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Online Marketing for Healthcare Practices
The document discusses strategies for healthcare providers to enhance their practice using digital marketing, social media, and reputation management, emphasizing the importance of online visibility and patient engagement. It highlights statistics indicating that a significant majority of consumers trust online reviews, which can heavily influence purchasing decisions. It also provides actionable tips on improving search rankings and building an effective social media presence to attract new patients.
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Online Marketing for Healthcare Practices
- 1. Building Your PracticeWith Digital Marketing, Social Media, and Online Reputation
- 2. AGENDA Brad Smith CEO/Founder [email protected] • Fundamentalchange in how people choose a healthcare provider. • How to get your practice found online. • Social media tools and tips. • Online reputation.
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- 4. WOM has beenshown to improve marketing effectiveness by up to 54%. Source: MarketShare
- 5. Researchers found a10% increase of WOM translated into sales lifts between 0.2 – 1.5%. Source: MarketShare / Keller Fay Group
- 6. 84% of consumersreported always or sometimes taking action based on personal recommendations. Source: MarketShare / Keller Fay Group
- 7. THE BOTTOM LINE Whydo you need Reputation Management? 88% of customers trust online reviews. Nearly 9 out of 10 people trust online reviews as much as personal recommendations. Reviews drive purchasing decisions. 90% of people report that reviews help them determine the quality of a local business and 72% of people report that positive reviews inspire trust. Where does word of mouth happen today?
- 8. Baby Boomer Decisions Source:Catalyst Healthcare Research http://catalysthcr.com/news/ Shop for clothes and shoes online Online Banking / Pay Bills Research drugs or medical conditions online 65% 78% 84% What % of boomers…
- 9. How People Choosea Provider
- 10. Let’s get visible,visible…
- 11. How to DriveMore Online Visibility Search Social Reviews
- 12. Improving Search Rank Domain Age Authority Keywordin domain Keyword position Domain length Domain registration Subdomain History Public/Private Country extension Spammer URL length URL readability On-Page Title tags Meta descriptions Location of keyword KW in H1 tag KW in H2 tag KW in content KW density Duplicate content Alt tags on images Frequency of updates KW Word order Original content Multimedia Bullets/numbers Clean code Links # of external links Internal links Quality of links Anchor text of links Alt text of links Broken links Purchased links Link farms KW in URL Sitemap Diversity of links Amount of links on page Text around the link Age of link Experience KW click-through rate Page load speed Time spent on site Bounce rate Easy navigation Page layout Site up/downtime Mobile optimized Responsive sites Pages viewed Overall traffic User reviews Interaction Flash Direct/repeat traffic Social Social Likes Twitter Shares Authority of sharer Facebook Likes Facebook Shares # of Google +1’s Type of +1’s Yelp Reviews Yahoo Reviews Google+ Accounts Google Local Traffic from social Content shares Google authorship
- 13. Improving Search Rank 1.Create a strong website with keywords in key places.
- 14. Improving Search Rank 2.Add valuable content – consistently and continually. http://static.googleusercontent.com/media/www.google.com/en/us/webmasters/docs/search-engine- optimization-starter-guide.pdf
- 15. Improving Search Rank 3.Make it mobile! Google Mobile-Friendly Test: https://www.google.com/webmasters/tools/mobile-friendly/
- 16. Improving Search Rank 4.Get on the map!
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- 18. Social Media 1. Developa profile of your patients: - Age/Demographics - Interests - Geography - Income/Education Level
- 19. Where should Ifocus? • Wide range of users • Slightly skewed to females • Great platform to reach both young and old • Wide range of income and education levels • Ideal for nearly all practices
- 20. Where should Ifocus? • More engagement with younger demographics • More engagement with higher income and more educated demographic • Requires frequent interaction • Ideal for businesses with a younger demographic that is college educated
- 21. Where should Ifocus? • More engagement middle-aged and senior- level professionals • High concentration of college grads and professionals • Higher income levels • Referral marketing
- 22. Where should Ifocus? • More engagement with younger demographics • One of the best platforms to reach millennials • Note – fast growing
- 23. Where should Ifocus? • More engagement with women • Wide range of female age ranges • Ideal for businesses targeting women.
- 24. Where should Ifocus? Facebook Page Insights – Pages to Watch
- 25. Build your following! BuildYour Following (and Practice) With These Easy Tips and Tools
- 26. SOCIAL MEDIA Tip 1:Share valuable, timely, specific content.
- 27. SOCIAL MEDIA Tip 2:Make it easy to follow you right from your website!
- 28. SOCIAL MEDIA Tip 3:Kick-start your sharing and exposure by getting your staff, family and friends involved.
- 29. SOCIAL MEDIA Tip 4:Add links to your email signatures.
- 30. SOCIAL MEDIA Tip 5:Follow others.
- 31. SOCIAL MEDIA Tip 6:Run very targeted ad campaigns.
- 32. Social Media Strategy Tip7: Pay to promote your content.
- 33. Social Media Strategy Biggestmistake is leading people away from you!
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- 35. There Are Hundredsof Review Sites for Every Industry 142 million monthly visitors! 250 million reviews! 85% of user questions are answered by other users within 24 hours. 146,000 DAILY visitors.
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- 40. People Turn toSocial Sites for Recommendations
- 41. Reviews Impact SearchRankings
- 42. TOP 50 SEARCHRANKING FACTORS
- 43. Online Reviews Step 1:Listen • Claim your pages and set up alerts. • Create a Google Alert (google.com/alerts). • Use a monitoring tool/service. • Get in the habit of looking!
- 44. Step 2: Respond •Don’t be defensive. • Say thank you (sometimes hard to do)! • Address problem head-on. • Outline how you have changed. • Be sincere and honest. • Take conversation offline. • Avoid back and forth. Online Reviews
- 45. Step 3: Goon the Offensive • Best defense is a good offense. • A lot of positives drown out negatives. • Have a tablet at reception or have a follow-up process after visit. • Showcase testimonials on your website too. Online Reviews
- 46. There is Technologyto Help!
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