Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog

Randall Wong, M.D.
Randall Wong, M.D.Founder at Medical Marketing Enterprises, LLC
MARKETING 101
KICKSTART YOUR
WEBSITE, SOCIAL MEDIA & BLOG
Randall V. Wong, M.D.
AAO 2018 | Chicago | SPEO9
Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC
• Sunrise Hosting Services, LLC
• RussandRandy.com
Goals for Today
• Define Website vs. Blog
• Types of Websites
• Components of Website
• Content Marketing is the only way to achieve and
maintain high rankings
• What is SEO?
• What Needs to be Optimized
Marketing
Solving the problems or answering the needs of your
customers/patients
Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog
Website | “Looks Great”
• Static
• Navigation
• Coded for Appearance (HTML)
• Graphics
• Logos
• “Website” is based upon design – little ability to rank.
• NOTE: “Live Website Analysis” Sunday
• 2:00 PM S103D
• Randall.V.Wong@gmail.com
Blog
• Customized Design
• Coded for Optimization (SEO)
• Dynamically add content, add function gradually
• Has Marketing Value (i.e. ranks with Google)
• ALL websites in 2018 should be constructed on
“blogging software”
Content Management System (CMS)
• aka “Blog”
• Has turn-key design, fully customizable
• Templates, inexpensive
• Mobile responsive
• Best of 2 worlds
• Design
• Optimization
“Blogs”
• Ability for user to add content
• Question/Comment
• Allows website owner to add content (the doctor)
• Server Based
• Easily add content from anywhere
• Can you use a word processor?
• Mobile phone
Wordpress.org
• Best CMS
• Largest
• Inexpensive
• Most function
• Free
Wordpress.org
• Largest and most widely used CMS
• Extreme flexibility
• Best for SEO
• Plugins
• Open-source
Content Management System (CMS)
• CMS = “Blogging Software”
• Wordpress.com
• Wordpress.org – the best
• Blogger
• Drupal, Joomla
Caution | Beware of Free
• Wordpress.com
• Blogger/Blogspot
• Wix
• SquareSpace
Hosted vs. Self-Hosted
• Wordpress.org: The most popular CMS
• Self-hosted
• GoDaddy, Bluehost, Host Gator
• Hosted Programs
• Wordpress.com
• Blogger
• Managed Hosting
• Sunrise Hosting
• Virtual IT
3 Types of Websites
• Good - Resource (Static, No SEO) – can’t rank
• Better - Marketing (Dynamic, SEO) – high rankings
• Best - Interactive (Dynamic, SEO, “Blog”) – ranks &
engages
• Websites differ based upon content…….
Goal of Website
• Rank
• Grab attention – Engage patient
• Provide Value
• Build Trust
…this takes time, yet when done well, is the key to
growing your practice
Design
• Visual Appeal
• Colors
• Graphics
• Video
• Logos
• Ease of Navigation
• Mobile Responsive?
• Website design was obsolete – it may have value for
Google rankings.
Best Website?
• Self Hosted
• CMS – e.g. Wordpress.org
• Design
• Content – Optimized (marketing value)
• CMS or “Blogs” offer both design….and the best for
SEO.
Therefore, the “Best” website has customized
designed and is optimized (i.e. gets high rankings
Search Engines.”
Best Website?
Choose a platform
which can grow with
your marketing needs.
CMS offer these solutions.
What is Optimization?
• Search Engine Optimization (SEO)
• The process of translating the content of your web page
to a format easily understood by search engines (Google,
Bing, Yahoo)
• SEO only applies to websites with content.
• SEO only applies to content marketing.
• SEO is fundamental to anyone marketing a service or
sales.
• Optimization allows your webpage to get ranked so it
may serve as a marketing tool!
Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog
Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog
Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog
What Gets “Optimized?”
• Web site
• Web page (each article)
• Off-Page
• Social Media
• Local Search
• Review Sites
What Gets Optimized
Primary
• On-Page Sources
• Website
• Content (articles, posts,
pages)
Secondary
• Off-Page Sources
• Aggregator
• Facebook
• Yelp
• Angie’s List
• Healthgrades
• Social Media
• Links (backlinks)
Factors Increasing SEO
• Content
• Title Tag
• Inbound Links
• Perceived authority
• Outbound links
• Download speed
• Analytics, Sitemap
• Age of Domain
• Keyword Tool
• Social Media
• Mobile Responsive
Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog
3 Rs of Great Copywrite
• Relevant
• Refreshed
• Routinely
• Google (Bing, Yahoo) have separate algorithms for
ranking webpages (SEO algorithm).
• …..all have relevance as a primary variable.
What to Write About?
• Answers to health related questions
• Explanations given routinely
• E.g. “Causes of Red Eye”
• Don’t make treatment recommendations
• Observe HIPAA
• Editorial and Opinion are most valuable!
The Article
• Length
• Sub-headers
• Bullets
• Break up visually into paragraphs
• Write in 1st person
• Write to level of 8th grader
• Pretend your patient is in front of you.
Take Homes
• Title Tag
• Social Media ???
• Review Sites
• Local Search/SEO
• YouTube
• Webinar
• About Page
• Social Media Platforms
• Healthgrades – Claim
• Personal Websites
• Podcasts
About You
Who?
• 1st Person
• Hobbies
• Family
• Sports
What?
• 1st Person
• Elite college
• Elite medical school
• Elite training
• Elite diseases
• ..still awake?
Title Tag
<title>Board Certified Retina Specialist </title>
Social Media
• Website up?
• Website up to date?
• “Always under construction”
• ….Social media is not necessary for a medical office, but
can be an effective way to increase your marketing
outside of ‘search’…..but after your website is up and
running.
Platforms
• Facebook
• Google Plus
• Healthgrades (aggregators)
• Yelp
• Angie’s List
• Linked In?
• Twitter?
Healthgrades
• Aggregator
• Claim
• Use Healthgrades to your advantage for SEO
Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog
Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog
Local Search – Off Page SEO
• Aggregators
• Local Search
• Reputation
• Improve SEO
• Improve local SEO
Personal Website
• Increase your brand
• Differentiate yourself from partners
• Portable
• Eat what you kill
YouTube
• Video
• 2nd largest search engine
• Appeals to different learners
• Cost effective (cheap)
• Personal
• Avoid Professional Production
Podcast
• Appeals to different
learners
• Audio
• Very portable
• Grow exposure
Webinar
AAO 2018 | Saturday
Monitoring Your Online Reputation
11:45 – 12:15 PM
Location: Tech Pav
“Marketing 101
Kickstart Your Website, Social Media and
Blog”
1:00 -4:00 PM
Location: N427D
Course SPE 09
AAO 2018 | Sunday
New Online Regulations that Affect You
11:45 – 12:15 PM
Location: Tech Pav
220 – Live Website Analysis
2:00 – 3:00 PM
Location: S103D
AAO 2018 | Monday & Tuesday
Monday | October 29, 2018
Creating Effective Content
3:00-4:00 PM
Location: Tech Pav
Tuesday | October 30, 2018
633 – Protect Your Online Reputation/Improve Local SEO
10:15 – 11:15 AM
Location: S106B
To Your Success!
Randall V. Wong
Randall.V.Wong@gmail.com
1 of 47

