. In fact, authenticity is the best online marketing for doctors. If in a few months or years you decide you actually agree with the other side, it’s fine to change your tune. Simply update your blog post to reflect your new beliefs and share the reason for your change of heart — for example, if new data was released. Read More: https://www.patientpop.com/blog/marketing/content-social-media-marketing/blogging-age-zika/
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The healthcare industry sees technology as a source of inspiration for progress and innovation. Health care is a complex system that is resilient to major changes but vulnerable to butterflies, where even a small amount of inputs has dramatic consequences. While future health trends are being discussed in the industry, some are most useful. The health information technology market is expected to reach $390.7 billion by 2024. Processing 30 billion health care transactions cost almost $250 billion a year. Healthcare spending in the United States will amount to $5.4 trillion by 2024, which corresponds to an annual average of 19.6% of GDP. As more and more healthcare providers outsource various administrative functions, these three trends will benefit the medical companies as part of their marketing strategy for 2020. 1. Internet of Things (IoT) The Internet of Things is not only an executive fridge that orders its owner’s favorite food itself, or a service kettle that boils water on demand from a smartphone. These are smart bracelets, sensors, which you can remotely monitor your health. IoT has advantages that make healthcare more reliable, efficient and faster. IoT-enabled devices enable remote monitoring, unleashing the potential for superior care. The following examples show what healthcare can do with IoT. - Real-time location – medical devices such as wheelchairs, scales, sprayers, defibrillators, monitoring equipment or pumps are detected by sensors and easily detected by IoT. Other IoT devices help monitor the environment.
- Wearable accessories are often used to monitor the user’s health for medical reasons, such as heart rate, blood pressure, calories burned, etc. The manufacturing industry is expected to have 240.1 million people in 2021.
- Improved patient data and real-time tracking. The future for effective care is higher than ever before. It is now up to health care providers to make the best use of this technology.
In other words, in a few years, the world around us will become the Internet of Things. 2. Automated Medical Billing They eat your wallet space, get easily lost, and when you try to find them, you realize you’ve already thrown them away. With medical bills, you always want to be very careful not to lose such important receipts. Introduction of an automated billing system for medical services. Let’s be honest, no one else wants to deal with paper receipts. Fortunately, medical bills are currently processed online or in the cloud. This new software allows your healthcare providers to effectively monitor and optimize their medical bills and payments. They will be able to review their insurance at any time without the risk of insurance errors, as the software will already report possible errors in advance. This increases the security of their records, so third party billing services are very popular. This is something that medical companies should consider for the coming year. 3. Patient Experience A business that is constantly evolving is equated with clients that are also constantly evolving. The medical business is no exception. If you work with a professional and experienced medical invoicing outsourcing company, this will provide you with the best way to lead the way in identifying future trends and strategies related to the success of your RCM. However, be careful with the use of personalized experience, sometimes users may have too complex instructions and directions. Improving patient experience begins with clear messaging and information, especially on practice-specific topics. Read More: https://getreferralmd.com/2019/10/3-healthcare-marketing-trends-for-2020/
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Patient's interests and behaviors shift during the holiday season, and thus, so should your healthcare marketing. The holidays provide an opportunity to be creative with your messaging and to strengthen the provider-patient relationship during a season filled with holiday cheer and a spirit of giving. But the holidays can also mean a break in routine, which opens the doors for some mistakes. To make the most of your holiday healthcare marketing, read on for common mistakes doctors and dentists make around the holidays and how to avoid them. These common mistakes can ruin your healthcare marketing Not marketing your practice during the holidays If you associate the holiday season with a lower patient volume, you may think healthcare marketing is less important this time of year. But choosing not to market your practice is perhaps the biggest healthcare marketing mistake of all. By not marketing your practice, you’re counting yourself out of the decision-making process for those patients who are seeking care. Timely and relevant content can make your campaigns more effective because you’re providing your patients with the information they find useful. Thinking there’s less interest in health toward the end of the year The holiday season may have its share of parties and late nights, but it would be a mistake to think there’s a lack of interest in health this time of year. On the contrary, during moments where people may be indulging more, there can be a heightened awareness of healthy habits. New Year’s resolutions, for example, are often tied to health and productivity goals. Not being inclusive in messaging When planning your holiday healthcare marketing strategy, it’s important to create messaging and content that is inclusive of everyone. Being inclusive with your healthcare marketing allows you to reach more people and is especially important to younger patients. Not updating your website and web profiles The holidays often mean changing schedules for both patients and healthcare providers alike. If you have special holiday hours, make sure that communicating them to current and prospective customers is at the top of your healthcare marketing strategy this year. This gives patients the transparency they need to book an appointment. An accurate and prominent web presence is an essential component of your healthcare marketing strategy, and this is even more important during the holidays when you may have less time to field questions. Waiting until the last minute Do not wait until the week before major holidays to start your holiday healthcare marketing. Give your patients ample time to understand any changes to your schedule or promotional offers. This also gives you a chance to share important messages multiple times, so you can ensure more people see them. Healthcare marketing is a year-round effort. There’s always an opportunity to connect with your patients and make your practice stand out from all other care options. Keep these tips in mind when planning your holiday campaigns. Read More: https://www.patientpop.com/blog/marketing/holiday-marketing-mistakes/
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"First, there was crowdfunding, now there’s crowd-diagnosis" Where people turn to strangers on social media to get a diagnosis — including for STDs. This trend has been growing in popularity, but the authors of a new study say diagnosing STDs using social media can often be unreliable. - Thousands of people post in an online health forum seeking a “crowd-diagnosis” of their sexually transmitted disease (STD).
