Ah, the world of infographics! It sounds like a fancy marketing term (and it probably is), but these practical pieces of content can serve as a very effective tool in your marketing arsenal.
So what are infographics?
Infographics are information, data, or knowledge formatted into a graphical representation. Rather than having paragraphs and paragraphs of text, you give people the same information in a different way – and in one they will easily understand at a glance. A good infographic is part story, part data and always visually engaging.
Why are they important?
People are visual. And now that we are in the digital era, our behavior towards consuming information has trended even more towards visual consumption, rather than reading text. Consider these facts:
- People can better retain information when it’s paired with a visual aid1
- Content that contains images gets 94% more views online than content that doesn’t2
- Social media posts are 10 times more likely to receive engagement with images than without3
- Eye tracking studies indicate that webpage readers spend more time looking at images than they do reading text1
Why is this relevant to me?
Health is the most popular infographic topic on the internet. It’s shared the most, downloaded the most, and talked about the most. And there is a reason for that. Health, medicine, diagnosis and treatments can be a complicated subjects. While, infographics are a way to help us learn, grab our attention, and explain scientific concepts.
As a physician you can repeat facts and figures in your sleep; but when a patient encounters information for the first time it can be overwhelming. Whether they hear the information in-person from you during a 10 min clinic appointment or are researching a question online – it is often information overload.
Therefore, anything you can offer your patients to help them better understand their situation, feel comfortable and confident in their knowledge is both a plus for them and you.
One Infographic. Five Ways to Use it in Your Practice:
So let’s say you’re a Urologist. And you would like to create an educational infographic for your patients about Erectile Dysfunction. Now let's explore a few ways you could utilize this in your day-to-day practice:
#1: Patient Take-Away for Clinical Visits
Have a printed version of your infographic on hand during clinic visits to provide to patients following your consultation. These can cover the top FAQ’s you typically receive about the topic, along with more detailed information about symptoms, diagnosis and treatment options. Providing patients with something to go home with that is easily understandable will not only give them time to fully digest the information, but ensure they understand the holistic picture and options.
#2) Website Content
Adding the same infographic to your website in digital form is a way to not only build traffic for your website, but also offers valuable content for current patients to easily refer to online or share with family and friends also effected.
#3) Social Media Content
Use one section of the infographic as social post content (i.e. How does age effect ED?), which will drive viewers back to your website to view the infographic in it’s entirety. Once there they will learn more about you and your practice.
#4) E-Newsletter Content
Be a continuing source of knowledge and education for your current patient base no matter where they are in their journey to health. As part of your e-newsletter, feature one section of your infographic as a helpful health tip (i.e. This month: De-Mystifying the ED Diagnosis)
#5) Direct Mail Content
Format the infographic into a simple direct mail piece you can send to referring physicians to keep your name fresh in their minds as you continue to build your referral base. Drive them to your website to find more engaging, branded content.
Make sure you know the story you what to tell and are able to provide the facts and figures to back it up. Infographics don’t come to life with just words, numbers are an important part of visual storytelling as well. Establish yourself as a leading resource of information in your field, and patients will remember you, return and recommend you to their peers. Give us a call at TSO creative and we can help.
- Why Infographics Work. LifeLearn Health. http://www.lifelearn.com/2015/05/12/why-infographics-work/. Accessed April 25, 2018.
- Chris A. How to Optimize your Images and Videos for SEO. Digital Marketing Pro. https://www.digitalmarketingpro.net/how-to-optimize-your-images-and-videos-for-seo-783/.Accessed April 25, 2018.
- Balm J. The power of pictures. How we can use images to promote and communicate science. BMC. http://blogs.biomedcentral.com/bmcblog/2014/08/11/the-power-of-pictures-how-we-can-use-images-to-promote-and-communicate-science/. Accessed April 25, 2018.