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Marketing &TechnologyTechnology Trends to Streamline and Market Your Nutrition Practice.Ryann Collins RD, LDN, CEDRDCarolyn HatchRegistered DietitianBrand & Marketing Consultant
#RDtechtalk
Agenda Define Your Brand Take Marketing Action! Internet Presence Technology to Streamline Marketing Social Media Advertising Productivity Tools Client Tools Support Accountability Technology to Streamline Your Practice Implementation
1st Step: Define Your BrandBrandingMarketingtell your storycompel the consumerStrategicPullPersonality. Values. Attributes.RECOGNITIONHUMANIZELoyalty. Evangelism.Promise.Purpose.TARGET AUDIENCETacticalPushACTIVATES BUYERSPRODUCT. PLACE. PRICE. PROMOTIONResearch. Execute.Business DevelopmentSALES. ADVERTISING.COMMUNICATEIntegrated. Leads. Analytics.SUPPORTS MARKETINGREINFORCES BRAND
DifferentiateWho is your target audience?What does your business emulate?How would you define your niche?Humanize your business.Speak to PREVENTIVE CORRECTIVE capabilities.Leverage competition like you do changes in the industry.Photo Cred: Touchpointers.com
Next Step: Take Marketing gHealth clubIndependent officeServices/packagesSocial media(relative to cost,competition, profitmargin, value)(considermarketing budget target audience)(specific to need oftarget audience RD’s specialty)(location of targetaudience) ONLINE PRESENCEbuilds brand visibilityWOMM(WordOf212mediastudios.comMouth Marketing)PhotoCred:is FREE! PROFIT
Why Online?“94 percent of B2B buyers report that they conduct some form of online research beforepurchasing a business product” - Acquity Group’s 2014 State of B2B Procurementstudy
Optimize Your Internet PresenceIncrease your organic ranking. WebsiteSocial MediaDirectories Consumer Reviews HealthProfs Healthgrades Yelp (Google Maps)Customer Relationship Mgt. (CRM) Blog NewsletterPhoto Cred: Infrawebsoft Technologies
Streamline Marketing TechnologySquarespaceFully Integrative Traffic Insights Stock Images Domain Email Apps Blog, Note, Metrics, Portfolio Social Media (sidebars) Blog Newsletter Responsive Design
Email MarketingMailChimp is FREE!Personalized newsletters with * FNAME * codingBRANDED content (logo/colors)Strategic timing of email blasts to reach clients effectivelyFrequency of E-blasts (biweekly/ monthly)Quality content links improved SEOMake the most of your time Pinterest (recipes, inspiration, fitness) Articles that are relevant to your practice (share on social) Seamless integration website (SquareSpace)
Social MediaWhich platform is bestfor your practice?Consider target audience(don’t forget ramPhoto Cred: Pew Research Center
Start SharingUse Hootsuite to share on multipleplatforms simultaneouslySchedule postings according to Current events Holidays Trending topics#crosspromotionShare and support others within yourindustry, what goes around comes around!Provide valuable content that others will want to share.Photo Cred: dcustom.com
Get Connected Mention influencers cite theirwebsites in your content pieces.Google Alerts or other notificationswill allow them to see your contentafter it’s published. Re-tweet, Share, Repost - Get contentshared via social media sites Tag and/or hashtag any influencersyou’ve referenced when sharingcontent to your social media profiles Email influencers after you’vepublished your content to let themknow they’ve been referenced in yourwork.
Build Your Own Graphics“IT'S LIKE A GRAPHICDESIGNER IN YOURPOCKET”- Wordswag.co
Let Them Find You!Google Ranked/Indexed improves organic search!Be found.Call to Action
Advertise OnlineConsumers prefer and act on location-based ads.4 in 5 consumers want ads customized to their city, zip code or immediatesurroundings. 60% consumers have used location information in ads. It’s important to have address phone number in ads on computer/tablet, and directions call button in ads onsmartphone.-“Understanding Consumers’ Local Search Behavior” Google
Budget-Friendly AdvertisingAd Credits “There are often discounts and coupons floating around forpaid Facebook ads or Google ads. Some web hosting services offeradvertising discount codes as part of their membership offerings.”- 22 Marketing Ideas For Small Businesses With Limited Budgets
Productivity Technology AccessibleSynchronizedCollaborative Back-up Recovery EnabledSecureCost Effective
Technology to Manage PracticeEfficient EffectiveMore time to spend 1-on-1 with clientsSCHEDULINGBookfresh, Office Ally, Time ShareBANKINGQuickbooksFAXRing CentralPAYROLLGusto PayrollBILLING SOFTWAREOffice Ally (may be integrated into EMR)FORMSDocuSign, SmartwaiverOFFICE FILESEvernote, Dropbox, Google DriveHIPAA CLOUD STORAGESookasa, SyncUse Apps to improve business operations
Technology to Manage PatientCareElectronic Medical Records (EMR’s)SOFTWAREPRACTICE FUSIONPRACTICE MATE 24/7 EMRMNT ASSISTANTKaiZen RD Cloud based programsAccess from tablet or computerTemplated formsBill is created when you create the notewrite, sign, send notes to MD’s and otherproviders.Store referrals, labs, growth charts, medications.HIPAA compliantBilling may be includedRun reports assess outcomesNotes are BRANDED with name and logo Efficient Effective More time to spend 1-on-1 with clients
Another Expert’s PerspectiveWillow Jarosh, MS, RDOwner C&J NutritionContributing Expert SELF MagazineNutrition Blogger Bumble Bee Foods Skype/Google chat videoShared Google calendars e recently started using Teamwork.com, though it’s too early intoour usage to know if it's a keeper or not.” - Willow
TelehealthHIPAA compliance and security ofPatient Health Information (PHI) is most important“Dietitians need to practiceprofessionally, safely andethically when providingonline counseling with theirclients.”Carol Park, LPC, RD, LDCEO Thera-LINK
Client ToolsFavoritesMyFitness Pal, Livestrong MyPlate, Lose it!, Recovery RecordPROSIncreased client accountabilityAwareness of food behaviors and intakeAbility for clinician to provide feedback andsupport between sessionsSupport of clinician between sessionsTime saving during session - you can assessprogress out the gateCONSTime consuming - budget for this, factorcost into programsCost of the program itselfIncreased work outside of session forclinicianClients can become obsessive and reliant onlogging and trackingMost are free“Effective task management is akin to solid time management. Try the bestof these services until you find a fit for your growing business.”
Final Steps: Implement!Streamline Marketing TechnologyEvaluate your practice’s needs and determine which marketing services are ofgreatest value.Time Journaling/LoggingIF This Than That recipes https://ifttt.com/wtfHow much time are you spending doing each of these tasks? SchedulingMarketingAccountingPayrollClient Communication”Value your time, it’s okay to say NO to really good things soyou can do a few things GREAT” Use Interns!Photo Cred: dumblittleman.com
Q&AThank you, it’s been a pleasure.We’d love to hear from you!Ryann Collinsrcollins@nourishrx.comCarolyn Hatchcarolyn@cvbrands.com
SCHEDULING Bookfresh, Office Ally, Time Share BANKING Quickbooks FAX Ring Central PAYROLL Gusto Payroll BILLING SOFTWARE Office Ally (may be integrated into EMR) FORMS DocuSign, Smartwaiver OFFICE FILES Evernote, Dropbox, Google Drive HIPAA CLOUD STORAGE Sookasa, Sync. Technology to Manage Patient