- A new study found people have turned to Reddit for help getting an STD diagnosis.
- Experts say this isn’t a great idea, since other posters may not have a medical background or all the necessary information to give a definitive diagnosis.
- But there are online sites like CrowdMed where licensed medical professionals may help people who are worried about a possible STD.
Thousands seek STD diagnosis online In the study, researchers from the University of California, San Diego examined conversations on the social media website Reddit. Reddit has a subreddit, or online forum, where people share “stories, concerns and questions” about “anything and everything STD-related.” Researchers obtained all posts from the r/STD subreddit from 2010 to 2019 — almost 17,000 in total. These were public posts with no information that could be used to identify the original posters. Researchers found that 58 percent of the posts were requests for a crowd-diagnosis. Of those, 31 percent included an image of the person’s physical symptoms. In addition, 20 percent of the people asking for a crowd-diagnosis was seeking a second opinion after seeing a healthcare professional for the same health concern. The majority of posts received a reply, with more than three-quarters of those receiving an answer in less than 1 day. The average time for the first response was just over 3 hours. Convenience drives people to health forums One thing that drives people to online health forums is convenience. After all, try getting an answer from your doctor in just 3 hours. But Keber says people need to be careful when using these types of resources. “There is no way to know who is answering these questions and addressing the concerns of the people writing in this venue,” Keber said. “I especially have concerns about [people] using this as a ‘second opinion’ following an office visit with a licensed professional,” she added. Online forums like those on Reddit are peer groups, so people responding may not have any medical training. This differs from online tools like CrowdMed, where licensed physicians, medical students, physician assistants, and other health professionals provide opinions. The true scope of online crowd-diagnosis unknown Although the new study provides a snapshot of how people are seeking health information online, this research has some limitations. STDs are also a condition that can cause “significant anxiety,” says Keber. This may drive people to sites like Reddit, where they can get an answer in a few hours or less. Public interest in online health forums like Reddit comes as many STDs are on the rise. This includes syphilis, gonorrhea, and chlamydia reports the Centers for Disease Control and Prevention (CDC)Trusted Source, with a particularly large increase in people 60 years or older. There’s also a lot of information missing from the Reddit posts that could help health officials understand what’s going on. "Like many social media studies, this study didn’t provide info on the location of the people posting about sexually transmitted infections (STIs) on Reddit, whether they were being honest or if it was a hoax, how their actual STI risk compares to those not using Reddit, etc.,” said Sean Young, Ph.D. “Although crowd-diagnoses have the benefits of anonymity, speed, and multiple opinions, many are wildly inaccurate,” study author Dr. Christopher Longhurst, professor of biomedical informatics at UC San Diego Health, said in a statement.
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Healthcare social media marketing has evolved significantly over the past decade. Gone are the days of social media managers posting the same or similar content across one, two, or three social media profiles and calling it a day. Given the importance of social media in healthcare, the team at Convince & Convert wanted to identify common trends across social media marketing from the top U.S. hospitals. Our New Healthcare Social Media Research Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the top U.S. hospitals, as determined by bed count and the 2018–19 Best Hospitals Honor Roll. We used Rival IQ for content aggregation and in-depth competitive analysis of all 54 hospitals’ social media efforts. We gathered insights into how hospitals use private messaging by directly interacting with hospital Facebook pages through Messenger. We also ranked the Top 20 Hospitals in Social Media based on a ranking score that includes Audience Size, Engagement, Engagement Rate Per Post and Total Posts. The 4 Best Practices for Healthcare Social Media Marketing in 2020 Here are the 4 best practices of healthcare social media marketing that will help you set your strategy in the right direction this upcoming year. 1. Diversify Your Channel Mix Beyond Facebook and Twitter Our research found that hospitals post on Instagram less than once every two days, but publish to Twitter and Facebook at least twice per day on each channel. Based on posting frequency, Instagram and YouTube are as secondary channels, despite these audiences being more engaged. 2. Vary Your Content Mix to Optimize Audience Actions More than half of the best-performing posts included photos of people. Twenty-seven of the best 50 posts clearly showed the faces of people or babies. In addition, curated content links have higher engagement: 35% of links shared by hospitals are curated, meaning they are not from the hospital’s own domain. Posts with curated links earned an average of 0.033% engagement per post, while links originating from the hospital’s own domain generated half as much engagement, at 0.015%. 3. Boost Top Performing Posts Organic Posts While engagement is trending down across social media as a whole, brands are circumventing declining organic reach by spending money to ensure their content is getting seen. In fact, 5.5% of all hospital Facebook posts we analyzed are signaled as “likely-boosted”, according to Rival IQ. Of those likely-boosted Facebook posts, the engagement rate per post was 177% higher than the non-boosted posts. 