The COVID-19 pandemic poses existential threats to the survival of some healthcare practices. It has upended the growth plans of many. And some are now asking how they can continue to grow — even thrive — while continuing to give their patients the best possible care during and after this difficult time. That’s why we’re pleased to announce a new Lenz Webinar, Positioning Your Practice for Growth in a Pandemic.
In this free webinar, presented by Lenz Marketing, we’ll discuss:
How to leverage and strengthen your brand in the midst of this crisis, defining yourself rather than letting events define you.
How to attract new patients and grow your practice during the pandemic.
How to reposition your brand for growth and resilience in the post-COVID world.
This webinar will be a discussion about thriving, not just surviving. We’ll examine the opportunities offered by this momentous time and discuss how you can leverage them for growth. We are all in a collective health and economic crisis. Whatever you do, don’t waste it.
About the Presenters:
About Mike Killeen
Mike is a partner at Lenz and directs client marketing for its healthcare clients. He teaches healthcare marketing to graduate students at Emory University’s Rollins School of Public Health.
About Tom Bell
Tom is a marketing strategist, thought leadership consultant, and brand storyteller with a particular interest and expertise in technology, healthcare, and the arts. He is the co-founder of the content marketing consulting firm, Chronicle.
https://www.lenzmarketing.com/wp-content/uploads/2020/11/Lenz-Presents-Free-Webinar-Positioning-Your-Practice-for-Growth-in-a-Pandemic-blog-photo.jpg6501280Lenzhttps://www.lenzmarketing.com/wp-content/uploads/2017/05/logo-1.pngLenz2020-11-04 18:26:242020-11-13 18:11:54Lenz Presents Free Webinar: Positioning Your Practice for Growth in a Pandemic
As predicted by many medical experts at the beginning of the pandemic, patients across the country are delaying many standard medical appointments out of fear of COVID-19. This phenomenon, also known as “medical distancing,” has serious consequences. Those include delayed diagnosis and treatment of cancers, which are expected to cause thousands of additional deaths in the next decade. Lenz client Georgia Urology, one of the top providers for urologic cancer diagnosis and treatment in Atlanta and the Southeast, decided to take this issue head-on.
GU reached for Lenz to help develop a local extension of the national “Stop Medical Distancing” campaign. The promotional plan included a visual identity, long-form editorial, email distributions to thousands of patients, and social media promotions. Additionally, Lenz armed the practice with the tools needed to spread the word not just through Georgia Urology’s digital networks, but through those of its employees as well.
Find additional elements of the “Stop Medical Distancing” campaign below!
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Lenz is extremely proud to work with many award-winning medical facilities and doctors. Recently, many of our clients were listed in the 2020 Atlanta Magazine Top Doctors list.
In recognition of these incredible distinctions, our team crafted press releases, developed social media promotions, and designed ads for many of these clients. Keep scrolling to see a few examples of this work!
https://www.lenzmarketing.com/wp-content/uploads/2020/09/top-docs-2020-lenz-blog-photo.jpg6271200Lenzhttps://www.lenzmarketing.com/wp-content/uploads/2017/05/logo-1.pngLenz2020-09-01 17:52:362020-09-01 18:12:33Lenz is Proud to Partner with Atlanta’s Top Docs
Lenz has partnered with SouthCoast Health, a Savannah-based healthcare provider with 120 healthcare professionals encompassing more than 20 specialties and services, for more than five years. As the COVID-19 crisis swept across the United States, SouthCoast Health recognized it was a crucial time to solidify their telemedicine offerings to ensure community members could safely access the medical care they needed. The practice reached to Lenz for help in developing messaging, promotional assets, and marketing strategy for pushing out this service offering.
Our plan included a comprehensive suite of digital assets that would get the word out to existing and new patients.
https://www.lenzmarketing.com/wp-content/uploads/2020/07/southcoast-health-now-offering-pediatric-virtual-visits-2.jpg6271200Lenzhttps://www.lenzmarketing.com/wp-content/uploads/2017/05/logo-1.pngLenz2020-07-31 20:23:032020-08-25 17:11:10SouthCoast Health Launches Virtual Visits with Assistance from Lenz
5: Cumberland Caverns Live: A live music venue — called the Volcano Room — located 333 feet below ground at a national natural landmark cave in McMinnville, TN.
7: Montgomery Eye: An affiliate of Eye South Partners, this is a complete staff of ophthalmologists, optometrists and trained technical support located in Montgomery, Alabama.
