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Rachael Thompson

Rachael Thompson

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At CJU, behind the scenes we are in the process of relaunching our website. Sometimes marketing people don’t make it a priority to update their own websites and marketing collateral because we are too focused on working on our clients, but it’s time to change that.

Our current site works just fine. It’s clean, user friendly and we can make updates fairly easy. To be honest, there is nothing wrong with the CJU website. But we understand that even though there is a lot that is right or ok with our existing site, an update is something that we have needed to do for a long time.

And it is something that we are always talking to our clients about – whether they need to update their site so they are using the latest technology; that the design and information supports what their business does/is now, and doesn’t reflect what their business used to be.

 So why should you think about updating your website?


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In this world of information overflow, especially when it comes to online, it might seem redundant to encourage doctors, specialists or practices to build their business using content marketing.

But to put it simply, you need people to know you, to like you and to trust you. And content marketing is a great way to move forward and achieve that.

What is content marketing?
Content marketing means creating, sharing and posting information for your current patients or to gain referrals to your practice.  The type of content that you share will relate to your practice or speciality. Put simply, you are educating people so they trust you enough to come and see you about something very important to them - their health.


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Whether we want to accept it or not, we now live in a world where nearly all information we seek is literally at the click of a button. 

The impact for medical specialists is that not only has Google changed the world we live in (and Google knows it), it has changed how people seek diagnoses of a medical symptom. 

It has now become commonplace that when people have a health concern they search online to get an array of different answers. And that’s the kicker - anyone who has had a ‘consultation’ with Doctor Google is familiar with the diverse and sometimes unsettling range of results that they receive.

Finding what they need

But being bombarded with varied information on these searches may be a thing of the past. 

In an attempt to come up with better search results to specific health questions, Google has decided to upgrade and improve its health results and has now joined forces with the Mayo Clinic. 

The upgrade by Google will provide better advice upfront, and even list possible treatment options. 

For example, a search for arthritis will show, beside the resulting links, a few basic facts about arthritis and include a definition. To ensure quality and accuracy, all of the gathered facts have been confirmed by medical doctors, which have then been checked for accuracy by Mayo Clinic clinicians.

“The goal of this new feature is to provide medical information in a digestible way and to get basic answers quickly. Using Mayo Clinic as a primary source, Google provides information about symptoms and treatments, whether or not it's critical or contagious, what ages it typically affects, and more,” a spokesman said.

Google is intended for informational purposes only

Should Doctor Google be considered competition - No.

Google is not going to replace the need for Doctors. Google does not give patient care. It does not think in terms of age, sex, or ethnicity. It does not know the patient history, if the person smokes cigarettes, drinks alcohol or has been in contact with someone who is contagious.

For medical professionals conducting a diagnosis and subsequent treatment, the improvement of Doctor Google is not something to be concerned about.

But it is a reason why your practice/business needs to have a technically sound website that looks professional, has sound quality “Google” ranking content about your practice and your services, and is updated regularly.

Why? So you are seen as the authority and not your competitors.

Want to have a chat?

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Going online and searching for information is now a part of most of our daily lives.

There are now over 1 billion websites worldwide. Google is still king –with 78% of market share google handles 40,000 search enquiries per minute equalling over 3.5 billion searches per day.

Here’s some more quick facts:

  • 85.1% of Australians access the internet daily
  • 80% of internet users look for health information online – including 44% who search for information on medical professionals or healthcare facilities (data Nov 15)

We've also seen the power of mobile...

Latest data from the US shows that mobile media time is higher at 51% compared to desktop searches at 42%; and 62% of smartphone owners have used their phone in the past year to look up information about a health condition.

With the power to access information so readily available, a medical website now needs to be a standard part of all doctors’ key foundation marketing pieces. It is your electronic business card and yellow pages entry that allows people to find out about you, check out details of your service, and feel confident that you are a trusted and legitimate service provider.

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