You have just opened your own clinic. You have it in the right location, close to your target audience. You have the equipment and the right staff. You will surely feel confident that it will succeed because you have many years of experience as a medical professional. However, you will still need a marketing plan. Even the biggest and the best hospitals and clinics require marketing.

There can be so many approaches. You can advertise in the local newspapers, medical directories, and journals. Don’t ignore digital marketing, especially social media, because this is giving better returns in many ways in recent times. Social media marketing can be very important for the success of your clinic. Here are some key business and marketing tips that can show you how to use Instagram to make it work.

What Kinds of Instagram Influencers Are There?

Influencer marketing is very effective. In 2020 alone, it has grown by an impressive 57%. This is why it is critical that you work with the right influencers.

Instagram influencers can be divided into two groups:

1. By the number of followers
2. By content type

• Those having more than 200,000 followers are Macro influencers.
• 25,000 to 200,000 followers are Power influencers.
• Those with less than 25,000 followers are Micro influencers.

Macro or mega influencers are usually the celebrities. These people are very much active and highly visible on social media. They also generate a lot of engagement. The Power influencers are just a little behind. Many of them are well-known professionals, thought leaders, and television personalities. Micro or nano influencers offer a narrower reach, but the engagement is often high.

Consider the content type when you want to appeal to a niche audience. For example, you may want to leverage credible Instagram profiles to reach out to photographers, chefs, models, gamers, etc.

How much should you spend on an influencer? There is no specific rule about this. But the generally accepted formula is 100$ for 10,000 followers. So, if your influencer has 100,000 Instagram followers, you may have to make a payment of 1000$.

How to Find the Right Instagram Influencers for Your Brand?

There are two reasons why the number of followers is important.

1. You can calculate the fee for sharing content about your clinic.
2. You can also calculate the avg. engagement rate for the posts.

When you work with influencers on Instagram, you are depending on their ability to say a good word about your business, which will reach a large section of the population because they have many followers. But you also want good engagement because this is where influencer marketing will give you the edge over traditional marketing. This engagement will come when they comment on the post, like it, and visit your profile.

Here’s a way of calculating the engagement rate:

• Add all forms of engagement on the post – likes, comments, shares.
• Divide the total/by the total number of followers
• Multiply by 100

On average, the engagement rate in 2% for each post. If it is anything lower, then you are not working with the right influencer. Find a new person for your social media business marketing.

Influencer Metrics

The number of followers should be the main consideration while selecting an influencer. It is generally believed that the influencers who can give you the best results are those with the maximum number of followers. However, this is not always right.

Let us take an example to understand this better. Let us assume that you run a clinic for Botox treatments. You find two influencers – 

1. Someone with more than 50k followers. Most of the Instagram followers are teenagers.
2. An influencer who only has 15k followers but 80% of them are in their 30s or 40s and most of them are females.

If you just look at the number of followers, then you will end up targeting the wrong market segment. When you select the right influencer (the second option), your overall reach may be less, but you will still reach out to the right market. So, when selecting the influencer, you should focus on more than just the numbers.

Figure out the Relevance with the Influencer’s Niche

Best, try to find influencers who have some relevance with your industry. It is going to be very beneficial for you if you can find such people. For example, if you are offering Botox treatments in your clinic, try to find Instagram influencers who have already opened up about getting Botox treatment. Luckily, you will find many of them like Cindy Crawford, Gwyneth Paltrow, Kim Kardashian, Nicki Minaj, Britney Spears, Nicole Kidman, Vanessa Williams, and Brooke Shields.

They would all be right influencers for your clinic. Try to find out whether any of these celebs or others like them are looking to collaborate. They won’t have to go overboard selling your business. All they need to do is just say that Botox treatment is very effective and safe. One simple statement can go miles in giving your customers the confidence they need.

You can also approach local beauty influencers, those who are active on Instagram and have a decent number of followers.

While selecting the influencer, always narrow down the specific category. For example, those who have opted for the Botox treatment will always give you better results than just random beauty influencers.

