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For Doctors: SEO is Dead, Social is Alive
 

For Doctors: SEO is Dead, Social is Alive

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Medical experts, ranging from plastic surgeons to cosmetic dermatologists, have developed monolithic web marketing strategy: get top ranking on google. With social media, doctors need to shift to a ...

Medical experts, ranging from plastic surgeons to cosmetic dermatologists, have developed monolithic web marketing strategy: get top ranking on google. With social media, doctors need to shift to a patient-centric marketing effort where less time is spent pleasing the robot (google) and more helping consumers get informed.

Accompanying blog post is here: http://www.medibeauty.biz/doctors-seeking-patients-should-think-social-seo/

Slides annotated from the Cosmetic BootCamp meeting, July 2012.

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  • Analog word of mouth
  • SEO consultants.They can’t tell you how it’s done. They make lots of promise. They say you’ll get found in the maze of online options, typically as “we’ll get you top ranking for ____”
  • This is how it manifests
  • 1000s of phd’s looking at 1000s of factors for ranking search results
  • SEO is dead as you knew it. Google is penalizing sites that optimized for the robot vs. the consumer
  • Digital word of mouth
  • RealSelf vs. the traditional doctor listing sites
  • Social media is…
  • It’s easy to see SM as a goof ball place for teens
  • Or inappropriate
  • but it does have relevance to your practice marketing
  • TOM
  • Angry mob
  • Purchase bias People buy products that they believe they will enjoy. So, the reviews are written by people that are more likely to like the productUnderreporting bias Those with extreme ratings (5-star or 1-star) are more likely to express their views to “brag or moan” than those with moderate views
  • TOM
  • TOM: reason #2
  • Be strategic…
  • Claim and update information on these sites
  • They are at their highest point of interestYou know they’re available!First to respond gets the highest likelihood to close

For Doctors: SEO is Dead, Social is Alive For Doctors: SEO is Dead, Social is Alive Presentation Transcript

  • SEO is dead.Social is alive. Shifting to a Patient-Centric Marketing Strategy Tom Seery, CEO/Founder July 2012, Cosmetic BootCamp
  • For dermatologists, marketing was once never a consideration.Patients came via word of mouth or doctor referrals. Do you like your dermatologist? Dr. Taylor at the PolyClinic is great
  • Yellow Pages was the first step into marketing, because shecould find you without relying on a friend’s recommendation
  • Then came the WWW, and doctors built a website to reachher with greater detail than afforded by phone books
  • With the first search engines, it became clear ranking mattered
  • Google shifted doctor’s entire online marketing attentionto pleasing the robot, away from her information needs Image: Robot courtesy of SEOmoz
  • SEO consultants made bigpromises: #1 Google ranking…but never explained howthey got robot love
  • With SEOs driving, doctors developed a web presence solelyto please the robot (Google) Link Keyword schemes stuffing Multiple websites
  • Stuffing
  • Link Schemes
  • Copy written to trick the robot…
  • And terrible articles designed to get a free link, not to inform
  • Many of you still have link schemes that hurt you, live on your site
  • Google has 1000 PhDs determined to outsmart an SEO consultant
  • Evidenced by SEO-scheme sites traffic pattern
  • Social media is back to WOM, but on steroids. The robot andyou feel marginalized or stay marginal Social media
  • What’s taken share from SEO-plays? Social (RealSelf is theleading social site in cosmetic aesthetics)
  • RealSelf is patient-centric, which focuses doctors on helping her,not the robot Doctor Patient Q&A stories Photos
  • “The world is in the middle of anongoing conversation. A marketer’schallenge and job is to enter thatconversation.” --John D. Hayes Chief Marketing Officer, American Express
  • It’s easy to conclude social media is silly
  • …or downright inappropriate
  • Social has significant value to aesthetic consumers who wantto reduce risk of making a bad decision
  • 3 REASONSPractices Should Become Socially Engaged
  • Your reputation
  • Doctors dread these
  • Leaving doctors to often see the web as a mob that’sdetermined to burn reputations
  • There is no angry mob87% of RealSelf doctorreviews are positive
  • Online reviews contradict the law of"large numbers" that would imply anormal distribution http://archive.nyu.edu/bitstream/2451/14951/3/usedbook1.pdf.txt
  • The answer to bad speechis more speech Matt Cutts, Google
  • Aesthetic consumers are also social buyers
  • We all use social data to make decisions
  • Social information is inescapable in search becausepeople love it
  • Over half of women 18+share both good and badexperiences online
  • 36% share to helpothers make smartpurchases
  • Clearly, doctor reviews are important tothe decision making process 90%+ consider doctor reviews important or very important Source: RealSelf survey, 2012 Q1
  • ✪ TipsMaking the Shift to Patient-centric marketing
  • ✪ EMBRACE REVIEWS, THEY ARE YOUR BEST WOM MARKETING
  • Post-op patients are your most important form of marketingSOURCE: http://www.hotelmarketingstrategies.com/marketing-an-hourglass/
  • Embrace reviews because your patients are happy 87% of RealSelf doctor reviews are positive
  • Make it easy for patients to post with cards or emailssent pre and post-op
  • Review quality when started Review quality whenPost-op started Pre-Op
  • RealSelf makes it easy for patients to start talking beforetheir treatment or procedure
  • 87% positive
  • ✪ OWN YOUR “NAMESPACE”
  • Even if you hate them, update your bio and contact information LinkedIn Twitter Facebook RealSelf Four Square Yelp
  • ✪ BE HELPFUL (not promotional)
  • Power comes from sharing information, not hoarding it… To gain influence and status, you have to give away your expertise and content.Gary Hamel, Strategist
  • Power comes from sharing information, not hoarding it… To gain influence and status, you have to give away your expertise and content. you must do it quickly; if you don’t, someone else will beat you to the punch—and garner theGary Hamel, Strategist credit that might have been yours
  • Answering questions is a great way to be helpful and to signalyou’re patient-centric
  • Answering questions is never seen as advertising (which is good)
  • “I think a surgeon who takes the timeto respond to patient questions on aforum without any fee is a goodindicator of integrity.I am interested in lipo ofabdomen…would like to know how toproceed with consultation.”--A real patient inquiry to a plastic surgeon active on RealSelf.com
  • Constant self-promotion in social media never works FAIL
  • ✪ FACEBOOK IS UNPROVEN
  • 1 IN 10 SEE YOUR POSTS
  • POSTS LAST UNDER 20 HRS
  • NOBODY VISITS YOUR PAGE
  • LIKES ARE SCARCE
  • ✪ INVEST IN LEAD TRACKING SOFTWARE
  • Call back in <2 hrsTwice as likely to schedule consultation Source: mymedleads
  • Thank you.Email: toms@realself.comBlog: mediBeauty.biz