GreyMatters 2016


Social Marketing Developments for 2017

social-marketingCan you believe we’re halfway through 2016 already? So far this year, Snapchat has become a marketing force, 60-second video ads are now available on Instagram and social media giant Facebook has grown to 1.65 billion users. Even though we’re still working on our 2016 marketing strategy, it’s kind of fun to take a minute to think about what’s coming up for 2017.

  • Live video from Facebook. While live video platforms have been around for a while now (think Meerkat and Periscope), Facebook has joined the party with Facebook Live, with the intention of becoming the premier live-streaming platform. Brands are starting to experiment with Facebook Live, and the platform is expected to surge during the Summer Olympics next month.
  • Instagram changes. Following Facebook’s lead, Instagram recently changed its algorithm to show content in order of a user’s interests rather than in chronological order. Add this feature to the new Instagram video ads, and you’ll see plenty of opportunities for brands to focus on the platform.
  • More demand for ROI. Social media is growing up. It’s no longer acceptable to the C-suite to see simple metrics like engagement and number of impressions. Marketers need to show how social impacts the bottom line.
  • Instagram ads gaining on Facebook and Twitter. Although Facebook and Twitter hold commanding leads in the amount of social ad spending (85% and 66%, respectively, in 2015), the amount spent on Instagram ads is increasing, and is expected to overtake Twitter ad spending by 2017.
  • The rise of messaging apps. WhatsApp and Messenger are huge—and growing. And marketers are following the crowd. As many users move away from the large social networks to messaging platforms, marketers will follow. The innovations that emerge should be interesting.

Emerging Mobile Marketing Trends

mobileMobile has pretty much moved past being a novel development in marketing strategy. Mobile is here to stay, because people love their Smartphones. Almost three-quarters of people always have their phones with them. Organizations that have not yet embraced a mobile strategy are going to lose out to their competition. At a couple of recent conferences, some emerging mobile strategies were discussed.

  • Location, location, location. The use of geo and proximity data will greatly aid in understanding customers. This data can help with better understanding of conversion and attribution, as well as informing means to better respond to mobile customer needs.
  • The rise of messaging apps. WhatsApp and Messenger are increasingly popular, being used for chat, watching content, connecting with brands and shopping/purchasing. WhatsApp is in use in 109 countries across the globe. Opportunities with messaging apps are plentiful due to:
    • Number of users. When combined, the top four messaging apps have more users than the top four social media platforms.
    • A growing audience. Users of messaging apps are addicted to chat. As these apps improve and develop more functionality, app use will continue to grow.
    • Important demographics. The primary audience for messaging apps is young people who are more likely to use these apps as their primary means of communication.
    • Reaching millennials. At a conference earlier this year, it was revealed that texting is as much as 40 times more effective at reaching millennials than email.
  • Bots and AI going mainstream. The popularity of messaging apps is leading to ways to extend texting services, such as with bots, AI and natural language processing. Bots can enable organizations to ensure more efficient service that is faster, leading to savings of both time and money.
  • Robotics. Siri and Amazon’s Echo and Alexa are paving the way for using voice technologies to automate certain tasks.

Is your organization looking at more advanced mobile technologies and strategies?

Top Social Media Platforms, Content Types for 2016

facebook-keyA recent survey by Social Media Examiner found that the most used social network for marketing by businesses is Facebook, and two-thirds of those businesses plan to increase their use of Facebook for marketing in 2016. Almost 5,100 marketers responded to the survey – two-thirds were B2C marketers, with the remaining one-third B2B marketers.

Additional survey findings include:

  • Almost all B2C respondents (96%) use Facebook for marketing, while 88% of B2B respondents use the platform.
  • After Facebook, B2C marketers prefer YouTube, Instagram and Pinterest, while B2B marketers prefer LinkedIn Twitter, Google+ and SlideShare.
  • Facebook is considered the most important social media platform by 66% of B2C marketers, while 40% of B2B marketers say LinkedIn is most important.
  • Among all respondents, Facebook is the most used paid media channel (used by 87%), with Google ads (39%) and Twitter ads (18%) the next most used.
  • Among all respondents, graphics/images are the most used content type on social media (used by 74%), with blog posts the next most used content type (68%).
  • The most important type of shared content on social media is blog posts, according to 38% of respondents.

The two most important content types for marketers are blogging and visual content, with blogging slightly leading visual (38% to 37%).

Common Traits of Best Content Marketers

dnaMost marketers understand the importance of content marketing these days. However, many are still feeling their way through developing and implementing a content strategy. Among the marketers who do content best, there are some commonalities that may help others to improve their content strategy.

In its 2016 Content Marketing Staffing & Tactics Barometer report, Curata found some common traits among top performing content marketers:

  • A dedicated center of excellence team for content marketing
  • A content strategy, including a content supply chain, that utilizes creation
  • A mix of created (65%), curated (25%) and syndicated (10%) content that is appropriate to their audience and budget
  • Effective audience reach via content marketing technologies

The Curata report, which was derived from a poll of over 1,000 marketers about content marketing practices, identified 29% of the respondents as top-performing content marketers. The respondents also indicated that content marketing has had its greatest impact on the top of the marketing funnel – 74% of respondents claimed content marketing has resulted in increased lead quality and quantity.

Additional findings from the study include:

  • 67% of respondents create content in-house
  • 18% outsource content creation
  • 9% utilize curated content

How well is your organization doing with content marketing?

Make Your Plans To Attend HCIC - You Don't Want To Be Left Out!

20th-HCICRegistration opened on June 1 for the 20th Annual Healthcare Internet Conference to be held November 7-9, 2016 at The Cosmopolitan in Las Vegas. This year’s conference promises to be very special as we celebrate our 20th anniversary!

