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Ramp up Your Digital Marketing Plan | Internet Marketing for Healthcare

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This was presented at the 2019 AAO (American Academy of Ophthalmology) meeting in San Francisco.

Launching and maintaining a digital marketing strategy involves many moving parts. At the heart of your marketing strategy is a website. Your website should be up to date and optimized for best performance. Best practices and tips are reviewed for updating and improving the ability of your site to rank.

If you need to start a website, we review the different types of plans, for instance, hosted vs. self-hosted sites. There are free website building platforms, but there are some potential pitfalls you'd like to avoid.

Optimization (SEO) is the process of getting your website to rank. CMS (content management systems) allow the flexibility of turnkey design combined with a platform to best optimize your website.

Other digital marketing strategies are explored as well: Youtube, podcasts and webinars are alternative ways to market your practice...after your website is established.

Randall Wong, M.D.
www.MedicalMarketingEnterprises.com
www.RussandRandy.com
www.SunriseHostingServices.com
randall.v.wong@gmail.com

Published in: Marketing
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Ramp up Your Digital Marketing Plan | Internet Marketing for Healthcare

  1. 1. MARKETING 101 KICKSTART YOUR WEBSITE, SOCIAL MEDIA & BLOG Randall V. Wong, M.D. AAO 2019 | San Francisco | SPE34
  2. 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. 3. Randall Wong, M.D. • Ophthalmologist • Online Marketing • Medical Marketing Enterprises, LLC • Healthcare & Medical Internet Marketing • SEO • Reputation Management • Sunrise Hosting Services, LLC • Managed website hosting (virtual IT)
  4. 4. Goals for Today • Define Website vs. Blog • Types of Websites • Hosting • GoDaddy • Bluehost • Sunrise • Components of Website • Content Marketing is the only way to achieve and maintain high rankings • What is SEO? • What Needs to be Optimized
  5. 5. Marketing Solving the problems or answering the needs of your customers/patients
  6. 6. Website | “Looks Great” • Static • Navigation • Coded for Appearance (HTML) • Graphics • Logos • “Website” is based upon design – little ability to rank.
  7. 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 2019 should be constructed on “blogging software”
  8. 8. Content Management System (CMS) • aka “Blog” • Has turn-key design, fully customizable • Templates, inexpensive • Mobile responsive • Best of 2 worlds • Design • Optimization
  9. 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. 10. Wordpress.org • Best CMS • Largest • Inexpensive • Most function • Free
  11. 11. Wordpress.org • Largest and most widely used CMS • Extreme flexibility • Best for SEO • Plugins • Open-source
  12. 12. Content Management System (CMS) • CMS = “Blogging Software” • Wordpress.com • Wordpress.org – the best • Blogger • Drupal, Joomla
  13. 13. Caution | Beware of Free • Wordpress.com • Blogger/Blogspot • Wix • SquareSpace
  14. 14. HOSTING Where does your website live?
  15. 15. Hosted vs. Self-Hosted • Wordpress.org: The most popular CMS • Self-hosted • GoDaddy, Bluehost, Host Gator, Sunrise Hosting • Hosted Programs • Wordpress.com • Blogger • Managed Hosting • Sunrise Hosting • Virtual IT
  16. 16. Hosting • “Self Hosted” • GoDaddy • Bluehost • Sunrise Hosting • Shared Hosting • Security • Malware • DNS • Uptime • Backups
  17. 17. TYPES OF WEBSITES There’s more than one?
  18. 18. 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…….
  19. 19. 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
  20. 20. Design • Visual Appeal • Colors • Graphics • Video • Logos • Ease of Navigation • Mobile Responsive? • Website design was obsolete – it may have value for Google rankings.
  21. 21. 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.”
  22. 22. Best Website? Choose a platform which can grow with your marketing needs. CMS offer these solutions.
  23. 23. CONTENT MARKETING aka SEO
  24. 24. 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!
  25. 25. What Gets “Optimized?” • Web site • Web page (each article) • Off-Page • Social Media • Local Search • Review Sites
  26. 26. 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)
  27. 27. 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. 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. 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. 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. 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. 32. About You Who? • 1st Person • Hobbies • Family • Sports What? • 1st Person • Elite college • Elite medical school • Elite training • Elite diseases • ..still awake?
  33. 33. Title Tag <title>Board Certified Retina Specialist </title>
  34. 34. OTHER DIGITAL STRATEGIES Social Media, Podcast, YouTube, Webinar
  35. 35. 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.
  36. 36. Platforms • Facebook • Google Plus • Healthgrades (aggregators) • Yelp • Angie’s List • Linked In? • Twitter?
  37. 37. Healthgrades • Aggregator • Claim • Use Healthgrades to your advantage for SEO
  38. 38. Local Search – Off Page SEO • Aggregators • Local Search • Reputation • Improve SEO • Improve local SEO
  39. 39. Personal Website • Increase your brand • Differentiate yourself from partners • Portable • Eat what you kill
  40. 40. YouTube • Video • 2nd largest search engine • Appeals to different learners • Cost effective (cheap) • Personal • Avoid Professional Production
  41. 41. Podcast • Appeals to different learners • Audio • Very portable • Grow exposure
  42. 42. Webinar
  43. 43. QUESTIONS? Cookies, HTTPS, GDBR
  44. 44. To Your Success! Randall V. Wong Randall.V.Wong@gmail.com

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