Carey Blankenship, Media Coordinator at Lenz Marketing, recently earned her master’s degree in Writing and Digital Communications at Agnes Scott. To celebrate her accomplishment, we asked her several questions to understand how this degree has impacted her and her work with Lenz.

What inspired you to pursue your master’s degree in Digital Writing and Communication?

Continued education has always been one of the biggest pillars of my life and career. I love learning, and I love going to school. In fact, I don’t think I’ll ever stop trying to improve my skills or pick up new hobbies.

As for why I decided to pursue this particular program, I received my bachelor’s degree in English and Creative Writing, so I didn’t take any marketing courses in my undergraduate education. Thanks to my work experience at Lenz I had a great understanding, but I wanted to study and research marketing further alongside some of the best and brightest in the Atlanta community.

What I loved most about Agnes Scott’s program was its blend of multiple aspects of marketing, from social media to SEO, with the creative, such as writing and video creation. I knew that diverse of a class schedule would help make me a well-rounded marketer.

With this new degree under your belt, which of these skills you’ve gained are you most excited to apply to your role at Lenz?

Taking courses in coding, website building, and digital storytelling have helped my overall understanding of marketing. What I learned in those classes have made my perspective and thinking on my day-to-day tasks more creative and successful.

In addition, I learned a lot about project and time management through my heavy workload for the past year. My experience with stress management during this degree will make me a more positive, confident, and creative employee, no matter what comes my way.

Did the program introduce to you any aspects of digital writing and communication that surprised you? If so, could you explain?

I loved learning communication theories and how those translate into marketing best practices. As I mentioned before, I didn’t have any formal education with communication and marketing prior to this master’s degree, so there was a lot for me to learn when it came to theories and the fundamentals of marketing in general. Through Agnes, I was able to take what I learned about theories and apply it to everyday life.

How do you expect the field of digital writing and communication to evolve over the next 10 years?

One of the most exciting and challenging aspects of working in marketing is that the core principles are constantly evolving and changing. That’s why continued education is so vital in this career. If you aren’t keeping up with the latest trends, your marketing techniques will be outdated and less successful.

As for the next 10 years, I expect voice marketing to make a bigger impact than it already is now. That means Alexa, Google Home, and other smart devices will be a minefield for marketers to explore and reach their consumers.

In addition, new technologies are continuing to develop, therefore the way we consume digital content continues to evolve. I expect even more technology to be released that will unlock new kinds of digital communication.

For those interested in learning more about digital writing and communication, and creating digital content in general, what tips and tricks would you like to pass along?

Explore all elements of marketing and digital content. There are so many niches available for you to pick and thrive in. I never knew about search engine optimization until I heard about it during some online Lynda courses, and now it’s my favorite part of my job.

Also have personal goals laid out for learning and developing your skills. Maybe you do an online free course once a month, or maybe you set a deadline to get back to school and get your master’s. It may seem impossible or overwhelming, but, if you make room for it in your calendar, you can make it happen.

If you would like to work directly with Carey and her blog writing or SEO skills, click here to contact Lenz today.

Lenz recently had the honor of partnering with Preferred Podiatry Group (PPG) to organize their 2019 PPG Healthcare Summit, assisting the practice with event planning, communications, and execution. The 2019 Summit took place June 21-22, 2019 in Chicago, Illinois and hosted more than 100 affiliated physicians and industry leaders from across the country.

Preferred Podiatry Group is the leading provider of on-site podiatry services. Their expertly trained physicians’ attention to quality and compliance, along with the company’s dedication to excellence and unique centralized support team, enables PPG to be readily available for patients. Their PPG Healthcare Summit seeks to bring together the affiliated physicians in the practice for continued learning and entertainment.

The Summit included exciting Chicago-exclusive activities, such as an architecture boat cruise down the Chicago River, in addition to educational lectures and panels given by PPG leaders and affiliated physicians. Outstanding members of PPG were also honored throughout the Summit weekend. Finally, to close out the successful and fun-filled event, the group enjoyed a baseball game at Wrigley Field.