Recommended

Live Website Analysis | AAO 2018 | Chicago | Wong | Medical Marketing Enterpr... by
Live Website Analysis | AAO 2018 | Chicago | Wong | Medical Marketing Enterpr...Live Website Analysis | AAO 2018 | Chicago | Wong | Medical Marketing Enterpr...
Live Website Analysis | AAO 2018 | Chicago | Wong | Medical Marketing Enterpr...Randall Wong, M.D.
504 views12 slides
Ramp up Your Digital Marketing Plan | Internet Marketing for Healthcare by
Ramp up Your Digital Marketing Plan | Internet Marketing for HealthcareRamp up Your Digital Marketing Plan | Internet Marketing for Healthcare
Ramp up Your Digital Marketing Plan | Internet Marketing for HealthcareRandall Wong, M.D.
557 views52 slides
Live Website Analysis | AAO 2014 | Wong by
Live Website Analysis | AAO 2014 | WongLive Website Analysis | AAO 2014 | Wong
Live Website Analysis | AAO 2014 | WongRandall Wong, M.D.
738 views14 slides
Use Blogging & Social Networking to Super Charge Your Website | AAO 2014 | Wong by
Use Blogging & Social Networking to Super Charge Your Website | AAO 2014 | WongUse Blogging & Social Networking to Super Charge Your Website | AAO 2014 | Wong
Use Blogging & Social Networking to Super Charge Your Website | AAO 2014 | WongRandall Wong, M.D.
756 views21 slides
Essential SEO Tools for Your Website | AAO 2015 | Randall Wong, M.D. by
Essential SEO Tools for Your Website | AAO 2015 | Randall Wong, M.D.Essential SEO Tools for Your Website | AAO 2015 | Randall Wong, M.D.
Essential SEO Tools for Your Website | AAO 2015 | Randall Wong, M.D.Randall Wong, M.D.
664 views26 slides
Use Blogging and Social Networking to Super Charge Your Website | Randall Won... by
Use Blogging and Social Networking to Super Charge Your Website | Randall Won...Use Blogging and Social Networking to Super Charge Your Website | Randall Won...
Use Blogging and Social Networking to Super Charge Your Website | Randall Won...Randall Wong, M.D.
526 views37 slides