Lenz On Business Brings in Star after Star
Throughout 2019, “Lenz on Business,” the Lenz-owned and produced weekly business talk show on 95.5 FM WSB, featured intimate conversations with an array of business leaders, including John Schuerholz of the Atlanta Braves, Alan Stukalsky with Randstad North America; Catherine Hernandez-Blades with Aflac; Derrick Johnson with UPS; and Pat Warner with Waffle House.
Lenz Takes on the Windy City alongside Preferred Podiatry Group
Lenz 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.
The Summit included exciting Chicago-themed activities, such as an architecture boat cruise down the Chicago River and a Cubs game at Wrigley Field–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.
Tampa Aesthetic & Plastic Surgery Gets a Rebrand
Lenz developed a new logo and visual identity for Tampa Aesthetic & Plastic Surgery, balancing the practice brand with the personal brand of its lead physician, Dr. Joseph Brown.
Georgia Urology’s Website Redesign and Video Creation
As the stewards of Georgia Urology’s brand, Lenz endeavored to refresh some of the practice’s key assets, including their WSB-TV commercial, recruitment tools.
With the generous help of many Georgia Urology physicians, we updated their television spot–featuring their incredible team, adding a really personal touch from the providers:
Then, after hundreds of hours of work, the team updated the Georgia Urology website: the practice’s digital front door. Along with a newer, cleaner look, the site implemented user-friendly navigation. The optimized design and structure yielded results: increasing online appointment requests by 23% in its first few months live.
Georgia Urology is the largest urology practice in the southeast, and they’re always growing and looking for new, talented providers. To aid in their pursuit of dedicated team members, the Lenz team–with CFF Media–created a powerful recruiting tool to inspire the next generation of Georgia Urology team members.
Atlanta Science Festival Spreads a Love for Science
For four years, Lenz has worked with the phenomenal Atlanta Science Festival (ASF) team. This annual two-week Festival celebrates local science and technology every March, featuring more than 100 events throughout metro Atlanta and reaching 50,000 children and adults annually. Lenz helps ASF with a wide variety of marketing services, including social media, digital content development, website and graphic design, public relations, and advertising. We continued this integrated partnership in 2019, producing updated visuals and strategies for ASF’s owned, earned, and paid media efforts.
2018 Poster:
2019 Visual Update:
Our 2019 efforts produced 81,177,807 advertising impressions, 234 media hits, and 16,547 social media engagements. Additionally, the 2019 festival saw increased attendance numbers across the board — 55,000 total festival attendees (up from 53,000 in 2018) and 29,000 Exploration Expo attendees (up from 25,000 in 2018).
In addition to this ongoing festival work, the Lenz team helped the Atlanta Science Festival develop and solidify its parent identity, Science ATL, which works to bring people together through the wonder of science year-round.
What steps does it take to showcase a brand through video? Lenz knows how, and we were thrilled to create such a video for SouthCoast Health, a healthcare organizations with over 120 healthcare professionals encompassing more than 20 specialties and services.
To start, Lenz developed a script and storyboard for the video before procuring the vendor for the video. We also served as the intermediary between the client and the production team for the film schedule, production, set, and talent needs. Following, we helped to oversee the rounds of edits and feedback on the rough cuts of the footage drafted.
Check out the final video below!
The Team Helps Celebrate the Arrival of Spring with the Brookhaven Cherry Blossom Festival
What do you get when you mix incredible live entertainment, a whimsical artist market featuring 100 regional artisans, a Kidz Zone loaded with fun, the popular “Pet World,” a Classic Car Show, a delicious food court and a Peachtree Road Race qualifier to kick the whole thing off – all set in a beautiful park? The Brookhaven Cherry Blossom Festival, which ushers in the springtime on March 30 and 31 from 10 am to 6 pm Blackburn Park, a true landmark of the hopping City of Brookhaven – just 15 minutes north of downtown Atlanta!
Lenz Marketing was proud to work with Brookhaven Cherry Blossom Festival to promote their weekend-long event, and we had a blast while doing it. Check out some of our favorite social posts from 2019 here:
SEO Analysis and Consultation for Wrench Group
The Wrench Group, LLC is a national leader in home maintenance, repair and replacement services specializing in heating, ventilation, air conditioning, plumbing, and electrical services. In 2019, they approached Lenz and asked for our expert team to study some of their biggest affiliated companies’ blog traffic in order to implement a successful SEO strategy that would allow their website content to flourish. As SEO enthusiasts, Lenz was excited to tackle the task, and help Wrench Group optimize its online presence.
