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Archives for July 2021

Key Tips for Ensuring Your Association’s Digital Marketing Efforts Are Compliant

July 21, 2021 By Patrick L. Burns Leave a Comment

In today’s world, much of the interaction we do with each other is through digital means. From social media to email, blogs to newsletters, many of your association’s marketing efforts are most likely digital. Both communicating with and providing value for your members, while also bringing in new members is achieved through digital marketing efforts. Ensuring your association’s digital efforts are compliant with laws and regulations regarding privacy rights and data is vital to protecting your association’s reputation and also your members.

In recent years, privacy rights and data protection have become key issues in the United States and globally. In 2018, the California Consumer Privacy Act (CCPA) was passed that “gives consumers more control over the personal information that businesses collect about them.” In 2016, the General Data Protection Regulation (GDPR) became law in Europe. Like the CCPA, this regulation aims to give consumers more control or personal information, but also addresses the transfer of personal information outside of the European Union and European Economic Areas (EEA).

Being informed of privacy laws and regulations and making sure your digital efforts are compliant will not only help avoid legal issues but will protect relationships and trust with your members. While there are many requirements within these regulations, we have featured below a couple of key areas to be aware of when it comes to making sure your digital marketing efforts are compliant.

Email Marketing  

Email marketing is a major part of what associations do to provide news and information while also recruiting new members. One thing to be aware of when it comes to email is that there are strict anti-spam laws in the United States that you must follow to avoid hefty fines and a damaged reputation. The U.S. CAN-SPAM act, according to the Federal Trade Commission, is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

This law can easily be followed by only including people on your email lists who have opted into your email program. A few more factors to this law are that you are honest with your headers and subject lines, tell the recipients where you’re located, and if the email is an advertisement that you make that clear. As before mentioned, offering a clear and easy opt-out is also required and once that action is taken, emails must promptly cease.

Follow these rules, act in an ethical and respectful way, and your email program will reflect your association’s values.

Member Privacy and Data

A big issue in today’s society is that of privacy and data. Who has the right to your data and what do those who get access to your data do with that information? These questions have been at the forefront of everyone’s mind with the rise of social media platforms and Google. Whereas you as an association may not have access to that level of personal data; members do entrust you with sensitive information such as their names, addresses, emails, phone numbers, credit card information, and more. Protecting this data also protects your association’s reputation and will lead to trusting relationships and increased membership.

One way you can ensure member data is protected is to make sure you have a secure website. According to Hosting Tribunal, nearly 33 percent of websites have inadequate security. An easy way to tell if your website is secure is to look at your URL in the address bar, if your website is an HTTPS (Hypertext Transfer Protocol Secure) website as opposed to an HTTP website, your website is encrypted using Transport Layer Security (TLS). Other factors play into website security such as regular website maintenance, updating plug ins, and ensuring your hosting company has good security offerings.

You should never share, sell, or make public any sensitive member information. This will not only put you in hot water with your members, but also with the law. Overall, ensuring you have a secure website and that you treat member data responsibly, you will protect your reputation and your member’s well-being while building lasting relationships.

Compliance is Key

Compliance with privacy and data laws is vital to a successful digital marketing strategy and also to protecting your members privacy and your association’s credibility and reputation. While we have not discussed all compliance requirements, these are a couple of key areas to be aware of. Government websites are a reliable source for reading up on these laws, especially those applicable to your geographic location, and checking to make sure your association is fully compliant.

For help with your association’s digital efforts contact us here. For more information regarding our content, digital, and advocacy services for associations, visit our website.

Filed Under: Public Affairs Tagged With: Associations, associations and digital, digital, Digital Marketing, public affairs, public affairs and digital

The Importance of Content Strategy for Healthcare and Hospitals

July 15, 2021 By Patrick L. Burns Leave a Comment

According to Google Health Vice President, Dr. David Feinberg, MD an estimated 7 percent of Google’s
daily searches are health related. This number does not include the recent COVID-19 pandemic which has undoubtedly driven these numbers upward. This makes it imperative that hospitals and healthcare providers have strong, up to date, accurate information on their website. A content strategy is important to hospitals, healthcare providers, and healthcare foundations in order to help with brand awareness, build loyalty, and provide reliable and helpful information.

What is a Content Strategy?

In a nutshell, a content strategy allows you to define the goals of your hospital or practice and work out your priorities. From there you can make sure all of the marketing and content you are putting out is fine tuned to helping to reach those goals. For example, if one of your goals is to get more people to sign up for the COVID-19 vaccine at your location, you could focus your content marketing efforts on informing people about COVID-19 as well as the benefits of the vaccine. Within your content strategy, you will decide on the different types of content you’d like to use to reach your audience. E-mail newsletters, blog posts, articles, white papers, and social media updates are all content examples that you can use to bring people to your healthcare location.

Importance of Content in Healthcare

Creating content in the healthcare field is much different than other areas. Content posted by healthcare
providers and hospitals is often important health related information to help patients and potential new patients find answers about symptoms, conditions, illnesses, and more. According to Pew Research, 80 percent of overall health queries begin at search engines, so making sure you have a wide catalog of information and content is important to being found. It is also very important that all of your content is accurate and clear, as misinformation in the healthcare realm can negatively affect credibility, hurt your reputation, and your overall brand.

Especially now, with COVID-19, it is imperative to share accurate and timely information and content to help people find the answers they are looking for. With news about COVID 19 variants and new numbers being released daily, it is vital that you keep your website and social media information updated with the most current and factual information.

Content Marketing for Healthcare Foundations

Another very important part of many hospitals and healthcare providers are healthcare foundations that raise money for a range of services such as treatment for cancer, stroke and heart disease and more. These foundations have to get themselves in front of potential donors and have their message seen and heard and get a reaction out of their audience that drives them to make a donation. Much like Arc 3 Communication’s work with the Grady Health Foundation, much of the content should be emotion driven and show what the money donated can achieve. Patient recovery stories, coverage of fundraising events, and other attention-grabbing topics will go a long way in driving donations. Blog posts, e-mail, social media, and even print mailers and events are all proven ways to drive traffic to your website and your cause.

Healthcare Now and in the Future

Healthcare is a vital part of our everyday lives. Now, during the COVID-19 pandemic, it is important that hospitals and healthcare providers are sharing relevant, accurate content. It is also important that content strategies be in place to bring people to your website and ultimately to your healthcare facilities. Showing your trustworthiness, dedication, and experience through your content is a great way to provide for your current patients while also bringing in new patients. Content strategy is important now and will continue to be in the future, so be sure your strategy is up-to-date, strong, goal oriented, and implemented to drive success.

For help with your content marketing strategies contact us here.

 

 

 

Filed Under: Content Marketing Tagged With: Content, Content Marketing, content marketing strategy, content marking and associations, healthcare

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