See below for some of the PPG collateral Lenz designed along with images of the Summit weekend! If you need assistance in branding or event planning for your healthcare group, reach out to Lenz to learn about how we can best help you.

Lenz designed award

Lenz designed hat

Lenz planned event

Lenz planned dinner

Lenz planned game

Headshot of Mike Killeen

Vice President of Marketing and Lenz Partner Mike Killeen had the chance to speak to a crowd of ad agencies, vendors, and hospital marketers for the 2019 Hospital Marketing National Southeast Conference on June 5th, 2019. Mike discussed the ideas of healthcare marketing found in our blog, Eat Well, Exercise, and Don’t Smoke: Remembering the Basics of Healthcare Marketing.

If you’re interested in learning more about healthcare marketing, contact Lenz Marketing today for more information.

Crowd shot of 2019 Hospital Marketing National Southeast Conference

 

Several members of Team Lenz were invited to speak to a group of Kaiser Permanente brokers during a council meeting for the company. Accounts and Operations Director Christine Mahin spoke about website design and management, Media Coordinator Carey Blankenship discussed SEO best practices, and Media Coordinator Anna Laura McGranahan talked about branding via social media platforms.

Check out the photos from the event below. If you’re interested in learning more about how website management, SEO, and social media can help your business reach its goals, contact Lenz Marketing today for more information.

Lenz loves being able to work with industry-leading, well-respected clients across a variety of fields. See below for some awards and accolades achieved by some clients of ours. Congratulations to all of these groups!

Georgia College & State University’s Online MBA ranked nationally

The Online MBA Report ranked Georgia College & State University’s online MBA program as the #1 online MBA program in Georgia, 9th in the South, 22nd of public schools, and 27th in the nation! Lenz has enjoyed building campaigns promoting Georgia College’s online graduate business programs, and are excited to see the programs being recognized.

Georgia Urology Named Best Urology Blogger

Georgia Urology was ranked #9 as one of the internet’s Best Urology bloggers. They were recognized in a comprehensive list of best urology internet content that is ranked on criteria such as Google reputation and search ranking, social media influence, and quality and consistency of the postings. To learn more about Georgia Urology’s recognition, click here. Visit this page to check out the blogs that helped them earn this title.

Marietta Plastic Surgery wins “Best of Cobb” award from Cobb Life Magazine

This “Best of Cobb” competition is nomination-based and is run annually by Cobb Life Magazine, including a wide variety of categories, such as food, drink, events, etc. Marietta Plastic Surgery received the most nominations for the “Health, Beauty, & Wellness” category for Cobb’s best Cosmetic or Plastic Surgeon!

Interested in partnering with Lenz Marketing? Contact us today for more information on how we can elevate your brand.

Lenz’s talented Web Developer, Lizzi Skipper, had a blast giving the Saturn 5 Records website an updated design. The new site and design, which launched Friday, May 10, reflects Saturn 5 Record’s respect and appreciation for its artists and music.

Founder, President, and CEO of Lenz Marketing, Richard Lenz, is also the founder and president of the music enterprise. Saturn 5 Records is dedicated to the production, promotion, and preservation of music that matters. Saturn 5 Records promotes and supports true artists who painstakingly create their music.

Check out a screen grab of the new site below!

Lenz is, without a doubt, made up of talented and passionate individuals. One member of Team Lenz, Media Relations Manager Jon Waterhouse, recently combined his writing skills with his passion for “Star Wars” to partake in an exciting opportunity.

Jon partnered with Disney/LucasFilm and IDW to write a story for the comic book “Star Wars Adventures” titled “A Tauntaun Tail”. Set during the events of the film “Star Wars: Episode V – The Empire Strikes Back”, Jon’s story will appear in issue 22, which will release in late June. Once released, it will be available at comic retailers everywhere and online digitally at Comixology.com.

“It’s truly a dream come true to be playing in the ‘Star Wars’ sandbox as a creator,” Jon said. “The story takes place during a pivotal moment in ‘The Empire Strikes Back,’ which is one of my favorite ‘Star Wars’ films. So that makes this project even more special, not to mention surreal!”

