MD ConnectMedical Online Marketing 101
“Welcome to                             the Webinar!”Proprietary & Confidential
Web is #1 source of                             health related                             information for                ...
• 4 out of 5 internet users perform a             health related search             • 66% search disease specific info    ...
• Health is the #3 related activity online behind email use and searching• Mostly all ages are very active in online healt...
Proprietary & Confidential
98.8 Million “unique visitors” looked forhealth information in December 2011 Proprietary & Confidential
Building an                             expensive Web                             site isn’t a plan.Proprietary & Confiden...
Paid Search MarketingPaid ads positions 1-3                              Paid ads                              positions  ...
Paid Search                             Marketing (PPC)                             • Ad position is a function of        ...
Medical PPC Key Word Strategy• Patient search process is key to ROI• Local search terms are 50% of volume & biggest ROI• I...
Search Engine                                                      Optimization                                           ...
SEO Isn’t…                                                 Keeping Track…     • Ranking for your name                     ...
PPC vs. SEO            Going “all-in” to SEO, leaves a majority of leads on the table.Metro              Pop.Area         ...
Banner Ads                             • CPC – cost per click                             • CPM – cost per thousand       ...
Facebook                             • Create a business page                             (Timeline – March 2012)         ...
Facebook Ads• CPC, CPM• Demographic Target                            Creating Apps (Tabs)                            Even...
Medical Email Marketing                             • Post Appointment Follow Up                             • Ratings Sol...
Review Sites                             Health Grades – 30mm                             Vitals – 10mm                   ...
ROI Check List Great site    • Video    • EZ Form    • Relevant Content Keep Track    • Unique URLs    • Unique 800#    ...
dstempel@mdconnectinc.com  http://www.linkedin.com/in/danstempel  bjoslin@mdconnectinc.com  http://www.linkedin.com/in/ben...
Upcoming SlideShare
Loading in...5
×

Webinar medical online marketing 101 from md connect

569

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
569
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Webinar medical online marketing 101 from md connect

  1. 1. MD ConnectMedical Online Marketing 101
  2. 2. “Welcome to the Webinar!”Proprietary & Confidential
  3. 3. Web is #1 source of health related information for consumers versus other sources, (including Doctors)Proprietary & Confidential
  4. 4. • 4 out of 5 internet users perform a health related search • 66% search disease specific info • 50% search for treatment or procedure relatedProprietary & Confidential
  5. 5. • Health is the #3 related activity online behind email use and searching• Mostly all ages are very active in online health activity Proprietary & Confidential
  6. 6. Proprietary & Confidential
  7. 7. 98.8 Million “unique visitors” looked forhealth information in December 2011 Proprietary & Confidential
  8. 8. Building an expensive Web site isn’t a plan.Proprietary & Confidential
  9. 9. Paid Search MarketingPaid ads positions 1-3 Paid ads positions 4-10+ Proprietary & Confidential
  10. 10. Paid Search Marketing (PPC) • Ad position is a function of bid & quality score. • Pay only on clicks • PPC is a profession, invest in learning or hire a pro • Conversions are KingProprietary & Confidential
  11. 11. Medical PPC Key Word Strategy• Patient search process is key to ROI• Local search terms are 50% of volume & biggest ROI• Intent-Driven “Transactional” Key Word = ROI Proprietary & Confidential
  12. 12. Search Engine Optimization (SEO) • Organic results • S.E.R.P. based on the Google algorithm (secret) • Popularity contest that can be very difficult to win Natural Results10 positions on page 1 Proprietary & Confidential
  13. 13. SEO Isn’t… Keeping Track… • Ranking for your name • Number of indexed pages • Free, overnight, guaranteed • Number of in-links • Magic (…but is hard work!) • Web Stats (Google Analytics) • “Organic traffic” • “Bounce rate”SEO To Do’s… • Invest in content (Blog, Video) • Claim Google Places • Have a good Web site • 3-5 local transactional key words • Analyze vs. other marketing Proprietary & Confidential
  14. 14. PPC vs. SEO Going “all-in” to SEO, leaves a majority of leads on the table.Metro Pop.Area (‘000) Visitors Conversions Why? Paid Organic Paid Organic PPC ORGANIC (PPC) (SEO) (PPC) (SEO)Detroit, MI 4,484 76% 24% 65% 35% Keyword Local & Local targeting NationalDenver, 2,301 71% 29% 58% 42%CO # of Keywords 300- ~5-10 that will drive 1000Boca 1,216 90% 10% 90% 10% transaction trafficRaton, FLOmaha, 793 80% 20% 73% 27%NEWichita, 583 79% 21% 61% 39%NE Your SEORoanoke, 290 79% 21% 79% 21% Versus:NEAVERAGE 79% 21% 71% 29% -All websites have prime organic or paid rankings (#1,#2 or #3 spots) for most major converting, localized terms Proprietary & Confidential
  15. 15. Banner Ads • CPC – cost per click • CPM – cost per thousand • Re-Targeting – 10x response • Lower ConversionProprietary & Confidential
  16. 16. Facebook • Create a business page (Timeline – March 2012) • Content 3xs per week • Content v. “Selling” • Ask for friends • Time investment required!Proprietary & Confidential
  17. 17. Facebook Ads• CPC, CPM• Demographic Target Creating Apps (Tabs) Events, contest, coupons, video, lead form, “like” drivers Proprietary & Confidential
  18. 18. Medical Email Marketing • Post Appointment Follow Up • Ratings Solicitation • Practice News • Special Offers • Pre Appointment RemindersProprietary & Confidential
  19. 19. Review Sites Health Grades – 30mm Vitals – 10mm Yelp – 66mm Solicit Positive Reviews! Claim Your Listing!Proprietary & Confidential
  20. 20. ROI Check List Great site • Video • EZ Form • Relevant Content Keep Track • Unique URLs • Unique 800# • Google Analytics • Bounce rate • Time on site • Pages per visit Cost per lead goals Proprietary & Confidential
  21. 21. dstempel@mdconnectinc.com http://www.linkedin.com/in/danstempel bjoslin@mdconnectinc.com http://www.linkedin.com/in/benjoslin THANK YOU!www.mdconnectinc.com Proprietary & Confidential
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×