Online Marketing for Doctors (MD Clients)


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"Pros" and "Cons" of Online Marketing for Doctors. Social Media, SEO, PPC - why to invest in Online Marketing, When to invest in Online Marketing for doctors. Affordable Professional Medical Websites, Hosting, & Maintenance

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Online Marketing for Doctors (MD Clients)

  1. 1. Copyrights @ WOM Communications, LLC
  2. 2. <ul><li>Lower Cost Than Traditional Media </li></ul><ul><li>Higher Conversion Rate </li></ul><ul><li>Engaged Auditory That Trust Internet Sources </li></ul>Copyrights @ WOM Communications, LLC Why Web Marketing?
  3. 3. People eager to search anything over the internet, but they trust Physicians more than any other internet sources. Copyrights @ WOM Communications, LLC What Sources Consumers Consider The Most Trustworthy?
  4. 4. It is very important that the name of a Physician shows up in many directories, search engines, and health portals to create a solid consumer trust. The more sources point back to the same Physician, the better is consumer response www. You are Here .com Copyrights @ WOM Communications, LLC Searching for Online Health Data?
  5. 5. <ul><li>Why build your own website, when so many Marketing Agencies will suggest you using their “free” microsites? </li></ul><ul><ul><ul><li>Because your site is permanent and belongs to you even if you do not want to pay for any extra marketing services </li></ul></ul></ul><ul><ul><ul><li>Because you spend time and effort to add your profile to the directories and health sites and want to make sure they all point to one place only – your site </li></ul></ul></ul><ul><ul><ul><li>Because you may always convince marketing agencies to run their programs directly on your site and save all gained SEO credits to yourself. </li></ul></ul></ul>Copyrights @ WOM Communications, LLC Why Build A Website?
  6. 6. <ul><li>Get Real: Most of Paid Search Advertising Programs for Doctors run on Google AdWords. “Other” 5% may include Bing, Yahoo, and Ask. </li></ul><ul><ul><ul><li>Efficient, but expensive </li></ul></ul></ul><ul><ul><ul><li>Less Effective and More Expensive during the Holiday Season (August through January) </li></ul></ul></ul><ul><ul><ul><li>Short-Term only. Stop paying – and Paid Search Programs stop working for you. </li></ul></ul></ul>Copyrights @ WOM Communications, LLC Paid Search & Google
  7. 7. <ul><li>Major Issue: Most cannot explain how SEO & 2 nd Tier work. The results aren’t instant, as with Google Search, but last much longer. </li></ul><ul><li>Good News: The results are measurable! </li></ul><ul><ul><ul><li>On-Site SEO covers Site Content, Localizing issues, Clean Code W3 Compliancy, Metadata, Server Speed & Security, IP neighborhood </li></ul></ul></ul><ul><ul><ul><li>Off-Site SEO covers relevant links that point back to your site from health portals, local and health directories, search engines, and social networks </li></ul></ul></ul><ul><ul><ul><li>2 nd Tier Paid Search/Content Match covers Paid search from Social & Professional Networks, Web TV networks, and Emerging Search Engines and Lists. </li></ul></ul></ul>Copyrights @ WOM Communications, LLC SEO & 2 nd Tier Paid Search
  8. 8. <ul><li>The Truth is: To succeed, you need them all. </li></ul>Copyrights @ WOM Communications, LLC Paid Search (Google, 2 nd Tier) On-Site SEO (Website, Server, IP) Off-Site SEO (Directories, Forums, SM) Microsites, Landing Pages Your Core Site “ Traditional” Paid Search vs. SEO + 2 nd Tier
  9. 9. <ul><li>Consider Online Marketing for Doctors to be a seasonal type of marketing. Paid Search (PPC) will be most effective during February – July, and SEO takes its turn from August to January. </li></ul>Copyrights @ WOM Communications, LLC Properly Addressed Marketing Budget brings 45%-55% of referrals to conversion When Does It Really Drive Business? Spring Summer Fall Winter 75% PPC 25% SEO 75% SEO 25% PPC 75% SEO 25% PPC 75% PPC 25% SEO
  10. 10. <ul><li>Any Marketing Campaign Can be measured by: </li></ul><ul><ul><ul><li>Number of Visitors/Followers </li></ul></ul></ul><ul><ul><ul><li>Number of Impressions </li></ul></ul></ul><ul><ul><ul><li>Number of Links </li></ul></ul></ul><ul><ul><ul><li>Number of Conversions through Phone & Web Form </li></ul></ul></ul>Copyrights @ WOM Communications, LLC Web Form Phone Call Overall Buzz <ul><li>Call Recording </li></ul><ul><li>Reverse Lookup </li></ul><ul><li>Required Fields </li></ul><ul><li>Traffic –Conversion Source </li></ul><ul><li>Local Recognition </li></ul><ul><li>Reputation Management </li></ul>Monthly Reporting Paid Search + SEO Measurement & Reporting
  11. 11. Copyrights @ WOM Communications, LLC MD Clients (WOM Communications, LLC) “ Others” Solid Healthcare US Marketing > 5 years Any type of Marketing (unfocused, global) All-In-One Healthcare-Focused Solution (Hosting, Website, PPC, SEO, 2 nd Tier, Directories, Blogging, Social Media, Networks, Content Sites, reach media, Mobile, eNewsletters) Either SEO, PPC, Social Media, or Websites, or marketing materials, any vertical Results-Driven (focus on verified conversions) ???-driven (focus on Visitors & Impressions) Performance-focused Partnerships (Marchex, Outbrain, MD Connect) Outsourced frequently changed freelancers, no centralized hub of activities HIPPA/PHI Security Protection Security-avoidance Engaging geo-targeted auditory Trial & Errors techniques MD Clients vs. “Other” Marketing Agencies