Since registration opened last month, we have already had a great response. If you’re planning to attend, be sure to register for the conference and book a hotel room soon, as the early-bird conference registration fee ends on September 9th and the discounted group rate for the hotel ends on October 14th.

The full list of speakers and events is now available online and the brochure should be hitting your desks this month. Check the HCIC Website frequently as additional details will be available over the next few weeks.

We look forward to seeing you in Las Vegas!

Planning to Exhibit or Sponsor at HCIC? Time is Running Out!

If you are planning to be an exhibitor and/or sponsor at this year’s Healthcare Internet Conference but have not yet signed up, you may miss your opportunity if you don’t sign up soon.

Only a few sponsorships are left, and over 75% of the available Exhibit Hall booths have been sold. If you want to promote your cutting-edge Web, digital and Internet products, solutions and services to an engaged audience, the time to act is now.

View the Exhibitor/Sponsor Prospectus and sign up soon. You don’t want to miss out!

Arrive Early to Attend: Let’s Talk Engagement and the Pre-Conference Workshops

Now that registration has opened for the 20th Annual Healthcare Internet Conference, you’ll want to be sure to sign up for the additional available events!

lets-talk-logoLet's Talk Engagement

If you are a client of Greystone.Net and/or Healthgrades, plan to arrive in Las Vegas a day early to participate in our exclusive Let’s Talk Engagement Client Event. Join us on Sunday afternoon, Nov. 6th, for Let’s Talk Engagement - an afternoon and evening event featuring speakers from both inside and outside the industry, sharing knowledge and experiences on how to improve the consumer engagement in healthcare by integrating digital strategy with CMS and CRM. 

If you’d like to attend Let’s Talk Engagement, be sure to indicate that you are attending when you register for HCIC. There’s no added cost if you are attending HCIC. The event starts at 4PM Sunday and will conclude with an evening of fun, cocktails, appetizers and good conversation. Make plans to be there - you won’t want to miss it.

Pre-Conference Workshops

Prior to the official kick-off of HCIC on Monday, November 7th, you will have your choice of four Pre-Conference Workshops, beginning at 9:00 AM. The workshops are:

  • Mapping the Journey from MarCom to MarTech
  • Difficult Roads Often Lead to Beautiful Destinations: Navigating a Successful Intranet Journey
  • Break the Record: How to Activate and Engage Your Community via Patient Portals
  • How to Build a Successful Content Strategy

The fee to attend one of the Pre-Conference Workshops is $95 if you register by September 9, and $125 afterwards. Indicate which pre-conference session you'd like to attend when you register for HCIC.

July 31 Last Day to Submit Nominees for the 2016 Class of the Healthcare Internet Hall of Fame

hihofNominations for the 2016 Class of Inductees into the Healthcare Internet Hall of Fame are now open and will be accepted through July 31, 2016. Potential candidates are exceptional individuals and organizations whose work and accomplishments have brought innovation and honor to the healthcare Internet industry. If you know of an outstanding individual or organization whom you think deserves to be nominated, view the candidate criteria at

You can find additional details regarding the nomination form, the panel of judges and more at

Backstage Pass Season 2 Begins: 2 New Web Clinics Offered in July

Backstage PassSeason 2 of the 2016 Backstage Pass Web Clinic Series kicks off with two new sessions in July.

On Wednesday, July 13th, from 1:00-2:00 PM EDT, join us to hear Shawn Stavseth, Senior Director of Product Development, and Melissa Hohertz-Foat, Senior Healthcare Strategist, both from

Bluespire Marketing, as they present Transform Patient Journeys with Effective and Personalized Engagement. Shawn and Melissa will discuss how organizations across the country are assessing and improving patient engagement, while simultaneously making patient journeys more personalized and effective.

On Wednesday, July 27th, from 1:00-2:00 PM EDT, Taking Your Physician Profiles to the Next Level will be presented by Katy Bazylewicz, Vice President, Marketing at Cottage Health and Amanda Bury, Director of Enterprise Sales for Health & Wellness, SIM Partners. During this one-hour webinar on how to improve your physician directory to acquire more patients and service them effectively, you will learn how combining accurate location data, useful content, and an elegant design makes navigating a physician directory quick and easy. By making your physicians findable, you’ll become a more responsive and successful healthcare system.

Backstage Pass is a Webinar series that extends the education from the annual Healthcare Internet Conference (HCIC) by providing a monthly health check throughout the year for those who may have missed a topic of interest or who weren't able to attend HCIC at all. The Webinars are case studies from the top presenters at HCIC. The best part is you don’t have to leave the comfort of your office or home to attend. No luggage, no airplanes, no TSA, no hassle – it’s a win-win!

Visit the Backstage Pass registration page to sign up for these 2 Web Clinics or any of the remaining 2016 Clinics. If you register for all seven Season 2 sessions before July 13, you'll pay only $300 for all. After July 13, the price is $95/session.

CRM Workshop Slated for October

crmThe 2nd Annual CRM Workshop will be held in Chicago October 4-5, 2016. The initial CRM Workshop held last year was very successful, and that success is sure to be repeated this year!

This healthcare MarTech workshop, co-sponsored by Corrigan Partners and Greystone.Net, will be a deep dive and open dialogue on the challenges of selecting, implementing and optimizing a CRM solution for your health system.

The workshop will be held at the Catalyst Ranch in Chicago, and the hotel partner will be the Kimpton Monaco Hotel, located nearby.

Registration is now open. Receive a $100 discount off the registration fee if you register before August 19. Registration is limited to 30 participants, so be sure to register soon! You can also book your hotel room online or call the hotel directly at 1-800-KIMPTON. Be sure to request the group rate under the name CRM Workshop.

The workshop agenda and faculty will be announced shortly, so stay tuned to email and social media for more updates.

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