4. Connect with Niche Communities While Facebook Brand Pages continue to be used by patients and hospitals, some hospitals are beginning to leverage Facebook Groups and Messenger to create deeper connections with audiences. In fact, 30% of the top U.S. hospitals are making Groups part of their Facebook strategy. Twelve of the 54 hospitals (22%) are currently or have recently used Groups as part of their Facebook outreach. Social media marketing is the present and the future is returning to a one-on-one approach of engaging with audiences directly, be it in a private message or in response to a recommendation. Users are eschewing the spotlight in favor of smaller, niche communities where their presence is valued and they are not just a number. Read More: https://www.convinceandconvert.com/social-media-marketing/healthcare-social-media-marketing/
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Learning Twitter is like anything else in life. The more you use it, the more you learn, and the better you get at using it. But you don’t have to spend years learning how to become a Twitter Ninja. Here are some of the best hacks to shortcut your journey to Twitter success. 1. Use Keywords In Your Bio 2. Optimize Your Profile Picture 3. Borrow Headline Hacks 4. Create Twitter Threads 5. Add Power Words To Your Tweets 6. Use Hashtags Strategically 7. Make It Personal 8. Shorten Your URL Links With Bit.ly 9. Add Images To Tweets 10. Maintain A Consistent Posting Schedule 11. Build A Tweet Bank 12. Retweet Your Own Tweets 13. Use Twitter’s Advanced Search Function 14. Create Twitter Lists 15. Share Valuable Content 16. Pin Your Best Content 17. Take Part In Twitter Chats 18. Analyse Your Twitter Followers With Followerwonk 19. Post When Your Followers Are Online 20. A/B Test Your Tweets 21. Reshare Your Best Content 22. Create Twitter Moments 23. Save Searches 24. Automate Twitter Activity With IFFTT 25. Analyze Your Competitors on Twitter The key to success with social media, as with life, is to work smarter not harder. These tips will help you increase your follower count, reach a wider audience, and boost your engagement on Twitter. Implement these tactics the next time you post on Twitter and watch your engagement rate rocket. read the original unedited article at https://medium.com/@JBBC/become-a-social-media-ninja-with-these-25-smart-twitter-hacks-af4da1bf9880
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Tips for live-tweeting a conference: Be timely, be original, be insightful. Two healthcare industry Twitter enthusiasts made this infographic to help.
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The use of social media tools, for the purpose of releasing an article in the clinical pain sciences, increases the number of views and downloads
The use of social media tools – Facebook, Twitter, LinkedIn, and ResearchBlogging.org – for the purpose of releasing an article in the clinical pain sciences increases the number of people who view the article and download it. Social media tools also have implications for the dissemination of medical research articles in other fields.
Problem
Generally, anyone interested in accessing research articles either utilizes a research database such as Pubmed or simply follows a few specific journals. As a result, many articles go unnoticed because end users who could benefit from them lack the time to find them. In addition, those who have time to search these databases may be overwhelmed with lots of articles that are not relevant to their needs.
Approach to Address Problem
The researchers selected 16 PLOS ONE articles using four inclusion criteria relevant to the clinical pain sciences, first published online between 2006 and 2011, of interest to readers of a research group blog (bodyinmind.org), and not previously mentioned in a blog post on bodyinmind.org. The articles were assigned randomly to four researchers who wrote blog posts on them, comprised of approximately 500 words and a link to the online version of the article. These blog posts were randomly assigned two dates: one date for a social media release and one date as a control. The control is not well explained by the researchers and appears to represent a period where nothing is being done to promote the article. Innovation
The key innovation in this research project was the use of social media to push research information to end users instead of waiting on the end users to “pull” the information from a database.
Key Results
The key result was a statistically significant increase in HTML views and PDF downloads one week after the blog posts when comparing the control date and the social media release date (p < .05). However, none of the measures of social media reach, engagement, or virality related to the outcome variable. Hence, some other unknown factors are affecting HTML views and PDF downloads.
Implications for clinicians/health care system
Better dissemination of research can save clinicians time by improving the efficiency of information uptake by them. This is useful for health care systems because this is one of the many ways that a health system can improve its quality. One of the challenges is making sure that the information coming from social media is well catered to the needs of clinicians.
Implications for public health
Improved dissemination of research could also provide benefits to the public. In the case of patients or lay individuals, social media can be used to send not only research articles, but lay translations of the information in order to increase the probability of more people understanding the information. This can contribute to increasing health literacy of individuals.
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Social media is a very good way to meet the general public where they are.
Multi channel, multi format content strategies towards
must be designed and deployed during any sort of emergency, not necessarily pandemics.