The story will also have its own limited edition variant cover. “The artwork is being done by Tony Fleecs, an amazing veteran comic book illustrator, who shares my love for ‘Star Wars’,” Jon said. “It’s been an absolute joy collaborating with him and watching my story come to life in such a visually striking way.”

Take a peek at Cover B of the comic, which will feature Jon’s story!

© 2019 Lucasfilm Ltd. & ® or ™ where indicated. All Rights Reserved.

Christine Mahin (Accounts & Operations Director) and Rachel Cushing (Media Director) were guest lecturers for a graduate level healthcare marketing course at Emory’s Rollins School of Public Health. Both led a discussion on digital marketing and how it pertains to healthcare marketing.

Topics they touched upon included: Google Ads, email marketing, social media marketing, marketing ethics, staying HIPAA compliant, and more.

Interested in learning more about how digital marketing can help your business reach its goals? Contact Lenz Marketing today for more information.

Woman doctor speaking with patient success story.

One of #TeamLenz’s favorite things to do for our clients is to write patient success stories. We love showcasing the ability, empathy, and hard work of the excellent clinicians we get to call clients.

Check out a few of recent examples below!

If you would like Lenz to help tell your patients’ success stories, contact us here today or give us a ring at 404-373-2021.

Don’t Fall for Miracle Marketing Cures for Your Physician Practice

By Mike Killeen

Healthcare Marketing

We live in the era of the quick fix. The miracle cure. The hack.

Obsessed with our health — or at least with looking healthy — we try to transform our lives with fad diets, elaborate exercise contraptions, and exotic performance supplements. Infomercials, algorithmic ads, and YouTube stars all offer us health, happiness, and well-toned beauty in a colorful box for just three easy payments.

However, good doctors know that enduring health is not something you order online or complete in 30 days. And it’s not something for which you need an entrepreneurial inventor.

The same is true of marketing healthcare businesses. There are plenty of digital agencies and cloud-based disruptors who promise exponential business growth using nothing but the Silicon Valley solution that just happens to be their specialty or proprietary platform.

But enduring business growth, like health, is not something you achieve with a single, shiny, sexy solution.

—–

Good health is simple: eat well, exercise regularly, and get enough sleep. Don’t drink too much alcohol and don’t smoke.

Practice these good lifestyle choices over a lifetime, and better health will follow. Indeed, multiple studies have found that lifestyle choices account for more than half of our health and middle age morbidity.

Beyond the basics, modern medicine and advanced interventions can cure what a balanced diet cannot. But heal a patient who continues their poor lifestyle habits, and you can be sure they’ll be back soon with something else wrong.

Good marketing of your practice is simple, too. While digital gurus and self-appointed paradigm shifters can give you a quick hit of attention, those benefits won’t last unless they’re backed up by the basics.

If you want a healthier business with growth that endures, here are the simple but effective marketing habits you need to practice consistently over time.

1. Set clear marketing goals.

Should you advertise your practice on Facebook? Rent a billboard? Send postcards? Start a blog? Sponsor a community event? Redo your website? What about that online reputation management firm that sent you an email ad? Are they worth it?

The answer to each is another question: what’s the goal?

Always begin your marketing plan with a clear articulation of your goals. Make sure your goals are specific and measurable.

Do you want to grow your new patient referrals by 10 percent? Launch your new practice area? Bring in enough business over the first three years to cover the cost of the new imaging equipment you purchased? Merge with another practice and both come out ahead?

Once you know your goals, develop an overall strategy for achieving them. Finally, choose the most effective tactics to implement your strategy.

Follow this process, and it will become clear whether radio ads, pay-per-click banners, a video, sponsored social media, print advertising, email marketing, or all of the above will serve you best. Your strategies will tell you which tactics to choose. Your goals will determine your strategies.

Goals, strategy, tactics, execution: in that order, every time.

2. Know your audience.

Here’s the thing about marketing your practice: most of the people don’t matter, and you shouldn’t waste your time and money on marketing as though they do. Who are your potential patients or clients? These are the only people who matter, and you need to know them well.

