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Online and Internet and Web marketing strategy and ideas for doctors, physicians, healthcare companies and organizations by Mike Myers, Senior Internet Marketing Consultant in Houston Texas

Online and Internet and Web marketing strategy and ideas for doctors, physicians, healthcare companies and organizations by Mike Myers, Senior Internet Marketing Consultant in Houston Texas

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  • 1. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations An Introduction to Online Marketing for Doctors and Healthcare Organizations / Practices that want to develop a long term web marketing strategy. Mike Myers is a Senior Internet Marketing Consultant residing in Houston Texas and able to provide consulting, media buying and all related web marketing needs across the United States. Mike Myers has a lot of success and experience in helping both independent and large doctor and physician groups, specialists and marketing managers of healthcare facilities and can bring that knowledge and success to your organization as well. For a personal, customized assessment, analysis, and or proposal, you can contact Mike direct at 281-883-2855 or email mmyers@reachlocal.com By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 2. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 1: Building Your Website Network and Distribution Channel - The Internet (and more importantly) Search Engines are the Portal to New Patients - It’s the first place they go to search for a new doctor, clinic, location, specialist, and general information about their symptoms, needs, and more. - When someone searches on the Internet, they use search words (or keywords) - NEXT SLIDE By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 3. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 1: Building Your Website Network and Distribution Channel - For example, someone might need a family doctor that accepts Blue Cross Blue Shield near Houston Texas, so their search might be “best family doc in Houston that accepts blue cross blue shield” because they want the best, of course. ;-) - The search engine will provide multiple types of results including: - Sponsored Ads (top, right and now bottom of the page) - This may include competitors, directories, insurance companies and more - Organic Directory / Map Listings based on the closest and/or most optimized web pages according to Google, Yahoo, Bing, Etc. - Review Sites such as Rate MD, Vitals or others - Top Organic Sites (either local competitors or national ones like WebMd - Link to Blue Cross main website - YouTube Videos - Social Media Links like Facebook or Twitter - Recent Articles, Blogs, News (especially if searching for most recent info) By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 4. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 1: Building Your Website Network and Distribution Channel Sponsored Ads (competitors Search Engines & directories) Facebook & Maps & Directory Are the Portal Twitter Pages Listings To Everything… Search Engines YouTube Videos Review Sites You Need to Be As Distributed As Review Sites like Rate MD Web MD and Possible Others & Vitals By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 5. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 1: Building Your Website Network and Distribution Channel - So, in order to be truly competitive, you should want links to your business show up multiple times for various keyword searches related to your specialty and location served - To do so, you need to build out your own personal website network - Fully optimized Website (multi-pages, contact us, appointment requests, phone, doctor information, services provided, map, customer service links/logins) - Blog Site (separate domain, backlinks to your main site, multi-pages) - Review Site (your own review website, owned and managed by you) and every review should become a new, optimized web page) - Facebook, Twitter & YouTube Sites that your patients can become fans/followers of, and by which can simply be “found” when someone is searching for your primary keywords. And Links to these sites & Activity is factored into your overall Google & other Search Engine Algorithms for rank By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 6. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 1: Building Your Website Network and Distribution Channel Website Twitter Facebook Build Your Web Network Reviews YouTube Blogs & Info Sites By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 7. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability - URL’s / Domains: - 35 characters or less (so it can be used in pay-per-click ads) - Try to include at least one primary keyword (type of doctor or specialty and city/area and company / doctor or organization name) - Extended File Names for secondary pages of your site should always include a keyword, city or area covered and what’s on the page - Hyphenated URL’s or Domains are great for search engines, and you can use the non-hyphenated versions for print, business cards, etc. Example of a good URL / Domain Strategy: Purchase Both or All Options Available (.com, .co, .net, .info) www.atlanta-pediatric-dr-smith.com (easier to read online – point to main url) www.atlantapediatricdrsmith.com (for use in print i.e. AtlantaPediatricDrSmith.com) Concept designed for optimization purposes: www. Location + Specialty + Doctor Name .com By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 8. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability - Page Titles (seen at top left of Web Browser): - Use keywords in your Page Title - Recommendations are no more than 60-70 characters - Home Page Example: - Doctor Jones | Orthopedic Specialist and Surgeon| San Antonio, TX - Contact Us Page Example: - Doctor Jones | Appointment | Orthopedic Doctor Specialist and Surgeon | San Antonio, TX By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 9. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability - Headlines, Sub-Headlines, Content on Page - The headlines of your web pages should be keyword focused, larger fonts, and bold - This indicates the level of importance of each page - For every keyword you want to focus on, make sure you have a page dedicated to that specialty or service - For example: Orthopedic Doctor, in Irvine California - Home URL: www.OrthopedicSurgeonIrvineCA.com / www.Orthopedic-Surgeon-Irvine-CA.com - Page Title: Dr. John Adams | Orthopedic Doctor Specialist and Surgeon | Irvine CA - Headline in Bold, HTML Large Type: - Welcome to Dr. John Adams Website, Orthopedic / Orthopaedic Doctor and Specialist and Surgeon - Subheadline in Bold, HTML, Smaller Type: - Serving Irvine, Orange County areas in California - Content: Smaller font, only Bold keywords of focus and link to other pages in site - John Adams, M.D. the founder of Adam’s Orthopedics & Sports Medicine, is a board-certified orthopaedic surgeon with more than 20 years of clinical experience. A community-centered orthopaedist who has practiced in Irvine, California as a solo practitioner for over 15 years, Dr. Adams is steadfastly committed to offering his patients exceptional care and restoring their quality of life. With a focus on implementing the latest in proven effective technology, tools and methodologies, Dr. Adams has achieved a well-respected and highly regarded reputation within the local medical community as well as among his patients. By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 10. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability Home Page About Doctor Orthopedic New Patient Contact Us & Resources & Links Adams Specialties Information Driving Directions Knee Doctor and Insurance Accepted Surgery Common Links & Info at Top of Every Page: Company / Dr. Name Shoulder Doctor Location / Area Served Pre-Visit Forms and Surgery Patient Reviews / Feedback Appointment Request Foot Doctor and Schedule Ask a Doctor (lead opportunity) Surgery Appointment Phone Number Facebook | Twitter | YouTube Hand Doctor and Surgery EVERY PAGE should be considered as an opportunity to be found for certain keywords. Domains, Titles, Headlines, Content should all line-up. By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 11. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability Blog Site About Doctor Orthopedic New Patient Contact Us & Resources & Links Adams Specialties Information Driving Directions Knee Doctor and Every Blog site should be considered as a secondary / Insurance Accepted Surgery sister website with almost the same level of content and information as your main website, and it should includeNOTE: Your blog should be Shoulder Doctor direct links to the main corporate website.automatically updated and Surgeryand fed into your main And every time you blog, it should be creating a new,website thru RSS feeds. optimized web page that can be indexed on the search Foot Doctor andThese feeds add a lot of Surgery engines. Don’t worry how many people interact orSEO value for your main respond to your blogs, especially in the beginning.site, and it prevents theneed to duplicate content Hand Doctor and The important thing is to make sure you create at leastand effort. Surgery one to two new blog articles per week, focused on educational and informational content, not advertising or self promotional in nature. By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 12. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability - Sample Example of a Great Doctor Blog Site that includes all of the elements to support blogging articles, additional information, link building, and reviews and reputation building By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 13. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability Review Site Prospective Patients can Read Patients can Submit Reviews on Reviews You Have Posted and the Webpage You Own Gathered from Multiple Sources Link to your Review Page from your Main Website and any other sites You can control all the reviews by owning the review page / site so you can approve for publishing Reviews are Critical to Building Trust with prospective patients Have a plan in place to build reviews / feedback after every visit Each Review should become an independent, optimized web page indexed and search-able by Google By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 14. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability - Sample Example of a Great Doctor Owned Review Site / Page Prospective Patients / Patients can Customers Read can Post Reviews Reviews that You Control before they “go live” By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 15. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability - Sample of Posted Reviews showing up in Search Results Search by Doctor or Company Name + Reviews Start Owning / Controlling more of what people see by indexing positive reviews on search engines NOTE: Be sure your main website has a webpage with a file extension such as: yoursite.com/customer- reviews-doctor-name-company- name-city-name (This page can link and/or include a live-feed to your review site) but will help create another page that can be indexed and placed on Google By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 16. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 2: Optimize Your Website(s) for best possible search-ability Website Once you build out your Twitter Facebook web network, make sure Build they are all linked together Your Web Network for maximum cross- marketing potential. Reviews YouTube Blogs & Info Sites By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 17. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 3: Start Advertising and Promoting Your Website - Pay-Per-Click: - Develop a list of keywords related to your specialty / focus - Example: orthopedic doctor in Katy Texas (a suburb of Houston Texas) - General keywords: orthopedic / orthopaedic + doctor, surgeon, specialist, etc. - Specific keywords: knee, arm, hand…doctor, surgeon, specialist - Adjective keywords: local, find, directory, best, top, recommended, etc. - Location/Geo keywords: katy, katy tx, katy texas, houston, houston tx, houston texas - Develop a list of ads and/or ad groups (ads tied to specific types of keywords for maximum relevance) - Example: Ad Group #1: knee doctor - Knee Doctor Katy - Orthopedic Doctor Smith Serving - Houston and Katy Texas. - Establish the requirements for advertising costs on first page for your keywords - Establish your goals such as daily / monthly visits - Buy, Track, Optimize, Refine (You should track calls, leads as well as visits, impressions, etc.) By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 18. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 3: Start Advertising and Promoting Your Website - Pay-Per-Click: Sample of Sponsored Ads for Ob/Gyn Doctors in Los Angeles, CA By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 19. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 3: Start Advertising and Promoting Your Website - Display / Banner Ads & Remarketing - Depending on the market / geo-targeting reach of your office, Display / Banner ads can be a significant way to promote your website - If you are not trying to reach a larger geographic city / area, then Remarketing Banner ads can be a great way to brand / remarket yourself to both current and prospective patients - And Facebook Ads can also be great for promoting your practice / office in a local, geo-targeted way Your Ad Showing on Pointing to Your Website These Sites in Your Target Market / Cities By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 20. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 4: Start Creating and Publishing Content that can be Found - Articles that will be posted to your blog and distributed to Facebook and Twitter - Videos that will be posted on your blog, and distributed to Facebook, Twitter and YouTube - Presentations that can be posted on your blog, and distributed thru Facebook, Twitter, YouTube and Slideshare - Reviews that can be indexed and optimized, linking back to your website, and even shared on Blog, Facebook and Twitter - Link Building Articles that can be pushed thru third party publisher / directories for maximum exposure and seo value By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 21. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Step 5: Track EVERY Activity Closely - Use database / web based applications that can track every lead source (paid, online, offline) - Track every lead and call - Evaluate ROI for all leads - Evaluate types of inquiries, and refine marketing to get more targeted results and activity - Optimize your organic, blog articles, paid advertising accordingly - Know your total monthly investment and return/growth in rev. By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 22. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Pay Per Comprehensive Web Marketing Click Ads Strategy for Doctors and Physicians Directory Listings Lead Database / Mgmt. YourWebsite.com Display (track, manage, email) Banner Ads Overall Analysis Facebook Implement Optimization Ads YourBlog.com YourFacebook.com YourTwitter.com Articles Search Ranking Reports Reputation Reports Social Activity, Shares YourReviews.com YourBlog.com YourFacebook.com Reviews Videos YourYouTube.com YourWebsite.com YourBlog.com YourFacebook.com YourTwitter.com By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 23. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations What To Track and Analyze • Impressions, Visits • Calls, Emails, Web Leads • Top Keywords (organic and paid) • Click to Lead / Conversions • All Sources of Website Traffic • Google Analytics • Search Engine Ranking Reports • Establish Goals • Evaluate Results • Create New Goals / Targets • Optimize Your Website and Campaigns using Data By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 24. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Lead Tracking By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 25. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations GOALS Impressions Visits Leads Sales Time Paid Ads (works immediately and only limited by budget or consumer demand) Organic (grows over time as link building & articles grow) By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 26. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations GOALS Sponsored Ads (competitors & directories) Maps & Everywhere Facebook & Directory Twitter Pages Listings prospective Search patients / YouTube Engines Review Sites customers might Videos search – you Review Sites Web MD and want to be found like Rate MD Others & Vitals By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 27. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 28. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations STEP 1 - Analysis Website, Existing Data, Competition, Budgeting Needs STEP 2 – Build / Update / Optimize Your Web Network Website, Facebook, Twitter, Blog, Info, YouTube, Review Connect Together Got Questions? Overwhelmed? STEP 3 – Promote & Grow Your Business Create & Publish Articles (Blog, Facebook, Twitter, Info) Create & Publish Videos (Blog, YouTube) I understand! Create & Publish Ads (Google, Yahoo, Bing, Directories, Facebook) Create & Distribute Link Building Articles TV, Print, Radio Call me now and I’ll Help you get started. STEP 4 – Track / Report / Analyze / Optimize 281-883-2855 Total Ads, Impressions, Visits, Calls, Leads Manage & Grow Leads mmyers@reachlocal.com Track ROI By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com
  • 29. Online Marketing Strategies and Solutions for Doctors, Physicians, Medical and Healthcare Organizations Please send comments, questions, ideas, recommendations To Mike Myers at mmyers@reachlocal.com Or Call 281-883-2855 Keywords: Doctor marketing, physician marketing, healthcare marketing Internet marketing for doctors, physicians, clinics, hospitals, dentists Web and online marketing for doctors, physicians, clinics, hospitals, dentists Houston, Dallas, San Antonio, Austin, Katy, Sugar Land, Sugarland, Kingwood, Humble, Spring, The Woodlands, Texas TX Los Angeles, San Diego, Irvine, Orange County, San Francisco, California CA New Orleans Louisiana LA, Jacksonville, Orlando, Tampa Florida FL Internet Marketing Consultant Houston, Website Advertising Firm By Mike Myers, Senior Internet Marketing Consultant in Houston Texasmmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com