Analyze the Influencer’s Previous Marketing Campaigns

There are two more considerations:

1. Analyze the influencer’s previous marketing campaigns.
2. Make sure that you avoid the Influencers that are walking advertisements. There has to be credibility. Otherwise, the message is going to be lost. It simply won’t be effective.

Never analyze just a single campaign. Always check several marketing campaigns and collaborations of an influencer. Avoid people who have endorsed or promoted the business of your competitors. You can be in trouble if you don’t look at these details. If your followers find this out, then you and your brand won’t appear authentic.

Also, avoid the influencers who would recommend brands too often. You will find influencers who promote several brands in a month. Their profiles have already become oversaturated. The audience is sure to get confused about what to follow. They won’t buy.

Also, remember, when you collaborate with an influencer, you are essentially tapping into the person’s reputation. So a bad reputation is also going to rub off on you.

Choose the right influencer for your brand to reap the full advantage of influencer marketing. Look at the numbers but also give audience engagement and other key factors the importance they deserve.

For a long time, I have been engaged in search engine optimization of websites, which in turn helps websites to rise in search engine results. Such actions should contribute to the growth of business in general by increasing the organic users on the site, but unfortunately in practice, this is not always the case and business may not grow, or even work at a loss.

I know cases when unscrupulous SEO companies simply deceive their clients, for example, they promise a guarantee of getting into the top keywords, promise to increase traffic by N percent, I have also met cases of guarantees of receiving leads, so-called lead generation, but they all ended up failing and clients lost their money. In the future, I will write an article about what you should pay attention to when working with an SEO company or inbound link building service, so as not to get into trouble, but in this article I want to touch something else, about this below.

During my work, I have repeatedly encountered clients complaining about the lack of profit. Often this is due to the fact that the emphasis is placed on the wrong choice of keywords, in other words, keywords simply can not convert sales. For example, a client believes that certain keywords are important for him, but in fact, they do not convert into profit, or initially, the semantic core was created with errors.

Artificial Intelligence Examples, Use Cases based on AI and ML Technologies

Today, I would like to share the outcomes of my cooperation with a pharmaceutical company located in the United States. The business is focused on extending their research according to the needs of patients, as well as improving their products depending on the feedback from their clients. They contacted me to help them work on ways of communicating with their clients and potential customers.

Real Example of AI in Pharmaceutical Project

After a long discussion, filling out a briefing, deep penetration into this niche, discussing the goals and capabilities of the client, we divided the whole process of cooperation into several stages: analysis, development and implementation. Since the task was not trivial, I wanted to give the same solution, something crazy and at the same time effective.

Our research has shown that clients who want to report side effects of a particular drug or defects of the product, mostly communicate through the phone – approximately 70% of all contact attempts. This type of communication is especially problematic for the company as each case has to be treated individually and requires a lot of time from the support team. 

Customers on the other hand, were not always satisfied with the information they were getting from the support team as the problems are unique. That resulted in low customer satisfaction which in the long term can strongly affect the sales.

Artificial Intelligence Technology Solutions

Exactly at that moment I came up with the crazy idea (so it seemed to me at that moment), to use modern technologies for lead generation, namely artificial intelligence solutions. Solutions based on artificial intelligence and machine learning allow companies to better understand their customers, offer more relevant products, as well as get accurate and reliable information from their company data.

Nowadays, when everything is virtual, the implementation of artificial intelligence and machine learning technologies into the pharmaceutical industry is a big step forward in business development. Using artificial intelligence and machine learning algorithms, pharmaceutical companies successfully join the global market and create an incredible boom in a short period of time. 

Addepto was chosen as a partner and AI Consulting Company. It was associated with many aspects, first of all, the financial component, as for the implementation of my crazy ideas has limited budget, and after a brief meeting with Edvin (founder of Addepto), it was clear that these guys will make all my dreams come true for not all the money in the world. For that, a special thanks to them and my recommendation!

Real-Time AI Voice Analytics

And so, the first thing that needed to be done was to improve customer service, increasing employee efficiency and customer satisfaction. To solve the previously mentioned problems with phone service, it was necessary to have something universal and flexible, such as CRM that would cover our requirements and solve our problems, as well as be open-source and scalable at any time. Unfortunately, we couldn’t find such a product in the market, the main problem was that we couldn’t make changes to fit our requirements. If you know such products, I would be glad to meet them in the comments.