More Related Content

What's hot

Use Blogging & Social Media to Super Charge Your Website by
Use Blogging & Social Media to Super Charge Your WebsiteUse Blogging & Social Media to Super Charge Your Website
Use Blogging & Social Media to Super Charge Your WebsiteRandall Wong, M.D.
1K views16 slides
Content Marketing: Getting Your Web Page Ranked by
Content Marketing:  Getting Your Web Page RankedContent Marketing:  Getting Your Web Page Ranked
Content Marketing: Getting Your Web Page RankedRandall Wong, M.D.
1.1K views40 slides
Dominate Local Search and Monitor Online Reputation Simultaeously by
Dominate Local Search and Monitor Online Reputation SimultaeouslyDominate Local Search and Monitor Online Reputation Simultaeously
Dominate Local Search and Monitor Online Reputation SimultaeouslyRandall Wong, M.D.
541 views26 slides
Search Engine Optimization (SEO) Made "Easy" by
Search Engine Optimization (SEO) Made "Easy"Search Engine Optimization (SEO) Made "Easy"
Search Engine Optimization (SEO) Made "Easy"Randall Wong, M.D.
660 views25 slides
#585 Essential SEO Tools for Your Website by
#585 Essential SEO Tools for Your Website#585 Essential SEO Tools for Your Website
#585 Essential SEO Tools for Your WebsiteRandall Wong, M.D.
975 views23 slides
Live Website Analysis | AAO 672 by
Live Website Analysis | AAO 672Live Website Analysis | AAO 672
Live Website Analysis | AAO 672Randall Wong, M.D.
481 views9 slides

What's hot(20)

Use Blogging & Social Media to Super Charge Your Website by Randall Wong, M.D.
Use Blogging & Social Media to Super Charge Your WebsiteUse Blogging & Social Media to Super Charge Your Website
Use Blogging & Social Media to Super Charge Your Website
Content Marketing: Getting Your Web Page Ranked by Randall Wong, M.D.
Content Marketing:  Getting Your Web Page RankedContent Marketing:  Getting Your Web Page Ranked
Content Marketing: Getting Your Web Page Ranked
Randall Wong, M.D.1.1K views
Dominate Local Search and Monitor Online Reputation Simultaeously by Randall Wong, M.D.
Dominate Local Search and Monitor Online Reputation SimultaeouslyDominate Local Search and Monitor Online Reputation Simultaeously
Dominate Local Search and Monitor Online Reputation Simultaeously
Randall Wong, M.D.541 views
Search Engine Optimization (SEO) Made "Easy" by Randall Wong, M.D.
Search Engine Optimization (SEO) Made "Easy"Search Engine Optimization (SEO) Made "Easy"
Search Engine Optimization (SEO) Made "Easy"
Randall Wong, M.D.660 views
How to Effectively Manage Your Business's Online Reputation by Doug Hay & Associates
How to Effectively Manage Your Business's Online ReputationHow to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online Reputation
Getting Started with Search Engine Optimization by Katherine Chalmers
Getting Started with Search Engine OptimizationGetting Started with Search Engine Optimization
Getting Started with Search Engine Optimization
Katherine Chalmers1.1K views
SEO, Security and other B2B Sales and Marketing Solutions by asTech
SEO, Security and other B2B Sales and Marketing Solutions SEO, Security and other B2B Sales and Marketing Solutions
SEO, Security and other B2B Sales and Marketing Solutions
asTech219 views
Authority building with relevance by Dejan SEO
Authority building with relevanceAuthority building with relevance
Authority building with relevance
Dejan SEO1.2K views
Seo how to climb the google ladder with seo april 2021 digital marketing europe by Jonny Ross
Seo how to climb the google ladder with seo april 2021 digital marketing europeSeo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Jonny Ross166 views
Anvil SIC 2011 SEO Presentation by Kent Lewis by Anvil Media, Inc.
Anvil SIC 2011 SEO Presentation by Kent LewisAnvil SIC 2011 SEO Presentation by Kent Lewis
Anvil SIC 2011 SEO Presentation by Kent Lewis
Anvil Media, Inc.558 views