With some interesting exceptions, most medicine remains a locally practiced profession, which means you only need to reach people within a reasonable radius of your practice. What is that radius? It probably depends on the nature of your practice. Will people drive 50 miles to get to you? 15 miles? Will they board a plane and fly to you? Or are you providing lab and analysis services that aren’t constrained by geography?

What is the age range of your potential patients? If you specialize in hip replacements, you probably don’t need to market to Millennials yet. If you’re a pediatrician, your primary audience is parents with children. Sports medicine? Your audience’s age range is broad, but you need to target people with active lifestyles. Or are your clients other doctors, and how old are they?

What else can you know about your potential patients or clients? What are their income and education levels? Their preferred means of seeking information and advice? Do they even use social media, and if so, which platforms? What are they looking for from their healthcare providers? What does a good life look like to them?

Ask yourself these questions and many more. Learn all you can about your audience. Write up a persona that describes them with as much detail as possible. Revise it regularly as you learn more, or as demographics change. (Many Millennials are now parents raising children. Generation Xers may start needing hip replacements in a decade or so).

Knowing your audience well brings a laser focus to your marketing decisions. It keeps you from getting distracted trying to reach all those people who don’t benefit from your services. Develop your strategy and choose your tactics based on what will reach your unique audience. If the rest of the world doesn’t care, doesn’t like it, or doesn’t notice… well, that just doesn’t matter.

3. Build and maintain your brand and position.

Who are you, and what do you uniquely offer to your potential patients or clients? And how will people learn this about you?

Branding and positioning are fundamental to all effective marketing. They arise out of your goals: what kind of practice do you want to be? And they should speak to your audience: who are the potential patients of the kind of practice you want to be? If you want to attract those patients, you must have and follow a plan that will establish in their minds your unique identity.

In the marketing world, we have understood this for a very long time—branding creates a preference before there is a need—but many healthcare providers still don’t brand and position themselves well or consistently. Yet no marketing plan can have sustainable success without a well-developed brand and a well-articulated position.

While true in all marketing, this is especially true for healthcare. In a heartbeat, your potential patients may go from complete disinterest in doctors to making a life-altering decision. Which practice will they choose? The one that has already branded and positioned itself most effectively in that practice area… long before the patient ever thought to pay attention or care.

Consider someone who has just received their first cancer diagnosis. Where will they go for cancer treatment? They have probably not paid much attention to information about cancer treatment specialists, but suddenly this is the most important information in the world. They wonder, “Where’s the best place to get treatment for my cancer?” And they probably have an instant answer in the very moment that they learn of the need. It’s the practice that has, long before this moment, most effectively marketed its brand and position as the leader in cancer care.

Whatever your practice area, you want to be the instant favorite when a potential patient first learns they need the care you provide. You do that through marketing your brand and position consistently.

A lot goes into this. You need a quality logo and a visual identity that you use consistently across all communications and in your physical space. You need a story to tell and an articulation of your unique value. You need to tell that story to your audience and show that value regularly. You need to demonstrate why you’re different and better than your competition.

Branding doesn’t come with the same fast feedback loop you may get with a pay-per-click campaign. But over time, just like exercise, healthy diet, and good sleep, the benefits are profound and lasting.

Bonus: Don’t forget about the product.

For all that marketing can do to help you grow your practice, the single most effective way to bring in new patients or clients is word-of-mouth marketing. Good reviews from happy patients and enthusiastic referrals from other healthcare professionals do more than any email marketing campaign ever could.

So, here’s the best thing you can do to build a healthy practice: keep doing what you’ve always done. Be the good doctor you have always been. Treat your patients as well as you always have. Give them good care. Cure them when you can. Help them manage what can’t be cured. Ease their suffering. Keep learning. Try to do a little better every day. Do what you entered this field to do and have done every day of your career: help people live healthier, happier lives.

The best marketing campaigns — in healthcare or anywhere else — have this in common: a genuinely inspiring story to tell. Keep making your life’s work an inspiration, and use these simple marketing principles to share that inspiration with your audience. A healthy practice is sure to follow.