Webinar   medical online marketing 101 from md connect
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  • 1. MD ConnectMedical Online Marketing 101
  • 2. “Welcome to the Webinar!”Proprietary & Confidential
  • 3. Web is #1 source of health related information for consumers versus other sources, (including Doctors)Proprietary & Confidential
  • 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. • 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. Proprietary & Confidential
  • 7. 98.8 Million “unique visitors” looked forhealth information in December 2011 Proprietary & Confidential
  • 8. Building an expensive Web site isn’t a plan.Proprietary & Confidential
  • 9. Paid Search MarketingPaid ads positions 1-3 Paid ads positions 4-10+ Proprietary & Confidential
  • 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. 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. 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. 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. 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. Banner Ads • CPC – cost per click • CPM – cost per thousand • Re-Targeting – 10x response • Lower ConversionProprietary & Confidential
  • 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. Facebook Ads• CPC, CPM• Demographic Target Creating Apps (Tabs) Events, contest, coupons, video, lead form, “like” drivers Proprietary & Confidential
  • 18. Medical Email Marketing • Post Appointment Follow Up • Ratings Solicitation • Practice News • Special Offers • Pre Appointment RemindersProprietary & Confidential
  • 19. Review Sites Health Grades – 30mm Vitals – 10mm Yelp – 66mm Solicit Positive Reviews! Claim Your Listing!Proprietary & Confidential
  • 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. 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