Similar to Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog

Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1... by
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1...Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1...
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1...Randall Wong, M.D.
1.8K views48 slides
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015 by
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015Randall Wong, M.D.
763 views27 slides
Crash Couse in SEO | Randall Wong, M.D. | AAO 2015 by
Crash Couse in SEO | Randall Wong, M.D. | AAO 2015Crash Couse in SEO | Randall Wong, M.D. | AAO 2015
Crash Couse in SEO | Randall Wong, M.D. | AAO 2015Randall Wong, M.D.
455 views29 slides
SEO Training Courses Presentation by
SEO Training Courses PresentationSEO Training Courses Presentation
SEO Training Courses Presentationandy1005
501 views43 slides
Search Engine Optimization Tutorial by
Search Engine Optimization TutorialSearch Engine Optimization Tutorial
Search Engine Optimization TutorialTahasin Chowdhury
443 views66 slides
Business Network North SEO Seminar Notes Aug 2012 by
Business Network North SEO Seminar Notes Aug 2012Business Network North SEO Seminar Notes Aug 2012
Business Network North SEO Seminar Notes Aug 2012andy1005
461 views37 slides

Similar to Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog(20)

Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1... by Randall Wong, M.D.
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1...Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1...
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 1...
Randall Wong, M.D.1.8K views
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015 by Randall Wong, M.D.
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015
Randall Wong, M.D.763 views
Crash Couse in SEO | Randall Wong, M.D. | AAO 2015 by Randall Wong, M.D.
Crash Couse in SEO | Randall Wong, M.D. | AAO 2015Crash Couse in SEO | Randall Wong, M.D. | AAO 2015
Crash Couse in SEO | Randall Wong, M.D. | AAO 2015
Randall Wong, M.D.455 views
SEO Training Courses Presentation by andy1005
SEO Training Courses PresentationSEO Training Courses Presentation
SEO Training Courses Presentation
andy1005501 views
Business Network North SEO Seminar Notes Aug 2012 by andy1005
Business Network North SEO Seminar Notes Aug 2012Business Network North SEO Seminar Notes Aug 2012
Business Network North SEO Seminar Notes Aug 2012
andy1005461 views
What is digital media an intro for BSSIA by Moses Gomes
What is digital media   an intro for BSSIAWhat is digital media   an intro for BSSIA
What is digital media an intro for BSSIA
Moses Gomes741 views
SEO Search Engine Optimization Internet Marketing by Manny Sarmiento
SEO Search Engine Optimization Internet MarketingSEO Search Engine Optimization Internet Marketing
SEO Search Engine Optimization Internet Marketing
Manny Sarmiento2.8K views
SEO for Online Startups - Small Business Festival Victoria 2015 by Optimising
SEO for Online Startups - Small Business Festival Victoria 2015SEO for Online Startups - Small Business Festival Victoria 2015
SEO for Online Startups - Small Business Festival Victoria 2015
Optimising663 views
SEO for small business websites by nchenga
SEO for small business websitesSEO for small business websites
SEO for small business websites
nchenga2.5K views
Inbound School Marketing Webinar by HubSpot
Inbound School Marketing WebinarInbound School Marketing Webinar
Inbound School Marketing Webinar
HubSpot1.7K views
SEO for microbusinesses by Sam shetty
SEO  for microbusinessesSEO  for microbusinesses
SEO for microbusinesses
Sam shetty444 views
Digital Marketing Overview for Marist College by Stephen Lella
Digital Marketing Overview for Marist CollegeDigital Marketing Overview for Marist College
Digital Marketing Overview for Marist College
Stephen Lella1.2K views
Seo101hubspotmay2008 1216274334472848-8 by elementpr
Seo101hubspotmay2008 1216274334472848-8Seo101hubspotmay2008 1216274334472848-8
Seo101hubspotmay2008 1216274334472848-8
elementpr650 views
Search Marketing for Hoteliers by Eight Trails
Search Marketing for HoteliersSearch Marketing for Hoteliers
Search Marketing for Hoteliers
Eight Trails454 views
Class 6 seo class by TheEmaven
Class 6   seo class Class 6   seo class
Class 6 seo class
TheEmaven200 views

More from Randall Wong, M.D.

