For the past two years, I’ve been ghostwriting blog posts for a group of medical specialists. They practice at a major university – one that’s a rising star, Nebraska Medical Center in Omaha.

The hospital’s marketing team wanted a tool to recruit new patients in the tri-state region, and gave blogging a try.

It’s worked!

The blogs have been very successful in connecting medical specialists with prospective patients. Every doctor with a blog has taken on new patients.

In fact, the marketing department has been able to cut back significantly in advertising dollars—all because of the blogs. And, they’ve starting using the posts in employee publications, too, get even greater mileage.

Why are the blogs so effective?

They are written in the physician’s voice – which gives each blog a very distinctive quality. Each blog has a very conversational tone. The blog speaks directly to the patient in words that educate in a very personal way.

And, the blogs can easily give public relations a boost – spinning off the hospital’s U.S. News & World Report’s Best Hospital rankings, for example.

It’s a doctor- patient conversation that works very well in this hospital’s marketing campaign. It is content that resonates with the reader in a very personal way.

It reminds me why blogging – and social media in general — is so effective. Social media, of course, includes blogs, Twitter, Facebook, LinkedIn, YouTube, Vine and all the others.

Social media helps infuse a brand with personality. They tell the company’s story. They capture the passion and energy of individuals in the company. Essentially, social media humanizes the company, gives it a face and a voice – and connects on a personal level with your prospects.

Marketers are embracing social media like never before.

A new report shows that:
◾92% of marketers indicate that social media is important for their business, up from 86% in 2013.
◾68% of marketers plan on increasing their use of blogging, making it the top area marketers will invest in for 2014.
◾Spending just 6 hours a week on social media is sufficient to significantly boost your lead generation—and reduce your marketing expenses.
◾Nearly all – 92% of marketers – indicated that social media generated more exposure for their businesses; 80% reported increased website traffic.
◾Social media also helped 72% of companies develop loyal fans; 71% gained marketplace intelligence by listening to social media.

Is it time for your business to ramp up social media efforts? Is it time to start a blog? Let’s talk. I can help you set up an efficient social media plan that practically runs itself. Contact me: jeaniedavis1@gmail.com or call 404-457-3963. Would love to hear from you!

Source: 2014 Social Media Marketing Industry Report, published by SocialMedia Examiner.