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Online marketing for NHS Private Patient Units: Part 1 - Attracting patients

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Keith Pollard from Private Healthcare UK looks at the role of search engine optimisation in attracting patients to private healthcare facilities. The presentation highlights the importance of targeting the long tail of search terms, and how this approach ensures that you attract "active treatment seekers" - people who are potential purchasers of your private treatment services.

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Online marketing for NHS Private Patient Units: Part 1 - Attracting patients

  1. 1. ONLINE MARKETING FOR NHS PRIVATE PATIENT UNITS PART 1: ATTRACTING PATIENTS Keith Pollard, Private Healthcare UK© Intuition Communication Ltd 2012
  2. 2. Content How we do it What we How you do can do it! Intuition© Intuition Communication Ltd 2012
  3. 3. Our UK network© Intuition Communication Ltd 2012
  4. 4. Our UK network© Intuition Communication Ltd 2012
  5. 5. Connecting you with patients Patients and Private Healthcare consumers Healthcare providers • Any type UK and services • Anywhere • Advice • Any type • Options • Anywhere 500,000 visitors per month© Intuition Communication Ltd 2012
  6. 6. Our aim Create Attract Engage Convert Lead© Intuition Communication Ltd 2012
  7. 7. The smart patient • Patients compare the prices • Patients compare the offering • Patients make multiple comparisons!© Intuition Communication Ltd 2012
  8. 8. Our aim Create Attract Engage Convert Lead© Intuition Communication Ltd 2012
  9. 9. Attract Banner advertising Search Engine Pay Per Click Optimisation Content Social media marketing© Intuition Communication Ltd 2012
  10. 10. Attract Banner advertising Search Engine Pay Per Click Optimisation Content Social media marketing© Intuition Communication Ltd 2012
  11. 11. The private healthcare haystack! Today internet helps “The on Google..... consumers find the right needle in a digital 19.5 milliondata.” haystack of search results contain “private healthcare” ~Jared Sandberg, Wall Street Journal© Intuition Communication Ltd 2012
  12. 12. Google’s golden triangle Eye tracking study conducted by search marketing firms Enquiro© Intuition Communication Ltd 2012 and Did-it
  13. 13. Google’s golden triangle Organic results! Eye tracking study conducted by search marketing firms Enquiro© Intuition Communication Ltd 2012 and Did-it
  14. 14. Search for “private cancer specialist”© Intuition Communication Ltd 2012
  15. 15. Search for “private cancer specialist”© Intuition Communication Ltd 2012
  16. 16. Search for “NHS private units”© Intuition Communication Ltd 2012
  17. 17. Search for “NHS private units”© Intuition Communication Ltd 2012
  18. 18. So…. how do we do it?© Intuition Communication Ltd 2012
  19. 19. The doctor: Mr Snooze-Smith • Newly qualified ENT surgeon • Sleep and snoring problems • New wife...... • New house.... • New rooms in Harley Street • Let’s register: www.sleepspecialist.com© Intuition Communication Ltd 2012
  20. 20. Too late!© Intuition Communication Ltd 2012
  21. 21. The doctor: Mr Snooze-Smith www.sleep-specialist.co.uk© Intuition Communication Ltd 2012
  22. 22. The patient (and Mrs Sleepless)© Intuition Communication Ltd 2012
  23. 23. Making the connection www.sleep-specialist.co.uk© Intuition Communication Ltd 2012
  24. 24. Google Keyword Tool© Intuition Communication Ltd 2012
  25. 25. Google Keyword Tool • snoring • sleep disorders • snoring treatment • sleep apnoea • sleep clinic • sleep specialist • sleep consultant • snoring specialist© Intuition Communication Ltd 2012
  26. 26. Over 200 terms.... Keywords Searches snoring 1,000,000 sleep disorder 165,000 ->->->->-> sleep apnea treatment 40,500 snoring surgery 33,100 ->->->->-> sleep doctors 14,800 sleep specialist 12,100 ->->->->-> sleeping clinic 1,000 stop snoring solutions 880© Intuition Communication Ltd 2012
  27. 27. The long tail of search terms Sleep disorder related search terms 1,000,000 900,000 800,000 sleep apnea treatment sleep doctors sleep clinic sleep lab somnoplasty 700,000 cpap machine sleep problem sleep apena snoring sleep treatment sleep pro sleep centre 600,000 stop snoring to stop snoring sleeping disorders snoring aids snoring stop anti snoring snoring surgery snoring devices 500,000 sleep mask obstructive sleep apnea sleep surgery snoring solutions sleep disorder ent specialist sleep apnoea snore relief 400,000 sleep disorders apnea treatment how to stop snoring sleep specialist better sleep apnoea insomnia treatment snoring help sleep center sleep insomnia snore stop snoring chin strap 300,000 sleep help snoring remedies stop snore snoring mouth guard sleep study snoring sleep snore pillow sleep labs 200,000 anti snore sleep apnia sleep disorders center 100,000 0 1 6 101 106 111 116 121 126 131 136 141 146 151 156 161 166 171 176 181 186 191 196 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96© Intuition Communication Ltd 2012
  28. 28. The long tail of search terms Sleep disorder related search terms 1,000,000 900,000 800,000 sleep apnea treatment sleep doctors sleep clinic sleep lab somnoplasty 700,000 cpap machine sleep problem sleep apena snoring sleep treatment sleep pro sleep centre 600,000 stop snoring to stop snoring sleeping disorders snoring aids snoring stop anti snoring snoring surgery snoring devices 500,000 sleep mask obstructive sleep apnea sleep surgery snoring solutions sleep disorder ent specialist sleep apnoea snore relief 400,000 sleep disorders apnea treatment how to stop snoring sleep specialist better sleep apnoea insomnia treatment snoring help sleep center sleep insomnia snore stop snoring chin strap 300,000 sleep help snoring remedies stop snore snoring mouth guard sleep study snoring sleep snore pillow sleep labs 200,000 anti snore sleep apnia sleep disorders center 100,000 0 1 6 101 106 111 116 121 126 131 136 141 146 151 156 161 166 171 176 181 186 191 196 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96© Intuition Communication Ltd 2012
  29. 29. Target audience on Google “Active treatment Symptoms Diagnosis seeker” • snoring • causes of snoring • sleep clinic • sleep problem • sleep study • sleep centre • insomnia • sleep disorder • sleep consultants • sleep apnoea • snoring centre • help with snoring • snoring product • stop snoring pillows© Intuition Communication Ltd 2012
  30. 30. Making the connection www.sleep-specialist.co.uk© Intuition Communication Ltd 2012
  31. 31. Success!© Intuition Communication Ltd 2012
  32. 32. Attract Banner advertising Search Engine Pay Per Click Optimisation Content Social media marketing© Intuition Communication Ltd 2012
  33. 33. Our aim Create Attract Engage Convert Lead© Intuition Communication Ltd 2012
  34. 34. Want to know more? • Private Healthcare Blog www.privatehealthcare.co.uk/blog • Contact: Tracey Tragen traceytragen@privatehealth.co.uk • Call us on 01442 817817© Intuition Communication Ltd 2012

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