CostSeg Energy Solutions by
CostSeg Energy SolutionsCostSeg Energy Solutions
CostSeg Energy SolutionsRandall Wong, M.D.
177 views17 slides
Add Life to Your Website | Alternative Digital Platforms to Market Your Pract... by
Add Life to Your Website | Alternative Digital Platforms to Market Your Pract...Add Life to Your Website | Alternative Digital Platforms to Market Your Pract...
Add Life to Your Website | Alternative Digital Platforms to Market Your Pract...Randall Wong, M.D.
391 views18 slides
Developing Effective Content for Your Website | TECH 01 by
Developing Effective Content for Your Website | TECH 01Developing Effective Content for Your Website | TECH 01
Developing Effective Content for Your Website | TECH 01Randall Wong, M.D.
507 views17 slides
Managing Your Online Reputation by
Managing Your Online ReputationManaging Your Online Reputation
Managing Your Online ReputationRandall Wong, M.D.
2.9K views25 slides
Building YO Brand | Young Ophthalmologists | AAO 2014 | Wong by
Building YO Brand | Young Ophthalmologists | AAO 2014 | WongBuilding YO Brand | Young Ophthalmologists | AAO 2014 | Wong
Building YO Brand | Young Ophthalmologists | AAO 2014 | WongRandall Wong, M.D.
1.1K views13 slides
You Are What You Market: Young Ophthalmologists, AAO By Randall Wong, M.D. by
You Are What You Market:  Young Ophthalmologists, AAO By Randall Wong, M.D.You Are What You Market:  Young Ophthalmologists, AAO By Randall Wong, M.D.
You Are What You Market: Young Ophthalmologists, AAO By Randall Wong, M.D.Randall Wong, M.D.
877 views9 slides

More from Randall Wong, M.D.(13)

Add Life to Your Website | Alternative Digital Platforms to Market Your Pract... by Randall Wong, M.D.
Add Life to Your Website | Alternative Digital Platforms to Market Your Pract...Add Life to Your Website | Alternative Digital Platforms to Market Your Pract...
Add Life to Your Website | Alternative Digital Platforms to Market Your Pract...
Randall Wong, M.D.391 views
Developing Effective Content for Your Website | TECH 01 by Randall Wong, M.D.
Developing Effective Content for Your Website | TECH 01Developing Effective Content for Your Website | TECH 01
Developing Effective Content for Your Website | TECH 01
Randall Wong, M.D.507 views
Building YO Brand | Young Ophthalmologists | AAO 2014 | Wong by Randall Wong, M.D.
Building YO Brand | Young Ophthalmologists | AAO 2014 | WongBuilding YO Brand | Young Ophthalmologists | AAO 2014 | Wong
Building YO Brand | Young Ophthalmologists | AAO 2014 | Wong
Randall Wong, M.D.1.1K views
You Are What You Market: Young Ophthalmologists, AAO By Randall Wong, M.D. by Randall Wong, M.D.
You Are What You Market:  Young Ophthalmologists, AAO By Randall Wong, M.D.You Are What You Market:  Young Ophthalmologists, AAO By Randall Wong, M.D.
You Are What You Market: Young Ophthalmologists, AAO By Randall Wong, M.D.
Randall Wong, M.D.877 views
#525 Mitigating Legal Risks: Social Media and the Doctor's Dilemma by Randall Wong, M.D.
#525 Mitigating Legal Risks:  Social Media and the Doctor's Dilemma#525 Mitigating Legal Risks:  Social Media and the Doctor's Dilemma
#525 Mitigating Legal Risks: Social Media and the Doctor's Dilemma
Randall Wong, M.D.8.8K views
#397: Social Media and the Workplace: Legal, Ethical and Practical Issues..." by Randall Wong, M.D.
#397:  Social Media and the Workplace:  Legal, Ethical and Practical Issues..."#397:  Social Media and the Workplace:  Legal, Ethical and Practical Issues..."
#397: Social Media and the Workplace: Legal, Ethical and Practical Issues..."
Randall Wong, M.D.1.3K views
Ranking Your Website: Intro to SEO, Content Marketing and Social Media by Randall Wong, M.D.
Ranking Your Website:  Intro to SEO, Content Marketing and Social MediaRanking Your Website:  Intro to SEO, Content Marketing and Social Media
Ranking Your Website: Intro to SEO, Content Marketing and Social Media
Randall Wong, M.D.481 views
Creating Your First Website Using Wordpress.org and "Self Hosting" by Randall Wong, M.D.
Creating Your First Website Using Wordpress.org and "Self Hosting"Creating Your First Website Using Wordpress.org and "Self Hosting"
Creating Your First Website Using Wordpress.org and "Self Hosting"
Randall Wong, M.D.4.2K views
Creating Your First Site: Using Wordpress.org and "Self Hosting" by Randall Wong, M.D.
Creating Your First Site:  Using Wordpress.org and "Self Hosting"Creating Your First Site:  Using Wordpress.org and "Self Hosting"
Creating Your First Site: Using Wordpress.org and "Self Hosting"
Randall Wong, M.D.423 views