Organizing and Orchestrating an EyeSouth Partners Retreat
Lenz spent six months planning and producing a three-day continuing education retreat for EyeSouth Partners affiliated doctors and their families. Held at the luxurious Boca Raton Resort from January 11-13, 2019, the weekend consisted of educational lectures, group beach activities, and bountiful amounts of food and fun.
EyeSouth Partners branded doctor’s pin
T-shirt design for beach activity
Group photo of EyeSouth Partners affiliated doctors
Lenz Extends Marketing and Social Media Reach for Cumberland Caverns Live
Cumberland Caverns Live, a recent addition to the Southeast music scene, tapped Lenz to develop its marketing and social media brand, following its inaugural season in 2018. Artists like the Allman Betts Band, John Stuckley Trio, Deer Tick, and Devotchka have played memorable shows 333 feet below ground. Those performances were inside the visually striking and sonically rich World Famous Volcano Room at Cumberland Caverns in McMinnville, Tennessee.
To help raise CCL’s visibility and grow its audience for 2019, Lenz deployed an efficient marketing strategy including content creation, paid social, and targeted radio, digital, and print advertising. Lenz created new visual assets leveraging CCL’s striking performance imagery and band photography. Our team upgraded CCL’s social media channels, such as Facebook, Twitter, and Instagram, with consistent content cadence and high quality visual imagery. We also forged advertising partnerships with music and specialty publications in nearby markets like Nashville and Chattanooga such as Lightning 100 and Nashville Scene.
2019’s season was Cumberland Caverns Live’s best yet. While the live entertainment industry regroups from COVID-19 this year, we are working to make 2021 even better for our client.
Doubling Campaign Numbers with Emory
2019 marked the third year of our successful integrated marketing campaign for Emory Law’s Juris Master degree. The campaign leveraged traditional media (radio, print, PR), with targeted digital tools such as Google Ads, remarketing, and Facebook with customized messaging according to geography and concentration.
And in 2019, our partners within the law school charged Lenz with taking the campaign to the next level: they asked us to generate 50% more inquiries from prospective students compared to the previous year. To do this, Lenz amplified its digital strategy and took the campaign national: targeting geographies like Washington D.C., Austin, TX, Orlando, FL, Raleigh-Durham, NC, Virginia, and beyond. Coupled with strategic print, radio, and streaming campaigns, the campaign delivered: by the end, it had yielded almost 60% more inquiries than the previous year–more than 500 conversions in fewer than twenty weeks.
Plus, the campaign got a face-lift, embracing all new images and graphics, now unique to the degree.
Helping Marietta Plastic Surgery expand its reach via Pinterest
Lenz helped Marietta Plastic Surgery extend their reach to Pinterest this year. In addition to being a successful marketing tool, Pinterest also functions as a search platform, which helps prospective patients find relevant resources and updates in real-time. Marietta Plastic Surgery’s Pinterest is already off to a strong start with a curated mix of promotional practice materials and relatable lifestyle content boards. To see examples of those, click here for the Marietta Plastic Surgery “Meet Our Doctors board and the quotes board.
If you are looking to elevate your marketing, Lenz is here to help. Click here to reach out to us or give us a call at 404-373-2021.
As many of Lenz’s clients contended with the onset of COVID-19, our team strategized communication plans for practices to educate and update their patient bases. Through these content strategies, we helped explain shifting procedures, safety precautions, new telemedicine operations, and reopening plans.
Georgia Urology—the largest urology practice in the southeast, with 50 physicians and more than 30 locations—faced the challenge of keeping their large patient base up to date on near-constant changes to their operation. Lenz stepped in and worked with the internal marketing team to disseminate information through a wide array of digital channels, helping the practice remain a trusted source of information for its patients.
Due in part to Georgia Urology and Lenz’s collaboration, the practice saw several record months of online engagement:
Seven e-blasts/e-newsletters with the best performing metrics ever with 3,678 clicks and 45,500+ opens. The sendouts drove +99% more traffic to the site and +670% higher appointment requests than an average day
10+ design projects
18 blogs and new posts published March-May, receiving more than 7k pageviews
10+ web projects including a new telemedicine hub, video library, updated content, and optimizations to the site
An initiative of activating Georgia Urology physicians to make and publish YouTube videos for patients
March 31 and April 30, 2020 were two of the three best-performing days in the website’s history in terms of traffic coming to the site
Online appointment requests saw unprecedented numbers with 1,414% higher-than-average submissions in Q1 and 2,578% more in April.
PR efforts garnered 121 media hits in the first quarter of 2020, with a focus on the practice’s adoption of telemedicine
To this day, our team at Lenz is regularly asked: Do patients really choose their doctors and care team online? The answer, of course, is a resounding yes.
