Scott Eklund teaches Plastic Surgeons and Cosmetic Surgeons how to better market their practice online. Presentation recorded at the 2014 American Academy of Cosmetic Surgery's Annual Conference

1. PRESENTED BY SCOTT EKLUND
Stop Chasing Rankings
Start Building Relationships

2. 2 Main Drivers
• Improvements in Google’s Search Algorithms
• Increase in 1 to Many Relationships with Social Media

3. SEO Used to be About Two Things
• Keywords
• Links

4. This Led to a lot of Keyword Stuffing
and Shady Link Building

5. This Used
to Work!

6. Not Anymore

7. Google’s Goal
• Provide the Best User Experience Possible

8. Your Marketing Goal
• Provide the Best User Experience Possible

10. What We Thought
Was Most Important
SOURCE: DEJAN SEO – IMPACT OF RANKINGS ON SERP

11. Similar Findings
SOURCE: MOZ – CLICK THROUGH RATE FOR DIFFERENT QUERIES

12. What's More Important?
• Being # 1 in Google
• Being # 1 in Booked Procedures

13. How do we Market to This?

14. Better Content

15. Content is king image here need red 16:9

16. Two Considerations
• What do Patients Really Want?
• Right Message at the Right Time

17. “People don’t want to buy a quarter-inch
drill. They want a quarter-inch hole.”
- Theodore Levitt

18. Questions You Should Answer
• What is the benefit of this procedure?
• What are the risks with this procedure?
• What are the costs and logistical considerations?
• Does this person seem like they know what their talking about?
• What is the quality of their previous work?
• Can I trust this person with such a huge decision about my body?

19. What are the Benefits of this Procedure?
• Benefits and features
• Lifestyle shots

20. What are the Risks?
• Be honest and transparent
• Talk about risks, and how you do excellent work to mitigate these
risks.

21. Cost, Financing, and Logistics
• Recovery time
• Accommodations for travelers
• Follow up consultations

22. What is the Quality of Their Work?
• Links to before and after photos
• 3rd most visited area after
Homepage and About Us page

23. Can I Trust Them?
• About Us section
• Tour of facility
• Awards you have won
• Charities or Fundraisers
• Testimonials

24. Better Content

25. Better Content
Better Sharing

26. What is Social Media
• Latest Specials
• Latest 5k
• Someone’s birthday

27. Your Goal
• Get them to know, like, and trust you

29. How to Get There
• Useful content
• Transparency
• Conversational tone, but still come across as an expert

30. “Though our instincts might tell us that
it’s risky being different, the greater risk
is in being the same as your competitors,
as you make it harder for people to
understand why your brand is the better
choice.”
- Aaron Walter

31. They Get It

32. Spotlight Your Unique Brand Personality

33. Showcase Your Brand’s Cause

34. Curate What They Love

35. Showcase Your Patients

36. Set up Offline Events

37. Important – Measure What Matters

38. More Important – DO What Matters
Even if it Can’t be Measured

39. Return on Investment
• Branding: Tell your Practice’s story
• Customer Loyalty: Why even look at competitors?
• Customer Evangelism & Referrals: Share their experience with
friends, encourage others to visit your Practice
• Customer Feedback: Use suggestions & feedback to improve areas
where patient experience is lacking

40. The Excuse
• “We can’t justify doing something our competitors aren’t.”

41. The Excuse
• “We can’t justify doing something our competitors aren’t.”
The Reality
• Mimicking the competition ensures you will always trail them

42. The Excuse
• “We maintain a strictly professional image online.”

43. The Excuse
• “We maintain a strictly professional image online.”
The Reality
• Your patients don’t know how you’re different and better, your
employees aren’t empowered to interact with patients.

44. You give your patients
the best possible care in the OR
Give the best possible care online

45. THANK YOU FOR YOUR TIME
Twitter Handle: @seklund
LinkedIn: www.linkedin.com/in/seklund
Personal Website: www.fliptopmedia.com