Recently uploaded

this is superops_v5.pdf by
this is superops_v5.pdfthis is superops_v5.pdf
this is superops_v5.pdfkowsikpirabhusr1
32 views27 slides
AZoNetwork Editorial Calendar 2024.pdf by
AZoNetwork Editorial Calendar 2024.pdfAZoNetwork Editorial Calendar 2024.pdf
AZoNetwork Editorial Calendar 2024.pdfRebecca731061
27 views15 slides
Email Marketing KPI Report by
Email Marketing KPI ReportEmail Marketing KPI Report
Email Marketing KPI ReportAnna Sharma
6 views14 slides
How to create and present logo. pdf by
How to create and present logo. pdfHow to create and present logo. pdf
How to create and present logo. pdfGaurav Singh
25 views16 slides
The Canvas of Creative Mastery Newsletter_November 2023 by
The Canvas of Creative Mastery Newsletter_November 2023The Canvas of Creative Mastery Newsletter_November 2023
The Canvas of Creative Mastery Newsletter_November 2023AmirYakdi
116 views24 slides
service marketing ppt.pdf by
service marketing ppt.pdfservice marketing ppt.pdf
service marketing ppt.pdfAbhishek Shahane
7 views24 slides

Recently uploaded(20)

AZoNetwork Editorial Calendar 2024.pdf by Rebecca731061
AZoNetwork Editorial Calendar 2024.pdfAZoNetwork Editorial Calendar 2024.pdf
AZoNetwork Editorial Calendar 2024.pdf
Rebecca73106127 views
Email Marketing KPI Report by Anna Sharma
Email Marketing KPI ReportEmail Marketing KPI Report
Email Marketing KPI Report
Anna Sharma6 views
How to create and present logo. pdf by Gaurav Singh
How to create and present logo. pdfHow to create and present logo. pdf
How to create and present logo. pdf
Gaurav Singh25 views
The Canvas of Creative Mastery Newsletter_November 2023 by AmirYakdi
The Canvas of Creative Mastery Newsletter_November 2023The Canvas of Creative Mastery Newsletter_November 2023
The Canvas of Creative Mastery Newsletter_November 2023
AmirYakdi116 views
Digityum Digital Marketing Agency by Digityum
Digityum Digital Marketing AgencyDigityum Digital Marketing Agency
Digityum Digital Marketing Agency
Digityum8 views
Digital Marketing Tips to Survive the Global Inflation by Jomer Gregorio
Digital Marketing Tips to Survive the Global InflationDigital Marketing Tips to Survive the Global Inflation
Digital Marketing Tips to Survive the Global Inflation
Jomer Gregorio9 views
E-commerce Marketing by Nabil Abidi
E-commerce MarketingE-commerce Marketing
E-commerce Marketing
Nabil Abidi72 views
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend by Search Engine Journal
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad SpendSaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
Marketing Stories 2023 - Year in Review.pdf by Digital Uncovered
Marketing Stories 2023 - Year in Review.pdfMarketing Stories 2023 - Year in Review.pdf
Marketing Stories 2023 - Year in Review.pdf
7 Benefits of Child Welfare Management Software by jeremyray18
7 Benefits of Child Welfare Management Software7 Benefits of Child Welfare Management Software
7 Benefits of Child Welfare Management Software
jeremyray189 views
SEO Sessions - Search Engine Optimization by Abdul Wahab
SEO Sessions - Search Engine OptimizationSEO Sessions - Search Engine Optimization
SEO Sessions - Search Engine Optimization
Abdul Wahab5 views
Weekly Media Update_04_12_2023.pdf by BalmerLawrie
Weekly Media Update_04_12_2023.pdfWeekly Media Update_04_12_2023.pdf
Weekly Media Update_04_12_2023.pdf
BalmerLawrie30 views

Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog

  • 1. MARKETING 101 KICKSTART YOUR WEBSITE, SOCIAL MEDIA & BLOG Randall V. Wong, M.D. AAO 2018 | Chicago | SPEO9
  • 2. Financial Disclosure • I have the following financial interests or relationships to disclose: • Co-Founder: • Medical Marketing Enterprises, LLC • Sunrise Hosting Services, LLC • RussandRandy.com
  • 3. Goals for Today • Define Website vs. Blog • Types of Websites • Components of Website • Content Marketing is the only way to achieve and maintain high rankings • What is SEO? • What Needs to be Optimized
  • 4. Marketing Solving the problems or answering the needs of your customers/patients
  • 6. Website | “Looks Great” • Static • Navigation • Coded for Appearance (HTML) • Graphics • Logos • “Website” is based upon design – little ability to rank. • NOTE: “Live Website Analysis” Sunday • 2:00 PM S103D • Randall.V.Wong@gmail.com
  • 7. Blog • Customized Design • Coded for Optimization (SEO) • Dynamically add content, add function gradually • Has Marketing Value (i.e. ranks with Google) • ALL websites in 2018 should be constructed on “blogging software”
  • 8. Content Management System (CMS) • aka “Blog” • Has turn-key design, fully customizable • Templates, inexpensive • Mobile responsive • Best of 2 worlds • Design • Optimization
  • 9. “Blogs” • Ability for user to add content • Question/Comment • Allows website owner to add content (the doctor) • Server Based • Easily add content from anywhere • Can you use a word processor? • Mobile phone
  • 10. Wordpress.org • Best CMS • Largest • Inexpensive • Most function • Free
  • 11. Wordpress.org • Largest and most widely used CMS • Extreme flexibility • Best for SEO • Plugins • Open-source
  • 12. Content Management System (CMS) • CMS = “Blogging Software” • Wordpress.com • Wordpress.org – the best • Blogger • Drupal, Joomla
  • 13. Caution | Beware of Free • Wordpress.com • Blogger/Blogspot • Wix • SquareSpace
  • 14. Hosted vs. Self-Hosted • Wordpress.org: The most popular CMS • Self-hosted • GoDaddy, Bluehost, Host Gator • Hosted Programs • Wordpress.com • Blogger • Managed Hosting • Sunrise Hosting • Virtual IT
  • 15. 3 Types of Websites • Good - Resource (Static, No SEO) – can’t rank • Better - Marketing (Dynamic, SEO) – high rankings • Best - Interactive (Dynamic, SEO, “Blog”) – ranks & engages • Websites differ based upon content…….
  • 16. Goal of Website • Rank • Grab attention – Engage patient • Provide Value • Build Trust …this takes time, yet when done well, is the key to growing your practice
  • 17. Design • Visual Appeal • Colors • Graphics • Video • Logos • Ease of Navigation • Mobile Responsive? • Website design was obsolete – it may have value for Google rankings.
  • 18. Best Website? • Self Hosted • CMS – e.g. Wordpress.org • Design • Content – Optimized (marketing value) • CMS or “Blogs” offer both design….and the best for SEO. Therefore, the “Best” website has customized designed and is optimized (i.e. gets high rankings Search Engines.”
  • 19. Best Website? Choose a platform which can grow with your marketing needs. CMS offer these solutions.
  • 20. What is Optimization? • Search Engine Optimization (SEO) • The process of translating the content of your web page to a format easily understood by search engines (Google, Bing, Yahoo) • SEO only applies to websites with content. • SEO only applies to content marketing. • SEO is fundamental to anyone marketing a service or sales. • Optimization allows your webpage to get ranked so it may serve as a marketing tool!
  • 24. What Gets “Optimized?” • Web site • Web page (each article) • Off-Page • Social Media • Local Search • Review Sites
  • 25. What Gets Optimized Primary • On-Page Sources • Website • Content (articles, posts, pages) Secondary • Off-Page Sources • Aggregator • Facebook • Yelp • Angie’s List • Healthgrades • Social Media • Links (backlinks)
  • 26. Factors Increasing SEO • Content • Title Tag • Inbound Links • Perceived authority • Outbound links • Download speed • Analytics, Sitemap • Age of Domain • Keyword Tool • Social Media • Mobile Responsive
  • 28. 3 Rs of Great Copywrite • Relevant • Refreshed • Routinely • Google (Bing, Yahoo) have separate algorithms for ranking webpages (SEO algorithm). • …..all have relevance as a primary variable.
  • 29. What to Write About? • Answers to health related questions • Explanations given routinely • E.g. “Causes of Red Eye” • Don’t make treatment recommendations • Observe HIPAA • Editorial and Opinion are most valuable!
  • 30. The Article • Length • Sub-headers • Bullets • Break up visually into paragraphs • Write in 1st person • Write to level of 8th grader • Pretend your patient is in front of you.
  • 31. Take Homes • Title Tag • Social Media ??? • Review Sites • Local Search/SEO • YouTube • Webinar • About Page • Social Media Platforms • Healthgrades – Claim • Personal Websites • Podcasts
  • 32. About You Who? • 1st Person • Hobbies • Family • Sports What? • 1st Person • Elite college • Elite medical school • Elite training • Elite diseases • ..still awake?
  • 33. Title Tag <title>Board Certified Retina Specialist </title>
  • 34. Social Media • Website up? • Website up to date? • “Always under construction” • ….Social media is not necessary for a medical office, but can be an effective way to increase your marketing outside of ‘search’…..but after your website is up and running.
  • 35. Platforms • Facebook • Google Plus • Healthgrades (aggregators) • Yelp • Angie’s List • Linked In? • Twitter?
  • 36. Healthgrades • Aggregator • Claim • Use Healthgrades to your advantage for SEO
  • 39. Local Search – Off Page SEO • Aggregators • Local Search • Reputation • Improve SEO • Improve local SEO
  • 40. Personal Website • Increase your brand • Differentiate yourself from partners • Portable • Eat what you kill
  • 41. YouTube • Video • 2nd largest search engine • Appeals to different learners • Cost effective (cheap) • Personal • Avoid Professional Production
  • 42. Podcast • Appeals to different learners • Audio • Very portable • Grow exposure
  • 44. AAO 2018 | Saturday Monitoring Your Online Reputation 11:45 – 12:15 PM Location: Tech Pav “Marketing 101 Kickstart Your Website, Social Media and Blog” 1:00 -4:00 PM Location: N427D Course SPE 09
  • 45. AAO 2018 | Sunday New Online Regulations that Affect You 11:45 – 12:15 PM Location: Tech Pav 220 – Live Website Analysis 2:00 – 3:00 PM Location: S103D
  • 46. AAO 2018 | Monday & Tuesday Monday | October 29, 2018 Creating Effective Content 3:00-4:00 PM Location: Tech Pav Tuesday | October 30, 2018 633 – Protect Your Online Reputation/Improve Local SEO 10:15 – 11:15 AM Location: S106B
  • 47. To Your Success! Randall V. Wong Randall.V.Wong@gmail.com

