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

5.
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

6.
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”

7.
Content Management System (CMS)
• aka “Blog”
• Has turn-key design, fully customizable
• Templates, inexpensive
• Mobile responsive
• Best of 2 worlds
• Design
• Optimization

8.
“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

9.
Wordpress.org
• Best CMS
• Largest
• Inexpensive
• Most function
• Free

10.
Wordpress.org
• Largest and most widely used CMS
• Extreme flexibility
• Best for SEO
• Plugins
• Open-source

11.
Content Management System (CMS)
• CMS = “Blogging Software”
• Wordpress.com
• Wordpress.org – the best
• Blogger
• Drupal, Joomla

12.
Caution | Beware of Free
• Wordpress.com
• Blogger/Blogspot
• Wix
• SquareSpace

13.
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

14.
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…….

15.
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

16.
Design
• Visual Appeal
• Colors
• Graphics
• Video
• Logos
• Ease of Navigation
• Mobile Responsive?
• Website design was obsolete – it may have value for
Google rankings.

17.
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.”

18.
Best Website?
Choose a platform
which can grow with
your marketing needs.
CMS offer these solutions.

19.
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!

20.
What Gets “Optimized?”
• Web site
• Web page (each article)
• Off-Page
• Social Media
• Local Search
• Review Sites

21.
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)

22.
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

23.
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.

24.
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!

25.
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.

26.
Take Homes
• Title Tag
• Social Media ???
• Review Sites
• Local Search/SEO
• YouTube
• Webinar
• About Page
• Social Media Platforms
• Healthgrades – Claim
• Personal Websites
• Podcasts

27.
About You
Who?
• 1st Person
• Hobbies
• Family
• Sports
What?
• 1st Person
• Elite college
• Elite medical school
• Elite training
• Elite diseases
• ..still awake?

28.
Title Tag
<title>Board Certified Retina Specialist </title>

29.
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.

30.
Platforms
• Facebook
• Google Plus
• Healthgrades (aggregators)
• Yelp
• Angie’s List
• Linked In?
• Twitter?

31.
Healthgrades
• Aggregator
• Claim
• Use Healthgrades to your advantage for SEO

32.
Local Search – Off Page SEO
• Aggregators
• Local Search
• Reputation
• Improve SEO
• Improve local SEO

33.
Personal Website
• Increase your brand
• Differentiate yourself from partners
• Portable
• Eat what you kill

34.
YouTube
• Video
• 2nd largest search engine
• Appeals to different learners
• Cost effective (cheap)
• Personal
• Avoid Professional Production

35.
Podcast
• Appeals to different
learners
• Audio
• Very portable
• Grow exposure

36.
Webinar

37.
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

38.
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

39.
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

40.
To Your Success!
Randall V. Wong
Randall.V.Wong@gmail.com