Lenz Marketing, Atlanta’s lead healthcare marketing agency, has always known the benefits and importance of digital marketing for medical organizations. For years, we’ve worked with our clients to generate successful campaigns that allow prospective patients to find them online at the right time, and with the right message.
Here are some important statistics that illustrate how healthcare decisions are being made online.
5% of all Google searches are health-related.
About 57% of baby boomers have searched for healthcare and wellness information in the past few years.
43% of millennials are likely to find new health care practices to start visiting regularly in the next few years.
Search drives 3x more visitors to hospital sites compared to non-search.
83% of patients say they visited a hospital’s website before they ever made an appointment.
However, 61% of patients often compare at least two different hospitals before picking their location.
“Near-me” searches related to health-care have doubled since 2015.
88% of those looking for health information start with search engines, such as Google or Bing.
48% of patients spent two weeks researching before booking an appointment.
84% patients trust online reviews as much as recommendations from people they know.
These percentages represent the number of people who googled information before scheduling an appointment with a particular type of healthcare professional:
67% clinics.
69% hospitals.
71% dentists.
71% physicians and surgery.
74% optometrists.
84% physical therapists.
When patients come across a paid search ad, they:
conduct searches for more information: 26%.
begin the research process: 38%.
visit the website of the treatment center that was advertised: 39%.
consider a treatment center that was advertised: 36%.
All this to say, the internet will continue to be an invaluable space for healthcare organizations to reach new and existing patients. Is your practice prepared? If you’re unsure, we’d love to have conversations about how Team Lenz can help.
Lenz recently hosted “Marketing Telehealth in the time of COVID-19,” a webinar designed to help healthcare providers navigate the opportunities and challenges they are facing during the pandemic.
The webinar was presented by Vice President of Marketing Mike Killeen and Marketing Specialist Tom Bell.
Over 70 participants tuned in for a discussion concerning how hospitals, physician practices, healthcare leaders, and clinicians can make the most of telehealth to care for their patients during this crisis while positioning their practices for growth when the crisis has passed. Killeen and Bell also examined how best practices for branding, marketing, and communications can be applied to telehealth for better results.
Topics included:
Major telehealth trends and how they impact our audiences.
What practices are doing now to adopt telehealth during the crisis.
How loosening regulations have impacted healthcare business.
Best practices for branding telehealth experience.
How to successfully market telehealth services – and grow practices.
Tips to improve video presentations when connecting with patients.
Opportunities to plan for after the crisis subsides.
Among those who attended were:
Hospital and practice administrators/leadership
Physicians
Chief Marketing officers
Healthcare consultants
Media
Didn’t get a chance to tune into the webinar live? You can view the full discussion here.
If you have any further questions about marketing telemedicine, the experts at Lenz Marketing would love to help. Click here to reach out to us today!
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For the past eight years, Lenz has designed annual calendars for Georgia Retina, one of the largest retina-only medical practices in the southeastern United States. From design, production, to mailing, Lenz has a hand in ensuring all of these B2B marketing elements are completed in an efficient manner.
Check out some design examples from the calendar below, and also see photos of the team working to ship these calendars to every OD, MD, and referring practice that Georgia Retina is associated with.
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We get this question a lot, and our answer is that you should market healthcare much like you market anything—by telling stories that change or reinforce your audience’s behavior.
Sure, that’s easier said than done. But, remember, patients aren’t just patients. They are fathers, mothers, sons, and daughters—in other words, the same people who buy Coca Cola and vote in elections.
For many years, Lenz has practiced the philosophy that healthcare decisions are made much like other buying decisions, and that the best marketing practices should be directed towards prospective patients.
Our clients appeared on billboards, TV ads, and social media networks long before their competitors—because patients (and even doctors) consume and are influenced by media too!
Hopefully, this perspective has positioned us and our clients especially well for the increased consumerism in healthcare that we know today.
So, marketing healthcare is a lot like marketing other products. Some key points related to our philosophy include:
Lead with the goal, then develop the strategy; only then consider tactics and execution.
Invest in market research; do not assume that what you think you know is correct.
Marketing works best when it is fully integrated; each marketing channel and program should be strategically oriented and complement the others.
Tell stories.
Track, measure, report, and analyze results against the stated goals and objectives.
Remember, patients are consumers. They have the information and access they need to make healthcare choices. Your marketing strategy should reflect their individualized needs, wants, and preferences.
If you want to work with Lenz, please let us know. We’ve got a great team that is eager to help quality healthcare businesses reach their goals.
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