The CRM we created could record conversations, had an autoresponder function outside of business hours, also had an analytics system, all the data was displayed on a compact and graphical dashboard so that the company owner (my client) always had important information about the number of calls, the percentage of clients served, and so on.

But there was also one feature that allowed for customer service, and real-time voice analytics at the same time. Our CRM with ML could measure pauses in the conversation in real-time, how many times an agent interrupted a customer, the tone of voice of both customer and agent, and whether the voice was dynamic and interesting or repetitive and boring.

It then provides real-time feedback to the agent so he has an idea of how the customer is feeling during the conversation. In addition, the AI provides recommendations on how to communicate with customers, which leads to stunning business results. The system provides step-by-step instructions to agents in real-time, thereby increasing employee efficiency and customer satisfaction.

Then we went even further, in less than a month we collected so much data that we were able to cluster customers who called, into different groups. That helped us improve customer satisfaction as well as make the job easier for the customer support team.

Predictive Dialing

Predictive Dialer programs select a phone number and dial it for a call center agent, reducing the time it takes to manually dial phone numbers every day. Predictive Dialer predicts how long it will take an agent to answer a call and its availability using algorithms and mathematical formulas.

Virtual AI Assistant

AI Chatbot is a powerful technology tool that is built to communicate with consumers and solve their problems using artificial intelligence solutions.

AI-powered chatbots deliver faster and more personalized customer service. AI virtual agents can understand and access customer data. Therefore, by understanding the needs of consumers, chatbots help consumers to make quick and easy Internet transactions. 

Customer Segmentation for Better Personalization

With the help of unsupervised learning algorithms, companies could divide customers into different groups that can be targeted. The algorithms take into account all available functions and create a wide variety of clusters.

The customer segmentation model allows companies to effectively allocate marketing resources and maximize opportunities for cross-selling and additional sales. Moreover, customer segmentation affects the improvement of customer service, increased loyalty and customer retention.

So, summing up, we continue to work on the project, in general we have been working on it for 12 months, after 10 months the cost of implementing these developments have been fully repaid. For ethical reasons I can not talk about the cost of the project and its profit.

In addition, I have collected a small selection of examples, which in my opinion are worthy of attention. And I would like to implement in my projects something similar

Real-life examples of AI and ML: 1-800-Flowers

1-800-Flowers, in partnership with the IBM Watson AI system, has created an AI customer service bot that receives orders through its website and mobile application. This chatbot accepts customer orders more intuitively than the traditional online ordering form by using Natural Language Understanding (NLU) and Natural Language Generation (NLG).

Sensory Fitness

To handle phone calls to the support service, the brand Sensory Fitness developed Sasha, an AI voice assistant. The AI voice assistant uses natural language understanding (NLU) and natural language generation (NLG) technology for dynamic conversations. In addition, the voice assistant Sasha has built-in text – to-speech technology (TTS), which talks to callers aloud. This solution allows the company to save $ 30,000 a year.

The North Face

The North Face, a major e-commerce retailer, is a great example of a company adopting AI to better understand its consumer’s requirements. Using the IBM Watson AI solution, they help online buyers in finding their perfect jacket. Through AI voice input, the company asks customers questions such as “Where and when will you wear the jacket?” While other IBM software analyzes hundreds of items to identify perfect matches based on real-time feedback and own research, including the weather in the area.

Statistics – AI in Pharmaceutical Industry

• According to recent research conducted by USM, about 50% of global healthcare companies plan to implement AI strategies and broadly adopt the technology by 2025.
• OpenText surveyed 125 pharmaceutical executives to determine how familiar each respondent is with AI technologies within their industry. The survey results revealed that an interest in AI increased to 85% in 2020.

Keypoints

• Artificial intelligence and machine learning have a huge impact on the pharmaceutical industry.
• AI-powered and machine learning solutions allow companies to better understand their customers, offer more relevant products and get reliable insights from their company data.
• Nowadays, customers have a simpler, faster, more personalized and more convenient way to communicate with companies than ever before.