Editor's Notes

  1. Medical Marketing Enterprises, LLC was started to teach and consult for Healthcare and Medical Internet Marketing. RussandRandy.com is a podcast focused on Healthcare and Medical Internet Marketing. I am a retina specialist practicing in Fairfax, Virginia.
  2. We are going to build a website on Wordpress.org. We’ll create some content. Optimize and publish. Add some 3rd party plugins, too.
  3. At the heart of a modern website is the CMS, aka content management system. It’s basically the “program” which builds websites. There are free versions such as Wordpress.com and Blogger. I’ll recommend why the only platform to use is Wordpress.org. .com vs. .org…..very similar, but .com has more limitations, but is free and is hosted.
  4. 123rf
  5. Wordpress.org gives you the most freedom in terms of design and function. You have to be responsible for hosting versus the .com version is hosted on “their” servers. Not to worry, buying hosting for a medical practice website is really, really cheap. Say, < $10/month!
  6. One advantage of using a CMS such as WP.org is that you can easily change your website depending upon your needs. Most practices have a “resource” type site; hours of operation, about pages, directions, insurance information, etc. No marketing value, but at least a footprint on the web. With time, you may want to change or add function….no problem with CMS such as Wordpress (really anything blog).
  7. In conclusion, we’ll develop our own site and experience how easy is to create content, design a website and add function. If needed….maybe we can integrate social media too!
  8. 20017869s.jpg 123rf.com
  9. SEO is the process of translating your website’s text, or content, into meaningful data understood by the search engines. It allows you to convey the proper information to the search engines so your pages may outrank your competitors. Your website, with proper optimization can become your best marketing tool with the best ROI!
  10. This is what the search engines “see.”
  11. 47629848_s.jpg 123rf.com